DigitalSignage Issue 12 by Alchemedia Publishing

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Editorial:

Where Art Meets Commerce

Story: Christopher Holder

ur cover could hardly be more focussed on commerce. You’re looking at the latest digital signage installed into the facade of Australia’s newest and swankiest shopping mall, Emporium.

Australian retail is an appealing prospect to the increasingly globalised world of big name brands, including (*gasp*), Uniqlo. Yes, the Japanese retailer of brightly coloured apparel (I’m guessing The Wiggles can thank Uniqlo for at least some of its success!) has caused a stir with its OCD approach to serving up perfectly-priced, cookie-cutter clobber with smiling alacrity. If any retailer has turned shopkeeping into a science then it’s Uniqlo — it leaves nothing to chance. This includes the store design. Inevitably, digital signage plays a key role. The signage isn’t so much in the shop window, but plays alternative key roles. Smaller signage displays sectionspecific content (leggings, sweaters, etc); but the big-ticket item is the large video wall that provides an imposing, digital backdrop. It’s the video wall that conveys the retailer’s DNA, the ‘vibe’ if you will. Atop the Emporium is the impressive digital outdoor display managed by oOh! Media. This issue we sit down with oOh!’s CEO Brendan Cook and hear a fascinating account of how a traditional billboard company has begun the transformation to a provider of a large-scale national network of digital out of home.

the Japanese retailer of brightly coloured apparel has caused a stir with its OCD approach to serving up perfectly-priced, cookie-cutter clobber with smiling alacrity 4

Digital Place-Based Media & Technology

But the point of this essay, is to reconcile the irreconcilable, so I best get on with it.

Art. I don’t know much about it. I studied Art Appreciation as a 15 year old. I was quite good at rabbiting on about what the little girl in the red coat and the hoop was probably thinking on a barmy 19th-century Parisian afternoon. But what I haven’t much of a clue about is how technological advancements have pushed generational change in artistic style. We laud the Dutch masters, the French impressionists, the pop art iconoclasts… but how much of their genius and daring can be attributed to new media and new materials as it can new techniques and a new view of the world? My stab-in-the-dark guess is: there’s a direct correlation between new methods and new media.

This is clearly evident in the way projection and display technology is being enthusiastically adopted by artists. Like Michelangelo developing a new blue pigment and making Florentine jaws drop, so too is the current crops of technologies’ superior brightness, colour, contrast and resolution providing a brand new ‘canvas’ for artists willing to explore the boundaries of digital media.

And speaking of exploring boundaries, Lisa Moet’s enormous Pepper’s ghost (no, not a ‘hologram’ you nitwit!) of a beating gorilla heart, which floated eerily in the Neo-Gothic interior of the Forum Theatre, shows what’s possible. Think Gen Y hipsters are impossible to impress? There was plenty of slack-jawed amazement evident at this particular White Night installation.

Elsewhere at the one-night-only festival of light, Melbourne’s civic buildings were fabulously swathed to pixel-mapped perfection. Are not these projections we see, drawing 100,000-plus people into the ‘painted’ streetscapes of Melbourne, not art? Equally, are they not digital signage?

See what I did there? Yes, signage, commerce and art can be friends. In fact, I would suggest their trajectories will increasingly intersect. And what these artistic works ably demonstrate, is that digital media/digital signage can be a drawcard; an attraction even. Christopher Holder, Editorial Director chris@dsmag.com.au

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CONTENTS ISSUE 12 2014 Digital Place-Based Media & Technology

Advertising Office: (02) 9986 1188 PO Box 6216, Frenchs Forest, NSW 2086

Editorial Office: (03) 5331 4949 PO Box 295, Ballarat, VIC 3353

Publication Director:

Stewart Woodhill (stewart@dsmag.com.au) Editorial Director: Christopher Holder (chris@dsmag.com.au) Publisher: Philip Spencer (philip@dsmag.com.au) Art Director: Dominic Carey (dominic@alchemedia.com.au) Graphic Design: Daniel Howard (daniel@alchemedia.com.au) Contributing Editor: Graeme Hague (news@dsmag.com.au) Technical Editor Andy Ciddor (andy@av.net.au) Accounts: Jaedd Asthana (jaedd@alchemedia.com.au) Circulation Manager:

Mim Mulcahy (subscriptions@dsmag.com.au)

FEATURES 8 Out of Home, Out of Sight! Brendan Cook, oOh! Media Interview COLUMNS 14 Gaye Steel, GuihenJones 16 Pete Williams, Deloitte Digital REFERENCE 30 Whoâ&#x20AC;&#x2122;s Who Company Profiles

Digital Place-Based Media & Technology

IN ACTION 18 Tom Bradley Terminal, LA 20 Airport Digital Vending 22 Country Road 23 Time Warner Retail, US 24 Sydney Biennale 25 NGV Digital Media 27 Adairs COMMENT 34 Mug Punter: Digital Out Of Head

alchemedia publishing pty ltd (ABN: 34 074 431 628) PO Box 6216, Frenchs Forest, NSW 2086 info@alchemedia.com.au All material in this magazine is copyright ÂŠ 2014 Alchemedia Publishing Pty Ltd. The title AV is a registered Trademark. Apart from any fair dealing permitted under the Copyright Act, no part may be reproduced by any process without written permission. The publishers believe all information supplied in this magazine to be correct at the time of publication. They are not in a position to make a guarantee to this effect and accept no liability in the event of any information proving inaccurate. After investigation and to the best of our knowledge and belief, prices, addresses and phone numbers were up to date at the time of publication. It is not possible for the publishers to ensure that advertisements appearing in this publication comply with the Trade Practices Act, 1974. The responsibility is on the person, company or advertising agency submitting or directing the advertisement for publication. The publishers cannot be held responsible for any errors or omissions, although every endeavour has been made to ensure complete accuracy. 7/5/14

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Distributed by Amber Technology | Unit 1, 2 Daydream St, Warriewood NSW 2102 FREE PHONE 1 800 251 367 www.ambertech.com.au display@ambertech.com.au

Out of Home Outta Sight

oOh! Media’s CEO, Brendan Cook, chews the fat with DigitalSignage’s Editor, Christopher Holder, who learns that ‘digital is our friend’. Interview: Christopher Holder

Oh! Media is cashed up and in the mood to impose itself on the digital out of home (DOOH) market. In an industry that traditionally has had about as much sophistication as space in the Yellow Pages doorstop, DOOH has completely transformed the way oOh! does business. The payoff ? Clients and agencies now have access to a huge network of traditional and digital signs across the nation, on high traffic roadsides, airports, Westfields, and more. Clients can be as local or as broadbrush as they desire or require. TECH HEADS OUT OF HOME

DigitalSignage: Traditional mass media advertising has been heavily diluted. Does that make digital out of home more compelling to advertisers?

Brendan Cook: I think the one thing we can say about out of home in general, is that our audience isn’t declining and technology is our friend. If you look at most traditional media, the core bases of their business, their earnings, are declining and they’re being disrupted by technology. So we are in a very strong position purely and simply because, as creatures, we don’t want to be sitting indoors glued to an iPad or computer all our lives. Our instinct is to get out and engage in life and that’s where we are. We’re part of that life engagement, whether that be socialising, working, travelling etc. That’s where out of home is. DigitalSignage: What new business is DOOH winning for oOh! Media?

Brendan Cook: Once upon a time retailers could buy a whole lot of newsprint the day before a big weekend sale and reach masses of people. That’s not as easy today. But digital is potentially really potent in this regard. If you could buy space on a bunch of digital signs around your retail store in the days before an event, then you’re speaking to consumers in that locality. And that’s a style of communication static out-of-home simply couldn’t pitch to. The digital environment is different, a different service to an advertiser. DigitalSignage: Digital can be far more flexible and as ‘micro’ as you want, along with as ‘macro’ as you need. 8

Digital Place-Based Media & Technology

Brendan Cook: Right. And in many ways nothing has changed. Go ask McDonald’s how important a 5km radius is to its marketing. The answer is ‘very important’. One of the great challenges for small/medium-sized enterprises with a local customer catchment area is that Google hasn’t helped them; search hasn’t helped them. There are some winners, but not many; there are a lot more losers. In this regard, advertisers want to promote their business to an audience in a certain catchment area. It’s an important part of their business strategy. So we’re certainly seeing quite a significant increase in our small-to-medium sized customer base buying one sign here, one sign there. TIME TO ENGAGE

DigitalSignage: What’s your general attitude to the cool things that DOOH can do to engage punters?

Brendan Cook: Our approach to digital signs is to say ‘forget what the technology can do, what’s going to help engage the consumer and, ultimately, help to sell product for the client?’. That’s the way we look at digital signage. Is the site walk-by? Is it drive-by? Am I sitting there for 20 minutes waiting for something? Once you understand what it’s doing then try to ensure the advertising will resonate with the audience within the period of their engagement. DigitalSignage: Don’t get focussed on the geewhiz gadgetry at the expense of the basics then?

Brendan Cook: That’s right. From there you can look at all the beautiful things technology can do to influence the way you approach product delivery. DigitalSignage: Does the DOOH future lie in day-parting and contextualising?

Brendan Cook: Of course. There’s no doubt we’ve already started day-parting, but it’s going to have the most relevance the more you can keep it in some contextual relevance: sunscreen ads on a hot day; umbrella ads when it’s raining. Having that sort of ability to hone the timing and/or location of the message really does lend appeal to advertisers as long as it is working to sell more product for them.

itâ&#x20AC;&#x2122;s now worthwhile for the creatives to invest in this platform because the infrastructure is in place

small/medium-sized enterprises with a local customer catchment area … Google hasn’t helped them… advertisers want to promote their business to an audience in a certain catchment area INTERACTIVITY

DigitalSignage: How will interactivity best work for digital out-of-home? Brendan Cook: Clearly, technology is evolving quickly. And it’s early days, so we’ve not necessarily seeing a clear pattern in how people want to interact with these displays.

The key is: are you giving people what they want? Do you understand what makes more people engage? It’s not simply about whether the technology is available — that’ll be a given. It’s about learning people’s desired response. In the same way as direct marketeers have learned what works and what doesn’t over many years.

Here’s an example: We’ve done some work with the Australian Meat & Livestock Corporation. We started off inviting people to SMS the digital sign for more info. Then we changed that to simply providing a button that activates a printer inside the digital sign — lower tech, but more effective, as it turned out. We can remotely change the recipe or the coupon on the printer inside, but the button currently gets 10 times the interactions a mobile phone does. I’m sure that will change as people’s behaviour changes, for example, when tap and scan really kicks in. DigitalSignage: There are plenty of examples of one-off innovative DOOH executions, but no real pattern, or formula to get people to engage. Why is that? Brendan Cook: I think everyone’s in the learning phase. Even the Googles of this world are continuing to experiment in engagement, as are multiple brands. I think we’re in a period where the technological possibilities are leading to creative stimulation and people are working out what works better and what doesn’t. As I mentioned, it’s no different to if you went back to the embryonic days of direct marketing. You have to go through a period of learning what works and what doesn’t work. TURNING THE AIRCRAFT CARRIER

DigitalSignage: On the face of it, the digital revolution is as simple as pulling down an old

Digital Place-Based Media & Technology

billboard and replacing is with a ‘big screen’. But the reality for oOh! must be a total shake up of how you do business?

Brendan Cook: It is. The reality is you have to bring in lots of new skill sets: capital planning from a financial side; different technology issues in terms of maintenance and managing programs; and integrating it all into your existing business systems in a very different way. From there, selling the space is a different proposition for our sales team. DigitalSignage: Is it simply a matter of time before your traditional billboard signage is phased out?

Brendan Cook: Whether we like it or not, traditional signage sells product. And it’s the complementary nature of the two [traditional and digital] that becomes a winning formula. Remember: a static sign is still working hand in glove with digital, in the sense that it has strong results in engaging mobile, whether it just simply by helping someone to search a website or if it’s a QR code or similar to assist in the downloading of information.

I think the mix of the two will end up being the way a lot of great creative strategies and campaign results will come together. There’s no doubt that the digitisation of signs, of existing signs from static to digital, will occur. But at no stage in the immediate future will there be a time where there is no such thing as a static sign because there are too many creative and commercial reasons why you need a static sign. DELIVERING FOR AGENCIES

DigitalSignage: Does it surprise you how slow the big agencies have been to pick up on digital out of home?

Brendan Cook: I don’t think they’re slow to pick up on it. At the end of the day massive digitisation change requires you to deliver the audience, so you’ve got to have the capital to do that, and then there are council regulations [for permission to install the sign] or other commercial discussions that need addressing. Once people realise you’ve got something new, it takes them time to embrace the different ways they can use it. Now we have the critical mass where we can deliver across the country and reach a massive

THE HUNGER ‘GAMES’ FIRE UP WITH TAP OR SCAN

Brendan mentioned how tap or scan isn’t for everyone (Mums after a lamb chop recipe, for example), but has real currency among the younger generation. One example is Village Roadshow’s latest out-of-home retail campaign to promote The Hunger Games Catching Fire DVD release which has an integrated gaming technology to increase shopper interactivity, in-store impact and online share-ability. In the largest interactive Tap or Scan campaign in Australia, whenever a shopper taps or scans their mobile device to access the Catching Fire memory game, all the digital panels running the campaign within that Westfield centre will appear to catch on fire. The Hunger Games Catching Fire campaign by oOh! Media reaches around 5 million shopper contacts and impacts many more people through online sharing. The campaign not only entices the shopper to play the game with a daily $200 Westfield voucher prize for the fastest player, but also encourages them to share the game via social media giving them and their friends the chance to win a $1000 Westfield voucher. Blair Hamilford, oOh!’s Commercial Director Sales-Retail, said agencies are realising just how powerful interactive retail advertising is to engage with shoppers and drive awareness away-fromhome and online. oOh! has established permanent NFC and QR connection to around 7000 sites in Australia and New Zealand. “Village Roadshow’s advertising uses digital panels and tap or scan technology to go a step beyond awareness, by engaging with shoppers, and then taking a further step by encouraging online sharing,” Mr Hamilford said. ”oOh! developed the concept of the memory game and developed the back-end systems to take the campaign well beyond the consumers’ first contact with the digital panel.” The game and promotional mechanics of the campaign involve the shopper tapping or scanning their mobile device onto the retail advertising to be directed to a mobile site where they play the memory game by matching the mocking-jay pin motifs. The campaign ran for 14 days across 77 digital and static tap or scan-enabled panels in Westfield shopping centres across Australia’s Eastern Seaboard and 142 static panels nationally.

oOh! Media: www.oohmedia.com.au

audience in many different environments via different approaches with digital — whether in combination with static or individually. So now we’re starting to see the cogs turning quicker, with clients and creative agencies really starting to work out: “Geez I could use it this way”. Suddenly, we’re seeing an increase in the speed with which ideas are evolving. DigitalSignage: How much are you seeding and inspiring the market and how much are you just letting the market figure it out?

Brendan Cook: If we didn’t ‘seed and inspire’ we’d go broke! Take the great work we did with Google recently: we built the platform that actually allowed the interaction to occur. We do that regularly. We’re making creative ideas a reality with what we now know about this platform. And, in turn, it’s now worthwhile for the creatives to invest in this platform because the infrastructure is in place. 12

Digital Place-Based Media & Technology

CRITICAL MASS

DigitalSignage: Just how important is it to have that critical mass?

Brendan Cook: It opens up the sales opportunities for people to use the medium. It also adds to the creative extension of the medium. In other words, you can find different ways to use the medium to interact with the consumer that meets whatever the brand objective is.

Furthermore, it’s adding an extra stimulation to the social amplification: consumers are engaging with the product and starting to be more involved. There’s a whole range of other social amplifications coming out the back end of what digital can offer or digital combined with static can offer.

DigitalSignage: What’s your ultimate vision? How can digital out of home close the marketing loop? Brendan Cook: We call it ‘away-from-home connections’, and that’s what we do, we con-

nect consumers away from home with brands. And in that regard, not much has changed over many years. But now we can give consumers new reasons to engage, inviting them to interact or download content. COMPETITION?: BRING IT

DigitalSignage: Prime outdoor positions aren’t limitless. Is it bit of a bun fight at the moment?

Brendan Cook: I think the great thing about the out-of-home market is competition. Digital invites new entrants and I think competition only stimulates clients to look at the medium. Like I said at the beginning, the out of home market isn’t going away: our audience isn’t declining and technology is our friend. If those two elements were not the case then I’d think we’d have a lot less creativity and we wouldn’t have new entrants giving it a go with something different. Bring it on! 

Retail:

Digital Out of Home: Out of This World Gaye is an experienced marketing professional, having launched her career in marketing in FMCG working for a multinational Reckitt & Colman for 10 years, followed by stints at McDonald’s (as National Marketing Manager), Telstra and Church & Dwight. Gaye is now relishing the challenges of agency life in her role as Marketing Director for GuihenJones (retail communications agency). She is also an accomplished Academic Lecturer in Marketing & Advertising.

Story: Gaye Steel

ene Roddenberry was a visionary. You may never have heard of him but he was actually the first to suggest sharing information on handheld tablets, displaying information on interactive touchscreens, searching for information using voice-activated personal assistants and talking face to face over computers. His creations were years ahead of their time, light years in fact. As the inventor of the Star Trek series, he was able to suggest futuristic digital technologies no matter how absurd they seemed. Back here in the 21st century, some retailers are continuing to pioneer and experiment with digital technologies to drive revenue, giving them a huge advantage over their more cautious competitors.

Throughout the twentieth century, being unique in retail was a lot easier. No two stores looked the same and very few sold the same items. Those stores that did sell similar items to their competitors ensured repeat custom by building strong relationships with their customers. The last 60 years has seen an almost complete obliteration of personal-service-focused stores, replaced instead with multi-storey shopping centres, world famous chains and city high streets that look the same the world over. So modern uniqueness has had to take on a new form — a digital form. WEB & MORTAR

From the biggest brands in the world, to the smallest local butchers, those that want to stand out from the crowd are creating unique digital experiences to get people in store, keep them entertained and informed while they’re there and even allowing them to purchase items they don’t have on site.

The internet has spoiled modern shoppers to such an extent they’re used to seeing massive inventories that can only fit on a website. Then when they step over the threshold of a bricks and mortar store, they’re surprised and even irritated when an item is not in stock. As a result, many stores are using digital to not only take the surprise out of stock control but also giving shoppers an array of options to ensure they spend their money with them one way or the other. DIGITAL ON THE HOOF

British retailers are seamlessly integrating the online experience with the in-store one so that

Digital Place-Based Media & Technology

‘out of stock’ does not lead to ‘out the door’. In the stores of Scottish high street and internetbranded footwear company Schuh, each staff member is armed with a digital scanning device that instantly allows them to see if the shoe is in stock. If it’s not, they can order it through their online shop there and then for you and even deliver it to your home within 24 hours. In the time it would have taken its competitors to go in the back, snoop around and then break the bad news, Schuh has actually sent the same item to your home and you don’t even have to drag it around the shops all day! American manufacturer New Balance has taken this one step further by having its entire shoe catalogue available on iPads dotted throughout its stores. So its shoppers can browse colours, sizes and prices of items that aren’t available there and then and buy them online if necessary.

Instead of small, easy-to-miss iPads, here in Australia, Van Heusen, a division of Gazal, installed large-format interactive touchscreens to the menswear floor of the Myer Sydney City store — the first large-format interactive kiosk to be installed there. Using a high-definition display, interested customers are offered personal styling advice and access to a large catalogue of suggested coordinated looks at their fingertips. They can then delve right into detailed product information if they wish, maximising the customer interaction experience.

German automobile giants Audi has truly channelled Gene Roddenberry’s sense of abstract thinking by creating a showroom… without cars in it! Audi City uses huge state-of-the-art interactive screens in digital showrooms designed to fit into an area the size of a regular shop, making clever use of precious city centre space — a truly immersive way of interacting with potential customers and more importantly, enticing them. iBEACON, SPOT ON

These are just some examples of retailers harnessing the power of digital to empower customers in search of more detailed information, more comprehensive product choice and even more freedom in how they shop. But what about those retailers that don’t want to wait for their customers to come looking for these options? What if they could send it to them before they even knew they needed it? Well, there is a game-changing technology currently being trialled by the leaders in digital

innovation, Apple. Its low-powered wireless indoor positioning technology, iBeacon, enables small wireless location-aware sensor beacons to pinpoint where customers are in a store. Retailers can then send notifications of nearby products, offers and information available in store, straight to iOS 7 devices such as iPhones or display them on nearby digital signage. Apple itself is in the process of installing iBeacons across 245 stores in the US, having already installed 20 of them in its flagship Fifth Avenue store in New York. Elsewhere, in London, some cafés and hotels have signed up with a leading publisher to produce an iBeacon service that allows them to offer magazine apps free of charge to the public in particular stores.

As long as retailers resist the urge to spam people’s phones with valueless marketing, iBeacon technology should enhance the possibilities of its predecessor, RFID. Exciting innovations like this, along with all the others mentioned above, should always strive to enhance the overall customer experiences in store, not detract from it. If retailers continue to use digital to attract, engage, inform and direct customers, they will continue to boldly go where no retailer has gone before. 

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Future:

Your Data: It’s Time to Share Peter is a thought leader and practitioner in innovation with a particular focus on digital innovation. As CEO, Peter founded Deloitte Digital, a business pioneering the delivery of professional services online. Peter is a sought after speaker and media commentator both locally and internationally and has worked with boards and senior executives of many companies helping them understand and adapt to the rapidly changing digital environment. Peter leads the Australian chapter of the Centre for the Edge, a Silicon Valley Applied Research Centre, is an Adjunct Professor at RMIT and a board member of Circus Oz.

Story: Peter Williams

orporate communication is your view of what you think I ought to know about your business. You tell me what you know and I’ll combine it with what I know — and that’s going to give me the best experience as a consumer. And that’s best done through interactivity. On a retail level, I’d encourage you to look at your shopfront.

Real estate agents: why doesn’t every real estate agent have dynamic displays in their front windows? But even that’s not enough. If you do have signage, why can’t I interact with it? I’ve spoken to the Arts Centre in Melbourne, which has its What’s On stickers — and this observation is true of any performing arts centre: Why aren’t they interactive? Why can’t I touch it, trigger a video of what’s on and buy tickets, all from the digital sign?

More generally, anyone with an external facing accessible window, I’d be asking: have you considered turning that window into something interactive? It stands to reason you have people going past your windows interested in your business, and interactivity is the best way of enticing them to experience your brand. Take the Telstra shop in Melbourne’s CBD, with the touch games in the window. It amazes me that we don’t see more of that. The communication shouldn’t stop once I enter your store.

Just have a look at the signage on shelves and aisles, in warehouse stores — Bunnings/Masters, Coles/Woolies etc. If you’re not familiar with that store, you’re completely lost. And if I want four things spread across the acres of floorspace, you can be there for an hour figuring it out! Why isn’t there a screen where I can tap in those four items and be given an itinerary? There have been some big advances in indoor mapping and this is an area that’ll inevitably take off in warehouse outlets, making it easier to shop. Corporates: the digital signage you’ve just installed into your foyer — what’s it actually doing for you? Is it a self-congratulatory backslap or is it providing me something extra that I might be interested in? I’m talking about safety stats, elevator or power usage. I might be waiting for my morning coffee in the foyer and I’m now seeing something interesting, something engaging.

Digital Place-Based Media & Technology

It may even change my behaviour. I might head back to my desk via the stairs and not the lift this morning. Even better, can I interact with the messaging? But the point is: if you’re collecting data on a facility management level, then you can be using that data to improve the workplace and modify people’s behaviour.

Once you’re in the work environment, how are you using digital signage? At Deloitte Digital we have large screens displaying real-time information about our software development projects. Our teams work in cell groups, and, thanks to the big screens, each group can see who’s working on what. Then, when we commit to a build and when it’s complete, everyone can share in the progress. It’s great for collegiate motivation in terms of the real-time focussing of effort. Most workplaces try to foster a feeling of collaboration. And many business environments rely on internal social networks for communication — systems such as Yammer. For example, our Deloitte Digital team will use it for development and support. We’ll have a Yammer feed, a Chatter feed, as well as call waiting times, all incorporated into our ‘Social’ display screen. So a customer request may come through via Twitter or internally through Yammer. Once it’s up on our digital signage we can immediately deal with it. It’s there for all to see — it’s a shared responsibility. You can imagine this type of collaboration and shared information being perfect for call centres or in a hospitality environment where there are multiple clients and a host enquiries.

Digital signage can be blue collar as much as it can be white collar. In factory environments, where not everyone is mediating their lives through a screen, you can use digital signage to provide important messaging. It might be safety, or what’s going on in the workplace that day; information that historically has been on file but not made a available. It can be available and make the workplace better.

I’ve been working with RMIT, specifically with their Games and Experimental Entertainment Laboratory (GEElab), and we’ve been exploring how to engage a large crowd, such as a stadium situation. As these venues are becoming more wi-fi’ed, you can leverage everyone’s smartphones to play mass games. Using the big visionboards you can have two sides of the stadium competing to ‘kick a goal’ or play tug of war, for example.

The ability to transform signs from something that are historically passive to something that are easily interactive and used to engage a large number of people — that’s the journey we’re on.

Leveraging smartphone technology that’s utterly ubiquitous, it’s a no brainer, and can be fun and attracts people. Instead of static digital billboards, we’re seeing participation and engagement. Look at digital signage from a perspective of cost: ten years ago large-screen TVs were prohibitively expensive and now they’re a commodity item. They’re cheap and the software is in the cloud — you don’t have have to be maintaining sophisticated infrastructure. It’s now more about the creativity than the practicalities and financial considerations of installing a system. 

LAX Flight of Fancy Tom Bradley Terminal’s State of the Art Signage.

In Action

They call it an Integrated Environmental Media System or IEMS (mercifully) for short. And it’s going gangbusters at the new Tom Bradley International Terminal at LAX. The IEMS was developed by MRA International in concert with the LA World Airport’s executive team. The IEMS consists of seven media features, with approximately 9600sqft of combined active display area designed by Marcela Sardi of Sardi Design. Providing the technical solution was Smart Monkeys.

Sardi Design: www.sardidesign.com Smart Monkeys: www.smart-monkeys.com Madison Technologies (SpinetiX): 1800 00 77 80 Daktronics (LED Panels): (02) 9453 4600 or www.daktronics.com

A brief tour of the seven media features includes: The Welcome Wall, which greets arriving international passengers as they exist passport control. A dramatic 80-foot portrait-mode LED wall bisects the presenter departure bridge with content ranging from stunning atmospherics to joyful scenes of greeting. The Bon Voyage Wall delivers a unique sendoff for departing passengers as they clear security and cross the departure bridge. The Story Board is a 120-foot long multi-panel LED display that spans the west end of the Great Hall and is suspended on custom trussing so the panels appear to be floating. The Time Tower is built around the Great Hall’s elevator tower. The 72-foot high, four-sided

Digital Place-Based Media & Technology

media feature has an upper surface composed of high-resolution 6mm-pitch LED panel and a base of 10mm LEDs behind diffused glass panels whose interactive surface reacts to the gestures of passengers as they approach. Above the Time Tower is the curved Destination Board, which displays flight departure information while entertaining passengers with visual data on destination cities. An arched LED crest displays graceful patterns related to the display. Two Portals provide a transitional experience as passengers leave the Great Hall en route to their departure gates. Each Portal consists of ten 28-foot tall columns of vertically stacked 55-inch LCD monitors. As passengers walk by the Portals their movement causes the content to move and transform. You’d be excused for thinking the technical solution for such a mammoth undertaking would be immense. Rather, the system resides on only 8U of rack space. The Smart Monkeys’ ISAAC media platform helps to turn a complex scenario into a simple to manage system. Seven Grass Valley K2 quad-channel playout units, 20 X-Agora dual-channel interactive players and more than 20 SpinetiX single channel HD digital signage players combine to play back media anywhere. 

The Magazine for Audiovisual Professionals

ISSUE 38 OUT NOW Get your copy: www.av.net.au

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www.seifertsystems.com.au

Vanity Fare Sydney Airport launches digital vending machine first

His In Action

Sydney Airport has unveiled a world-first retail service for its customers, launching digital touchscreen vending machines that stock travelsize toiletries in its terminals. The digital vending machines have been designed by Melbourne-based washroom vending company Powder Room Interactive Media (PRI Media) and tailored exclusively for washrooms in Sydney Airport’s T1 International and T2 Domestic terminals.

Sydney Airport: www.sydneyairport.com.au Powder Room Interactive: 0422 810 080 or www.powderroominteractive. com.au

Customers visiting T1 and T2 will now have convenient access to a range of popular travelsize beauty and grooming products from the likes of Nivea, Carefree, Listerine, Dettol, Durex, Herron, Napoleon Perdis, Gucci perfume and D&G cologne – which meet customs requirements for liquid allowances. The machines accept credit card payments, including ‘tap and go’ functionality, as well as coin payments. Sydney Airport Head of Advertising and New Media, Martin Salter, said it was important to offer customers access to everyday essential products and services at the airport. “Sydney Airport is committed to delivering an exceptional customer experience that offers travellers choice, value and convenience. These new digital vending machines in T1 and T2 will

Digital Place-Based Media & Technology

Hers provide our customers with access to the brands and products they want, when and where they need them. “We’re delighted to be the first airport in the world to offer this unique and innovative washroom experience to our customers.” PRI Media General Manager, Michelle Davis, said the launch of the digital vending machines at Sydney Airport marked the beginning of a new era in the domestic washroom space. “The washroom vending machine market has come a long way from the coin-only metal box stuck in the corner of the bathroom. In today’s digital world, consumers want convenience combined with brands they know and trust. Our machines combine easy access to popular personal products and cosmetics with targeted marketing messaging and advertising opportunities,” Ms Davis said. PRI Media has installed 55 interactive vending machines in both female and male washrooms in T1 and T2. All of the machines feature a 32-inch HD LCD interactive touchscreen with audio, enabled to run TVCs, interactive banner advertising and campaign messaging. The machines will also enable brands to take an active role by facilitating product sampling and promotions. 

Get connected with Atlona at IDT

Signal Dependability – Connecting Technology at IDT Atlona simplifies your system design by offering complete, end-to-end, AV distribution and switching solutions. 4K, HD and computer content can be distributed over a single Atlona platform with the assurance that every transmitter, receiver and switcher has been designed to deliver a superior AV signal. Large stocked Atlona range exclusively distributed in Australia by IDT Transmitters, receivers, switchers, wall plates, distribution amplifiers and scalers AV distribution via HDMI™ and category cable up to 100 meters HDBaseT® Alliance certified for compatibility and performance Device control via Ethernet, RS-232, and IR signal routing Audio support up to Dolby® TrueHD and DTS-HD Master Audio™ Connectivity from any signal, including HDMI, DisplayPort®, VGA and composite video Switcher options for any environment, from corporate to home theatre installations

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Window Dressing Country Road trial front-facing LED

In Action

FM Digital: (03) 8792 0000 or www.fmdigitalgroup.com.au

Here’s the pitch: as a retailer, you’re renting prime real estate. You understand the importance of good window displays to convey the DNA of your business. But why aren’t you exploiting this expensive, desirable real estate to display dynamic content? Here’s another pitch: You’ve spent tens of thousands of dollars shooting or licensing amazing video content yet the only place you can see it is on your website or edited into a TV ad. Why not display this primo video in your shopfront so thousands of passing pedestrians and/or vehicles can be influenced? Time to stroke the chin and consider that for a minute. Country Road did, and replied: “You’re right. Let’s give it a go.”

BUSY ROAD The fashion retailer rented a modular LED screen system from FM Digital to temporarily install into four of its landmark stores: Chadstone Shopping Centre and Chapel Street in Melbourne, as well as Pitt Street Mall and Bondi Westfield Shopping Centre in Sydney.

Digital Place-Based Media & Technology

The screens are used to display a recent Woolmark Australia wool promotion featuring the very ‘now’ Australian actress and model Isabel Lucas. The LED cabinets (480 x 480mm) can be configured in a variety of ways and will happily talk to your chosen content management system. Country Road trialled the displays for six weeks and will make a decision as to whether they’ll proceed with the strategy. FM Digital has also sown the LED seed of an idea with Southbank BMW in Melbourne. Again, leveraging the dealership’s enormous, high-exposure frontage and passing traffic. 

Time For Change Time Warner Cable opens doors on New York flagship store

Digital merchandising firm, Reality Interactive has been working with Time Warner Cable for over a year to roll out its redesigned experience stores. After rolling out 20 smaller stores nationwide in 2013, Time Warner Cable was ready to unveil its New York City Flagship Store in February 2014. The Time Warner Cable Flagship Store features a range of digital installations, including a large video wall, interactive product demos, a digital fireplace, several large 21-inch tablets combining product learning with internet browsing, multiple five-screen video walls around the store and smaller signage tablets highlighting relevant offerings to customers during face-to-face contact with Time Warner Cable associates. Each piece of technology was strategically placed in the store. Customer and employee traffic flow, crowding, engagement zones and sightlines were taken into careful consideration. The placement of digital experiences was designed to encourage traffic movement in some areas while discouraging crowding in others, and various techniques were used to draw customers in. The screens are placed so that they are visible from

different locations in the store, each playing a different role in the customer journey. “This was an exciting project for us because we could take everything we had learned from the smaller stores over the past year and apply it to this new grand retail environment,” Creative Director, Doug Hampton-Dowson said. “The customer experience was always the central focus for us. We wanted to create the right blend of entertaining, relatable content with just the right amount of brand messaging. Our challenge was to create an environment where customers could experience intangible Time Warner Cable services in a tangible way.”

In Action

Reality Interactive: www.realityi.com

The biggest, most exciting part of Reality’s digital installation is the Mobile Station Showpiece: a larger-than-life 90-inch custombuilt tablet that looks and behaves like a giant mobile device. 

Digital Place-Based Media & Technology

Art Meets Science Panasonic powers 20 video artworks at contemporary visual arts festival

In Action

Panasonic Australia: (02) 9491 7400 or www.panasonic.com.au

The Biennale of Sydney is always guaranteed to set the fur flying in the Australian art community, but the 19th Biennale this year managed to whip up a perfect storm of controversy. Was the festival being funded by blood money from those peddling human misery? Some artists thought so and walked away from their meal ticket. Was the festival simply too lightweight and inconsequential? If ‘serious art’ means ‘incomprehensible’ or the guarantee of violent jihad on the artist then perhaps. Never mind. For our purposes, the Biennale of Sydney demonstrates just how much art is intersecting with digital signage, with digital art playing a more prominent position in the roster. If further proof was needed of the rise and rise of digital, then look no further than Panasonic taking up the role of a major partner in the festival, powering no less than 20 video artworks. Whereas in years gone by, artists have been less than enamoured with the brightness, colour and contrast of projected images, Panasonic demonstrates just how vivid and visually arresting a projected image can be. One of the major video artworks, Eva Koch’s I Am The River, uses a state-of-the-art

Digital Place-Based Media & Technology

PT-DZ21K three-chip DLP projector verticallymounted and front-projecting onto a special 13m-high by 7.3m-wide screen (pictured). Set in the industrial surrounds of the Turbine Hall on Cockatoo Island, the PT-DZ21K was chosen for its high brightness of 20,000 lumens and the three-chip DLP technology that produces true-to-life colours. This life-size visual and audio experience recreates the awe-inspiring scale, majesty and deafening roar of an Icelandic waterfall. Truly stunning. “I’m really grateful to use this flagship projector because it produces an image that is bright enough to compete with daylight,” said artist Eva Koch. “I also used Panasonic LED projectors in my latest permanent installation back home in Denmark and they produce really good images. They’re also affordable and low-maintenance, which is a great help to keep maintenance costs down.” 

Vision Realised Chinese video art at NGV

Head along to the National Gallery of Victoria (NGV) before the end of September and you’ll catch an exhibition by one of China’s most respected video artists, Wang Gongxin. There are three works that reflect upon contemporary and traditional Chinese culture, displaying Gongxin’s characteristically subtle humour and subverting viewers’ expectations by turning seemingly ordinary situations upside down. To maintain a theme this issue, where art meets digital signage, it’s fascinating to hear, once again, how projection technology is catching up with the artist’s vision — a little like Da Vinci alighting on a superior paint compound. In this case, each of the works is projected onto its canvas by a combination of 14 Sony Professional VPL-FH31B large installation projectors.

have been waiting for three years to present my works Relating – it’s about Ya and Basic colour with projectors of this quality.” The exhibition is dominated by the major nine-screen installation Relating – it’s about Ya, 2010, an exuberantly filmic experience that deals with Beijing’s relentlessly fast pace of life in an intense display of sound, colour and movement. Basic colour, 2010, is a five channel video installation that depicts extreme close-ups of a naked body in which the human form is gradually hidden and abstracted by continuously-snowing powdered pigments. The third work, Dinner table, 2006, is a recent NGV acquisition which depicts a Chinese banquet laden with carefully presented dishes – projected onto a steeply tilted white table – defying gravity to slide slowly and impossibly upwards. 

In Action

NGV: ngv.vic.gov.au Sony Australia: 1300 720 071 or pro.sony.com.au

Wang Gongxin: “As a video artist, my work is made more attractive through higher quality projector equipment. Technology moves very quickly; in the past, the quality and resolution were not as high as they are today meaning that areas of detail were lost. The new Sony VPL-FH31B projectors are so rich in colour and their high definition quality is amazing. I

Digital Place-Based Media & Technology

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Digital Place-Based Media & Technology

Between The Sheets Adairs’ boutique super store

Adairs is recognised as a leading specialist retailer of manchester and homewares. Its 100+ stores are run by a crack retail team, offering customers a high level of service and a comprehensive range of product offerings. But Adairs faces a conundrum. Traditionally, Adairs occupies big-barn spaces where its wide range of furniture and other products can be displayed to best effect. That’s fine for ‘super centre’-style shopping, but what about prime retail where shop footprints are small and rents are high? Is it possible to provide the big-store experience within a boutique-size outlet? The answer is yes, if you leverage the power of a well-conceived digital signage solution. Adairs approached Sumo to help to deliver a multifaceted solution including in-store touchscreen displays designed to allow customers to browse through current product offerings, place products in a virtual shopping bag and send them directly to front counter for payment and pick up. The interface renders the products in a user friendly manner and performs all functions even when the system is offline.

To complement the in-store touchscreen, hand held tablets are used by staff to perform a similar function, and can perform stock counts in other stores as well as their centralised warehouse. Staff are encouraged to walk around the store with the tablets and assist customers with purchasing decisions. In the front (outdoor-facing) window is a large 46-inch landscape NEC High Bright 1500-nit LCD that displays high-frequency and highvisibility advertisements and promotions that entice passersby into the store, increasing foot traffic and quick transactions. For mall-based stores (without the intense glare), such as the one pictured above, Sumo installed one of its own 46-inch commercial displays. The result is a system that enhances the customer experience, while also giving Adairs a ‘virtual’ superstore, where all of its range is only a click away. If the stores doesn’t carry the item, then the shop assistant can use the tablet PC to check availability of the item in the warehouse and expedite the order. 

In Action

Adairs: www.adairs.com.au Sumo Visual Group: (03) 8290 0500 or www.sumovisualgroup.com.au NEC: 131 632 or au.nec.com

Digital Place-Based Media & Technology

STAR OF STAGE & SCREEN

ONELAN GOES WILD

The Star’s Event Centre has been transformed by the arrival of another piece of industry leading technology; the largest in house hi-res LED screen in any event space in Sydney.

Marwell Zoo is a 140-acre zoo and registered charity situated in the untamed wilds of the UK. It houses over 170 exotic and endangered species from ants (which you thought wouldn’t be too much of a drawcard) to snow leopards and is situated in 140 acres. With a wide variety of different zones and visitor attractions Marwell Zoo wanted an interactive way to engage with its visitors. It has a large volume of information it wanted to be able to communicate to visitors daily to enable them to get the best out of their visit. Printed material alone was too limiting for Marwell Zoo’s requirements. Eclipse Digital installed an outdoor interactive OneLAN wayfinding solution, creating an interactive map so that visitors can locate different areas of the park and also touch the animal sections to discover key information about them. There is other information on the signage including forthcoming events, membership information and details of restaurants, shops etc. The content is updated by Marwell Zoo’s inhouse marketing and events team enabling them to communicate important information effectively.

The modular screen can be custom built to suit a variety of event styles, creating a screen up to 10m by 5.5m comprised of 220 panels of 5mm LED. Its flexibility offers events at the Event Centre a full content experience using the highest quality digital offering for event attendees. First unveiled for Alicia Key’s exclusive performance in the Event Centre December 2013, the LED screen was constructed to its full size with live stage content being screened to the 3500-plus concert attendees. The screen in varying configurations has also been a feature of the ARIAs and Australian Cinema and Television Arts Awards (AACTAs) held in late 2013 and early 2014. The Star also acquired a Christie Digital Spyder M20X processor to service the screen and it is backed by and seamlessly integrates with the Event Centre’s four Christie 20K projectors.

VideoPro (OneLAN): 1300 843 367 or www.onelan.com

Christie Digital: www.christiedigital.com The Star: www.star.com.au

79% of smartphone owners are ‘smartphone shoppers’ — Google 2013 (USA) HARMONIC MULTISCREEN PRIMETIME INTEGRATION: Harmonic’s multiscreen transcoding and delivery ecosystem is now compatible with Adobe Primetime’s ad insertion capabilities, enabling monetization of multiscreen video delivery with Adobe’s ‘TV Everywhere’ platform. The Harmonic Multiscreen Ad Insertion solution includes Harmonic’s ProMedia Live real-time multiscreen transcoder, ProStream with ACE real-time transcoder, ProMedia Origin multiscreen packager and streaming video server, MediaGrid shared storage, as well as the WFS file-based workflow engine, which manages ProMedia Carbon or ProMedia Xpress file-based transcoders to prepare ad content for delivery. This workflow is

NEWS:

Digital Place-Based Media & Technology

compatible with the Adobe Primetime platform, which enables pay-TV service providers and broadcasters to insert advertising as well as manage program substitution and blackouts for any device with access to the web.

receiver modules at local and remote locations.

Harmonic: www.harmonicinc.com

UAE SET TO GO BALLISTIC: According to the recently published TechSci Research report ‘UAE Digital Signage Market Forecast & Opportunities, 2019’, the UAE digital signage market is projected to grow at a CAGR of around 23% during 2014-19. The report reveals that the demand for digital signage is rising due to increasing marketing expenditure, growth of high definition (HD) market, interactive communication, animations, growth of Out of Home (OOH) advertisement, etc. Further, the market

LONG DISTANCE ROMANCE: hGefen introduces its new fibre optic extension solution for DisplayPort systems. The DisplayPort Extender over 2LC Fibers ensures high-resolution content is delivered long distance with a perfect signal replication on the receiving end. Distances up to 300m can be achieved supporting video resolutions up to 1080p full HD or 2560x1600. Two LC terminated, multi-mode fibre optic cables connect small sender and

Amber Technology: 1800 251 367 or www.ambertech.com.au

GNC SUPPLEMENTS SIGNAGE

OCTOPUS LIGHTS UP CAVILL

Global leader in the supply of nutritional, vitamin and health supplements, GNC, has chosen to implement a Tripleplayhosted digital signage solution, TripleLite, at 70 of its retail outlets across Turkey. Used to play out promotional videos and graphics, the hosted signage solution allows GNC-centralised control and management of all product launches and in-store digital advertising, including at point-of-sale.

Australia’s pioneer of digital outdoor advertising is set to redefine the streetscape of the perennially-busy Cavill Avenue, on the Gold Coast, with the installation of a futuristic, large-format, hi-def LED digital screen. The $300k investment will make Cavill Avenue the site of one of the largest, most advanced LED screens in Queensland and compliments the recent multi-million dollar redevelopment of the landmark tourist attraction.

Tripleplay Managing Director for Europe, Carlos Amorós, is delighted to have been selected by GNC: “GNC is a huge global brand and a hugely popular retail outlet in Turkey, so for our TripleLite Hosted Digital Signage solution to be chosen by them is fantastic and helps further strengthen the Tripleplay brand in the region. “Working through our local partners, we are looking forward to strengthening our relationship with GNC and Turcom in a region we see as very important to both our industry and our business.”

The large format (5.4M x 3.2M) LED screen has several worldclass features, including: • The very latest social media interaction: real-time Twitter updates, video and photo upload direct to a client’s Facebook page, competition and gaming. • Full animation capabilities: allowing the screen to act as a full HD cinema screen live streaming of sporting events, real-time news feeds, TVCs and video clips. • Multi-play functionality: one half of the screen can be used for live news updates while the other half can run a client’s advertisement The installation is also expected to bring great benefit for local traders by adding new levels of interaction with the 195,000 people who visit every week.

Tripleplay’s digital signage solution is used in retail outlets around the world, including in Currys, PC World and Virgin Holidays stores.

Tripleplay: tripleplay-services.com

(Image an artist’s impression.)

Octopus Media: (03) 8534 3800 or www.octopusmedia.com.au

76% of shopping decisions are made in store — POPAI growth is also being supported by expansion of organised retail sector, shopping malls, tourism, airports, etc. The country is set to host “World Expo 2020” in Dubai, and the government plans to invest more than USD24 billion for organizing this Expo. This creates a huge platform for digital signage players to promote their solutions and systems in the exhibition. VISIX 4K PLAYER: Visix has added a new 4K media player capable of supporting the superhigh resolution displays now more widely available. It’s powered by an Intel Haswell processor and HD5000 graphics, enabling 3840x2160 resolution. The new

player can easily be placed behind a display with its very compact form factor and built-in power supply. Visix: www.visix.com PANASONIC 98-INCH 4K LED MONSTER: As interest grows in 4K content, capture, production and distribution, Panasonic has engineered a 4K LED backlit LCD display to produce stunningly sharp images in a streamlined and durable form factor with the system expandability required for professional 4K applications. The 98-inch TH-98LQ70 is ideal for a growing number of 4K resolution B2B applications, including eye-catching digital signage.

The TH-98LQ70 can be installed both vertically and horizontally. It incorporates SLOT3.0 architecture, which provides for easy interface changes to match various applications. Available in September. Panasonic Australia: (02) 9491 7400 or www.panasonic.com.au NAVORI GL ANDROID PLAYER: The new software is compatible with the NEC OPS media player hardware. This ARM-based device features an eight-core graphic card that supports full 1080p resolution. This 200mm x 120mm x 30mm device can be inserted in any compatible NEC display creating

a fully turnkey digital signage solution. Mr. Jerome Moeri, Navori CEO: “Customers looking for high-end turnkey products are delighted with this new direction initiated by NEC and soon to be followed by the rest of the market. Android offers many advantages over proprietary operating systems since it’s compatible with screen devices as well as tablets and mobile devices.” Command Digital (Navori): 1300 780 204 or www.commandaustralia.com.au NEC: 131 632 or www.nec.com.au

Digital Place-Based Media & Technology

WHO’S WHO:

YOUR GO-TO GUIDE FOR DIGITAL SIGNAGE

3M AUSTRALIA 136 136 www.3M.com/touch AERIS SOLUTIONS - Just Digital Signage (03) 9544 6902 www.justdigitalsignage.com.au ADVANTECH AUSTRALIA (03) 9797 0100 www.advantech.com

AMBER TECHNOLOGY (02) 9452 8600 www.ambertech.com.au

AMX Australia (07) 5531 3103 5 Commercial Drive Southport, Qld 4215 info@amxaustralia.com.au www.amxaustralia.com.au AMX is synonymous with networking and control systems. Not surprisingly AMX has entered the digital signage industry in its own right (after all, AMX supply a huge amount of gear for everyone else’s DOOH) and have on offer two products. Inspired Xpress is for smaller or simpler installations with a ‘tiny’ media player called the Is-Xpress-1000. The integrated software is comprehensive, yet straightforward and intuitive enough to cater to clients to get their screens up and running quickly with a minimum of servicing the message afterwards. Inspired Xpert is – as you might guess – a more serious DOOH product with better options like HD broadcasting that, among many other extras, takes advantage of those system command and control devices that AMX has in other corners of the warehouse to provide fully-blown large networks. Plus with Inspired XPert customers have access to custom content development and content management services from AMX.

AVICO (02) 9624 7977 www.avico.com.au

sales@commandaustralia.com.au www.commandaustralia.com.au Command is a specialist digital signage and wayfinding supplier, installer and technology partner. Command is the distributor of the successful Navori digital signage software, a multi-user, multi-site management and screen display software, now including the low cost Android hardware player. Navori is a technically advanced solution suitable for all types of installations from Small Business to Enterprise as either a self-hosted or SAAS system. As a technical partner, Command can provide full supply, project management and installation for the deployment of digital signage systems for corporate, government, hospital, education, small business, retail, stadium and specialist requirements. Command’s product range includes Wayfinding, GlassVu projection films, RoomManager software, kiosks, video extenders, LED displays, media players and a range of mini computers. With 11 years specialising in digital signage, Command’s experience is guaranteed to leave their customers satisfied and productive. In summary, Command is your one stop shop for digital signage solutions and interactive displays.

COMMUNITECH (07) 3205 6188 www.communitech.com.au

COMMAND DIGITAL SIGNAGE Unit 2, 30 Park Road Mulgrave, NSW, 2756 Level 2, 22 Township Drive Burleigh Heads, QLD, 4213 1300 780 204

Digital Place-Based Media & Technology

DYNAMIC VISUAL SOLUTIONS (02) 9431 6070 www.dynamicvisualsystems.com.au ESCENTIA 1300 729 866 www.escientia.com.au FUJITSU DIGITAL MEDIA SOLUTIONS (03) 9924 3468 www.fujitsu.com.au

GENCOM (AUSTRALIA) (02) 9888 8208 www.gencom.com

Daktronics Australia Pty Ltd LED display manufacturer Suite 108, Ground Floor, 18 Rodborough Rd Frenchs Forest, NSW 2087 +61 2 9453 4600 Blair.robertson@daktronics.com www.daktronics.com Since 1968, Daktronics has been reinventing the way you display. We are the world’s industry leader in designing and manufacturing electronic scoreboards, programmable display systems and large screen video displays. It’s our passion to continuously provide the highest quality standard display products as well as custom-designed and integrated systems.

BAYVIEW TECHNOLOGIES 03 9462 4077 www.bayviewtech.com.au CISCO SYSTEMS (02) 8446 5000 www.cisco.com/go/dms

DAT Media creating a complete digital media network for BIG W that now includes in-store radio, digital signage, register Point Of Sale (POS) and a customer queuing solution that reduces the frustration of being caught in a long – or even wrong – queue. DAT Media expanded rapidly as they claimed some serious scalps for clients – among them Coles, Target and ABC Shops. DAT Media offer a comprehensive Content Management System and can assist new clients in broadcasting material across existing networks such as those mentioned above or will help you create a complete digital signage network from the ground up. They also have a Creative Services department that can take the hassle out of putting everything together.

DAT MEDIA (07) 5575 7798 Ground Floor, 183 Varsity Parade Varsity Lakes Qld 4227 sales@datmedia.com.au www.datmedia.com.au DAT Media was established in 2003 to manage BIG W’s national in-store radio network. With over 15 years experience within the in-store media industry, Managing Director Andrew Becker was quick to notice the emergence of digital signage advertising within the retail sector. He began focusing on creating a visual media solution for current and future clients to harness the power of what was still back then a developing media. The strategy resulted in

HARRIS CORPORATION (02) 9975 9700 www.harris.com HERMA TECHNOLOGIES (03) 9480 6233 www.herma.com.au HEWLETT-PACKARD 1300 305 017 www.hp.com.au

IMAGE DESIGN TECHNOLOGY (IDT) 1300 666 099 Unit 2, 33-35 Alleyne Street, Chatswood Nsw 2057 Sales@idt.com.au www.idt.com.au Image Design Technology (IDT) is based in Chatswood, NSW and operates primarily as a wholesale supplier of signal distribution equipment and commercial video displays including, of course, digital signage devices. Among a long list of products IDT is the distributor of Brightsign solid state digital signage devices and Magenta signal distribution solutions. Displays include NEC and Samsung screens. IDT doesn’t have any one particular digital signage service or software application to which they align themselves to – it doesn’t have its ‘own’ complete digital signage solution aside from the Brightsign products – instead, IDT’s specialty is in providing from its catalogue of preferred manu-

facturers of display and monitor screens, media players, streaming video over IP, matrix and signal distribution boxes – you name it, to get the job done. Have a look at the credits for any major project undertaken in Australia during the last few years and you’ll probably find IDT has been involved somewhere along the line.

INNOVATEQ (03) 9465 5055 www.innovateq.com.au INSTOREVISION 0412 960182 www.instorevision.com.au/digital-signage/

interactive controls

pty ltd

INTERACTIVE CONTROLS (02) 9436 3022 www.interactivecontrols.com.au Interactive Controls (IC) offers a variety of services to customers from consultation to sales, hire and installation of display and control system equipment and software. They also design and develop media and hardware control systems for specific events, installations, film and commercial shoots, exhibitions, museums... okay, you get the picture. Medialon and Dataton hardware and software products get the nod from Interactive Controls and for digital signage in particular IC offers the Medialon show and media control software and embedded controllers along with Dataton Watchout and Medialon MIP HD Interactive Media Player. There is also the Medialon Scheduler application, which allows control of multiple venues and screens from a central server. Given Interactive Controls’ wide experience in installing innovative display systems it can help you choose the best way to deliver your vision and with Medialon’s strong history in show control systems, IC will no doubt have a neat trick or two to suggest for impressing your audience.

JEA Technologies Pty Ltd 03 9757 5060 44-48 Rocco Drive Scoresby, Vic 3179 sales@jeatech.com.au www.jeatech.com.au JEA Technologies has partnered with leading manufacturers of electronic peripherals and display products from around the globe and supplies these products to customers in Australia and New Zealand. Our customers can rely on JEA to work with them to carefully select and supply the most appropriate products for their needs, ensuring that these products meet our customer’s technical and commercial requirements, and to support these products over their life span. JEA’s Display products include Very High Brightness LCD’s, in sizes up to 72in and 5000cd/m² ( nits), Stretched LCD’s, Multi-Touch Tables and Multi-Touch application software, Touch screen sensors and touch screen monitors, with particular emphasis on Projected Capacitive Touch technologies, Panel PC’s, Digital Signage PC’s and Industrial Grade Wireless modems. JEA customers are mainly systems integrators and re-sellers. JEA supplies these customers with high levels of technical support, pre-and post-sales, as well as warranty and non-warranty support and service from our Melbourne offices and workshop. JEA also stocks in depth allowing customers to source products at short notice.

ISIGNPAK (02) 9457 6945 www.isignpak.com

KVM AUSTRALIA (08) 9411 6333 www.kvm.com.au

LED-SIGNS 1300 553 555 www.led-signs.com.su

INTERACTIVITY 1300 797 199 Level 1, 1268 - 1270 High Street Armadale, VIC, 3143 sales@interactivity.com.au www.interactivity.com.au In 2004 Interactivity was set up as a result of a partnership between F1 Software to develop the Interactivity foil which enables any window to become fully interactive ‘through the glass’ by allowing anyone, using their finger, to interact with a rear projected image or screen behind the glass. Interactivity is now embedded in this emerging popular industry of Interactive and Digital Signage and associated products. Its products and services are known for reliability, functionality and most importantly our ability to future proof the technology we deliver.

LG ELECTRONICS (02) 8805 4409 www.lg.com.au

MADISON TECHNOLOGIES Specialist AV Division 1800 00 77 80 Australia wide avexperts@madisontech.com.au www.madisonthech.com.au Madison is a manufacturer and distributor of technology infrastructure and hardware across cabling, networking, wireless, audio visual, and test and measurement disciplines. Australian owned and

operated for over 20 years, Madison has been keeping Australian homes and business well connected. Which is appropriate, because our brand promise is Well Connected™. The principle behind our brand promise is that by working with Madison, either as a valued supplier or customer, you are well connected. It’s how we connect to our market, and it’s how we help you connect to your world. Madison Technologies’ Broadcast and Audio Visual solutions include AV Cable and Cabling Assemblies, Connectors and Adaptors, Digital Signage, Microphone Systems, Switching and Conversion, USB Extension, Video and Audio Distribution. Did you know? Madison is the largest Australian Distributor of Belden Audio Visual products, with stock held in four warehouses across the country, and dedicated specialist staff in each state.

MDS PACIFIC (02) 9888 7715 www.mdspacific.com

MITSUBISHI ELECTRIC (02) 9684 7777 www.mitsubishielectric.com.au

MOOD MEDIA AUSTRALIA 1800 808 368 www.moodmedia.com.au

NEC AUSTRALIA 131 632 Level 14, 141 Walker Street North Sydney, NSW 2060 displays@nec.com.au www.nec.com.au NEC Live is NEC’s leading digital signage solution that lets you distribute dynamic video, images, text and more to display screens anywhere, anytime. With NEC Live you are empowered to dynamically display digital content across your network on NEC Commercial LCD panels based upon the individual schedules for each panel. The NEC Live user interface is easy to use, yet with the power and flexibility that is only limited by your imagination to achieve your communication objectives with your target audience. The NEC Live solution includes a range of commercial grade LCD panels offering full high definition performance and many supporting technologies to address the most demanding digital signage applications. Whether it be reliability over an operating cycle of 24 hours x 7 days, or an ultra narrow bezel for a video wall or ensuring that content is visible when an LCD panel is in an location heavy with sunlight, NEC has the LCD commercial panel to ensure you maximise your communications to your target audience.

PANASONIC AUSTRALIA 02 9491 7400 www.panasonic.com.au

Digital Place-Based Media & Technology

WHO’S WHO:

YOUR GO-TO GUIDE FOR DIGITAL SIGNAGE as well as customised hardware and data integration development, there is an abundance of local knowledge to tap into.

PLAYCOM (02) 8815 6600 22/89 Jones Street, Ultimo info@playcom.com.au www.playcom.com.au Today Playcom operates throughout Australia and beyond with hundreds of commercial sites connected to its services. Playcom has moved beyond just music but the vision is unchanged: to provide top quality digital media entertainment solutions to businesses. In achieving this vision, Playcom has developed enormous content libraries, unique customisation techniques, unrivalled delivery technology and super-reliable hardware.

QUINTO COMMUNICATIONS (02) 9894 4244 www.quinto.com.au

SALIENT INFORMATION SYSTEMS (02) 93135111 www.salient.com.au

SONY AUSTRALIA 33-39 Talavera Road North Ryde NSW 2113 1800 017 669 sales@sony.com.au Sony Professional Solutions meet an increasing demand from customers to provide a fully integrated solution. Sony understands your requirements and high standards. With an eye for the finest detail, we can deliver the latest digital technologies, professional consulting and a wealth of valuable experience. It’s this complete product and market understanding that has made the Sony brand a trusted and recognised force in today’s competitive environment. Sony’s range of solutions and technologies allow organisations to meet the challenges of both today and into the future. We help businesses leverage the latest digital technologies to solve problems, take advantage of opportunities and enhance enterprise workflow by improving efficiencies and productivity across a wide variety of market areas. Each solution follows a consistent workflow from conception to completion.

THE SCREENMEDIA GROUP (02) 8090 6565 www.thescreenmediagroup.com SHARP AUSTRALIA 1300 13 55 30 www.sharp.net.au

SAMSUNG 1300 362603 8 Parkview Drive Homebush, NSW 2127 sales@samsung.com www.samsung.com Samsung’s digital signage is centred on its Large Format Display (LFD) range, a screen with chameleon characteristics in its role as the basis for all Samsung’s DOOH products. There is a straightforward model that can be used either stand-alone in portrait or landscape mode or as a part of a limited multi-screen display. A slightly different UD model can be linked with up to 250 units for a wall of vision. There is a Touchscreen version including an outdoor type with features to withstand the elements and a specialised uVending model for installing in the front of vending machines. MagicInfo is Samsung’s proprietary software for content control and creations. Samsung’s PROM system is already taking DOOH solutions along the fast-developing path of providing audience statistics to tailor the signage content. A wide dynamic range (WDR) camera embedded discreetly somewhere in the installation captures and recognises faces to determine who is actually watching the screen. PROM can either just collate the information for market analysis or actively change the display according to who is viewing it. It’s both clever and almost scary ‘big brother’ stuff. We’re assured these systems are completely anonymous. Still, maybe keep one hand on your wallet.

SONY AUSTRALIA 1800 017669 www.sony.com.au STREAMING MEDIA (02) 9460 0877 www.streamingmedia.net.au

STREAMVISION PTY LTD 1300 300 407 www.streamvision.com.au

SUMO VISUAL GROUP (03) 8290 0500 sales@sumovisualgroup.com.au www.sumovisualgroup.com.au

Digital Place-Based Media & Technology

TECHTEL (02) 9906 1488 www.techtel.tv

TELSTRA 1300 835 782 www.telstraenterprise.com

VISION2WATCH (02) 9502 4800 www.vision2watch.com.au sales@vision2watch.com.au As part of Vision2Watch global, Vision2Watch Australia is locally owned and operated. We deliver a range of out-of-home (OOH) Interactive and Digital Solutions to transform ordinary spaces and surfaces into touch and motion-activated displays. We’re also excited to be involved with Augmented Reality (AR) technology — specialising in the development of customised AR applications to help our clients achieve a cutting-edge promotional campaign.

WILSON & GILKES (02) 9914 0900 www.gilkon.com.au

Visual technologies (03) 8692 6644 www.visualtechnologies.com.au

VIZI NEW MEDIA (02) 9357 3999 www.vizinewmedia.com.au

Should your business be included in our Who’s Who section? Listing is free. Contact Chris Holder at chris@dsmag.com.au TECHMEDIA DIGITAL SYSTEMS (SCALA) (02) 9526 7880 Unit 7 / 65 Captain Cook Drive Taren Point NSW 2229 info@techmedia.com.au www.connectedsignage.com.au TechMedia is one of Australia’s premier digital visual communications companies. TechMedia’s expertise is centered around the digital platforms, content and services driving the growth in Connected Signage and DOOH. With over 17 years of experience with Scala-based network deployment and management

Scala boasts an impressive list of clientele and is responsible for over 200,000 screens worldwide. Scala’s experience shows in its product; the comprehensive content creation and distribution software goes one step further with Scala Ad Manager, an accounting add-on that handles the financial side of your DOOH business such as generating invoices. In the hardware department, Scala has its own Scala Player for linking with the Content Manager software. From there Techmedia will source display screens and networks best suited to the job.

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Comment:

Digital Out of Head

Story: Mug Punter

was given a coffee table book once, except I can’t remember the name of it. The author was a friend of my brother and I can’t recall his name either (the author, not my brother), but I do know he was a bit of an icon in the advertising industry. Is that good enough for you? [Kudos, Mug — Ed.] The book was called something like ‘The Best 100 Billboards Ever Designed’ and all the pictures inside were, you shouldn’t be surprised to hear, of interesting, striking, controversial and successful roadside billboards. The huge, static kind that were/ are put together with wallpaper-like sections. More than anything, the book presented a collection of very clever ideas at a time when the competition was fierce. This was an era when the billboard was king and their locations were — and still are — occupying some of the hottest real estate around. The more controversial designs caused more car accidents than Lance Franklin’s driving — famous celebrities wearing only their Reg Grundies was a common one. David Beckham got a guernsey once, I think — well, he wasn’t wearing a guernsey obviously... you can figure it out. The sheer size of these things (again, the billboards campaigns and not anything Beckham had on display) creates a wow factor that isn’t possible anywhere else. You’ll often see exactly the same advertisement in the newspaper, but it’s not the same. As commuting human beings we’re impressed by large stuff. You can blame the ancient

Egyptians with their pointy buildings in the middle of the desert. They started it all.

However, no matter how large those famous billboards the advertiser still only gets one chance — a single image and design to convey a message. It can be a fine line between clever and engaging, and utterly mystifying. Not to mention offensive in some way. A few people always get upset and complain about billboards that everybody else considers to be a stroke of genius. ‘Few’ being the operative word. Personally I find nothing wrong with 12m-high lingerie models as long as they’re nowhere near traffic lights. It annoys me how a tiny, whinging minority can always be heard, while the masses who say, “What-evs,” are ignored. Mind you, it works in reverse when my wife’s family is visiting and I’m trying to watch the telly. With digital billboards the gloves are off. Hurray! No one’s restricted to a single image, you can change the message as often as you like and enormous lingerie models can be judiciously pixelated in all the right places if necessary — although I see little point in encouraging that. You can use rude words, naughty pictures and more blatant sexual innuendo than a Benny Hill lookalike convention. “Hang on,” I hear you saying. “What about the professional complainants?” I’m glad you asked.

We’ve got it covered. Modern digital signage is all about interaction. Giving the audience a choice of what information they see. Buttons to press, menus to read, smart phones and apps to control the imagery.

warning, the following digital billboard may contain content unsuitable for shoppers who complain a lot Yes, we’ll need an app, but it shouldn’t be difficult. Probably one already exists. As shoppers approach the CBD and other known areas of large, billboard signage a warning will sound on their smartphone launching an app and giving them a choice. It will have something like: Warning, the following digital billboard may contain content unsuitable for shoppers who complain a lot. Please select from the following images you require blocked. • Lingerie models

• Nasal delivery systems

• Anything to do with Kyle Sandilands

The choices will be triggered by demographic information sourced from the person’s smartphone, although No. 3 is a ‘lock’ for the populous at large.

For the technically minded reader, you’ll have doubtlessly seen a flaw in the system. More than one wowser may attempt to control the screen’s content simultaneously. Fret not, there will be a voting system: a cross between a FourSquare ‘mayor of the diner’ and a top of the pops popularity contest… (look, let the algorithm boffins sort out the details) which determines that the most popular digital signage will always be on display — in itself a form of data feedback for the advertisers. Another bonus, anybody who is subjected to what they feel are offensive images are also getting a ‘freebie’ or sorts — psychological counselling. Clearly, according to a consensus of public opinion, they need to Get A Life and stop grouching. The smartphone app can provide a link to the nearest life coach, whatever one of those is. This idea will surely qualify me to be included in the next edition of ‘The Best 101 (now, obviously) Billboards Ever Designed’. You can also cut me into the app royalties (again). I don’t know what all the fuss is about, this digital signage lark is a doddle. 

DigitalSignage magazine wants to know what you’re up to. Share your plans and opinions with Chris Holder on chris@dsmag.com.au

Digital Place-Based Media & Technology

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Innovation for the Toughest Installation

Three new ranges of NEC projectors now in stock at IDT

IDT now distributes three exciting NEC projector ranges covering a myriad of vertical markets. The PA, PX and PH series offers a solution to a broad range of installation requirements from small scale boardroom to large scale resolution rich scenarios, including super high bright rental and staging applications. PA Series – Ideal for corporate and higher education applications featuring 3 x LCD technology, XGA/WXGA/WUXGA resolutions, 5000-6000 lumens, wide shift and zoom range. PX Series – Ideal for signage, museums, control rooms, simulation and rental featuring 1 x DLP technology, XGA/WXGA/WUXGA resolutions, 7000-8000 lumens, 10 bit HQV image processing and motorised lens. PH Series – Ideal for rental and staging, universities, CAD design and simulation featuring 3 x Chip DLP quality and 10 bit colour processing for ‘Hollywood’ quality, integrated rigging/stacking frame, WUXGA resolution, 11,000 lumens.

For the latest NEC offers and promotions, Contact our telephone support team

1300 666 099

Or visit www.idt.com.au to find out more.

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