In the second issue of its Makers of Tomorrow’s Digital Media series, Ooh-tv interviews Ben Kidron, President & Co.Founder of DigiGage.

Can you introduce your company ?

DigiGage is a young global player that operates in the DOOH (Digital Out Of Home) market. We are concentrated in two segments: the new (non advertising related) emerging market of “Experience Design” for elevators and the in-store Brand Customer Experience. Our mission is to offer a new digital out of home media that enables an engaging user experience, using a context driven content that reacts to real-world events (not just user inputs) in real time.

What’s your vision of the current Digital Media market and how do your solutions fit well with this vision ?

The Digital Media market includes three verticals- the ad-based vertical, the information-based vertical and the experience-oriented vertical. The complicated business model and huge fragmentation make the success of this market limited for now. Moreover- it is a well known fact that making a user engaged with a brand is the holy grail of corporate messaging. Advertisement agencies and brands are constantly looking for new ways to stand out and get better recall rates for their clients. Most of the current digital solutions are based on repetitive scheduled content. A clip or text is rendered over and over again on the screens.

Alongside, a new design domain is evolving in the past couple of years called “Experience Design”. This new domain is the practice of designing environments with a focus placed on the quality of the user experience, with less emphasis placed on increasing and improving functionality of the design.

We believe that a new medium deserves a new content mechanism. We left the ads out, and created well-being oriented, patent pending software-based platform and player for embedding 3D reactive real time worlds into digital screens. The content that we create reacts to real world physical inputs, such as spatial movement of the display (that is detected by sensors), based on behavioral patterns that are applied by using a sophisticated rule engine. Different behavioral patterns, actions and reactions can be applied on different objects and different engaging content can be inserted, scheduled and manipulated.

With this offering, DigiGage simplifies the business model (revenues are being generated directly from the location owner, not the advertiser), avoids the fragmentation and brings a multi sensorial novel out of home digital experience. This might be the world’s first digital décor mass market product.

Can you tell us about any new installations/ projects, and your future development plans ?

The latest DigiGage installation that we want to share at this opportunity, is of our elevator-oriented “winGage” system at the Israeli Schindler management building [Schindler Group is the largest supplier of escalators and the second largest manufacturer of elevators worldwide, Ed]. It is our premium line, based on an in-wall embedded 40” LED display. It opens up the atmosphere of the elevator, giving the users a positive experience and helps the brand to differentiate itself from the crowd.

Here’s a clip showing this installation:

Our future plans, as far as we can say, are to make more of the same…

Thank you Ben !

[To view the first issue of our Makers of Tomorrow’s Digital Media initiative, click here. If you think your company should be featured in our series, please contact us at redaction@ooh-tv.com]