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10 formas de diferenciarse

Categoría: Internet


On-vehicle digital signage is on the move

Categoría: Digital Signage -::- Tags: advertising, customer experience, digital, interactive

Taxis, public transit buses and trains, shuttles and delivery vehicles are in the ultimate out-of-home environment and are poised for the expanding area of vehicle-mounted digital signage and LED messaging.

This frontier for digital signage is opening in high viewership urban areas, where a transportation authority or a network operator, as their agent, can leverage moving assets as well as existing ad sales and management capabilities. It is also driven by the hunger for display revenues, improved technology and advertiser demand.

There are four notable application trends in on-vehicle dynamic signage, including:

  • Taxicabs currently use dynamic digital signage in an advertising model, with at least two companies, Insight Digital Signage and LG-MRI offering integrated signage units. Verifone operates more than 100 units in New York City, selling the 2-minute loop length as 15-second spots. The units operate at 2,000 nits brightness and offer many variations in creative layout. Mark Devereaux, business development, media, at VerifoneMedia, notes that dayparting, week-parting and geo-zoning capability add value for advertisers.
  • Public transit buses and trains operated by municipal transportation authorities, which have long enjoyed advertising revenues from static sign advertising, are looking at shifting to dynamic signage in order to increase revenues from advertising on vehicles, street and station furniture.
  • Special-use and event vehicles with integrated dynamic signage are in limited but growing use. LED outfitted trucks deliver dynamic pedestrian-level messages and a double-decker bus called "The Stage" operated by Carisma in New York City is an example of this emerging application of on-vehicle dynamic signage.
  • The future may include vehicles operated by first responders (i.e. fire, police, ambulance) and security agencies including military, or drone-style delivery vehicles bearing dynamic signage for brand, advertising, public safety and information messaging.

Whether people or packages, the exterior of the vehicle offers a new source of revenue to the vehicle operator.



A call to action is essential in digital signage

Categoría: Digital Signage -::- Tags: analytics, customer experience, digital, interactive

Including a call to action is the most important part of digital signage content design. And it's not just design … it's strategy. If you don't ask your audience to take action, you'll never know if your messages are working.

Let's define "working." From our perspective, a successful digital signage message is one that produces results. Those results have to be obvious and measureable. That means that there has to be some sort of action taken by viewers so you know they've seen, read and understood your message — but also that they've been motivated to take the action you want them to.

You may think that you don't need people to take action, only to read the message. But, think about it … everything you put in a message is to prompt some action.

  • Welcome notice – Invite your viewers to learn more about speakers or visitors with online bios.
  • Event promotion – Send them to a website to get details and purchase tickets.
  • 401K benefits – Refer them to online enrollment with benefits details.
  • Menu board – Give them a discount code on screen that they can use.

Even if you don't need a direct measurement for your message, why not use the opportunity to engage the viewer further?

  • Meeting announcement – Promote your online events calendar so people know where to get updates.



10 Tips to a Great Web Page

Categoría: Internet -::- Tags: analytics, customer experience, digital, interactive

There aren't any magic pills to create a great web page that everyone will visit again and again, but there are things you can do to help. Some key things to focus on are making the site as easy to use and user-friendly as possible. It should alsoload quickly and provide what the readers want right up front.

The ten tips in this article will help you improve your pages and make them something your readers are interested in reading and passing on to others.

1. Your pages must load fast

If you do nothing else to improve your web pages, you should make them load as fast as possible. You will read about how internet connections are getting faster and faster, but no matter how fast the average connection is for your readers, there is always more data, more content, more images, more everything for them to download.

The thing about speed is that people only notice it when it's absent. So creating fast web pages often feels unappreciated, but if you follow the tips in the article linked above, your pages won't be slow, and so your readers will stay longer.

2. Your pages should only be as long as they need to be


Writing for the web is different from writing for print. People skim online, especially when they  first get to a page. You want the contents of your page to give them what they want quickly, but provide enough detail for those who want expansion on the basics. The above article gives you tips for writing web content.


 3. Your pages need great navigation 

If your readers can't get around on the page or on the website they won't stick around.
You should have navigation on your web pages that is clear, direct, and easy to use. And if the page is long you should use anchor links to help readers find their way on the page. 

4. You should use sprites and small images

Small  are about the download speed more than the physical size. Beginning web designers often creages that would be wonderful if their images weren't so large. It's not okay to take a photograph and upload it to your website without resizing it and optimizing it to be as small as possible (but no smaller).

CSS sprites are also a very important way to speed up your site images. If you have several images that are used across several pages on your site (such as your navigation icons or your logo), you can use sprites to cache the images so that they do not need to be re-downloaded on the second page your customers visit. Plus, with the images stored as one larger image, that reduces the HTTP requests for your page, which is a huge speed enhancement.

5. You should use appropriate colors

Color is critical on web pages, but colors have meanings to people, and using the wrong color

can have the wrong connotation if you're not careful. Web pages are, by their very nature, international. Even if you intend your page for a specific country or locality it will be seen by other people. And so you should be aware of what the color choices you use on your web page are saying to people around the world. When you create your web color scheme keep in mind color symbolism.

 Image courtesy Paul Taylor / Stone / Getty Images



How Small Business Owners Can Benefit from Digital Signage

Categoría: Digital Signage -::- Tags: advertising, analytics, customer experience, digital, interactive

Have you heard about or seen digital signage?

There is a good chance you’ve seen examples of digital signage. Perhaps you’ve even considered adding digital signage to your business.

Digital signage, or digital display, is a digital sign displayed on a monitor in a location-based business. Common places for digital signs include banks, offices, waiting rooms and restaurants. The digital sign is becoming something these small businesses can use to improve the customer experience while also adding revenue.

Digital signage can serve a variety of purposes for small businesses that are location-based. Each business is different and digital signage can be customized to fit specific needs.

The great thing about digital signage, and the reason why many businesses are starting to adopt it, is the versatility it offers. Once the monitors are installed (a relatively easy process) it is easy to change the content on the screen. One day a restaurant could have the specials listed on the monitor in their welcome area and the next day they could have a birthday wish for the guest of honor for a birthday event.

But for many businesses, digital signage has been about adding revenue. Here are five ways companies have used digital signage to add revenue to their location-based business.

Hopefully these inspire you to add digital signage to your marketing mix.

1. Building Trust Through Content

Credit: Dental Digital Signage courtesy of Rise Display

Dentists and Doctors are the perfect candidate for digital signage. The waiting room is a place where patients have nothing but time. While dentists and doctors do their best to get patients in and out quickly there is always a little time spent in the waiting room and it’s a great opportunity for the dentist or doctor to build trust with some helpful content.

Picture a monitor or monitors in the waiting room. Like the monitor featured above, the content on the screen could offer some helpful tips on how to take care of your teeth or body. Some additional content could offer related news articles from the web and maybe even weather updates.

Since digital signage can be connected to the Internet this content is really easy to setup.

Giving patients interesting and helpful content to read and watch as they wait is a great way to build a relationship and to build trust. This is important for dentists and doctors because the long-term loyalty of patients is important not only because those paying patients will return, but because those same patients will often refer the person they trust most when asked by friends to name a trustworthy dentist or doctor.

 2. Using Content to Sell to Visitors

Image Credit: Arnold Palmer Invitational courtesy of Rise Display

Even if a location-based business there is a need for digital salespeople. When you’re unable for whatever reason to sell your services to visitors digital signage can make a great substitute.

The example above is a digital display used in the Arnold Palmer Hospital for Children. The display showscontent that gives visitors to the hospital information about the annual golf event that benefits the hospital. It’s a great event and one of the longest running events on the PGA Tour.

What this content does is give visitors a background about the event and the hospital. From there the person can easily use the QR code or visit the Facebook page to make a donation to do their part.

Selling is a process and when you can’t answer questions you can easily create digital signage to do the selling with content for you at your location.

3. Highlighting Specials and Featured Items

Image Credit: Executive Express Signage courtesy of Rise Display

Perhaps the biggest way to add revenue with digital signage is with specials and featured items. Here is an example of a restaurant menu. Local restaurants that change their menu from time to time appreciate the flexibility a digital display offers because they can easily change menu items, but the other benefit is the ability to market the specials.

As visitors walk into your business you can have your display setup to show them the featured service or the featured special of the day. This brings attention to the item and gets the visitor thinking about the decision they should make. By selling the special you can highlight items that are more profitable or maybe get a visitor to react if an item is offered for a limited time only.

There are a number of different ways to use digital displays to sell special items and the flexibility offered allows you to experiment and find the best specials for your unique business.

4. Sell with Social Proof and Examples

 Image Credit: Wedding Planner Signage courtesy of Rise Display

For a business like a wedding planner it’s important to showcase the work you do. When visitors come to your office to meet with you and discuss what you can provide you can have a digital display showing off your work.

This provides social proof by showing how others have benefiting from your work. The situation is great because you are showcasing your work without really showing off. You’re focusing on the people in the photographs and through that people become sold on you and the work you can provide. In the case of the wedding planner the person looking at the display will want to be like the person in the images.

For your business you can use photos, testimonials and other examples that provide social proof and work to sell you and your business to visitors.



The “New” SEO After Google’s Penguins, Pandas and Hummingbirds

Categoría: Internet -::- Tags: analytics, digital

We are often asked to help companies with SEO. Everyone would like to be on Page 1 of Google’s Search Engine Results Pages (SERP).  And while the exact algorithms used to rank websites are not published (and most of us wouldn’t understand them if they were) Google does give us some very important clues in their published “Webmaster Guidelines.”  These Guidelines are updated periodically and help website developers understand what Google deems important when deciding which websites are displayed at the top of their Results Pages.

The guidelines seem to break down into three categories:

1. On-page optimization/Content.  Search engines look for key words in several areas of the web page*

  • Page URL
  • Page Titles
  • Image “alt” tags
  • Image names
  • Heading Tags
  • Content
  • Internal links (anchor text)

*Figuring out what key words your potential clients will use to search for you is the most important part of this equation.

2. Technical Optimization. Sites should have: 

  • Intuitive Navigation (Text links – no broken links)
  • Fast loading pages
  • XML sitemap
  • Clean code (HTML5, CSS3)
  • Helpful 404, 301 and 302 pages
  • “Responsive” Design  (Sites should be tested on various browsers and mobile devices.

 3. Quality Content.  This is, by far, the most important feature of any Website. Most of the algorithm changes over the last few years have had to do with quality content.  

  • Pages with “thin” content are being downgraded.
  • Grammar and spelling. (Google uses a spell check feature and downgrades sites with bad grammar or spelling errors.)
  • Duplicate content will be punished.
  • No keyword “stuffing.”

Google’s complete Guidelines can be found here.



How the Internet of Things is changing the face of digital signage

Categoría: Digital Signage -::- Tags: analytics, digital, interactive, mobile

The Internet of Things – what is it? In a nutshell, it is implementing the latest digital technologies to allow physical objects to "talk" to one another. It’s a transforming area to be in, and the U.K. is aiming to be a major player in shaping the Internet of Things. 

Gartner[1] has estimated that by 2020, 26 billion (yes, billion) devices will be transmitting data between each other via the Internet. All of these devices will be using the latest Web technologies to communicate — and with primary and secondary school children in the U.K. set to learn coding from September 2014, the new era of coders will be well equipped to influence the world we live in, more so than ever before.

With the expected growth of the IoT there will be a plethora of data sources, devices and objects to connect and communicate with. These sources will open the doors to completely synced and integrated retail experiences, health care services, leisure and tourism activities, and much more that many can only begin to imagine.

Digital Signage will play a crucial role in the IoT, and even today we've seen some fantastic uses of digital signage interacting with physical objects and their data sources, for example content being activated by wind pressure changes on the Swedish Subway[3][4] and the communication between mobile apps, Apple iBeacons and digital screens[5] — and this is happening now!

The expectation of communication between devices and objects will rise as more and more products are developed to incorporate multiple devices. Gartner has already highlighted products such as advanced medical devices; factory automation sensors in industrial robotics; sensor motes for increased agricultural yield; automotive sensors and monitoring systems for sectors such as transportation, water distribution and electrical transmission.



Tecnología Christie en el primer mapping en espacios patrimoniales de España en Sant Climent de Taül

Categoría: Digital Signage -::- Tags: digital

La iglesia de Sant Climent de Taüll, ubicada en la provincia de Lérida, es uno de los iconos más representativos del arte románico europeo, declarada patrimonio mundial por la UNESCO en el año 2000. Si bien su edificio no ha sufrido transformaciones significativas desde la época románica, recientemente han finalizado las obras de restauración integral y museización del ábside de la iglesia, realizadas durante ocho meses por un amplio equipo de especialistas de diferentes disciplinas, como arqueólogos, arquitectos, restauradores, conservadores, historiadores y especialistas audiovisuales, diseño gráfico y animación.

Tras una inversión de 400.000 euros por parte de Obra Social La Caixa, tras la restauración se han podido recuperar las pinturas murales originales del templo, situadas detrás de la reproducción que se exponía hasta ahora y, al mismo tiempo, proyectar de forma virtual sobre las paredes del ábside y presbiterio los frescos originales, actualmente conservados en el Museo Nacional de Arte de Cataluña (MNAC), entre los que destaca el Pantocrátor.

Esta recreación, de una gran precisión y fidelidad que se aproxima al realismo pictórico, se ha logrado gracias a seis proyectores de alta definición de las Series E y G de la firma Christie, con los que se ha creado un mapping permanente para proyectar sobre el ábside una animación de diez minutos que reproduce la globalidad del fresco original con todos sus detalles y figuras.

El estudio Burzon Comenge realizó la dirección y la ejecución del proyecto audiovisual, en tanto que la empresa Playmodes ha sido responsable de la dirección técnica de todo el sistema audiovisual, así como de la composición de la banda sonora del mapping. Los proyectores fueron suministrados porCharmex, partner de Christie, a través de la empresa de proyectos e integración audiovisual Base2.

Fases de reproducción y reconstrucción digital

El proceso de reproducción y reconstrucción digital de la pintura se realizó en tres fases. En la primera se restauraron y reconstruyeron las partes expuestas en el MNAC a partir de las nuevas aportaciones de la investigación sobre la pintura. En la segunda, se recrearon las partes conservadas poco definidas a partir de la interpretación de las formas y trazados originales, a fin de completar tanto las figuraciones como los elementos ornamentales seriados. En la última etapa, se reconstruyeron las partes completamente perdidas mediante la comparación con obras similares.

La presentación audiovisual de las pinturas ofrece la posibilidad de disfrutar de la globalidad del fresco. Para ello fue necesario dibujar y pintar de nuevo todas las imágenes, a fin de obtener una armonía visual entre las partes conservadas y las perdidas, facilitando su presentación animada. La proyección audiovisual ayuda a los visitantes a entender cuál era la técnica pictórica de los frescos románicos, al mismo tiempo que muestra jerárquicamente las distintas representaciones iconográficas que componen esta pintura mural de alta carga artística y religiosa.



SEO VS SEM ¿Cuál Tiene Mejor ROI?

Categoría: Internet -::- Tags: analytics, customer experience, digital, interactive

Sin importar a que te dediques el ROI (Retorno de Inversión) es una de las prioridades al realizar una campaña.

El ROI te permite evaluar una campaña por su efectividad, y no por sus costos o requerimientos.

¿Por qué debería hacer SEO?

Sin lugar a dudas el SEO brinda el mejor ROI dentro de las campañas de publicidad digital.Los beneficios a largo plazo, incluso luego de finalizada la campaña, logran convertirlo en el medio más efectivo.

En esta ocasión decidimos mostrar un caso específico. Muchas veces se habla del SEO sin dar números y nos pareció importante que vean los resultados de una campaña.

Los datos presentados a continuación pertenecen  a una importante empresa de indumentaria en Argentina. Durante un mismo período de tiempo se realizaron campañas de SEO y SEM en paralelo.



La campaña SEO se tuvo que detener a los 3 meses debido a que la empresa llegó a su límite de producción. Actualmente están expandiendo su fábrica.

En la campaña SEM se puede ver claramente que una vez que terminó, también lo hicieron los ingresos.

En cambio mediante la campaña SEO se siguen consiguiendo ingresos a lo largo del tiempo!

Es muy importante que le presten atención a la escala de los gráficos. Al comparar los ingresos, los generados por la campaña SEO abarcan más de la mitad.



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