Look out – the ads are watching you!
As digital advertising networks move out of the world of science fiction,
SIM 2008 to focus on latest technology
Digital adverts that watch your face to register if you are looking at them or "talk" to you on your mobile could be the next big marketing innovations to hit the Middle East, says a leading industry observer.
"TV-like networked digital signage – also known as out-of-home advertising networks or narrowcasting – can increasingly be found in airports, hotels, malls, concourses, hospitals, doctors waiting rooms and supermarket checkouts," said Spencer Felix, Exhibition Manager for the Signage, Imaging and Media (SIM 2008) trade show which takes place at the Abu Dhabi National Exhibition Centre from 25-27 November.
"The technology can be found virtually anywhere people can be found – particularly if they are waiting - as advertisers seek out better ways to reach their target markets," he added. "The very latest digital signage can also incorporate cameras that scan the faces of watchers to measure not just how many are looking but what kind of people they are and the level of their interest.
"While the digital signage and out-of-home advertising market is on a rapid growth path, until now the audience has been largely anonymous. This type of technology is dramatically changing the dynamics for advertisers."
SIM 2008, the most comprehensive trade show for the regional marketing communications industry, will be providing a special focus on the latest technologies in digital signage which can range from simple text to full motion video with or without audio.
"The technology is now moving into areas that were once the realm of science fiction," Felix said. "Facial recognition technology, for example, can determine the gender, age range and ethnicity of the viewers – information which can trigger a different advert for a 50-year-old white male than the one displayed for a 20-year-old Asian female.
"A further development is combining the networked digital signage with mobile media enabling the user to interact on their Bluetooth phone with the signage or advert to obtain more local information about the product or subject."
The world's largest supermarket checkout digital network is in the United States where one company has more than 19,000 screens running promotions, targeted advertising as well as a scrolling news ticker.
On a smaller scale, in the United Arab Emirates the Movenpick Bur Dubai Hotel has just installed a digital signage network to provide guests with current information on hotel promotions, services and local attractions.
"But while the Middle East and the rest of the world remains an emerging market for digital signage technology, China is the clear global number one with more than 100,000 displays installed and a collective market capitalisation of over $10 billion," Felix added.
"One company alone has set up a digital signage network across six major Chinese cities and is installing 11,000 screens in Beijing's government offices, banks, hotels, hospitals and stadiums for the Olympics. The network has major contracts from McDonalds, Coca-Cola, Mercedes, Adidas, Nike, Siemens and Lenovo to name a few.
"To illustrate just how versatile digital signage networks can be, China's network was pressed into service in the aftermath of the devastating May earthquake in the Sichuan province, with over 300 large screens across the six cities providing TV programming and information on how to donate to China Red Cross relief and recovery efforts."
SIM 2008 is a combination of three events under one roof providing access to important decision-makers from across the marketing spectrum throughout the Middle East. The focus sectors of SIM 2008 include printing; signage; banners and posters; pre-press; digital imaging, capture, storage and processing; electronic media; advertising production; marketing and public relations; outdoor media; new media and entertainment.
Arab Media Group, the largest media organisation in the UAE, has confirmed headline sponsorship of SIM 2008 and Xerox are the platinum sponsors.
For more information please visit www.sim-expo.com
