This article was written for the International Sign Association Report that appeared in the September 2010 issue of Sign of the Times Magazine. The article focuses on how digital signage technology can help companies, especially those in the sign industry, grow their business. Digital sign technology is becoming increasingly popular and the industry continues above average growth year after year, even in the current economy. Anywhere you go today you cannot avoid seeing an electronic display with information, advertising or promotional material. More and more companies in the sign industry, both large and small are learning how to offer digital signage solutions and services. Consequently, those companies are growing their businesses, adding more value, and making more money for their clients and themselves. Are you?

1. Dynamic Digital Signage:
Making Opportunity Knock
••• By Bruce Goldstein
Dynamic Digital Signage is well suited was a giant step forward. It was embraced
to grow your sign business. not only by the computer industry, but the
Digital sign technology is becoming in- sign industry as well. Desktop publishing
creasingly popular and the industry continues improved such things as efficiency, quality,
above average growth year after year, even in creativity, and time to market. As a result,
the current economy. Anywhere you go today setting type, T-squares, stat cameras, burnishers
you cannot avoid seeing an electronic display and wax machines all became things of the skills. They are able to understand your client’s
with information, advertising or promotional past. Sign companies of all kinds welcomed objectives, what their end-users are looking
material. More and more companies, both the new technology as a natural progression for, and translate that into compelling visual
large and small are learning how to offer digital of their business. messages. These skills are fundamental to the
signage solutions and services. Consequently, Fast forward 25 years to today and dynamic successful development of any dynamic digital
those companies are growing their businesses, digital signage is the new revolution. Signs no sign. Importantly, while IT firms are installing
adding more value, and making more money longer are fixed. They can include moving most digital signage systems, they typically
for their clients and themselves. Are you? images and can change their message multi- lack the necessary visual communication skills.
As a society, we have not yet stopped ple times throughout the day. Digital signs As a result, the experience you already have
purchasing printed material. However, whether also use an electronic display instead of printed in the design, production and sales of visual
it is a Kindle or an iPad, electronic books of all or dimensional material. Print is fixed and communications products will enable you to
kinds are becoming more and more popular. updating a printed or dimensional sign is time easily transition into selling dynamic digital signs.
Printed magazine and newspaper subscription consuming, labor intensive and costly to in- Moreover, sign companies already have a
levels continue to decline and the last time stall. A digital sign connected to a media sales force and in-house designers in place
you opened the Yellow Pages to search for player can display motion and video and that can become digital sign communication
something was when? So it stands to reason change based on a schedule. It can be up- experts. Finally, most businesses only require
that the same dynamic is in play with printed dated instantly and produce immediate re- a simple digital signage system. Therefore, an
signs as well. More information, efficiency, sults. While the transition to digital signage advanced understanding of information
convenience and ease-of-use rules the day. may take longer to dominate the landscape technology is not always necessary.
Recent digital sign technology advancements then desktop publishing did in the 80’s, the Once a digital sign has been sold, the need
have made digital sign solutions easier to use, advantages are just as beneficial to the sign to keep the content or the message displayed on
more reliable and more affordable than ever industry. If you have not taken advantage of the screen fresh and effective will be paramount.
before. In addition, the technology has made it yet, you still can. However, the train is Doing so will help your client to achieve a quick
it easier to improve same store sales and cus- leaving the station. return on their investment and provide you with
tomer experience. continuous revenue updating their content.
Turn the clock back 25 years to the desk- So what do you need to board the train? Since most of your customers will only
top publishing revolution. WYSIWYG (what Your business already possesses strengths need a simple off-the-shelf digital signage
you see is what you get) page layouts and that will enable it to offer digital signage and system, selecting a simple solution to sell and
graphic designs displayed on screen with a be successful. At the outset, you already have promote is a good way to start. It will not require
computer and printed out in high resolution employees with strong visual communication a major reorganization or investment in a
significant amount of new technology and will
Digital signs can be used in a variety of environments, some of which are pictured here appeal to both existing and new customers.
(Photograph ©2010 NEC Display Solutions of America, Inc.).
It will also allow you to become familiar with
the technology and grow your business without
getting in over your head. It requires a basic
understanding of how the dynamic digital sign
technology works, its capabilities and benefits
and how to incorporate it into your product
and service presentation to your clients.
A simple dynamic digital sign solution is like
a digital photoframe. It consists of the same
main components: a media player and a flat
panel display or LCD. The difference, however
is that the components of the digital sign solu-
tion can be all-in-one or separate, but more
importantly they are built for extended use
and offer a lot more features and capabilities.
Continued on page 86
The 2010 LED marketplace, driven by televisions and general lighting appliances was expected to exceed the 2009 size of $6.5 billion. (IMS Research) •
www.signs.org 85

2. ...Making Opportunity Knock [cont]
Continued from page 85
POPULAR MARKETS
Simple digital signage media players can be purchased for well below $1,000. They play For Digital Signage:
media files like jpeg images and mpeg videos and can be programmed to play the files in any
order based on any schedule. They can be updated using a removable memory device or connected CORPORATE
to a network. They can also be programmed to divide the display screen into separate areas Display of corporate, employee
called zones with different media files playing in each zone. and local news and information
LCDs are available in many sizes and can be used in any orientation. For example a countertop
digital sign can use a 19-inch display (which is available for less than $250) in portrait (vertical) HOTEL
orientation, and take up minimal counter space. A digital menu board can use a 40-inch or Wayfinding, local news and
larger display (starting at around $1,000) mounted to a wall in landscape (horizontal) mode, information and hotel events
which can replace several printed menu boards. The countertop digital sign and the digital
menu board could use the same kind of media player. The key difference between the two is PUBLIC SPACE
the content or messaging displayed on the LCD. News & travel information,
advertising
Content: the key to success and making you and your clients more money
No matter how big or small or how sophisticated or simple, the key to the success of any RESTAURANT
dynamic digital sign is having a content strategy and plan, along with a professional designer Menu boards, customer facing
to create the message displayed on the digital sign. Like printed signs and displays, a message promotional information
on a digital sign needs to be eye-catching, compelling, include a call to action and leave a lasting
impression. With the ability to add full-motion graphics and daily scheduling, the content RETAIL BANKING
strategy should make sure the content is always kept up-to-date and achieves your clients’ objectives. Display of local news, information
With a skilled in-house designer who can design for print and motion, you will be able to and bank promotions
offer content subscription packages for each digital sign you sell. You will then be on your way
to increasing sales revenue and growing your business in dynamic digital signage. RETAIL SALES
Wayfinding, product and
Bruce Goldstein is a professional designer and digital signage certified expert. His consultant firm, promotional information
Designage, offers expert advice to companies interested in selling digital signage systems and services and
to end-users interested in installing a digital signage solution for their business. He can be reached
at: bruceg@designageco.com website: www.designageco.com blog: http://designageco.blogspot.com Digital signs can be updated easily to change
such things as: design theme, layout,
promotions, items, prices, etc. (Photograph
Dynamic Digital Signage Basic GLOSSARY ©2010 Pei Wei Asian Diner, Inc.).
Dwell Time: The approximate time the audi-
Connected: A digital sign media player that ence spends in proximity to a digital sign.
receives content and program information Landscape Orientation: An LCD in typical
from a network connection. horizontal orientation.
Content: The information displayed on a LCD: Acronym for liquid crystal display, a
screen often consisting of text, images, motion thin, flat-panel display technology commonly
graphics, and video, usually created by a pro- used for displaying digital signage content,
fessional designer. preferably designed for commercial grade
CMS: Acronym for content management extended use.
software that includes capabilities such as; Loop: Content or a playlist that repeats itself
importing, organizing, scheduling and distrib- for continuous play.
uting content, creating content playlists and Media Player: Typically a single use PC or
display layouts, managing connected media solid state device that outputs content to an
players and LCDs, and reporting the overall LCD, preferably designed for commercial
status of a connected digital signage network. grade extended use.
Day Parting: Scheduling content and playlists Playlist: A list defining the order and duration
for playback at specific times of the day. of content to be displayed.
Dynamic Digital Signage: An electronic sign Portrait Orientation: An LCD rotated 90
that can change quickly and easily, deliver degrees to display content in vertical orientation.
targeted messages to an audience based on Standalone: A digital sign media player that
time of day, day of week, etc., without having receives content and program information
to physically change the sign itself. from a removable memory device.
DOOH: Acronym for Digital Out-of-Home Zone: An area of a display designated for a
and refers to digital signage that is displayed particular use based on audience considerations
in public spaces, social places, and retail. and messaging objectives. |
statistical facts •••
Digital out-of-home media (DOOH) increases sales in grocery stores. Four out of five product brands tested showed increases of up
86 ISA Report • • • May 2010