Signage Solutions www.signagesolutionsmag.com
September/October 2011
The Technology and Solutions Magazine for Digital Signage, DOOH, Mobile and Place-based Media
THROUGH INNOVATIVE USES OF DIGITAL SIGNAGE, UNIVERSITY OF OREGON INSPIRES VISITORS BY CELEBRATING ALUMNI
CONNECTING THE
DUCKS CLOSING THE LOOP for Brands and Advertisers p19
GET OUT! Not All Digital Flat Panels Are Created Equal p22
MISUNDERSTOOD AND FORGOTTEN The life of the lowly, small-screen monitor p22 Digital Signage Products & Solutions
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Signage Essentials
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Industry News
Publisher’s Perspective
Checked Out The first week of September I escaped the normal day-to-day grind of work. I was able to turn off the laptop and finally turn on my “out of office” reply message. After flying halfway across the United States, I met up with my two brothers and father to go backpacking. We went to a place where no cell phone tower could possibly find us: Olympic National Park in Washington State. What a great experience it was to seriously check out from all the “noise” that constantly bombards our daily lives! At the tail end of the trip, I had a tooth mishap that had me sitting uncomfortably in my dentist’s chair shortly after I returned home. My local dentist just built a beautiful new office with all the latest technology “bells and whistles," including a new digital signage system. In the waiting area, there were three 50-inch LG screens playing local and national news with dental hygiene tips displayed within designated sections of each screen.They had 22-inch screens in front of each examination chair with information about the music that was being played Ben Skidmore "checking out" while backpacking in the Olympic through the office stereo system National Park. The Seven Lakes Basin is in the background. and facts about the performer and their career.There were even images of nature and calming scenes from around the globe — a welcome distraction while waiting for the dentist to wreak havoc in my mouth. Believe it or not, I actually enjoyed my time in the dentist’s chair. For a change, digital signage wasn't tr ying to sell me anything. Instead, it was providing comfort in what can be a ver y unner ving situation. It was a good reminder that all digital signage is not created equal. This simple, yet effective system did exactly what it was meant to do. It allowed me, the patient, to relax and feel comfortable. And, for a little while, I could revisit nature — even if it was just on a 22-inch flat screen. Remember, when you plan your digital signage system, don’t forget how it will emotionally affect your audience. U n t i l n ex t mon t h ,
SignageSolutions
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September/October 2011 • Volume Two • Issue Five Publisher/Editorial Director
Ben Skidmore (972) 587-9064 ben@signagesolutionsmag.com
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Signage Solutions Magazine (ISSN 2159-0060) is published bi-monthly (Jan/Feb, Mar/Apr, May/Jun, Jul/Aug, Sep/Oct, Nov/Dec) by Partners Publishing, 306 South Tennessee Street, McKinney, TX 75069. Application to Mail at Periodicals Postage Prices Pending at McKinney TX 75070 and at additional mailing offices. Basic subscriptions rates: one year (6 issues) free to qualified subscribers. Others may subscribe at a cost of $60 for 6 issues. Individuals copies sold for $15, per issue. POSTMASTER: Send address changes to: Signage Solutions Magazine c/o Partners Publishing, 306 South Tennessee Street, McKinney, TX 75069
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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 September/October 2011
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Signage Solutions
magazine
Contents
September/October 2011
The Technology and Solutions Magazine for Digital Signage, DOOH, Mobile and Place-based Media
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30
Technology @ Work A brief look at company/industry news within the digital signage industry.
39
Signage Solutions & Products
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.
By The Way
Failure to Launch By Jim Nista
features
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Vertical Views
18
Empowering Employees
COVER Story Connecting the Ducks
Digital out-of-home technology makes a difference in a Canadian nuclear power plant.
Through innovative uses of digital signage, University of Oregon inspires visitors by celebrating alumni. By Sherleen Mahoney
14
Closing the Loop for Brands and Advertisers
Digital signage casts a wider marketing net.
Get 24 ` Out!
Not all digital signage flat panels are created equal.
12
Vertical Views Lights, Camera, Transaction!
Cinemark Theatres enhance movie-goers experience while driving profits with digital signage.
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www.signagesolutionsmag.com
Misunderstood and Forgotten
22
The life of the lowly, smallscreen monitor.
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Beyond the Single Display
Innovative technologies increase impact and effectiveness of digital signage systems.
You’ve got the displays...
now it’s time to realize their
true potential.
No doubt you’ve heard the adage that “content is king.” You can have the most technologically advanced display hanging in your location, but without stunning digital content running on its screen, it’s just another display. NEC helps you break through the everyday clutter of messaging your audience encounters. After many years in the trenches of the digital signage market, we know what works and what doesn’t. Our dynamic content catches eyes, turns heads and translates your business objectives into compelling calls-to-action that deliver results. No matter your budget or timeframe, NEC can create fully custom content to fulfill your every wish. From bright, static imagery and messaging to intricate, animated video, we can do it all for you. Visit www.necdisplay.com/managed-services today to learn more and browse our content portfolio.
necdisplay.com
Updates
Industry&News
Technology @ Work
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Go to www.signagesolutionsmag.com to read full version of articles found in the Industry News & Updates section of Signage Solutions Magazine.
Global Digital Signage Market to Reach $13.8 Billion by 2017 SAN JOSE, Calif. - According to a new market research report, the marketing arena worldwide has witnessed dramatic transformation over the past few years. The recent years have seen a decline in traditional print advertisements in newspapers and static outdoor billboards, but commensurately rising interest in new interactive marketing strategies, including digital signage. Given its ability to use vibrant, mediarich messages to rope in the right audiences, digital signage represents a powerful medium for advertising, information display and entertainment. The market is further driven by the evolution of hybrid digital signage systems wherein digital signs are augmented with the interactivity of digital kiosks. The amplification of marketing impact possible through this medium provides a high return on investment (ROI) business case for these systems. Against a backdrop of a digitalized world, the digital platform of marketing makes for an effective medium to target elusive consumers, especially the younger generation. With several advantages such as higher viewer recall and retention of digitally displayed messages, stacked in its favor, digital signage systems are forecast to witness sturdy gains in the upcoming years. Despite the market advantages enjoyed by digital advertising technologies, the global digital signage systems market witnessed sizeable
deceleration in growth momentum during the years 2008 and 2009, as direct fallout of narrow creativity levels in a weak economy, and credit shortages for funding new and risky ventures during the period. For instance, new investments in digital signage infrastructure came under direct pressure as a result of preferences among advertisers for existing and already accessible infrastructure. Additionally, financing for big digital signage projects experienced relatively tougher funding options, as venture capitalist preference during this period was particularly skewed toward established technologies and projects with faster exit options. www.strategyr.com
Clear Channel Airports Extends Relationship with Sacramento International Airport SACRAMENTO, Calif. - Clear Channel Airports (CCA), the world’s leading marketer of airport advertising, and the County of Sacramento have entered into a contractual relationship whereby CCA will be the exclusive advertising marketer for Sacramento International Airport. CCA, which has served the airport since 1998, was recently selected through a competitive bid process as the airport’s exclusive advertising partner. CCA will expand its existing presence throughout Sacramento International Airport by launching a dynamic Community Showcase program timed to the October 6 opening of the airport’s brand new Central Terminal B to serve the needs of area businesses and organizations. The company is in the process of creating in a new high-tech advertising environment for the terminal with innovative digital displays and new technology, such as LCDs, touch-screen digital kiosks and tension fabric displays. Local and regional businesses will have the opportunity to capture the attention of more than 16 million people who utilize the airport annually. www.clearchannelairports.com
Technology @ Work
NCR Completes Acquisition of Radiant Systems DULUTH, Ga. – Just weeks after Radiant Systems acquired College Station, Texas-based Texas Digital, NCR Corp. announced that it has completed its acquisition of Radiant Systems Inc. through a merger, with Radiant becoming a wholly owned subsidiary of NCR. “This acquisition is another demonstration of NCR’s strategy to expand into high-margin adjacencies and new industry segments, and is a major milestone towards the realization of our long-term business goals,” said NCR Chairman and CEO Bill Nuti. “Combining NCR’s global footprint and services capabilities with Radiant’s advanced software and strong channel partner network will create a superior portfolio of multi-channel solutions and bring new value to customers, while accelerating long-term growth.” Prior to the merger, NCR acquired approximately 87 percent of Radiant’s outstanding shares (including all shares subject to guarantees of delivery) in connection with its previously announced tender offer. NCR also exercised its option to purchase additional shares of Radiant common stock that resulted in NCR owning one share more than 90 percent of the outstanding shares of Radiant, in order for NCR to perform a “short form” merger under Georgia law. www.ncr.com
DOOHgood Starts East Africa Relief Efforts DOOHgood, a volunteer collective of digital out-of-home operators and suppliers, has activated an effort to help raise awareness and drive donations to help ease the drought and health crisis in the Horn of Africa. A video public service ad for Canadian network operators is now available on the DOOHgood website, available for use by DOOH networks in Canada that have otherwise unused advertising time. The first spot was developed for the Canadian
Screach Makes Digital Signage at Wembley Stadium Interactive Screach made its Wembley debut when the Rugby Football League used its interactive app to enhance the half time experience for fans at the Carnegie Cup Final. Fans of Leeds Rhinos and Wigan Warriors were be able to download the Screach app and take part in a half time quiz testing their rugby knowledge. The half time quiz was displayed on the 13x8 meter screen in Wembley Stadium for all to see. Fans were then able to watch famous rugby clips on the big screen and then answer a question relating to the clip by choosing from the
Humanitarian Coalition — consisting of several relief agencies pooling their resources. DOOHgood is also working with U.S. agencies and hopes to have spots developed and available soon. DOOHgood is in need of a creative team to produce a spot for at least one agency, and would welcome any offers to help with a few free studio hours. DOOHgood was formed in the aftermath of the Japan disaster in March, producing numerous free video ads and running them on dozens in networks in several countries. The effort delivered millions of free advertising impressions for the Red Cross societies in several countries. Since then, DOOHgood has also helped drive
Digital Signage Technology for Today’s Applications
multiple choice answers that appear within the Screach app on their smart device, creating a two-way interaction. Two winners were automatically selected, based on how quickly they answered and how many questions they answered correctly, and then saw their Facebook profile image appear on the digital screen for the whole crowd to see. The RFL also used Screach as a way to deliver a reward to fans for interacting. Everyone who took part in the Screach half time quiz was entered into a prize drawing for two VIP Hospitality packages for the Gillette Four Nations double header in Wembley this November. www.screach.com
donations for local Red Cross groups helping people in the aftermath of the terrible rash of tornadoes in the United States this spring. DOOHgood provides a central distribution point and archive for the videos and related material, and helps to get creative produced if none is otherwise available. “We’re asking Canadian networks who have unsold inventory to download the 15-second spot and put it into their programming schedules,” said Dave Haynes, one of the organizers of DOOHgood. “We’re hoping we’ll soon also have something for the U.S., and we’d love to hear from and help out efforts in other countries.” www.doohgood.com September/October 2011
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Technology @ Work www.intel.com
Intel to Launch AIM Suite Anonymous Video Analytics Technology Support Intel AIM Suite brings audience measurement capabilities to digital signage networks through its underlying Anonymous Video Analytics (AVA) technology. It works by placing a small sensor on a digital sign, which is connected to a computer system running the Intel AIM Suite service. Intel AIM Suite uses anonymous face detection technology to aggregate metrics on how advertising campaigns are performing — it detects the number of people that saw the content, how long they looked for, and demographics (gender and age bracket). All this functionality is enabled while maintaining anonymity and privacy. Advertisers are spending billions of dollars to advertise on digital signage; however they feel the pain of not being able to understand if people are even seeing their ads. Digital Signage networks, the companies that own and operate hundreds and thousands of screens, are having a difficult time attracting advertisers to their networks due to the lack of metrics. With the Intel AIM Suite capability, the effectiveness and ROI of digital signage can be increased by dynamically changing advertising content to better fit the interests of those viewing the display. This data helps advertisers measure and maximize their return on investment and objectives plus enables digital signage to become “smart signage,” which can target content based on real-time audience demographics (e.g., if a woman walks in front of a display, she will be shown ads for her demographic). This targeted advertising approach is enabled by powerful Intel Core i5 and Intel Core i7 processors, which can run the advanced AVA application while playing high-definition video content; the capability to run Intel AIM Suite on the same computer system as the content management system (CMS) significantly minimizes infrastructure costs. Additionally, providing analytics from a Web-based reporting system, which stores data in the cloud, further reduces requirements for setting up and maintaining costly servers.
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iSIGN Media Moves Forward With Its Planned Purchase of Pinpoint Media TORONTO, ONTARIO - iSIGN Media Solutions Inc. is pleased to confirm the near-term closing of its purchase of Pinpoint Media Group as originally announced June 24. All terms and conditions are being worked on by both sides to conclude the transaction and launch the largest digital-out-of-home broadcast to mobile phone network in the world. “This is a ground breaking event in the mobile space and our business model was
D3 Impacts Digital Advertising in Times Square, Replaces Former Yahoo! Sign With Extreme Viewing Angle LED Display NEW YORK – D3, a provider of specialized LED digital display solutions, has designed and manufactured a new LED display for Sherwood Outdoor, a wholly-owned subsidiary of Sherwood Equities Inc., that was installed at the base of the iconic 1 Times Square building in New York City. Located at West 42nd Street and Broadway, 1 Times Square is known internationally as the site where the New Year’s Eve ball drops. The new digital display anchors the sign collection at 1 Times Square and replaces a Yahoo! sign that had occupied the space since 2005. The new display showcases D3’s newest 10-millimeter SMD display product with a resolution of 576x1088. D3 used 612 LED modules to build the display, which measures 18 feet high x 35 feet wide. The display is currently being utilized to feature advertising and promotional content. This is the second LED display at 1 Times Square built by D3. In 2008 Walgreens launched the largest LED sign in the Square covering 17,000
further confirmed and validated by the July 27 announcement that Deutsche Telekom has purchased a 2,500 digital signage network in a leading European supermarket chain,” said Alex Romanov, iSIGN’s CEO. Pinpoint Media Group Inc.’s network in Macs and Couche-Tard convenience stores is more than twice that with 5,600 screens in Canada. “Pinpoint’s convenience store channel is in the fastest growing and profitable segment today with frequent shoppers and opportunities to both influence and collect anonymous shopper data,” Romanov added. “Pinpoint’s network of approximately 5,600 digital signs is one of the largest in North America and will be the first in the world to have signage content broadcast to mobile phones of all customers in and in proximity of each of the 1,400 stores.” www.isignmedia.com
square feet, and running diagonally up both sides of the building and surrounding the store at ground level. "We’re extremely pleased with this next generation D3 product as it has the best viewing angles of any SMD display in Times Square," said Jason Barak, D3 managing partner. "Our engineering team’s commitment to constantly improve upon our technology continues to benefit our client. In this case, the advertiser is able to cast their message in wide viewing directions, a key marketing differentiator when trying to reach more consumer eyeballs." D3 LED displays can be found throughout the world, and the company continues to lead the digital out-of-home market in Times Square—having created more than 70 percent of all digital display real estate in Times Square since 2006.
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Vertical View Corporate
Empowering Employees
Digital out-of-home technology makes a difference in a Canadian nuclear power plant As one of the largest nuclear power plants in the world, Bruce Power is a major energy supplier to the province of Ontario, Canada. This bustling, privately owned plant has two generating stations consisting of six operating units, and billions of dollars are being invested to refurbish two more units in the Bruce A Restart Project. The Bruce site will be the largest nuclear power plant in the world when all eight units are running next year. Approximately 10,000 people work at this massive site. With almost 100 buildings and even its own water and waste treatment facilities, it resembles a small city. For this reason, the company has invested heavily in an enterprise-wide, digital out-of-home (DOOH) network to keep the entire work force apprised of news and information to enhance productivity and safety.
Bruce Power launched its TV initiative five years ago. The original communications plan called for producing a weekly television newscast from a closed-circuit studio, but that proved too costly and labor-intensive. A Harris InfoCaster media player purchased for other purposes was running in test mode in their studio facility. This became the seed that initiated the first phase of a full Harris DOOH solution with content creation, network management and media play-out components. The network started small with a few players in the security guardhouses, where workers queue to gain entry into the stations. More players were soon added in cafeterias and lobby areas. There are now more than 40 players in the network, several of which feed into existing fiber networks that distribute the show to screens throughout both power stations.
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Vertical View Corporate
Dynamic Media Displays Digital signage conveys a wide range of media content in a very impactful, visual way. This system supports high-quality graphics, data and full-motion video. The majority of programming over InfoCaster is created with the understanding that most employees and visitors have limited time to view the screens and are most interested in quickly consuming a wide variety of information at a glance. A single person manages the entire network, with five unique shows distributed to more than 100 screens. The Network Manager software allows the user to easily monitor and manage the players remotely and update shows and content with incredible power. InfoCaster’s TitleMotion graphics tool was used extensively to integrate and display the data sources with broadcast-quality graphics. All shows and content were developed with InfoCaster software on a single computer that works as the command center for the whole network, pushing out shows and content first to a shared network drive and then out to each player.
Content is King A key factor in the design of the shows was having the ability to allow people with little technical experience to update content without touching the software. InfoCaster players pick up a wide variety of files as they hit the folder, and they quickly become part of the loop. The nuclear industry thrives on data. The signage system had to tie into real-time metrics to be relevant. Internally generated data
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sources constantly update information, including unit production and output, as well as vital on-site weather statistics and intake water temperature—the latter of which affects reactor efficiency. External sources also supply up-to-the-minute data. The Independent Electricity System Operation, which controls the distribution of electricity in Ontario, provides market data in a publicly available
Vertical View Corporate XML file. Information includes how much electricity is being used, market price and how much power is being generated from nuclear, wind, coal, gas or hydroelectric sources. Other external data sources include Environment Canada, which provides a seven-day RSS weather feed, complete with local weather warnings. The Weather Network provides a paid service for local weather radar. Another company manages a Bruce Power employee recognition program and provides a secure RSS feed of the 10 most recent employees who are recognized for hard work. Bruce Power is pushing the envelope even further through custom applications, many of which are developed by software specialist Bannister Lake of nearby Cambridge, Ontario.
Powerful Custom Apps A site-wide public address system notifies employees of emergencies, such as severe weather, road closures or other situations.
But it’s difficult to know what’s happening if the message is not heard. When announcements are made in the control room, operators can now launch a Bannister Lake application, click on a prewritten message, edit as necessary and hit submit. The message appears on screens across the site within seconds. The work force kicks into high gear with a 24/7 effort when a unit comes offline during a planned maintenance outage for repairs or upgrades. It’s a highly organized campaign, and leaders that oversee work in the Outage Control Center have an application to quickly and easily update outage status and key work. Bannister Lake created a number of other apps, including a very specialized display for the Bruce Learning Center, a nuclear university where most on-site training occurs. Working with Bruce Power’s IT department, they tap into the training database to list the daily course offerings and classroom information. It is seamless and fully automated, similar to an airport arrival/departure board.
In the Know Bruce Power TV is dynamic and ever-changing. Each step comes with technical challenges, but the network continues to grow and evolve with the help of Harris Customer Support, Bannister Lake and the internal IT department. This digital signage system reflects the exciting and innovative atmosphere at Bruce Power. Besides fostering a sense of community, digital signage enables Bruce Power employees to be fully informed about essential information. It’s become a vibrant part of the daily life at Bruce Power. SSM
Digital Signage Technology for Today’s Applications
September/October 2011
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Vertical View Entertainment
Lights, Camera, Transaction!
Cinemark Theatres enhance movie-goers experience while driving profits with digital signage Seeing this season’s latest blockbuster may be the motivator to get people into movie theaters, but theater owners know the key to driving profits is increasing concession sales to customers before the show. Movie-goers have just seconds to make a decision, so the presentation of concession offerings must be attractive and enticing. Digital signage is paving the way as the next-generation technology in the cinema industry. Digitally enhanced menu boards in theaters generally consist of a number of LCD screens, ranging from 32 to 62 inches, and are driven by a robust software package. The technology is replacing traditional static menus because of its cost effectiveness, and the ability to attract attention and influence sales. Real-time changes, which are possible with digital menus, save significant time and cost over traditional static menus. With digital menus, once a design is approved, it can be pushed to theaters worldwide in minutes. Since changes require only a few clicks of the mouse, the food and beverage and marketing teams can test markets and tweak messaging without costly reprints and distribution expenses.
Right on the Mark In 2009, Cinemark Theatres, the second largest cinema chain in the world with 431 theaters in the United States and Latin America,
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turned to digital menu boards as a way to draw customers to their concessions and positively influence buying decisions. Cinemark has long embraced the power of marketing and technology and felt that digital menus were a natural progression in their long-term goals to stay in the forefront of the industry. Cinemark determined that digital signage would save money over time by eliminating the cost of printing and distributing static signs, as well as decreasing the man hours required to replace the static signage. Cinemark was looking for specific capabilities in the digital menu board supplier. “We needed a solution to control the on-screen design of each display, have the flexibility to schedule region-specific promotions and pricing, and consistently enhance our image and customers’ experience from coast to coast,“ said William Angles, director of design for Cinemark Theatres. College Station, Texas-based Texas Digital Systems, now a part of NCR Corp., was chosen by Cinemark as the exclusive manufacturer and supplier of digital signage solutions for its theatres. Their VitalCAST digital signage software was installed in at more than 145 new build and retrofitted Cinemark locations throughout the United States and Canada during a six-month roll-out during the second half of 2009. Additional locations have been added since the initial roll-out, with 230 theatres now installed nationwide. “In selecting a digital signage provider, we looked for a partner that could provide a reliable system and a user-friendly interface as well as top-notch customer support,” Angles said. “Texas Digital has met all of our expectations.”
Vertical View Entertainment Customized Control All menu information, including items offered, pricing, combo choices and promotional messaging, is controlled from Cinemark’s corporate office in Plano, Texas. VitalCAST interfaces with Cinemark’s in-house point-of-sale system at each theater to customize menus on a store-level basis for menu items and pricing. Each concession installation consists of multiple sets of three LCD screens mounted side by side. Theaters typically have between three and 16 LCD displays, depending on theater size and geographic location. Within each set, one screen displays the main concession offerings, such as popcorn, candy and nachos. Logo images for each soda flavor offered, which vary based on location, are automatically displayed based on the POS data. A small area on this center screen is devoted to video brand messaging, such as Coca-Cola. On the outer screens, Cinemark promotes its combos and promotional offerings with
with Cinemark as technology in the digital signage industry grows and expands.”
Whole-house Solutions Due to the success of the digital menu board roll-out, Cinemark has expanded its use of digital signage at some theaters to include digital movie posters and box office displays, all driven by VitalCAST. Movie titles, show times, ratings and even small images of the movie posters are automatically generated from POS data, making the whole experience a hands-off task
for the local theater. Digital signage at Cinemark Theatres has been well received by customers. “The response from the public has been overwhelmingly positive,” said James Meredith, vice president of marketing and promotions at Cinemark. “So many customers are aware of the technological advancements in our industry and are thrilled when it comes to their theater. The screens add a fun and entertaining element to customers’ experience at Cinemark Theatres.” SSM
motion graphics and videos. This combination of information has proven to provide an aesthetically pleasing experience for theater-goers and an effective way for theater employees to cross-sell and up-sell the highest profit items. Additional features of the VitalCAST digital menus at Cinemark include the ability to deliver special pricing or menu items at certain times of the day or days of the week. The ad hoc capabilities even make it possible to develop one-time-use menus for special events and exclusive screenings. “One of our core goals on this project was to provide Cinemark with a wide range of functionality that would allow for future growth and enhancements,” said Romney Stewart, vice president of business development and customer care at Texas Digital. “VitalCAST is poised to grow Digital Signage Technology for Today’s Applications
VS Real Protection Ad_SIGNSOLU.indd 1
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September/October 2011
Loop CLOSING THE
for Brands and Advertisers
Digital signage casts a wider marketing net By Alex Romanov With so many modern innovations in advertising, it’s not surprising that there’s interest in connecting mobile marketing to digital signage, an industry that grew 14.8 percent in 2010. Digital signage is setting trends, and the marketing landscape is expanding. We see digital signage giving advertisers new opportunities to create calls to action and monitor results in real time. The advertising “loop” is closing as technology changes. Content is being developed to link mobile migration to digital signage, and the effort required to create this connection
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is decreasing. Digital signage can reduce installation costs and keep consumer response rates at all-time highs, and it has the capability—plus the potential longevity—to connect the dots between leading-edge initiatives.
A New Influx of Advertising Dollars The numbers are in, and they support digital signage. Even if advertisers don’t increase budgets to support digital signage technology— although they are—digital signage is a natural step in proximity marketing.
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peerlessinfo.com/menuboard Š 2011 Peerless Industries, Inc. Peerless-AV is a trademark of Peerless Industries, Inc. All rights reserved.
Full-Service Menuboard Solutions
One of the most promising areas in the digital out-of-home (DOOH) market is digital signage and billboards. Larry Fisher, practice director of automotive, energy and emerging technologies at ABI Research, said digital signs are seen as more compelling, and their real-time delivery allows for ideal deployment in the DOOH advertising environment. ABI Research’s recent digital signage study states that the global market for software, signage and installation will balloon from $1.3 billion in 2010 to nearly $4.5 billion in 2016. There’s a captive audience waiting, and advertisers are continuing to shift print ad dollars to more-advanced marketing methods. Nielsen reported an 8 percent increase in 2010 on television ad spending, and the predicted comparative drop in print ads currently rests at 6 percent for 2011. The lines are being blurred between marketing channels, with new strains integrating consumers’ preferences to form an exciting hybrid. Advertisers are watching as digital signage grows and changes not only in the mobile channel, but in the general multichannel experience. The DOOH environment is more complex, with many more opportunities for proximity marketing campaigns. According to Nielsen statistics, 2011 is considered the “Year of the Mobile,” with Americans spending an average of three hours on their mobile phones every day. The dynamic duo of mobile and digital signage has arrived in the DOOH market, and it’s not showing any signs of weakening.
A Digital Marriage Digital signage can be joined with multichannel marketing to form a power pair. Some may wonder how DOOH marketplace signage can be such a natural fit for mobile-TV fusion, but, from a signage perspective, a muted TV is basically a form of digital signage. Mobile marketing has the ability to transition from the home to the DOOH environment and enable a continuous marketing link for advertisers. It is possible
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for digital signage to be connected to mobile technology, providing a full marketing loop with on-site Bluetooth mobile delivery. Real-time metrics allow for intuitive spending of advertising dollars and fulfillment of consumers’ needs as their demographic profile is clarified. Using these consumer profiles in mobile-based proximity marketing can boost metrics for marketers and advertisers, and they can use their real-time results to better plan and execute further digital signage rollouts. Proximity marketing can be up to 100 times cheaper than traditional advertising, and it’s considered one of the most effective ways to capitalize on new technology. Digital sign prices are already decreasing, which indicates that they will be used in smaller locales in addition to the prominent venues where they’re already featured. Spotted in airports, banks and
Digital signage can be joined with multichannel marketing to form a power pair. Some may wonder how DOOH marketplace signage can be such a natural fit for mobile-TV fusion, but, from a signage perspective, a muted TV is basically a form of digital signage.
malls, digital signage is able to cultivate higher revenues as the technology and its applications are better understood.
Widening the Net for Optimal Results Metrics are the key to success in advanced proximity marketing—not just using digital signage in multichannel communication. Marketers can access realtime data when digital signage is utilized in DOOH environments, making it easy to change an offer, alter signage or double the deals with a positive consumer response. Digital-sign communication is fast, but with real-time metrics, marketers need to be fast, too. Examining metrics and tweaking campaigns as necessary will provide the results advertisers expect and should be able to create with multichannel campaigns. Marketers should not discard traditional efforts when combining DOOH marketing initiatives, such as digital signage and mobile. With proximity marketing, a clear consumer profile can be created, meaning all static marketing attempts gain a more accurate focus. Real-time data provided by proximity marketing continues to strengthen and support existing demographics, with campaign plans incorporating multichannel efforts for the widest reach in marketing today. Digital signage provides links to other leading-edge marketing applications, from 2-D bar code campaigns to the multichannel movement. Marketers need to be well versed in all applications to best take advantage of the growing signage market. “Closing the loop” means that advertisers can benefit from better targeted campaigns that easily move from home to DOOH environments. Connecting marketing channels provides a seamless experience for consumers and a profitable campaign strategy for advertisers. There’s no reason for marketers not to experiment with the fluid medium of digital signage. SSM Alex Romanov is the president and CEO of iSIGN Media and can be reached at alex@isignmedia.com.
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Nine towering panels filled with interactive media and artifacts reveal the past, present and possibilities of the University of Oregon experience.
Connecting Ducks the
Through innovative uses of
digital signage, University of Oregon
inspires visitors by celebrating alumni
BY SHERLEEN MAHONEY
S
ituated by the main entrance of the University of Oregon, the Ford Alumni Center serves as the gateway to the university. It is the gathering place and first stop for anyone who visits the campus, and as such, it provides prospective students and their families, returning alumni, visitors, and function and event attendees with their first impression of the school. With its high-profile stature and
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broad visitor base, the alumni association had a dream of building a new alumni center that welcomes everyone to the university and shows off the school’s culture by integrating high-tech media with artistic design. To do this, they partnered with Second Story, an interactive media and experience firm. “We have a lot of experience creating diverse interactive experiences that marry great storytelling with
innovative technology, great design and powerful back-ends with content management systems,� said Brad Johnson, co-founder and creative director of Second Story. An eclectic team of architects, designers, developers, content strategists and producers worked closely with university staff to create the 2,000-square-foot space, which opened June 10. It was transformed
into a visually stunning epicenter that reflects the beauty of the outdoors with the generous use of golden-colored Douglas fir, nature-inspired artwork and hanging bubble light fixtures. Juxtaposed with this organic space are large-scale, high-tech media installations that capture the university’s past, present and future. The Ford Alumni Center showcases nine floor-to-ceiling Oregon Cascades, interactive media and memorabilia towers that define the university experience; the Alumni Table, a touch-screen directory with information on every alumnus in the school’s history; and the Entry Wall, which recognizes individuals who donate to the university by shining their names in lights. “Second Story conceived of each installation in response to active, collaborative interchange with great clients that had vision, well-articulated goals and objectives, and the ability to push us in ways that helped both teams go beyond what where we first imagined,” Johnson said.
Nature and Technology Merge Each of the nine 16-feet cascades cycles through five themes: LEARN (Academics), COMPETE (Athletics), LIVE (Student Life), EXPLORE (Campus and Community) and HONOR (Notable Ducks). Six of the Cascades are interactive and touch sensitive and offer the themes on
demand. These Cascades are essentially four 46-inch LCD monitors that are stacked on top of each other. Designed to capture the rhythm of water, the content flows down the Cascades like a waterfall, telling the university’s story through videos, images, slideshows, text and infographics. The user experience is similar to clicking and scrolling through content on an iPhone or iPad. Three Cascades hold artifacts and memorabilia from the university’s history and celebrate alumni achievements. Some artifacts include an original letterman sweater
from the 1950s; a replica of “One Flew Over the Cuckoo’s Nest,” because author Ken Kesey was a university professor; and transistors, as Walter Brattain, the inventor of the transistor, received his master’s degree at the university. The Cascades sit on a built-in floor and ceiling track system, allowing them to be repositioned easily. Three interactive Cascades can be aligned to form one large display, a configuration fittingly called “The Voltron.” The content is managed by a powerful, custom content management system that offers flexibility. Administrators can log into the system through the intranet and modify content as needed. They have various templates to choose from and can upload and crop images, add videos, create slideshows and add whole sections to the themes. “We knew early on we wanted a kind of fluid, liquid ‘story stream’ engine that could serve diverse combinations of
At once artistic, commemorative, and informational, this interactive table playfully recognizes every individual alumnus of the university.
Digital Signage Technology for Today’s Applications
interconnected media elements where each visitor could get what they want and steer their narratives in ways that reflected their interests,” Johnson said. “We imagined visitors at a distance being drawn in by the scale and presence of the displays and the diversity of content seen within them. As they become ever more engaged, the story streams take shape and the narratives get more personalized with their interaction.”
Building Community The interactive Alumni Table holds the university’s heritage. Every graduate in the school’s history—all 240,000 of them—can be retrieved using the directory. The table measures the same length of the Cascades but is positioned horizontally, and it is constructed from the same Douglas fir that is featured warmly throughout the building. When a visitor touches the UO icon on one of the four 46-inch multitouch-cell LCDs that make up the table, an interface can search for every Duck by school, class, name or activity. The search results provide each alumnus’ name, school, major, class and activities, as well as a favorite quote or message. “What’s interesting and unexpected is a lot of people come to the table in small groups, whether they are families or a group of alums, and it becomes a fun, interactive group experience,” said Heather Daniel, a producer at Second Story and a University of Oregon alumnus. “There are a lot of alumni directories out there, but the presentation and engagement we’ve created is very unique.” September/October 2011
19
The “floating” Entry Wall stands 14.5 feet wide by 7.5 feet high. Eighteen 50inch LED signage displays are seamlessly embedded in a scattered arrangement within the honey-colored Douglas fir slats and cycle the names of all alumni who donate money to the university every year in a warm glow. On the surface of some of the slats, the names of individuals and organizations, whose major contributions made the Ford Alumni Center a reality, are permanently laser etched. Two 46-inch LCDs on the Entry Wall broadcast the day’s campus events. The data is automatically fed from the university’s event database, but an override mode allows the staff to display custom messages for special events. An interactive display informs visitors about the building’s current energy consumption and efficiency as well as building-specific events information (although this portion was not designed by Second Story). “We thought about how to engage different group sizes, different ages and knowledge levels, and people that were more apt for interaction as well as those that weren’t,” Johnson said. “We considered the needs of the university over time, and the people who would maintain such a system. We designed the hardware and housings to be extensible in the future so that they could accommodate change.” “Second Story listened, gathering critical information and developed a platform which delivered this information to our audiences in an intuitive and innovative way,” said Uri Farkas, associate executive director of the University of Oregon Alumni Association. “Having a UO alum as the lead producer on the project added a special touch to an already amazing partnership.”
Overcoming Challenges The media Cascades require huge amounts of relevant and interesting content. And as Johnson recalls, gathering content was a huge challenge—especially when so many different departments and stakeholders were involved. But with the help of a producer, a content strategist and a point person at the university, gigabytes of content was identified, created, gathered and ultimately transformed into the media that exists at the Ford Alumni Center today. An ongoing challenge has been the amount of sunlight that shines on the interactive touch tables. The sundrenched atrium overpowers the multi-
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Through this unique, electronic, wooden wall, visitors can discover campus events, buildingspecific information, and the names of alumni whose generosity helps fuel the vitality of the university.
“The vision of the Ford Alumni Center was to provide a central gathering point of connection for our alumni, our university community and the community at-large.” touch table at certain times of the day. Although Second Story staff went to great lengths to calibrate the sensitivity and modify the interface to account for cruder inputs resulting from solarpowered sensor confusion, the problem endures. They are now looking at sunlight mitigation strategies. According to Johnson, this is an unfortunate but common challenge where clients crave both electronic displays and lots of ambient light.
A Welcoming Space While most university alumni centers don’t receive this kind of treatment, the University of Oregon is dedicated to attracting prospective students and encouraging fund raising by celebrating the alumni. “The vision of the Ford Alumni Center was to provide a central gathering point
of connection for our alumni, our university community and the community at-large. The facility is doing that and much more,” said Tim Clevenger, executive director of the alumni association. “So far the reaction has been incredible,” Farkas said. “We see the reaction instantly in the eyes of potential students visiting campus for the first time and alumni returning after spending decades away. The technologies allow for exploration of the UO and also a trip down memory lane in a unique and interactive format. We see the work by Second Story as the ‘center of cool’ in an already wonderful facility.” Sherleen Mahoney is the co-founder of Mighty Pen Media and a writer and editor for Signage Solutions.
First Ever Touch Enabled Dual-Sided ePoster Displays Side A - Touch Enabled Side B - Static
6.4'
Twice the impact, Twice the WOW! ViewSonic introduces the first dual-sided ePoster display for twice the signage potential and twice the impact. These sleek, high definition digital posters deliver impactful interactive POS signage and video advertisements ideal for retail, hospitality, transportation and more. The 55" EP5555T dual-sided display has a 55" screen that is touch enabled on one side, brilliant 1080x1920 static image on the other. For those needing a single-sided interactive display, there’s the 55" EP5502T with touch. No need for touch? Check out the dual-sided 46" or 55" displays. No matter your need, ViewSonic has the digital signage solution.
See all the Digital Signage Solutions at www.viewsonic.com/eposter ViewSonic.com/social
Corporate names and trademarks stated herein are the property of their respective companies. Copyright © 2011 ViewSonic Corporation. All rights reserved. [15783-00B-08/11]
By Perry Goldstein
The life of the
lowly, small-screen monitor
MISUNDERSTOOD AND FORGOTTEN Another day; another tradeshow. On the floor of any tradeshow, you are guaranteed to be overwhelmed by giant-screen monitors. The 152-inch plasma is always a wonder to behold, including the self-operating hydraulic lift that sets it into place. And don’t forget the walls of panels that make screens larger than a house.
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Every year it seems like the screens get bigger and bigger. Remember when a 21-inch screen was considered huge? There is one aspect of digital signage that has been almost completely forgotten: the small screen. It seems as if the digital signage world is so focused on large-screen displays and their multitasking messaging that the little guy just can’t get any respect. In the long run though, small screens will return and be favored for their practical business uses.
Small is Sensible How many times has a meeting been interrupted by someone barging in looking for an empty conference room? Businesses today are asking for simple small monitors designed to be mounted outside conference rooms and interfaced with a calendar management program to inform others whether the room is empty. They are not interested in large displays that feature fancy stock ticker crawls, weather, the latest news updates or a two-way touch calendar. They just want a display that can read “On the air” or “Do not enter or you will be required to stay and participate in this meeting.” Another application for small-screen signs lies
in retail stores. Shelf space is limited. Think of how many boxes of Lucky Charms fit into the space a 152-inch plasma monitor occupies. All that is needed is a 10- to 20-inch screen running product advertisements. Video is a powerful selling tool.
The Practical Approach
When looking at ways you can implement digital signage at your business, whether it’s in a retail environment or a campus setting, don’t forget the small screens; they have such sensitive feelings.
Business owners, as you think of adding digital signage to your operation, don’t just think big; think practical. While the 55-inch screen in the front of your restaurant announces today’s special of almond-encrusted fresh Tilapia flown in fresh from the South China Sea, a 10-inch digital sign at the table running a slideshow of specialty drinks and fabulous desserts is the best salesperson you could employ. When looking at ways you can implement digital signage at your business, whether it’s in a retail environment or a campus setting, don’t forget the small screens; they have such sensitive feelings. SSM Perry Goldstein is an AV and electronics industry veteran and can be reached at perry.goldstein@gmail.com
Free iPhone or iPad "App" with direct link to Signage Solutions magazine digital issues. From iPhone or iPad browser, type in the link below with access code #1057
September/October 2011
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Get Out!
Not All Digital Signage Flat Panels Are Created Equal Outdoor Digital Signage Can Attract a Whole New Customer Base By Ryan Moodley You’d be hard pressed these days to enter any mall, fast-food restaurant, multiplex movie theater, restaurant/bar, home improvement store, or even museum and not encounter some sort of digital signage. Everything from menu boards to digitally looped videos. The digital signage market is one of the few markets that, even in this see-saw economy, is continuing to grow. And that’s one of the reasons you are reading this publication, correct? From retrofitting convention centers to constructing new houses of worship, digital signage is being utilized by businesses and community centers more and more every day. Why? Businesses are quickly discovering that digital signage is an investment that
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gives a bigger and better return than a lot of other advertising channels. You and your customers are able to program content to run for certain periods of the day so that it can be extremely effective with reaching the target audience. The most amazing part is that updates and changes can be made in real time, simply and at no extra cost. Just like any other market, digital signage, still in its relative infancy, is continuing to grow and morph with the times. Nowadays, basic indoor digital signage is relatively easy to understand and install. Find the right-sized flat panel, select the appropriate mount, figure out if the video signal will be coming from another location or directly from a computer or media player mounted to the back of the mount, run the cable (if
Will the unit have to endure extreme cold or hot temperatures?
large and small, that are using, or should be using, digital signage, to keep people entertained while they are waiting in line? It’s all about keeping the customer happy, amused and informed. After your (potential) customer realizes the benefits, ultimately, their first question will be, “What would this cost me?” Your response should inevitably be, “Well, you need to spend a little to make a lot.” Then explain to them, depending on the scope of the probable job at hand, that just like any other type of electronics, as technology increases year after year, new, less expensive yet still high-quality units continue to enter the market, so the product cost is more reasonable and affordable than it’s ever been. So, depending on a customer’s budget, most anyone who can already afford to utilize indoor digital
signage can seriously consider, if their business can benefit from it, adding outdoor digital signage in order to lure prospective customers inside, or to keep the customers on the patio entertained so they don’t leave. Usually, outdoor digital signage projects are not as large as indoors since fewer units are usually required. Many times, a business needs no more than just one or two. OK, you have them on the hook, and now you want to offer them a plan. There are many considerations to think about when deciding how and where to install outdoor flat panels. In most cases, outdoor digital signage must endure all different weather conditions, such as rain, snow, humidity, dust/dirt, and even insects, especially if they don’t have the benefit of being protected from the elements,
necessary) and go. Of course when you start getting into video walls and the like, it tends to get a little trickier. But, how about outdoor flat-panel digital signage? Where do you get started? Is it cost effective? Do your clients even know what they are missing out on by not utilizing it? And what about the weather? It gets a little more complicated when Mother Nature, as unpredictable as She can be, also has to be accounted for. Simply installing a flat panel underneath a building’s eave or dropping it into a self-made cabinet may not just void the warranty on the unit itself, but also create fire hazard and security risks. If you are lucky enough for the unit to survive the elements and devious teenagers, your customer may not be getting the full use of the outdoor digital signage that they were expecting anyway. The first question to ask is do YOU think a customer can benefit from outdoor digital signage? If so, then it is your job to educate them as to why this may be the case. You want your customers to be able to market to the people that are driving and walking by. Your want to catch their eye. You want them to stop and you want them to know more about the company or product, or simply to look at a menu to see what they have to offer. It’s as simple as telling your customer it’s Marketing 101: the more people that know about your business, the better opportunity you have to get them as customers. And, hopefully, as repeat customers. And how about those robust customers you already have or have been lobbying to get, such as at amusement and water parks, both Digital Signage Technology for Today’s Applications
September/October 2011
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By incorporating outdoor digital signage, a business is not limited to how and where they can use digital signage
such as being installed underneath a patio. Also, will the unit be placed in direct sunlight where constant glare and, ultimately, UV damage to the screen itself may occur? Will the unit have to endure extreme cold or hot temperatures? Will it be a portable or fixed install (can the digital signage and mount be moved inside when the business day is over)? These are just some of the reasons to consider utilizing flat panels designed specifically for the elements. Outdoor flat panels, such as models marketed by Pantel, offer anti-reflective glass, casings that keep rain, snow, dirt, dust, and insects out, integrated heating and cooling systems that regulate the internal temperature of the unit within optimal operating parameters no matter what the external temperature is, and a
photo cell that automatically adjusts the LCD's light level depending on the sun's position and strength, ensuring customers can easily read the screen throughout the day. By incorporating outdoor digital signage, a business is not limited to how and where they can use digital signage applications to help entertain, inform, or attract their customers, as well as to help their business grow at the same time. Sure, these units cost a little more up front than your run-of-the-mill flatpanel LCD, but in the long run they will last much longer out in the elements and, thus, save you and your clients much needed funds and time. SSM Ryan Moodley is national accounts manager for Pantel Corp. He can be reached at ryan@ pantelcorp.com.
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magazine
INNOVATIVE TECHNOLOGIES INCREASE IMPACT AND EFFECTIVENESS OF DIGITAL SIGNAGE SYSTEMS
BEYOND THE SINGLE DISPLAY BY JEFF GREENBERG
Digital signage is having a significant impact on audiences in a wide variety of venues. But today, that impact is generally delivered one screen at a time. To increase the magnitude of the impact, companies should consider using multiple displays in a coordinated fashion to provide content delivery in a controlled-distribution manner throughout a facility.
Dedicated Monitors Since the inception of digital signage, the standard deployment configuration has consisted of a tightly coupled display device and a media player. The media player was, and still is, an ordinary PC running custom software that typically receives instructions and content updates over a network and presents the content on the display device. The display device is typically a flat-panel display, but one that can be deployed using any display technology. The display is connected to the player using a VGA, DVI, HDMI or DisplayPort cable. The use of these AV cables limits the distance between the player and display to a couple of meters, unless an extender is used. This doesn’t create a problem in the tightly coupled model since many vendors provide ultra-small mini ITX form factor PCs that can easily be mounted on the back of the display. Alternatively, vendors like NEC and Samsung offer displays with embedded PCs that simplify installation while reducing cable clutter.
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Replicated Monitors The second level of sophistication employs a single PC to drive multiple monitors. As a direct evolution to individual monitors, replicated monitors provide the ability to deliver the same message simultaneously to single monitors distributed throughout a facility. This creates greater ROI on the content investment and number of impressions, but is still often limited to the same content segments delivered in the same manner in the same sequence. Replicated monitors can be configured using splitters or by some media players that include multiple AV outputs. Replicated monitors are a better solution than individually dedicated monitors since they deliver content to multiple locations and reduce total cost since fewer players are needed. But they are still limited to about 2 meters unless extenders are used.
Controlled Content Recent innovations provide the ability to dynamically determine which content to deliver to the display from a locally stored library. The decision can be made automatically by various types of sensors, such as Intel’s Audience Impressions Metric suite (formerly Cognovision). Using image processing, these types of systems can determine the approximate age, gender and size of the audience, and use that information to deliver the most appropriate content for that audience.
Alternatively, the audience can directly determine the content it views through the use of gesture recognition systems, such as GestureTek or Microsoft Kinect, or touch-screen technology on devices as simple as a tablet PC. This provides a more interactive experience and can enable the audience to navigate to topics of specific interest, but it requires some level of custom integration.
Monitor Sequences Imagine walking down a hall or through a shopping center and seeing display devices spaced every 10 feet. Instead of showing identical content, these displays could be configured to sequentially build on each other, telling a story that develops as you move from display to display or place to place through a facility. The content sequence can be designed to give the targeted audiences a bigger picture as they continue to walk, provided a set of varied reinforcing impressions, or even entice the audience toward a specific destination. The result of this approach can be prolonged content exposure for improved message retention or delivery of the audience to specific locations. Coordinated content like this requires a system that can synchronize content to multiple delivery points distributed over distances beyond the reach of VGA, DVI, HDMI or
T3, an independent advertising agency with offices in Austin, New York and San Francisco, implemented a video wall to display their digital expertise to clients and other visitors.
DisplayPort cables. This can be accomplished through the use of extenders or by delivering command and/or content via a longer distance, readily available infrastructure, such as an IP network. IP has the advantage of being very low cost due to its commodity status. Also, the skills and tools for deployment are readily available and a plethora of products exist to provide a variety of physical and logical routing options. It is important to note that the use of an IP network enables the decoupling of the content from the displays. Instead, with an IP network it is possible to centrally store, coordinate and control content delivery, providing increased flexibility for the design and implementation of the audience experience.
Video Walls A rapidly emerging trend in digital signage is the use of video walls. Once considered too complex and costly for many applications, new breakthrough technologies mean video walls are now practical for a wide variety of uses, including digital signage. Video walls provide the ability to display content in extremely large sizes and resolution by spanning content across a set of “tiled” display devices. In addition, video walls can provide a high level of flexibility for combining multiple content components into a coordinated visual experience. This can include synchronization of multiple simultaneous components, combining components on the fly to provide customized experiences, and using transparency and overlays to dynamically composite multiple components into an integrated message. Today, there are software-based video wall systems, such as Hiperwall, that are hardware
agnostic, requiring only ordinary PCs, monitors and a local area network. These softwarebased systems eliminate the need for complex and expensive pieces of hardware, such as video processors, matrix switches, scalers and extenders, making video walls a practical solution for many applications. These video walls can display still images, pre-recorded videos, and live video and application feeds, giving content designers a high level of flexibility for quickly and efficiently developing and integrating content components into a comprehensive audience experience.
Distributed Visualization The ultimate level of flexibility can be achieved by combing monitor sequences, video walls and control systems into an integrated distributed visualization system. Such a system can easily adapt to the audience, delivering optimal content to the optimal location at the optimal time to influence the audience decision process. This fully integrated system can deliver content to a single point or multiple points with different display technologies, display sizes and display resolutions throughout a facility, including flatpanel monitors, projectors and video walls. Furthermore, the content being displayed at each and every delivery point can be actively controlled by automated sensing systems or audience input. It is even possible to deliver content based on contextual information, making it possible to promote, for example, umbrellas on rainy days or team sportswear on game days. A system with physically dispersed displays also provides the ability to sustain contact with the audience at multiple locations throughout the facility. This sustained contact can be
Digital Signage Technology for Today’s Applications
used to deliver reinforcing messages, lead the audience to intended destinations or engage the audience in sustained interactive experiences. The result is a comprehensive visual experience that can reach consumers at all conceivable locations, helping to enhance the overall audience experience. Modular Standards-based Architecture The capabilities described here are best achieved by completely decoupling the media players from the display devices and migrating toward a modular architecture that provides the flexibility to deliver content from any source to any display at any time as controlled by various types of automated and user input. This modular approach makes it easy to integrate new content, control and display technologies as they become available, extending the useful life of existing investments while providing the flexibility to deploy new technologies. Today, many of these technologies are migrating toward an IP infrastructure. Since IP is already well established in the IT world, there is a wide variety of products and tools available to build an IP infrastructure that offers an optimum combination of low cost, deployment flexibility and physical reach. In addition, IP is becoming a standard for many AV applications, enabling a common infrastructure that further reduces costs and enhances interoperability.
Evolution Marches Forward Digital signage started as a single monitor connected to a media player to deliver messaging to a single point of contact. Today’s technology makes it possible to deliver multiple messages throughout a facility or to locations around the world. These messages can be completely preprogrammed or dynamically synthesized by a smart system that combines components on the fly to deliver messaging that is tailored to the specific audience, location, time and context. Successful deployment of these capabilities is enhanced by the use of modular technologies that eliminate the use of tight coupling and rely on an IP infrastructure that can reduce cost, extend reach, and increase interoperability and flexibility. SSM Jeff Greenberg is CEO of Hiperwall. Greenberg has more than 25 years of experience in various high-tech fields and more than 10 years of experience in the AV segment. In his spare time he teaches entrepreneurship and has been published in tech and business publications, such as PC Magazine and US News and World Report. Jeff can be reached at jgreenberg@hiperwall.com September/October 2011
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Signage Solutions
Products Signage Solutions & Products Digital signage products and solutions for today’s applications
Digital signage products and solutions, along with the technology which operates them, make the industry what it is today. Every issue of Signage Solutions Magazine features new products and solutions contributed by their respective companies. Please take time to review the products and see the full descriptions on our web site at www.signagesolutionsmag.com Flexible Digital KVM-over-IP Extension and Switching Options Use an existing network to extend high-resolution digital video, virtually any distance with Black Box’s ServSwitch™ Agility . It extends DVI, USB, and audio signals over IP, with maximum range determined by the network and the number of switches in it. But it’s more than a KVM over IP extender: It can be also be used as a digital signage extender. In addition to standard point-to-point KVM communications, the Agility supports multicasting of video and audio over an IP network, as well as turning an entire network into a KVM switch. From the Agility receiver, you can change channels to switch DVI, audio, and USB connections to any equipped destination on the network. It also supports single-target sharing, where multiple users share a single remote computer. www.blackbox.com/go/ServSwitchAgility
Wireless Content Delivery Getting digital signage content from the creator to the display device or digital sign in an outdoor signage environment can be a challenge. Meeting this challenge are wireless networking solutions that have been specifically designed for the harsh environmental conditions demanded by this application. Industrial wireless Ethernet solutions running at 900Mhz have more digital signage installations than any other wireless technology deployed today. www.avalanwireless.com
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Digital In-Store Display The AVTEQ ShowStation holds 27" to 52" single or back-to-back displays and is ideal for accenting in-store displays. The ShowStation has been designed to perfectly straddle pallets, endcaps or merchandise floorstacks. Integrated universal LCD/ plasma mount and power strip are included, along with f our 4" casters for mobility (two locking). 100% solid steel construction is powder coated with custom colors. www.avteq.net
Signage Solutions
Products
Outdoor Digital Menu Board Enclosure ViewStation by ITSENCLOSURES has expanded their QSR line to include a digital menu board enclosure that will hold three displays within one enclosure. The product line accommodates 46” high bright LCDs in single, dual and triple screen configurations. Rated to withstand direct sunlight and a temperature range of -40 to 120 F, the enclosures are designed to run 24/7 in mission critical applications. www.viewstation.com
Stainless Steel Kiosk Comark features a polished stainless steel 304 enclosure, Nema 4x (Wash down). Kiosk has DST Touch screen 47” (1920 x 1080), 450NIT LCD, dual stereo speakers with ambient sound detection, Movi Camera with echo canceling microphone. Options include: Pedestal or Wall mount, Security Camera, Branding, Media Player options (Intel i5 processing), CarouSell, way-finding, advertising software. www.comarkcorp.com
High Brightness Signage Display 46” Full HD Display with 1500 nit brightness, making it ideal for installations in areas of high ambient brightness. Requires a thermally conditioned enclosure for outdoor applications. With an ambient light sensor, the unit can automatically adjust the screen brightness levels to save power wherever possible. www.usa.philips.com Digital Signage Technology for Today’s Applications
Multiple Platform Content Delivery Appliance A new appliance is available for content delivery across a variety of connectivity methods to serve the DOOH, signage and Digital Cinema markets. This new appliance is compatible with Satellite, Wired Terrestrial and Wireless/Cellular technologies. It performs exceptionally well in Satellite Broadcast and Cellular Return Hybrid Networks. In addition to the multiple method connectivity options, the unit is also equipped with 802.11 technology for delivering files and streaming content to wireless devices such as large video displays, Smart Phones, tablets, etc. www.microspace.com/digital-signage September/October 2011
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Signage Solutions Products
Flexible Digital LED Display NanoLumens is a flexible digital LED display that can be curved in convex or concave formations, flexed around walls and wrapped around large columns. The screen is lightweight and thin, with the 112” weighing less than 90lbs, which means it can be hung simply from ceilings, with very little infrastructure. These displays are designed for both indoor and outdoor use, and are able to be custom manufactured to any size or shape. www.nanolumens.com
HDMI 1x4 Cat5e/6 Distribution Hub The HDMI 1x4 Cat5e/6 Distribution Hub (500420) allows one HDMI source to be distributed to up to four HDMI displays via two Cat5e/6 cables. At 1080p/8-bit resolution, the hub supports up to 150 ft (46m) via Cat5e cable on either side of the hub. Cascadable for larger applications. www.muxlab.com
LED Information Kiosk/Wall Display The Trans-Lux TL InfoVision LED Information Kiosk/Wall Display System combines LED displays and a back-lit advertising panel into an integrated kiosk or wall display. The system can receive live data feeds, or cycle multiple pages of information. A single line information display can scroll messages or display time and date. www.trans-lux.com
Live HD In and Out Upgraded E Series Displays NEC’s improved E Series displays, ranging from 32- to 55-inches, offer commercial-grade affordability to digital signage users in education, corporate lobbies, conference rooms, retail stores and health clubs. Featuring RS-232C control, B-DID panel with 3-year warranty and up to full HD resolution, E Series displays deliver stunning visual impact. www.necdisplay.com
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Signage Solutions Products Small Public View Ceiling Mount The SCM50 by OmniMount offers installers a quick-adjust, quick-install ceiling mount solution for small TVs and monitors used in public viewing and security applications. The SCM50 fits TVs up to 37” and 50 pounds and is ideal for installers that need a lightweight, low-cost solution. It’s the first of its kind to come equipped with a quick-adjust lever for tool-less height adjustment (up to 12”) and is sold as a complete solution with a low profile ceiling plate and security hardware. www.omnimountpro.com Edge LED Public Information Display 55” Full HD Display with Edge LED backlight reduces overall power consumption and also offers a true, uniform color range. With a slim bezel, the display can be installed in to a video wall of up to 25 displays in a 5 x 5 configuration, and the Smart Insert in the rear cover allows simple implementation of a small form factor PC. www.usa.philips.com
Video Wall Solution The new SAL-MPDP60C2 is a virtually seamless display solution with a seam gap or mullion of 1.4 mm, 600Hz Sub Field driving for superior picture quality and fast response time, an enhanced Image Sticking Compensation system, and HD image quality. The high resolution SALMPDP60C2 can be mounted in landscape or portrait mode for limitless size and resolution configurations. www.salitek.net
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55” Digital Signboard with Interactive Touch ViewSonic’s new 55” interactive ePoster comes with its vivid full HD graphics and video images and 4K x 4K interactive touch interface. Designed for “way-finding”, retail advertising, and graphic navigation, ViewSonic’s eP5502T digital Poster is the perfect free-standing interactive solution. Easily configuration and deployment is achieved through its versatile connectivity and common Windows USB “touch” interface. ViewSonic’s ePosters can easily be connected to a LAN or WAN environment by adding a network media player. www.viewsonic.com
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Signage Solutions Products
55-inch LCD Display The LDT551V has a sleek aluminum bezel frame for a stylish, modern look. It streamlines installation and reduces the number of necessary components with two built-in 10-watt speakers for on-the-fly audio. Connectivity options include DisplayPort™ for clear, crisp video and audio transmission over a single cable and RJ45 LAN support, so a connected monitor can be controlled from remote locations over a network. www.mitsubishi-presentations.com/LDT551V
Signage Display with Multi Touch Functionality 42” Full HD display with optical touch screen. Supports multi-touch applications for increased user interaction. Smart Insert in the rear cover allows for simple implementation of a small form factor PC. Fully controllable on a network via a RS232 cable. www.usa.philips.com
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Interactive Wayfinding 'Green' Digital Signage Player The Noventri Eco-Series SF-100e is a ‘green’, non-PC-based digital signage player. Using less than four watts of power per screen, this Eco-Series Player keeps energy consumption minimal. Since it a non-PC technology, it requires no maintenance, is easy to install and eliminates excessive wires, unsightly boxes and ventilation worries. No extenders or receivers required, lowering installation complexity. Runs on your pre-existing network and also accepts USB sneakernet updates. High definition output (resolutions up to 1920x1200). All aluminum construction. www.noventri.com
Digital Signage Software RoninCast® is a cloud-based network management and content management software platform. It gives clients the power to deliver and manage marketing and advertising campaigns with the touch of a button, providing full and immediate control of messaging. Monitor results and make changes instantly. Manage multiple installations from one location. Through dynamic data integration, RoninCast is leveraged to create result oriented digital signage solutions that integrate with client data sources, mobile apps, web apps and social media. www.wirelessronin.com
Signage Solutions
HD Video Distribution The new ZvBox 180 converts the output of a digital signage player to an HD digital cable channel and broadcasts it over coax to unlimited displays. No receiver or set-top box is needed at the display. 1080i/60fps video output for outstanding video quality and smooth scrolling text. Rack mountable, front panel configuration, 1 year warranty. www.zeevee.com
Zero Bezel, Modular PDP Video Wall Solution The new Orion OPM4260 has a tighter seam gap or mullion at 1.9 mm pixel to pixel, an enhanced Burn-in Compensation system, an RJ-45 port to allow control over a network via Ethernet, a 10-bit processor, and lighter overall weight for easer handling during permanent and temporary installations. www.salitek.net
Products
Interactive, Multi-Touch Experience for Mini-Kiosks Touch Revolution's NIMble™ products offer highly-responsive, embedded multi-touch solutions for a range sizes and applications. Each model features an elegant industrial design and advanced projected capacitive (P-Cap) technology. NIMble runs open-source Android OS, and offers support for barcode scanners, receipt printers, magnetic card readers and other peripherals. www.touchrev.com
Professional Outdoor LCD Displays The LFP30-Series Professional LCD Displays are dustproof and water resistant to IP66 standards, creating an ideal signage solution for outdoor locations. The LFP30-Series’ aluminum cabinet provides corrosion-resistance 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. The LFP30-Series will be available in October 2011 as the 42-inch TH-42LFP30W and the 47-inch TH47LFP30W. www.panasonic.net/proplasma
Digital Signage Technology for Today’s Applications
September/October 2011
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Signage Solutions Products
Video Communication Platform Large Flat Panel Digital Signage Mount The Video Mount Products FP-LDSB cross platform large digital signage flat panel mount can hold large (32in. – 63in.) and heavy (up to 180 lbs.) flat panels in portrait or landscape configurations either in single use or within a multi-unit video wall. The FP-LDSB has an adjustable tilt of -5 degrees to +15 degrees in lockable 5 degree increments. A sectional wall plate can be integrated with multiple FP-LDSB to create a video wall, and the mount has a shallow profile of only 2.5 inches from the wall (2.6 inches with rail extensions). The FP-LDSB comes in a black powder coat finish. www.videomount.com
Digital Communications Management Four Winds Interactive (FWi) provides a software platform for developing, deploying and managing digital communications networks on digital signs, interactive kiosks, web and mobile devices. FWi’s solution makes it possible to quickly and easily create dynamic messages to inform, educate and motivate your audiences through a single solution that supports all of your digital communications applications. www.fourwindsinteractive.com
Advertiser Index CHIEF www.chiefmfg.com ...........................................................................................................................................Back Cover CUSTOMER ENGAGEMENT TECHNOLOGY WORLD www.cetworld.com .............................................................................. 35 DIGITAL SIGNAGE EXPO www.DSE2012.com ........................................................................................................................... 33 IAVI www.iavi.com/digital-signage............................................................................................................................................... 27 MICROSPACE www.microspace.com.......................................................................................................................................... 25 MITSUBISHI www.mitsubishi-presentations.com ............................................................................................ Inside Front Cover NEC DISPLAYS www.necdisplay.com ........................................................................................................................................ 3 PEERLESS MOUNTS www.peerlessmounts.com ..................................................................................................................... 15 PRYSM www.prysom.com/solutions............................................................................................................................................. 9 SAMSUNG www.samsung.com ................................................................................................................................................... 7 TRANSLUX www.trans-lux.com................................................................................................................................................... 16 VIEWSONIC www.viewsonic.com/ssm ...................................................................................................................................... 21 VIEWSTATIOIN www.viewsatation.com........................................................................................................................................ 13
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By The Way
Failure to Launch
by Jim Nista
How 7-Eleven’s Foursquare campaign failed to engage customers This article was originally written in June, one week into the 7-Eleven “Check-into-Space” promotion was posted at the-123.com, a blog run by Jim Nista. Nista has since updated this article as the campaign has ended.
I
n early June a morning radio spot instantly caught my attention. The ad told me to check-in on Foursquare. “Social media on the radio?” I thought. I’m by no means a Foursquare super-user, but my wife and I compete against each other and friends to out-nerd one another. In fact, I’m CEO of Insteo, and I’m not even the mayor of my own office. (But I typically work more hours than anyone!) Regardless, there are people far more into Foursquare than I am. The radio spot was for the 7-Eleven and Super 8 “Check-into-Space” Foursquare campaign,
The true power of combining social, local and mobile on digital signage is earning the customer’s attention and interaction.
Digital Signage Technology for Today’s Applications
which awarded prizes, including free movie tickets, trips on a Zero-Gravity airplane and a grand prize sub-orbital trip to space. Social media and space trips—that gets me out of bed in the morning. So I checked out the microsite for the promotion (which has since been turned off). When this article was originally posted, one week into the promotion, they were less than 15,000 check-ins nationally. The grand prize kicked in at 888,888 check-ins, a target to hit by June 30 when the promo ended. Maybe it was a smart scheme, and they didn’t want to award the grand prize. Or maybe you shouldn’t promote a Foursquare campaign on radio. A Swing and a Miss Before writing this I visited a few 7-Elevens in the Los Angeles area, just to see why the campaign appeared to be under-performing. I couldn’t find any point of sale graphics. 7-Eleven has an excellent digital signage network in many locations, including one a block away from my office in downtown Long Beach. I certainly didn’t linger, but for the times I visited the store during the promotion I did not see call-to-action messaging on their digital signage. When the promotion ended on June 30, the microsite was reporting an average of 2,800 check-ins per day. There are more than 8,200 7-Eleven locations in the United States, where the campaign ran. To award the top prize, they only needed to average three to four check-ins per location each day. It seems like child’s play to generate that. With Insteo’s digital signage, we use the Foursquare API to capture
September/October 2011
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Signage Solutions
By The Way
content, which we display in bars, nightclubs and restaurants. Any one of these locations drives a few dozen check-ins on a popular night. And yet the locations don’t give away prizes worth a few hundred thousand dollars to encourage check-ins. Often the joy of seeing your face pop up on the digital sign is enough to get people to interact. Unfortunately for the 7-Eleven promotion, the 2,800 check-ins per day meant they averaged one interaction every three days across the 8,200 locations. That just seems so low. Of the hundreds of people who visit the store every day, they could only get one check-in every three days? The marketing professionals behind this campaign expected better—the microsite showed live check-ins and had a counter that goes to 999,999. Since the campaign never took off, people might suspect that Foursquare isn’t ready to deliver this many impressions. That’s bogus. How it’s Done Right Here’s the real problem: 7-Eleven didn’t promote its social media campaign at the point of impact. I’m not sure if 7-Eleven’s digital signage network can dial-in unique local content. If so, they could have used any one of the great Foursquare apps provided by one of the social-local-mobile companies out there. There are excellent live Foursquare visualizations from a number of companies, such as Locamoda, Screenscape, SignageLive and—shameless plug—Insteo. These companies are excellent at combining social media with smartphones and location-based services. Each uses slightly different approaches—some use their own mobile apps, while others create different ways of providing rewards—but the result is highly localized content unique to each screen. Foursquare specials are the perfect fit for digital signage. For the store owner, setting up Foursquare specials is a breeze. For the network operator/developer, Foursquare has an extremely straightforward API, which makes it easy to push unique content to screens in real time. Other social networks, such as Facebook Deals, offer a slightly less straightforward API. And the best benefits for businesses? It’s free to use Foursquare Specials, and Foursquare goes out of their way with mobile apps to promote local specials. A great special combined with local-
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Foursquare specials are the perfect fit for digital signage. For the store owner, setting up Foursquare specials is a breeze. For the network operator/developer, Foursquare has an extremely straightforward API, which makes it easy to push unique content to screens in real time. ized promotion via digital signage results in magic. I tell prospective clients it’s like having a Groupon every day. Insteo’s clients report seeing new faces redeeming Foursquare specials, and new customers are the only result you really need to track. When all of this clicks on digital signage, you also get the added bonus of the user seeing their check-in show up on the screen in real time. Their eyes light up the first few dozen times they see themselves on the screen, no matter if it’s on a marquee billboard or the screen in the corner of a bar. How it’s Done Wrong Obviously, simply using radio spots to announce location-based promotions doesn’t work. But I’ve also seen other location-based campaigns fall flat. Location-based content is more about relevancy than anything else, but I’ve seen digital signage showing Foursquare check-ins for locations on the other side of the country. That’s either lazy content programming or a network that can’t support localized content, but it’s irrelevant and a waste of screen real estate. The true power of combining social, local and mobile on digital signage is earning
the customer’s attention and interaction. At Insteo, we say to earn interaction you need to combine mobile connections, relevancy to the audience and great rewards. Add a great call to action at the point of impact, and your campaign will be a hit. Location-based social media is about being spontaneous—in essence, make yourself an impulse buy. With Foursquare, you don’t think about check-ins in advance. You check in to brag to friends, beat their weekly score, become the mayor or get a special. 7-Eleven was giving away a trip on a real rocket to space—something only a few hundred people have ever experienced in the last 50 years. All 7-Eleven needed was to make their pitch at the point of sale: Tell people what to do right when they walk into the store. They nailed only two parts of the equation: mobile + relevance + reward + call to action = success. In this case, I had to hear a radio commercial and remember to visit 7-Eleven and check-in. That’s a lot to think about when all I want is a Big Gulp.
Jim Nista is CEO of Insteo and can be reached at jnista@insteo.com.
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