Signal distribution in ds networks

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Signal Distribution in
Digital Signage
Networks

What we will Cover
• Digital Signage Industry overview
• Digital Signage Network Topology
• Placement Choices – screens vs players
• Considerations – player placement options
– Benefits of Player at Screen
– Challenges of Player at Screen
– Benefits of Back Room Placement
– Challenges of Back Room Placement
• Content Delivery Methods

3
“It’s just a truck….”

Fragmented, variety of HW &SW
 50+ Public Display Vendors
 1000+ different display models
 2 Million Public Displays sold p.a., install-base
of 10 Million
 2500+ CMS SW vendors
 Increasing amount of peripherals
 2000+ DOOH Networks
 And growing….

Deploying a DS System is Challenging
Distribute media to multiple remote displays
Control displays
Reduce operational costs
Reduce capital costs
Improve ROI
5
TCO

6
Uptime = ROI
 The bigger the networks grow, the more complex
they become
 Increased difficulty to keep full control and
uptime
 Every screen failure/interruption is lost money

Management
Layer
Media
Layer
PlaybackContent Interaction
System Management
Digital Signage Solution Ecosystem
Content Management
(CMS)
Infrastructure Management

Signal Delivery Options
• Traditional Video Cable
– Lower cost, depending on distance
– Familiar to use
– Difficult to terminate
– Limited distances
• Fiber Optic
– Higher cost
– Longer distances
– Reliable band width
– Not relevant in many applications

Delivery Options (continued)
• CATx Cable
– Initial higher cap-ex – depending on application
– Extension and Distribution systems
• Flexibility in placing screens
• Save money on software licensing costs
– Longer distances
• Up to 2000 feet
– Easy to install
– Can use existing cabling infrastructure
• And there is always – player on screen

A Typical CATx Distribution System

Screen Placement
• According to Dale Smith of Peerless Industries,
“All the well intentioned design work,
beautiful display devices and high powered
content that money can buy are rendered
ineffective if placed in a poor location.”
• The screens must be located in a public area
• The screens must be clearly visible
• Viewing distance needs to be optimized so
that the screen will not appear too big or too
small.
• Only if you successfully meet all these
placement challenges will your digital signage
system allow optimal screen spotting and
provide maximum results.

Player Placement
• In contrast to display devices, media
players have a wide choice of
placement options.
• Media players do not need to be in
public spaces or at the screen
• They do have their own set of
placement requirements to ensure a
successful deployment
• While screen placement mainly
affects the effectiveness of your
message delivery, player placement,
in contrast, is mainly a Total Cost of
Ownership (TCO) consideration.

Player Trends
• Multiple Out Video Cards – many software
companies are taking advantage of products from
companies like Matrox and placing them in robust
systems capable of driving multiple screens from one
processor.
• Players are being built into open screen slots –
typically supplied with a utility for doing basic
playback of content
• On the low end, becoming more reliable
• On the high end, becoming significantly more
powerful

Player at Screen Benefits
• Can use existing
infrastructure cabling
• Depending on application
environment – provides
simple solution
• Can use less hardware
than other solutions,
depending on
environment
• Can be secured to screen
preventing easy access or
theft, especially in ceiling
mount installations

Player at Screen Challenges
• Servicing can be very
difficult depending on
environment
• Access can be problematic
causing increased service
cost
• Players are exposed to
environment - heat & dust,
etc… causing lower MTBF
• Depending on application –
can be exposed to increased
security risks associated with
vandalism or theft

Player in Back Room Benefits
• Players can be consolidated into
racks for easy access at any time,
therefore lowering service costs
• Upgrading software and players
becomes significantly easier
• Extension/Distribution can take
advantage of existing CAT5
infrastructure
• Back room can be environmentally
controlled to extend MTBF
• Back room environment can be
secured to prevent tampering and
theft

Players in Back Room Challenges
• Additional equipment
may require slightly
higher up front costs
• Security needs to be
addressed
• Environmental factors
need to be addressed

DS Vision Digital – System Diagram
WAN

One to One One to Many
19
Basic System Configurations

• Usage:
 Commercial
 Designed for 24x7 operation
 Handles extreme heat conditions
 Landscape or portrait orientation supported
 Consumer
 Designed for limited on time operation with intent of long off times
 Landscape only
• Control
 Commercial
 RS-232 external control with PC & video loop-through connector
capability (drive multiple displays from one PC or video source)
 Consumer
 Lacks the above & often does not feature BNC locking connectors or a
DVI input
• Warranty
 Commercial
 3 years parts & labor
 Onsite service optional
Commercial vs. Consumer Grade Display
to save you $$Presented by
Consumer
 1 year typical.
 Warranty may be voided
if used in commercial spaces

Content Creation Tips to save $$
• Use motion…it gets noticed
• Digital signage is not a static sign or a TV commercial. It’s a
new medium that requires new rules.
• Know the dwell time of the audience and set message and
loop time accordingly.
• Add content people want to see to help
drive longer viewing times (Ex/ news &
weather)
• Displays in portrait mode are eye catching
• Build content for a specific aspect ratio and
resolution
• Don’t overuse tickers and don’t use them
for the primary message

Some Considerations to
make sure you have covered
• Cost – there is an investment involved
– Avoid big problems by testing everything
– Run a small pilot
– Use lease options and other creative financing
• Complexity - Digital signage projects require technical
business, marketing and design expertise
– Make sure your team includes all interested parties
– Make sure you understand the purpose of the network and the benefit
to all interested parties – before you begin
• Return on Investment
– Is it $$$
– Is it something else – creativity, ingenuity, results?
– Clearly define your objectives – monitor your progress frequently

«It is just a truck, but...»
23
...only as long as it runs smoothly!

Questions?
Thanks for your time…

Signal distribution in ds networks

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