Digi-tech for right sign

Digital signage is the upcoming device for advertisement, adding much excitement to the retail environment. Prabhu Venkatesh, Business Head, Digital Signage Division, 3M speaks on the potentiality of this new technology.

Retailer: What benefits can be drawn by using digital signage?

Prabhu Venkatesh (PV): Digital signage in advertising has multiple advantages. A digital signage system attracts more ‘eyeballs’ than static advertising; it is cost saving by eliminating the need to print and distribute static signs every time you change your message or campaign; time saving since content can be changed instantaneously, you can reduce the lead-time from message creation to dissemination; and reach precisely defined audiences (target day-part and location).

Retailer: Majority of Indian retailers are traditional retailers. Do you think there is enough awareness regarding modern technology like digital signages?

PV: Digital signage will probably not be adopted easily by traditional single-owner retailers. The current focus for the digital signage industry in general is organised retail. 3M already powers screens in retail chains like Spencer’s, More , Food World, etc which are currently managed by Tag Media Networks. However, as small retailers are becoming more tech-savvy, it would be a matter of time before these retailers also have digital signage screens within these locations.

Retailer: Tell us about your range of offerings for retail industry.

PV: 3M Commercial Graphics operates in the identity, promotions and retail ambience space. We are solution providers to brand and marketing managers, printers and design agencies. We see a shift in the advertising spend of companies, with people more serious about DOOH (Digital Out of Home) media than static signs. 3M offers complete end-to-end digital signage networks. These include the software & technology platform, hardware, installation and implementation, content creation and network management.

Retailer: Do you have products/ solutions for small retailers? If yes, what are those? What is the minimum cost for implementing 3M’s solutions in retail?

PV: We do target the small retailers and offer a stand-alone solution which costs about Rs 50,000 and includes a 26” screen and related hardware and software.

Retailer: How do you provide maintenance support to your customers?

PV: 3M has established relationships with flat panel manufacturers and hardware providers (at OEM level) supporting us on an all India basis.

Retailer: How is the research and development team of 3M India working for modernising the products and making the products suitable for changing requirements?

PV: 3M is very optimistic about the DOOH space. We have several complimentary products like the Vikuiti Rear Projection Screens and we believe that by 2015 digital media will be a large part of our business. We hope to leverage several technologies that make up pieces of the  DOOH.

One of the main challenges in digital signage is proving Return on Investment (ROI). 3M is launching revolutionary technologies called 3M Informatics, which use a combination of neural networks, vision science and analytics to provide hard evidence of ‘eye balls’.