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AN INTRODUCTION TO
Digital Signage Information on the hardware, software, and connection capabilities of digital signage, its role in various industries, the legal barriers,
and the benefits of integration.
Worldlink Integration Group
TABLE OF CONTENTS
Chapter 1: The Technology Chapter 2: Legal Policies Chapter 3: Uses Chapter 4: Connectivity Options Chapter 5: Advantages and Disadvantages
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CHAPTER
1 The Technology
Hardware Displays •LED or Plasma •3D •High definition •Projectors •4K (UHD) •Multi-panel video walls •Gesture Control
–HD Cameras –Microsoft Kinect –Wired gloves –Controller-based –Wireless-transmission of TV signals
•Touchscreen – Infrared (Acrylic Projection
and Grid) – Resistive – Surface-acoustic wave (SAW) – Capacitive – Optical Imaging – Dispersive Signal Technology
– Acoustic Pulse Recognition
Media Players •Wired vs. Wireless
•Embedded PCs •Small form factor systems •Laptops vs. Standard PCs
•Servers and Cloud •SoC (System-on-a-Chip)
appliances •2D to 3D Converters
•3D Media Players
Displays and Media Players
http://www.digitalsignageconnection.com/whats-driving-your-content-digital-signage-media-player-choices-872 http://en.wikipedia.org/wiki/Touchscreen http://www.washington.edu/news/2014/02/27/battery-free-technology-brings-gesture-recognition-to-all-devices/
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Display Hardware
https://www.realeyesdisplays.com/whitepapers/State%20of%20Digital%20Signage_NS.pdf
Statistics on Usage Amongst Businesses
Software
Software as a Service (SaaS) •Primarily for smaller businesses •Lower price •Simplified management capabilities Enterprise (licensed) Software •Primarily for larger organizations •Support of internal experts •Integration across entire business
Robust Software with Enhanced Capabilities
•More complex content •Moving Image, Video, Sound
Basic, template-based •Simpler content
•Slides of Text and Small Graphics
SaaS or Licensed & Robust or Basic
•http://www.digitalsignageconnection.com/7-considerations-recommending-best-digital-signage-software-642
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CHAPTER
2 Legal Policies
“Digital Billboards”
Distracted Drivers • Changing images distract drivers more than still images Community Aesthetic • Disrupt residents’ sleep • Disfigure the landscape Environmental Impact • Light pollution
– Effect wildlife and plants – Interference of human’s natural circadian rhythm
Examples In Nassau County: “…under the county sign ordinance, the message on [electronic] signs can only flip one time every 24 hours. And the message can’t flash, pulse, jump or move in any way.” Michigan, Feb. 2014: “A newly minted Michigan law seeks to somewhat limit the growth of digital billboards across the state, in some cases requiring companies to trade in three unused permits to put up one electronic outdoor sign along a highway.”
Concerns and Policy Debates
http://www.usatoday.com/story/news/nation/2013/01/31/fights-digital-signs-billboards/1880121/ http://homeguides.sfgate.com/light-pollution-79228.html http://www.fbnewsleader.com/view/full_story_free/24989415/article-County-flips-over-those-flipping-electronic-signs?instance=viewed http://detroit.cbslocal.com/2014/02/03/mich-law-may-limit-growth-of-digital-billboards/
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CHAPTER
3 Uses for Digital Signage
Display and Advertising
Information • New products • Store updates/news • Display arrival and departure times
– Airports, train stations and bus terminals
• Facts and figures – Museums – Hospitals and medical offices – Schools and universities
• Weather, news, time, and other live updates Advertisements • Public service announcements • Product advertisement • Discounts and Sales
What’s to See?
http://www.digitalsignageconnection.com/solving-digital-signage-deployment-puzzle-one-piece-time-881
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Menu Boards
Marketing • Promotion of specific products
– New items – Items experiencing low sales
• Advertising – Specials – Discounts
• Meal period item rotation Inventory • Remove promotions when items are out-of-stock • Inform customers of changes in availability Pricing • Update prices
– Adjust to consumer demand – Compensate for product market cost fluctuation
Ordering • Speed up customer decision-making process • Increase visibility of menu items
Marketing, Inventory, Pricing, & Ordering
http://www.digitalsignagetoday.com/blog/12573/Real-time-data-underpins-the-digital-signage-success-story?rc_id=168
Customer Engagement
Interactive Displays • Virtual Integration
– Customer virtually copied onto displays
• Motion sensing – Gesture control technology
• Touchscreen – Play games, browse inventory, scroll through advertisements,
etc.
Videos/Moving Images • Advertisements • Entertainment • Informative messages Mobile Applications • Sync display messages to mobile device • Audio Capabilities
– Play music, advertisement audio, and more from digital displays on mobile devices
• Command and control displays – Display testimonials through text-in capabilities – Live tweets and social media post capabilities
Interactive Displays, Videos, Mobile
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Enterprise Communication
Workplace Displays • Share messages that reinforce brand standards • Introduce products or processes • Updates and announcements • Productivity achievements and goals in real time • Wayfinding and other navigational tools
– conference room scheduling – For clients – For new employees – Visitors
Logistics and Supply Chain Applications • Display performance data in real time • Communication
– Across departments – From management to staff – Between operations throughout the supply chain
In the Workplace and for Supply Chain
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Wayfinding
Navigate • Campuses• Hospitals and medical offices• Shopping malls• Business offices• Airports and other transportation centers• CitiesOptions • Map with interactive touch screen capabilities• Sync phone to display for continuous directions
Navigation Options
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Most Popular Uses Data on Primary Purpose
https://www.realeyesdisplays.com/whitepapers/State%20of%20Digital%20Signage_NS.pdf
CHAPTER
4 Connectivity Options
Connectivity
Display Interaction with Media Players •One to one
–One media player for each display
• One to many –One media player for various displays at one or more locations
Network Options •Internet
–Cloud –LAN and WiFi –Used to store and update content
•Private networking infrastructure Consumer Mobile Devices •Phone, tablet, wearable tech •Bluetooth LE, sonic connections, SMS texting, email •Call to action options
– NFC – QR – Text-in – URL
Media Players, Network, and Consumer Devices
http://www.digitalsignageconnection.com/4-proven-methods-measuring-calls-action-655
CHAPTER
5 Advantages and Disadvantages
The Advantages
Increased Sales • Highlight specific products• Offer promotionsCustomer Engagement and Brand Recognition • Elongated dwell time• Positive brand impact
– Create loyal customers
• Changing images attract consumers who have becomeimmune to traditional advertisements
ROI • Profits from advertisements• Increased sales
– Shorter perceived wait times increases customer retention– Greater product awareness and appeal
• Cheaper for frequent updates– No need to print new displays; just upload content
Engagement and ROI
http://www.digitalsignagetoday.com/article/227857/Dynasign-showing-glasses-free-3D-digital-signage-with-Magnetic-3D-at-DSE14?rc_id=465
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https://www.realeyesdisplays.com/whitepapers/State%20of%20Digital%20Signage_NS.pdf
The Disadvantages
Changing Technology • Software and hardware updates • New features • Continual employee training Creating Relevant Content • Purchasing content
– Advertisements – Music licensing fees
• Creating your own unique content – Training in-house staff – Coordinating with third party
Cost • Initial investment is expensive
– Hardware and software – Protective casing
• Cost of updating and repairs • Difficult to calculate a clear ROI • Content creation expenses for In-house staff training or
third party fees
Ongoing Costs and Continual Updates
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Content Creation Strategies
https://www.realeyesdisplays.com/whitepapers/State%20of%20Digital%20Signage_NS.pdf
Digital Signage Data “The digital signage industry has been growing at a 40 percent compounded annual growth rate and [I] predict that 22 million digital signs will be active by 2015.”
-Jose Avalos, Intel
A recent study …suggests that …the global market for digital signage will grow from nearly $1.3 billion in 2010 to almost $4.5 billion in 2016. ”
-ABI Research
http://www.ebnonline.com/author.asp?doc_id=272496 http://www.nanolumens.com/where-are-we-the-digital-signage-industry-going/ https://www.realeyesdisplays.com/whitepapers/State%20of%20Digital%20Signage_NS.pdf
The number of digital screens business executives plan on adding in the next five years
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