Issue Fall 2009

YCD Showcases Retail Solutions in Ogilvy’s Digital Lab

On September 17, 2009 Ogilvy launched the latest in their network of International Digital Labs at their offices in New York City. The purpose of the Ogilvy Digital Lab is to showcase cutting edge digital media solutions that impact the home, workplace and on-the-go environments providing for a hotbed of innovation for the development of applications and campaigns for their clients.

Familiar with our suite of smart digital media solutions for the retail environment Ogilvy approached YCD Multimedia to participate by showcasing several of our innovative solutions in the lab. Serving relevant, engaging and targeted content to consumers is critical for the success of any in-store digital media campaign and with this in mind YCD Multimedia chose to highlight three of our advanced retail technologies in the Ogilvy lab.

The first technology, Proximity Sensor Integration, allows marketers to serve content based on the consumer’s proximity to the screen. They may, for example, display engaging content to attract the consumer’s attention and then serve more specific product information when the consumer is near enough to read the screen.

Next, YCD’s Facial Recognition Demographic Targeting, using TruMedia’s video analytics technology, allows marketers to further fine tune their messaging based on the specific demographics of the person viewing the screen. A small camera embedded in the screen frame reads the distinguishing facial features of the consumer sending a message to the content player indicating the sex, approximate age and other demographic characteristics.

Finally, with YCD’s Mobile Phone Integration a marketer can create a two way interaction between themselves and the consumer. Consumers can send an SMS text to request on-demand content to be aired on the screen instantly and in return the marketer can follow up with an SMS text to the consumer’s phone with a targeted message or savings opportunity.

Showcasing YCD Multimedia’s innovative digital media solutions in their Digital Lab allows Ogilvy to show their clients the future of digital signage in applications that are available today. Dynamic digital signage offers superior return on investment compared to traditional printed signs and is infinitely more flexible as the content can be exchanged more easily, animations can be shown, and the signs can adapt to the context of the audience.