In media-rich locations digital signage is popping up in traditional as well as non-traditional locations, ranging from billboards to store windows to moveable displays. All are designed to stand out among the multitude of messages.
  Bringing it down to street level, digital signage has rolled out on phone kiosks in New York City.
   To find out how to get your client’s message in digital format at street level, read on.
   This is one in a Media Life series on buying the new out-of-home venues.  They appear weekly.

Fast Facts

What
   Digital advertising with the capacity for changeable messaging placed on public phone kiosks.

Who
   Van Wagner Communications in New York.

How it works
   Digital displays are integrated into traditional kiosk advertising, providing the capacity for instant updating.
   The digital area can be used for text messaging. The New York State Lottery recently launched a campaign on New York kiosks using the digital area to announce Mega Millions jackpots.
   The program uses satellite technology to provide updates in real time. The illuminated LED numbers are visible 24 hours.
   The New York State Lottery’s need for instant updates drove the development of the program. It was installed in 100 sites across New York City earlier this summer.
    Full-motion graphics aren’t allowed on kiosks in New York City, but changeable displays are, says Hallie Friedman, Van Wagner group marketing director.
   “There are a variety of digital signage applications nationwide, and depending on the media format there are different ordinances that run the gamut. They vary by market by medium by property.
   “The capacity to change displays could be used in a variety of formats. You could have a media company, say Oprah, announcing who her guests are. It could be applicable for stock quotes, to count down the number of days to a store opening. The applications are endless. We’ll look case by case to customize programs for specific advertisers.”
   Messaging will typically will be changed daily, Friedman says. Creative is provided by the client.
    “The general rules apply for creative,” Friedman says. “You don’t want it to be busy, but you might approach it from a different angle than a billboard because it’s seen at street level.”
    Creative is sometimes tied into the themes of phone kiosk or is based on the location. 
    “You could tie in directional or charting with the creative message using the medium as the form,” Friedman says.
    Outside the digital area, signage consists of the logo and other graphics above the electronic display and the tagline on the bottom of the display.
    The entire panel measures 26 inches wide and 50 inches high. The electronic portion is 20 inches by 7 inches.
    The electronic displays are installed on one of the exterior side panels of each kiosk. Typically three sides of the kiosks are used for advertising, with different advertisers taking each panel. 
    Product exclusivity is built in, says account executive Gary Grossman.
    Advertisers range from local to national to global, Friedman says.
    Digital kiosk signage is used as a stand alone or as part of a media mix. Seasonality is only a consideration from the product standpoint.

Markets
   The digital messaging program is available in New York City.

Numbers
  One hundred kiosks were selected from existing New York City inventory for the program.

How is it measured
   Average daily effective circulation (DEC) is estimated to be between 17,250 and 34,500 per kiosk, depending on the specific location.
   Pedestrian traffic is measured in New York City, though the digital signage will also be visible to vehicular traffic, Grossman says. 
   “Van Wagner is currently working with TAB (Traffic Audit Bureau) to devise pedestrian traffic methodology for street traffic,” Friedman says.  “We’re working to refine the numbers.”

What product categories do well
   Entertainment, automotive, packaged goods, fashion, media, electronics, finance and sports all do well on kiosks. 
    “Virtually any category, anything an advertiser wants to disseminate in a timely manner in a premium setting can work, from local to global products,” Friedman says.

Demographics
   A program can be based on a general demographic with locations scattered around the city or specific audiences can be targeted by location. Locations can be cherry picked. Pedestrians are targeted.

Making the buy
   Lead time depends on availability, with 10 days to two weeks allotted with space and creative in hand. Some locations are booked a year in advance, Grossman says.
   Factors that affect cost include number of sites, length of campaign, production costs and whether it’s a general or targeted program.
  Campaigns are typically four weeks.  The New York State Lottery campaign is two years in length.

Who’s already on digital signage displayed on phone kiosks
   The New York State Lottery

What they’re saying
   “The best way for us to reach players, to engage our core players and the infrequent players is to display our jackpot amounts. We have used digital technology on billboards across the state. Over the last few months, adaptations to the technology have miniaturized it to street level, close to the point of sale. Now more players are aware of what the Mega Millions jackpots than previously were.” – Francis Pessagno, group director of strategy for New York-based OMD

Web site info
   Van Wagner at www.vanwagner.com

Etc.
   Illuminated two-sheet panels are available on phone kiosks as well as holograms and other special effects.