Digital Signage Magazine - Best Practices Guide - March - 2019 by Future PLC

P R O DU CED BY DIGITA L S IGNA GE MA GA ZINE

DIGITAL SIGNAGE BEST

PRACTICES GUIDE A MARKET ROADMAP FROM THE INDUSTRY’S TOP ANALYSTS AND PROVIDERS • RETAIL ANALYTICS SOLUTIONS

• THE EVOLVING DOOH LANDSCAPE

• GAME-CHANGING DISPLAY DEVELOPMENTS

• FUTURE-FORWARD DIGITAL SIGNAGE APPLICATIONS

• NEW APPROACHES TO DIGITAL SIGNAGE INTEGRATION

• DIGITAL SIGNAGE IN THE FIELD • .... AND MORE BRANDON HOLMES/UNSPLASH.

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BEST PRACTICES: RETAIL ANALYTICS ENTERING THE AGE OF ACCOUNTABILITY By Laura Davis-Taylor, HighStreet Measuring customer experiences for refined digital signage engagement. CREATIVE CONTENT MANAGEMENT By Mark Mantha, MAN-MAC Consulting Perfecting targeted digital signage messaging to secure customer brand loyalty.

26 BEST PRACTICES: SYSTEMS CONNECTIVITY 26 CAN SMART HEADENDS MAKE MY DUMB TVs SMART? By Tripp Blair, West Pond Coax “keep alive” strategy in digital signage applications extends RF networks longevity.

10 BEST PRACTICES: NEW GENERATION DISPLAYS AND HARDWARE SOLUTIONS 10 INTEGRATING RELIABLE OUTDOOR SIGNAGE

By Todd Mares, Peerless-AV Key considerations for mounting effective outdoor digital advertising.

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IMPACTFUL DIGITAL SIGNAGE NEEDS THE RIGHT MOUNT By Nathan Bohl, Chief Sign aesthetics and placement are valuable tools UNDER DISPLAY By Jonathan Brawn, Brawn Consulting Evolutions in video walls and flat panel technologies to continue in 2019. CHOOSING THE BEST DISPLAY PLATFORM FOR DIGITAL SIGNAGE By Anthony Cianfarano, Sony Electronics Display integration requirements to successfully captivate savvy customers. THE FUTURE OF PROJECTION IN DIGITAL SIGNAGE By Jon Grodem, Sr. Projection Technology is Poised to Expand the Channel THE FUTURE OF DOOH IS AUDIENCE-FIRST By Emile van de Coevering, Socialure Interactive experiences will redefine outdoor digital signage advertising.

22 BEST PRACTICES: THE INTEGRATION LANDSCAPE 22 KNOWING THE DIFFERENCE

By Tom Jones, Ingram Micro Technology Uncovering digital signage customers’ needs before fulfilling their wants.

INTEGRATION ASSESSMENTS By Chris Mascatello, ANC Sports A digital signage primer from project conception to completion.

THE GROWTH OF INTERACTIVE DIGITAL SIGNAGE By Deborah O’Mara Flexibility and personalization in digital signage applications will drive two-way engagement.

NETWORK DESIGN By A.J. Shelat, Hall Research The role of environment and equipment placement in signal management. FOUR BENEFITS OF NETWORKED DIGITAL SIGNAGE By Jonathan McCune, Black Box AVoIP enables enhanced capabilities, easier management, and lower costs for video walls.

32 BEST PRACTICES: FUTURE-PROOF DIGITAL SIGNAGE 32 FIVE WAYS TO BRING DIGITAL SIGNAGE INTO THE FUTURE By Hailey Klein, PSNI Steps to staying ahead of the digital signage innovation curve.

CREATING IMMERSIVE EXPERIENCES By Camille Burch New media art and digital canvases leverage transforming digital signage technology.

36 BEST PRACTICES: IN THE FIELD 36 VERMEER SOUTHEAST BUILDS CAPTIVE RETAIL AUDIENCES Visix AxisTV Signage Suite amplifies customer and employee engagement at 10 Vermeer Southeast stores.

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ART OF THE THRILL By Mary Bakija Leviathan shows you Picasso like you have never seen him. DRAFTKINGS SPORTSBOOK BETS BIG New LED Displays Define Atlantic City Casino

39 DIGI AWARDS 2019 DIGI Awards Winners

41 DIGITAL SIGNAGE PRODUCTS DIGITAL SIGNAGE BEST PRACTICES GUIDE

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LETTER FROM THE EDITOR

Llanor Alleyne

Every year Digital Signage magazine takes pride in gathering a team of experts to evaluate present and future developments in our industry. This year, to bring our readers a panoramic view of what is driving digital signage, we first examined key changes and evolutions that unfolded over the past 12 months and tapped a wide swath of digital signage experts to weigh in on how these shifts will impact business and integration going forward. Of note has been the innovative responses to the demand for more accurate and viable engagement analytics to further transform digital signage into a more interactive media platform, especially in the retail sector. With NEC’s ALP Platform making a big splash in 2018, it is clear that the call for in-depth metrics to arm both integrators and clients with tools to maximize client interaction and dwell times is taking on a new level of importance that can see a coalescing of standards that could redefine integration across sectors. We also continue to take the temperature of display technology, especially as LEDs and video walls maintain a healthy share of the digital signage market, as well as take a deep dive into how digital signage integration approaches are reshaping what materials and technologies are expanding digital signage’s vocabulary and impact. This includes the rise of digital signage in art spaces and the developing relationship between our industry and future-forward technologies that are now coming into their own, including AI, VR, and AR. It is a good time to be involved with digital signage. Beyond the dynamic tool it has always been for advertising, it is gaining a cultural hold that can only mean a larger stage and a bigger audience to show off what is possible when you know how to make it happen.

DIGITAL SIGNAGE BEST

PRACTICES GUIDE avnetwork.com CONTENT VP/Content Creation Anthony Savona Content Director Megan A. Dutta, megan.dutta@futurenet.com Content Director Llanor Alleyne, pllanor@gmail.com Managing Design Director Nicole Cobban Design Director Walter Makarucha, Jr. Production Manager Heather Tatrow ADVERTISING SALES VP/Market Expert, AV/Consumer Electronics, Education & Pro Audio Adam Goldstein, adam.goldstein@futurenet.com, 212-378-0465 National Sales Manager, AV Technology Group Debbie Rosenthal debbie.rosenthal@futurenet.com , 212-378-0473 LICENSING/REPRINTS/PERMISSIONS

BEST PRACTICES: ROUNDTABLE OF EXPERTS Laura Davis Taylor is co-founder of global agency, HighStreet Collective. Mark Mantha is president of MAN-MAC Consulting Inc., in Toronto, Canada. Todd Mares is director of emerging technologies at Peerless-AV. Nathan Bohl is the senior director of product and brand at Chief. He’s worked in the AV industry for 16 years. Jonathan Brawn is principal at Brawn Consulting an audiovisual and digital signage consulting, educational development, and marketing firm. Anthony Cianfarano is product manager of professional projectors and displays for Sony Electronics. Jon Grodem, Sr. is director of strategy and planning at Optoma. Emile van de Coevering is creative director and co-founder of technology integration company, Socialure.

Digital Signage Magazine is available for licensing. Contact the Licensing team to discuss partnership opportunities. Head of Print Licensing:

Tom Jones is a technology consultant at Ingram Micro Technology specializing in content creation, design services, professional services and financial options. Chris Mascatello is executive vice president of technology sales for ANC Sports.

Rachel Shaw, licensing@futurenet.com MANAGEMENT Managing Director/Senior Vice President Christine Shaw Chief Revenue Officer Luke Edson Chief Marketing Officer Wendy Lissau Head of Production US & UK Mark Constance FUTURE US, INC. 11 West 42nd Street, 15th Floor,

Deborah L. O’Mara is a journalist with more than two decades experience in the systems integration and physical security industries.

New York, NY 10036

All contents ©2019 Future US, Inc. or published under licence. All rights reserved. No part of this magazine may be used, stored, transmitted or reproduced in any way without the prior written permission of the publisher. Future Publishing Limited (company number 2008885) is registered in England

Tripp Blair is vice president of marketing for West Pond Enterprises.

and Wales. Registered office: Quay House, The Ambury, Bath BA1 1UA. All information contained in this publication is for information only and is, as far as we are aware, correct at the time of going to press. Future cannot accept any responsibility for errors or inaccuracies in such information. You are advised to contact manufacturers and retailers directly with regard to the price of products/services referred to in this publication. Apps and websites mentioned

A.J. Shelat is vice president of sales at Hall Research based in Orange County, California.

in this publication are not under our control. We are not responsible for their contents or any other changes or updates to them. This magazine is fully independent and not affiliated in any way with the companies mentioned herein. If you submit material to us, you warrant that you own the material and/or have the necessary rights/permissions to supply the material and you automatically grant Future and its licensees a licence to publish your submission in whole or

Jonathan McCune is director of product management – AV & Infrastructure for Black Box. Hailey Klein is director of marketing communications at PSNI based in Peterson, Minnesota. Camille Burch has more than 25 years’ experience as a communications professional with global expertise in technology-driven B2B environments.

in part in any/all issues and/or editions of publications, in any format published worldwide and on associated websites, social media channels and associated products. Any material you submit is sent at your own risk and, although every care is taken, neither Future nor its employees, agents, subcontractors or licensees shall be liable for loss or damage. We assume all unsolicited material is for publication unless otherwise stated, and reserve the right to edit, amend, adapt all submissions.

B E S T P R A C T I C E S : R E T A I L A N A LY T I C S

ENTERING THE AGE OF ACCOUNTABILITY

Measuring Customer Experiences For Refined Engagement By Laura Davis-Taylor

IMAGE COURTESY OF PREMIER MOUNTS)

Ten years ago, while judging a class project at Northwestern University, a fellow judge from Proctor & Gamble said said something I have repeated more times than I can count: “We fund well what we measure well.” Every media since the dawn of technology has gone through a cycle similar to what we’ve experienced in digital signage: it emerges and it’s cool and novel, then it becomes prolific—but it’s hard to track, sell and measure in a streamlined way. Then, when a common planning, buying and measurement platform happens, it takes off like a rocket. This is all about one word—accountability. A dear friend of mine is CEO of one of the largest media firms in the world, and for years he’s declared a belief that all marketing

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DIGITAL SIGNAGE BEST PRACTICES GUIDE

With interactive digital signage, engagement is key. At Macy’s, Premier Mounts and Reflect teamed up to create an “interactive social wall” where the screens displayed dynamic content with social media feeds using #MacysLove.

will ultimately be rooted in digital. Even printed signs will be, as passing viewers will not know that big data was crunched to determine where the sign should be, who is likely to see it, what the best headline and image will be to catch their eye and interest, and what creative template to use. As our phones get closer to becoming physical cookies—and trust me, we’re not far off—the advertiser will also be able to track the nitty gritty of the audience and who cared enough to take action on the ad. What looks like

a typical sign will be powered by digital. It just won’t be obvious. Digital signage had enjoyed great acceptance and popularity, but from the perspective of accountability, we’ve struggled a bit. However, we’re making great progress—our screens are getting smarter, and we are too. INTEGRATED ECOSYSTEMS For over a decade, those of us that run pilots and programs have had a tough time finding ways to stitch together the hardware, software and data that we need to test, evolve and tweak our network strategies. They worked functionally, but we were under the gun to prove what was working regarding key performance indicators (KPIs). Even harder was to confidently say why. A brand wants all marketing vehicles to have proof of presence, proof of audience, proof of view and proof of response. Therefore, we’ve had to assimilate a hodgepodge of stuff to determine audience, gaze, sentiment, emotion and transactional effect—if we could even get it. Then build APIs, models and excel/dashboard templates to try to make sense of it all without a PHD. Only then could we report on what we did, what was working/not working and what to do about it—a term marketing folks refer to as ‘optimization’. When you can optimize, you can stop talking about the marketing vehicle (the TV, the internet, the mobile phone, the digital sign, etc.) and start talking about your campaigns—reach, audience, frequency and impact. Marketers can say with confidence, “We know that vehicle is a worthy investment, we’re just figuring out how to make it work best for us—and this is what we know so far.” Cue Q4 of this year. NEC, with the announcement of the ALP offering, got us one step further towards integrated ecosystems. Their appliance knits together audience info, gaze, a CMS and a savvy business intelligence dashboard. Offerings like this validate the concept of retail analytics while also serving up targeted content—auto-assimilating the ideal message to the person standing in front of the screen based on who they appear to be. This kind if scenario is on the critical wish list for any brand or media buyer, as any message is an ad until it has personal meaning—then it’s thoughtful suggestion. Big difference. Other interesting platforms have also appeared that go at personalization from an overtly permission-based perspective. Facenote is an opt-in facial identification technology that helps companies recognize their most valuable customers. They tempt them to take a selfie with a really nice incentive (think $20 off), thus giving them the okay to market to them individually as they please. They receive special rewards and deals when in the store, the benefits clear—more personal lures, more brand engagement and real-time, targeted loyalty exchanges. It also makes it easy for store associates to tap into purchasing behavior, style preferences and more, all meaning conversion. Early enrollment numbers are coming in around 7.8 percent, and conversion rate at 36 percent– meaning out of 100 selfies, 36 convert over to a sale. These are number most brands would kill for. StoreDNA is another notable shout-out. A business-intelligence platform, it connects computer vision with existing store camera data feeds to provide real-time, actionable in-store insights. They

focus squarely on helping retailers make better analytics-based decisions on productivity, store layouts, merchandising assortments, and staffing, and while not a specific digital signage play, the bigger opportunity for us to integrate these kinds of data feeds with the ‘smart signs’ we’re discussing here. When that happens, we will be seeing what we’ve been calling the ‘Holy Grail’ for over a decade—the same level of tracking we have online inside the brick-and-mortar world. Corporate can track, analyze and recommend actions to improve store operations. Store teams can track traffic, bounce rate (come in and leave), interactivity with fixtures, displays, interaction with products at SKU level and more. They can see how many times a shoe has been picked up, how many people abandoned the checkout line, where they dwelled and areas they avoided, etc. They can know—irrefutably—what message, offers and creative approaches pull both attention and transactions. Like Dopplar Radar meets responsive content, it all comes together so that can content respond accordingly. While these companies are not the only ones worth mentioning, they are representative of the intelligence coming into our industry—intelligence that will not only legitimize our signs as the potent marketing vehicles that they are, but will make it easier for brands to invest in them and figure out how to make them work harder. Like P&G said, marketers fund well what they measure well. It’s ying and yang. DEFINING METRICS I read with interest a recent initiative by NPR based on the core belief that “what we decide to measure defines who we are and what we do.” The article stated that in any media today, someone in charge must declare what the goal is and what metric will be used to track progress. Once stated, everybody then pivots toward that metric. People change, the work changes, the output changes. The challenge, they present, is what measurements should be chosen to drive our progress in digital service where the platforms keep changing and proliferating? Tom Hjelm, NPR’s chief digital officer, decided to offer up the framework already being deployed internally: GROW— KNOW—ENGAGE—MONETIZE. We must grow audiences across platforms so that we increase our reach in our markets, distribute our content more widely and expand loyal audiences. We must know our audiences so that we can form and deepen individual relationships and encourage membership. We must engage with our audiences so we encourage affinity, loyalty, membership and advocacy. And we must monetize our audiences so we that we drive membership and other forms of revenue. As an industry, aligning to this can only spell success—and it all starts with accountable measurement systems. As we grow in sophistication, so will our legitimacy, reach and investment value. What we measure will indeed define who we are and what we do; answering the question with the detail on how is going to propel us into a new frontier as a media. How very exciting. Laura Davis-Taylor, HighStreet Collective co-founder, has been focused on creating meaningful retail experiences that bridge home, life and store for over 20 years, both as a consultant and within the walls of many lauded global agencies. DIGITAL SIGNAGE BEST PRACTICES GUIDE

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B E S T P R A C T I C E S : R E T A I L A N A LY T I C S Interactive content is a better way to educate, entertain, and engage your audience.

CREATIVE CONTENT MANAGEMENT

Perfecting Target Messaging to Secure Brand Loyalty By Mark Mantha

The end goal of any digital signage deployment is to derive relevant, desired behavior from a captive audience. To that end, some exciting and vast changes have occurred in recent times to further enhance the consumer experience and in turn consumer engagement, both of which dictate behavior. The technology behind content management is a result of the world we live in; customers want information at their finger tips relevant to them and they want it now. If the digital environment they are part of is not speaking to them on a personal level by addressing their needs, wants and desires then the messaging is

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nothing but noise and misses the mark. Thus, the management of content comes down to knowing your audience, the time of day and triggering relevant content to a welcoming audience. Starting with your customer is not rocket science; content should be driven by what is important to them. Working backwards from there to deliver a clear message underpinned by the deployment of new products, services and solutions to meet their needs requires focus on the customer experience. Done correctly you can create a loyal following of evangelists who will promote your brand to their own network of contacts.

TARGET MESSAGING A number of years ago, Johnson & Johnson ran Rolaid ads across a number of networks throughout the day to target seniors with calcium deficiency, while in the evening the messaging shifted to the antacid market knowing poker and pizza nights were brewing. The technology advances tied to metrics and intelligence have exploded in an attempt to home in on bulletproof means of always sending the right message. NEC for example, just announced a new analytics learning platform getting into the retail intelligence market. ALP uses cameras and other sensors, AI, big data, cloud computing and network appliances to give retailers a better sense of what’s going on in their stores. That results in a platform that not only lets retailers better understand customer behaviors, but also allows them to develop planned and triggered messaging that can be optimized to patterns and even the individual shopper moment. “With NEC ALP, we’re giving retailers the ability to provide customers with a personalized experience through real-time, relevant content triggered by demographic data such as age and location,” said Rich Ventura, the company’s vice president of strategy. “This also provides retailers with valuable insights on the impact their content has, creating more opportunities for consumer engagement, which is invaluable to growing their business. With NEC ALP, we’re helping retailers deliver the right message at the right time to the right audience.” You have heard it before, but it is worth repeating: digital signage is not television. Based on repetition of the messaging and the play-loop, a piece of content should be viewed by the audience an average of two to three times during their visit. One common mistake often seen with play-loops is the thinking that they go on forever. A play-loop should be a maximum of five minutes to accomplish frequency of viewing. Nothing should stay on the screen for more than eight seconds according to attention span research. This last point correlates with research from Marketing Profs, who found that the average person’s attention span is just 8.25 seconds. Simply stated by Michael Tutton at Crown Content: “Have a strategy, know why you’re doing it. Keep the messages short. Key message or logo or key image on screen at all times. One thing we believe in: Your loop is only as fresh as your oldest piece of content. If it’s August and you’ve still got an Easter message up there, then the viewer will assume everything else in the loop is old too.” BANKING ON INTERACTIVITY Big data has become the buzz in driving and managing content. Big data is a big deal. It helps “find” and in turn engage your audience. It should be the source of all content strategies for any digital deployment. Big data tools can be used to analyze the behaviour of your target audience, discover what they’re engaged with and talking about, and from there you can construct a meaningful content strategy through which you can start producing the types of content that will be the most effective. “Context and relevancy are the big words in digital signage today,” said Andy McRae, general manager of Dot2Dot Communications. “Companies have mountains of data available to them. The task is mining that data to generate some insights

about customer behavior. Those insights then become the pillars of a content strategy designed to influence that behaviour in a positive manner. That strategy should be flexible enough to change as the conditions at the location change. Of course, a measurement component is essential so we can see how we are doing against our goals.” Interactive content is a better way to educate, entertain, and engage your audience. Content that requires the participants’ active engagement is more than simply reading or watching. In our real-time world interactivity is almost assumed now by end users. Ever seen a five-year-old walk up to a digital display and touch it expecting some sort of response? Interactive content drives dwell time, dwell time drives attention span and attention span drives behavior. This is the secret sauce. Is the brand allowing the consumer to talk to them? When you speak to millennials you quickly hear that they have no interest in

“Your loop is only as fresh as your oldest piece of content. If it’s August and you’ve still got an Easter message up there, then the viewer will assume everything else in the loop is old too.” —Michael Tutton, Crown Content

brands that do not listen. They relish and embrace a personal relationship with the brand that values their viewpoint and feedback. Any brand with a push mentality of content is turning a blind eye to a generation looking to be heard. From a pure content management perspective, it is clear that brands that “get it” are even allowing said feedback to be part of their content mix. The social media application here is huge as the herd will follow brands that are open, engaging and attentive. “A customer’s experience with your product carries more weight than any marketing message you can come up with,” said Esther Choy, president and chief story facilitator of Leadership Story Lab in Chicago and author of Let the Story Do the Work: The Art of Storytelling for Business Success. “Visual is our new language.” A dear friend and former colleague Lyle Bunn, who passed away in late 2018, made this comment to me a few years ago. “A picture is worth a thousand words.” How dated is that statement? Talk to content producers and you quickly determine how visual thirst draws eyeballs to images, not mountains of text that, for the most part, are an eye chart. Draw upon the visual component to make your audience stop in their tracks. Mark Mantha is president of MAN-MAC Consulting Inc., based in Toronto, Canada. DIGITAL SIGNAGE BEST PRACTICES GUIDE

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BEST PRACTICES: NEW GENERATION DISPLAYS AND HARDWARE SOLUTIONS

INTEGRATING RELIABLE OUTDOOR SIGNAGE

Key Considerations for Mounting Effective Outdoor Digital Signage By Todd Mares

While digital signage is commonly used for indoor applications, it can have numerous benefits when implemented outdoors as well, including cost savings, enhanced user experience and more. Here are some key features and benefits to consider with outdoor digital signage. Tolerance: For outdoor digital signs, 100-percent sealed (even down to the cable entry) displays should be installed as they are engineered to endure extreme elements in all seasons. Integrators should look for features such as an IP68 rating and built-in thermal management systems—IP68 ratings signify protection against dirt, ice formation, and temporary submersion in water, as well as the ability to operate in extreme temperatures. With built-in thermal management systems, display components can be kept safely warmed in severe cold and properly cooled in severe heat, reducing electricity costs. Further benefits of displays engineered for optimal outdoor performance include brightness to combat high ambient lighting conditions, IK10 rated impact resistant safety cover glass for protection against damage, and IR control lockout and button board lockout for secure installations. Maintenance: Utilizing fully sealed displays and outdoor kiosk enclosures also negates the need to rely on service calls to clean vents, filters, and fans that need to be regularly changed as they fill with debris. Moreover, beyond equipment, selecting proper outdoor digital signage will result in the reduction in operational costs. Integration Options: If seeking to utilize a wall mount, integrators should select outdoor mounts that are environmentally coated to provide anti-rust and anti-corrosive features. Further, a wind-rated mount is a must—it will securely hold the screen and prevent wind-related impacts and accidents. Additional features to look for include: flexible viewing angles and display adjustment, a simple set-up, and cable management for a clean aesthetic. Integrators can also look to install outdoor displays inside modern kiosks. Advantages of this integration include interactivity by selecting a kiosk with an IR touch overlay. Form and Function: Of course, in addition to weatherproofing, signage needs to meet certain goals, namely to effectively communicate in an appealing way. Integrators will want to look for several factors to enhance user experience. Ultra-slim, smooth bezels are not only attractive, but also enable multiple units to be joined together to create a seamless outdoor video wall that appears to look like one large panel.

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For outdoor digital signs, 100-percent sealed (even down to the cable entry) displays should be installed as they are engineered to endure extreme elements in all seasons.

Additionally, selecting a display that is optically bonded not only reduces glare and makes the display much stronger, but also reduces the display’s solar load. Polarization is also key in outdoor displays—without this feature, displays may be blacked out or unable to be read by consumers wearing polarized lenses. These considerations in tandem with an ambient light sensor ensure content is always legible, which is a top priority. Applications: What digital signage can and should offer is a personalized feel for each end user. In retail settings, it can be used to offer customized wayfinding, exclusive promo codes, information on inventory and sales, virtual outfit selection/modeling, and beyond. In corporate settings, digital signage networks can quickly and easily share critical company and meeting news. In QSR settings, digital signage can be used for self-ordering, showcasing menu items, and more. In transportation settings, it can be used for ticketing and schedule updates. And, the list doesn’t end here. A constant stream of fresh content on-demand is the expectation these days and it is through outdoor signage that this can truly be accomplished. With outdoor signage, organizations can create a 360-degree company communication experience, allowing for constant interaction anywhere, at any time of day. Todd Mares is director of emerging technologies at PeerlessAV.

BEST PRACTICES: NEW GENERATION DISPLAYS & HARDWARE SOLUTIONS

IMPACTFUL DIGITAL SIGNAGE NEEDS THE RIGHT MOUNT Sign aesthetics and placement are valuable tools By Nathan Bohl

It’s no secret that digital signage is booming these days. More and more companies beyond professional AV integrators are getting in on the action, including IT, marketing, branding and content businesses. Whoever is chosen to implement digital signage, it’s important to remember that digital signage isn’t only about what’s on the sign, but the sign itself. The best part about this new surge in digital signage is that manufacturers are continuing to develop new solutions to meet any demand. When specifying a project, a good AV integrator considers all of the motivating factors behind the signage — the reason for the content, the goals of the communication — as they consider the equipment. They factor in future maintenance and upgrades. They want to provide displays that will ensure the best reception of the specific messages. They also want to provide placement for the message that will best serve the content. The right equipment and mounting system make that easy. For those not well versed in the world of AV integration, the importance of placement can be underestimated. A video wall, for instance, benefits greatly from precise placement. Finding a vendor with mounting solutions that can accommodate ceiling, wall or floor positioning is vital to ensuring an effective outcome. A wide, flexible portfolio of mounting solutions can even help when signage is not in an ideal mounting location. Floor-to-ceiling mounts, cable mounts, structural column mounts and outdoor mounts are all options to place signage where you want it. Mounts that provide the ability to quickly align displays, particularly for large video walls, can cut hours from a project. Professional AV mounts and installers can help achieve that ideal placement while pushing a project forward both with time savings and sleek, impactful results. Getting an experienced digital signage installer involved early in the game helps to eliminate unforeseen challenges. HIDE YOUR WORK Digital signage installations should look good. Part of that aesthetic is hiding the work behind the display. Covers are becoming increasingly available for the sides of video walls and displays. Universal covers for placement behind ceiling mounted displays and menu boards keep costs down compared to custom solutions while also maintaining a sleek, clean look for end users. Kiosks are also becoming a popular way to conceal equipment and keeping the attention on the content. Covers and kiosks clean up the digital signage experience.

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Digital signage isn’t only about what’s on the sign, but the sign itself.

They help the aesthetic of the space and provide a bit of tamper resistance as a barrier. If a sign needs troubleshooting, that simple barrier will have users calling maintenance rather than trying to fix it themselves. As AV equipment gets smaller, it’s becoming more typical to have equipment with the display it is serving. Storage is a key consideration. Look for mounts with accessories or in-wall boxes that can easily hide/safeguard equipment behind the display. Suspended ceilings are also prime locations for storing equipment above a display. This will save space as well as time trying to track down which equipment is connected to each other when it comes to solving any issues on site. DIRECT VIEW LED The rise of direct view LED has led to new design opportunities. With no need to get behind the LED tile, mounts can be designed to safely place the tiles next to each other to truly act together as one solid plane. LED manufacturers are working with mount manufacturers to provide a superior installation experience that saves time and enhances creative opportunities in configuration. LOOK FOR THE ASSIST Clearly there is more to mounting than people often expect. And unfortunately, the mounting solution selection often comes too late in the process for the most effective signage. For that reason, it’s good to be in touch with your mounting vendor early on. Mounting manufacturers can work with display manufacturers, content providers, integrators and others in charge of digital signage to deliver successful rollouts over large enterprises. Get in touch early and your project will be so much smoother for it. Nathan Bohl is the senior director of product and brand at Chief. He’s worked in the AV industry for 16 years.

BEST PRACTICES: NEW GENERATION DISPLAYS & HARDWARE SOLUTIONS

UNDER DISPLAY

Evolutions in Video Walls and Flat Panel Technologies to Continue in 2019 By Jonathan Brawn

As we polish the proverbial crystal ball, and look towards what 2019 has in store for displays, the year ahead looks to be one of evolution, not revolution—a natural shift in the types of display technologies we integrate as others introduced in recent years begin to mature. With digital signage being a truly visual communication medium, this is especially true of the display technologies we rely on to convey our messages. Keeping abreast of what is going to change will allow us to sell or implement the best possible technologies for our purposes, and to keep up with the evolution of the medium. LARGER DISPLAYS The first major trend, and one that will admittedly be no surprise, is the movement towards larger displays. Over the last few years, we have seen the average display size increase; starting from an average of 40-inch, moving to 46-inch, and now on to 55-inch However, the next jump is not necessarily to a single larger display device. Yes, with dropping display pricing, users are implementing 65-inch, 75-inch, even 85-inch and up displays. But the major trend is advancing into the realm of the video wall, which is gaining in popularity due to flexibility and size. With a video wall, you can build displays of different sizes, and larger than single displays—in this case, different means capturing attention. VIDEO WALLS Video walls are also evolving. The LCD flat panel still dominates, but we seem to have hit a plateau. The core LCD technology has not radically changed in a few years. The only major development has been the transition to 4K, which continues and has become standard for standalone displays. This transition has not fully moved into video wall tiles yet; there are a few examples, but most video wall tiles are still natively 1080p. This makes sense, as they will be tiled together to create a higher resolution whole anyway. The biggest developments in video wall tiles, in recent history have fallen under the reduction of the objectionable bezels that break up the image. Most vendors are down to a 1.7mm bezel, with 3.5mm and 5.5mm options available to conserve cost. Keep in mind, these are general sizes and some manufacturers may vary slightly. LG had shown a narrower bezel prototype at InfoComm this year, but it has yet to emerge into production. This is still an excellent image, not quite seamless, but close enough at a distance. For those who want slim bezels but extreme color and contrast beyond what an LCD can accommodate, LG has launched a line of OLED video-wall displays. For those not familiar with OLED,

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DIGITAL SIGNAGE BEST PRACTICES GUIDE

or Organic Light Emitting Diode displays, they are a different core technology than LCD. They use the same type of production of light from an LED—using solid state materials to generate light directly without a backlight. This provides the ability to turn off a pixel entirely, not using LCD to block a backlight, providing superior contrast. The fact that organic phosphors are used means they can be very saturated in color. And finally, they can be very thin, and built into flexible substrates, meaning these offer a unique capability: they can be curved. For a couple years now, LG has shown both concave, convex, and double curved displays, all of which provide a different experience for the viewer. OLED technology is definitely some of the best image quality you will see. As an aside, LG has also launched lines of standalone commercial OLED displays, including double sided, over the last couple years. These will continue to penetrate the market; there is limited

Video walls, like this 60-foot-long, 7-foot high video wall in a 15x3 configuration featuring Planar Clarity Matrix LCDs at Minnesota’s Baker Center, underscore the ongoing popularity of the systems as flexible and scalable.

competition for the quality of image out there. The only other contender in terms of performance—and it competes very well and outperforms in some ways—is the QLED technology introduced by Samsung. While not yet in video-wall displays, the company’s QLED commercial displays bring the serious image quality. DIRECTVIEW LED An additional technology that we need to keep front of mind is direct view LED, dvLED for short. dvLED has been around for many years, but if InfoComm 2018 was any indication, we are riding a wave of dvLED displays and vendors straight into our projects, whether we like it or not. Of course, we would advocate liking it as this truly brings a differentiated product into our portfolio, which opens up a whole new discussion with our customers. dvLED is unique, in that we use arrays of simple LEDs to create the pixels that we will view, combining those into panels, then into displays much like a traditional LCD video wall. These are truly seamless, because there are no bezels. They are also able to be brighter than any other display technology at our disposal. For outdoor applications, dvLED goes up to 9,000nits versus LCD and OLED at 700nits. This makes for a brighter image, easily able to compete with sunlight. LEDs also don’t have the viewing angle issues of LCD; viewing it from anywhere will provide a similar experience, with no color, contrast, or brightness fall off. Now, this may sound excellent and it is, but there are tradeoffs. dvLED is more complex to specify; you have to deal with pixel pitch, or the space between pixels. Too coarse, and the image appears pixelat-

ed. Too fine, and you spent a lot more money than you needed to, which brings us to the main objection to dvLED: cost. Yes, it is more expensive than other technologies, but the biggest and most important trend in this technology for 2019 is that the adoption has been going up, as cost is dramatically going down! dvLED is moving into the range of more customers, which will continue to help drive costs down. They are also a bit more finicky to install—alignment is key since there are no bezels, and they are prone to damage during installation—but we can overcome that easily enough. Finally, dvLED panels are often quite a bit smaller than an LCD allowing for the creation of more flexible shapes, including curves not possible with LCD. All of this means our images are going to get bigger, and even if the technology itself is not experiencing a revolution, how we go to market is going to experience an evolution to incorporate these naturally advancing technologies. For those of us paying attention, all of this presents a great opportunity to stay out front, be prepared for the coming requests, and be ready to address the changing needs of our customers. The ultimate truth is that the only constant is change and our picture of the future is definitely getting brighter. Jonathan Brawn, CTS, DSCE, DSDE, DSNE, DCME, ISFC, is principal at Brawn Consulting an audiovisual and digital signage consulting, educational development, and marketing firm with national exposure to major manufacturers, distributors, and integrators in the commercial audiovisual and digital signage industries. PHOTO: PLANAR AND LEYARD

DIGITAL SIGNAGE BEST PRACTICES GUIDE

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BEST PRACTICES: NEW GENERATION DISPLAYS AND HARDWARE SOLUTIONS

CHOOSING THE BEST DISPLAY PLATFORM FOR DIGITAL SIGNAGE Display Integration Requirements to Successfully Captivate Savvy Customers By Anthony Cianfarano

The requirements for today’s digital signage content have gone beyond a single full-screen image or video with scrolling text on the screen. Today, customers of digital signage demand to have various “regions” available to display different types of content including live video, images, social media and widgets such as local weather, on the screen at once. As creators develop this type of rich content, they can quickly run out of the display’s “pixel real estate.” When adding multiple regions to a display that is less than 4K/UHD resolution, the ability to view the content within those regions is diminished. On the other hand, a display with 4K/ UHD resolution can resolve four regions of Full-HD content pixel to pixel, and adding additional regions to the signage content can be done without compromising the readability. Technologies for image processing, High Dynamic Range (HDR) and wide color gamut further enhance the visual experience. SOFTWARE PLATFORMS The emergence of the “smart TV” that uses open software platforms, such as Google’s Android TV platform, or the HTML platform, has paved the way for developers to design applications that can run directly on the display without requiring an external set top box. This approach not only helps reduce system costs, but also increases system reliability by reducing the number of external failure points. For developers, these “smart TVs” with Android and HTML provide well-known platforms and tools to build dynamic digital signage which can utilize rich content. For integrators, the installation of a signage player that runs directly in the display saves time and alleviates the need for mounting (hiding) external boxes, routing cables and additional power connections. CUSTOM CONFIGURATIONS Once a digital signage application is chosen, it is desirable to set the display to behave in a specific way. For example, customization options include locking out the use of display’s control buttons or the IR remote control to avoid unauthorized use, setting the display’s time to a Network Time Protocol (NTP) server, setting a Monday to Sunday ON/OFF power schedule, or setting how the display’s power state returns from a power outage. Once these custom behaviors are defined and set, the ability to copy and load from display to display allows for a consistent installation. APIS Displays that offer a variety of APIs allow developers to build custom digital signage solutions. “Simple IP” is an ASCII-based

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DIGITAL SIGNAGE BEST PRACTICES GUIDE

Touch-enabled signage applications can be utilized in retail for item selection, in corporate for way-finding and directories, and in entertainment for sponsored music videos or movie trailers.

protocol that emulates serial type control over IP. “IRCC IP” protocol emulates IR control over IP. These tools allow simple applications to be developed quickly and easily. The “REST API” protocol provides over 100 RESTful APIs to power complex signage solutions with standard web development tools. It enables a user to command a resizable window for content, power the display off when a signage schedule isn’t running, or change the display’s video input based on a touch-point. A broad selection of APIs allow you to be more creative and effective at designing useful and eye-catching digital signage applications. RICH I/O The best display platform for digital signage is one that offers a variety of ways to deliver and interact with content. For example, touch-enabled signage applications can be utilized in retail for item selection, in corporate for way-finding and directories, and in entertainment for sponsored music videos or movie trailers. A display that also incorporates mirroring, casting, USB and Bluetooth enables developers to design digital signage in many creative applications. FLEXIBLE ORIENTATIONS It is obvious that some digital signage content is better suited for landscape or for portrait orientations. Yet, there are installations that also require landscape orientation with tilt such as a directory or way-finding kiosk. Displays that are mounted overhead, either in portrait or landscape need to be angled down for optimal viewing. These orientations change the thermal dissipation characteristics of the display which can reduce the long-term reliability. Displays that have been tested and verified for landscape and portrait orientations with tilt provide the most flexible and reliable solutions. Anthony Cianfarano is product manager of professional projectors and displays for Sony Electronics.

BEST PRACTICES: NEW GENERATION DISPLAYS AND HARDWARE SOLUTIONS

THE FUTURE OF PROJECTION IN DIGITAL SIGNAGE

Projection Technology is Poised to Expand the Channel By Jon Grodem, Sr.

phosphor projectors not only guarantee dependable operation and longevity but also superior image quality. These are important qualities for fixed digital signage applications, which require 24/7 operation for extended periods of time as well as nearly maintenance-free operation. These laser light source projectors allow integrators and designers to avoid the performance limitations of lamp-based projectors, providing them with more creative freedom to bring their visions to life without having to worry about upkeep or cost. Designers and integrators have to consider the size of the space in which they are developing their digital signage applications, BENEFITS OF PROJECTION IN DIGITAL SIGNAGE which can impact the type of hardware they select for their inteTwo of the main goals in digital signage are content marketing grations. Short throw projectors are ideal options to cast large and message delivery. In order to achieve both, it’s important images from just inches away from any projection surface, sucto consider how to maximize content to best communicate the cessfully creating effective images without requiring extra space. intent or message. Projection technology provides the benefit of From higher resolutions and shorter throw ratios, to built-in delivering content through unrivaled flexibility in terms of size, warping and blending features, pro-AV projectors in the market shape and format. For example, in digital signage applications that today offer amazing installation flexibility, far beyond what call for displaying content or images at odd angles or on irregular digital screens have to offer. With this flexibility, projectors are shapes, projectors are better suited to accommodate these requireable to expand the visions of designers, integrators and installers, ments compared to flat panels or video walls. Be it for projection allowing them to be more creative and use projection as an effecmapping or unique applications involving complicated setups or tive communication device. Simply put, projectors push digital strange surfaces, projectors are better equipped to accommodate signage beyond the static, rectangular borders of flat panels and the most difficult installations and help integrators meet their allow creatives to maximize creative content both efficiently and objectives. cost-effectively. Providing incredible reliability and consistent light output, laser Since projectors were introduced to the digital signage industry decades ago, they have completely transformed from the large, lower-resolution and maintenance-heavy pieces of equipment they once used to be into more flexible and reliable units. As projector technology continues to evolve, we can expect to see more professional integrators taking advantage of projectors as the display tool of choice in digital signage applications. By producing stunning visuals, projectors can be used to elevate installations by encouraging interactivity and engagement. Crisp text, lifelike images and bright graphics combined with the physical elements of a digital signage application, such as unique 3D shapes or a glass rear projection touch screen, all contribute to creating an engaging experience. As projection technology continues to evolve, we can expect to see added features that encourage interactivity in digital signage applications, further transforming straight information into engaging and interactive content. Jon Grodem, Sr. is director of strategy and planning Higher-resolution images and content translate to stunning visual experiences, giving digiat Optoma. tal signage an added “wow factor” to better appeal to customers. Each year brings more innovation and unique applications for projection technology in digital signage, and 2018 was no exception. From sleeker, more flexible projector options to the growing projection mapping trend, projection continues to evolve as a technology to improve and push the boundaries of digital signage. With a significant cost-per-inch advantage over flat panels, it’s clear that the opportunities are endless for projection technology in the industry.

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DIGITAL SIGNAGE BEST PRACTICES GUIDE

BEST PRACTICES: NEW GENERATION DISPLAYS AND HARDWARE SOLUTIONS

THE FUTURE OF DOOH IS AUDIENCE-FIRST

Interactive Experiences Will Define Digital Advertising By Emile van de Coevering

The future of DOOH? As content creators we think about this all the time. At Socialure, we specialize in creative digital content for events and Out-Of-Home advertising. We’re very lucky because it gives us a chance to see how these overlap and how the behavior of a control group (the event attendees) could be similar to groups out there consuming our DOOH content. At events, people love interactivity—VR, AR, social walls, photobooths, and more! So why not take that feeling of fun and excitement that our audience has and take it to the street? Interactive experiences are the future of digital advertising. With the ability to incorporate direct feedback, touch screens, tracking, cameras and a variety of sensors we’re able to engage the audience like never before. The benefit of engaging the audience with interactive elements is that they make their own decision to join an experience, and therefore, choose to interact with the brand represented, immediately making that brand or product more familiar and interesting to that person. Compared to personal devices, like phones and computers, DOOH content is naturally seen by many people at one time. It is, in itself, a shared experience.

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DIGITAL SIGNAGE BEST PRACTICES GUIDE

At the Heineken DJ Experience during Coachella, Socialure created a branded Touchscreen DJ Experience that allowed visitors to create and record their own live mixes and automatically upload them to SoundCloud and Facebook.

SHARED EXPERIENCES The next move is bringing people together even more. Interactive screens draw a crowd, a few people see someone having fun and enjoying themselves and naturally want to join in. There’s so much potential for people being able to play games or try something new with a fellow onlooker. Not only do they have the memory of interacting with the brand represented on the screen, but they also have the memory of having a real interaction with someone else—a human interaction inspired by technology. Social media plays a role in these interactive services and helps avoid media fragmentation. By incorporating social media into interactive DOOH experiences the advertiser can increase their digital footprint and directly connect to their online media campaigns. The audience gets to share something new and exciting with their network. Giving brands a whole array of consumer generated content, expanding their reach and increase overall brand visibility.

Now, let’s consider the technology behind all of it that makes that possible and effective. As stated above, humans are naturally social and like to engage, but only when it is genuinely interesting to them. “Give the people what they want!” But what do we give them?

Interactive DOOH Game for Spiderman/Dell by Kinectic Worldwide.

the relevant audience to their client. With this ability to capture all this new data, it becomes easier to give relevant rapport back to our clients and allows them to do A-B Testing.

GETTING ATTENTION Tracking systems already exist to give advertisers a sense of how beneficial their campaign is, or when it is not. Making them more accurate and including a lot more variables will be the next step in the process. In high traffic places, like New York’s Time Square with 355,000 people walking through that space each day, you’re guaranteed to get some attention, but from who? And, how much does your content have an effect on those people? By making advancements in sensing, artificial intelligence, tracking and interactivity companies will have a ton of new data that could help direct their advertising efforts moving forward. This could be especially valuable in less trafficked locations, where sheer volume is not a selling point. In these places the brand can test ad concepts, adjust it to the audience in that area, or test new places to advertise. As professionals in the digital signage industry we have a responsibility to get brands on board with the benefits of DOOH and to produce content that aligns with their own needs as well as their audience’s interests. Not just content, but advances in hardware technology will allow for more or less complex campaigns that will affect your success and that of your clients. The best thing you can do is be ready for this future to fulfill the needs of you client and give them the information they need to thrive. While doing this, you can provide the best content and experience for the most important person in the equation: the audience. Emile van de Coevering is creative director of We can target ads to general demographics like gender, age, or even more specific qualities like; technology integration company, Socialure. does this person have a beard or not? GIVE THEM WHAT THEY WANT Tracking, sensors and interactivity are a great place to start. Unlike with personal devices, DOOH does not have cookies, canvas fingerprinting and other incredible technologies to track an individual’s interests, purchases, or frequent site visits. But we can target ads to general demographics like gender, age, or even more specific qualities like, “Does this person have a beard or not?” It may seem like a silly question, but someone with a beard is much more likely to purchase facial hair care products that someone without. With these interactive experiences, you can use intelligent face-tracking technology or simply ask. Not only is this more relevant to the consumer and more productive to the advertiser, they can now target their advertising to relevant audiences and get a greater ROI. The audience is more interested and engaged, and the DOOH provider has accomplished the task of bringing

DIGITAL SIGNAGE BEST PRACTICES GUIDE

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B E S T P R A C T I C E S : T H E I N T E G R AT I O N L A N D S C A P E

KNOWING THE DIFFERENCE

Uncovering Digital Signage Customers’ Needs Before Fulfilling Their Wants By Tom Jones

We’ve all been there before—our customers come to us with best intentions to explain an opportunity and, instead of listing actionable needs, they deliver an obscure story of dreamy wants. In spite of their intentions, they’ll often communicate superficial “wants” that are actually little more than product features rather than getting to the point of the actual need so that we can design a proper solution. Let’s review some methods to uncover your customers’ needs for digital signage versus superficial wants to help you sell more products and services. THINKSTOCK/JACOBLUND

It Starts With Technique: Due to its inherently complex list of parts and services, selling digital signage can be difficult using a transactional selling model. In this model, customers simply ask for the surface “need” at a high level—let’s say an indoor video wall—and then you sell them only the parts that make up this request and quickly start trying to close the deal. Not only is this too “old school” for modern consumers, it can get you in a world of hurt down the road since most often true digital signage solutions require far more than simple parts. A better approach for long-term success is adopting a solutions or consultative sales approach. Rather than just promoting your standard product offering, focus on your customers’ pain points and then address any issue with available offerings, including a mixture of product and services. Simply put, you spend time with customers to understand the problems they’re trying to solve and then recommend a solution that will specifically address that problem. Have A Solid Understanding: To service customers properly, we must understand their needs, and it’s imperative we engage the right individuals. Qualified digital signage prospects will have three qualities: They have to need to have digital signage, have the authority to make the purchase and be able to afford to make the purchase. The Need For Signage: Uncovering the need from a prospect can seem like pulling teeth, but with a few solid qualifying questions, you can uncover the real objectives, which can be expressed in many ways. Common examples of objectives can include to sell more of “something,” increase brand awareness, better communicate and provide entertainment. All of these objectives address a business need and provide the foundations to getting the solutions right. Uncover the objectives by asking some qualifying questions:

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DIGITAL SIGNAGE BEST PRACTICES GUIDE

To service customers properly, we must understand their needs, and it’s imperative we engage the right individuals.

• What do you want to accomplish with your signage?

• Who’s your target audience? • What type of content do you need to display? • Do you need to manage other spaces? • What resources do you have to support signage? Authority To Make A Purchase: You have to be strategic with your time and have to meet with people who can pull the trigger for the sale. This requires getting in front of people who are authorized to deliver purchase orders in the long run. It’s not often an easy process, and it’s likely you’ll need to meet several levels of individuals to get to the right one. However, in the long run, you want to spend the most meaningful time with the decision makers and the purchaser and be prepared to discuss purchasing options. Can They Afford To Make The Purchase? There’s nothing worse than going through the motions of designing the perfect solutions that fits all of the business objective they have, only to find out they can’t afford it. It’s best to prepare by having more than the traditional “cash or charge” options available to them since a carefully considered purchase can run into $100K or more. Be prepared to discuss options like leasing or creative financing terms. Hopefully these tips will get you on your way to selling more product in the near future. Tom Jones is a technology consultant at Ingram Micro Technology specializing in content creation, design services, professional services and financial options. He can be reached at tom. jones@ingrammicro.com.

B E S T P R A C T I C E S : T H E I N T E G R AT I O N L A N D S C A P E

INTEGRATION ASSESSMENTS By Chris Mascatello

Digital signage capabilities are growing in complexity, with new engagement and dynamic capabilities, as well as integration with other technologies that create an immersive experience. Even with these benefits, digital signage is often an afterthought during the design process, limiting the impact it can have on new projects. Clients often look to work with an integrator after the initial design process, which can make integrating digital signage more difficult or limit the design options available. Collaboration between integrator, client, engineers, and architects should begin by exploring the individual needs and goals of the project. Some clients might be looking for a way to transform their overall environment, while others are looking to monetize the space through advertisings. After the clientâ&#x20AC;&#x2122;s needs have been established, the successful integrators send members of their estimating, design, and engineering teams to collect information onsite to help provide a comprehensive recommendation. During this time, the team will take measurements, identify the best locations, take photographs and videos, and meet with the client further to review overall objectives. During this onsite visit, it should be explored what current documentation exists, such as architectural drawings, power and data availability, and other information which can help form a comprehensive plan. This site visit is a pivotal part of the process and can be the difference between success and failure for an integrator. Taking the time to conduct a thorough assessment can alleviate issues later on in the process and ensure the best plan of action is put into place. STRATEGIC PLANNING Once substantial data and research are collected, the team develops a strategic plan that provides comprehensive analysis, inclusive of display location recommendations, technology and structure design, valuation, and ROI analysis. This information is also often used by a team of architectural designers to help create a full visualization of the digital media network within the actual space or venue. This visualization also helps the integrator understand what will work best within the space to make a proper recommendation to the client. Successful integrators base their recommendations based on each individual clientsâ&#x20AC;&#x2122; needs. This includes providing a variety of technologies from multiple manufacturers to best fit their venues. The most successful integrators will have relationships and knowledge of a variety of technologies, such as LED, OLED, LCD, 3D projection, architectural lighting, beacons, IPTV, facial recognition, motion sensors, AI, control systems, and other next-generation technologies. Offering a wide variety of product options helps

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DIGITAL SIGNAGE BEST PRACTICES GUIDE

Providing venue partners with strategic planning and consultation services from concept to completion ensure the creation of a dynamic digital media network that works specifically for any sized project, objective, or budget.

ensure the focus is on the right products, not locking the client into products due to price, and selecting what best meets the objective of the overall project. While the 3D render is being designed, the estimating team is working with engineers to select the best products from their arsenal and establish the most cost-effective pricing for the installation. This collaboration between the structural and electrical engineers, as well as the product manufacturers is vital to ensuring the overall accuracy of the proposed program. REVIEW PHASE After the full 3D render is completed and pricing is compiled, the integrator and client should meet to review how the proposed system meets the original objectives. During this stage of the process, changes can be discussed and multiple versions of the 3D visualization can be developed. At this time, budgeting begins to play a major role in the decision process, which is why it is important that the integrator has reviewed all available information with the engineers and product manufacturers to ensure accurate budgets are provided. INTENT AND INSTALLATION Once a concept has been finalized, the installation process begins. The integrator will work closely with the engineers and client to ensure the design intent is met while providing the seamless integration of technology. With the design, architectural, engineering, and implementation team working closely together throughout the design process it can help limit issues that may arise during the install process, allowing for an easier process overall. When digital signage is incorporated into the beginning of the design process the integrator can ensure that the signage will provide the greatest overall impact for the client. Chris Mascatello is executive vice president of technology solutions for ANC Sports.

PHOTO: ANC

A Digital Signage Primer from Project Conception to Completion

B E S T P R A C T I C E S : T H E I N T E G R AT I O N L A N D S C A P E

THE GROWTH OF INTERACTIVE DIGITAL SIGNAGE Flexibility and Personalization Will Drive Two-Way Engagement By Deborah O’Mara

While digital signage is ubiquitous in today’s world, its effectiveness is largely determined by how businesses and organizations use it in their environments. Digital signage is far more effective when used to augment and enhance spaces that people move through or where they congregate. Simply posting information on a display in a bland visual presentation is likely to go unnoticed. Interactive digital signage is one way that organizations are captivating imaginations and driving two-way interactions through a more dynamic and responsive approach. However, the measure of success around your interactive digital signage deployment will likely point to both consumer ease of use, and the level of personalization across the interactive experience. Until recently, interactive digital signage was often limited to the screen itself. While a wayfinding application could direct users to a destination, there was no efficient way take the information with them on their journeys. Consumers relied on memory retention or a trip to the printer upon walking away from the screen. And while specialized apps were often available to help with the user’s journey, it still required the user to download, learn and manage the app with varying success rates. Furthermore, per-

A national quick-service restaurant chain has adopted interactive digital signage as a personalized wayfinding and booking platform on its large suburban campus.

sonalized experiences were dictated more by the organization as opposed to the user. The introduction of HTML5 technology, and richer data integration, has helped to improve both ease of use and personalization. HTML5 designs allow users to walk away from the screen with the entire project viewable in the browser of their smartphone. Similarly, today’s best interactive digital signage software builds in data integration properties that help users build their own (continued on page 33)

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BEST PRACTICES: SYSTEMS CONNECTIVITY

CAN SMART HEADENDS MAKE MY DUMB TVs SMART? Coax “Keep Alive” Strategy Extends RF Networks Longevity There are millions and millions of miles of coax wire installed in apartment buildings, health clubs, arenas and stadiums, and hospitals in the US. These coax networks carry radio frequency (RF) signals for cable TV distribution. The TV channels on the coax wiring may be provided by an outside source, such as a cable company, or an inside source known as a TV headend. The TVs on the coax network may be directly connected to the coax wire, or connected with a cable set top box. A wide variety of venues use this type of wiring including stadiums, public schools, hotels, casinos, government buildings, shopping malls, restaurants, and more. Wouldn’t it be great to use this installed asset to enable digital signage displays and private TV channels? Certainly, this would be easier than installing Cat-5/6 wiring throughout a building. Well there are products that enable this: they are called “smart headends.” Rather than replace all the cabling in a building to Cat-5/6 and upgrading the displays to commercial digital displays at a considerable cost, many digital signage integrators are taking advantage of the existing RF network and displays by creating six or more “digital signage channels” on existing TV networks. These custom channels are inserted into the in-house cable network on unused frequencies that either the STB or the TV can tune to. A SINGLE ALL-IN-ONE SMART HEADEND The equipment that is needed to insert a custom channel is an input or capture mechanism, an encoder which encodes the captured video and digital signage content in a format compatible with TVs, a multiplexer that combines the channels to a single bit-stream, and a modulator that transmits the bit-stream on a TV compatible frequency. The smart headend approach combines all of these functions into one economical piece of equipment. This allows all of the functions to be monitored via a web portal so status and changes can be made from your smart phone. One of the really cool things about the smart headend approach is that one piece of equipment can drive multiple digital signs on the same coax wire. The signs can have the same content, or different content. Looking more broadly, smart headends connected through a remote management system can be used to manage multiple signs in multiple locations. Looking to deploy units in other countries? A smart headend will typically support the TV standards typical around the world. Moving to IPTV some day? Smart headends easily support IPTV networks simultaneously with RF networks. This hybrid approach saves the time to learn a second systems, and delivers

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PHOTO: WEST POND

By Tripp Blair

Smart headends connected through a remote management system can be used to manage multiple signs in multiple locations.

the same content via different networks at a small incremental price. One in-house expert could manage both the IP network and the RF network often using the same content and using the same playlist. DECIDING WHAT TO SHOW Is it live video, a slideshow from PowerPoint, cell phone video, or twitter feeds? Streaming video files will need to be formatted to meet the requirements of the TVs on which the content will be displayed. Use a cloud service for this, then create a scheduled playlist or play them back in a continuous loop. If graphics and HTML media is to be displayed on the sign, you can use the smart head-ends signage player to render the graphics and convert the result into a TV channel for distribution over the RF network. MONITORING THE OUTPUT After you create the playlist you want to make sure that the playlist plays correctly. You can do that manually by going to screen that you want to see it or using a tool that let’s you see what is playing on a given channel. The advantage of the later approach is that even if you aren’t in the building you can see what is playing on a given channel. MANAGING THE DISPLAYS A professional digital signage network must have the ability to change the content on request, power on and off the displays and select what playlist is shown. All of this can be accomplished with a STB connected to the display. With a smart headend, this technology is available on both IP and RF networks. A smart headend will issue the appropriate commands manually or allow them to be scheduled based upon time of day or triggered by playlist cycles and other events. Tripp Blair is vice president of marketing for West Pond Enterprises. For more information on digital smart headends visit Westpond.com.

BEST PRACTICES: SYSTEMS CONNECTIVITY

NETWORK DESIGN

The Role of Environment and Equipment Placement in Signal Management By A.J. Shelat

When designing a digital signage network deployment, there are several factors that go into your decision making, whether you are the system integrator, the CMS company or the end user/network owner operator. These factors include some basic fundamental principles In the one-to-one environment signal extension is best accomplished using HDBaseT techas well as some not so obvious choices. nology, which typically have a transmitter and receiver pair with the appropriate in and We are going to make some assumptions, for the pur- out connections. pose of this article in order to stay focused on our topic. outdoor menu boards, over the fryers in QSRs, manufacturing The assumptions we are making is that you have worked out your plants, subway, train or bus stations, amusement park lines, etc. content strategy—what the system is supposed to accomplish with your messaging. You have also chosen where to place your screens, EQUIPMENT CHECKLIST depending on the environment and where they will best function Now that we have determined when it is appropriate to look at to be seen, interacted with and maintained. We will also assume using signal management equipment in your digital signage netyou have chosen an appropriate content management software work, let’s examine the choices you have. The first choice is a dis(CMS) company to help you deliver the content to where you tribution amplifier. In most cases, when your player is beyond the need it and when you need it. distance a digital signal cable (HDMI, DisplayPort, DVI) can or Here is where things may start to get a little fuzzy for you. should go, your DA should enable HDBaseT technology to extend There are two basic choices you have when locating the content the signals. HDBaseT combines uncompressed video/audio, USB, player in a digital signage network. The first is to locate the player control, ethernet and power (called 5Play) over a single Cat-6 in or near the screen. The second is to locate it somewhere else. cable up to 100 meters. Cables should be shielded and terminated There are several reasons why one choice may be better than the at both ends for best results. other and like everything else in digital signage, it depends on a few In the one-to-one environment signal extension is best accomdifferent scenarios along the way. plished using HDBaseT technology. The devices typically have a transmitter and receiver pair with the appropriate in and out ENVIRONMENTAL FACTORS connections. Many commercial screen manufacturers have built First is the environment the screens are being placed. This is the HDBaseT receiver functionality into their display device. The the most overlooked conundrum in designing your network. important caveat when choosing a vendor here is to make sure the According to Dave Haar from Brawn Consulting, there are three HDBaseT Extender and Receiver are certified by the HDBaseT scenarios in designing your digital signage network that placing Alliance to insure interoperability between vendors, should you the content player somewhere other than at the screen will save need it. you hundreds, if not thousands of dollars over the life of your The last choice many designers are turning to is Video-over-IP network. streaming of signals across a network. Used in both a one to one The first scenario is when you are playing the same content on and one to many environments, IP streaming involves a signal multiple screens in a given environment—it pays to use a distribeing encoded at the player/server side and decoded at the screen. bution amplifier (DA) to distribute the content to receivers on the Signals pass through a network switch and routing is typically screens. This is beneficial because most CMS companies charge managed by the CMS software. Depending on your environment, a one time or recurring fee per content player license and if I am several compression protocols handle the data flow, each with sending the same content to multiple screens, I can avoid those different levels of latency in signal delivery. charges using a DA. For more information about signal management in digital sigThe second scenario is when you place screens in environments nage, consider The Digital Signage Certified Experts certification where reaching them during business hours either is difficult to training provided by the Digital Signage Experts Group on line or achieve or disruptive to your core business. live at Digital Signage Expo. The last scenario is when you place a screen in a location that is A.J. Shelat is vice president of sales at Hall Research based in harmful or environmentally unfriendly to the players, decreasing Orange County, California. their mean time between failure. This would include places like

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DIGITAL SIGNAGE BEST PRACTICES GUIDE

BEST PRACTICES: SYSTEMS CONNECTIVITY

FOUR KEY BENEFITS OF NETWORKED DIGITAL SIGNAGE AVoIP Enables Enhanced Capabilities, Easier Management and Lower Costs for Video Walls By Jonathan McCune

In addition to larger formats, today’s digital signage users want an expanding set of features, including higher resolutions, more end points, real-time transmission, increased customization and interactivity. And they want it all to be easy to deploy, simple to manage and affordable. AV-over-IP meets these needs by offering a number of advantages compared to traditional digital signage and video walls. SIMPLE DEPLOYMENT AV-over-IP technology is often simpler to deploy than traditional hardwired digital signage and video walls. It typically fits in with existing system architecture and doesn’t require much technical know-how to install. With no hard wiring, there are no distance limitations between the data source and the display. IP-based digital signage and video walls work by connecting a receiver to each display, which attaches an IP address to the screen and connects it to the network. Once the display is connected, content can be delivered quickly and easily from anywhere on the network. Scalability is also easy and cost-effective. Adding displays is as simple as adding more receivers—up to thousands of end points. HIGH-QUALITY TRANSMISSION IN REAL TIME Current developments in AV-over-IP technology allow the transmission of high-quality video that consumes less bandwidth than ever before. Users no longer have to sacrifice speed of transmission for quality. They are able to send and receive ultra-high resolution 4K/UHD video content across any distance while retaining high image quality. The latest compression technologies allow 4K lossless transmission of video signals at 60Hz with 10-bit color depth. Lossless compression requires more bandwidth to transmit video signals but provides clear images and latency-free operation. It seems likely that 8K resolution will be the standard in the near future. Real-time transmission of high-quality video and audio makes IP-based video walls ideal for command and control centers, security applications, transportation and live presentations. Real-time feeds allow for improved response time to emergencies, for example. They also enable a higher level of interactivity for applications such as education or business. In retail, real-time transmission supports augmented reality in which shoppers can virtually try on clothing from a store’s current inventory. EASE OF MANAGEMENT Improvements in digital signage software make creating, publishing and managing content quick and easy, often from a centralized

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DIGITAL SIGNAGE BEST PRACTICES GUIDE

In some applications, for example, food service and retail settings, the cost of digital signage may be offset by the additional sales potential that comes with highly targeted messaging and offers.

platform. From an intuitive web interface, users with little technical knowledge can create messaging using drag-and-drop functionality. Some software solutions enable the creation of multimedia zones and content playlists for highly targeted messaging. Users can make instant updates to content or perform network-wide software updates to tens of thousands of players at once. Today’s software also offers better analytics and feedback loops. LOWER COST Networked solutions eliminate the expensive wall processors of the past and require less cabling, resulting in additional cost savings. The decreasing price of LED displays also reduces the cost of a video wall installation. Additionally, components such as the mounting brackets are being engineered for faster, and thus cheaper, installation. The advanced capabilities of networked digital signage could make cost a less important consideration. In some applications, for example, food service and retail settings, the cost of digital signage may be offset by the additional sales potential that comes with highly targeted messaging and offers. MORE GROWTH AHEAD Market demand is driving swift innovations in the digital signage and video wall space. The possibilities for future advancements are seemingly endless, with AI and smart technology on the horizon. Integrators and equipment manufacturers should be prepared to seize new opportunities as IP-based signage becomes more widespread and as companies update outdated technology in favor of new, high-performance video walls and signage. Jonathan McCune is director of product management – AV & Infrastructure for Black Box.

B E S T P R A C T I C E S : F U T U R E- P R O O F D I G I TA L S I G N A G E

FIVE WAYS TO BRING DIGITAL SIGNAGE INTO THE FUTURE Steps to Staying Ahead of the Innovation Curve By Hailey Klein

THINKSTOCK/METAMORWORKS

There was a time when compelling digital signage in the lobby of a business, near the cash register at a store, or behind the counter at a restaurant was enough to capture someone’s attention—and their business. But that time is gone. In today’s fast-paced consumer environment giving people something pretty to look at isn’t enough. Consumers need to be moved to action or targeted in a more personalized way to stay engaged with your brand or product. As the needs—and wants—of consumers have evolved, so has the digital signage technology that will help you continue to meet those needs. Complete digital experiences are an expectation of employees and consumers in every demographic and across every industry. Pairing traditional digital signage with newer and more interactive technologies is the key to staying relevant and maintaining engagement. Here are some ways you can start implementing the future of digital signage today. Augment the reality. What is everyone’s lease favorite part of shopping? That’s right, the fitting room. What if customers could bypass the fitting room all together but still buy clothes that fit well and looked great? Retailer Timberland installed smart

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DIGITAL SIGNAGE BEST PRACTICES GUIDE

Using a process known as deep learning, programs such as digital signs that are equipped with AI can use data to respond to a certain environment or event in a specific way.

digital signage in their shopfronts that allowed passersby to “try on” entire collections of clothes virtually using Kinect technology. For customers who prefer to shop from home, an online app and augmented reality in a laptop or phone camera provided the same virtual dressing room experience. Make it personal. Artificial intelligence (AI) is a great way to personalize your digital signage communication. Using a process known as deep learning, programs such as digital signs that are equipped with AI can use data to respond to a certain environment or event in a specific way. AI-enabled digital signage at the front of a store, for example, could determine the gender and estimated age of a customer walking in, and even whether or not that customer had been in the store before, and then use that data to create an image or message targeted to that person’s predicted shopping habits. In Sweden, an interactive anti-smoking billboard was designed to detect smoke nearby, and then play a video of a man coughing. Had the billboard been equipped with AI, however, it could have moved past a simple if/then reaction. For example,

the screen could have changed to a video of a man clapping and cheering if the smoker put their cigarette out.

better data, user-friendly design interfaces, and quicker upload speeds.

Go mobile. Mobile technology has become a regular part of everyday life, and integrating mobile solutions into your digital signage deployments is a great way to broaden reach and increase engagement. Take the example of proximity marketing. Proximity marketing helps you target people who are closest to the action you want them to take. Using beacon technology embedded in digital signage near a store’s cash register, for example, you could send flash deals or other customized marketing information directly to the mobile devices of customers waiting in line or getting ready to make a purchase.

Analyze everything. It can be difficult to optimize content for digital signage—or justify an investment in digital signage technology—if you have no idea whether it’s working or not. No matter how expensive and impressive your digital signage implementation, content is still king and ineffective content won’t magically get you the result you want just because it’s on a pretty screen. Better digital signage analytics will help you know whether your creative campaigns are working or not so you can adjust content and delivery methods accordingly. According to a market research report released by Reserachmoz, digital signage will be a key revenue contributor for companies across all industries. Digital signage can help increase sales with targeted ads and promotions that encourage additional impulse purchases. It can enhance brand awareness—digital signage captures 400 percent more views than static signs—and improve customer retention. Dynamic digital signage content can even be tailored to specific individuals and circumstances to influence purchasing decisions in real-time. It’s time to get started implementing the technology—and experiencing the revenue—of tomorrow, today. Hailey Klein is director of marketing communications at PSNI based in Peterson, Minnesota. This article was originally published on www.psni.org.

Cut the cord. Digital signage hardware is evolving just as quickly as digital signage software and keeping up with hardware advances is just as critical to innovative digital signage as new software applications such as AR and AI. For example, System-on-Chip or SoC technology provides the computing power of a personal computer in a compact board that can be built right inside your digital signage display panel. SoC technology will save you money in maintenance and installation costs, and it will also make your digital signage more versatile and flexible. Thin, lightweight displays can be mounted just about anywhere, and with the operation hardware built into the sign itself instead of housed on an external device or player, content can be changed quickly on-site. The software supporting remote updates is advancing just as quickly with

O’Mara

(continued from page 25) personalized experiences at the screen and pull up the information that they want on demand. FLEXIBLE APPLICATIONS Visix recently deployed two interactive digital signage solutions on corporate campuses that outline the value proposition of a truly personalized, easy to use interactive experience. In the first example, a national quick-service restaurant chain has adopted interactive digital signage as a personalized wayfinding and booking platform on its large suburban campus. The goal of the system was to simplify how employees and visitors find and book open rooms and workstations, of which approximately 1,000 are available. The company provides an open floor plan to accommodate remote workers that visit the campus, and give those who work on campus the freedom to move around; executives and administrative assistants are among the few with assigned office space. Using Visix digital signage software, users can now easily book rooms on digital signage displays (simplified with single sign-on authentication), text-message a URL link to their phones or use a QR code captured on their devices. Each map integrates data that allows users to personalize their experiences with information, including points of interest on campus with photos and copy that describes the space. Upon selecting a date range and period of time, the system returns an outline of all spaces available for booking.

Visix also recently deployed a similar system with ConocoPhillips on its corporate campus. While the technology and user options are similar, the user experience instead highlights all currently available spaces in green, covering multiple buildings. As Visix CEO Sean Matthews explained it, today’s datarich interactive deployments also strengthen integration with third-party applications, such as the TransLoc Rider app for transit schedules. “We have interactive clients that are integrating parking lot sensors that show how many spaces are available and where, as well as general interest detail such as energy usage,” said Matthews. “We also offer multi-lingual support for our customers in corporate, higher education and other verticals to make interactive digital signage inclusive for all users. Additionally, we are leveraging HTML5 to make it responsive for users on any device, and making it easier for our customers to manage on the operations side through cloud or on-premise options.” Matthews expects that analytics will play a bigger role in interactive digital signage rollouts moving forward, which can help businesses better understand space utilization through analytics. This provides additional ROI value for organizations that have invested in technology across conference rooms and huddle spaces. “We see a bright future for interactive digital signage based on the progress that has been made over the past year in the technology and its usage,” he concluded. Deborah L. O’Mara is a journalist with more than two decades experience in the systems integration and physical security industries. She can be reached at dlocommunications@gmail.com. DIGITAL SIGNAGE BEST PRACTICES GUIDE

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CREATING IMMERSIVE EXPERIENCES

New Media Art & Digital Canvases Leverage Transforming Technology By Camille Burch PHOTO: KATE RUSSEL

Technology evolves over time, but creativity is ever-present. Interestingly, as technology pushes the boundaries of what’s possible, the lines between creativity and technology become blurred. Instead of technology inhibiting or limiting content, for today’s artists and content creators, technology informs and inspires their creativity and design work. This is not a trend that is going away. At the recent Gartner 2018 Symposium/ITxpo in Orlando, Florida, David Cearley, Gartner Vice President and Fellow, identified immersive experiences at one of the top-10 strategic technology trends for 2019. Specifically, Gartner categorizes its top-10 trends as “highlighting changing or not yet widely recognized trends that will impact and transform industries through 2023.” For those of us in the pro-AV industry to fully embrace immersive experience and its rich possibilities, it requires us to change the way we think about technology in certain applications. Technology becomes a digital canvas for the artist with limitless possibilities. How can we leverage this power to blend with and enhance ancient treasures or scientific marvels in a museum setting? How can we digitally represent sound? What cultural shift

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Rafael Lozano-Hemmer, Pulse Index, 2010 in Time Lapse, Site Santa Fe, Santa Fe, New Mexico, United States, 2012. The Pulse Index records participants’ fingerprints at the same time as it detects their heart rates, displaying data from the last 10,000 users on a scaled grid of massive projections.

will occur in the future when digital art galleries become a part of the fabric of our society? Contemplating the immense possibilities is nothing short of a paradigm shift. Digital signage and new media art draw an observer into an emotional, thought-evoking experience with content expressly created to maximize their respective technology platform. WHAT IS NEW MEDIA ART? While there is no universally accepted definition for New Media Art, a good baseline is any work created with new media technologies such as digital art, computer graphics and animation, as well as virtual and interactive art. And while that might seem like an overly broad cross-section, it’s this variety that offers the most opportunity. New Media Art is the new frontier of the art world, much as the early adapters of Romanticism, Impressionism and Modern Art were leading the way in those new frontiers. New

AN ENGAGING EXPERIENCE The practical applications of New Media Art are only now surfacing, but the possibilities are bound only by imagination. At its heart, New Media Art provides an opportunity for an immersive entertainment and cultural experience, one that creates an emotional connection to the content. So why has this emerging art form based in technology not yet been widely adopted? There are a variety of contributing factors; one main reason is a tendency in our industry to think in terms of products, equipment and hardware. It’s up to us as industry professionals to bring this new experience to our customers. Another contributing factor has been the quality and availability of the content, but that is rapidly changing as digital art galleries open around the world and artists embrace the medium. In recent weeks, dedicated digital art galleries have opened in both Paris and NYC, so adoption is coming. One important consideration in displaying art is the tendency to display forms on flat panel screens in 16:9 aspect ratio. Our brains are wired to associate this aspect ratio with TVs or computer monitors and this becomes the context of the work displayed. Very few serious art collectors are willing to spend the money on a high-end contemporary digital work of art if the end result is mistaken for a nice screensaver on a television, even if that television has a nice frame. From the artist’s perspective, he or she is unlikely to want to have her art displayed on anything that degrades the intended quality and impact—not to mention the limitations placed on her artistic freedom. Embracing this medium means the professionals in this industry—manufacturers, architects, designers, integrators and digital artists—will have to work together to understand this evolving tech art form by combining our expertise to make the desires of high-end homeowners a reality. This means working cooperatively to educate one another and understand the huge potential of this medium so that it becomes profitable for all of us. THE FINAL EXPERIENCE IS FIRST The first step is matching display technology to the desired result. Business author Stephen Covey coined the famous phrase, “Begin with the end in mind.” By first understanding the desired experience of the users, we can work backwards and put the right technology in place. It’s important to consider every aspect and capability of the display systems—taking into account the unique properties of each technology, from the design and build to the luminance and

PHOTO: BARBICAN

Media Art is still in flux, meaning there is a lot of room for artists to experiment with the medium and to respond to its evolution. Excitement for New Media Art is rampant across the art world. We see both museums and private collectors desire the unique innovation of these pieces in the move to incorporating digital art options into their creative landscapes. Because application of technology in this way is in its infancy, the movement is only just beginning to explore the possibilities with color, form, movement, and backgrounds. Even bleeding-edge technologies like augmented reality and virtual reality are influencing how art is created and displayed; much is left to discover in every aspect of this new category.

Last year at London’s premier art space, the Barbican Centre, artist John Akomfrah partnered with Christie to utilize six WU14K-M 3DLP projectors, all with short throw lenses, for his large-scale video art installation, Purple, which charts climate change over six large screens some 65-feet wide.

picture quality. Is projection or LED the better choice? Each offers unique capabilities for New Media Art creations. Which is the better application for the experience the customer desires? MOMENTS CREATE MEMORIES: LOOK FOR DETAILS Best-in-class technology means creating showcase moments within the final experience. Patrons and customers should have access to the most accurate, brightest and crisp representation possible, which translates to the most exciting and immersive experience. From the content creator’s perspective, they are assured that their creation is being seen in the best possible light, as they envisioned it from the start. The experience creates a strong, positive and lasting connection between the artist and the audience. Imagine the showcase moments in the final product, and recommend technology that can deliver those moments. THINK BEYOND THE CANVAS New Media Art can expand the traditional technology experience. Seek to create a seamless transition from an immersive entertainment space to an engaging art showcase. If done correctly the experience extends beyond the art itself to encompass the surrounding architecture, and can also encompass virtual wallpapers and other design elements. A custom created interior design can make the digital canvas the centerpiece of any scenario, further elevating the experience. THE FUTURE OF NEW MEDIA ART As more artists embrace this art form, we’ll see the breadth and depth of art applications continue to grow. Without a doubt, the technological advancements that are on the horizon will help to drive this new media art wave. It’s not out of the realm of possibility to imagine the use of augmented and virtual reality aspects to create completely immersive installations. Regardless of what advancements come along, the primary motivation for new media art remains the same—to leverage technology to facilitate experiences that create the biggest emotional impact. We have a unique opportunity as an industry to remain relevant and continue to have a voice in this important conversation. Camille Burch has more than 25 years’ experience as a communications professional with global expertise in technology-driven B2B environments. She is an award-winning content writer with a passion for telling customer stories, conveying technology innovation and building critical relationships with industry-specific outlets and partners. DIGITAL SIGNAGE BEST PRACTICES GUIDE

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BEST PRACTICES: IN THE FIELD

VERMEER SOUTHEAST BUILDS CAPTIVE RETAIL AUDIENCES Visix AxisTV Signage Suite Amplifies Customer and Employee Engagement

The AxisTV Signage Suite gives Hutson a flexible platform to develop three playlists of content for each showroom screen.

At the stores, screen engagement has dramatically increased with customers and employees alike.

The Vermeer brand offers a direct correlation to the unique challenges of outdoor work. Rugged and durable with industrial-level strength, Vermeer’s heavy equipment is used on jobsites and farm fields worldwide. Based in Iowa, the third-generation family company relies on an extensive 600-location global dealer network to sell and support itsproducts. In the end, each dealer is responsible for the local marketing and promotion of Vermeer equipment and services. The corporate office of Vermeer Manufacturing assists by providing content to its dealers for in-store use. Vermeer Southeast, with 10 locations in Alabama, Georgia and Florida, is one such dealer that has embraced digital signage as a communications tool to customers and employees alike, with very positive results. “We have long had screens in our stores running videos, but there was no real strategy with the content,” said Jon Hutson, marketing and communications director, Vermeer Southeast. “The guys working behind the parts counter had been watching the same playlists for several years. It wasn’t really digital signage; it was simply repetitive playback loops on television screens.” Upon joining the company last year, Houston caught wind of what a Vermeer dealer in Texas was achieving with digital media, which led Hutson to Visix and its AxisTV Signage Suite, which is now in operation at all 10 stores. Hutson operates out of the Vermeer Southeast’s Marietta, Georgia, flagship store, where he is responsible for maintaining the network. This includes the creation, upload and scheduling of all content. Hutson’s goals have been modest in the early days of the network, with an emphasis on ensuring that content is refreshed on a regular basis. The AxisTV Signage Suite gives him a flexible platform to develop three playlists of content for each showroom screen. This includes a main content zone with videos and promotions of Vermeer products and services, and two secondary zones: One focused on used Vermeer equipment for sale, and another that promotes upcoming events and employee news,

including birthdays and work anniversaries. Occasionally, Vermeer Southeast will produce their own videos, or add videos from other Vermeer partners. “We produced a 50th anniversary video last year, and traveled to each store to generate content using cameras and overhead drones,” he said. “I have also had a few vendors come in asking if they can provide video on their products. I can quickly upload those videos to Visix, often within a one-hour window, and schedule it to repeat four times over the course of a playlist.” That peace of mind extends to comprehensive content and network management from remote locations. As Vermeer Southeast is using Visix’s cloud-based CMS, Hutson has the flexibility to upload content from any location, and schedule it to play out on any date and over any daypart. Playlists are distributed over Vermeer Southeast’s IP network to all 10 locations, where Visix digital signage media players are installed at each store. The players, installed behind each screen, operate in a store-and-forward configuration to preserve network bandwidth, with all software living on the network. The player architecture was simple enough for local Vermeer Southeast staff to install, removing any need for outside systems integration work. “The players mostly download the playlists via the Wi-Fi network, with hardwired Ethernet connections in some locations to accelerate the download speed for larger videos, which can sometime reach 300MB in size,” said Hutson. “The Visix players are software-defined and extremely reliable, mainly operating uninterrupted and with exceptional image quality on the output. “ At the stores, screen engagement has dramatically increased with customers and employees alike. “The migration to Visix and digital signage has allowed us to develop a captive audience at each store,” said Hutson. “Digital signage is a very compelling and effective means of disseminating useful information, products, promotions, services and events, and just overall strengthening your brand.”

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BEST PRACTICES: IN THE FIELD

ART OF THE THRILL

Leviathan Shows You Picasso Like You’ve Never Seen Him By Mary Bakija

A 62-foot-wide Orchid 1.9mm LED display from SiliconCore wraps in an L-shape around Dolby’s lobby, immersing viewers in 7.1 million pixels.

Dolby’s core belief in design thinking led the team to come up with the concept of AV as art in the lobby of its San Francisco headquarters.

When Dolby Laboratories moved to its new headquarters building in San Francisco a few years ago, one of the items on its to-do list was just like that of any other company as it approaches a new space: decoration. A simple enough item, right? Not for an audio company with five decades of innovation to its credit. The company approached the art on its walls the same way it has approached technology over the years. Dolby, which has neuroscientists on staff to study the sensory perception in the brain, felt the art it features in its offices should in some ways express its business practices. That’s how the team came to install inspiring works by international artists throughout the new headquarters, and what ultimately led to the innovative Dolby Gallery in the HQ’s lobby. “Today, design and design thinking are inseparable from our core business practice,” Vince Voron, vice president and executive creative director at Dolby, recently told San Francisco Design Week’s blog. “We are consciously looking for ways to leverage both our art and original content programs to showcase Dolby technologies.” One stunning example of that is a commissioned piece by Leviathan, the specialized experiential design studio based in Chicago. The art installation, called “Metamorphosis,” combines sight and sound using Dolby Vision and Atmos technology in a genuinely surprising and delightful way: Audio dynamically travels across a 52-channel surround-sound Dolby Atmos system that includes 34 subwoofers. Visuals, which are intricately connected to the audio, envelope the viewer on a 62-foot-wide Orchid 1.9mm LED display from SiliconCore, which wraps in an L-shape around the lobby. Visitors are essentially immersed in a 7.1-million-pixel fusion of art and technology. “I’ve heard that people get lost in it,” said Jason White, Leviathan’s executive creative director. “Much to my surprise, viewers are really digging the story, and they’re looking for different meanings behind the patterns that are happening, while experiencing something very meditative and tranquil.”

The story is one that connects well to White’s background in fine art, which he called upon for inspiration and, in fact, source material for the project. Using the real-time generator software TouchDesigner, Leviathan extracted color volumes from famous artworks to create a twirling, natural pattern. Then, working with longtime collaborator Joel Corliss, the sound engineer behind Chicago-based Waveplant, audio was assigned to the extracted color data, so the sound moves with the visuals. “When it dawned on us that we could take color from anything, we thought, why don’t we take color from master’s paintings, and show them in a way that no one’s ever seen before?” White explained. “When we started to look at what a Van Gogh or a Picasso looked like exploded out and abstracted, we got really excited about it. Bringing new life to old art!” Like most art, it took some experimentation to get right. For instance, some choices for original art didn’t work with the abstraction, like if the piece lacked contrast, or had too many colors—it turned out that monochromatic or very high contrast art with a limited color palette worked best. “It was very, very cool to yet again bridge the two worlds of digital media and fine art exhibitions,” White said. “To do that in a way that honors the past masters and gets me closer to the past masters, it was such a thrill. I feel that our work breathes new life into this work, without destroying them in any way.” The new life, he says, is perhaps even a larger-than-life one. When White toured the Gallery with Dolby to explore the possibilities, he says he was floored at how they’d be able to create a wholly immersive experience. “This is absolutely new territory. The most we’d mixed [using Atmos] was complex surround sound,” he said. “Now I have a better understanding of the tools and what we can do on our own. Working with Joel, we’ve already started talking about how we can use Atmos for our next project.” DIGITAL SIGNAGE BEST PRACTICES GUIDE

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BEST PRACTICES: IN THE FIELD

DRAFTKINGS SPORTSBOOK BETS BIG New LED Displays Define Atlantic City Casino

PHOTOS: MCCANN SYSTEMS

The more than 5,000-square-foot main lounge is focused on a 40ft. x 8ft. 1.6mm UniLumin Ultra High-Definition LED display.

Housed in one Atlantic City’s most tenured buildings, Resorts Casino Hotel, DraftKings Sportsbook is the first build of its kind and brand new to the marketplace. The juxtaposition is bringing new bettors and retail customers from the DraftKings app and website to a physical location and is the first of many locations as new betting legislation in New Jersey takes effect. THE PROJECT With a brief to maximize the screen views of the casino while keeping customers engaged, DraftKings Sportsbook’s team called in McCann Systems to outfit the casino with custom LED displays and tickers. “The DraftKings Sportsbook has a great view from any seat, but also has a bit more of an intimate feel than some of the larger stadium-style Sportsbooks,” said Eric Winnicki, senior project manager at McCann Systems. “We were able to use this to our advantage.” THE INSTALLATION The more than 5,000-square-foot main lounge, which feature custom stadium-style furniture with built-in chargers, is focused on a 40ft. x 8ft. 1.6mm UniLumin Ultra High-Definition LED display, resulting in breathtaking visuals from live-action games. Around the perimeter of the Draftkings Sportsbook is a double-sided, curved LED Ticker designed and built by McCann Systems with

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DIGITAL SIGNAGE BEST PRACTICES GUIDE

content management from C-Scape. “The specific products were chosen as a perfect fit for the size of the book and viewing angle of the guests,” said Chris Ludwig, creative director of McCann Systems. “Due to the intimacy of the space, we wanted to double down on each guest’s experience. Using a tighter pixel pitch on the LED screens allows for a cleaner image for the patrons.” The VIP and bottle service area features enough 1.6mm UniLumin UPanelS UHD LED panels to push the total to more than 1,000 square feet of video board. The video processor by Evertz can be configured in countless ways to display any number or size of broadcasts and simulcasts from around the world. Five wagering windows and 12 betting kiosks are wrapped in a 36ft. UniLumin USlim LED board, which displays live odds that match those on the DraftKings app. Adjacently, there is a 98in. Planar QE9850 HD wall display over the fully stocked bar and built-in video poker and slot machines. Using the McCann Systems custom UI interface on multiple panels, anyone from a bartender to a manager can complete control how the room needs to react to users’ needs. “The DraftKings Sportsbook at Resorts has been received as a major success,” said Winnicki. “In fact, NY Giants Hall of Famer Harry Carson cut the ribbon the week before Thanksgiving for the grand opening.”

2019 DIGI AWARDS Digital Signage magazine is proud to unveil the winners of our 2019 DIGI Awards. In a year marked by industry highs, including predictions that our sector will show year-on-year growth for the foreseeable future, it was heartening to receive so many entries that reflect a thriving category driven by innovation and an eye toward setting the bar higher for digital signage integration across several markets. Discussion among our committee of experts in choosing winners was thoughtful and reflective, with a focus on rewarding boundary-pushing and category-defining products and applications. “Evaluating this year’s crop of DIGI Awards submissions was a boisterous affair that triggered several conversations about where we are as an industry,” said Llanor Alleyne, content director of Digital Signage. “As chair of the Judges Committee for the DIGI Awards, it was a pleasure to receive so many definitive, diverse products and application case studies—all demonstrating an industry determined to take a seemingly ubiquitous technology and reshaping it to be an influential game-changer, especially in how consumers receive and interact with information-driven technology. Digital signage, from displays to backend products such as media players and encoders, continues to undergo a refinement that will bode well for future applications, both familiar and unexpected.”

state’s history are projected on trees outside of McCormick Place convention center in Chicago. BEST DIGITAL SIGNAGE APPLICATION: ENTERTAINMENT

ANC: Pier 17

Pier 17

The digital media network at Pier 17 at Seaport District NYC was designed to help create innovative experiences, allowing consumers to engage with eye-catching visuals as they move from floor to floor of the four-story building.

BEST DIGITAL SIGNAGE APPLICATION: CORPORATE

BEST DIGITAL SIGNAGE APPLICATION: RETAIL

PUBLICIS SAPIENT/SECOND STORY: Georgia Experience Center

REFLECT: Polaris Polaris invested in its vehicle dealers to create a unique merchandising solution: The Retail Experience. This retail implementation produces a best-in-class Polaris shopper experience by combining a physical product showcase with a digital interactive application created by Reflect.

Georgia Experience Center

When major global businesses decide to relocate, millions of dollars and new jobs are on the line. To convince those businesses to choose the state of Georgia, Georgia Power’s headquarters turned dense data into an immersive experience, presenting the intensely intellectual subject matter in an emotionally resonant way. BEST DIGITAL SIGNAGE APPLICATION: DIGITAL SIGNAGE AS ART

NEC: Rooted in Greatness To celebrate Illinois’ 200th birthday, faces of prominent Illinoisans who left their mark on the

NEC

BEST DIGITAL SIGNAGE APPLICATION: TRANSPORTATION

NANOLUMENS: Sydney Trains Rail Operations Centre (ROC) The Sydney Trains Rail Operations Centre’s new futuristic interior design required a digital signage system that would blend seamlessly within it and would become integral in enabling Sydney Trains’ expert train controllers to monitor the entire rail system, controlling the trains, tunnels and platforms to deliver a safe and reliable journey.

Sydney Trains Rail Operations Centre

DIGITAL SIGNAGE BEST PRACTICES GUIDE

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2019 DIGI AWARDS City Kiosk (KOP2549-XHB, KOP2555-XHB) is designed to be modern, approachable, practical, and endure the rigors of everyday use when unattended. The new all weather-rated solution is ideal for sharing community information, travel, and weather details, as well as wayfinding, advertising, entertainment, and more. BEST DIGITAL SIGNAGE PRODUCT: INNOVATION BEST DIGITAL SIGNAGE PRODUCT: 4K ROUTING DEVICE

MATROX MAEVEX 6120 DUAL 4K ENTERPRISE ENCODER Maevex 6120 delivers simultaneous dual 4K capture, stream, and record—with options to stream and record even more channels in different configurations—all on a standard one Gigabit Ethernet network. Maevex 6120 features encoding capabilities that can deliver content to on-premises endpoints, to the cloud and internet services, and also record for later editing and viewing—all concurrently. For digital signage, Maevex 6120 presents an opportunity to stream multiple 4K content to many on-site and/or multi-site endpoints from a single, standalone appliance, to showcase various compelling and eye-catching feeds for maximum customer

NEC ANALYTICS LEARNING PLATFORM (ALP) NEC ALP is a complete platform including everything from consulting, software, hardware, cloud computing, customized software development, physical installation, software and hardware integration, integration into key content management platforms, and content creation capabilities. The platform also includes on-site, 24/7 service and maintenance, with hardware, software, and managed services support. BEST DIGITAL SIGNAGE PRODUCT: MOUNTING DEVICE

PREMIER MOUNTS CONVERGENT LED MOUNT SERIES engagement. BEST DIGITAL SIGNAGE PRODUCT: CONTENT MANAGEMENT SOFTWARE

CREATIVE REALITIES UNIVERSAL CONTENT INTERFACE (UCI) UCI is a middle ware platform that seamlessly connects unique and highly visual content management interfaces to the API of a content management platform. UCI is not a typical CMS—it is an interface to a CMS, an interface that speaks the language of the end user.

BEST DIGITAL SIGNAGE PRODUCT: DISPLAY DEVICE, LARGE SCREEN

PEERLESS-AV SMART CITY KIOSK With a focus on functionality and aesthetics, Peerless-AV’s Smart

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DIGITAL SIGNAGE BEST PRACTICES GUIDE

The bracket system being brought to LED mounts makes the hardware easy to install. Adjustability points across the mount tackles instances of extreme wall unevenness to ensure that no seams show throughout the video wall structure. Connector plates are easy to fasten both vertically and horizontally to build video walls of unlimited scalability. BEST DIGITAL SIGNAGE PRODUCT: PROJECTION

EPSON LIGHTSCENE LightScene offers beautiful displays and unobtrusive visuals, without compromising performance or reliability. It features a robust content management that includes templates, effects, color filters, and customizable options. Users can daisy-chain multiple LightScene projectors and utilize edge blending technology for versatile, impactful displays. A bright visual display system offers up to 2,000 lumens of color brightness and 2,000 lumens of white brightness for vibrant, rich colors.

D I G I TA L S I G N A G E P R O D U C T S

SONY IREVO DIGITAL SIGNAGE SOFTWARE

Sony’s Pro BRAVIA displays are enhancing their flexibility and providing added value through the addition of an iRevo Digital Signage (iDS) software installation. which iRevo’s cloud-based signage solution works seamlessly with the BRAVIA’s Android operating system, allowing the iDS App to install directly, eliminating the need for an additional external media player device. It also provides BRAVIA users with intuitive templates, interactive touch support, richer customization and the ability to publish from anywhere. The iRevo Author and Manage cloud apps interact with the iRevo Android application which installs directly onto BRAVIA displays. These cloud apps run on Amazon Web Services (AWS) Cloud and support a comprehensive list of input sources and content types for enhanced functionality. The iDS offering supports photos with animations, videos, music, documents, websites, widgets, RSS feeds and social media content, as well as content from sources that include network cameras, LAN services and live TV, making it easier to design, deploy and manage digital signage projects with ease and scale. Content, announcements and emergency messages can also be cast to BRAVIA displays via the iRevo iDS Cast mobile app for increased usability. The iRevo solution for Sony’s BRAVIAs is regionally available now for all 2016, 2017 and current FWD and FW professional BRAVIA models, with the exception of FWD-48W650D, through a paid software license that retails for a suggested price of $429.99 for a one-year subscription or $1,529.99 for a five-year subscription. For more information visit, ds.irevomm.com.

HALL RESEARCH FHD264 ENCODERS AND DECODERS

The FHD264 is a family of HDMI-over-IP senders (encoders) and receivers (decoders) which distribute up to 64 Full-HD video signals to 250-plus displays on a 1Gb local area network (LAN).

They also extend Serial RS-232 communications and IR remote signals. HDMI audio is extracted and available on a convenient 3.5mm stereo jack on both the sender and the receiver. The FHD264-S sender provides local HDMI output. Fail-safe video routing is available through the receiver in case of a loss of video at the sender end. Each device provides a two-line front panel LCD that can be used to configure or monitor parameters such as IP settings, multicast group selection and assignment of device names. The RS-232 serial ports on each unit can be used in SoIP mode (Serial over IP). This allows third-party IP controllers to control peripheral equipment via RS-232. For example, if the RS-232 of a receiver is connected to a video projector, you can turn the projector on/off via telnet commands. All devices support IEEE 802.3af PoE (Power over Ethernet). When connected to a network switch with PoE, no additional power supply is needed. An optional power supply is included in the box.

INGRAM MICRO SIGNAGE VALET

Ingram Micro channel partners now have premier access to Signage Valet, a simple-to-use, fee-based, online tool that enables easy creation, editing and managing of digital signage content. Additionally, Ingram Micro is offering qualified channel partners a variety of pre- and post-build design services at no cost. These services can be used to create video walls, menu boards, kiosks, stadiums, sound and video, and more. “Demand for ProAV and digital services is growing at a rapid pace and presenting an incredible and ongoing service opportunity for channel partners with the right expertise and service capabilities,” said Kevin Prewett, director, ProAV and Digital Signage, Ingram Micro. “Our new content creation and design services give our channel partners a service advantage, allowing them to own the lifecycle and customer experience from design creation to installation and ongoing service management.” For more information about Ingram Micro’s Content Creation and Design Services contact designservices@ingrammicro.com.

BLACK BOX RADIAN FLEX VIDEO WALL PLATFORM

Black Box’s Radian Flex Video Wall Platform supports today’s standard of 4K 60fps video up to more than one billion pixels and boasts limitless resolution. This means that when 8K resolution becomes the standard, Radian Flex is ready; and when the next DIGITAL SIGNAGE BEST PRACTICES GUIDE

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D I G I TA L S I G N A G E P R O D U C T S ultra-high definition resolution comes out after 8K, Radian Flex provides an easy path to upgrade. To further future-proof the enterprise, there is no limit on the number of screens and end points that Radian Flex can display to. The solution also supports an unlimited number of inputs. Radian Flex also includes SmartFrame technology that ensures optimal use of the video wall display area. This feature provides perfect picture quality and fit to screen with minimal setup time. Other key features of Radian Flex include powerful content manipulation, schedule and restore capabilities, real-time control over displayed content, slide show and more. Radian Flex is offered in two suites: The Radian Flex Suite and the Radian FlexPro Suite. The Flex Suite is best fit for economic video wall installations that are not reliant on fail-safe operation. The FlexPro Suite includes dual controllers to ensure fail safe operation for mission-critical applications.

WEST POND MX-100 PERSONAL TV CHANNEL CREATOR

The MX-100 Personal TV Channel Creator by West Pond is a low cost, all-in-one, turnkey TV channel creation and distribution device that combines multiple streaming video sources, such as IP cameras, IPTV AV, pre-recorded TS files, and captured/encoded HD video into a single multi-program transport stream (MPTS). The resulting MPTS, which is compatible with US and international standards, is ready to view by one or all commercial and consumer TVs on a coax RF or IPTV network. The technology is applicable to facilities that wish to extend their TV channel lineup or utilize the DTV network to enable multimedia signage on one or more dedicated public area TVs such as hotels, schools, universities, apartment buildings, health clubs, restaurants and pubs, senior living centers, churches, hospitals and more. To get a channel on the TV quickly, West Pond provides easy-to-use templates that simplify the creation of multimedia digital signage channels used to interleave advertisements with sporting events, promote hotel amenities, provide scheduled training videos, display live cameras, show the day’s events and activities, welcome new guests and more. Templates can be customized without coding, just drop files in folders and select from lists. The MX-100 supports the FlexStream Device Manager (FlexDM) which allows users to remotely manage all of their FlexStream devices from any computer or smart phone. Priced at $2,995 MSRP, the MX-100 is available now.

PEERLESS-AV XTREME HIGH BRIGHT OUTDOOR DISPLAY

Featuring a patented Dynamic Thermal Transfer system that allows the display to operate in extreme temperatures ranging from -31 degrees to 140 degrees, the Xtreme High Bright Outdoor Display is ideal for any digital signage application, including sporting venues, theme parks, transportation, retail, education, hospitality, and more. With the highest environmental rating in its class

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and a high TNI panel, the Xtreme High Bright Outdoor Display works especially well in direct sunlight without compromising the life of the panel or its color accuracy. Available in 43in., 49in, 55in., and 65in., the display features remote and local monitoring, 2500 nits of brightness, updated input panel/compartment and cord cover, IK10 rated impact resistant safety cover glass for protection against damage, completely sealed IP68 encasement to ward off any liquid or solid particle ingress, and IR control lockout and button board lockout for secure installations. The Xtreme High Bright Outdoor Display is available now through Peerless-AV direct sales representatives and authorized distribution networks.

VISIX AXIS TV ALERT

Visix’s beta version of their new AxisTV Alert software application gives customers time-saving workflows to deliver important updates and critical alerts across their digital signage system. Designed as a standalone platform, it can be used alongside any digital signage content management solution, including Visix’s own AxisTV Signage Suite. The application is built around Common Alerting Protocol (CAP) standards, and easily integrates with popular third-party alerting suites like Alertus and Rave Mobile Safety. The new product combines a central alert management application (AxisTV Alert) with playback software (AxisTV Siren) for an unlimited number of players, and can be used with both on-premise and hosted signage systems. AxisTV Alert uses asynchronous and multi-thread processing for high performance while consuming CAP messages from third-party mass notification vendors and rapidly communicating with media players running Siren. Messages can be important reminders or critical safety alerts, with users configuring standard fields like headline, description, instructions, contact and web link. Clients can also style their text messages with choices for font, color, style, background image and more, while the software automatically sizes message text to fit the display area on screen. Clients can have multiple messages running on the system at once, and can also override all screens for a select period of time. The beta version is available to all Visix clients, with the final product expected to launch in the first quarter of 2019. Interested parties can learn more about AxisTV Alert by contacting sales@visix.com.

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