New version releases of software don’t get a lot of coverage here because I’d be doing posts on them endlessly, and most are just improvements and the natural evolution of existing stuff.
But this new version, V5, of YCD Multimedia’s Retail Advertising and Merchandising Platform (aka RAMP 5) caught my eye in a release today because the company is going big on HTML5.
YCD says the new release has a “run anywhere” HTML5 player that can get content running on most devices and browsers supporting HTML5.
Says the release:
Product updates, new campaigns and advertisements can be quickly and easily managed using RAMP’s intuitive interface, capable of differentiating price and promotion by location and time. These can then be sent to one, some or all locations using presets to ensure that each location receives and deploys relevant updates on time. Individual store managers or local regional managers can manage corporate-authorized campaign slots and make real-time updates based on local criteria such as weather, events/promotions, or inventory levels.
YCD|RAMP 5 maintains all existing functionality that was developed specifically for marketing workflows; it allows retailers to create, manage and deliver branded marketing campaigns and product promotions across their entire retail chain. Marketing teams can easily deploy branded templates that can be used with in-store multimedia content and display arrangements that work to attract, assist, inform and promote. Configuration types can include menu boards, point-of-sale impulse and brand loyalty displays.
“YCD|RAMP 5 meets the market’s requirement for more scalable and open solutions,” said Noam Levavi, YCD’s CEO. “The new version is optimized to further enhance RAMP as a marketing tool to meet the specific business objectives of retailers. I see this as a way to help corporate marketers improve business processes, as well as to establish a tool set that will improve the management of marketing campaigns, making them more targeted, more efficient and more effective, in a way that creates measurable results for the bottom-line.”
You will see more and more digital signage software companies developing solutions that support HTML5, but more to the point, interactive companies that focus on web-based content that can extend what they do for online to other devices, including flat panel displays.
Things like menu and meeting room boards that have a fixed look work very nicely off not much more than a locally cached web page displayed on a screen of any size.
The menu board sample provided with the release is, purely as a side note, a solid example of what not to do with menu boards. Diners at this place will struggle to read text that is too small (when you think about likely viewing distances) and lacking contrast (red type on a black background is less than optimal). You also don’t want to delay decision-making and transaction times by using a ticker.
End of lesson.
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for some 14 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia, on Canada’s east coast.