Cleverdis has, for a number of years now, been tracking the path of the market for Out of Home Digital Media. Today, the sector is starting to mature, and while some “fly-by-nights” drop in and out and most major display manufacturers are “smelling blood”, very few companies have become really firmly established in the market. To this end, when looking for a service provider that is solid and can advise on an installation based on past experience, the choice is pretty narrow.

One of the drivers for the OOH Digital Media market has been in the Banking and Financial sector, where products and services have become very much commodity items over the past few years. It has, in this sense, been increasingly difficult to apply classic marketing principles to them, as could be the case with other value-added services. Because of this, we have noted the emergence of more complex and sophisticated marketing plans, mobilising a vast range of tools and techniques aiming to gain new business. Segmentation and demographics must be taken into account for marketing campaigns that are becoming increasingly targeted. With a goal of producing concrete results, marketing needs to be linked to analytical and operational CRM, as well as to sales evaluation tools. Because of this marketing directors have been turning to new media more and more.

The most modern form of communication uses the Internet as a means of delivery and interactivity with in-store or “on location” screens. This form of marketing is without doubt the most powerful today, being in fact what one could describe as “point of decision” marketing. In this field, ScreenRed, a division of John Ryan, is at the forefront of new ideas... not just to do with messaging, but through fulfilling a consulting role when it comes to the art of retail marketing. The fact that ScreenRed are not simply digital signage service providers, but are in fact part of a marketing consultancy, puts them in an entirely different ballpark.

This SPECIALreport gives a detailed overview of what sets ScreenRed apart in the market, and just how their services can add value to your offering in a unique manner. With an early beginning in pure retail, then developing major strengths in the financial sector, today ScreenRed are applying their successful techniques to a much broader spectrum of companies. Their services are indeed becoming part and parcel of an increasing number of cutting-edge global marketing campaigns. The following pages explain why...