Digital Signage

Digital Signage is a phrase to describe the use of a Display Device (LCD, plasma, TV, LED or projected images) that shows public or internal information, entertainment, advertising and other messages (called collectively Media) to an audience who are in a position to view such a display - normally for a relatively short time.

The display device is typically controlled by a media player that updates with new media/content via digital file transfer - either manually using portable storage or via a computer network such as the Internet or a network owner's Intranet.
The benefits of digital signage compared to traditional static signs are the easy exchange of content, the usage of animations and movies and the adaption to the context and audience even in combination with interactive systems.

Digital signage is used for many different purposes and the list of new applications is still growing. The most common applications are:

Point-of-sales-information and advertising (shopping mall, supermarkets, boutique)
Public information (Info-terminals, dynamic way finding, passenger information, internal information)
Public advertising (using the audience reach for general advertising - train stations, airports)
Entertainment (applications that reduce the perceived wait time in waiting areas)
Brand building (digital signage in stores to promote a brand or build brand awareness)
Interactive purchasing – applications to purchase products or support the buying process

Content and media

Content in the context of digital signage is everything designed and to be displayed on screens. Content or media can be anything including text, animations, movies, audio, images and interactivity. The most important factor for successful applications is eye catching and interesting content typically designed by specialised agencies or in-house specialists.

The content is played to the displays (standalone or digital signage network) from at least one player machine. Various hardware and software options exist, providing a range of different ways to schedule and playback content.
The former manually operated standalone or small groups of displays have been replaced by player networks that offer control over many displays in many venues. Further developments in web services and standardised API’s in software allow today customised content management from one location deploying content onto dedicated screens at defined times.

Technology and Network infrastructure

Digital signage relies on a variety of hardware to deliver the content. This is typically a display screen, player server and a content management server, over an infrastructure (dependent on the location of these pieces of hardware).
Digital signage displays may be LCD or plasma screens, LED boards, projection screens or Organic LED screens (OLEDs). Other, less traditional technologies for digital signage exist, such as holographic devices, water screens and fog screens. Rapidly-dropping prices for large plasma and LCD screens have led to a growing increase in the number of digital signage installations.

Unless the player server is located at the display, there is usually a network connecting the digital signage displays. The video audio signal is distributed to the displays through a series of wired network connections (such as cables) or wireless connectivity (W-LAN, UMTS) through the use of wireless adapters. When distributing through anything other than a video/audio cable, the signal will need to be converted with transmitter and receiver baluns.

A so called Digital Signage Network is a collection of Digital Signage Media Players controlled from some central location via a Local Area Network (LAN) or a Wide area Network (WAN). Provision is generally made for a Media Scheduler which allows the collection of Media Players to be controlled from a central location. Some solutions also make provision for local operators to customise the Media displayed. A network of Players will generally require a Network Management System to allow the health status of the entire network to be observed from a central point.

Issues and trends

As in several other segments of information technology this market is going through a phase of consolidation. Since industry organisations such as POPAI (Point-of purchasing Advertising international) and OAAA (Outdoor Advertising Association of America) developed accepted technical standards the former more or less proprietary systems are being replaced by standardised software applications that enable communication across digital signage networks made by different vendors. Today the return on investment is much easier to prove as new software and hardware products help measuring the audience and their attention spent to the screens.

Digital signage is and will probably remain the fastest growing market segment in IT. The market growth is predicted to be around 25% in Europe year on year for the next three years. Traditional broadcasters are getting into the digital signage marketplace to explore new opportunities for advertising and brands are shifting advertising budgets from traditional TV advertising into this new media. Interaction through Bluetooth and text message integration is getting higher attention since consumer behaviour and the results of advertising need to be measured much more in detail.

Summary

As the digital world develops advertising and content delivery has embraced new technology giving businesses new and exiting ways to deliver information to target customers. In terms of development of the market we are in the early stages and expect to see further advancements in the near future that will enhance performance and quality of data displayed and how we can interact with it.

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