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DIGITAL SIGNAGE


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Looking behind digital signage Despite strong presence at ISE, it can be difficult to get a top-level view of this market


“Digital signage networks comprise digital displays (screens, videowalls, kiosks, and so on), digital signage software (content management systems, network management systems), as well as digital signage media players, connectivity and mounting hardware,” comments digital signage industry expert and consultant Nurlan Urazbaev. He sees those companies working alongside integrators/ installers who can supply connectivity devices and mounting hardware, content producers, audience measurement and ROI metrics tools suppliers and strategy consultants. “Suppliers that appear to be leaders in their segments include LG, NEC, Samsung, Philips for digital signage displays, Barco and Daktronics for digital billboards, and BroadSign, Four Winds Interactive or Scala for software.” Duffy Wilbert, senior vice


president, member services at InfoComm International, says digital signage is a networked AV application like many


others. “Many of the companies supporting digital signage systems are the same display, audio, and switching and cabling companies the AV industry knows well. There are, however, some specialised manufacturers that support digital signage applications specifically.”


Digital signage consultant Maurice Doran notes that many digital signage software


solutions, Wilbert highlights the companies that are devoted to creating compelling content and those that manage vast networks of digital signs. “And there are the AV firms that bring all these pieces together and, if they’re forward-thinking enough, marry the content with the digital signage design and integration.” Doran has also noticed an increase in the amount of


‘I expect to see more content offerings because a lot of screens have now been deployed in a variety of spaces’


companies have joined the hardware game and are using Android to address hardware limitations and costs, which in turn lowers the barriers of entry into the market for customers. “Major players here would be BroadSign, Navori’s self-hosted SaaS (software as a service) and Android solutions and Signagelive, who integrated their Android device inside the Samsung smart TV screen.” Looking beyond the


components of digital signage


companies creating professionally designed content for third parties. “I expect to see more content offerings because a lot of screens have now been deployed in a variety of spaces. It’s no longer a pure advertising and marketing product, it’s becoming an information distribution system.” Wilbert says companies that


differentiate themselves in the digital signage space are the ones that understand the technical similarities between


digital signage and other networked AV systems, but also recognise the client-by- client requirements of individual signage applications. “For example, the screen with built-in support for industry-standard playback devices, versus just a good, sturdy flatpanel display. Or the speaker that focuses audio on the spot from which a client wants people to experience its sign, versus a soundbar.” For Doran, the industry is


broadly split between on- premise self-hosted solutions and the growing world of SaaS. It’s a fragmented market where each digital signage company has its own niche in various regions, too. “Four Winds in the US, for example, has carved a niche for itself in hospitality, roll- outs in cruise ships or casinos. Others will target generic public space, retail, videowalls and so on. Very few products are seen across the board.” Urazbaev notes two industry segments: non-ad-based networks running in education, corporate communications and hospitals, and ad-based promotional content-running


Monica Heck, ISE Daily team


networks in retail environments. He feels digital signage still


lacks proper ROI metrics and efficient media buying tools, and cautions that the digital signage display and software markets are saturated with supply. “The abundance of technology makes it increasingly difficult for new networks to determine which product would be best for them.” Wilbert feels the most critical part of designing and deploying a new digital signage solution is the needs analysis. “The analysis should reveal if the answer is a simple, network- addressable player attached to a consumer TV or a network of 100 commercial-grade screens across many geographical locations, physically secured and updated via a virtual LAN from a central location at corporate HQ.”


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