Digital signage standards are coming our way

As Broadcast Engineering reports:

The first draft of industry standards for digital signage is slated for release to the broad signage marketplace this month. These initial standards — non-technical definitions of common industry terminology and processes — were developed by the Digital Signage Standards Working Group, one of five Digital Signage Group committees formed early this year by the not-for-profit Point-of-Purchase Advertising International (POPAI) organization.

Non-technical nomenclature standards were deemed the most appropriate starting point because they will help establish a common lingo for the other digital signage groups at POPAI – and for the maturing signage industry at large – according to Matt Nelson, director of strategic business at Avocent, who was recently named chairman of the standards working group. His committee, which meets via conference call every two weeks, is charged with fostering both non-technical and technical standards to enable compatibility and interoperability among digital signage technologies and signage-related business processes.

I'm extremely curious to see what name they've decided to settle on. I still like digital signage (DS) the best, but print signage folk seem to prefer electronic digital signage (EDS), and the Brits seem to love captive audience networks (CANs), although I know that UK firm Avanti ScreenMedia has been flogging the term screenmedia a lot (can't imagine why). Visit POPAIs site for additional information about the digital signage working groups, and the rest of the Broadcast Engineering article can be found here.

Digital paper may become a reality soon

The applications of digital paper would by myriad (digital signage not the least of them), but this article focuses on one newspaper's goal to make their flexible e-paper a reality by as early as 2007. Advertisers are probably salivating over this, though I'd have to imagine there would be a certain amount of reader backlash after the third or fourth page of blinking, moving, flashing ads harassing you as you try to read the sports section. Still, it looks pretty cool, as illustrated by this clip:

Siemens spokesman Norbert Aschenbrenner claimed the new screens, which are literally paper thin, can do everything a regular TV screen or computer monitor can do, but cost a fraction of the price.

"The technology makes it possible to put moving images directly onto paper ... at a cost that would make it economical to use on everything from magazines to cigarette packets ... where the moving images would give more detailed instructions than any photo could ever do," he said.

He said that the technology will be used for Harry Potter-style dynamic pictures in newspapers but will probably take a little while to get cheap enough."We think that at the moment the screens will appear first in more expensive magazines in the form of high-impact adverts. But as the price sinks we expect them to appear in papers as well, possibly as a really attention-grabbing front page."

The images are in colour, and can broadcast anything that can be shown on a regular flat screen monitor or TV, although with a slightly lower quality. These could be short film clips or flash animations like those found on the internet.

The company believes there will also be a market for using them for simple computer games which could be printed on the side of a package or given away free in magazines.

The Siemens spokesman said that one square metre of the material costs around £30, and scientists working on the screens said they should be available by 2007.

Ex 24/7 Media Asia CEO predicts the age of digital signage

Christian Liu, former CEO of media buying company 24/7 Media Asia, predicts that good things are in store (no pun intended) for the digital signage industry:

Studies indicate that digital signage boosts sales of new products advertised in-store by 30%-300%, increases revenue by more than 30% of profiled products, and receives 10 times the eye contact of static signage. This is very good news for retailers.

Retailers and other service sector businesses are increasingly beginning to view digital signage as a viable means to advertise their brand and their wares more effectively and to further improve the contact with their customers outside of their homes or cars, closer to the physical location of the point-of-sale.

Reasonably priced, large plasma screens are not only applicable for the new generation of HDTV home televisions; they are starting to impact the operations of department stores, large retail outlets, sports arenas, schools, airports, and business organizations far and wide. Digital signage is a sexy hot new growth industry, allowing companies to put relevant, informative programming, entertaining and eye-catching marketing information in front of hundreds of thousands of customers at a very low incremental cost.

He actually expounds on this theme quite a bit, pointing out his short list of benefits of the technology, as well as briefly explaining some of the applications in use (including digital menu boards, narrowcast networks, etc.). He ends with this conclusion:

It's important and crucial to plan each aspect carefully in the deployment of digital signage network. Digital signage is changing the face of advertising and emerges as the next killer application. It will revolutionize the way your organization communicates with your customers, increasing revenue opportunities well beyond the expenses involved.

It's a good read; I suggest you go check it out!

Verite and Helius partner to provide digital signage solutions

This press release from satellite service provider Helius tells us that
digital communications agency Verite and Helius announced a strategic partnership to offer full service digital signage solutions for retail, corporate and distance learning applications. Verite will add technology to its digital communications production design and eTools(TM) offerings allowing it to interact with Helius MediaGate technology. From the PR:

"This partnership is very strategic due to Verite's 12-year history in digital communications and Helius's experience in delivering cost-effective solutions for content delivery, says Kimberley Jones, CEO of Verite. 'The relationship allows Verite to provide complete digital signage solutions -- from content strategy and production to networked display systems.'

"According to Jones Verite is proud to be a member of the Helius Strategic Alliance Program and have partnered with Helius Inc, a proven leader and innovator in high-tech content delivery solutions. As a Helius partner, Verite can integrate its high-impact messaging with Helius' proven high-tech delivery systems to bring companies a complete digital signage or training solution that is not only more innovative and effective, but much less expensive than traditional means."

Digital signage firm StrandVision wins the 2005 Create Your Own Business competition

I'm not really sure where Eau Claire Wisconsin is, but apparently they have an Area Economic Development Corporation (EDC), and further, apparently said EDC likes to give away an annual prize to startup companies in the area (which makes sense, considering that startups can bring jobs, outside investment and prestige to a city).

This year's winner was digital signage startup StrandVision (formerly something like Online-Kiosks.net). From their press release:

"The $10,000 award recognizes the strength of founder and CEO Mike Strand’s vision and StrandVision’s market potential. StrandVision is Strand’s second major business venture. He was one of the early recipients of the Business Plan Competition when he received the award in 1989 for StrandWare Inc., which he subsequently built into a leadership position in the bar code software industry and ultimately sold to Brady Corporation of Milwaukee.

"'It's great to get support from the Eau Claire Area EDC,' said [company founder Mike] Strand. 'Its investment in 1989 was a major milestone in StrandWare's development. This time, we’re planning to build a worldwide digital signage business right here in Chippewa Valley. It's terrific to be able to grow another high-tech company in Eau Claire where I live with my family. We are looking forward to working with the many local businesses that can use our products and services. We didn't have that opportunity much with StrandWare.'"

Digital signage company Symon acquired by Golden Gate Capital

Digital signage software provider Symon communications has announced that it is being acquired for an undisclosed sum by private equity fund Golden Gate Capital, who, according to their blurb, are:

"a San Francisco-based private equity investment firm with approximately $2.6 billion of capital under management. Golden Gate is dedicated to partnering with world-class management teams to invest in change-intensive, growth businesses. The firm targets investments of up to $200m in situations where there is a demonstrable opportunity to significantly enhance a company's value. The principals of Golden Gate have a long and successful history of investing with management partners across a wide range of industries and transaction types, including leverage buyouts, recapitalizations, corporate divestitures and spin-offs, build-ups and venture stage investing."

Symon acquired its digital signage technology from Target Vision a few years ago, but hasn't garnered any major wins, instead focusing largely on corporate communications. It will be interesting to see how a cash infusion and potentially new management will affect their performance in the near term.

Deloitte ranks digital signage firm PlayNetwork on Washington state Technology Fast 50

PlayNetwork Inc. announced today that for the third year in a row it has earned a place in the top ranks of Deloitte's prestigious Technology Fast 50 Program for Washington State. PlayNetwork was named Tuesday by Deloitte & Touche LLP as the 17th fastest-growing technology company in the state with its growth rate of 476 percent during a five-year span from 2000 to 2004.

Technology Fast 50 companies must have had operating revenues of at least $50,000 in 2000 and $1,000,000 in 2004, be headquartered in Washington, and be a "technology company," defined as a company that owns proprietary technology that contributes to a significant portion of the company's operating revenues; or devotes a significant proportion of revenues to the research and development of technology. PlayNetwork, with its proprietary media management system and professional support services, provides high-profile retailers and restaurants with customized media (music, messaging, digital signage and other media) services to enhance their stores with a branded customer experience.

This is especially impressive when you consider that all of the digital signage network owner's sites rely on the manual changing of DVDs every month (for their video narrowcasting networks, anyway. I don't know how they handle their audio-only networks). Quite a logistics operation. You can find out more about their award here.

Wal-Mart adds checkout TV to in-store network

DSN Retailing Today notes that:

Wal-Mart is expanding its in-store TV network with Checkout TV, a network of flat screen monitors in checkout lanes meant to "entertain and inform."

Checkout TV will be added to the Wal-Mart TV network starting with eight market areas this year.

The content on Checkout TV is complementary but distinct from content aired on Wal-Mart TV in other areas of the store. Programming at checkout is designed to entertain shoppers as well as inform them about new products and products that are available near the checkout stand. The network will also include local programming and information. A ticker will provide news and weather updates.

Avanti analyzes the digital signage industry

British digital signage company Avanti Screenmedia says a number of things in their latest research on the industry, including their argument for while the medium should be called "screenmedia" (because, yeah, another name is exactly what we need ;)

Still, as aka.tv notes, they have some interesting points to make, and as one of the most successful digital signage firms in the U.K. For example:

"Avanti found a high level of commitment to the medium among media buyers, for example, with 77 percent of those it consulted through a questionnaire stating that they expect to buy screenmedia airtime in the future. Among those handling young-adult brands, slightly more – 85 percent – expected to use screenmedia.

"In terms of different location types, the buyers said that bars were well understood and researched, and that it was also well understood how screenmedia could add value in retail. Malls and gyms scored far lower, although almost half of media buyers expected to buy gym airtime in the future.

The rest of the article is a good read, as I'm sure is the report itself, though I don't think it's in wide circulation just yet.

Coming soon to a bar near you: digital signage holograms

As reported in the Retail Bulletin:

"A new advertising medium, ColoHolo, which is a three-dimensional full-colour hologram, will now appear in approximately 40 Punch Tavern pubs across the greater London area and Central Region, offering advertisers a new and interactive way to reach pub goers.

"In this unique venture, ColourHolographic, the company that created these holograms and Punch Tavern Pubs, who owns 8,400 pubs throughout the UK, will offer two holographic sites at each participating pub for advertising space rental...

"Unlike wall posters or banners promoting the latest beer special, ColoHolo can include movement. By integrating 70 frames of video per hologram, each ColoHolo can show up to three seconds of film footage."

Three seconds isn't very much, but in reality the entire purpose of these devices is to catch the eye, not to necessarily make a long-winded brand argument :)

New Digital Signage directory released

ActiveLight has once again updated its quarterly digital signage directory full of vendors and suppliers to the industry. WireSpring is of course listed under digital signage software, content management, and source controllers (which is probably what I would call a digital signage player). You can download your copy here.

Finnish company releases Linux-based embedded digital signage player

From this PR Leap bite:

First Technology’s latest product is the FGA-60, a Linux-based multimedia client that feeds still pictures and video clips (plus audio) to single or multiple CRTs, flat-panels, and TVs. The device is intended for use in signage and advertising applications in transportation, hospitality, and corporate environments.

The FGA-60 is similar to the FXA-50 multimedia client, but without a built-in display. Instead, FGA-60 provides interface for LCD and plasma TVs, or CRT and LCD monitors. It supports external displays at 640x480 resolution, and a 60 Hz refresh rate.

The user of the FGA-60 transfers multimedia files into it via a LAN or a GPRS connection, or by plugging in a USB memory stick. Multimedia on the device can be managed with First Technology’s Embedded Media Server software. Also, the server can drive large number of displays in different locations.

The FGA-60, like its companion product, the FXA-50, is based on First Technology’s PXA-3 SBC, which is also offered as a standalone product. The PXA-3 is based on a 300MHz Intel XScale PXA-255 embedded processor along with 32 MB DRAM and 16 MB Flash memory.

Techland releases digiital signage whitepaper

The Techland Group has released a white paper about picking the right video distribution system for your digital signage project, covering a number of wired-solutions (no mention of wireless on a quick glance of the TOC), as well as different possible network topologies. From the paper:

"When considering a digital signage project, users usually focus on display types and content management software. For the integrator, however, there is an important component that the user rarely considers: the distribution technology and platform. This infrastructure transmits the digital video and audio from the server to the appropriate displays, and is a key contributor to actual digital signage performance. In addition, as the connecting component for all displays, the distribution technology can be a significant part of the project budget. That’s why choosing the correct distribution technology is vital in ensuring a successful digital signage installation."

You can download the paper here.

Interview with digital signage expert Brad Gleeson

Broadcast Engineering has a nice little interview with Brad Gleeson, the CEO of digital signage hardware reseller ActiveLight. Brad talks about growth and recent changes in the industry, some of the challenges that we still face (too much perceived need based on the "wow" factor of signage, and not enough understanding of the ROI models available), as well as the future (mostly about measuring the overall impact of digital signs and narrowcast networks). Here's a brief clip:

Digital Signage Update: Digital signage deals are making big news lately. Is the industry really taking off?

Brad Gleeson: It’s a pretty exciting time. The 3M purchase of Mercury Online Solutions, the Kroger deal, Focus Media’s IPO — there’s global activity taking place with large multinational companies waking up either as participants or investors in digital signage. We’re all hoping it’s the great bow wave that will lubricate a lot of the deals that are on the table. I’m encouraged that the stuff happening now will create more opportunity for everyone and a great deal of attraction to the industry. I am hearing about companies being created, and companies spinning off new names I can’t even keep track of. The industry in general is proliferating, and that’s a good sign because it’s attracting so many startups and seasoned veterans who want to get involved. We’ve been waiting for this for years.

DSU: What’s different about current trends as compared to previous growth spurts?

BG: Signage is proliferating on both large and small levels — but also proliferating horizontally within industry segments. Real estate seems active, financial markets have always been active. We’re going to the Government Video Expo with a digital signage pavilion. I recently got a call from the folks at management consulting firm Bain & Co., who were interested in learning about signage in corporate communications. We don’t get a lot of play and publicity for the corporate digital signage marketplace, so that’s really interesting — the bubble-up of activity that’s happening in some of the less-well-known vertical markets. Health clubs, bars and night clubs are now back on the front burner. I see all these as signs that we’re approaching the tipping point — when signage will be seen not as unique, but as a standard part of business.

DSU: Can signage seriously compete with other advertising media?

BG: Arbitron is proposing a standard to measure out-of-home TV. If digital signage is incorporated, and Arbitron is creating a people-meter, then media planners and buyers can incorporate signage into their planning. It becomes real when it’s a line item on the spreadsheet for media planners. It isn’t there yet but we’re coming close.

DSU: Is measurement the critical challenge?

New Zealand Cinema Chains Deploy First Digital Signage Network

It seems to me that New Zealand should still be called "down under" even though that moniker seems to have been reserved for Australians only... In any case, the first cinema-oriented digital signage network has been deployed in New Zealand, in cooperation with Scala. Here's a clip from the press release:

"SignActive initially began discussing the concept of a digital signage network with Berkeley Cinemas almost three years ago. While talks were underway, Berkeley Cinemas formulated plans for a flagship cinema that was due to open in December 2004. One of the key drivers for the project was to use plasma screens to display movie times, trailers, cinema information and advertising. Berkeley Cinemas also wanted a cutting edge cinema environment that enhanced the movie-going experience.

"Both impressive and informative this new technology has already improved the movie-going experience and enhanced ticket & candy sales. The combination of 42” and 50” plasma screens as well as a suspended “floating” screen driven by a projector provides relevant up to date content such as movie session times and prices, entertainment with movie trailers and previews plus internal and external advertising.

"Using a custom written software interface developed by SignActive that collaborates between Scala InfoChannel®, the world’s leading digital software platform and the existing Vista cinema software platform, live, real-time content, including movie names, movie times and movie ratings, is dynamically generated directly from the cinema database for viewing on the displays. All the creative content including movie title images and third party advertising is sent via a private network to multiple cinema locations from SignActive’s head office in Auckland, New Zealand. In addition, each cinema manager also has the capability to change a scrolling message ticker on the displays for any on-site management updates. While people are waiting they are entertained with movie trailers and a “cinema status” screen that is constantly refreshed to show the status of each theatre in the complex.