Signage Solutions May/June 2012
The Technology and Solutions Magazine for Digital Signage, DOOH, Mobile and Place-based Digital Media
SAVING LIVES Healthcare is one of the strongest candidates for a robust, multi-channel digital media network
HERE’S YOUR SIGN
The future of retail digital signage is here p22
THE RUNDOWN
PQ Media examines the global market and trends for the digital out-of-home industry. p24 www.signagesolutionsmag.com
CONNECTING THE HYPE New interface, cable technology provide a new solution for hyperwall interconnects p18
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Publisher’s Perspective
Calling All Professionals Digital signage has infiltrated my life, and I would not have it any other way. At my office, my computer is a treasure trove of digital signage projects. I receive many editorial submissions every month about digital signage projects from all over the globe. And with every issue, I get the privilege to decide which stories will interest our readers the most. From all the content I receive, I get to learn about different installs and new products and solutions. Outside the office, I look for new digital signage applications wherever I go. I inspect what products and solutions are being installed and how they are being received. I always have my eyes peeled for something to “wow” me, and when I find it, I look for someone to talk about it with. At home, I‘m sure it drives my family crazy hearing about digital signage so much. Whenever I find unique and impressive projects, I often wonder about the people behind the technology. Who turns it on? Who uploads and creates the content? Who comes to the rescue when the system is not working? These are all issues that interest me each day. So, here’s my question to our readers: Who are you? What is your role within your company? Is your sole responsibility managing your digital signage network, or is that just one of the many responsibilities you are tasked with every day? With the sluggish economy, are you doing the job of two or maybe three people? I really want to know, and so do our other readers. We focus so much on the glitz and glamour of the end result that sometimes we forget about the people behind the screens. In the next issue of Signage Solutions, we are going to do something we have never done before: we’re going to get a little personal. We are going to meet the people in this industry—the pioneers of an industry that is still in its infancy. We want to hear about your successes, challenges and solutions. We will bring you stories about professionals in different industries. Hopefully as you read about what your peers are doing, it will give you ideas you can apply to your job. Until next issue,
Ben Skidmore Publisher ben@signagesolutionsmag.com
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May/June 2012 • Volume Three • Issue Three Publisher/Editorial Director
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Digital Signage Technology for Today’s Applications
Signage Solutions will consider manuscripts that are not offered to other publications. Preferred length is 700 words (case studies) or 1200 -1,500 words (Features). Please submit manuscripts to Editorial Director at the mailing address above or send via e-mail to: editor@signagesolutionsmag.com MAY/JUNE 2012
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Contents
May/June 2012
The Technology and Solutions Magazine for Digital Signage, DOOH, Mobile and Place-based Digital Media
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Technology @ Work A brief look at company/industry news within the digital signage industry.
features
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COVER Story Saving Lives Healthcare is one of the strongest candidates for a robust, multi-channel digital media network.
8
Vertical Views Corporate Floored by Digital Signage The world’s largest flooring supplier is using digital signage to improve employee morale.
18
26 A New Standard for Times Square
Connecting the Hype
Maximizing impact in the world’s most crowded ad space.
New interface, cable technology provide a new solution for hyperwall interconnects.
22
Here’s Your Sign The future of retail digital signage is here.
10
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Vegas goes Digital
Clever implementations of the latest signage technology infiltrate Las Vegas.
Vertical Views - Restaurants Digital Signage for All
A new turnkey digital signage solution from LG Electronics makes digital signage possible for small business owners.
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By The Way Putting the Dials in the Right Spot Choosing the right content management system means understanding the content and environment. By Jetty Hartsky
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www.signagesolutionsmag.com
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The Rundown PQ Media examines the global market and trends for the digital out-of-home industry.
Signage Solutions & Products
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Digital signage products and solutions, along with the technology which runs them, make the industry what it is today. Every issue of Signage Solutions magazine features new products and solutions.
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EDITORIAL ADVISORY BOARD
Lyle Bunn Principal & Strategy Architect BUNN Company
Patrick Quinn President PQ Media
As President & CEO of PQ Media, Patrick Quinn founded the firm in January 2003 following a distinguished career as a media consultant, market analyst, and award-winning journalist. Patrick has launched, edited, and managed numerous print and digital publications covering the media industry, and is a respected source of information for leading news outlets such as Advertising Age, CNN, Hollywood Reporter, The New York Times, Times of London, USA Today and The Wall Street Journal. He also serves as Editorial Director of the Veronis Suhler Stevenson Communications Industry Forecast.
Jason Carey
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Wells Fargo
Andreas Claus Director, Production Services Vanderbilt University
Linda Hofflander Chief Strategy Officer Saddle Ranch Digital
Garry McGuire Chief Executive Officer
Stephen Nesbit Managing Director Prestonwood Trail Holdings
Judd Norris General Manager, Legends Entertainment District, Phoenix Suns / Arizona Diamondbacks
Patrick Quinn President & CEO PQ Media
Hugh Sinnock
Channel Manager Wells Fargo
Technical Coordinator American Eagle Outfitters
Vice President, Retail Digital Signage Network Director
RMG Networks
Jason Carey leads the Retail Digital Signage Program for Wells Fargo. He manages five networks delivered to over 5,000 screens in more than 4,700 branches including National Satellite Channel, Hispanic Satellite Channel, Urban Flagship Channels and Foreign Exchange Rate Boards. He resides in Charlotte, North Carolina with his wife, daughter and two dogs. When not at home or in the office, he can be found commuting to work by bike, attending lacrosse games or losing money playing Texas Hold ‘Em.
Dave Taylor
Jason Carey
Director, Customer Experience Las Vegas Convention & Visitors Authority
Dave Taylor has been in the Audio/Visual and Broadcasting business for the past 17 Years. Working for many of the top Audio Visual Integrators in the NY/Tristate Area, Dave began his career as an Installation Technician to Project Management and moved on to System Design Engineering. His current responsibilities include overseeing the operation of American Eagle’s 15,000 Square Foot screen in Times Square and Digital Signage design and Implementation throughout American Eagle’s Corporate and Retail Environments. Dave works with many departments including IT, Store Design, Marketing and the International Team to bring the best solution for the desired application.
www.signagesolutionsmag.com
Dave Taylor Audio Visual Engineer American Eagle Outfitters
Daniel Trigub Vice President, Business Development Chief Financial Officer Blue Bite
Donald Van Buren Director, Interactive Media Torrance Memorial Medical Center
Brian Gorg Executive Director Digital Signage Federation
Go to www.signagesolutionsmag.com to read full version of articles found in the Industry News & Updates section of Signage Solutions Magazine. Growth in University Adoption of Digital Signage Demands ROI Analysis
Specific benefits for a school from this research will include: • Quantify the value derived from an investment in a DCN generally, and from specific applications. • Enhance targeting of messages. • Gauge message impact effectiveness. • llustrate various uses of, and the benefits to be derived from, a DCN. • Evaluate various content strategies. Universities have developed many uses for digital signage networks. For this reason, it is important to address as many of these value drivers as possible. The following is the list of applications that we will be studying. A metric or other quantification system
Updates
CHICAGO - Universities are rapidly adopting digital signage networks as an important communication tool. As Platt Retail Institute’s (PRI) Research Report entitled “Communication Effectiveness in Higher Education” illustrates, digital communication networks (DCNs) are a viable alternative to various older forms of on-campus communication. Yet little research has been conducted that quantifies the value derived by a school from this investment. In light of the need by universities to justify these expenditures, PRI has developed a research methodology to quantify the value derived from a university’s investment in a DCN. From the results of the test, universities will have greater insight into knowing who is looking at their DCN messages, and the impact achieved. Field testing will begin in the summer of 2012, with an anticipated release of the Working Paper’s findings by year-end.
Industry&News
Technology @ Work
will then be utilized to measure the value derived from each application at various test sites. These include: A. Learning Tool. B.Emergency Notification. C.Event Attendance. D.Way Finding. E. Branding. F. Promotional Impact. G.Third-Party Advertising. H. Enrollment and Retention. In addition to testing each of the eight functions, digital cameras will be installed to collect anonymous viewer analytics. This data will be used to determine: screen and content
Digital Signage Technology for Today’s Applications
awareness; the number of viewers; the length of time viewers look at a screen; and viewer demographics. Universities may be the most complex users of digital signage, as they simultaneously deploy their networks to meet a number of diverse communication goals. Despite their generally positive view of digital signage, universities also know that a DCN can be expensive. PRI’s research is designed to help universities understand the value of their network and to help them improve upon their utility. If you are interested in learning more about this research and/or sponsorship opportunities, please contact PRI at: contact@plattretailinstitute.org
MAY/JUNE 2012
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Technology @ Work Watchfire Digital Outdoor Will Launch BillboardToday.com
DWP Live, Monster Media Use 3D Mapping to Light Up Caesars Palace
New Daktronics Arena HD Displays to be Largest in U.S., Canada BROOKINGS - Daktronics Inc. and the Tampa Bay Lightning announced that fans of the team and other visitors to the renovated Tampa Bay Times Forum will soon enjoy watching the largest high definition video displays in any United States or Canadian arena. “After completing the transformation of the Tampa Bay Times Forum this past season, we recognized the need to hang an appropriate state-of-the-art video board in the arena,” said Steve Griggs, Chief Operating Officer of the Tampa Bay Lightning, Tampa Bay Storm and Tampa Bay Times Forum. “Like many other new elements in the Times Forum, the new board will be recognized nationally for its innovation, quality and fan-friendliness. It promises to be among the best in North America and allows us to further enhance the in-arena presentation for all of our events.” The new suspended video display system will include four large video displays using the latest Daktronics video technology in a rectangular configuration. The two largest displays will measure approximately 28 feet high by 50 feet wide. With 1296 lines of resolution, the largest two displays will present live and recorded video in true high definition, with the capability to show multiple zones of content, creating a digital canvas on which to present video, animation, graphics, scores and statistics in unlimited layouts.
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LAS VEGAS - Projection experts at DWP Live were proud to announce that they successfully executed the first-ever 3D projection on Caesars Palace in Las Vegas during the CinemaCon show. With content development from Monster Media 3D, the two companies were the first to execute projection on the façade overlooking the Neptune pool in Las Vegas. Global technology company Barco brought DWP Live on board to lead the impressive show. DWP Live in turn brought in Monster Media 3D to develop the content, which consisted of 3D animation sequences and graphics customized for the event. To display the content, DWP Live used 12 Barco HDX-W18 projectors to provide crisp images and deep colors at ultra-high resolutions, further enhancing the dynamic 3D effect. These top of the line projectors are the most compact and powerful on the market and allowed the entire façade of Caesars Palace to be mapped with ease. Coolux Pandora’s Box Media Server Pro Servers were used to coordinate the projectors. Dynamic 3D projections are becoming a popular medium for advertisers looking to create media buzz for events, concerts and shows with an efficient CPM and strong ROI. The wow-factor of 3D on a large scale not only attracts a huge number of viewers at each event, but videos of the events often go viral through social media because of their awe-inspiring impact.
DANVILLE - Watchfire Digital Outdoor has created Billboardtoday.com, a website that will allow the public to buy short-term space for a premium rate on Watchfire digital billboards across the country. The site was developed to fill extra ad space for billboard operators. Advertisers buy ads for short periods of time, much like newspaper ads. It's a convenient way for people to purchase short-term messages for wedding proposals, birthday wishes, new baby announcements, "For Sale by Owner" properties and other one to three day needs. The new site debuted on April 30, 2012 at the 2012 TAB|OAAA Out of Home Media Conference and Marketing Expo in Miami Beach, Fla. The site is exclusively for Watchfire digital billboard operators and is the only program of its kind in the industry. "We realized a site like this can help our customers fill empty ad space and do it at a premium rate," said Darrin Friskney, Watchfire Digital Outdoor's Vice President of Sales. The site not only provides ad space to individuals who may want to buy as little as a single day of advertising on a billboard, it increases revenue for Watchfire's billboard operators who have extra ad space available. Neil Bell, National Sales & Marketing Consultant said, "Our billboard operators have been approached to post personal messages like, 'Welcome Home, Soldiers' or 'Happy Birthday', and until now they didn't have a convenient mechanism to sell, create and schedule the ad without disrupting their day-to-day business. We think Watchfire's BillboardToday. com might help our customers add thousands of dollars to their bottom line annually. And all they really need to do is sign-up!"
STRATACACHE Debuts Translucent Digital Signage for Vending Machines DAYTON - STRATACACHE, a leading provider of scalable, high-performance digital signage, content distribution and enterprise video acceleration technologies, revealed its new translucent digital signage product—PrimaSee Vending. Making its first debut into the vending manufacturer marketplace, PrimaSee is a translucent digital display that showcases high-definition, dynamic video advertisements embedded within the glass panel of a vending machine. These see-through promotional videos correspond with products visible in the backdrop. Creating a unique point of differentiation, PrimaSee allows brands to showcase multiple translucent messages and update them instantaneously to maximize brand awareness, influence purchase decisions, and provide an innovative, interactive experience for consumers. Adding to its unique capabilities, PrimaSee Vending features an embedded media player, allowing for seamless content updates based on current products and promotions.
Technology @ Work Travel Plaza Television Announces Nationwide 3D Digital Signage Program OGDEN - Travel Plaza TV, LLC has launched the first nationwide 3D digital signage network accessible to more than 23 million travel plaza customers every month, according to company officials. “This 3D experience, without glasses, is revolutionary. Customers will be amazed at what they are seeing and advertisers will reap the benefits. 3D is the future, and of course our system will display 2D content as well,” said Bill Botte, senior executive vice-president of Travel Plaza TV. Deployment of the specialized 3D screens at over
400 travel plazas across the U.S. will be completed by the end of June. “The driver recruiting industry has been looking for an innovative, digital replacement for print advertisements for decades. The ‘reach out and touch’ digital technology is going to give advertisers and recruiters a unique edge,” said Ralph Head, board member and 30-year industry expert. This initial launch of the 3D digital signage includes 350 locations in the Pilot Flying J network. Pilot Flying J is the largest operator of travel centers and travel plazas in North America, serving more than 400 million customers per year. The company also ranks No. 11 on Forbes’ list of America’s largest private companies.
Los Angeles Angels and Reflect Systems Renew Partnership for "Big A" Digital Board Content DALLAS - Reflect announced today a new multi-year partnership with the Los Angeles Angels to manage all hosted services and oversee the setup and delivery of branded content and advertising to the team's famous "Big A" digital sign. Reflect's signature ReflectView platform will handle all application, server, storage and network infrastructure, giving the Angels organization a flexible plug-and-play
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Vertical View Corporate
Floored by Digital Signage The world’s largest flooring supplier is using digital signage to improve employee morale
and responding to them,” Grosso said. That was enough evidence to convince Mohawk to move beyond a test phase and develop a full program. It also meant the company needed to shift to a commercial technology solution that could meet the scale of as many as 500 different facilities, all with unique content programming. Grosso scanned the marketplace, looking at scores of solutions, before settling on UCView. He liked the solution set, the price point, the ease of use and, particularly, the sense that UCView would help tune the solution to Mohawk’s needs and stick with him as those needs evolved. By fall 2011, the company had more than 100 displays in 53 of its plants, as well as plans to roll the program out across the company’s full manufacturing and distribution estate. Mohawk’s central human resources department manages the network and develops the majority of the programming. Local plant managers who budget and opt in to the network have the capability to develop and post location-specific messages.
Varied Content Goals The global recession hit the commercial and residential building industry hard, and the world’s biggest flooring supplier was not immune to the slowdown. Shrinking demand forced Mohawk Industries to reduce its workforce by roughly 20 percent, and the company saw morale start to slip as staff worried about their futures. In workplaces, one of the biggest contributors to employee attitudes is the quality of communications. Mohawk’s human resources department realized company methods for getting information to all staff, across all facilities, wasn’t working. Part of the problem was a large percentage of staff working in manufacturing and distribution didn’t have access to work email. And having local managers relay information from the head office was, at best, unreliable. There were bulletin boards, but what was posted wasn’t necessarily seen. The communications gap was particularly frustrating because Mohawk has staff benefits and services that are enviable within
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the manufacturing industry, but a lot of their workers knew little or nothing about them.
Getting the Word Out Human resources saw an opportunity to use large digital monitors that were visible to most or all staff in common areas to distribute important messages about benefits, services and critical workplace safety tips. Vincent Grosso, a communications specialist with Mohawk, developed a homegrown trial project that involved putting a pair of flat-screen TVs at a Mohawk facility in nearby Dalton, Ga. He produced his own content and uploaded material manually. The initial programming heavily referenced corporate health and safety websites, so Grosso and his HR colleagues started paying attention to the online analytics that measured traffic. “We were seeing spikes, like crazy, as soon as we turned the screens on, so we knew people were seeing the messages
The core programming seen by staff—on large monitors in break rooms and other areas—serves a range of purposes. Mohawk has Healthy Life Centers at several of its major manufacturing facilities that provide health services, such as health risk assessments, monitoring of chronic conditions, access to healthcare coaches and free or reduced-cost prescriptions. The screens are driving awareness and traffic to the on-site centers, which is improving general wellness levels among staff and reducing long-term health care costs. Programming also drives awareness of the wide range of other health and financial benefits available to Mohawk employees. “We drive them to a flood of benefits on our websites that a lot of our staff, until we started doing this, didn’t even know were there,” Grosso said. The sheer size of Mohawk’s workforce also introduces other benefits for staff that are promoted on screens, such as significant discounts for mobile
Vertical View Corporate phone plans from the nation’s largest carriers. Safety tips are also steadily developed and refreshed to reinforce the risks always present on busy manufacturing and shipping floors. The screens run news and local weather apps, as well as local real-time traffic maps that help plant staff plot their easiest routes home at night.
Huge Cost Savings An unexpected but powerful spin-off benefit of the UCView digital signage software platform is the integration developed with Mohawk’s tufting machines—essentially huge sewing machines—that make carpeting. UCView’s software engineers developed the necessary interface to read and dynamically display the efficiency levels of each machine as it runs. A display centrally mounted on the plant floors, within easy view of operators, shows a color-coded roundup of all the running units, offering real-time video cues of any looming problems. Grosso says UCView’s relatively simple integration work warns operators of falling efficiency levels on the machines, preventing costly breakdowns before they happen and prompting adjustments before the machines start producing flawed, unmarketable carpeting. “Company-wide, we think we’ll be sav-
The core programming seen by staff—on large monitors in break rooms and other areas—serves a range of purposes. ing millions of dollars,” he said. The bottom-line impact will just build with the real-time efficiency reporting on the plant floor, but Mohawk is also paying close attention to how employees are reacting to this new form of communications. Awareness of benefits programs is up, and local plants are using the screens for their own notices and staff recognition. Grosso says the HR team agreed that if 80 percent of Mohawk staffers were receptive to the program, it was a clear indicator of success. Surveys are suggesting the buy-in level is actually in the 90th percentile. According to Grosso, there’s been a noticeable difference in employee morale, thanks to a combination of a commercial and residential
building industry that’s rebounding and steady reinforcement that their employer has their back. “This is one step that makes our people feel a little bit closer to things getting better,” he said.
Attention Matters “UCView has been with us from the beginning,” Grosso said. “When I was looking for a solution, I honestly felt in my conversations with the bigger software companies that they would not provide the attention that we needed.” Mohawk uses UCView’s turnkey Software as a Service (SaaS) managed service option, which allows server maintenance and upgrades to be controlled by the vendor and minimizes Mohawk’s day-to-day IT needs. The cloud-based service allows clients the ability to easily scale up without hardware investments or additional development, while paying a low, predictable monthly fee per site. UCView’s responsive development team has also been very important to Mohawk. “We’ve asked a lot of them … special things we needed, and they’ve always responded really well, and really quickly,” Grosso said. SSM
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Digital Signage Technology for Today’s Applications
5/2/2012 3:16:31 PM
MAY/JUNE 2012
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Vertical View Restaurants
Digital Signage for All
A new turnkey digital signage solution from LG Electronics makes digital signage possible for small business owners Zach and Mike Steffens, the owners of a Culver’s restaurant in Palatine, Ill., know their customers stand at the menu board for less than a minute before they make their selection. That is not a lot of time to communicate daily specials, price changes and new menu items, or highlight old favorites. With humble Midwest origins dating back to the 1980s, Culver’s was founded on the principle that it would only serve fresh, cook-to-order meals, including its trademark ButterBurgers and custard. Now a mature fast-casual restaurant chain with 428 restaurants in 19 states across the United States, Culver’s menu features more than 50 items. With constantly changing daily specials, soups and, of course, the custard “Flavor of the Day,” it can be a challenge to communicate information quickly. Plus, doing all of this at minimal cost makes for an even greater challenge.
Ineffective Signage
EzSign TV allowed the Steffen’s to loop their video on the left and As with many independently owned and operated feature other items on the right. franchise businesses, the Steffens used outdated static signage, such as pin boards. Aside from their bland signage, but their budget was an obstacle. The could also deliver their daily specials more efficiently. aesthetic, these boards needed to be updated daily, a initial investment for the displays themselves is only “We’ll be able to share with our customers more process that wasted valuable staff time each morning. a small portion of the overall cost to deploy digital products that we have every day because those are A bargain-model flat-panel display was mounted signage. In many instances, smaller businesses are the most important products for us,” said co-owner near the cash register that showed a looping DVD of priced out of sophisticated signage systems due to Zach Steffens. “For example, we have a barbeque Culver’s content. The flat-panel display alone was an added costs of contracting with an integrator to create pork sandwich, tuna salad and chicken salad wraps, indication that the Steffens had bigger ideas about custom, branded messaging, as well as manage but there isn’t enough room for pictures of them on our how to grab their customers’ attention. However, using content schedules and updates to the system. static menu boards. We also do a daily special.” a consumer model in a commercial space, which is a To complete the Steffens’ vision of more effective common practice, limited their chances for success. The Easy Route information delivery relevant to their restaurant, they The obvious solution for the Steffens was digital The answer to the Steffens’ problem came in determined that two 42-inch LED backlit EzSign TV the form of a new turnkey digital signage solumodels were needed. One display would replace tion from LG Electronics, aptly named EzSign TV. the tedious, traditional daily specials board, and the Designed for deployments of five or fewer displays, other would replace the consumer-grade flat-panel EzSign TV offers business owners a vehicle for TV that hung on the opposite side of the counter. displaying branded messaging while simultaneously For the latter display, the Steffens intended to showing broadcast television or input content. employ a template that allowed them to run their In addition to the display, the package includes DVD, as well as display the menu items they couldn’t software that gives owners a choice of more than 50 otherwise highlight with pictures. They moved quickly, templates that can be customized with proprietary imordering new signage displays the first week of ages and text. Every menu item on the standard menu February and scheduling the installation for the next. was not accompanied with a picture, so with EzSign For a restaurant that only closes three days a year TV, the Steffens thought they could better highlight with owners who work six days a week, quick and those items, and still play their looping DVD. They painless installation was a must. The job was given
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Vertical View Restaurants
The answer to the Steffens’ problem came in the form of a new turnkey digital signage solution from LG Electronics, aptly named EzSign TV. to a local installer who specializes in flat-panel systems. Replacing the consumer-grade display was simple. With the new display already compatible with any standard mounting equipment and weighing only 28 pounds—comparable to the old 32-inch display—Gibrich was able to mount and connect it to the DVD player hidden in the ceiling in an hour. Replacing the daily specials board was more difficult, though, as the integrator needed to fit the display almost flush against a delicate tile wall. While Gibrich worked on the displays, the Steffens went to their office to download the EzSign TV software to their computer and begin building templates. The process took only four steps: selecting a template, uploading pictures, updating text and exporting to the USB drive. Once running, they chose a template that incorporated a section to display looping video and another section for menu items. They used menu pictures from the Culver’s corporate website and added their own text. They moved finished templates to the display via USB drive. In minutes, one of the two pieces of signage was already fully operational.
As the daily specials are constantly changing, the Steffens selected one basic template to work with and made a version for each day of the week. They finalized the full week’s specials menu concurrently with Gibrich’s final touches on mounting the display. After that, they downloaded all seven templates to the TV at once, so they could switch to the next day’s menu with the click of the controller. With both signs displaying content, the installation was complete in approximately three hours, right as the restaurant opened for the day.
Mission Accomplished “It looks a lot cleaner,” Zach Steffens said. “We can show more items. With the daily specials, instead of changing out those plastic letters, we can just upload it and it runs. If we want to
change it midday, it’s really easy to do, which is important because we want the majority of our employees’ focus to be on customer service.” As with any small business, this popular Culver’s location was looking for a way to differentiate themselves, capture their customers’ attention and most importantly, make sure their messages were getting through. They accomplished these goals in two weeks and at minimal cost. Culver’s now has a professional-grade digital signage system that the Steffens can control completely, from content creation to scheduling, but doesn’t restrict their ability to manage their restaurant and staff. With customer service at the heart of the Culver’s corporate identity, they’ve implemented a system that requires limited attention from staff. They can focus on patrons, and deliver value like never before. SSM
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SAVING LIVES Healthcare is one of the strongest candidates for a robust, multi-channel digital media network By Paul Flanigan
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Image courtesy of Black Box
Of all the industries that benefit from information management, healthcare is one of the best candidates for a robust, multi-channel digital media network. The amount of information that passes among hospital administrators, doctors, staff and patients is staggering. Patient information impacts administrators and doctors who can learn about procedures; pharmacists who work with doctors in supplying the correct medication; nurses, aides, and interns responsible for attending patients; and to the patient, the one to which all the information pertains. A digital media network is an incredible benefit, acting as the superhighway for information because of its ability to house and share relevant information as desired. And, of all the industries that must rely on information that is accurate and available, healthcare again sits at the top. The most important thing a hospital can do, from administration to medication to entertainment, is be relevant and timely. It can be matter of life or death that the information the hospital collects and uses is germane to the individual patient and the situation. One key practice in healthcare as have developed through the use of digital media networks.
Digital Signage in Healthcare What makes digital signage an attractive proposition for venues is its control over the network and its ability to seamlessly incorporate various channels. Telecommunications technology over the past few years has had a tremendous influence on health care. But the appeal of technology’s capabilities must be matched with the right strategy to implement a network in an information-heavy industry. Simply dropping a screen in a building does not make the system more efficient. A strategy is paramount to learn and understand the details in deploying a digital media network.
Reducing Anxiety Hospitals have begun to incorporate resort-style amenities to make a patient’s stay more comfortable. From on-site restaurants to private, multi-room suites for a patient and family, hospitals are now evolving into facilities with a focus on providing a better experience for the patient beyond the procedure. One of the first hospitals to understand
that video can impact a patient’s stay was Kaiser Permanente in Roseville, Calif. In 2004, they ran a pilot program in which they showed a video to incoming patients that outlined the details of the their stay. The pilot was so well received that Kaiser Permanente rolled out to all of its locations in 2006. “This video empowers the patient by providing much-needed, basic information about their hospital stay—from acclimating them to their surroundings to providing counsel on where to go for what they need while they are in our facility,” said Dr. Kurt Swartout with Kaiser Permanente. Research has shown that providing education about a procedure to the patient before the patient undergoes the procedure can reduce the patient’s anxiety levels.
Patient Education There are two ways a patient can access information through digital media: active and passive. In the active mode, a touchscreen application can be used, where the education is delivered at the patient’s own pace and comprehension level. The patient can get answers to common questions, learn more about the staff and facilities, and discover what procedures may take place during his or her care. The passive mode can deliver education that may be more general and be delivered through screens in strategic locations throughout the facilities, such as patient rooms and waiting rooms. In addition to reducing anxiety, tailored programming can boost the hospital’s branding as a patient-friendly facility, now a common trait among the most desired hospitals. Dr. Carl Abramson, a chiropractor in Los Angeles, uses digital signage to educate patients about the benefits of
Telemedicine
Digital Signage Technology for Today’s Applications
Image courtesy of Black Box
Telemedicine uses telecommunication and information technologies to provide clinical healthcare at a distance, and it is a growing practice in systems with sprawling facilities. It includes clinical aspects, such as videoconferencing among staff and transmission of medical documents for diagnosis, as well as non-clinical uses, such as patient education, Continuing Medical Education (CME) for physicians and staff, and administrative communication. The big factor in this ecosystem of technology is digital media and digital signage, the screens and applications. MAY/JUNE 2012
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Image courtesy of Digital Clinic
messaging can be provided not only to the ER but also to all other floors where patients may need immediate care. Instead of hearing about something on the news, the hospital can control the flow of information that is important to the hospital, including any information gathered on-site that gives the staff the advantage of better care once the patients arrive. Any changes that affect the patient, e.g., a surgical procedure moved to another location due to an emergency, can be delivered to the right personnel instantly. When medicine is involved, timing can be everything because delays can affect treatment. Digital signage’s ability to eliminate delays is a benefit to those who rely on timing as a key factor in treatment.
Locate, Navigate, Medicate and science behind chiropractic. “It’s about awareness,” he said. “Videos will usually encourage deeper conversation about procedures and results, while eliminating any apprehensions that the patients may have had.”
The Pediatrician’s Office For parents, few things may be more traumatic than taking their child to the doctor. But now, many waiting rooms and examination rooms have evolved into warm, inviting areas designed to appeal to children and reduce anxiety. Digital signage can be placed in waiting rooms, and parents and children can access the screens for entertainment or education. “There has been great response from our clients, and we think the programming content is good,” said Dr. Rahni Patel at North Penn Pediatrics in Lansdale, Pa. “The parents are very happy that we offer this.”
Family and Friends The ability to share information about health care can extend beyond the hospital itself. With Web-based, HTML digital signage, health care facilities can share their digital screens to outside participants through the Internet by providing a simple Web address. For healthcare facilities specializing in rehabilitation, physical therapy and longterm care, access to the daily events or schedule can generate a key connection point between family members and patients.
Reducing the Perception of Time The waiting room is an optimal opportunity where hospitals can share information to help bring greater awareness and understanding. People in waiting rooms have questions, concerns and a desire for information. When addressed with targeted and relevant digital signage, the content can reduce anxiety,
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boost the viewer’s knowledge base and reduce the perceived waiting time. Digital signage can provide programming with running times that fit the environment and situation. Instead of 30- or 60-minute programs, the content can be five minutes, or 10 minutes, long enough to engage a viewer, but not too long that a viewer will bore of the program. As a distinct medium, digital signage is not bound by broadcast standards of running time. This is especially beneficial to different areas of hospitals where waiting times may vary.
The Marketing of Medicine Many people now head to the Internet to learn more about medical conditions and procedures, especially before visiting the hospital. The hospital and staff build stronger bonds with a tech-savvy audience by presenting digital media access and partnering with the patient through the process. The marketability of a digitally connected facility resonates not only with a generation that has grown up around computers, but also with older patients. In late 2011, a study revealed that cancer patients in their mid-60s were much more likely to use Web-based technology. In fact, a tech-savvy hospital can reap rewards. In early 2012, Takoma Regional Hospital in Greeneville, Tenn., was reimbursed $1.3 million in federal money for its efforts to convert to electronic health records.
Information and Alerts In hospitals, schedules can change by the minute. When events are moved to different locations or times, or something new occurs, the ability to share this information with everyone on-site in a timely and relevant fashion is critical. Imagine a scenario in which a largescale accident forces dozens of patients to a single emergency room. With digital signage,
Hospitals are no longer single-building facilities. They are sprawling complexes, sometimes covering several hundred acres in several buildings. Two ways in which digital media has grown to bring the patient, the staff and the hospital close are navigation and telehealth. Interactive, wayfinding digital signage can show the patient the right way to a specific office or specialist. If the doctor is working at another building, the appointment may be changed to suit the doctor and the patient. Wayfinding is often limited only to the immediate location or complex. Doctors and staff are rarely grounded to one building or area, routinely working at various locations within the system. Much like in an airport terminal, digital signage can provide staff with updates on the locations of specialists and doctors at any given moment during the daily schedule. Applying the practice of telehealth, the network of screens, interactivity, and messaging can bring together staff and patients in real time.
Doctor Education Digital signage provides a huge benefit to physicians and learning. Digital signage networks that have day-parting control or on-demand features can allow staff and physicians to watch videos on the same network during off hours, reducing the need for additional channels of programming. They can simply tune in the same channel that patients watch when the clinic is closed. The medical field is continually evolving with regulations, laws, forms and procedures around the wellbeing of the patient. Every facet of healthcare is always under scrutiny and very often subject to change. Interactive content delivered by the administration can give staff relevant and timely information as it pertains to the system as a whole.
Philanthropy
Reduction of Errors
Fund raising has become a major revenue stream for hospitals, especially for non-profit hospitals and facilities that care for large numbers of under- or uninsured patients. In fact, more than $8.2 billion was donated to healthcare facilities in 2012. In state-of-the-art facilities, donors are recognized by being featured on interactive screens instead of plaques bolted on a wall. Screens provide greater visibility to the philanthropic community. Viewers can learn more about each donor and see where the donor’s money may be going. This offers greater recognition for the donor’s activities with the facility.
One of the human errors that digital networks can reduce is misunderstanding from poor communication. Due to their closed-circuit nature, digital signage networks offer a level of control where individuals can monitor and filter every piece of content being pushed out over the network. The flow of information through a hospital system is massive. Trying to create a digital network that can help the system manage this flow, including those who have access to it and those who can deliver it, can be equally Herculean. The appeal of hanging pretty screens everywhere and handing out iPads might trump the strategy of doing it, but the most important thing a hospital facility can do is develop a strategy before any screen is mounted on a wall.
Advertising Advertising in hospitals may not only be encouraged but welcome. With advertising on a hospital’s network, restaurants and businesses around the hospital can see an influx of traffic from large healthcare systems. On the other side, hospitals can see a potential financial revenue stream from the right kind of advertising. Because digital networks are almost pure cost centers, justifying their existence may include opportunities for revenue generation. Whether it’s the local eatery, concert hall or cinema, the opportunity to advertise can be a win-win for both parties involved.
The Benefits There are three core benefits to digital signage in a healthcare facility. The first is access to information. Patients, staff and administration can share and access information that is timely, relevant and valuable to the viewer. The second benefit is relevance. Information can be delivered quickly, efficiently and accurately. When the wellbeing of
Digital Signage Technology for Today’s Applications
patients rests in the documentation, the right information delivered at the right time can make a big difference. Finally, digital signage can generate revenue and reduce costs. From the expense of supplies, such as copies, mailings and paperwork, to human resources such as travel, digital signage can turn a globe into a village by centrally hosting all content for any on-demand situation, and it can connect two or more parties together instantly. When appropriated with advertising, many costs may be offset, even to the point where the hospital may see a profit.
It’s Not About Technology It’s important to begin with the end in mind: the patient. Since the goal is the wellbeing of the patient, that will affect how you start your project, build your strategy and execute your plan. Yet in the end, the rewards will be substantial because of the effort put into the planning. SSM Paul Flanigan is a seasoned veteran of digital media and regular contributor to Signage Solutions. You can find him at www.experiate. net or on Twitter at twitter.com/paulflanigan. Digital. He can be reached at paul@ saddleranchdigital.com.
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CONNECTING THE HYPE New interface, cable technology provide a solution for hyperwall interconnects
By John Mitchell and Gourgen Oganessyan
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The demands for display and processing of visual data in commercial, industrial, financial, aerospace and multimedia applications have led to the recent advent of powerwalls and hyperwalls. These arrays of multiple coordinated highresolution flat-panel displays allow seamless visualization, integration, synthesis and pattern discrimination in complex and highdimensional data spaces. Hyperwalls have recently been demonstrated by NASA and Apple and have since been gaining rapid adoption in multiple industry segments, including extreme gaming and digital signage. A typical hyperwall consists of a rectangular matrix of flat-panel displays driven by multiple processor nodes, each with its own graphics card, or by a single GPU with multiple video outputs. The multiple outputs may be tiled into a single composite super-display, or the different monitors may display separate fragments of the video data. The latter application is the main advantage of hyperwall systems over single big-screen monitors and projected displays, but even for composite single-image applications, hyperwalls offer a cost-effective and ergonomic alternative to projector screens with greater flexibility and ease of setup, adjustment and maintenance. These advantages, however, come with an added challenge of interconnecting the multiple displays comprising a hyperwall. The bandwidth requirements of high-resolution video displays push the limits of traditional VGA and DVI links. In addition, one needs to use multiple cables to connect the displays to the video outputs of a server, and these cables often need to be routed within a large physical area due to the size of the hyperwall array. Often, it may be impractical or even impossible to place the servers too close to the monitors. Therefore, the cables need to be fairly thin in order to be manageable, and they need to be able to support video data transmission across large distances (often more than 20 meters). Fortunately, the recent advent of the DisplayPort™ digital communication interface and the introduction of Q:Active active copper cable technology has given the industry a new attractive solution for hyperwall interconnects.
Bridging the Gap DisplayPort is an innovative digital display interface developed by the Video Electronics Standards Association (VESA). It is a high-speed digital audio and video interconnect designed to be used between computers and display monitors. The original DisplayPort 1.1 standard supported one, two or four high-speed data pairs at the symbol rates of 1.62 and 2.7 GBps, allowing for a maximum video bandwidth 8.64 GBps. The DisplayPort 1.2 standard increases the maximum symbol rate per pair to 5.4 GBps for a total
maximum video bandwidth of 17.28 GBps. Not only does this high bandwidth enable deep color digital video at resolutions such as 2,560x1,600 (WQXGA) at 60 Hz and the emerging 4K2K displays, but several other features of DisplayPort 1.2 make it particularly suitable for hyperwall applications. They include multistreaming (the capability to transport multiple uncompressed data streams over a single cable), the ability to interconnect several monitors in a “daisy-chain” configuration, as well as improved support for Full HD 3D Stereoscopic displays. In addition, the small form-factor Mini DisplayPort connector (originally developed by Apple Inc.) enables ultra-thin flexible cables well suited for laptop and netbook computers, as well as high-performance graphics cards with multiple densely-packed outputs.
Also, while DisplayPort is not directly compatible with High-Definition Multimedia Interface (HDMITM), an optional Dual Mode support enables computers equipped with DisplayPort to drive widely available HDMI televisions, as well as DVI and HDMI monitors.
Limitations of Passive Copper While the bandwidth and resolution demands of hyperwall interconnects are readily addressed by the DisplayPort standard, the need for ultra-thin and long-reach cables still poses a challenge. This is especially the case considering the fast serial data rates (2.7 and 5.4 GBps) involved. It is well known that the reach of a copper cable interconnect at high speeds is limited by several “channel impairments.” The most important of these is the frequency-dependent attenuation introduced by copper cables. This means that higher-frequency components of a high-speed data stream arrive at the far end of a long cable with severely reduced amplitude. Attenuation also increases in smaller diameter cables, due to the fact that electromagnetic losses are greater in conductors with smaller surface area. Other impairments include intra-pair skew (a
Digital Signage Technology for Today’s Applications
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misbalance of electrical propagation paths of the positive and negative pulse within a differential pair) and crosstalk (noise in the transmission channel caused by unwanted electromagnetic coupling of signals from neighboring pairs). The net result of these physical effects is that it is impossible to transmit high-speed electrical signals over very long passive cables (i.e., cables not containing any active circuitry). In fact, commercially available passive high bit-rate DisplayPort cables rarely exceed the length of a few meters. This clearly is an insufficient reach to be useful for connecting hyperwall displays.
Enter Active Cables
This problem of long cables has been effectively solved by with the introduction of active cable technology. By embedding small, low-power analog signal processing chips into the DisplayPort cable connector, it is possible to counteract the effect of all of the abovementioned impairments, restoring a pristine signal at the output of the cable.
By doing this, one can transmit DisplayPort video data with the maximum bandwidth required by the 2,560x1,600 resolution displays over cables as long as 50 meters. The technology also enables the use of ultrathin cables, making it particularly attractive for Mini DisplayPort interconnects. The company has demonstrated the use of its Q:Active technology in the hyperwall environment at such industry events as the Consumer Electronics Show in Las Vegas, and it now houses the demonstration permanently at its company headquarters in Milpitas, Calif. The demonstration involves a hyperwall made up of six 30-inch flat panel Dell 3008WFP monitors, each with the resolution of 2,560 x 1,600. The monitors are driven with a highperformance Matrox M9188 octal graphics
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card (sporting eight Mini DisplayPort outputs each supporting 2,560x1,600 resolution at 60 Hz). Six of the eight outputs are used to drive the hyperwall with Q:Active active copper cables with Mini DisplayPort connectors on one end and a standard DisplayPort connector on the other. High-definition video clips and other high-resolution images are transmitted with stunning clarity, amounting to more than 50 GBps of aggregate video bandwidth. Hyperwalls are the new significant advance in the way video data is displayed and analyzed. Applications of digital signage, include scientific, industrial and financial data displays, multimedia, entertainment
and gaming. High bandwidth requirements and the need for multiple data streams make DisplayPort a great option for connecting the hyperwalls to computer video cards. However, the limited reach of passive copper cables that can transmit at such highspeed makes the task of interconnecting large hyperwalls in big-area venues challenging. This challenge has been successfully addressed by Intersil with its introduction of Q:Active long-reach and ultra-thin active DisplayPort cables. SSM John Mitchell and Gourgen Oganessyan are both engineers at Intersil Corp. while Gourgen also sits on the board for the Video Electronics Standards Association (VESA).
Interactive innovation. Find it at Peerless-AV.
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Sunit Saxena is CEO of San Jose based Altierre Corp.
Here’s Your Sign The future of retail digital signage is here While recently shopping for a new pair of jeans at my favorite department store, I encountered something I’ve never seen before: a small, standalone 5-inch LCD monitor that served as a shelving price tag; there was no power cable or connections. Forgetting about the jeans, I inspected the signs, which were located throughout the store, and wondered how they worked. There had to be a wireless network, but how exactly did it operate? The store manager gave me a brief explanation of the system, without giving away trade secrets, but my curiosity was not satisfied.
Digging Deeper After much research, I found out the company that designed and manufactures this sign system is Altierre, located in San Jose, Calif. Eventually, I was directed to Sunit Saxena, the CEO.
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By Perry Goldstein
On a conference call, Saxena explained that the goal of the Altierre system is to replicate the Internet experience for retail stores. The Internet, he explained, has all of the key information needed to make a purchase. In contrast, signage on the retail floor is spotty and usually consists of a small paper tag near the product with the price, model number and maybe a feature or two. Many times, the information or price is incorrect. “In today’s retail environment, store personnel are tasked with so many duties, extensive product knowledge is very difficult,” Saxena said. “The Altierre digital signs are designed to deliver product information the way a commissioned salesperson used to do. In a way, these signs level the playing field between the internet and the retail sales floor, placing pertinent purchase information directly in front of the product, at the fingertips of the customer.”
Always Advancing The Altierre system addresses the physical challenges of getting dynamic information to the retail floor. The advanced system that was designed from the ground up is completely wireless; wiring a store on this magnitude would be cost prohibitive. The monitors also are battery-powered. They use standard watch batteries, which last for years. The extended-battery life operates with an advanced power-harvesting chip. Though the screens are currently blackand-white LCDs, color is on the way. They
communicate through strategically placed transmitters in the ceiling. Only one or two transmitters are needed for a large retail store with thousands of signs. The wireless system can communicate with thousands of devices simultaneously, without any delay or overload. “We had to design a special wireless communication system because standard Wi-Fi systems are only capable of communicating with up to 256 clients, which is not enough for most retail applications,” Saxena said. Each sign has its own unique address and is programed by a handheld device. The store clerk first scans the UPC code on the item and transmits the information to the sign. The content can be changed locally or globally. Content can be as simple as product model and price, or it can add animation and motion to attract attention. Once a price is changed in the computer system, it is automatically updated on the sign, within seconds. This feature is a game changer. The biggest obstacle to placing a digital signage system in a retail store today is the availability of brand assets. Having a library of content easily accessible and tied to POS solves that problem. Since content has to be loaded into the system for inventory purposes anyway, using the existing content for digital signage is convenient and creates an economy of scale. Maintaining basic product information in the database is required for everyday business purposes. Using same data for digital signage gives content additional usage without adding expense. It also opens
up endless possibilities for the future. According to Saxena, the system can be installed and operational within a couple of hours, and thousands of signs can be activated within a day. The only wiring that is needed is Ethernet cabling to the wireless transmitters in the ceiling, which connect to the network. The system is green as well. By powering the transmitters by PoE, very little electricity is required. Since the signs are run by longlife batteries, no electricity is needed, and very little hazardous waste is generated. The screens also last a very long time. Most of all, there is no need for paper, which saves trees and eliminates waste. The system can operate as a standalone system or integrate into a larger ecosystem, tying into many popular content management systems.
Enhancing the Shopping Experience Saxena says this is just the start. Altierre is enhancing its sign system so in the future it can run large flat screens that display full, color-rich content. Saxena founded Altierre in 2002. After an initial test installation in a grocery store, they received their largest installation to date from Kohl’s Department Stores. After a successful test in select stores nationwide, Kohl’s decided to roll out the system chainwide. There are other large-scale projects in the early stages of regional testing, including some in nationally recognized grocery stores, drug stores and department stores, and even a large grocery store chain in France. Saxena is fully aware about the current state of retail brick-and-mortar stores. “E-tailers are winning the war right now,” he said. “Traditional retail stores are going to have to improve the experience to win back the customers. The way to do that is by giving more information to the customer at the point of sale. Digital signage in general, and Altierre signs specifically, are the tool to do just that. Every possible obstacle to placing our system has been addressed." Saxena’s goal is to replicate the Google search sidebar experience, which is to deliver basic information in a clean, easyto-read manner, at the point of sale. On your next shopping trip, pay attention to the signage in the store. You are sure to encounter these signs in your favorite stores. SSM Perry Goldstein is an AV and electronics industry veteran and can be reached at perry.goldstein@gmail.com
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THE RUNDOWN PQ Media examines the global market and trends for the digital out-of-home industry By Sherleen Mahoney Digital signage, specifically digital out-of-home (DOOH) media, is changing the advertising world. DOOH media thrives on three equally important aspects: technology, relevant content and audience engagement. The common denominator here is social media. Just as DOOH is changing advertising,
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social media is changing DOOH. Businesses are turning to social media in droves to reach their customers and find new ones. When social media is done right, offering a unique and rich experience, customers respond favorably. The proliferation of smartphones and apps keep all of us connected like never
before. Marketers are turned to DOOH to leverage this trend to advertise in unique, often visually stunning and engaging ways, making it one of the fastest-growing advertising media in the world.
Global Growth According to PQ Media's new global
forecast, “Global, Region and Market Spending, Trends & Analysis,” the global DOOH industry enjoyed double-digit growth in 2011. PQ Media is a leading provider of global media econometrics and pioneer of emerging media research. The report attributes the growth to the industry expanding into new venues and markets and providing enhanced features, such as mobile and social media tie-ins. The report states the total worldwide DOOH revenues increased 15.3 percent to $6.97 billion in 2011, driven primarily by the Asia-Pacific region. The study found this region to be the largest and fastest growing of the four major regions included in the study: Americas, Europe, Asia-Pacific, Middle East and Africa. Global DOOH revenues surged 25.3 percent. According to Patrick Quinn, CEO of PQ Media, the economies of many markets in the Asia-Pacific region, particularly China and India, have helped to bolster growth of the overall ad market. This has enabled emerging media, like DOOH, to post the strongest growth rates worldwide. According to Quinn, many of the largest public companies specific to DOOH, such as Focus Media in China, are located in this region, with substantial deployments and planned rollouts that are helping to spur growth. Quinn also says the gains in markets, led by China, India and Malaysia, are helping to compensate for the weaker growth rates of developed countries in the region, such as Japan and South Korea. And interestingly, the euro crisis is only affecting those countries that have significant trade with European countries, such as Australia. The Asia-Pacific markets are only minimally affected. The United States is the largest DOOH market among the 28 countries tracked for the report, with $2.05 billion in revenues in 2011. China ranked second with $1.44 billion in revenues, followed by Japan with $759 million. Although the United States has the largest DOOH market, total revenues represent less than 30 percent of the overall OOH market. This suggests that the Chinese traditional out-of-home market was not as fully developed as in the United States when digital signage and screens were rolled out, Quinn said. As a result, the deployments in the Chinese market are more aggressive in locations not served
The United States is the largest DOOH market among the 28 countries tracked for the report, with $2.05 billion in revenues in 2011. previously by any out-of-home technology. Thailand's DOOH market represents nearly 50 percent of Thailand's OOH market, the highest percentage among the 28 countries ranked. Brazil follows with 33 percent.
Current Trends and Challenges Many savvy DOOH operators in the United States are proactively seeking to incorporate social media into their signage to reach consumers across channels and integrating those platforms, for example, working with companies such as Locamoda or Insteo. However, PQ Media also found that operators in other large markets have yet to align with technology companies that provide the integration. This year, DOOH should continue to experience acceleration in growth, driven in part by the 2012 Summer Olympics. The European market, specifically the United Kingdom, should be the major beneficiary. The always-connected audience will expect to receive real-time event and score updates from the games, which will help drive spending in other markets. Global DOOH revenues are expected to exceed $6 billion in 2012. Metrics is by far the industry’s biggest challenge. Therefore, expect to see cuttingedge measurement technologies, such as eye-dwell technology, and facial recognition technology, along with new mobile and social media engagement, to be major components in future DOOH deployments. According to Quinn, other DOOH challenges include becoming a more integral part of the marketing mix. “This is not just a ‘nice to have’, but a must-have medium because of its ability to target,” he said. Providing brands and
Digital Signage Technology for Today’s Applications
agencies with more abilities to purchase multiple operators simultaneously, either to have a national footprint or to reach specific demographics throughout the day, is incredibly valuable. Each market has its own unique characteristics, and expansions into new venues depend on local operators. For example, in the United States, roadside billboards will continue to drive industry growth. However, in other countries, there are roadblocks due to regulations. Some city governments, such as in Brazil and Germany, are clamping down on roadside clutter and limiting billboards on major highways. In another example, the United States is seeing DOOH growth in gas stations, but this is not the case in Europe, because consumers don’t pay at the pump. In Europe, Amscreen has found success with its BP network in the United Kingdom, which is leading to expansion in other countries in which BP has a major presence. Amscreen installed close proximity-signage units in BP's 335 company-owned sites and offered the technology to BP's 800 dealer partners. The screens display information, such as live traffic updates and advertising for BP products and services. In addition, the national and regional advertisers purchased ads to reach the 7 million motorists who use BP forecourts in the United Kingdom each week. JCDecaux, one of the world's leading outdoor advertising companies, has rolled out digital signage at bus shelters in Paris to make the city easier to navigate and more accessible for the public. Digital screens display news, local classified ads and wayfinding information, and list things to do in the neighborhood. Other general markets experiencing growth are airports and retail. Lastly, Quinn’s advice to DOOH executives is to get better metrics and make it easier for agencies to plan, purchase, and deploy signage and screens. The key question to consider is, “Is there enough traffic or target-audience viewing to make brands and agencies want to advertise?” PQ Media surveyed more than 300 U.S. digital place-based network operators, running more than 600 ad-based networks, and nearly 1,000 operators globally. SSM Sherleen Mahoney is a writer and editor for Signage Solutions Magazine.
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A NEW STANDARD for Times Square
Maximizing impact in the world’s most crowded ad space By Mark Denton
One Astor Plaza, located at 1515 Broadway, is an icon in New York’s Times Square. As the headquarters of Viacom, tens of millions of people visit the building every year, and television viewers around the world recognize it as the location of MTV’s broadcast studios. In addition, the building is home to the Minskoff Theater, which hosts the Broadway production of "The Lion King". For owner SL Green Realty Corp., the desire to install a groundbreaking LED video display on the building’s high-profile façade was rooted in more than just aesthetic concerns. In the competitive Times Square display market, the ability to provide advertisers with higher visibility and more creative options for content delivery can be the key to maximizing the value of display space, which can result in a major boost to the property’s bottom line.
Unique Opportunities Sensory Interactive, which specializes in design, technology, and content development and management, was chosen to help SL Green identify various opportunities for maximizing the value of this unique location. They sought to capitalize on those opportunities by creating a system that sets a new standard for large-scale LED video displays. In the planning stages of the project, Sensory Interactive led the development of a display form factor that breaks from the standard practice of tacking LED panels onto a building’s façade, with
little regard for the underlying architecture. Instead, the displays at 1515 Broadway are fully integrated with the design of the existing building, functioning as a dynamic part of the building’s façade, rather than as another sign on the outside of the structure. The displays also take advantage of the flexibility afforded by new LED technology to wrap around previously underutilized corners of the building. By limiting visual clutter, this approach also helped alleviate tenants’ concerns of impact on their marketing efforts. The design created a clean look that supports tenants’ visual merchandising goals, rather than overwhelming existing signage and graphics. The structures built to support the displays also add value for existing tenants, serving as covers for building entrances and incorporating new balconies.
The Highest of High-tech To support and enhance the displays’ innovative form and structure, Sensory Interactive specified the most advanced technology on the market today. Surface-mounted diodes provide better vertical- and horizontal-viewing angles, better
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brightness and more contrast, which maximizes their visibility throughout the neighborhood. Sansi, the company that produced the hardware and the world’s second-largest LED manufacturer, gave 1515 Broadway the highest resolution display in the area, while also making it one of the most energy efficient. In addition to setting new standards for display technology, 1515 Broadway is also ushering in a new era for the type of content that advertisers will present in Times Square. The displays’ high resolution, large size and unique aspect ratio (different from standard video formats), are encouraging sponsors and advertisers to produce new and unique materials that take advantage of this very distinctive canvas, as opposed to showing edited versions of advertising produced for television. During the design process, Sensory Interactive also anticipated other capabilities that advertisers might want to test in the future, such as allowing interaction with the displays via mobile devices and motion sensors. The company also made sure that the
ITS_viewstation_sun_3.75x9.375_Layout 1 4/19/12 3:15 PM Page 1
system’s infrastructure (cabling and server expandability) was designed to accommodate the future use of these technologies.
it’s guaranteed to overheat your display. we guarantee it won’t.
One-of-a-Kind Challenges While 1515 Broadway’s high-profile location, distinctive architecture and world-class tenants are the qualities that made this project possible, they also created some daunting challenges that Sensory Interactive had to address during the planning, design and construction process. Chief among these challenges were the engineering and aesthetic issues related to the integration of the displays with the existing building. Mounting the enormous displays to the largely glass façade was a major issue that required careful consideration for obvious safety reasons and business implications. The loss of views into and out of the theater lobby created by the installation led to lengthy negotiations between the landlord and theater, which were ultimately resolved by giving the theater use of additional 48x8-foot display panels that were added by designers to the sides of the primary displays. Sensory Interactive also designed a totally unique system of scaffolding to further protect the images and business operations during construction. The scaffolding had the clean, streamlined appearance of a permanent structure and didn’t interfere with access to the ground-floor retail tenants or block the views from the MTV studios on the upper levels. The Times Square location also drove both the overall timeline for the project and the day-to-day scheduling of the installation. The City of New York required that all scaffolding be removed in time for the Thanksgiving Day Parade. The theater’s matinees and MTV studio’s taping schedule also required work to be halted during certain times of the day. The team had to take special steps to avoid interfering with the operation of the building’s retail tenants. Sensory Interactive addressed these scheduling challenges by carefully choreographing the fabrication, delivery and installation of the display components, minimizing the amount of work that would actually be done on site, and allowing multiple tasks to be completed simultaneously. Sansi manufactured the video panels at their factory in China and then shipped them to a facility located outside of New York City, where North Shore Neon fabricated a specialized frame structure for the displays. The display panels were precisely mounted to the frame structure, minimizing visible seams, and then broken down into pieces, which were small enough for safe transportation to Times Square yet large enough for workers to efficiently lift them into place by crane. The initial response from building tenants, advertisers and the public has confirmed the owner’s belief that creating a truly unique media experience was worth the effort. The installation was prominently featured in coverage of the Times Square New Year’s Eve celebration and has already hosted live, interactive advertising events for leading brands, such as Lexus, Nivea and Purina. SSM
Your LCD not only needs to look cool, it needs to stay cool. With over 27 years of experience, ITSENCLOSURES has the proven track record to guarantee LCDs will withstand any environment. Our line of ViewStation LCD enclosures protect against rain, snow, extreme heat, frigid temperatures, theft and even the teenage vandal. From stadium to transportation terminal to drive-thru, ViewStation offers customized solutions for any display – large or small, inside or out. And each unit is installed by trained experts, made in the USA and comes with unparalleled customer support. To learn how we can help you, call 1.800.423.9911 or visit ViewStation.com.
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Mark Denton is Principal of content&context and can be reached at mdenton@contentandcontext.net.
Digital Signage Technology for Today’s Applications
MAY/JUNE 2012
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DOES
Vegas Digital Clever implementations of the latest signage technology infiltrate Las Vegas By David Levin The bright lights of Las Vegas just got a little brighter. Up and down the strip, hotels are adding digital signage, and not in forms of marquee signs or flashier casino games. This time, the larger-than-life lights are everywhere, from the reception desk in the lobby to kiosks and terminals sprinkled throughout the properties. Digital signage is entering new arenas, and cities like Las Vegas are leading the way with unique implementation of the latest technology. The proliferation of mobile devices coupled with social media introduced interactivity to digital signs. They no longer convey relatively static information, but rather facilitate a giveand-take among all who view them.
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Visitors to Las Vegas expect a wow factor, and the addition of interactive digital signage has been well received. Cross-platform integration, digital wayfinding and mobile integration are all features that are delighting tourists on a daily basis.
Unlimited Interactions Video walls effectively engage large crowds, but smaller displays can be just as fascinating. Consider the more than one dozen screens and kiosks the Flamingo uses in conjunction with support for personal mobile devices. It may not be a single message on a 30-foot-wide
Bet on Mobility Testing is already underway on ways to send special offers, information and multimedia to users via mobile phones and other wireless devices. The process has centered on individuals already connected to the hotel or casino via an affinity card or other user registration. One possible scenario is to interconnect existing loyalty programs with wayfinding software to help guide players to lower-traffic areas with their favorite casino games. Over time, user habits and other information can help the casino match ideal products and services to individual patrons, in terms of travel, food and entertainment, from the moment they check in. In addition, users who express interest
in certain amenities and activities while viewing information via a kiosk, terminal or mobile device could receive a coupon code or other promotional offer. The cutting-edge digital signs in Las Vegas won’t be considered high-end innovations for long. Widespread adoption is just a matter of time as technology continues to grow and new methods of satisfying customers surface. The house always has the advantage in Vegas, so bet on leading hotels to win over more customers with new sign applications. SSM David Levin is president and CEO of Denver-based Four Winds Interactive and can be reached at dlevin@fourwindsinteractive.com.
wall, but the platform integrates all the smaller displays through an interactive digital network, which offers information that can be tailormade for the individual consumer. Access to Caesars’ Total Rewards Card loyalty program at key points throughout the hotel and casino increases the value of this service. That is not to say that a video wall lacks engagement. The video wall at MGM Grand combines 48 displays and offers an impressive view. The wall is used to promote events while featuring a live poll. The displays themselves are near seamless with bezels fading from view.
Directions Lead to Success The sheer size of Las Vegas often leaves people disoriented; what seems like a few blocks away can often lead to a mile of trekking down the Strip. Now, step-by-step walking directions added on the basic map views streamline navigation. People can access them via smartphones and other wireless devices. The level of detail for images is rising, featuring 3-D depictions of building layouts, more accurate representations of floor plans and more realistic route details. Digital wayfinding offers a plethora of details about various destinations. Want to find Chicago-style pizza? Just peruse pizzeria menus until you find the deep dish you crave. Trying to remember the one shop that had those shoes you like? Using multi-touch technology, users can zoom in on product offerings to confirm those red pumps are the ones you saw while passing by. All of this is made possible by the marriage of smartphone applications and digital signs. QR codes, audio-recognition software and even the humble SMS allow for detailed information to help people get around. Most importantly, this information stays with people and their devices, replacing written directions with digital convenience.
Digital Signage Technology for Today’s Applications
MAY/JUNE 2012
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Signage Solutions
&Products
Digital signage products and solutions for today’s applications
Video Message Board The iView Video Message Board is designed to be a high-visibility information center for display of product advertising and other time-critical information that viewers will seek out each time they pass by. The web-based content control utility allows users to create online or upload custom content in a variety of popular file formats and change information any time, day and night, via a standard internet connection. inLighten www.signagemag.com/5930
Interactive Trivia Widget Aerva's interactive trivia widget lets users participate via web, mobile, or tablet device to compete in answering questions. The widget allows for custom branding of the leaderboard and shows up-to-date results live on the screen through various fun and engaging themes such as a racetrack. Aerva's widgets run on the AerWave Digital Signage platform or as standalone web applications, both offering metrics and measurable results. Aerva www.signagemag.com/5920
Web-managed wearable signage for playing customized video presentations Black Box® iCOMPEL™ WDS players feature business card-size screens, but because they show full-motion videos and slideshows, they’re designed to attract attention and enhance sales interaction. Each rechargeable 2.4" LCD player includes a magnetic clip and lanyard holder for wearing, plus access to a Web portal for assembling presentations with special effects, scrolling text, and branding. Also, when iCOMPEL WDS is used with Black Box’s iCOMPEL EDS system, content for many players can be updated remotely for consistent messaging. Black Box www.signagemag.com/5921
Lamp–Free Projector The CASIO XJ-M250 Projector incorporates a Hybrid Laser and LED Light Source with DLP Technology and is ideal for Digital Signage applications. The mercury Lamp-Free Light source provides up to 20,000 hours of reliable operating life and is suitable for extended usage requirements. Unlike lamp projectors, the XJ-M250 can be installed as needed including installation at a 90 degree rotation for portrait displays or vertical projection from the ceiling to the floor. The Casio XJ-M250 also has a 3-Year Warranty. Casio www.signagemag.com/5939
Natural Stone or Brick Kiosk with Touchscreen Display Outdoor sunlight readable High Resolution Display with optional touchscreen is mounted to a form on a steel plate base ready for custom stone or brick veneer finishing on site. Very customizable and made to match existing architectural elements. Use for a variety of applications. Many peripherals and CPU options available. Display sizes: 24”, 32”, 42”, 47” (for other sizes consult factory). Comark www.signagemag.com/5935
55" Interactive Digital Signage Touch Display The 5500L Interactive Digital Signage (IDS) display combines Elo touch screen technology with a professional-grade, large format LCD panel. The 55" 5500L is part of a family of large-format touch displays which bring interactivity to digital signage. The 5500L features a choice of two sensitive, accurate touchscreen technologies, each with pureglass construction for visual clarity. Optical touch provides multi-touch (up to 4 touches) and gesture support. TE Touch Solutions www.signagemag.com/5927
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Signage Solutions Products Digital Signage Platform MediaStation is a digital signage/interactive kiosk platform. It features a user-friendly content management system that allows non-technical users to easily manage and distribute broadcast-quality digital signage content on networks of all sizes. There are three versions of MediaStation: 1) Active is a standard passive digital signage platform; 2) Active HD is a passive version that allows us to bring in a live HD signal to our signage; and 3) Interactive is an interactive signage option. Anacore www.signagemag.com/5923
Enterprise-Scale Digital Signage Software AMX is now shipping Inspired Composer 5.4 digital signage software. The newest Inspired Composer simplifies two key tasks for users: creating and managing content, and monitoring and managing the digital signage network. Version 5.4 adds several features including playback log reporting, displaying an image from a URL, improved editing features, plus more capabilities for scheduling messages. Available in either a Desktop or Server version, it was developed for use with AMX’s Inspired XPert 1080p digital signage player (ISXPT-2000) AMX Next-Generation PADS4 www.signagemag.com/5911 Digital Signage Software PADS4 digital signage software makes it simple to provide targeted information to the right audience at the right time. To increase productivity, PADS4 applications have been restyled to the latest Microsoft® Office style user interface. Predefined configurations and an automatic server detection feature simplify installation, while a new “engine” powers PADS4 behind the scenes. A builtin update checker makes installing new versions of the software effortless, while new native data providers allow for even more real-time external sources. Net Display Systems Original Video News www.signagemag.com/5922 Channel Built for DOOH The DOOH channel delivers daily clean and friendly news in short 30-second, HD clips, with audio and full script in captions. Businesses using digital signage to reach their audience now have a powerful new tool for grabbing attention and keeping their screens fresh on a daily basis. Plug-n-play the content in less than 5 minutes with any digital signage software supporting Media RSS. Screenfeed www.signagemag.com/6066
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Interactive Services Solution The Cisco Interactive Services Solution can transform any digital sign into a highly interactive display by delivering targeted, customized rich media content such as video, collaboration applications and Web pages and Web applications. Using Cisco Interactive Services, customers can create, centrally manage and rapidly deploy personalized and interactive signage experiences for their users. Major components include: Cisco Interactive Experience Client, Cisco Interactive Experience Manager, and the Cisco Interactive Experience Platform Server. Cisco www.signagemag.com/5918
Freestanding Video Wall Chief’s new Fusion® Series freestanding solution makes it possible to construct video walls in prominent locations for temporary situations, or when wall mounting is not an option. Three configurations are available and can be combined with accessories to create video walls up to three displays high and any width. Accommodates 40"- 65" displays. Chief Manufacturing www.signagemag.com/6060
Signage Solutions
Products
New Digital Signage Player/Server Appliance The SP1350 and SP200 Player/Server Appliances from DT Research perform as both a digital signage player and server, and incorporate pre-installed player software and WebDT Content Manager server software in one package, ready to perform out-of-the-box with no separate server needed. The SP1350 and SP200 provide Full-HD video and an optimal display experience, and each can also be used as a server for up to ten digital signage appliances, ready to create a network for targeted communications. DT Research www.signagemag.com/5914 Display Enclosure for Retail and Outdoor Applications The Encompass Digital Signage Enclosure houses one or two LCD or LED screens in a portrait & back-to-back layout configuration. This enclosure is the perfect standalone digital signage display solution for retail settings, movie theatres, outdoor applications and a modified version is designed for drive-thru digital menu board applications for quick serve restaurants. Insight designs and manufactures more than 15 different digital signage enclosure models, including a Taxi Top Digital Signage enclosure. Insight Digital Signage www.signagemag.com/5933
Six-Display Digital Signage Player IBASE introduces the SI58 – a super-slim digital signage player with six (6) HD1080 HDMI display support. Powered by a 2nd Generation Intel® Core™ i7/i5 Mobile Processor and 480-Core, AMD Radeon E6760 GPU w/ Eyefinity technology, SI-58 can drive multiple, independent or Single-Large-Surface display outputs simultaneously. The SI-58 delivers innovative graphics display capabilities and ultraimmersive visual environments for your digital signage deployments. The 1.2-inch thick design allows the unit to disappear into tight spaces behind a wall mounted display. iBase Technology www.signagemag.com/5916
Video Wall Mount System Crimson’s VW4600 Video Wall Mount System features lateral, vertical, horizontal, and plumb adjustments. The system includes an integrated dual lock and key system with a quick-release mechanism,enabling 10.75” pull out extension for wiring and monitor servicing. A lightweight wall plate design enables a single installer to lay out the wall grid. VW4600 mounts are made of high-grade cold rolled steel, and include a 10-year warranty. CrimsonAV www.signagemag.com/5938
OUTDOOR DISPLAY OFFERS TOTAL SOLUTION FOR OUTDOOR PUBLIC SPACES LG’s new 47-inch WX50MF outdoor display features technologies that make it a well-suited solution for outdoor spaces. IPS panel technology ensures color saturation and contrast for off-angle viewing (both horizontal and vertical), in addition to providing a temperature tolerance of up to 230° Fahrenheit (110° Celsius). LG’s Shine Out technology, a film that deflects ambient light, helps avoid color wash out, while Direct LED backlighting technology helps produce exceptional Full HD 1080p picture quality, ensuring content is relayed crisply. Added value is achieved thanks to the display’s open frame, which allows for customization and easy installation. LG Electronics www.signagemag.com/6069 Digital Signage Technology for Today’s Applications
Digital Signage Software MediaZone Pro digital signage software is perfect for applications requiring segmentation of graphics, video, and data automation. Using MediaZone Editor Pro, users remotely compose and edit playlists, schedule and deliver high-quality programs consisting of text, tickers, HTML, RSS feeds, weather data, animations and video (including live TV input). Key West Technology www.signagemag.com/5910
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Signage Solutions Products 55-inch LCD Display The MDT551S LCD is a 55” full HD 1080p monitor. Incorporating digital signage, message boards, video conferencing, kiosks, or broadcast displays enhancing facilities from advertising to welcome messages to breaking news. Inputs range from DisplayPort, DVI-D, D-Sub 15, and HDMI. It features an optional CAT5 receiver, transmitter box, and utilizes Mitsubishi’s own networking software for remote management. Mitsubishi www.signagemag.com/5941
Easy-To-Use Led Tv-Digital Signage Hybrid LG’s LV355B EzSign LED TV offers customizable signage content running simultaneously with live TV or another external media source, attracting attention while delivering messaging to consumers. Content can be created using the easy-to-use, free software provided by LG, then transferred to an EzSign TV via USB. LED lighting improves the image quality and energy efficiency of the model, qualifying it for ENERGY STAR 5.3 while still offering crisp, clear images, deep blacks, and a 2,000,000:1 dynamic contrast ratio. LG Electronics www.signagemag.com/5926
Retail Advertising and Merchandising Platform Developed to address the real needs and challenges of retail customers, YCD|RAMP offers a single platform for retailers, agencies and suppliers to manage in-store digital media workflow and close the loop between instore promotions and actual sales, allowing for real-time optimization and increasing operational efficiency. YCD Multimedia www.signagemag.com/5917
Fanless Industrial PC supporting 2nd Generation Intel Core i3/i5/i7 Processors. The LEC-2270 is a new high-powered small form factor PC made for a variety of industrial and commercial applications such as playing media. With the onboard Intel HM655 chipset, the platform supports the 2nd Generation Intel Core CPUs and DDR3 RAM. The appliance contains multiple expansion opportunities through dual mini-PCIe slots, one of which has an attached SIM card socket for GPS and 3G communications. Other standout features include a wide temperature range between -10o and 55 oC. Lanner www.signagemag.com/5937
65” Multi-Touch Display NEC’s V651-TOUCH commercial-grade large-screen display offers digital signage users multi-touch capabilities with a full-HD, 65” display at a cost-conscious price. It is integrated with 4-camera optical-imaging technology that allows for up to six simultaneous touches and a double-sided, anti-reflective glass layer protects the panel and prevents mirrored imaging. The V651-TOUCH features built-in 10W speakers, a public display-grade panel that protects against permanent image retention and a full selection of inputs. NEC www.signagemag.com/5943
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March/April 2012
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Signage Solutions Products
60” Seamless Video Wall Salitek’s cutting edge Multi-Vision Plasma provides clear, uniform, and bright images. Salitek’s bezel-less design features a seam size of only 1.4mm, reproducing large, unobstructed images. The SAL60MPDPC2 is a unique and innovative video wall solution which can be configured to any size and has no resolution limitation. Salitek has a robust built-in processor and can be integrated with most 3rd party video wall processors. Salitek www.signagemag.com/5940
Networked AV Windowing Processor The VWP120 Windowing Processor accepts any four voLANte video streams from a network connection, allowing each input to be cropped, scaled, and positioned according to stored presets or in any user-defined configuration, and the combined output is available on the network for display in any location. SVSi www.signagemag.com/5932
Power-efficient Player with High Performance Graphics The ARK-DS306 is powered by an AMD Embedded G-Series APU with the AMD A50M Fusion Controller Hub system chipset, and provides a power-efficient platform for high-performance multimedia content delivery. Based on this new APU platform, ARKDS306 offers an outstanding visual experience with full multi-media capability, while maintaining very low power consumption. It’s a great high performance solution for digital signage applications. Advantech www.signagemag.com/5934
Multi-Adjustable Mid-Size Flat Panel Tilt Mount The FP-MFTB is a multi-adjustable mid size flat panel mount with tilt. It holds most flat panels 27" to 42", has adjustable tilt while keeping it close to the wall. Installer friendly features including a kickstand, list adjustment and vertical and horizontal adjustment which allows for perfect placement on the wall. Video Mount Products www.signagemag.com/5915 46” Large-Format, Multi-Touch Display TouchSystems’ P 46” has been integrated with PulseIR (infra red) technology. The technology allows up to six simultaneous touch points. The PulseIR technology is an advanced one; it makes the detection of touch points fast and reliable and resistant against interference, external lighting, dust, and moisture. The display itself boasts industrial-grade components, internal temperature sensors with self-diagnostics, high-definition resolution (1920x1080), and an Open Pluggable Specification (OPS) slot. TouchSystems www.signagemag.com/5912
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Portable Digital Signage Video Wall Cart The Peerless-AV DS-VWC655-3X3 Portable Digital Signage Video Wall Cart provides the ideal free-standing portable 3 x 3 video wall solution for rental and staging companies. Durable swivel casters provide easy 360° smooth swivel and roll maneuverability. Tool-less 8-point adjustment offers seamless display alignment along with the strength to hold up to 9 displays measuring 46" to 55". In addition, a secure locking mechanism ensures that the displays stay safe while providing the ability to provide perfect viewing positioning. With strong legs paired with horizontal supports, the video wall cart holds a maximum load of 1,000 lb (454kg). Peerless-AV www.signagemag.com/5919
Media Hot Spot Content Delivery Network Appliance The Media Hot Spot solution offers location-based digital asset file storage and wireless access retrieval via tablets and smart phones. Video, audio, document and other file types can be uploaded using the web-based MHS control system and directed to specific locations or groups of locations via satellite or Internet. Once the files are received at the location, the user can easily access the files over a dedicated wireless hot spot using devices such as an iPad, iPhone or Android. Files may be activated and deactivated on specific dates automatically by the system administrator, making file rights management a simple task. The Media Hot Spot creates a customer engaging experience that can be used in multiple ways. Deliver product information, coupons, spec sheets, music files, video clips and more to further entertain and educate the user. Microspace www.signagemag.com/5929
42" Professional LCD Display The LFP30 Series Professional LCD Displays are dustproof and water resistant to IP66 standards, creating an ideal signage solution for outdoor locations. The LFP30Series’ aluminum cabinet provides corrosionresistance and tempered front glass gives additional strength. As a result of these standard features, the device can be deployed without the need for additional protective casing. To maximize outdoor visibility, a trans–reflective LCD panel is used to produce bright, clear images, and the backlight combines with indirect external lighting to enhance visibility. Panasonic www.signagemag.com/5942
Compact Player PC for Video Walls and Menu Boards The SureVueD4 can drive fullfeatured digital signage content – multiple videos, crawls, and feeds – to four simultaneous video outputs each running at 1080p. The four video outputs can operate as independent channels or, through the integrated AMD/ATi Eyefinity video driver, they can be combined to create a single desktop and single channel up to 7,680 pixels wide. The SureVueD4 does this without the use of any external video signal splitters or scalers. For added flexibility, the SureVueD4 is available with either 4 x DVI or 4 x VGA connectors MediaVue Systems www.signagemag.com/5931
Digital Menu Boards Popstar Networks Digital Menu Boards (DMBs) accommodate the most complex needs and highest standards for highlighting key products, promoting specials by store and managing content changes throughout a network. By delivering a robust set of features, they enable fast, easy content and network management, combined with unique four-channel display and multi-zone panel management capabilities for menu flexibility, effectiveness and lower total cost of ownership. Popstar Networks www.signagemag.com/5925 Digital Signage Technology for Today’s Applications
March/April 2012
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By The Way
Putting the Dials in the Right Spot Choosing the right content management system means understanding the content and environment By Jetty Hartsky Content management systems allow digital signage networks to easily manage content. The traditional digital signage network is a reasonable investment, and to justify the cost of the hardware, you’ll need the right content on the right screen at the right time. Content management systems assist signage networks with editing, publishing and scheduling content. But it’s not just the system you need to worry about; it’s also the people who are involved in the process. Before implementing a content management system, you need to understand the environment in which the content will be consumed, produced and managed.
Different Groups, Different Goals Each signage network is different, but typically three main groups are involved in content strategy: corporate management, on-site store managers and end users/ viewers. Each group has different goals for the content. Corporate management must ensure the organization’s brand message is distributed across all channels. On-site managers want to promote their individual location, have some control over what is being displayed and have the option for store-specific messaging. Customers crave relevant and interesting information that benefits them. A quality content management system will have the horsepower to manage and meet these often-competing needs.
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There are few systems that give the local in-store manager a voice in the process. Doing so can be as simple as having one “slot” of a corporate-generated playlist slide editable by the local store, or using a system that gives different users access to change messaging, given the overall corporate brand messaging is upheld.
Not Top Down or Bottom-up: Collaborative Imagine your company is opening a new store. You’ve put in hundreds of planning hours. You’ve sent out all the invitations, ordered all of the preparations and scheduled the necessary on-site personnel. On the
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day of the event, you visit the store to see the results of your hard work and realize the customers did not show up. You have plenty of salespeople ready, but no one for them to assist. Throughout the day, five customers stop in. You expected to draw hundreds. You notice the salespeople were not enthusiastic about the new store and many of them did not invite their friends or family. You have overlooked a key asset: You didn’t excite or empower your store personnel to personally invest in and promote the event. Similarly, a content management solution causes frustration when it is approved by upper-level management but doesn’t meet the needs and desires of the in-store managers. A good content management system will meet the competing needs of all stakeholders to deliver quality results. Success lies in a careful calibration of a combination of people, process and technology.
Greater Buy-In In the scenario above, where did the grand-opening event go wrong? The invitations were sent, and all the people were
assigned to the right place. However, even if store personnel were instructed correctly, they didn’t act because they didn’t buy into the idea. There was no incentive for them to get people in the store that day. People want to know “what’s in it for me?” Your content management system must reward each group’s interests in order to gain the support of all members.
Integrate for Easier Adoption Generating interest to create buy-in isn’t the only challenge when choosing and implementing the right CMS. A new CMS must be integrated into existing day-to-day business processes. People have a hard time replacing an old habit with a new one. It’s much easier to propose a variation or addition to an existing process than to bring in something entirely new. Find a system that can be worked into existing processes to increase CMS adoption rates. Many professionals are concerned about their digital signage network’s ROI. But ask yourself: How accurately can you measure ROI on a project that’s not reaching its full potential? How much greater could your ROI
be if the CMS fostered high adoption rates by all store locations? Similarly, for the store manager, how much more interested would you be in the process if you had a say in what content is displayed at your specific location? When choosing a CMS system, it’s important to take a look at your organizational structure and identity the people who will be involved in the content management process. Who should have a say in what goes on a screen? Who will consume that content? What are each party’s goals for the system? Are they in conflict? It’s not enough to slap any content management system on your signage solution like a bandage and call it a day. Ask all the hard questions, carefully research all of your options—their associated features, benefits and drawbacks—and elect the ideal system. Finally, enjoy the results. SSM
Jetty Hartsky is marketing communication manager for Reality Interactive, a digital merchandising agency specializing in kiosks, digital signage, ecommerce and mobile apps. She can be reached at jettyh@realityi.com.
Advertiser Index ACCU WEATHER www.accuweather.com/digitalsignage .......................................................................................................... 35 BLACK BOX www.blackbox.com ................................................................................................................................................ 13 CHIEF www.chiefmfg.com.............................................................................................................................................................. 3 DYNASCAN www.dynascanusa.com ......................................................................................................................................... 11 FLIXIO www.flixio.com.................................................................................................................................................................. 35 IAVI www.iavi.com........................................................................................................................................................................ 31 INSTEO youtube.com/insteo........................................................................................................................................................ 35 ITS ENCLOSURES www.viewstation.com ................................................................................................................................. 27 PEERLESS-AV www.peerless-av.com ........................................................................................................................................ 21 PREMIER MOUNTS www.mounts.com........................................................................................................................................ 12 PRYSM www.prysm.com/facts....................................................................................................................................... back cover SAMSUNG www.samsung.com ........................................................................................................................... inside front cover SENECA www.senecadata.com ................................................................................................................................................... 9 UCVIEW www.ucview.com ............................................................................................................................................................ 7 VIDEO MOUNT PRODUCTS www.chooseamount.com ............................................................................................................ 19 X2O MEDIA www.x20media.com ................................................................................................................................................ 29
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