Volume 6, Issue 6 — June 11, 2014

But this ease of message creation places a burden of clarity on the marketer or communicator.

The simple question is: “Are we clear?”

The message must achieve intended results, and the minimal amount of information required to achieve this always makes for the best digital out of home use.

The medium can, and should be used to achieve multiple goals simultaneously.

As a minimum, the message should include the identity of the product or service being offered, its core value proposition (i.e., benefit) and a call to action, which might include a telephone number, web address or invitation to engage with product/service/event information through TXT, download or mobile commerce.

When the intention is to increase brand awareness and recall, the primary message elements would include brand identity, tagline, value proposition and other information that allows a viewer to align with and aspire to the brand.

A promotional or merchandising message would seek to achieve viewer response with the promise of value that matters to the viewer. Examples include attractive pricing, selection, ease in getting the value, the benefits of improved life and fun.

Message benefits are maximized when the message is visually appealing and easy to read.

Our brains are hardwired to notice motion, and so the visual appeal should include animation that will attract the eye even unconsciously. Viewers will pay attention and “ingest” messages that they believe are relevant to their wants or needs, and they will unconsciously ignore messages that are not.

Content creation traps that must be avoided include:

• A lack of visual that easily represents the product or service
• Too much information, beyond what is required to achieve the outcome
• Text that is to small to read from the intended viewing distance
• Use of background and text coloration that make the content challenging to ingest.
• An unsuitable length of message relative to the viewing experience. Two short causes viewer frustration (and de-brands), while messages that are too long minimize the opportunity to make best use of display capability.

Generating engagement on the path to purchase can be achieved with simple messaging when the answer to the question “Are we clear?” is: “Yes!”

Lyle Bunn is an analyst, advisor and educator in North America’s digital place-based media sector who has assisted hundreds of organizations to gain advantage from the medium, and who has helped to train thousands of professionals. Reach him at Lyle@LyleBunn.com.

This column was reprinted with permission from the Digital Screenmedia Association and originally appeared here.

According to the Nikkei report, Sony will reassign the people now working to develop OLED TVs at the Atsugi Technology Center and elsewhere to other tasks, including development of 4K-related products. At the same time, the company will take steps to cut costs in order to turn its TV business around. That includes plans to slash labor expenses for consumer electronics products by more than 20 percent.

Countering this report is news from the UK’s What-HiFi magazine that claims Sony sent them a statement denying the Nikkei report. Sony’s statement reads: “Sony has made no announcement in this regard. Sony continues developing and looking into reliable ways to mass produce OLED displays for consumers while continuing to build experience via providing OLED displays for professional, medical and broadcast use.”

If Sony is getting out of OLEDs, this will be the second time it has done so. Remember the Sony Xel 1 11.5″ OLED TV the company launched back in 2009 for $2,500? That didn’t last too long.

At CES 2013, it then showed a 56″ OLED TV prototype that it said was being developed with Panasonic and AUO. In December of 2013, Sony ended the partnership with Panasonic stating it would pursue development on its own.

There have also been rumors of Samsung reconsidering OLED TVs as its RGB OLED approach may be having troubling scaling to TV sizes with good yields. LG seems to be going full bore on OLEDs, however with their white OLED/color filter approach.

If Samsung is having yield issues, Sony, which also has an RGB approach, may be experiencing the same. And to be competitive, these OLED sets will have to offer 4K resolution — which will clearly have a yield impact as well.

Most forecasts for OLED TVs are quite modest over the near and midterm and will not make much of a dent in the LCD TV market. That may be OK if you can charge a good premium for the sets or you have other reasons to produce these models. Those reasons might be technology leadership, overlap with other OLED display segments, or brand leadership. Sony certainly wants to be a technology and brand leader in TVs, but has lost so much money over the last decade pursing that goal, that the idea of continuing this quest may be getting some serious push back.

Sony’s most recent financial statement revealed it lost $1.26B in its last fiscal year ended March 31, 2014, which included $248M in losses at its Home Entertainment and Sound Division (which includes TVs). Sales of TVs increased nearly 30 percent to $7.3B due to a larger share of higher-priced models, but the group still saw a loss of $250M. That’s better than last’s year’s loss of $683M, but will it ever get into the black?

Sony also makes a line of professional OLED monitors as well, so will these continue?  In my discussions with Sony’s Professional group, it is clear that that part of the business is doing very well. At NAB, they announced new 2K OLED monitors and showed a 4K prototype, which should hit the market soon. These offer reference grade image quality.

But is it sustainable? Many say the market for such expensive displays is more limited than it used to be and alternatives are emerging. For example, quantum dot technology in LCD is going to give OLEDs a run for their money in terms of color gamut. The Rec 2020 color gamut is coming so what technologies can meet that need? Sony already uses quantum dots in their LCD TVs, so may be considering using quantum dots in the future and eliminating OLEDs — but that is mere speculation.

OLEDs offer the best black levels too, but with dynamic backlights and high dynamic range displays on the horizon, LCDs will start to rival OLEDs as well. In fact, OLED may be at a disadvantage for HDR displays because they may not be able to sustain the peak brightness levels without ramifications.

One area OLEDs clearly excel at is response speed. There are some LCD modes that hope to improve in this area, but none seem on the commercialization horizon right now. Maybe we will learn more about that at next month’s SID’s Display Week in San Diego.

I recently visited a funeral home, and realized that it is a strong market for digital signage. Many funeral homes have monitors on their walls in which they show slideshows of a person’s life. The intent of these slides shows is to relive happy memories and open discussion about the person who has recently passed. They are very effective in providing this service, but could stand to be even more so.

Currently, many funeral homes will have the family pass along pictures of the deceased and as a service the home will put together the slide show. This is often offered on the website of the company, as well as on a monitor in the home during the visitation period. This is normally done via a DVD player connected to the monitor. When the visitations end, the company gives a copy of the DVD to the family.

This is a nice service, but what if the funeral homes could take it a step further? The obvious first step for those of us in the AV industry is to put together a true digital signage network. This would eliminate the need for the DVD players, and give a more centralized control of the signage system. For the large corporately owned homes, it means that you could centralize and standardize this work. For the smaller family owned homes, it means a little less work for the owner to be fussing with individual televisions and DVD players.

The best advantage of the digital signage network would be interactivity. The problem with the current system of pictures, is that they all come from the immediate family. While those are great memories, they don’t tell the entire story of the person who has passed, nor do the give the family the opportunity to enjoy stories, images and comments from others that knew their loved one. It would be really nice to be able to walk into a funeral home and watch images of a good friend, and laugh and cry about those times. Then to be able to add a picture, that gives context to your relationship, or develops a new story about your friend. This activity would assist with the grieving process for everyone, and make them feel as though they had a real connection during this final goodbye.

Another opportunity for interaction, would be to integrate social media into the sign and the remembrances. Many of us over a certain age, are thinking, wow, isn’t this a time to step away from our phones and mobile devices. Obviously, for those who feel that way, yes it is. But in fact, many people under 30 would not feel that way. Those mobile devices are their tools of communication, as much as writing our names in a visitor book is ours. Being able to share their thoughts, images, words and expressions is a powerful tool. This is especially true during the very tragic loss of a younger person.   We often think of technology as putting us into our own silos, but this is an opportunity for technology to bring us close, during a time we need it. When I give my condolences during a visiting period, I know that the family is too upset to really remember the thoughts I shared about their loved one. My name is a visitors book will not recall those words for them. However, being able to watch a video that is full of remembrances, will be something that family can look back on forever.

As I said at the beginning of this article, I realize that this feels like somewhat of a taboo subject. Let me be clear that I am not suggesting we take advantage of people who have had a loss, or the funeral homes that serve them. Rather, I think this is a great opportunity for your company to do business, while also doing good for others. What are your thoughts? Is the funeral industry too taboo to embrace? Is it a good potential market to tap? I look forward to your thoughts.

Demands for the display technologies used in digital signage vary by application and can be quite different from other applications like home entertainment, cinema, mobile phones, and the like. Together with the business requirements that drive digital signage today, there are many topics that are still developing.

Display Summit is must see conference about new display-based solutions and how they may influence the display industry in coming years. The Digital Signage session will be moderated by David Keene from New Bay Media, and features several speakers that take a closer look at the business environment digital signage is facing.

• Nedi Nadershahi, CTO at Silicon Core Technologies, believes the LED video wall segment needs standardization development.  To support his case, he will discuss the advantages of standardizing the interfaces, which will facilitate upgrades in the overall architecture of these displays.
• Analyst Todd Fender from NPD DisplaySearch will explore the state of the digital signage industry by analyzing the revenue stream over the past years.  With a flat sales volume over the last two years many new projects have been postponed in hope of a more favorable financial and economical environment.
• Daniel Parisien, CEO at BroadSign International, will discuss the challenges of recouping investments in the digital signage space.  With more interest in out of home networks, advertising dollars are increasing revenue in the industry.  However, this money does not reach the AV professional as they are one step removed from this revenue stream.  His talk will discuss ways that ProAV businesses could participate in this market to increase the need for their services.
• Lyle Bunn, a well-known digital signage expert and trainer, will focus in on how digital signage is evolving into a market segment that is mainly driven by return of investment rather than technological marvels.  He will explain what this means for the whole value chain and ways to take advantage of this trend.

Display Summit 2014 takes place Mon., June 16 and Tues., June 17 in the Las Vegas Hotel. The event is focused on InfoComm participants and offers a venue to learn more about the professional AV industry. Covering the two days before the InfoComm exhibition opens, it is convenient for InfoComm visitors to join this conference for some behind the scenes views of what is next in the professional display markets.

Register for the Display Summit here.

Kramer says the VM-4HN supports Deep Color, x.v.Color, Lip Sync, HDMI Uncompressed Audio Channels, Dolby TrueHD, DTS-HD and CEC. It is HDCP-compliant and features I-EDID Pro Kramer Intelligent EDID Processing, an intelligent EDID handling and processing algorithm that ensures Plug and Play operation for HDMI systems. The default, pre-programmed EDID also allows the VM-4HN to be connected quickly and without having to connect a display to the output. It also passes 3D signals.

Here are all the specs.

AxisTV Design runs on the desktop and uses a completely new user interface modeled after familiar Microsoft Office designs. It provides a simple creation and design environment for crafting messages, templates and screen layouts.

A variety of easy widgets are incorporated into AxisTV Design — users can simply drag relevant widgets into the design area to build captivating content and layouts for their digital signs. Widgets include playlists, textual content, images, video and more, and their properties are easily modified with the most popular selections displayed for quick edits. Intuitive tools like guides and rulers help with formatting, and clients can share their designs with other system users.

Because AxisTV Design runs on the desktop, users can create content offline when they need to and synchronize with the system once they’re connected to the network. More information on AxisTV is here.

The Linux-based AP700-4K is a 4K 60Hz digital signage player with RS232 and IR control, an eight-port GPIO interface, dual display capabilities and HDMI input. The Android-based AP70-4k, a lower-priced 4K 60Hz solution, operates at 80 percent lower power consumption than that of comparable PC-based digital signage appliances and comes with a four-port GPIO interface.

With new robust browsers, both the AP700-4k and the AP70-4k digital signage players, support image overlays, HTML5, Javascript and CSS content, allowing easy delivery of dynamic content that can be switched out on the fly using QuickSign Pro Designer and deployed over a large network using CCM Enterprise software.

The AP700-4k and the AP70-4k will be priced around $700 and $500, respectively. (For reference, the BrightSign 4K players are expected to be priced under $1,000 when they are available later this year.) More info on the AP700-4k is here and on the AP70-4k, here. CE labs says these players will be available in Q3 of this year and that the company is currently taking pre-orders.

The MPHDE-50 accepts component, HD-SDI, HDMI (unencrypted), VGA and composite video and simultaneously  outputs a single QAM, ASI or IP output. The entire process is managed and streamlined via the media player. The MPHDE-50 includes an HDMI connection between the media player and encoder. Both units are powered by a single 12 VDC power supply integrated in the chassis for a superior performance. 120 VAC line powering is standard, with -48 VDC power optional.

The media player output is 1080i and there are two USB ports on the front panel and a 10/100Base-T Ethernet port on the rear panel for remote management. An API is included for native applications, and the media player features a 4GB Flash internal memory and SD card port for additional storage.

The encoder — Blonder Tongue’s HDE-CSV-QAM — provides a GUI-based monitoring and control via standard Web browsers, and real-time Dolby Digital audio encoding is supported.

All the detailed specs are here.

The new DSA Series are articulating monitor arms can be used in landscape or portrait orientation and can accommodate monitors and accessories weighing up to 30-pounds and include VESA compatible mounting up to 100x100mm. Once set in the chosen position, tilt and rotation mechanisms can be locked in place and the monitors will remain in the selected position until physically unlocked and moved to a new position.

There are four models:

• DSA11 is a single monitor, single link mount for monitors sized from 10-32”
• DSA12 is a single monitor, dual link mount for monitors sized from 10-32”
• DSA21 is a dual monitor, single link mount for monitors sized from 10-32”
• DSA22 is a dual monitor, dual link mount for monitors sized from 10-32”

All models in the DSA Series feature heavy-duty spring mechanisms to accommodate a wide range of monitors and attached accessories and arms are available with a variety of attachment points including Edge clip, Flat base, Through-hole, and Vertical pipe-mounted adapter styles.

Here are all the specs.

Wondersign offers an affordable digital content solutions for small and medium-sized businesses that want to manage their networks online. It features drag and drop playlist management, automatic transcoding and a selection of professional screen templates.

More information on Wondersign is here. More information on NEC Display’s OPS player is here.

Specs include:

• Operating temperature of 0°-104°F, with optional AC for high temperature environments
• Durable outdoor powder coating — ideal for drive-throughs
• Wall or pedestal mountable
• Built with galvanized treated steel for ultimate rust prevention
• 6 millimeters of laminated, shatter-resistant and anti-reflective glass
• QWP Polarizer refracts sunlight to allow polarized lens wearers to view display clearly
• Theft-deterrent security key latches
• Customizable to add cameras, speakers and branding
• Outdoor Protection: NEMA 4, IP56

Here are all the details.

“Almost immediately after we released the bolt-down video wall mounts, we were getting requests from customers for the option to raise the height of the walls,” said Kathryn Gaskell, product manager. “These accessories will meet that demand without compromising the safety of the installation.”

The extenders come in two lengths and are designed to safely raise the height of the lowest display row of bolt down mounts by 18 or 36″ (457 or 914 millimeters). Larger configurations like the 3×3 landscape and 3×2 portrait are limited to 18″ (457 millimeters) of height extension.

More information is available here and here.

BroadSign Creator, a Web-based tool, allows BroadSign customers to build content from ready-made templates, enabling small networks or local operators within large networks to create and play back customized digital signage content. The addition of BlueFox will now offer customers with the ability to add automated real-time content feeds, such as news, weather, sport data and traffic.

In line with BroadSign features that encourage advertisers to make use of smart content in digital signage campaigns, BlueFox services can work with those of other specialized platforms for custom deliveries. For example, when combined with the automated audience measurement capabilities of fellow BroadSign partner, Quividi, content can be adapted in real-time depending on the audience viewing a screen.

BoardSign is here. BlueFox is here.

Features include:

• Compact size with a body thickness of 43 millimeters
• Support for international VESA mount standards
• Intel Haswell 4th generation chip
• Heat pipe cooling module with a smart fan design
• Supports content for two 1080p displays simultaneously
• USB 2.0, USB 3.0, RS232 and an additionalRS232/RS422/RS485 port
• Dual gigabit LAN support for network connectivity
• Watchdog Timer for security and maintaining normal operation and system stability

Select commercial customers are able to choose imaging services and customized BIOS. Shuttle assists these customers to define parameters and functions, and automatically uploads specified BIOS in each unit. This imaging offers integrators a way to quicken deployments and reduce costs while maintaining consistency.

The DS81 is currently shipping. More information is here.

The QMOD-SDI 2 HD Modulator-IPTV Encoder converts inputs from two SDI sources for distribution as HD in-house cable channels. Supports up to 3G 1080p, embedded AC-3 audio, 708/608 captions, and dual language audio tracks. Audio can be inserted from analog and SPDIF inputs, as well as Line 21 captioning data.

The QMOD-HDMI 2 HD Modulator-IPTV Encoder converts two HDMI (non-HDCP) sources into HD in-house cable channels. Perfect for DirecTV receivers, the unit outputs two sub-channels with AC-3 audio and Line 21 captioning, audio from HDMI, SPDIF and analog stereo inputs.

The QMOD-YPB2 HD Modulator-IPTV Encoder converts inputs from two Component sources into HD in-house cable channels. Perfect for integration with satellite/cable boxes, the unit outputs two sub-channels with AC-3 audio and Line 21 captioning, audio from SPDIF and analog stereo inputs.

For all three encoders, setup and monitoring are done via Ethernet, and the encoders can also output an IP video stream.

The specs on all three are here.

rAVe founder Gary Kayye says, “Arsenal Media is one of the top digital signage content companies in North America. This is a very smart purchase for Christie.”

Arsenal Media boasts an enviable track record in delivering high impact digital signage and experiential installations that include collaborations with clients such as Viacom, Caterpillar, Nielsen, Cineplex, Morguard, Freeman XP, Chicago Mercantile Exchange, Gemological Institute of America, TAD Associates and the Montreal Convention Center. Past collaborations between Christie and Arsenal Media have included the Miami Dolphins’ BuzzWall™, Sun Life Financial’s branded gesture-based display at the Dolby Theatre, and Christie’s award-winning 24K and 8K lobbies in Cypress, California and Kitchener, Ontario.

As part of the acquisition, Arsenal Media’s co-founder, Denys Lavigne, will join Christie as the senior director, Experience Strategy and Creative Services within Global Professional Services.

Founded in 1999, Arsenal Media is a creative agency specialized in the development of experiential digital signage projects and innovative interactive installations. Arsenal Media’s comprehensive understanding of the digital signage media blends solid creative and technical skills that help clients define, create and deploy best-of-class digital experiences. Some of Arsenal’s recent projects can be seen on Christie’s YouTube channel.

Christie is here and Arsenal Media is here. A video about the content solutions they’ve done is available here.

The OverView EVD-4621 is a 46” LCD that uses a 1080p native display with a 180-degree viewing angle, and low energy consumption and is aimed at the tiled video wall market as it has a narrow bezel of only 1.9 mm or 0.075” (right, bottom) and 3.8 mm or 0.13” (left, top).

With a typical luminance level of 450 cd/m², the OverView EVD-4621 is well suited for low light environments. More specs are here.