Posted By Nate ~ 18th February 2012
When it comes to sports, I’m a fan. I am a bit biased, as we all generally are, toward specific sports, sports teams, and areas of the country that have sports teams, regardless what they are. I have a personal friend who was hesitant about taking a job transfer to another city because that city and the surrounding area lacked a professional football team. I suppose it’s all a matter of priorities and desires. These large public venues have–for many years–been winners in the TOOH space. Headway continues to be made for those doing it, but doing it with digital. The following are just a few quick brain-dumped thoughts about the benefits of digital signage in the sports arena setting.
Copious Amounts of Peoples
Whenever I attend any sporting event whether outside or indoors, I’m always amazed at the amount of people all gathered in one place. Apart from some of the huge religious gatherings that have taken place throughout time, I think the largest amount of people congregated into one place can generally be found at any major sporting event. We’re not talking just a couple thousand here. We’re speaking of 50,000+. That’s about the equivalent of my home town all packed into one building.
Human traffic (not to be confused with trafficking) is what venues and Internet website operators want. It means you have something of value. It means you can monetize in many different ways. I had a friend who worked in vending, food services, and catering for a major college football stadium that regularly packed about 60K worth of warm bodies. He was an honest and trustworthy soul who was in charge of the “cash” room somewhere underground. This room housed the $$$ that would come in from all the concessions and vendors. They would generally start the night out with about $20,000 in liquid cash to get the night going. They would always end with somewhere around $200,000. Big crowds, if you can push them, mean big money.
DOOH Advertising
What is better than a large crowd of sweaty people? Two large crowds of sweaty people and some dooh advertising to keep their minds on the products which will be pushed from the displays. Large crowds are effective for targeted advertising. At a specific venue type, like a hockey or basketball sporting event, you also can know a little bit more about demographic targeting. You can know somewhat of area and location, a bit about age and gender, and even more about interests and taste (based on the event they are attending). When the Seattle Mariners released a new large-format digital sign at their arena a couple years back, SANYO stated the following:
The signage serves a dual purpose, providing pertinent information to customers and the general public, as well as conveying sponsor messaging. Digital signage is very big in North America and Europe. Along with the proliferation of digital signs, there is also a shift to network the devices, and it is estimated that the market for digital signage will continue to grow to a market scope of approximately $2 billion in North America, and is said that it will expand to about $10 billion by 2015.
This PR from 2010 may seem a bit outdated and it is, but it serves the purpose of speaking about the effectiveness of the medium. Where are we now? Was SANYO correct in their assumption from nearly two years ago? There have certainly been other “reports” and “growth predictions” from industry persons since then.
There continue to be more and more ways in which digital signage can be shown as an effective tool for advertising. As digital signs continue to proliferate public spaces, sport arenas will become areas of interest for technologies and advertisists alike.
Posted By Nate ~ 7th February 2012
The quick serve restaurant (QSR) is an American icon. McDonald’s, Burger King, Wendy’s, Taco Bell, and all their counterparts have–along with Google–made life that much more convenient. Fast food franchises can be found on every corner. The convenience of being able to snag a quick meal on the go has become someone of the lifeblood of our fast-paced culture. Interestingly, these venues have been taking advantage of the expansion in digital menu boards for sometime now. There are a few differences in integrating digital into the quick serve and fast food restaurant industry that are not had in standard installations.
Outdoor
A standard “at the counter” digital menu is nothing more than digital signage whose content has been used to target persons looking to purchase a hot meal. Not too dissimilar is the QSR or fast food drive through. This efficient method is where the words “quick” and “fast” in the description of the restaurant type has very specific and real meaning. Backlit outdoor digital signage menus are quickly being replaced by their more efficient and cheaply offered digital brothers. There are some small differences between this type of install and one that takes place indoors. I will go over a few of the specifics.
First, the displays must be outdoor compliant and be suited to work well in the types of weather that might be common for the region the display is installed in. Just like a thermal sleeping bag, most digital signage enclosures cannot appropriately handle every and all installations for all types of climates. An outdoor digital menu in Wisconsin may require a completely different enclosure than an outdoor digital menu in Florida. Each location will require hardware which will perform according to the requirements of the fluctuations in annual temperatures. Second, the media player needs to be protected just as well as the display. Some (even clients who sign software for gas pump top advertising) are not even placing the digital signage player anywhere near the display. They distribute the signal to the display via other means. In the pump top scenario this is often required by law because of the combustibility potential of the player. In the outdoor drive thru digital menu scenario, it could make sense to protect the player. In some instances care must be taken not to extend the signal too far because signal degradation can take place.
Customer Management and POS
Fast food restaurants require fairly standard protocol when they work to install their point-of-sale computers. These units can also be integrated into the digital menu system, unless of course it is not necessary for the particular franchise owner. The point-of-sale management systems which are currently installed should sufficiently run autonomous from any digital media which may be installed in the restaurant, including a menu board. However, making sure the content on both the digital menu that the customer sees matches the content (menu items) on the POS system for what the employee sees is vitally important for a couple of reasons. First, you would not want someone to order something that is not included in the menu for that particular time of day, region of the country, or which has been canceled altogether. Similarly, if the pricing content on the displays above the counter do not match the pricing on the point-of-sale computers, you could generate some unhappy customers. Because various promotions for particular items may only be regionally based, the sign software should give the ability to work within the bounds of particular regions as well.
Digital signage installations for digital menus in the QSR space are advancing rapidly. There is reason to believe that digital signage will eventually take over all signage, indoor and outdoor, including that which is currently had in the restaurant industry.
Posted By Nate ~ 1st February 2012
Latest results from the Bureau of Labor Statistics indicate where the growth segments in jobs will be in the coming months:
The four detailed occupations expected to add the most employment are registered nurses (712,000), retail salespersons (707,000), home health aides (706,000), and personal care aides (607,000). All have large employment in 2010 and are expected to grow faster than the average of 14.3 percent.
It is not surprising that 3/4 have to do with healthcare, given that that segment is amount to an estimated 17% to 20% of U.S. GDP. However, it is very interesting to note that retail salespeople are ranked at number two with 707K as the expected employment level. Those in the digital out-of-home will recognize at least one beneficial aspect of the technology is the ability to supplement the need and use of retail sales personnel. Given this statistic, it will be interesting to see whether retail digital signage is able to ride at least a portion of this expected wave in retails salesperson demand.
I am always an advocate of automation, within reason, but won’t much of the informational aspect of retail sales eventually be performed by some interactive touch screen automation systems? Or, will people–knowing they can do that at home–be coming to the store to talk to a real human? I suppose the alternative cop-out method would include obtaining products via free two day shipping via Amazon Prime? My guess is that the latter will the case. Even still, signage will certainly play a supplement to some of the demand increases in this market segment.
Posted By Nate ~ 28th January 2012
For those who have attended a movie at the theater lately, you may have noticed a bit of change in the ambiance in the lobbies and hallways. Digital signage is quickly making it’s way into Hollywood with the introduction of digital media displays in theaters and cinemas. These venues are frequented by millions of Americans each year. In fact, the movie and entertainment industry is even larger in other parts of the world than it is here in the United States. With that being said, this post will delve into a few of the ways in which the cine can benefit from digital message boards.
Gathering Place for Large Amounts of Humans
At a large theater at the mall or some other shopping center venue, large amounts of people are often to be found. Targeting these groups with specific messages for branding is easy with a bit of dynamic signage. During new releases, especially those whose advertising has created quite a buzz, there can be large groups of people waiting to enter the theater (I can think of “cult following” films like Harry Potter and Star Wars where this was particularly true). During these instances of large traffic, large amounts of people can be influenced very quickly by the digital message boards installed in the theater venue.
Theaters Have Restrooms
Of course they do. It’s a move theater. Besides, what public space doesn’t have restrooms. I’m sure they would be breaking some sort of construction code. Restroom signage is not new, but it is also not being fully utilized like it could be. The space in many restrooms is left blank while a semi-captive audience mingles, staring blindly into space. When I’m in the restroom I may not be super “captive.” I often pretend aloofness while keeping to myself. Being entertained by a screen installed either in the mirrors or above the restroom urinals would certainly be helpful in keeping the mood and atmosphere within the theater.
Concessions
Many go to the theater as a place to entertain for both family and other social activities. And when persons attend these venues they often are expecting to have a “night on the town” and to spend a little money. As a result, the tickets alone are often not enough for what they are attempting to accomplish. Attendees are going to need popcorn, licorice, soda pop and a litany of other unhealthy junk foods before they enter into the theater. These delectable delights can be promoted by some easily installed digital menus placed above the concession stand. Enough said. We all get the point here.
“Now Playing” and “Coming Soon”
If you’re familiar with movie theaters in any country, you have certainly seen the backlit signs advertising for flicks “now playing” and for “coming attractions.” They have been an important part of movie theaters for years. If you were in a movie theater lobby or hallway and did not see them, you may–consciously or unconsciously–think the place a bit naked. This is one benefit of DOOH when it comes to movie theaters is that these signs can easily be replaced by the digital counterpart.
Unfortunately, they are a bit more expensive, but they do not have to replace every sign in the building. The theater owners can simply choose to replace a percentage of the signs with HD digital signs. The rest of the signs can remain static. There are huge benefits to this methodology. The biggest is that the dynamic signs have the ability to draw more attention. Secondly, they can rotate through advertisements about the current and future films as well as the current and future items offered at the concessions stands. They can also advertise for gift cards for birthdays, special events, or any other additional service the theater may provide.
Similar Venues
Very similar to cinemas and theaters are orchestra and concert halls–both rock and classical. Entertainment venues can benefit greatly from an influx of dynamic digital message boards. I attended an orchestra about a year ago and was impressed by their acceptance of technology with LCD installed throughout the lobby. These displays advertising for up-and-coming orchestra events as well as other events to happen at the hall. They were not running any specific software (in fact, I’m fairly sure they were simply rotating through a DVD player loop), but the messages were delivered clearly to a very large audience.
There can be many reasons to install digital signage. Perhaps some of the best places to do so are in venues meant to provide entertainment to large numbers of guests. Theaters and cinemas are great examples of this.
Posted By Nate ~ 18th January 2012
I must admit, my work on the blog here at the digital signage blog is sometimes in haste. I don’t edit (except for an occasional quick read-over myself) and I generally am too busy to sit down and write extremely studied and detailed blog posts. Blogging is no longer the highest piece on priority list. I have so many additional projects going on that I sometimes find it difficult to keep up here. Luckily I don’t mind writing, I’m rather quick on the keyboard and can pump out something interesting every week or so.
Issues
While my blogging may not be at the top of my priority list, the lack of professionalism in the textual grammar and spelling is certainly a reflection on me. Because this is an issue, I’m planning from here on out to spend a bit more time editing and reading through the various posts I write. Hopefully this helps to alleviate the issues with which I have heretofore been plagued.
Help
I have appreciated in the past when I’ve received the occasional email or comment on the blog letting me know in a friendly manner when I’ve made a mistake of some sort. Perhaps it was a dangling modifier or maybe it was a simple misspelling (which are generally caught by the automated spell checker). I really have appreciated the help and editors. That’s why Wikipedia is so great: millions of editors make for some of the best content available.
I am also grateful for the help I have received in the past regarding my business, it’s role in the industry and our efforts here. While I have made mistakes (as we all have) and received criticism–both constructive and destructive–I believe it all has proved beneficial in formulating what our focus is here at Deploid. I thank you for reading and hope you will continue to correct me in the future. For while criticism and correction are not the most “fun” aspect of any venture, they certainly serve to “hone to the bone” cutting off excess and creating something that lasts. I think ending with one of my favorite quotes from Theodore Roosevelt is fitting.
“It is not the critic who counts; not the man who points out how the strong man stumbles, or where the doer of deeds could have done them better. The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood, who strives valiantly; who errs and comes short again and again; because there is not effort without error and shortcomings; but who does actually strive to do the deed; who knows the great enthusiasm, the great devotion, who spends himself in a worthy cause, who at the best knows in the end the triumph of high achievement and who at the worst, if he fails, at least he fails while daring greatly. So that his place shall never be with those cold and timid souls who know neither victory nor defeat.”
Posted By Nate ~ 6th January 2012
For some, the electronics store turns their crank, for others it’s the hardware store–a veritable “man” venue where everything home-improvement is present. The days are long since past when I used to work landscaping and construction and I would have regular visits to the hardware store to pick up sprinkler parts and pipes, paint, drywall and all types of wood for projects I was working on with several local companies. In fact, those were the simple days when deals were not so complex (believe me, there is a huge difference between the complexities of putting in a sprinkler system vs. installing a DOOH network). There are so many more factors involved in organizing a network of digital signs. Even still, I thoroughly enjoyed my work as a landscaper. Being outside and working with my hands are both fulfilling to me. But what about the hardware store itself? Can this particular venue benefit from digital signage? If so, how? I have outlined below a few of the ways in which digital signs benefit the hardware store.
Men are Visual Creatures
Men may not be the only “creatures” frequenting the hardware store. In fact, I would wager to bet that the typical hardware store probably has an equal mix. Stereotypically speaking, however, the hardware store is a man’s domain. And, as we’ve learned previously, men educate themselves and shop many times based on what they see in the store itself. They shop differently than women do. And, while the hardware store should target both men and women, I’m sure if I did a little more digging, I’m sure I would find that a greater percentage of men frequent hardware store than compared to the grocery store. With that simple fact in mind, the signage can greatly enhance the customer experience in a hardware store. One of the biggest reasons this is true in targeting the male audience is that men like to get information from the inanimate objects rather than human beings. It feeds their egos to be able to figure it out on their own by reading–and in our case–watching a digital display.
Women Need Direction
For the women that will most certainly enter the Lowe’s or Home Depot, we need to appeal to them as well. And while the female may be less averse to asking for help, in big stores digital screens can act as a digital clerk, giving them the information they need without having to walk around and ask for it. Standard digital signage displays could be replaced by an interactive touch screen sign. A touchscreen could act as a product guide in an aisle showcasing hundreds of different types of screws and nails. The screen could prompt with, “Which screw do you need? Click here to begin.” The process of customer service and information distribution is streamlined with a simple touch screen app.
I want to be PC here, but I’m certain you can’t please everyone. The mere subtitle of this section could denote some departure from the politically correct. However, we must consider the audience of the venue. And, in considering it for a hardware store means we certainly must know the audience and target them accordingly.
The Point-of-Purchase
POP (point-of-purchase) displays are a small form-factor way to target those who have purchase, those who are purchasing and those who will purchase home improvement products in a hardware store. Pushing and upselling are big jobs of POP displays, but they are also important for branding purposes and coupon-related promotions that may help to drive customers back to the store. I could go on for quite a while about the POP display, it’s benefits and contributions, but I will simply conclude with stating that POP displays work in nearly all public retail environments, hardware stores being only one.
Home improvement projects will certainly always be a part of the American way. I’ve been involved in plenty myself and I certainly could have benefited (because of my male nature) from some dynamic signage in the aisles or at the point-of-purchase in the hardware stores I have frequented in the past. As hardware stores move into the digital age in their product promotion, we will certainly see more in-aisle and point-of-purchase (POP) digital signage hardware and software.
Posted By Nate ~ 5th January 2012
With all the privacy concerns swirling around facial recognition technology, it was only a matter of time before the FTC weighed in. Companies in the online space are not the only ones being included. Digital out-of-home operators are also included in the potential regulation.
With all the previous blogs and ideas about facial recognition–including the feared potential of having a “Minority Report” experience–it only was a matter of time before such a thing happened.
“With facial detection in digital signs, is there a notice to consumers that the digital sign is using a camera that implements facial detection?” Koulousias asked. “Is there a notice if the ads are being targeted based on that?”
Under Section 5 of the FTC Act, the agency has the ability to bring cases if an act is deemed unfair or deceptive. At this point, though, the agency is in an information-gathering mode. “We’re really trying to figure out what’s going on in this space, how it’s being used, where it’s going [and] bring everybody together to discuss these issues,” Koulousias said.
In fact, you can follow the link below to weigh in yourself on just exactly what the Gubment should do with facial recognition and privacy:
http://www.ftc.gov/opa/2011/12/facefacts.shtm
Posted By Nate ~ 20th December 2011
Most project requests in digital signage software are very simple–especially for those deployments who are looking to do less than ten screens. There is the occasional one screen deal which may require a full enterprise solution, complete with social networking and user generated content integration. These types of requests are certainly more rare than the simple, practical need for a digital display rotating content. Because the majority of the market does not necessarily need all the whistles and bells, sometimes it is necessary to give people the simplicity they desire, which in our industry generally means a simple digital photo frame with rotating digital images.
What are some advantages to using digital photo frames?
Simplicity is perhaps the greatest benefit for those who wish to use a digital photo frame as a digital sign. In general, digital photo frames simply require the input of a flash reader card and you’re off and running. The reader card holds the number of still or quick video shots you’ve loaded on it in a particular order. That content then plays on a loop until the screen either burns out or you turn off the device. It simply does not get any more simple than that. Creating the digital content does not require an Adobe Photoshop whiz brain either. Simple and often free paint tools can be utilized to create simple, but elegant content.
Another benefit of a digital photo frame is security. Because the display is not generally connected to the network, it makes it very difficult to gain access to the display remotely. This is extremely beneficial because it disallows predators from scoping onto the screen and displaying inappropriate content. In many instances digital photo frame-like devices do not require the disc to be “always in.” In general, the disk is inputted content is uploaded and the disk is removed. Most digital signage that uses this technology also require a special security stamp embedded into the thumb drive so no one without access to the display will be able to input content to the screens without the correct digital drive.
A third and final benefit–at least for purposes of our discussion here–includes cost. It is far more expensive to have a robust digital signage player installed at the rear of the display. It also requires a greater amount of chump change to pay for a software license or software-as-a-service fee. All of these costs are virtually eliminated by utilizing a simple rotating graphic with a large digital photo frame.
What are some of the disadvantages to using digital photo frames in digital signage?
The most blatant disadvantage of using a digital photo frame is the inability to schedule and run high-impact dynamic content. This is detrimental in two ways. First, it is the content that draws. Unless you are simply installing some sort of reader board for necessary information, dynamic, regularly scheduled content is most beneficial, especially if you wish to capture actual eye-balls. Secondly, scheduled or day-parted content allows you to target niches and demographics based on times of day. In a digital menu board scenario, it gives the restaurant the ability to have breakfast and lunch content change automatically, without having to switch content manually. Without this, you’re only running on two cylinders.
I know digital photo frames may seem more secure. However, security also has a cost. I wrote some time ago about a sneakernet approach to content scheduling and uploading. This certainly has more disadvantages than advantages, especially for managing recurring costs of content delivery. As you will see in my previous post on the subject of the “sneakernet,” you will note that content delivery costs generally increase if you are running anything of scale through such a rudimentary method.
Venues and Considerations
While there are certainly disadvantages, there are also many perks. Photo frame-like technology is great for the “one-off” displays who are not even running on a network and whose content does not regularly change that much. Targeting the SMB has been one of the great discussions in digital signage in the last couple of years. Small and medium venues will find great benefit from using digital photo frame technology. These types of displays can be all-in-one or as a separate player device for use with any industrial LCD display. Small and large–whatever your preference, there are certainly tools that can help.
Posted By Nate ~ 8th December 2011
You’ve seen them. They’re those static backlit green exit signs found in nearly above the keystone of nearly every door leading to an exit. Safety requirements require them. They’re some of the only lights to be seen in a movie theater when the movies are actually playing. They are above every doorway in sporting facilities and in places where there are large crowds like auditoriums and playhouses. They are everywhere. Exit signage represents the ultimate form of wayfinding. But what if we could change them from static?
I like to think of new ideas to write about here at the digital signage blog. This is one area of static signage that could benefit from a little sprucing with a small LCD connected to a sign server and a content management system (CMS). Even more interesting are all the other type of content that could be helpful with such a display.
One area that comes readily to mind is the necessity of emergency alerts. In addition, a sign equipped with sound could offer a double-time protection against potential problems, especially with the visually impaired. Think for a moment of the prevention of problems such a sign could entail. Static signs may be all that is necessary, but dynamic signs could prove beneficial during emergencies, guiding with sight and sound. In places where the exit requires several turns and twists like in the rides at an amusement park, a digital exit sign could be very beneficial. Have you ever been to Disneyland? If so, you know what I am talking about. You’re in line for an hour for a ride and the line snakes through darkened corridors. Exit signage is necessary, dynamic signage could entertain as well as point the way out.
The sign could also offer other needed information that the particular venue may want to share with persons visiting while not distracting from the main message that, “this is an exit.” If the venue owner does not want to distract from what is going on in the room itself. He can simply schedule the sign to be static when it’s needed. If the crowd starts moving, the sign can start directing and giving needed info. It’s that simple.
Some might say cost for implementation is an issue. I would argue that the cost is minimal compared to the potential benefit. Smaller LCD displays are cheap. And if the venue distributed the signal efficiently using the options that are available in the market, then there would not be a need for a digital signage media player at each display. This post represents Nate’s wacky idea for the week. If you didn’t find this interesting, you can check back next week for something a bit better.
Posted By Nate ~ 29th November 2011
I read a post this morning on TechCrunch touting SublimeVideo’s HTML5 plug-in free web player has gone freemium. With the ever-expanding ideas around content, its use, and how it should be delivered, there are more business models as there are media formats.
HTML5
There has been a great deal of discussion around HTML5 and it’s integration with digital out of home and digital signage. With a large population of digital sign vendors utilizing web-based browsers to operate the content on their displays, HTML5 will continue to play a larger and larger role in how media is delivered both online and in the store. With this expansion will certainly come the need for applications like those developed by SublimeVideo and
Freemium
Couple the HTML5 growth and use in this industry with more and more freemium type business models and creative destruction will pave roads, push competitors aside, and provide newer business models heretofore unrealized (I promise the alliteration in the previous list was unintentional). That said, freemium has its place, but it may be less impacting at this point then most have assumed.
Freemium requires scale to make for viable businesses, something to which digital signage has not even come close to reaching. In fact, even when full scale is reached in this industry, whose to say that all those displays will comply with all the beleaguered and varied alphabet soup/this week’s business model, scrappy entrepreneurs out there? While the two may never wed, there will certainly continue to be the illegitimate children born within the industry.
Certainly many more misbirths will occur, whether they happen under HTML5/fremium remains to be seen. Based on history, we know where most ad-funded derelicts wind up.
