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eLab – Digital Signage.ppt

Digital signage (also called narrowcasting) refers to electronically controlled displays (LCDs, plasma monitors, projectors, and even holographic imaging) that present a custom-tailored mix of informational and advertising content, such as product specials, news, and upcoming events. Changes can be made dynamically and cost effectively, and targeted messages can be distributed to hundreds or thousands of displays at once.

Digital signage can be as simple as a non-networked media player showing basic loops of video from a memory card or a disk. Sophisticated systems offer control over many displays in many venues from a single location.

The key issue is to deliver the right message at the right time to the right person: this article explains that as much as 75 percent of buying decisions are made spontaneously at the point of purchase, and that customers develop "mental ad-blockers" if the content is not relevant.

Simon and Publicis Group developed a concept called OnSpot Digital Advertising where 8-minute loops will be shown in malls, featuring half entertainment content and half commercials. The Kamppi shopping centre in Helsinki has an 86-screen network showing mall, outlets and third-party advertising, including 20 percent of informational content such as news and weather, which is updated for every loop. The solution uses Scala software to manage content and Panphonics’ technology to concentrate directional sound into into a specific area in front of the screens. Digital signage can furthermore be interactive, with solutions such as Actalyst that can handle flat-panel displays with up to 165 cm diagonals.

Swiss company Neo Advertising plans on deploying a pan-European retail network of 50,000 screens by 2008. In Switzerland Neo already manages the network and sells advertising for retailers such as Carrefour, Coop and Migros, with a solution based on BroadSign software.

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