Digital signage uses computer-controlled displays to inform, entertain, and advertise to people in public spaces. There are different methods for delivering content, including standalone signs or networked signs that can be updated remotely. Current technologies include various types of displays and software or hardware-based playback systems. When implementing digital signage, best practices include testing content and designs, and selecting a scalable and flexible solution. The future of digital signage includes more integrated and affordable solutions with improved displays.

2. Topics What is digital signage? Why use digital signage? Digital signage methodologies Current technologies Best practices Solution checklist What’s next?

3. What is Digital Signage? Digital signage* is a term used to describe computer controlled display systems designed to inform, entertain and advertise. Digital signs are usually found in public spaces, retail stores and elevators. * Also called: Narrowcasting or “out-of-home” advertising .

4. Why Use Digital Signage? Excellent advertising and brand enhancing medium Higher impact than traditional signs Content is updated as needed Content can be derived from existing advertising material like web, print or video

5. Digital Signage Methodologies Various methodologies: Stand alone Networked: “Forward and store” Networked: Streaming Networked: Internet Browser Based

6. Digital Signage Methodologies Stand alone digital signs: Least expensive solution to implement Can use less sophisticated equipment Relies on content being delivered by memory card, CD or DVD (end user interaction required for updates) Not suitable for content that needs to be updated often

7. Digital Signage Methodologies Networked – Forward and Store: Content resides on a shared storage device or server Each player gets content as required Fault tolerant; if network goes down, players continue to play existing content Requires a networked storage device or FTP server depending on the solution

8. Digital Signage Methodologies Networked – Streaming: Content resides on a central storage device or server and gets sent to each player on a continuous basis (push) If network goes down, players can also fail Relies on video technology (MPEG) and requires plenty of network capacity (bandwidth)

9. Digital Signage Methodologies Networked – Browser based: Content resides on an internet web server and gets sent to each player on a continuous basis (push) If network goes down, players can also fail Note: Some browser based systems also use “forward and store” and are more fault tolerant Relies on internet technology (most often Microsoft Internet Explorer) so there are limits to the types of content that are supported

10. Current Technologies Displays: Plasma LCD Rear projection (DLP) Software based player systems Hardware based player systems

11. Current Technologies Plasma Displays: Mid-priced large screen technology Limited lifespan (about 3 years) Brightness levels decline as screens age Highly susceptible to “burn in” if static images are left on screen for long periods Some units have a narrow viewing angle Heavy, requires special mounting hardware

12. Current Technologies LCD Displays: Most expensive large screen technology Offers increased longevity and more vibrant image than plasma screens Not susceptible to “burn in” Wide viewing angle Most often used in smaller sizes and mounted at eye level (15” and up)

13. Current Technologies Rear Projection Displays (DLP): Least expensive large screen technology Projection lamp must be replaced every 3+years Bulkier than Plasma or LCD units Not susceptible to “burn in” Requires good ventilation and access to replace projection lamp

14. Current Technologies Software based players: Basically a multimedia playback program runs on a “Player” PC. Each PC is hooked up to a display and managed through some type of Server/Scheduler program. The scheduling software can be managed either by internal or external resources

15. Current Technologies Software based players: Most require Windows XP based PC (some run on Linux) You must specify hardware that will match the capabilities of the software Be sure to test the software solution to ensure it can play your media. Not all video formats or CODECs are supported.

16. Current Technologies Software based players: Some digital signage software requires you to run on a dedicated network to which you must subscribe to (for a monthly fee) Some software can be configured to run on your dedicated (private) network or you can use FTP servers to transfer content to each player

17. Current Technologies Hardware based players: Hardware players that are optimized to playback MPEG video content Most require proprietary control and scheduling software At least one hardware player supports animated Flash content natively Usually offered as a complete solution (including a server)

18. Current Technologies Hardware based players: Proponents claim these solutions are less expensive and more reliable than software based players Built in proprietary operating systems Runs on optimized hardware platform

19. Best Practices Select the solution that best matches your requirements: Is your content mostly video? Will you update the content often? Do you plan to acquire the technology or farm out the implementation to a third party? Will you partner with a content provider?

20. Best Practices Test using “real world” conditions: Install one or two screens in a test store Position the signs close to (or integrate into) your store end-caps if testing for point-of-sale applications Other good areas: store entrance, checkouts, service counters, etc… Monitor sales of advertised products during test period

21. Best Practices Design your content for maximum impact: Use short (5 to 7 seconds) duration for pure promotional content. (Best for end-cap use) Content requiring longer viewer attention (such as video ads) is best used in non-point-of-sale applications such as checkouts.

22. Best Practices Examples of suitable content: “ Brand building” video clip Series of short animations or video promoting current ad campaign Series of short animations promoting products located within the digital sign’s location Store announcements, events

23. Solution Checklist Will you be tied to a proprietary server? Can you acquire all of the technology if you decide to run the project in-house? Is the solution scalable? How long has this technology been on the market? Who currently uses the product? Is there a “product map”? Where is the technology heading?

24. What’s Next? Better integrated, less expensive solutions are coming to market Smaller form factor PCs with enhanced video capabilities (such as Intel Extreme Video) Windows Embedded based systems Plasma screens with increased longevity and more resistant to burn in

25. About the author… I have 5 years of expertise in digital signage backed by 20+ years in the retail sector. I can be reached at: [email_address] (905) 706-7543