The next logical step in the evolution of digital signage is to embrace the Internet and tap into its enormous connective power.
A new generation of place-based media technology has arrived and it’s opening up an entire world of new possibilities.
Using the lnternet, businesses can now share text, images, and video across an open network of public digital displays to create a powerful and cost-effective onsite sales & marketing engine. But that is just the start. When place-based media takes advantage of the Internet to connect sites under one common standard, one community, a new, more scalable, network economic model emerges. ScreenScape has seized upon this opportuntity to build a scalable B2B eco-system that loosely connects marketers with thousands of points-of-presence using the same techniques and the same principles that all Internet communities use.
By logically connecting audiences inside thousands of physical places the ScreenScape Community serves as a powerful open place-based media network. It offers members a repository of community-shared content and a pool of targeted sales and marketing opportunities. The net effect is to make place-based media easier and more affordable to deliver and more effective as a tool for engaging with today’s connected consumer.
The main advantages of place-based media over traditional digital signage systems include: cost-savings, simplicity & ease-of-management, and scalability.
See the following comparison chart for a detailed breakdown of the differences between today’s place-based media and the world of digital signage that dominated the broadcast era.
How is Place-based media different?
||Digital Signage solutions and most conventional Digital Out-of-home (DOOH) networks grew out of a broadcasting era. As such their design is more likely to resemble a broadcasting network than the Internet. DS/DOOH Networks are closed and highly centralized. This places profound limitations on their potential and unnecessary requirements that lead to a higher Total Cost of Ownership.||Place-based media takes its cues from internetworking principles, social media and mobile computing. Just as the Internet offers reduced costs and greater flexiblity for communication and collaboration over broadcasting, place-based media offers more opportunities at less cost versus Digital Signage and Digital Out-of-Home.|
||DS/DOOH networks are stand-alone, closed and proprietary systems. This is the anti-thesis of internetworking.||Place-based media uses standard internetworking principles to foster community, collaboration and commerce that spans organizational boundaries.|
||DS/DOOH Networks are based on specialized proprietary techniques which add to their total cost of ownership by creating dependencies on stringent hardware and software requirements, expensive upgrades as well as ongoing maintenance, project management, and training costs.||Place-based media is simple and standards-based which allows you to use commodity-priced hardware and software.|
||DS/DOOH networks, by definition, centralize the creative process and impose strict technical requirements on content authors. This makes the delivery of timely relevant content, at the site level, difficult and expensive.||Place-based media uses technology to simplify and standardize the creative process to make it easy to distribute the task of content creation and bring it closer to the intended audience. This reduces costs and makes for content that is more timely and relevant – the essence of an effective communication system.|
||DS/DOOH Networks are closed and highly centralized. It is expensive and difficult to extend the reach of your network and take advantage of third-party collaboration.||Place-based media encourages the organic growth of your network and fosters ad hoc collaboration between content creators and like-minded venues.|
||DS/DOOH solutions are expensive both in their licensing structure and in their Total Cost of Ownership.||Place-based media is accessible even to the smallest of organizations and offers flexible pricing options.|
||DS/DOOH Networks are closed and one-way – there is no cross-organizational sharing of content between proprietary networks.||Every member of a place-based media network should be able to partner with any other member to get their message out.|
||The friction and closed-nature inherent in DS/DOOH Networks limit the ability of third-parties to broker advertising deals with their members.||Place-based media is more open and therefore permits the ad hoc formation of co-marketing arrangements with any other member.|
How can I differentiate place-based media from a closed circuit digital signage solution?
Take the Test
- Is the barrier to entry so low that virtually anyone can join?
- Can I invite others to join the network on a self-serve basis?
- Can I easily mesh my network with any other part of the community?
- Does my ROI increase every time another member joins the community?
- Can I easily coordinate independent content on every one of my screens?
- Can I keep my displays fresh and compelling, at little to no additional cost?
- Can my local venues contribute local content, and still keep the network on message?
- Can I use commodity-priced hardware and conventional software to deploy my screens?
- Can I take advantage of all the great content available on the Internet?
- Is it simple for me to add new displays and screens at any time?
- Is the capital cost to grow the network distributed over the entire membership?
- Can small organizations self-start at low cost?