1 Digital Signage for the IT Manager
Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Selecting the Right Display Technology . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Utilizing Existing Infrastructure and Security 11 Content and Content Delivery. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15 CONTENTS 2
EXECUTIVE SUMMARY 3
Digital signage is everywhere. Screens illuminate corporate boardrooms with the latest quarterly reports and marketing videos. They welcome visitors into the company lobby with public relations messaging and entertainment features just down the hallway. When you break for lunch, you’re likely talking to them in a quick-service restaurant’s drive-thru. No strangers to modern tech, our children now begin interacting with digital displays in grade school. When we travel, this same technology guides us through transportation hubs much more efficiently than static signs ever could.
And when you sit down at the end of the day and turn on the flat-screen TV in your living room, you’re connecting to programming using much of the same technology employed by today’s most advanced commercial digital signage.
It’s amazing how in just a few short years, the display technology available to us has grown more advanced than similar applications used in government and military facilities at the end of the last century. Think about that: An organization can purchase a screen or network of screens that are more robust today than what NASA and NORAD used just 30 years ago. More astounding is how quickly digital signage continues to evolve and how its price has declined to a level that makes it accessible to almost any type of private business and public institution.
Despite the awe-inducing reactions digital signage garners, a lot of planning goes into selecting and implementing the right technology for an organization’s space. As an IT manager, researching these may seem like a job for your organization’s marketing department. Still, it falls into your domain. Why? Because IT’s impact on each step of the digital signage process is paramount and cannot be understated. Forbes magazine remarks IT departments are experiencing tremendous changes as their roles expand to impact customer service, sales, and even business strategies. As a result, organizations are increasingly turning IT into a driving force in all aspects of business.
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DECISIONS! DECISIONS!
So, along with selecting the most appropriate display technology for an organization, IT managers will be tasked with utilizing or modifying existing IT infrastructure, identifying sources to create whatever content the screen or screens will deliver, deploying the software and hardware methods to provide that content, and most importantly, securing the display(s) from curious employees and outside network attacks.
This white paper aims to give IT managers a bird’s eye view of the entire digital signage cycle and hopefully provide the basis for a successful deployment.
SELECTING THE RIGHT DISPLAY TECHNOLOGY
While most types of digital signage can be deployed in myriad and overlapping ways, some applications are designed with specific businesses in mind – especially when combined with the right software and content delivery methods – both of which will be discussed later. The technology is the same from display to display, though, and can be used as your organization sees fit. Here are just a few.
Before making any buying decision from the technology available, you and your team should have a clear vision of how you’ll be utilizing it. Will it be used indoors or outdoors? Do you anticipate any weight or size restrictions? What is the average expected viewing distance? How much ambient light is present in the display space? The answers to these questions will make your selection easier, but there are other considerations.
DIGITAL POSTERS: This type of signage emulates the look of static paper and vinyl advertisements. On large corporate campuses, they display upcoming meetings and corporate announcements or serve as wayfinding/info stations. They’re used for menu boards in restaurants and show the latest clothing styles in retail outlets. An organization can put any products, services, or announcements they wish on these screens. Designed to be affixed flat on a wall or window, they often look like large digital picture frames, and, in fact, that’s what they are.
DIGITAL KIOSKS: Those free-standing advertisement displays found in most places large groups gather have come of age with digital display technology. Now customers can do for themselves almost any task that previously required an employee. Use cases include finding the next transit arrival or movie showtimes and purchasing tickets for them. In the hospitality and convention sectors, smart digital kiosks have become interactive concierges. In healthcare facilities, patients can check themselves in and provide required medical history and insurance information. With the increasing advancement of touchscreen technology, a whole world has opened for businesses of all types to increase sales, reduce wait times at traditional POS counters, and generally make customers’ lives easier. Before making any buying decision from the technology available, you and your team should have a clear vision of how you’ll be utilizing it.
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HOW WILL THE TECHNOLOGY BE USED?
If you think you can go to the digital signage equivalent of a big box store and pick one off a proverbial shelf, you are not wrong. Manufacturers today are marketing and selling mass-produced LED and LCD displays in standard sizes and resolutions, much like their consumer-grade siblings. And speaking of department store TVs, many small organizations utilize those for their business needs with good results. Both options, however, are fraught with undesirable issues you should be aware of. For example, if store-bought LCD TVs are part of a video wall – a bank of monitors tiled to form what appears to be one large screen –their picture quality will not always be consistent from one to another. Colors may vary, and eventually, one or more of them will need to be replaced – often right after their standard warranty expires. And because manufacturers discontinue models frequently, replacements will not always match the others, turning that nifty video wall into a digital Frankenstein.
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THERE’S MAGIC IN EVERY BOX
Earlier in this document, a comparison was made between advanced digital signage tech and the rectangular flat-screen TV in your living room. It’s an apt comparison for another reason, too. Savvy consumers often use the same criteria when purchasing their home theater equipment that you’ll likely use when selecting the technology for your display project. We mentioned them previously, but they can stand to be mentioned again: Indoors or outdoors, weight, size, viewing distance, and the amount of ambient light in the space. Viewing distance and the total size a display should be for your requirements can be determined using the Display Image Size standard, and there is a free calculator for this. Likewise, the required brightness/ contrast of your digital signage can be calculated by using the ISCR standard
DIGITAL BLADES: This type of digital signage hangs overhead in concourses and hallways and gives patrons directions to gates, concessions, seating, restrooms, and any other destination inside or outside a facility. They also provide breaking news and information. You’ve likely seen them in transportation hubs, sports arenas, university campuses, and large corporate campuses –anywhere people need to be informed quickly or routed to locations throughout a building. Whether you work in a specialized industry or a general corporate environment, digital signage is used primarily to communicate. What and how you communicate is limitless. Advanced tech can be used in flat frames, kiosks, on ceilings, inside, outside, or in between. It can be any size. Some can be curved and in any shape. Digital displays can be used for things such as advertising, announcements, and wayfinding. Digital signage can be art. It’s also taking the place of green screens in major Hollywood productions and the screens moviegoers watch the completed film on. If you believe the application you have in mind is impossible, you likely haven’t spoken to the right designers, manufacturers, and integrators yet.
Any investment in digital signage requires due diligence from an IT manager. After all, your department will be required to handle its maintenance, networking, and security.
However, professional-grade mass-produced displays like LED are often bigger, more vibrant, and feature-rich. While no technology is perfect, these types are designed to be accessible to the growing number of new digital signage buyers. Usually lightweight, they can be installed quickly and often without the assistance of an AV integrator. But to attain lower price points on advanced digital technology, corners are cut somewhere, usually in the materials the components were made with and where they were sourced from.
Of course, if you plan to use consumer-grade screens individually and placed strategically throughout your business, replacing them as the need arises is not that big of a deal. Your organization might eventually become dissatisfied with their picture quality or how they look in ambient lighting, but at least your initial investment was small.
Professional-grade models, on the other hand, take steps to avoid color issues through calibration, a process that measures, compares, and corrects color variations.
The display types just mentioned may be exactly what you need, and all involved will be content. Then again, you may experience buyer’s remorse sooner than later.
Whether you work in a specialized industry or a general corporate environment, digital signage is used primarily to communicate. What and how you communicate is limitless.
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So far, we’ve mentioned two types of digital signage tech – LCD and LED – and we’ll explore them more in-depth later. You’re familiar with those acronyms because they’re the same technologies available for your home theater. But unlike what you have in your home, professional-grade models are more advanced - especially LED. Along with those, state-of-the-art projection systems are available and ideal for many scenarios. All of these can be used in myriad applications. So, Let’s dive in.
The standard knock against both types of traditional projection systems is they require darkened rooms and an unencumbered distance between the projector and the screen. In other words, conditions must be conducive for shadow puppets. Cute, yes, but annoying to those who want to see the content.
In recent years, however, projector manufacturers have introduced some amazingly bright technology that performs much better in ambient light. If you’re skeptical they can compete with LED and LCD screens, you can compare all three technology’s performance in lighted rooms using the AVIXA Image System Contrast Ratio standard.
It continues to advance with the rollout of 4K digital projectors featuring resolution four times greater than a full 16:9 HD screen.
1.VIDEO PROJECTION: Likely your least expensive option if you’re going with a commercial application, this type of digital signage generally takes two forms: Rear projection, in which content is projected onto the backside of a screen, and front projection, in which content is projected onto the front of the screen. Movie theaters are the best example of the latter, although that application of the technology may soon be phased out in favor of direct-view LED screens at your favorite cineplex.
WHAT TECHNOLOGIES ARE AVAILABLE?
You may have also heard of digital projectors, introduced in the late 1990s as a replacement for standard film projectors that had been the dominant projection technology for almost a century. Even though this new-ish technology projects crisper and more stable content, it still has the inherent weaknesses projectors have always had. That isn’t to say the technology isn’t ideal for many applications.
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Another very cool advancement in projection technology is projection mapping. Also known as spatial augmented reality, this dynamic tech can turn just about anything into a surface suitable for video projection. Using advanced software, an object is spatially mapped, mimicking the physical environment it is to be projected on. The results are stunning, wowing spectators in sporting arenas, celebrations in the world’s greatest cities, and music concerts. At this point, you’ve realized if projectors are the digital technology your organization needs. They’re still a practical option in boardrooms and are still the best choice for large auditoriums. Still, unless you’re selling tickets to the next Hollywood blockbuster or championship game, an explanation of other technologies will make your decision easier.
2.LCD AND VIDEO WALLS: Liquid Crystal Displays use the same technology found in TVs and computer monitors, as well as mobile devices like laptops, tablets, and smartphones. Long story short: LCD is everywhere. Since its introduction a few decades ago, largeformat LCD’s performance has continuously improved, increasing demand. Compared to the cathode ray tube, the primary nonprojection video display technology for decades, LCD was revolutionary because its price point and picture quality led to an industry-wide transformation. LCD continues to lead the large-scale visualization space for several reasons –its price compared to rival formats like LED and its evolving technology. According to Dupont’s Electronics Solutions division, LCD manufacturers are increasing the format’s dynamic range by harnessing high-speed drives to process bright images first and dark images later to improve contrast. Larger screens with higher resolutions are now possible thanks to recent TFT (thin-film transistor) technology developments.
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According to Dupont’s Electronics Solutions division, LCD manufacturers are increasing the format’s dynamic range by harnessing high-speed drives to process bright images first and dark images later to improve contrast. Larger screens with higher resolutions are now possible thanks to recent TFT (thin-film transistor) technology developments.
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LCD displays perform reasonably well in ambient lighting, are energy efficient, and have a lifespan of about 60,000 hours. For the budget-minded organization, LCD is a solid choice.
LCDs are generally confined to a 16:9 resolution which isn’t necessarily limiting, but when used in tandem with other displays in a video wall, bezels – lines separating each screen – become a negative aesthetic factor.
SUMMARY So far, we’ve discussed the pros and cons of the three leading digital signage technologies at a high level, along with several examples of how they’re used. Takeaways include price and quality vs. functionality and the premise that even displays designed for specific industries can be used for infinitely more applications. But we’ve barely scratched the surface! It is highly recommended you get advice and guidance from qualified AV professionals before making a final buying decision.
3.LED: While spacious, open venues with large audiences and high ambient light levels present challenges for LCD and projection technologies, LED displays were developed to address those. Though generally heavier than their LCD counterparts, they’re also brighter in ambient lighting, consume less energy, and have a life span decidedly higher.
When researching LED displays, you’ll hear a lot about pixel pitch. This is important because it determines the display’s resolution and optimal viewing distance. The smaller the distance between the LEDs (light-emitting diodes) that make up the display surface, the better the resolution and optimal viewing distance. In plain terms, the lower the pixel pitch, the closer a viewer can stand to your display and still experience high resolution. If we compare apples to apples, advanced LED displays offer a brighter and clearer picture than LCD. LED screens are also more versatile in size, shape, and curvature, making them far more flexible for custom projects. Organizations with special projects requiring both functionality and aweinspiring aesthetics usually turn to LED, but these advantages come literally at a price. LED displays are typically more expensive than other visualization formats, although manufacturers will argue that their total cost of ownership is lower, thereby making LED a better investment. And LED prices are becoming more affordable.
If your organization already has a reliable infrastructure in place – including a strong, secure wired internet connection and a stable power infrastructure – you’re halfway there. Your technology integrator will then work with you to choose the proper cabling and mounting hardware. Installing your new digital display can be quick and easy or time-consuming, depending on the space’s architecture and power availability. Like your home, power outlets are not always where you need them to be, and you’ll need the services of a professional electrician to remedy that.
Like any remotely accessible, internetconnected apparatus, digital signage is vulnerable to cyber threats. But physical forces, like unqualified employees with no nefarious intent, are notorious for disrupting the functionality of digital signage, too. The temptation to play the latest video games or catch a major sporting event on giant screens is sometimes overwhelming! Displays that operate in the public sphere also fall victim to incidental and intentional damage – from the desire to touch the screen to physical vandalism to those trying to circumvent the screens’ programming by something as simple as inserting their own thumb drive into an open USB port.
As an IT professional, securing all aspects of hardware is second nature. Digital signage is no different than a physical and network server in this respect. But digital signage is seldom, if ever, locked up in a server room. So, the ultimate goal is to prevent or hinder anyone from just walking up to it and disrupting its functions.
UTILIZING YOUR EXISTING INFRASTRUCTURE AND SECURITY
Likewise, the wall or ceiling you’ve chosen to mount or hang the display from could require some reinforcements to support the added weight. Again, these are all questions your qualified integrator can answer and help you resolve SECURITY CONSIDERATIONS
LOCKING DOWN YOUR DISPLAY IN ITS PHYSICAL LOCATION
As an IT manager charged with installing and protecting your company’s digital signage investment, your first concern is its physical location. Imagine you’ve invested in a shiny new Porsche. Your partner wants to drive it. You’re petrified your kids are going to take it out for midnight cruises when you’re sleeping. You can’t keep it locked away in a garage somewhere because it’s your car, and it begs to be driven. You can hide the keys, but after that, the best you can hope for is the vehicle’s anti-theft devices work; you remember to lock the doors, and a runaway shopping cart doesn’t ding it when you’re picking up Likegroceries.anautomobile, there are ways to keep your display investment reasonably protected against physical misuse. If your digital display is installed or will be installed within arms’ reach of the public or internal employees, take steps to discourage those who would be inclined to tamper with it. This can include mounting or hanging it higher than the average person can reach.
A tempered glass or Perspex screen protector around it is a relatively inexpensive way to protect the display from fingerprints, scratches, or worse physical damage. You might also consider a strongly enforced company policy against tampering with the display. All methods of signal input should either be secured or disabled. This includes USB ports, HDMI ports, Bluetooth, and media players.
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One might think these are no-brainers, but it’s surprising how many high-profile companies have left their digital signage networks with little to no security and paid the price for it. The rule should be to treat your networked and non-networked displays as you would any other part of your secured ecosystem. This includes using strong encryption when accessing them, secure passwords, and updating software as required.
Like any remotely accessible, internetconnected apparatus, digital signage is vulnerable to cyber threats. But physical forces, like unqualified employees with no nefarious intent, are notorious for disrupting the functionality of digital signage, too. The temptation to play the latest video games or catch a major sporting event on giant screens is sometimes overwhelming! Displays that operate in the public sphere also fall victim to incidental and intentional damage – from the desire to touch the screen to physical vandalism to those trying to circumvent the screens’ programming by something as simple as inserting their own thumb drive into an open USB port. Security on the network is the second thing to keep an eye on. If you don’t take precautions here, your entire digital signage communications network could be compromised, leading to attacks on your data center, potentially exposing information on personnel and sensitive data stored on systems that communicate with the network or shared servers. As an IT professional, you’re well aware of the damage hackers can do to a network. But because installing and securing digital signage is wrought with unique challenges, here is a checklist to consider when securing your company’s digital investment: Has your information security staff scanned your network for vulnerabilities? Does your network undergo regular vulnerability scans? Have you enabled the firewall on your network and any devices connected to it? Is the system regularly monitored for health? Do you treat your media players, the devices that serve the display’s content, as managed devices or appliances?
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NETWORK SECURITY IS A MUST!
What is it about digital signage that is so captivating? In most cases, the answer to this question will be the content. The highresolution video, vibrant colors, and crystalclear graphics that seem to burst out of the display are what leave a powerful impression.
PAINT
THE FOR YOUR DIGITAL CANVAS: CONTENT AND CONTENT DELIVERY
Every day, audiences get inundated with a ton of digital messaging, and only the most eye-catching and compelling sticks in their minds. It is important to remember that digital signage presents an incredible opportunity to grab consumers’ attention, but it is equally important that the content creators and managers do something with that attention.
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It doesn’t matter whether your organization plans to make company announcements in its corporate lobby or stream advertisements, art, or cultural events in a major sports arena; without engaging content, your digital signage investment won’t pay off. How do you create great content? Slow down, partner! First, you need to consider a content strategy.
FINAL THOUGHTS ON CONTENT PRODUCTION Graphics engage viewers quickly and retain their attention. Use high-contrast colors and graphics whenever possible to replace text. High-resolution video is even more eyecatching, but production costs can be high, and cutting corners might work against you. The same can be said for animation. Use large font sizes in your content to make it easier to read from a distance regardless of the avenue you take to have it produced. To get a better idea of how big text should be on a display, see the Image Size Standard from AVIXA.
Identify your audience, then tailor your content strategy around it. Whether you’re showcasing products, enforcing your brand identity, or creating an immersive experience, consider your audience’s demographics as you develop content. The same content on a continuous loop might get noticed at first and then become a stagnate part of the interior. You’ll get more engagement if it varies and changes often. In terms of the actual creation of it, your marketing team can likely do it in-house, or you can contract outside agencies who specialize in creative content. Many of these professionals come highly recommended in the digital signage industry and have won awards for their work.
Digital signage requires excellent content to be successful. After you have selected your display type, contracted the skilled integrators to help you install it, and taken all precautions to secure it from physical and cyber misuse, content is the next, and perhaps most significant, consideration.
No wonder 80% of consumers say they have entered a place of business because a digital sign caught their interest!
In a nutshell, digital signage requires excellent content to be successful. After you have selected your display type, contracted the skilled integrators to help you install it, and taken all precautions to secure it from physical and cyber misuse, content is the next, and perhaps most significant, consideration.
Just as you need a device to deliver movies and music to your home theater system or PC, you’ll also need to consider how your digital signage content will be delivered to the screen. The good news is the hardware is essentially the same! Here are the most popular options:
2.Physical media players: Content is played directly from a DVD or Blu-ray player, again, connected to the digital signage or as part of a remotely accessed system.
3.Cloud content management systems: Think of this like a ROKU or Firestick streamer. They come pre-loaded with generic content, art, music videos, etc., and you can upload and play your original content. Remotely accessed via the cloud, there may or may not be a physical device to be plugged in anywhere. Many of these subscription-based services are based in the cloud. No matter which you choose, remember to secure it. This can’t be stressed enough.
1.Thumb drives and other external storage devices: Content stored on these are plugged directly into the digital signage and accessed via an on-screen menu. Alternately, they can be part of a remotely accessed system via your organization’s local area network or the cloud.
GETTING THE CONTENT TO DISPLAY
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Study after study reveals displays have clear advantages over other forms of advertising and audience engagement. Their implementation goes well beyond hanging static paper signs, plugging in old overhead projectors in darkened rooms, and grabbing the box store’s Black Friday flat-screen for your lobby. The type of signage you choose and the content that goes on them play significant roles in how successful they will be towards your organization’s goals. Securing them – both physically and across your network - should be top of mind during your buyer’s journey.
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Our world is increasingly digital, and digital signage is a significant part of that revolution.
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About AVIXA® is the Audiovisual and Integrated Experience Association, producer of InfoComm trade shows around the world, co-owner of Integrated Systems Europe, and the international trade association representing the audiovisual industry. Established in 1939, AVIXA has more than 20,000 enterprise and individual members, including manufacturers, systems integrators, dealers and distributors, consultants, programmers, live events companies, technology managers, content producers, and multimedia professionals from more than 80 countries.
AVIXA members create integrated AV experiences that deliver outcomes for end users. AVIXA is a hub for professional collaboration, information, and community, and is the leading resource for AV standards, certification, training, market intelligence, and thought leadership.
