Volume 7, Issue 9 — September 25, 2015

HTML is a universal, device-neutral language, meaning it can run on commercial, off-the-shelf TVs and digital projectors as well as consumer devices like phones and tablets, and increasingly even wearables like watches.

For users, the advantage of HTML is that the same information can be experienced consistently across multiple display platforms — from TVs to personally owned phones. For example, in the local transportation context, transit information can be made available for passengers to use on their mobile devices, whether by wi-fi portals, or using location based tools like Bluetooth or NFC. Given the ubiquity of web-enabled devices, this massively increases the reach and usefulness of signage information. It is also a game-changer for the disabled, because accessibility is a native feature of the HTML standard. A standard iPhone can read upcoming train arrival times to a blind person waiting in a cafe around the corner or via an inexpensive Bluetooth beacon attached to the digital sign.

Another underappreciated advantage is that the native speed of HTML signage development is fast. Web design operates at a faster, more innovative pace than traditional digital signage because web development has the advantage of a diverse ecosystem of talent and tools. It’s normal for web updates to be fully tested and deployed, in a week or less. This nimble development process allows for faster iterations, which is a key factor in keeping content current and making improvements faster. A simple glitch on a website can easily be fixed and deployed the same day it’s discovered. Similarly, timely content, such as a holiday greeting or a subway service disruption are trivial to execute on a website, leading to more dynamic and engaging user experience.

A more efficient HTML-based workflow also provides opportunities to build a positive relationship between users and signage content. The modern web experience is a “two way street” in which users interact and contribute to the content they consume. Digital signage can harness this potential too, as user feedback can be quickly and easily gathered and implemented instead of depending on a protracted planning and requirements-based development cycle. It has become commonplace for web-based documentation to end with a single interactive survey question such as: Was this helpful? Instead of a committee arguing over what is or isn’t useful, features like this allow the users themselves to simply tell you. And as circumstances change, the feedback is collected in real time, allowing for an immediate response. (It should be acknowledged that interactivity is an ongoing challenge for all digital signage, as even touchscreens typically only allow one user to interact at a time. Allowing users to interact using their personal devices is a more promising solution that will also unlock the potential of interactivity — and HTML facilitates this!).

Widely applied web concepts like A/B testing can be used to gain powerful quantitative insights into signage effectiveness. Web software developers already have numerous tools at their disposal that make split testing trivial to implement. In the past, the effectiveness of a printed ad would largely rely on the talent and experience of the designer. Today, in the web world, ad campaigns are launched with multiple subtle variations and rotated to determine which are the most successful. Ads that fail to perform, are removed from the rotation until only the most profitable remain. Consider a digital sign in a food court instructing guests how to recycle correctly. Web technologies make it easy to present different versions on different days and then compare the results.

For a long time, digital signage has lagged behind the web, hindered by obscure, proprietary technologies, and offering rigid and outdated experiences designed around technical limitations rather than the needs of users. HTML is an opportunity for digital signage to catch up.

Emerson Loustau, CTO, TransitScreen is a designer, developer, and problem solver. He has worked on a wide range of projects, involving a wide variety of technologies, frameworks, and tools. As a designer, he specializes in complex user interfaces and responsive web design. As a developer, he specializes in MVC programming and writing scalable, maintainable software. Emerson. Emerson was formerly the CTO of a startup in New York City. He is an active participant in the open source community and maintains an active interest in rapidly evolving web technologies.

I have developed a set of recommendations that can apply to either tech mangers who support the rooms in-house, or to integrators who support the spaces remotely. First, you need to create a balanced scorecard that clearly states your goals. Second you need to start collecting useful metrics about the spaces you are supporting. Finally, you need to analyze the metrics you created and see if you are achieving your goals on the balanced scorecard.

A balanced scorecard is a concept used by many businesses to make sure they are achieving goals that are not strictly financial. The concept of a balanced scorecard is not used much in the higher ed world, but is very useful because it does not focus solely on financial measures. One of the measures in the balanced scorecard is customers. How do you want your customers to view you? In the case of technology support, this looks like: time to close calls, number of calls per room/per usages, wait time between problem report and arrival of (or communication with) a technician. A second measure of the balanced scorecard is internal business processes (also called operational performance by some). This measure is used to gauge things like total system up-time, peak time available and whether your systems are secure. A third part of the balanced scorecard is learning and growth. This is measured by driving down the number of problem calls you get. If you are learning and growing, you should be eliminating predictable problems as you discover them. It also can be used to measure whether your employees are achieving certifications, taking online refresher courses and staying up to date. Finally, there is a portion of the balanced scorecard that looks at financials. This is something that we, in education, are very weak with. However, when done well it can be very informative and useful. When we talk about class capture for instance, we normally look at the installation and equipment cost. Yet, we don’t often break that down into comparative numbers that tell us how much it costs per use. Or better yet, how much it costs per viewed recording. Those are numbers that are actually useful. If your institution has a push towards encouraging faculty to use Class Capture, then having those numbers (on the costs), and setting a goal of driving them down (because they are used more), is a great metric for your scorecard. For more information on the Balanced Scorecard, check out the Harvard Business Review. There is a great read from the people who invented the concept, Kaplan and Norton. The image included here shows a potential scorecard with the goals discussed in this article.

Now let’s think about metrics. You should only be collecting metrics that are valuable to you, and you can put to direct use. Some examples of useful metrics for most institutions would be:

• Number of hours in a defined time period that the technology is used.
• Number of problem calls that are classified as technical problems
• Number of problem calls that are classified as user/training problems
• Cost of resolving an average trouble call
• Number of hours in a defined period that specific technology (class capture, clicker, collaboration) is used
• Time to close open problems
• Down times of spaces

I am sure that you have some very specific metrics that may be of interest to your institution that I have not listed. I just warn you to be thoughtful of what you collect and how you collect it. For example, in the past we collected the number of lamp hours used in a day. We assumed this would tell us how much the projection system was used. However, we found that projectors were left on when not being used. So, while the data may have been useful for some analysis, it was not an accurate number of how often the technology was being used. If you engage with a skilled programmer, together you should be able to define the specific metric you want to understand, and the programmer should be able to find a way to collect and report that metric.

If integrators were to start thinking about offering services and consulting to institutions to help them think about metrics and scorecards, it could be a lucrative business opportunity. Many of the statistical systems, and reporting would be the same for different institutions, but the integrator would make money on the services. One of the few places that there is a profit margin left in the industry. If you are a technology manager, being able to provide this data to your administration will show that you are constantly looking to improve your services. Also, by simply implementing the scorecard your services will improve. A win, win for everybody.

As multimillion- (or billion-) dollar facilities, airports need to generate revenue, but the falling profits of airlines has made that ever more difficult. Airport World notes that there are five elements necessary for the airport itself to drive profit:

• Airport branding separate from airline branding
• Time spent at the airport
• Multiple touch points for passengers
• Choice of activities
• The propensity of travelers to spend money

While most airports enjoy some of these key elements, few touch them all. It’s the innovative airports that keep travelers happy and spending money.

Applying those five elements in the real world requires innovation, forethought, and a commitment to long-term thinking. For example, a study found that 35 percent of U.S. air travelers found it difficult to find restaurants and stores. That adds up to millions of dollars in lost revenue — if the travelers could find what they wanted in the amount of time available.

Something as simple as a touchscreen information terminal could allow passengers to quickly find what they’re looking for, but also to introduce them to options they may not have known were available.

Airports can use advertising, retail sales, and food service to increase revenue, but only if they drive passenger engagement. And they can only do that if their displays are both useful and beautiful.

Functional vs. Aesthetic

Too often function and form are placed in opposition to one another. But when they are both working together the results are better than emphasizing only one or the other. In the modern world, televisions are everywhere so they tend to fade into the background of consciousness. That means that ads and information are also given less mental real estate. But when the displays are beautiful and innovative in themselves, they draw attention to not only the form, but also the content.

Some of the most innovative airports realize this and put it to use, turning time going through security, waiting for a flight, and collecting baggage — normally boring endeavors — into engaging parts of the travel. Passengers don’t have to wait until they leave the airport to start enjoying themselves if proper attention is given to both the aesthetic and functional aspects of digital signage.

At the Los Angeles International Airport, Tiffany & Co. sponsored a digital clock tower that shows the current time, but also highlights the stylish timepieces sold by Tiffany. The seven-story, four-sided, digital-display pillar is at the center of the Tom Bradley International Terminal. The collaboration between Tiffany and the airport creates both value for the travelers and compelling marketing for high-end watches.

The Miami International Airport makes digital signage personal with virtual personal assistants that can help both English and Spanish speaking travelers navigate the airport, find shopping, food, and get important information. The virtual assistant kiosks allow travelers to find the information they need at their own pace which frees up airport employees and helps the travelers to feel more welcome.

Every international airport needs to process passports for travelers. At the George Bush Intercontinental Airport in Houston. They’ve installed passport processing kiosks, but the real innovation is in adding additional information and advertisements to the digital displays. Since the passport processing takes in the flight information, the system knows which gate the traveler will be using and at what time, making it ideal for personalized suggestions for shopping or dining.

Using digital displays improves the airport experience for travelers, making the airport a part of the fun of travel.

This column was reprinted with permission from InfoComm and originally appeared here.

Digital signage is so much more than just a push system — in a world where people are constantly interacting with devices to give them on-the-spot information, you need to do more than just attract their attention — you want them to the act on, and interact with, the information you give them. When this happens, your audience naturally integrates what they see on your screens with their normal routines and your messages become part of their world. It also gives you the ability to measure how effective your communications are, and tweak things to increase engagement.

A recent Gallup report shows that 70 percent of US workers feel “not engaged” or “actively disengaged” in their workplace. The same poll says that companies with workers that do feel engaged have over 20 percent higher productivity and profitability, significantly lower absenteeism and employee turnover, and fewer quality defects and safety incidents.

Design is certainly important when trying to attract people’

One of these is to think about what information people might need as they pass your screens, and include it to attract them. We’ve found the number one attractors are date, time and weather — everybody wants to know these things, and putting them on your screens gets people to look at your messages. Varying the content is also key — most of your audience passes by your screens many times a week, and if you don’t keep the content fresh, they will simply tune it out — it becomes background.

Use long tail campaigns instead of just one-off messages. People love a good story, and any sense of narrative they can get from your campaign will make them want to watch to see what happens next. This is what “going viral” is — something has captured not only people’s attention, but their imagination as well. So, they want to see what happens in the next chapter. But it doesn’t have to be a full-blown story. It could be something as simple as a character or mascot that changes a little bit each time, or gets into different situations. Think of Ronald McDonald, or the Travelocity gnome. We tune in because we want to see what is happening with these characters. The idea is to increase message saturation by showing the same basic information (sign up for benefits, or participate in the blood drive) in different ways. This increases dwell time — how long people spend looking at your messages.

Get the right message to the right people at the right time. You may not want to show floor safety announcements on screens in the back office, or publish messages for Atlanta staff in your Denver headquarters. Also, think about where the messages are being displayed, and how long people typically spend there. Someone who waits in the lobby for three minutes has a different experience with your signage than someone rushing past in a corridor on their way to a meeting. They should have different content, tailored to their experience in the actual physical space your messages appear in.

ROI is essential for any good digital signage plan. The whole reason you are sending out messages is to get people to do something, so you have to be able to measure success. There are lots of ways to do this — from bitly links and QR tags that take people to a website on their mobile device, to limited time giveaways (Sign up for the Fun Run by 5 p.m. on Friday, and use the code “Happy Feet,” to receive your free t-shirt). The idea is that they see something on the screen, and then they take an action that you can track. This allows you to measure how effective your signage is. Did you actually see an increase in traffic to your intranet during the promotion? How many people followed your company on Twitter during the Town Hall?

And, of course, if you have interactive touchscreens, people are automatically interacting with your messages as they navigate the display. You can also build in tracking tools into maps and directories, or include the same QR tags, links or SMS options that you would on non-interactive signs.

So, digital signage is not just a greener way to throw information at your audience. It’s a way to involve them, with measurable benefits to both companies and employees.

Sean Matthews is a 21-year veteran of the visual communications industry. Since 2004, he has guided Visix through a comprehensive corporate reorganization, including growth relocations and name change, establishing field offices, outsourcing non-essential activities, introducing a suite of new products and services, growing revenues by more than 471 percent and tripling the number of employees to provide better products and services.

I’m not outright anti-establishment, and I’m not trying to overthrow any systems or ruling parties. In fact, I’m becoming more active by taking a role on the advisory board of CCE. You have most likely never heard of me in the digital signage speaking circles or in any trade websites until about a year ago (if you were watching really closely). I see myself as a rebel in this space because I foment and encourage creative disruption that enhances both the process and the creative result. I’m outright attacking the status quo of digital signage media creation and leading a rise in opposition to dull, mediocre media.

Blinds.com started its digital signage project with six netbooks and PowerPoint. Today, the network is made up of more than seventy screens and two video walls. There are many things I wish I would have known before I started the process of rapidly expanding our network size, and I will do all I can to share with you the things I learned along that journey.

Not only did I plan and build out the network and infrastructure this project required, but I am also the sole member of the creative team who creates all of the content that is displayed. The key win for me was when I started looking at media creation from the standpoint of deeply dynamic messaging, without sacrificing production value.

At CorpComm Expo, I will be sharing what I’ve learned through the process of delivering a variety of real projects. Attendees will not only be interested in what worked, but those in a similarly modestly staffed situation will also want to know what a “department of one” can accomplish with the right tools.

So, why do I position myself as a rebel? It is because I feel very strongly that we need to have a shift in the way we look at content: the way in which it is produced, the reason that we produce it and for whom we are producing it. I believe that the way in which we present our message will determine how deeply that communication is received. I am looking for others who will join me in this content revolution and together we can work to raise the bar of what is considered the norm and rid the world of mediocre media.

Brad Parler is the digital communications administrator at Blinds.com, the world’s largest online window covering store recently acquired by The Home Depot. As a broadcast design and technology veteran, Brad draws from over 15 years of experience with one foot firmly planted in the world of video production and the other planted in the world of Internet Technology. Brad has achieved national industry attention with his innovative take on displaying important data in beautiful and easy-to-understand ways. He conceptualized, built and actively maintains the graphics and HD video-rich internal corporate communications network that includes over 70 large format displays and two large video walls.

• Power is not required to use/manipulate
• Pre-determined ports allow for 90°, 75°, 60° and 45° tilt
• Ultra wide, low profile, brushed aluminum footprint delivers an engineering showpiece
• 20” deep base allows the use on standard depth desks/work surfaces

Christie just launched the Christie FHQ552-T, Christie FHQ842-T and Christie FHQ981-L flat panels. Previewed at InfoComm 2015, all three are designed for meeting rooms, offices, lobbies and architectural displays, and can be banded with Christie Brio, Christie Spyder and the Christie Pandoras Box media server.

Available in October, the Christie FHQ552-T is a native 1920×1080 display that features 10-point touch capabilities, built-in speakers and an Open Pluggable Specification (OPS) slot.

Replacing the FHQ841-T is the Christie FHQ842-T — a 1080p, 84-inch display designed for large-format presentation and collaboration applications. With built-in 10-point multi-touch capability, the Christie FHQ842-T can be used in interactive applications or whiteboard and meeting room scenarios.

The Christie FHQ981-L 98-inch is a 4K flat panel aimed at business, education, houses of worship, small control rooms and digital signage applications. Providing a seamless canvas and an alternative to traditional 2×2 tiled 46-inch displays, the versatile 98-inch flat panel is compatible with digital signage devices and media players including Christie Spyder and Christie Pandoras Box. The FHQ981-L is equipped with built-in speakers, multi-window capability, along with an OPS slot for compatibility with digital signage devices and pluggable media players.

Shipping in October 2015, all three Christie flat panels have a three-year warranty. Full tech specs are here.

Designed to recognize and honor achievement in the installation of digital displays and interactive technology and the creation of compelling viewer content, the DSE Apex Awards have honored hundreds of companies for their innovation throughout the years. As these digital signage installations and the content they display go hand-in-hand, and the lines between the two are becoming less and less distinct, the Installation and Content Awards will now be presented in a single category.

“The DSE Apex Awards have been nurturing creativity and innovation in our industry for over a decade and as the sector has evolved we have taken a cue from real life to combine our awards for great installations and amazing content,” Chris Brennaman, DSE’s conference manager, said.

The Digital Apex Awards will be presented to three outstanding entries – Gold, Silver and Bronze – in a total of nine categories. Additionally, two overall winners will receive the Apex Installation of the Year and Apex Content of the Year awards. Categories include Arts, Entertainment & Recreation; Business & Government Services; Education & Healthcare; Event Venues & Hospitality; Food & Beverage; Immersive Environments; Public Spaces; Retail; and Transportation.

To qualify, nominees must have a new or current digital signage or interactive technology program installed between Nov. 1, 2014, and Oct. 31, 2015. Updated content for existing digital signage installations that began running during the same time period will also qualify. The deadline to submit entries is Nov. 6, 2015. Additional information and entry forms are available here

The nominating companies can be the venues themselves, the technology providers that provided the installation hardware and software, the architects and design firms who conceived the project, as well as the system integrators who did the installation. A single company is permitted to submit multiple nominations for separate projects. The cost to enter the DSE Apex Awards is $95 per entry.

The 2016 awards program will be held Wednesday evening, March 16 from 5-7 p.m. during DSE’s free networking reception at the Las Vegas Convention Center. To enter, go here.

The largest growth categories were:

• Industry Consultants (22) +47%
• Vendors (108) +33%
• End Users (35) +32%

DSF Executive Director Brian Gorg said, “The DS industry is demanding more professional development, networking, and real business opportunities that connect buyers and vendors. This is largely why new members are responding to the benefits of membership including educational discounts and complimentary certification license, that DSF offers, as well as the opportunity to network with over 600 other industry professionals who are individual DSF members.”

DSF Membership Director Shaneeka James said, “The industry needs a strong trade organization to help create an environment conducive to business growth, which is why the DSF is focused on the business needs of networks, end-users and their customers. Members join both for the tangible benefits of membership, as well as intangibles, like building new relationships. One of the things we continue to focus on is helping members maximize all of the benefits of DSF membership.”

Interested in joining DSF?

The new features include:

• Landscape, portrait, reverse portrait, reverse landscape video playback
• Playback two videos simultaneously in landscape
• Source input switching
• Touch device including gesture improvements
• Remote Firmware updating for all firmware versions (main, sub, sub2, mystique)
• Status reporting including device temperature (°C) and CPU

Support includes the entire line of the Samsung SSP V3 E Series Displays. You can get all the details here.

InFocus is introducing two models, the DigiEasel with LightCast (INF4032) and DigiEasel (INF4030). The DigiEasel with LightCast supports casting content from Android, Windows, and Apple iOS and OSX wirelessly and has a built-in Internet Browser and can connect to a corporate network. Both models allow notebook display and control via HDMI or VGA and USB and have built-in digital whiteboarding software. Additionally, both models are edge-to-edge capacitive touchscreens that don’t require calibration, have 20-watt stereo speakers, a stylus and a tray.

When not being used for collaboration, DigiEasel owners can leverage the device as a digital interactive portrait or landscape sign (when using DigiEasel Sign Manager). The software enables customers to load and display their own customized HTML5-based content on either DigiEasel model.

DigiEasel will list for $999 and Sign Manager is $899. Here are all the details.

• Sept 26-27:  Charlotte — Customer Experience Financial Services
• Oct 15:  Amsterdam — Maverick/Tech Data Expo
• Oct 20:  London, UK — InfoComm Roundtable & Networking
• Oct 22:  Dublin, IR — InfoComm Roundtable & Networking
• Oct 27-28:  Atlanta — ICX Summit
• Oct 29:  Atlanta — ADI Expo for Security System Integrators
• Nov 3:  New York — DPAA Video Everywhere Summit
• Nov 10:  Dallas — ADI Expo for Security System Integrators

Go here for full details and to register.

The DSF’s Geri Wolff Scholarship is designed to raise the awareness of digital signage as a career choice among qualified young women who are committed to a professional career in computer sciences and related fields. This award is also intended to help broaden employment diversity, by encouraging employers to hire qualified women in a variety of IT capacities.

Applicants must be:

• Enrolled full time in an accredited college or university with a declared major in computer sciences design and other digital signage related fields, committed to graduation and currently in their junior or senior year.
• Students in good standing with a minimum 3.0 cumulative overall GPA (on a 4.0 scale) and be enrolled full time at time of application. Consideration will be given to applicants with exemplary credentials and commendable work ethic.
• The award is intended to be applied solely for academic purposes and will be sent directly to the accredited U.S. or Canadian college, university or technical school where the recipient is doing his or her undergraduate work.
• Application must be accompanied by two professional letters of recommendation, a current transcript and a statement of 500 words or less explaining the value and creativity the applicant will bring to the digital signage industry; as well as cite a technical accomplishment that demonstrates originality and innovative thinking in the field of computer sciences that can translate to this sector.

Applications are due on or before Tuesday, December 1, 2015. Recipients will be notified in early February 2016. More information and the online application is here.

To meet a variety of installation needs, the flexible mounting system includes a 0° mounting plate and a 10° mounting adapter. The 0° mounting plate provides the electrical connections and allows the SM 28T to be oriented vertically or horizontally, flush with the wall. When the versatile 10° mounting adapter is added to the mounting plate, the SM 28T can be positioned with a 10° tilt downward, upward, left, or right.

The SM 28T saves time and installation costs for AV system contractors working with low-voltage contractors in a division-of-labor installation. During rough-in, a low-voltage contractor installs the mounting system on the wall and terminates the speaker cable to the mount’s integrated wiring contacts. Later, the AV system contractor completes the installation by sliding the SM 28T onto the mount.

The SM 28T is sold in pairs and carries a 5 year parts and labor warranty. It is available in a black or white finish and includes a 0° mounting plate and a 10° mounting adapter. Also available is an optional yoke mount kit for the SM 28T. It allows for vertical or horizontal speaker mounting on a wall, or on a ceiling, and provides 180° of pivot in 10° detented steps.

Here are all the tech specs.