Behind the screens

Digital signage has been rapidly coming into its own over the past few years, replacing a whole range of signage that was previously produced in either printed or static illuminated format. The benefits of immediacy, relevance, and responsiveness, provided by the ability to change information and images quickly whenever required, have become widely recognised. Now smaller organisations and businesses, such as estate agents, restaurants, and business centres, are embracing the medium that was once almost exclusively the domain of major retailers and big advertisers.

Software, is the driving force behind this shift, with recent developments resulting in a wide range of options, from simple template-based packages that can be operated by non-technical personnel, to some very sophisticated solutions.

Whatever level you choose, it is the software that brings everything tog-ether, giving you full control over the management of the system. It connects hardware and content, and allows you to monitor screens and update media remotely.

Ready-to-wear

Fairfield Displays is seeing a steady increase in the use of digital signage to replace traditional promotional and information signs, where changes and updates need to be made on a regular basis.

Along with products such as the Smart Peach Screen range, the company offers a cloud-based solution that uses Cloudscene software.

“The Cloudscene software package is incredibly easy to use with an extensive range of media options,” explains Fairfield marketing director, Janice Fairfield, adding: “The system can be used by the non-technical client to upload PDFs and scrolling messages, and the sign-maker can then create the more complex designs with spilt screens and links to websites.”

The back end of the software has a traffic light system so that it is easy to see which screens are on in a large network. Content can be grouped so a series of jpegs and videos can be displayed at a particular time and location. Cloudscene runs off a small pod that is mounted onto the back of a monitor and comes with a three-year licence.

“Cloudscene loads incredibly quickly and is certainly a package that is worth looking at. It is a highly cost-effective solution,” says Fairfield.

For retail applications, Future Software’s DigiSHOW software is being used in a wide-variety of outlets on a daily basis.

“When used effectively it can communicate, entertain, inform, promote, educate, improve dwell time, increase brand awareness, and increase sales,” comments Future Software’s managing director, Chris Fulton.

DigiSHOW gives the controlling power to display effective promotions, offers, and advertising quickly and easily, across all outlets, in seconds. Implementing this solution means the marketing department can ensure that all material being displayed in store is the current version, including all latest offers, reducing the need to hire merchandisers or rely on the staff in branch to install and keep up-to-date with the latest material. Promotions can even be scheduled in advance to start automatically at a particular time, on a particular date, so that each campaign starts in all branches at exactly the same time.

“Some clients also use the digital signage solution to run out-of-hours training for staff, adding another dimension to the implementation of the DigiSHOW solution; there are, of course, a multitude of other applications,” adds Fulton.

Tailor-made

Whilst ready-made packages have a lot to offer, for something really different and dynamic, sophisticated bespoke solutions are needed.

This is the field in which Future Software specialises. The company works mainly with large organisations, developing software for dynamic interactive signage that engages the viewer in something out of the ordinary, making them really look at the sign and providing added value for both end-user and viewer.

Bespoke software can allow recognition, identifying whether the viewer is male or female, so that the advertisement can be geared to the majority gender, without the need for the viewer to take any action, such as pushing a button, using a QR code or NFC. Reactive content can also respond to sounds or other movement and objects, such as a plane or vehicle.

Feedback data can also be obtained; for example, the number of people, gender, age, and for how long they view the screen.

“This allows capitalisation of spend, as the end user knows who is looking at the screen, for how long, and on which days of the week,” says Fulton, adding: “This is where I think there will be an explosion in DOOH advertising. There has been a change of attitude, as you can now have continual monitoring of screen performance. It’s shaking up how companies are viewing and selling software. ‘Value added’ is being recognised by the market.”

In the picture

A projection solution for the ‘Going Underground: Our journey to the future’ exhibition at The Crystal in Royal Docks, London, and a world record-breaking video wall in Suntec City, Singapore, are two great examples of how digital software can be used to enhance the user experience.

Inspiring visitors wishing to person-ally experience and catch an insight into the future of metro style transportation and energy saving innovations, Calibre UK HQView320 scalers have been used by display experts Paradigm AV in a projection solution integrated in the Siemens Inspiro concept metro train at the ‘Going Underground: Our journey to the future’ exhibition.

Working for CBS Outdoor UK, Paradigm AV managed the full audiovisual installation, including the warping of images.

“A focus of the exhibition is to engage and inform audiences using technologies that help travellers find their way more easily, such as electronic ticketing developments, passenger information systems, and station management solutions,” explains Greg Jeffreys, founder at Paradigm AV.

He adds: “We are using four-sided soft-edge blend, flexible geometry correction functions, and full warp mapping of the HQView320s, which enable a projected image to be warped onto the Paradigm curved screen and frame.”
Projection is also used to simulate a moving train from its interior by projecting digital images onto a curved surface outside of the train. For this, Paradigm AV specified two Panasonic PT-RZ470 projectors with standard lens and two Calibre HQView320’s for warping of images.

Pauline Brooksbank, managing director at Calibre UK says: “The HQView320s are the perfect tool to perfectly align images onto unusual shapes and sizes. They are compatible with a variety of sources, enabling the ticketing information and experience to wow audiences.”

Standing over 15m tall and 60m wide, ‘The Big Picture’ is located inside the main lobby and entrance to Suntec Exhibition and Convention Centre (Suntec Singapore) and has the official Guinness World Records title for Largest High Definition Video Wall. The system relies on Dataton WATCHOUT multi-image display and presentation software to manage its large-format, dynamic, and ever-changing content that is presented over 664 integrated LG LED flat panel displays.

Arun Madhok, chief executive officer of Suntec Singapore, explains: “The full HD digital wall is an integral part of our technology suite, which includes digital signage and free Wi-Fi. This mega screen with its captivating content is fast becoming a hotspot for photographers providing an iconic and memorable souvenir of Singapore. High-definition content is played 16 hours each day, delighting the convention centre visitors and Suntec City shoppers alike.”

Fredrik Svahnberg, marketing director at Dataton adds: “Our software designers have worked tirelessly over the years to create a single robust system that can handle an unprecedented quantity of video and data on such a huge real-time display. We’re delighted that WATCHOUT technology has been put to the test and is an integral part of The Big Picture at Suntec Singapore. As part of a smart building, our technology is used to bring a return-on-investment to the owner, as well as to inform, engage, and enthral local and international visitors to Singapore.”

First steps

If you are new to digital signage and its accompanying software, either as a sign company or end user, where do you begin, and what do you need to take into consideration? Fairfield emphasises that it is important to have a clear idea of what you want to achieve. There are some basic choices you need to make. 

Firstly, are you happy to update the screen using a USB stick or do you want to update remotely via the internet (cloud)? Once this decision is made you can start to look at the options on the market. 
The next thing to think about is the size of the screen; how close is the screen going to be viewed? You may find that you do not need to go for such a large screen. 

Fairfield adds: “There is a huge choice of software packages on the market; some are free with media players and others have to be purchased as a separate software package. All packages are not the same, so you really need to have a play with the software package before purchasing.”

To enable potential users to learn more about software and trial it for themselves, Fairfield has launched a new dedicated digital signage website.

Whether you opt for an off-the-shelf package or a bespoke solution, Future Software’s Fulton advises not to just buy on price: “Talk to two or three companies before deciding. Check out their different price points. Manufacturers and suppliers are coming into the market on price alone, which may be suitable for smaller retailers and offices, but larger clients need more technology.”

Moving forward

If you have already established a foothold in the digital signage arena and you are looking to progress to greater things, Fulton stresses that you still need to proceed with caution: “If you have a relatively good real estate of screens and want to move up, decide why you want to move up and what you want to do. Look at the business plan you prepared when you first started.

“Do you want to re-use some of your equipment but also take advantage of new technology? Again, look at prices. For example, with cloud-based options there can be a limit to the amount of data you can transfer down and up per month (sending and recording), so you need to watch out for penalties.”

Digital signage is an exciting world in which the boundaries are constantly being pushed forward, with ever more sophisticated options. At the same time it has become increasingly accessible to the smaller business. So the opportunities are huge and varied for both end-users and sign companies.

“There is no ‘holy grail’ with regard to technology; augmented reality, QR codes, NFC—it’s just what works for you,” concludes Fulton.