Location-based services (LBS) such as Foursquare, Gowalla and Yelp made a big splash last year as a fairly successful, yet niche, mobile tactic for brands aiming to reach consumers in the real-world. They are great platforms for rewarding loyalty, real-time consumer reviews and tips, and for those who like such a thing, keeping track of your friends and family. I’ve “played” Foursquare consistently for a year now and dabbled in the others – Gowalla, Yelp, Loopt, SCVNGR. There’s interesting potential with this sort of technology, particularly when integrated with placed-based signage. But as I’ve wandered over the last year, I’m left wondering if these technologies will stick and ultimately reach the average consumer. And more than that, what it will take for them to reach that point? Here are my chronicles.
I checked into my train station the other night. It was my 100th check-in and as a result, I received a “Century Club” badge. I also received a customized message – something to the effect, “they should put your name up on the wall for frequenting so often.” Or something.
First thought: cool, I got another badge.
Second thought: ugh, I don’t get anything other than this message.
Then, I got sour.
The badge wasn’t enough. I wanted a free 30-day pass. A free ride. Some sort of discount, at least. I’d even take my name scrolling across the digital ticker at the station.
But then, that would get old, and I’d want something else, something of value.
The fact that these technologies fit into our regular, everyday life is one barrier that they don’t have to overcome. The check-in couldn’t be easier. But the big barrier lies in the value. As with any emerging technology, there’s a novelty period where it can get by on the technology alone. But there quickly comes a point to where it loses the novel factor, and in order for it to become sustainable and gain scale, it has to create some sort of value.
And this is what I’m feeling right now. Little to no value.
It’s interesting because my expectations have changed in a very short amount of time. And if mine – an early adopter/user, not the “average” consumer – have changed, what will it take to reach the average consumer? And become part of their daily lives?
The digital signage industry, and the places and things around us, can certainly help to create a sense of value. Stephen Randall and LocaModa have made a living targeting this very combination. Stephen’s specific take on this is that the value lies in the 3 Fs: Fun, fame, and fortune. These are the keys that motivate consumers to interact with LBS, and digital signage is a perfect platform to maximize their effect. Everyone likes to see their name “in lights” (fame) and by nature, most of these technologies are game-like and fun.
The key is “fortune.” Value. Is virtual currency enough, even when you see yourself in the middle of a Times Square billboard? I was willing to accept my name scrolling on the train station ticker. But I’m still left empty.
Thank you for using digital signage to connect me deeper with your brand. There I was stopped at a stop light and I looked over and saw your call-to-action. Then, in 7 seconds it was gone. But not to worry. I pulled in your parking lot just to get another glance at it. And while I didn’t need to go into your store, I sat there, in the parking lot, waiting for the CTA to come back. I learned about flu shots and 99 cent eggs and other random deals, and then I saw it again.
“Text APP to 21525 to get our free app”
Just that simple.
Now, I have exactly what the digital sign regularly says right in my own pocket. Plus barcode scanning prescription refills, photo niceties, and a store locator. Not to mention, text updates if I want them. I am truly connected.
I know, I know. You need content, or in this case an actual app to drive me to – to connect me – but you also know that they’re both important components in your engagement ecosystem. And because of this, you create them and utilize them. And you utilize the other components in your ecosystem – like the digital sign – to drive to them. You see the digital sign as a connector. And the app and texts as the engagement. Light engagement, yes, but enough to bring me into your store to buy stuff. And quite probably repeatedly. Well played.
I think many can learn from you and your ability to see the digital sign as a starting point and not an ending point. The experience can actually go deeper than the run-in with the digital sign. I know mine did.
Thanks for putting it out there big and bold, in your majestic red lights for all to see. Thanks for turning an otherwise digital-only sign into an interactive-enabling sign. It was a simple thing, but you did good.
“Are you ready to change the way you watch television?” asks the voice in the video.
“It can do way more than that,” I say.
See for yourself.
Yes, I am a fan of Grey’s Anatomy (the last couple of seasons, I thought it had jumped the shark, but last year’s finale put it back in my good graces), so today when I caught news of their new iPad app, I went to check it out. What I found was something that could not only drastically change the way we watch television, but how we interact with brands and each other, and ultimately the places and things around us.
The app has everything you’d expect out of it – exclusive content, social hooks, game elements. But the real game-changer is its Sync Technology. (Similar to the type of technology that Ford uses in their cars.)
Real quick 101 on the tech – it picks up on audio waves within a certain distance and then takes action based on the audio cues. Here, in this app, when watching any Grey’s Anatomy episode, you can “sync” the iPad with the show. And when that happens, the app serves up custom content (polls, tweets, behind-the-scenes footage, etc…) based on where you are in your viewing experience. It reacts, real-time, to what you’re watching and then serves up the most appropriate content. Just by listening.
In a car is one thing. There, the technology is taking action based on the driver’s commands, allowing the driver to eliminate all futzing required of their hands, and focus on the actual driving part. It’s highly effective at serving a utility. Watching and interacting with a TV show is something entirely different. Here, the technology is taking action based on a storyline, as told by many different characters. It’s literally deepening with every touch point. Here, it’s highly effective at enhancing the experience. It turns a fairly passive & non-personalized experience (even tweeting during a TV show can only go so deep) into an (inter)active & personalized experience that’s efficient and smart.
Can you imagine what kind of experience this could enable from any digital sign? It could turn a simple newscast that’s projected on screens in an office lobby into a personalized newsfeed. It could turn a lecture in a conference booth into a deep and interactive presentation. It could turn that short elevator ride into a fun game with others riding with you. The requirements are few and the benefits are many.
This is one of those technologies that can turn anything that is originally general into something uniquely specific. Devices conducive to mobility (when consumers are out and about) along with enabling technologies like Sync are changing what “OOH” means (and can do) right in front of our eyes. It’s always been seen as a mass awareness channel, but thanks to these sorts of technologies, there’s nothing stopping it from being a purposeful engagement channel. Always on.
Because it’s already happening.
When I started this OOH exploration, it was very black and white to me what it consisted of – it originated from a platform/device that you don’t have to own and you can’t turn it off. But the more and more we advance (in only 2 short years) – as consumers and technology – the more and more grey it’s becoming. The channel becomes more powerful when you can have a unique experience and we’re seeing that play out through technologies like Sync, and technologies that bridge the offline with the online, and technologies that can be controlled through simple gestures – it is becoming an active engagement channel, not something that houses a display that you simply can’t turn off. You can now “turn on” the experience that you want and it’s quite likely it will be different from the person standing right next to you.
Last year, I wrote about 3 different technologies that transcend “DOOH” and could advance the medium/channel in a profound way – basically alleviate the need for physical “screens.” This is another one of those technologies, but unlike the others, this one becomes more effective through a screen. At least right now.
We are, no doubt, in exciting times. As I’ve said before, technology is no longer a barrier. It’s about how we creatively push those technologies and use what’s at our disposal (networks of physical screens) to connect and drive deep experiences.
So, I think it’s an interesting question – “are you ready to change the way you watch TV?” But it seems pretty narrow. It’s not about “watching” anything. It’s about “experiencing” everything. And it has nothing to do with being in or out of your home.
