Digital signage - a short introduction

Digital signage - what is it and how does it work?

The digital age has transformed the way we communicate. In the past decade, the use of email and the web, along with mobile phones, has grown to be almost universal throughout the world.

The next 10 years could well see digital signage enjoy the same growth and ubiquity as both commercial and non commercial organisations realise the opportunity of better, more exciting communication to ever wider - but targeted - audiences.

Digital signage allows the communicator to deliver their message to the target audience. Compare this with the message delivery of static signage such as posters and billboards which can only passively broadcast their message and hope enough of the right people see the right message.

In this age of 'now', digital signage is again at home. Messages are relayed instantaneously - messages can also be changed instantaneously.

Digital signage technology is already being applied by organisations throughout the world in the private, corporate and public sectors in increasingly diverse and creative ways.



What does digital signage do?

Digital signage allows a single control point to disseminate information, via IP networks, to display devices at remote locations. These locations may be geographically close, in the same building, but a single Digital Signage system can control a network with display devices located throughout the country, or even beyond.

Each display device requires a hardware device to drive it which is often integrated into the device itself. The network structure can be based on a LAN, WAN or can be over the internet depending upon system requirements.

Digital signage technology offers huge flexibility. The diagram shows the Central Location driving just two remote devices, but there is no limit to the number of remote devices that can be built into a system.

Remote devices can be grouped so that different messages are relayed to different groups. For example, a system running in a multi campus college could show different class timetables depending upon the building in which the display device is located.

Information displayed on digital signage systems falls mainly into two areas. Most of us are familiar with the information screens in an airport where flight departure details are continuously updated. But information can also be used to entertain or at least divert an audience from an unwelcome delay.

The airport is of course a location where this can be needed but almost any building that offers a service to the public may have the same requirement. A hospital Accident and Emergency department often has a full waiting room and keeping its occupants engaged is as important to the hospital as managing disgruntled airport passengers is to the Airport Authority.

What does a digital signage system comprise?

Like any computer based system, digital signage comprises software applications running on hardware devices.

Software

Most digital signage software is built on a Windows platform, making interfaces familiar to anyone who has ever used other Windows applications, and can be divided into three main areas of delivery

Content management
Device management
Data management

Content management

This controls design, content delivery, scheduling and distribution of messages.

The design seen on the remote screen can include multiple messages. For example the timetable of lectures running that day in a college can be displayed along with entertainment information for the forthcoming week. Frequently screen layout will include an area dedicated to fast moving information such as ticker tape style news delivery including RSS feeds. In a different environment, a ticker tape type element may display continuously updated data on the number of calls that have been successfully handled that day.

Most digital signage systems include scheduling functionality with the result that message content can be kept relevant depending upon the time of day and day of week.

Distribution can be simple with all remote display devices presenting the same content. Alternatively, remote devices can be grouped so that different groups show different content, invaluable in large systems controlling widely dispersed displays.

Device management

This is often the Cinderella of the digital signage software suite. Almost all display devices now have built in diagnostics and it is this information that is fed back to the device management application at the central location. This constant device monitoring is often overlooked but it is unwise to do so. A remote device that is either turned off or not functioning correctly, will not only not be doing its job, it could well be sending out inappropriate graphics thus damaging an organisation's credibility. Any loss of remote device operation is also wasting the investment that has been placed in its purchase and installation.

Data management

Data can be input into digital signage systems in a variety of formats, the most frequently used being

External hardware (touch screens, switches, etc)
News and weather feeds
XML sources
SQL databases
Outlook calendars
Dynamic data via DDE (Dynamic Data Exchange)

Data is fed into the Data Management application and then delivered to the Content Management application for distribution.

Hardware

The hardware components of a digital signage system are familiar in concept to those used on every modern desk top.

The computing power required at the central location will be entirely determined by the technical requirements and size of the network it is controlling. A simple PC may be adequate for a small system whereas a large server will be required for some of the larger installations.

The display devices located at the remote locations will again vary depending upon system requirements. Where simple information only is required, such as in the college timetable example, then a relatively simple display device may well be appropriate. Where graphics are important, such as where advertising messages are being delivered, then picture quality will be of prime importance.

Flat screen (plasma/LCD) technology is advancing rapidly especially with regards both to graphic display quality and to the size of screen that can be built. proAV installed an 8 x 2 video wall comprising 16 Mitsubishi 50 DLP (digital light processing) video cubes at Heathrow's Terminal 5. Used to display multiple video and audio feeds to staff working in the operational hub of the Airport, the implementation was smooth and seamless and has provided Heathrow with a future-proof system in the T5 facility.

Display quality, functionality, durability and energy efficiency are all likely to be factors in deciding on the technical specification required by digital signage remote display devices.

The future for digital signage technology

Our thirst for information, especially information presented using visual media and easily assimilated is not going to diminish. Organisations in all sectors – retail, the public sector, corporate – are embracing digital signage technology to communicate in ever more creative and imaginative – and effective – ways and digital signage is often the vehicle of choice.

Digital signage is a rapidly developing and expanding technology with an exciting future.

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