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Volume 4, Issue 10 — October 25, 2012
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Projectors Don't Do Digital Signage, Right? WRONG
By Gary Kayye
rAVe Founder  When you think of digital signage, you nearly immediately think of LCD monitors. Whether they are mounted horizontally or vertically (mostly vertically), the LCD monitor has become the staple of the digital signage market. Nearly every article you read about digital signage and way over 90 percent of digital signage case studies you ever see have pretty pictures of LCD monitors mounting all over the place driving pretty content to people in schools, retail environments and businesses.
But, why aren't you thinking projectors?
Not only are projectors now cheaper — when compared size-to-size — to an LCD TV in nearly every size category, but they can now be used in incredibly creative ways.
For example, you can't, at this point at least, mount an LCD monitor in a window-front and make it a digital signage sign and still be able to see what's displayed in the storefront – without using an automated mount that raised and lowered the content. But, with a projector you can.
 For example, have you taken a look at Stewart Filmscreen's Mystik!?
Mystik! is a self-adhesive projection material designed for use in digital signage applications – like retail. Mystik! can be applied to any window or glass door to transform the surface into a translucent projection screen.
It's not the only solution for projecting on clear surfaces, but the concept is cool and works well as at night you can transform a storefront into a giant digital signage display that's begging you to return the next day. During the day it can be used to not only convince passers-by to come on in, but also can be co-op'ed for advertising by brands that sell stuff inside the store.
And, don't stop there. You don't have to think of digital signage as limited to the rectangular projection of a screen. Why not use projectors in digital signage applications to project on nearly any surface? Now we have projectors that are bright enough to project in any type of lit environment and on any surface — you can even color-correct the projector when projecting on a colored surface!
Be creative. Be Bold. Don't be boxed in…
Gary Kayye is the founder of rAVe [Publications]. Reach him at gary@ravepubs.com
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UHD-TV Hits the Retail Trail, But There’s a Long Hike Ahead
By Ken Werner
Insight Media  This holiday season you will be able to buy a UHD-TV — that’s Ultra High Definition, a TV with 3840×2160 pixels (also called Quad Full HD or QFHD or 4K). The suppliers in the North American market will be LG and Sony, and perhaps Panasonic, Sharp and Toshiba. All or most of these vendors are apparently using LGD’s 84-inch, 4K panel.
That’s the supply side. On the demand side, who is going to buy a $20,000-plus TV set for which there is no media content in its native format? Microcircuits do exist that upconvert HDTV media to 4K, and it would make sense (lots of sense) for Sony and LG to include such ICs in their offerings.
One selling point for 3D-TV fans is that the high pixel count of UHD-TV sets can compensate for the serious loss in net resolution produced by autostereoscopic (no glasses) 3D-TVs incorporating multiple viewing zones.
Movies in 4K do exist since roughly 90 films have been distributed digitally in 4K, including the forthcoming The Hobbit, Preco’s Wes Donahue said last night at SMPTE’s New York chapter meeting. But, right now, there is no way to get that content to the consumer in 4K. Currently, Blu-ray Disc Association (BDA) says it does not have plans to add 4K support to the BRD specification, reported Home Media Magazine’s Chris Tribbey recently.
How quickly is the UHD-TV market likely to grow? Not very, as long as high prices and non-existent media persist. Recently, IHS iSupply forecast that roughly 4,000 UHD-TVs will be shipped this year, growing to a bit over 2 million in 2017 – less than 1 percent of the global LCD-TV market.
Yet, there is far more optimism in the industry for UHD-TV than there is for 3D. The 4K format is already part of the production work flow in cinema production, so content exists now and will continue to grow at a rapid pace. And the growing market for professional 4K equipment will create the foundation on which consumer products can grow.
The problem – and it’s a big one – is delivering that content to the consumers HUD-TV set. That’s a whole other story, one I expect Matt Brennesholtz to address when he talks about professional 4K issues in his Display Daily next week.
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What Does North America's Dynamic Signage Industry Need to Develop Further?
By Lyle Bunn
BUNN Co.  This initiative was undertaken by Lyle Bunn of BUNN Co. to gauge industry insights about its ongoing development. See http://www.LyleBunn.com – RESOURCES.
On Sept. 19, 2012, this question was posed in an email that was sent by Lyle Bunn to about 5,000 industry contacts. 914 people opened the email and in total five people provided their insights. Their comments as submitted are presented in the following. Status and outlook reports as previously published were offered, but are not re-published.
Perhaps the fact that so few people commenting can be interpreted as:
- All is well and industry growth requires no additional efforts.
- People are “hunkered in,” working hard or “going along to get along” with no time or inclination to offer their thoughts on the question posed.
- The vision for the industry is limited or being held as private perspective.
Industry growth, it should be noted, is really a reflection of the success and growth of individual companies, including network operators and suppliers in the sector.
It bears noting that there are hundreds of people within the industry who volunteer their time and insights in working for industry growth as board, committee and advisory council members of associations and events, award judges, presenters and panelists at events, contributors to industry publications, bloggers and as contributors to industry development dialogue at large. Further, association executives, event producers and editors whose business it is to offer a path for engagement with the industry, welcome newcomers, broaden “best practices,” showcase innovations and illustrate new possibilities and directions. In serving the needs of their broader membership, exhibitors, delegates, advertisers and readers, the people of these groups deliver against their terms of reference.
What does North America's Dynamic Signage Industry need to develop further? Here's what they said:
“In all candor, I believe there is serious political/traditional media industry lobbying taking place for the past eight to 10 years to prevent DOOH from getting its fair share of ad revenues. Clearly, DOOH has superior targeting and demographic reach abilities beyond mass media TV, radio and print. DOOH also now has superior and cost-effective technology innovation to deliver content-advertising to specific audiences and bypassing traditional Cable MSOs, Satellite DTH, and Telco Video nets. And clearly more people are spending greater amounts of time OOH in their daily treks. But somehow the DOOH industry (all network genres) just can't get the sales inertia required to earn the $$ from agencies or brands. Maybe something is rotten in Denmark, or maybe we need some heavy DOOH lobbyists of our to get this ball rolling.”
Network Owner (Anonymous)
***
“The ad-supported Digital Signage industry needs to integrate into the larger digital advertising ecosystem. Unlike the online, email, mobile and social segments, digital signage operates as a silo with closed CMS (Content Management Software) systems and no connections to the larger digital media marketplace (through ad networks, DSPs, RTBs and exchanges). This has restricted the development of sales channels which drive an efficient marketplace in all other digital advertising channels, and has resulted in the lowest fill rate of any digital medium (perhaps any medium, period). Operators' balance sheets have been stressed which further contributes to the under capitalization of this otherwise stellar advertising medium.
The second area where digital signage falls behind the rest of its digital siblings is with regard to compliance measurement and reporting. This industry should consider whatever Outdoor has delivered to advertising clients (with EyesOn) as the minimum point of entry and should focus on setting an even higher standard.
This industry can do it. The tools are now available. The stakes are win or lose.”
Brent McKay
ceo/founder, bulzi Audience Intelligence
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“The early days of digital signage and indeed into the "middle days" were exactly as one might expect a new industry to behave: myopic, protective and self-righteous.
These are not intended as slights against those early pioneers, but rather how new industries are born. When the majority of people have no idea what is being created, the responsibility is on the innovator(s) to push their way through and provide a solution where no one knew one was required. The manner in which technology was being used; the processes that were being invented and the markets that were being created were all being done with loose connections to many different disciplines. Unless you were fully immersed in the digital signage method it was difficult to see how similar and different it was to everything else out there.
Fast-forward to present day. There is a public awareness of digital signage as a whole. And while the general public may not know how a display gets its signal, they do know what they see and they know what they like… and dislike.
It is time for those in the industry to shed the myopic view that "we know best" and begin to engage on a much broader level with partners from all the different disciplines. The next wave of growth will come from those that are not afraid to recognize their strengths and weaknesses and engage others to deliver best-practices quality work.
For example, the audiovisual industry as a whole has a long and rich history of designing complex technology-driven systems. These very designs are being integrated every day into facilities – public, private and otherwise. Do they understand (or need to) the content objectives of a system? Aside from technical and bandwidth requirements — no, they don't. But when they are being hired to install a system they can better serve themselves and their clients by attaching someone to the project that will talk about things other than cables and bandwidth!
Conversely, too many "digital signage specialists" are selling their solutions based on the content management and higher objectives of the system without spending too much time on how best to integrate into the facility and what components may be best suited to distribution. It may sound trite, but none of us can be experts at everything. Someone focused on creating compelling content has a different perspective than someone creating an IPTV distribution system. We each need to specialize in providing the service to which we are best suited (as individuals and as companies). When combined with other specialists we then have a compelling offer!
Every good presenter at DSE (Digital Signage Expo) speaks to end-users on the importance of educating themselves and building teams to implement a digital solution.
We need to follow that same advice on the supply side and bring that team forward to the end-user to provide the next level of implementation and growth in the industry.
Dwayne Brown
Senior Consultant, Digital Media and Venue Technologies
Westbury National Show Systems Ltd.
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“The industry leaders must work together to embrace a seamless ad serving solution to help advertisers reach the right audience with the right messaging at the right moment — in real time. If we can accomplish this, then we will mainstream and grow exponentially with the digital online community.”
Carolyn Kelly Walkin
Business Development Manager
VUKUNET Ad Serving Platform
Powered By NEC Display Solutions of America Inc.
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“The amazing advances in LED-based screen technology combined with dynamic and innovative creative content is leading the growth of digital signage into the future. LCD panels are now brighter and more dynamic than ever; the use of LED backlighting technology to produce this result has created a canvas for amazing creative that is now more dynamic and long lasting than ever before. Not only are the panels bigger and brighter, but they can now also be brought outdoors to a whole new market of venues hungry for the ability to communicate visually.
The SMD technology driving LED displays is also advancing at a rapid pace and we are now seeing resolutions as low as 1.9 millimeter, making this technology, brighter, clearer and even more dynamic than ever before. Combine these advances with the ability to create any size display with no bezels and you truly have a canvas on which extraordinary content can be displayed.
Most importantly though it will be the creative groups that drive the growth as they see and understand the amazing opportunities they now have to use this fast evolving medium to communicate and interact more effectively than ever before in the real brick and mortar world where experience and entertainment have always been the reason consumers get drawn to and enjoy shopping in a physical environment.”
Stephen Gottlich, Innovation Leader & Product Manager
GableVision a business unit of GableSigns
***
Thanks go to everyone who took the time to provide their insights, or who contemplated the question. For other perspectives on corporate or industry growth, get resources at http://www.lylebunn.com/Pages/aboutus.aspx or contact me at Lyle@LyleBunn.com
This column was reprinted with permission from Lyle Bunn and BUNN Co.
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ClearOne Debuts MagicBox Digital Signage Server  ClearOne today announced the release of the MagicBox "on-premise" Entry-Level Server (ELS) web-based, digital signage software. The ELS runs MagicBox WebSuite software applications for digital signage, including content creation and asset management inside a browser for content management — from design to verification. The ELS is available with upgradable licensing options to support 5, 15 or 25 media players.
Built in applications included in the ELS are:
- Composer – an app to manage multimedia assets, custom-build layout, schedule and publish projects
- Ad Logger – for network verification of impression analytics
- Audio Manager – for audio playlist creation and management software
In addition, the ELS allows users to upload content and manage content repository, set different security levels for different users, set up and organize signage players on the network and the ability to remotely upgrade media players via the network.
Here are all the specs: http://www.clearone.com/products_magicbox_websuite
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NEC Upgrades LED-Based E Series  NEC Display debuted a third generation of its commercial-grade E Series monitors this month in the form of new 32-inch (E323), 42-inch (E423), 46-inch (E463) and 55-inch (E553) models. The entire E Series displays is targeted at affordable display options for educational, commercial AV, retail stores, quick-service restaurants, healthcare waiting rooms and fitness centers.
Using edge-lit LED backlighting, the E Series is thin (less than 1 inch) and consumes up to 56 percent less power (than CFL-lit), resulting in a lower total cost of ownership (TCO). The displays also offer a three-year warranty.
Inputs include three HDMI inputs and VGA, in addition to having an integrated ATSC (HDTV) off-air tuner. Control is via RS-232 and, for digital signage applications, the displays include a USB media player capable of automatically playing .jpg images. Contrast ratio is spec'd at 4,000:1 contrast ratio and all five models will ship next month.
The E323, E423, E463 and E553 are priced at $419, $649, $829 and $1279, respectively. Here are all the specs: http://www.necdisplay.com/category/large-screen-displays
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Peter L. Bocko of Corning Glass Technologies to Keynote DSE 2013  Digital Signage Expo (DSE) announced this week that Dr. Peter L. Bocko, chief technology officer for Corning Glass Technologies, Corning, Inc. will deliver the keynote for DSE's 10th Anniversary event, to be held Wed., Feb. 27, 2013 in Las Vegas.
Bocko, recognized as one of the foremost glass experts in the display industry and who has contributed to the design, technology delivery and commercialization of innovative new technologies at Corning, will present “Looking Forward by Looking Back: A Futuristic Retrospective on the Trends in Display & Digital Signage.”
In keeping with the conference theme, Innovation Inspires, Bocko’s remarks will address those key developments he believes have had the greatest impact on the digital signage industry, describe the compelling value propositions for advanced capabilities such as high resolution, interactivity, 3-D, transparent displays and audio, and the innovative role each will play in the future.
DSE will take place at the Las Vegas Convention Center Feb. 26 – 28, 2013. To see the full agenda for the event, click here: http://www.digitalsignageexpo.net
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Extron Ships High-Res VGA Line Driver with EDID Minder  Extron is now shipping its new Extender Plus VGA and Audio Line Driver with EDID Minder. This one-input, one-buffered-output line driver extends VGA-QXGA and HDTV component video along with audio signals up to 250 feet (75 meters). Unbalanced computer stereo audio is converted to balanced, line level stereo audio to eliminate noise usually associated with unbalanced audio when distributed over long cable runs. It features EDID Minder, which automatically manages EDID communication between connected devices to ensure that the source powers up properly and reliably outputs content for display. The Extender Plus is available in Decora-style and AAP form factors, providing convenient AV access and signal extension for a wide variety of environments.
To maintain signal integrity over long distances, the Extender Plus provides video amplification and peaking control to compensate for attenuation that can occur in long cable runs. Proper signal compensation supports a more detailed image with greater contrast. It also offers EDID capture mode, selectable resolutions and refresh rates and real-time status LED indicators for system monitoring. Both versions also include an energy-efficient, external universal power supply for worldwide compatibility.
To see all the specs, click here: http://www.extron.com/product/product.aspx?id=extenderplus&s=5
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BrightSign Introduces XD Digital Signage Player Line  BrightSign made a major announcement today with its XD product line, the company's first line of solid-state digital signage media players with PC-based player capabilities.
BrightSign’s new XD products offer video and other multimedia capabilities that, until now, were only possible with a PC-based solution. This includes the ability to display live HDTV broadcast content using an ATSC/Clear QAM tuner or HDMI input. The ATSC tuner is used to play cable TV or closed circuit TV broadcasts, and the HDMI input to play any broadcast content, including HDCP-protected content. This is an upgrade from BrightSign's current players, which can broadcast live TV, but only SD content and nothing protected by HDCP. All models include an advanced video decoding engine with scaling technology to deliver 1080p60 video, as well as 3D content. The video engine is capable of decoding two 1080p60 videos or several lower-resolution videos simultaneously. All models support HTML5 so content creators can use familiar development tools to create engaging content. In addition, BrightSign’s usual touch-screen interactivity is enhanced with swipe/gesture control.
The XD line offers three new media players:
- XD230 Networked Player: Capable of playing two 1080p60 videos or several lower-resolution videos simultaneously from local, networked and streaming sources – with support for Full HD, HTML5 and 3D content.
- XD1030 Networked Interactive Player: Engages the audience with a diverse range of interactive controls such as touch/swipe, GPIO, serial, USB, UDP and mobile devices.
- XD1230 Networked Interactive and Live HDTV Player: Includes all the features the XD1030 offers plus Live HDTV playback via HDMI and ATSC inputs to capture an audience and keep them wanting more.
BrightSign’s new XD product line will be available in December 2012. The MSRP of the XD230, XD1030 and XD1230 digital signage media players will be $450, $600 and $700, respectively. The players are backed by a one-year warranty and include BrightSign’s free BrightAuthor software.
To see a spec sheet, click here [PDF].
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InfoComm International Appoints David Labuskes as New Executive Director and CEO  InfoComm International announced a new executive director today, David Labuskes, CTS. He is currently vice president of RTKL, a division of ARCADIS, one of the world's leading architectural and engineering firms and founder of the company's Technology Design Practice. Labuskes' responsibilities at the company are full operational, financial and marketing strategy for the delivery of design services around the world. He's responsible for key account business development, client relationship management, P&L and product development. He also has over 20 years of IT and software development experience.
Current Executive Director and CEO Randal A. Lemke said, "I've had the pleasure of knowing and working with Dave for more than 10 years. I was delighted when I heard the search committee chose him."
rAVe founder Gary Kayye said, "David is an AV insider, exactly what we needed at InfoComm. His technological expertise and leadership at RTKL is legendary and he'll be a great leader of InfoComm and visionary for our industry."
The InfoComm search committee for the new executive director and CEO was made up of Johanne Belanger, Lee Dodson, Matt Emerson, CTS, Jim Ford, PE, Greg Jeffreys, Mark Valenti, CTS and Tony Warner, CTS-D, who chaired the committee. In March, InfoComm retained Korn/Ferry International to assist in conducting the search.
Current InfoComm Executive Director and CEO Randy Lemke, Ph.D. announced this past January that he planned to retire at the end of the year. Lemke joined InfoComm in 1996 as vice president of education. In 1997, he pioneered InfoComm Academy Online, an Internet-based training system for the AV industry, which currently has 3,000 students enrolled daily. He became executive director and CEO of InfoComm in 2000.
Lemke holds board positions, and has been the chairman of Integrated Systems Events, LLC, a joint venture European trade show company, and InfoComm Asia PTE, Ltd., a joint venture company in Singapore operating InfoComm's Asian tradeshows. He is the founding and current chairman of the STEP Foundation, a jointly supported foundation composed with other industry associations to bring sustainability to the process of planning, designing, integrating and operating technology systems and reduce long-term environmental impact from technology deployment. He has also served as chief executive of ICIF, InfoComm's charitable foundation.
In January, Lemke said, "It has been an honor to serve the needs of such an exciting and innovative industry these past years, and it's with mixed feelings that I leave the wonderful team of professionals and close friends I have made here at InfoComm."
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Digital Signage Federation Establishes New Industry Standards for Educators  The Digital Signage Federation has established a set of new National Standards for Digital Signage Education to provide curriculum guidance for universities, colleges and specialty schools, throughout North America, wherever areas of study touch on coursework related to the various facets of digital signage.
By establishing National Standards for Digital Signage Education, the DSF has taken an important first step in broadening the labor pool of qualified candidates for future employment in the digital signage industry. As the digital signage industry grows, it is imperative that employers have qualified entry-level choices of personnel to be able to grow their business affordably. Going forward, the DSF will be working to secure adoption of these Standards by colleges, universities and specialty schools, to provide the guidance necessary to frame their curricula to ensure that graduates have the prerequisites necessary to meet the industry’s hiring needs.
Alan Brawn, Chairman of the DSF said, “The National Standards for Digital Signage Education is an exciting initiative as it represents the first time in the history of our industry that standards for a digital signage curricula in higher education has been developed. Education is the lifeblood of advancing and furthering our industry and as we progress and move forward, it is vital for us to encourage schools to develop comprehensive programs in digital signage so that a well-educated pipeline of talent is available to organizations. Our hope is that by providing common ground to work from, and receiving input from both academia and industry professionals, we can continue to grow and improve the National Standards.”
To ensure that graduates meet basic prerequisites for hire, the DSF’s National Standards for Digital Signage Education provide a comprehensive descriptions so that educators can either incorporate key information in existing coursework that would be subject appropriate, or introduce new subjects to provide a richer, more relevant educational experience. There are many courses and curricula in many universities, community colleges, and technical schools that already incorporate elements that would contribute to developing a specialty track, certification program, or full degree program that could lead to careers in digital signage.
Key topics incorporated in the new standards by the DSF’s Education and Standards Committees include:
• An understanding of the history of digital signage to be able to comprehend the future direction of the industry. • Familiarity with the key elements and components of digital signage. • Ability to identify applications potential for digital signage, how application decisions are made, and how digital signage is helping specific sectors. • Ability to define and identify proper use of digital signage technologies, and how all the elements of digital signage (systems, content, networks, displays, software, and hardware) work together as an integrated digital signage network • General understanding and ability to analyze business concepts, rationale, and decision processes involving digital signage. • Familiarity with correct use of terms broadly used in the digital signage industry
The DSF updates the standards regularly and solicits input from industry and academic professionals. The DSF Education Committee sets the review process and publishes the updated versions of the standards, and the most current version is published on the DSF website.
More information on DSF’s National Standards for Digital Signage Education can be found on the DSF website http://www.digitalsignagefederation.org/educationstandards
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New FUSION Series Carts Combine Sleek Aesthetics and User-Friendly Features  Chief is now shipping its new FUSION Series carts in North America. The design updates include flexible cable covers to allow access at any point along the column while concealing cables for a clean installation. A turn knob lets a single user smoothly raise and lower the screen to any height between 50 and 70 inches (127-177 centimeters).
The new carts and stands also feature:
- +5/-5 degrees of tilt and effortless display adjustment
- User-friendly interface, optimal for screen sizes up to 60 inches and 200 lbs (90.7 kg)
- Black or silver finish
- Smooth rolling and lockable castors for effortless positioning
Chief engineers created wider columns with rounded edges to make the carts easy to hold during the moving process, and the angled base makes corner positioning a snap.
Here are all the details: http://www.chiefmfg.com/Series/lpau
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dnp Introduces Supernova Blade  The dnp Supernova Blade is a completely frameless front projection screen designed for meeting rooms, retail stores and residential applications. Only 3 millimeters thick and available in sizes 100”, 110” and 120” in 16: 9, the Supernova Blade, we have to say, has a cool, slim format with a contemporary architecture and interiors design. Designed using ISF-certified material, it can be hung from the ceiling or on the wall.
The Blade is shipping now. Here are the specs: http://www.dnp-screens.com/DNP08/Products/Front-projection/Fixed-screens/dnp-Supernova-Blade.aspx
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Vewell LCD Tiling Video Wall  At InfoComm MEA, a little-knows Chinese manufacturer, Vewell, will show its LCD video wall with narrow bezel display. The company says the gap between the two displays can be as narrow as 1 millimeter.
With high brightness spec of 700 cd/m² and offering 1920×1080 resolution display, the video wall supports inputs such as VGA, HDMI and DVI as well as SDI. It can be controlled via IP or RS485. Vewell also claims the display has a 50,000 hour life.
Here are the stats: http://www.vewell.com/tiling.shtml
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Premier Adds Single Latch Design to Video Wall Mount  Premier Mounts has added its single latch design to the company's line of video wall LMV mounts. The new single latch release adds ease to the LMV installation process by simplifying the release technique and ensuring a reliable opening and closing of the mount. Applying direct pressure to the mount, then slowly releasing will allow the single latch to open or close the mount in one smooth motion.
The LMV supports displays up to 160 lbs. and screen sizes from 37" to 63". It includes laser cut design spacers customized for specific displays to ensure an aligned video wall. The open design provides ample accessibility for display adjustment and maintenance. Premier also offers custom versions of the mount.
Here are all the specs: http://www.mounts.com/product?product=LMV
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SMS Ships Media Cabinet Indoor Wall and Totem  Smart Media Solutions is now shipping its SMS Media Cabinet Indoor Wall and Totem, first shown at ISE and InfoComm earlier this year, which are meant for indoor locations with a large number of passers-by and therefore a need for excellent security. They can be mounted on walls or ceilings, or stand on the floor.
Displays are protected behind unbreakable Hammerglass, a scratch-resistant polycarbonate material that SMS says is 300 times stronger than glass and can withstand most types of chemical and acid attack. It also offers UV protection, drill-proof security locks and a robust black or white cover that protects from external damage. The cabinet is pre-assembled at the factory, only requiring mounting or positioning, so its easy to install.
The SMS Media Cabinet Indoor Wall is suitable for LED-backlit LCD displays in 40", 46" or 55" sizes. The SMS MEdia Cabinet Indoor Wall Totem is a floor-standing model meant for one or two (back-to-back) displays of 55".
For more information, click here: http://www.smartmediasolutions.se/en
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Retail Digital Signage Failure: Three Reasons Why It Was Visual Harassment
By Judy Hoffman
Noventri Digital Signage  A major supermarket deployed a 100-screen digital signage ad network in 2004 as a trial run for a planned 300-store install. The goal was, like all major instoreTV, to attract advertisers and run promotions within the shopping environment and to increase sales. But the project died off with little interest from both the public and potential advertisers. Why? It was a matter of too much and too many.
First, there were 40 screens within a single location. Yes. That may have been a little too much… digital display overkill. This was partly due to the excessive reliance on store traffic pattern studies. Such studies are great for knowing where customers walk and linger, but they are limited because they don’t show where customers are looking as they walk.
Second, the screens were placed too close together. Screens churned out various advertising messages all at the same time next to other screens. Concerning this ‘faux pas’ in screen placement, did anyone involved in this project even consider whether advertisers would want their message competing with other advertising within the store?
Third, apparently the screens had rapid, 10-second visuals. The content contained flashing, bright video images that bombarded customers during their shopping experience. Can you imagine 40 screens placed very close to each other and pounding moving images into the eyes of customers that are struggling to concentrate on one thing to simply purchase groceries? This was visual harassment! Little wonder the deployment never made it past its infancy.
Using video and extreme motion in retail signage must be given very serious thought. Is it really necessary? It is costly, time-consuming and it just doesn’t work. Why digital signage vendors and resellers are intent on using flashy video for such installs is beyond reason. After all, shoppers don’t go to the store to watch television. Nor do they have the time to pause and consume such content.
But high-definition, non-moving graphics and ‘soft’ transitions within zones does works. It calms the mind. People can focus. Only then can an advertiser’s message truly be seen and digested. Good digital advertising content does not invade a person’s freedom to shop and make buying decisions. Rather than harassing customers on a visual level, it adds to the shopping experience by providing messages that are there to be consumed as needed.
Noventri has preached this message since the early days, with some resistance by the industry, naturally. But more and more, digital signage users are finding this to be sound reasoning. Video just does not work in most installations. After all, it is called digital signage. Traditional signage does not need to move. Thus, viewers that are on the move can actually read and ‘get’ the message. Soft motion through transitions provides just enough so-called movement or change to catch a viewer’s eye without harassing them. Noventri has a ‘golden rule’ that they follow for most installations: “Moving audience… still pictures; still audience…moving pictures.” In retail, the audience is moving. No need to say more.
This column was reprinted with permission from Noventri Digital Signage and originally appeared here.
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So, that's rAVe DS [Digital Signage] for this month! Remember, we are here to HELP the AV market penetrate the DS market. Only 12 percent of the DS market is integrated by AV companies. The other 88 percent is IT-based. Now, there are AV publications and even an association that would like to draw those IT people in to AV (it would increase readers, right? And more readers means they can charge more for ads). That is NOT what we are doing. rAVe DS is specifically designed to pull AV into the DS market and teach AV companies how to take business away from the currently dominated by IT market. For those of you NEW to rAVe, you just read a 100 percent opinionated ePublication that's designed to help AV integrators. We not only report the news and new product stories of the digital signage industry, but we stuff the articles full of our opinions. That may include (but is not limited to) whether or not the product is even worth looking at, challenging the manufacturers on their specifications, calling a marketing-spec bluff and suggesting ways integrators market their products better. But, one thing is for sure, we are NOT a trade publication that gets paid for running editorial or product stories. Traditional trade publications get paid to run product stories — that's why you see what you see in most of the pubs out there. We are different: we run what we want to run and NO ONE is going to pay us to write anything good (or bad). Don't like us, then go away — unsubscribe! Just use the link below. To send me feedback, don't reply to this newsletter. Instead, write directly to me at gary@ravepubs.com or for editorial ideas, Editor-in-Chief Sara Abrons at sara@ravepubs.com A little about me: I graduated from Journalism School at the University of North Carolina at Chapel Hill (where I am adjunct faculty). I've been in the AV-industry since 1987 where I started with Extron and eventually moved to AMX. So, I guess I am an industry veteran (although I don't think I am that old). I have been an opinionated columnist for a number of industry publications and in the late 1990s I started the widely read KNews eNewsletter (the first in the AV market) and also created the model for and was co-founder of AV Avenue, which is now known as InfoComm IQ. rAVe [Publications] has been around since 2003, when we launched our original newsletter, rAVe ProAV Edition. Everything we publish is Opt-in — we spam NO ONE! rAVe ProAV Edition is our flagship ePublication with what we believe is a reach of virtually everyone in the ProAV market. rAVe HomeAV Edition, co-published with CEDIA and launched in February 2004, is, by far, the largest ePub in the HomeAV market. We added rAVe Rental [and Staging] in November 2007, rAVe ED [Education] in May 2008 and then rAVe DS [Digital Signage] in January 2009. We added rAVe GreenAV in August 2010 and rAVe HOW [House of Worship] in July 2012. You can subscribe to any of those publication or see ALL our archives by going to: https://www.ravepubs.com To read more about my background, our team and what we do, go to https://www.ravepubs.com Back to Top
Copyright 2012 – rAVe [Publications] – All rights reserved – All rights reserved. For reprint policies, contact rAVe [Publications], 210 Old Barn Ln. – Chapel Hill, NC 27517 – (919) 969-7501. Email: sara@ravepubs.com
rAVe DS [Digital Signage] contains the opinions of the author only and does not necessarily reflect the opinions of other persons or companies or its sponsors. |
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