Digital Signage Explained


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A good introduction to what Digital Signage actually is and why it is required to compliment traditional communication channels.

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Digital Signage Explained

  1. 1. NG Digital Signage Tim Harvey Digital Signage Consultant – Dynamax Technologies Ltd.
  2. 2. The Problem that is being Solved <ul><li>Effective communication to a transient audience </li></ul><ul><li>AKA </li></ul><ul><li>Right Message, Right Place, Right Time </li></ul>
  3. 3. Mass Communication: Traditional Methods <ul><li>Word of Mouth (from 50,000 BC) </li></ul>
  4. 4. <ul><li>Public Notices (from 753 BC) </li></ul>Mass Communication: Traditional Methods
  5. 5. <ul><li>Printed Media (from 1440 AD) </li></ul>Mass Communication: Traditional Methods
  6. 6. Mass Communication: Modern Methods <ul><li>Portable Television (from 1930) </li></ul>
  7. 7. Mass Communication: Modern Methods <ul><li>Email (ARPANET from 1971) </li></ul>
  8. 8. <ul><li>Internet (commercial from 1990) </li></ul>Mass Communication: Modern Methods
  9. 9. Mass Communication: Modern Methods <ul><li>Mobile Phone (First UK Text 1992) </li></ul>
  10. 10. Mass Communication: The New Problem
  11. 11. Mass Communication: The New Problem <ul><li>The Gen Y’ers (born 1978-2009) are the first generation of children to have grown up with the internet, mobile phones and a steady diet of facebook/myspace for breakfast, text messaging and iphone apps for lunch....The Pirate Bay for dinner. </li></ul><ul><li>These kids are now young adults that have been “trained from birth” to be message multi-taskers , which means they are prone to ruthlessly filtering out any messages that they feel aren’t important to them , they can mask out what they don’t want to hear (with their iPods) and can easily carve up their attention spans to render even the most engaging only somewhat effective. </li></ul><ul><ul><li>Manolo Almagro, LevelVision Study Summary Dec2008 </li></ul></ul>
  12. 12. A solution needed.....
  13. 13. Requirement: A New Visual Communication Tool <ul><li>Summarise the ongoing information being delivered on posters, hand-outs, email, internet and mobile technology </li></ul><ul><li>Deliver the message in a bite-sized format to the relevant place & relevant Time </li></ul>
  14. 14. The Method <ul><li>Take Your Existing Information </li></ul>Compact, Schedule & Deliver to Right Place &Time Word of Mouth Graphics Movies Live TV Internet Messaging
  15. 15. Digital Signage
  16. 16. Does it Work? Source: Digital Out-of-Home Media Awareness & Attitude Study 2007, OTX 2007 Eye Catching
  17. 17. Does it Work? Source: Digital Out-of-Home Media Awareness & Attitude Study 2007, OTX 2007 Non-Intrusive
  18. 18. Does it Work? Source: Digital Out-of-Home Media Awareness & Attitude Study 2007, OTX 2007 GenY Friendly
  19. 19. It’s Green! <ul><li>Control Screen On/Off Times </li></ul><ul><li>...the estate of 150 High Street stores hypothesised for the study showed a carbon saving over three years of 29.74 tonnes of carbon dioxide equivalent (tCO2e) following the change to a digital window display solution from static posters </li></ul>Source: Dr Joyce Tsoi, Brunel University, April 2009
  20. 20. Does it Work? – Advertising World Best Practice <ul><li>Camera tracking audience measurement systems were used to count the footfall, numbers and direction moving, and people looking at the posters. </li></ul><ul><li>An average of twice as many people looked at the digital panel than the ’static’ one AND for an average of 60% longer </li></ul>Source: Kinetic Poster Study, February 2009
  21. 21. Does it Work? – Retail Best Practice Source: POPAIdigital Guide to Digital Media in Retail (DMiR) Report, 2009
  22. 22. Example LED Deployments – Titan UK
  23. 23. Example LED Deployments – Clear Channel UK
  24. 24. Example LED Deployments – Clear Channel Spain
  25. 25. Example Deployments - Spain
  26. 26. Example Deployments - Norway
  27. 27. Example Deployments - Norway
  28. 28. Example Deployments - Norway
  29. 29. Example Deployments - Norway
  30. 30. Example Deployments - Norway
  31. 31. Example Deployments - Finland
  32. 32. Example Deployments - Finland
  33. 33. + Many More
  34. 34. The 4 Basic Rules for Digital Signage <ul><li>Understand what needs to be communicated to the audience. </li></ul><ul><li>Identify the easiest way to get everyday data on the screens (no need to duplicate). </li></ul><ul><li>Understand where the ‘feet and eyeballs’ are and how long they are there for. </li></ul><ul><li>Buy the best shape and size of screens you can afford. </li></ul>
  35. 35. Top Tips <ul><li>3 is the magic number </li></ul><ul><li>Always be clear about your objectives </li></ul><ul><li>“ A digital signage network is as weak or as strong as the content displayed & as good or as bad as the collective support that keeps the network running” </li></ul><ul><ul><li>Tim Harvey September 2009 </li></ul></ul>
  36. 36. A Reseller Solution
  37. 37. Example: Day in the Life
  38. 38. Work Flow: Basic User Template File Movies Images Login as Mr Red
  39. 39. Admin User: More Functionality
  40. 40. Live TV or Video Live Video Feed Live TV
  41. 41. Live TV or Video :ScreenShot
  42. 42. Dynamic Data Internet Messaging
  43. 43. Dynamic Data: Active Layout Playlist Content Here
  44. 44. Dynamic Data: Castrol Sept09
  45. 45. Dynamic Data: Castrol Sept09 Castrol Database ANPR Camera Agency Artwork Custom Flash Template
  46. 46. Dynamic Data: MySpace/Titan Oct09
  47. 47. Dynamic Data: MySpace/Titan Oct09 MySpace Page XML File & Agency Artwork Custom Flash Template Screens in UK &USA
  48. 48. Dynamic Data: Seiko Nov09
  49. 49. Dynamic Data: Example
  50. 50. Dynamic Data: Example
  51. 51. Trigger Annoucnements
  52. 52. Trigger Annoucnements
  53. 53. Trigger Example
  54. 54. Trigger Example – Nearest Exit
  55. 55. Trigger Example – IF Exit Blocked
  56. 56. Trigger: Stock
  57. 57. Trigger: Stock – End of Line
  58. 58. Trigger: Stock – Target Flights
  59. 59. Screens: Any Shape/Size
  60. 60. Screens: Any Shape/Size
  61. 61. System Set-Up
  62. 62. System: Network Set-Up
  63. 63. System: Advanced Network Set-Up
  64. 64. System: Software Summary Your Content Here .jpg .bmp .swf .ppt .mov .wmv .mpg .vob http:// rss, ticker, clock, TV Scene Playblock Daypart Node(s) Campaign Element Scene #1 Scene #2 Scene #3 Scene #4 Scene #5 Duration
  65. 65. System Monitoring: Live Network Health
  66. 66. System Monitoring: Web Reporting Tool 1. Select Date Ranges 2. Select Description (Scene, Playlist etc.) 4. Select Node(s) (Groups of Media Players) 3. Filter by Record Type 6.Results 5. Export to pdf, Excel, csv or tiff format
  67. 67. To Conclude....
  68. 68. Digital Signage = Focal Point
  69. 69. The Benefit of Digital Signage <ul><li>Create a ‘Focal Point’ for information </li></ul><ul><li>Proven technology to summarise and disseminate information at the right place and right time </li></ul><ul><li>Reach out and break through the highly evolved GenY data filter </li></ul><ul><li>Effectively communicate reducing the need clutter ongoing email, mobile & internet channels </li></ul><ul><li>Reduce CO2 Footprint of Poster Printing </li></ul>
  70. 70. The Benefits of a Dynamax Solution <ul><li>Dynamax = Reliable, 10 year globally matured ‘top end’ enterprise level digital signage software. </li></ul><ul><li>Dynamax = Flexible, widest media and dynamic data format support on the market – works the way you want it to work. </li></ul><ul><li>Dynamax = Scalable, the Microsoft .net based management software can install and grow from a laptop server to Global cloud computing. </li></ul>