Phoenix Vision, Inc.
Phoenix Vision, Inc. uniquely addresses the current needs of the newspaper industry to increase advertising revenue with an “active” digital signage technology solution featuring anonymous viewer analytics. Phoenix Vision Inc.’s concept rests on four fundamental pillars: 1) the need for newspapers to create additional profitable revenue, 2) the need for advertisers to better predict the demographics of their sales through an active approach, and 3) the need to increase the efficiency of retail stores by utilizing existing newspaper racks to advertise their own products and services to the proper target audience at the optimal time and location, and lastly the inherent capability of the newspaper staff to sell to local advertisers, to have tight relationships with retail sites through their circulation departments, their ability to install and maintain electronic systems using existing in-house IT staffs, and their ability to manage day to date operations.
Additional Profitable Revenue Source for NewspapersNewspaper publishers need to create new advertising revenues with higher profits to address the industry’s decline in readership, subscriptions, and advertising revenue. Phoenix Vision, Inc.’s real time data analytics enables newspapers to create dynamic targeted advertising based on viewer demographics. The proactive Phoenix Vision, Inc. system facilitates the creation of optimally profitable programmatic strategies based on the analysis of viewer analytics data. By increasing the effectiveness of advertising with anonymous viewer analytics, newspapers can charge more and increase their overall profitability.
Phoenix Vision, Inc.’s integrated “active” digital signage application uses available Internet technologies and enhanced demographic capture technologies to create a disruptively superior source of advertising revenue for newspapers. Every newspaper publication has an IT group, a sales staff, a marketing group, editors, and management. Phoenix Vision offers a significant additional revenue source with a minimal increase in staff and other expenses. The existing newspaper organization expands revenue because the active directed advertising provides a greater value at affordable rates for advertisers.
Advertisers Need to Understand Sales Demographics Newspapers generate revenue by selling advertising. Advertisers need to have a better understanding of the demographics of their sales. Advertisers typically passively display video or print advertising as a means of informing customers of the value of the targeted products. This passive approach often reaches the customers without any feedback as to the type of customer or their interest in the product. By enhancing digital signage to include “active” elements such as number of views by customers, length of view, sex, age, location, and time, the advertiser can use its video to target the most likely customers at the right time and place. This real-time analytics based advertising allows advertiser to track and target their ad campaigns to create new revenue and improve their profitability.
Enhanced Effectiveness of Retail StoresRetail chains act as the platform for the sale of many kinds of products and services. The Phoenix Vision, Inc. system allows stores to advertise their private label products and specials and to develop cost efficient strategies to target their retail customers with appropriate advertising at the right time. Phoenix Vision, Inc. technology in retail outlets enhances both knowledge of the customer as well as efficient allocation of products to shelf space. Ten percent of the viewing time is reserved for use by the retail store in order to realize these benefits of increased customer information and efficient product allocation.
The SiteView SystemThe primary product of Phoenix Vision is the creation of a technology based revenue stream for regional newspapers called Phoenix Vision SiteView. Phoenix Vision, Inc. addresses the needs of newspaper companies, advertisers, and retail stores with the SiteView system. Phoenix Vision SiteView is a modern newspaper rack in a retail outlet (see diagram). Typically, these outlets are retail chains. The newspaper rack contains the daily papers as well as a video display and camera. The rack is one of two versions of SiteView. The rack replaces existing newspaper racks in retail stores. The second version of SiteView does not have a rack to hold newspapers, and the small video display is replaced by a large screen display.
The SiteView system is controlled by software hosted in an embedded processor within the rack. As customers pass by the rack they view the content on the video screen. If their attention is held for 1 second, the embedded processor records a “view”. No specific identity is recorded. Only the sex, age, and time of the view are recorded for later processing. Advertisers will pay the newspapers for the information pertinent to customer views of their video advertising.
The newspaper company will find sites and advertisers. Each site system will be licensed to the newspaper on a monthly basis. Phoenix Vision, Inc. will sell the hardware to the newspaper company. Phoenix Vision, Inc. will insure newspaper’s IT staff is trained in sales, operations and maintenance, and that the videos are installed, views are recorded, correlated and results are provided to all parties. Tailored reports will be provided to the sites, the advertisers, and the newspaper company. The SiteView system generates significant revenues and profits for all parties based on “views” by customers of the advertising video.
THE TROJAN HORSE RACKS
LARGE SCREEN DISPLAY / PROCESSOR / CAMERA
SCREENSLARGE SCREEN DISPLAY / PROCESSOR / CAMERA