For many companies, using digital media offers just that sort of excitement. So how do they do this in applications like trade shows, retail stores, and even airports, when no operator is around? The answer, quite simply, is to use a media server. In the advertising world, these media servers are referred to as “Digital Signage.”
What is Digital Signage?
Digital signage is basically an electronic media playback system that displays advertising and/or other information via LCD screens, LED walls, plasma displays or projected images. These digital displays can be seen everywhere today, in both public and private locations, including retail stores, corporate buildings and driving down the highway.
The digital signage system is generally comprised of, 1) a media server/content management server; 2) a media server software/controller/player; and 3) a digital display device.
The benefits of digital signage over static signs are that the content can be updated more easily and frequently, animations can be shown and the signs can be adapted to the environment and the audience. In some cases, they may even invite viewer interaction.
In early 2011, ABI Research (abiresearch.com), a market intelligence company specializing in global connectivity and emerging technology, reported that the global market for digital signage has the potential to grow from around $1.3 billion in 2010 to almost $4.5 billion by 2016. This rapidly-growing market is no longer just pre-recorded content displayed on TV screens in stores to engage customers. Digital signage today can take advantage of a combination of broadband Internet, digital displays and network-based distribution and management solutions.
Content Playback Management
Content playback begins with uploading a media clip to a media server and then triggering the clip via a media player. A variety of control options exist, ranging from stand-alone media players that can output simple slide shows and/or loops of video to more complex networks consisting of multiple playback devices, multiple display devices, and even multiple locations. Many of these control options also include methods of scheduling the playback content at different times of day and/or days of the week, and additional content can be easily uploaded either directly at the site or, in some cases, remotely via a network.
Companies like Crestron Electronics, Scala, BrightSign, Sony and Black Box Corp., to name a few, supply equipment for retailers and manufacturers to display their digital messages for consumers. For instance, the Scala website (scala.com) notes that companies including Toyota, Sprint, Harrah’s, IBM, and Wells Fargo have incorporated their digital signage solutions into their advertising budgets. In fact, solutions for digital signage are presently being used in a wide range of applications spanning just about every type of industry today.
Applications include:
• Providing continuously-updated and relevant information at strategic times of the day to customers in the banking and financial markets
• Communicating relevant information to employees in corporate settings
• Broadcasting game scores and highlights in arenas
• Showing movie trailers, show times, and snack specials at movie theaters
• Posting health related notices, office hours, services, healthy lifestyle tips, and descriptions of medical conditions or treatments specific to a healthcare or medical environment
• Providing visitors with information about a hotel’s restaurant menus, property maps, meeting rooms, elevators, or in-room services or other hospitality-related services
• Displaying schedules, reservations and/or advertising in train and bus stations, airports and other transportation related businesses around the world
• Getting the right information to the right people at the right time in retail markets
What’s Next
So, where will this lead? What will they think of next? Interactive 3D holographic images? Oops, they already have, at www.engadget.com/2007/08/31/researchers-develop-a-360-degree-holographic-display .
Also, restaurants like California Pizza Kitchen are now implementing interactive tableside display screens that the customer can use to view menus, drink specials, local movie theatre times, and other information at their fingertips while they wait for their meal. And companies like Flasma (www.flasma.com/ideas/retail.aspx ) are creating new ways to put advertisements under your feet. Think about this: while you walk through a mall, you will not be able to escape the corporate messages! (Excuse me while I run and hide…) And if you find yourself walking the floor of a trade show or convention these days, you will inevitably be bombarded with digital signage in all forms, from the small screen to large billboards. In fact, the digital signage industry has become big enough to support a dedicated trade show: digitalsignageexpo.net. Can you imagine attending that one? Every square inch of it would be covered with digital signage!
