feature // digital signage
Show me a sign
The results obtained are based on a
hypothesised group of 150 typical ‘high
street’ stores with a specifi c electronic
display package for a period of three years.
The carbon saving, compared to typical
poster renewal, is a projected 29.74 tonnes of
carbon dioxide equivalent (tCO2e). This takes
into account the emissions ‘from warehouse
to warehouse’ and compares all aspects
of both types of installation, performance,
maintenance and decommission; assessing
consumption of electricity, fuel, paper and
ink.
The digital display analysed consisted of
a Panasonic PT-D4000 projector, which was
chosen for its reliability and fl exibility with its
Less footprint than
dual lamp system, 3M Vikuiti fi lm applied to
a poster - Footlocker
the window, and a Cisco media player. All
in Oxford Street using
changes of content are sent via a broadband
MediaZest’s display line, thus eliminating repeated printing of
package with 3M materials and road distribution. The lifetime
Vikuiti fi lm and
of the display was set at three years.
Panasonic PT-D4000 projector
MediaZest’s sales and marketing director,
Andy Hawkins, outlined the reasons for
the study. He said, “We
believe it is both a business and moral
Point of sale materials and hardware are
imperative for all companies to analyse
their practices and make any contribution
still in the Stone Age for many users which possible towards the environment. We are
hampers the case for investing in modern
delighted by the results, as we took a risk
in its commissioning before knowing what
display technology. CI provides an update
we would see. Our gut feeling has always
been that our clients can not only enjoy the
on some of the reasons why digital signage
MediaZest’s
business, branding and aesthetic benefi ts
sales and
prospects could be improving.
of digital displays but that it was more
marketing
environmentally friendly, and that seems to
director, Andy
have been proven.” Hawkins
Electronic window displays have more impact than traditional Commenting on the exercise, Dr Joyce
methods and surprisingly, some are potentially greener, Tsoi, research fellow at Brunel University,
according to the fi ndings of the ROI (Return On Investment) said, “We have experience of looking at the
Team and Brunel University. environmental aspects of various business
The results from an extensive study into the carbon practices and these results show a strong
emissions of digital signage reveals that the carbon footprint of positive result for the use of digital media.
a projector-based display can be potentially 7.5 per cent lower Surprisingly little sustainability research
than a traditional poster package. exists that can inform business opinion
The study was commissioned by London-based company about carbon performance issues, and we
MediaZest, a display specialist organisation with a large client were pleased to be involved in what we
Dr Joyce Tsoi,
portfolio which includes Microsoft, Sony and Shell. Research believe will be a signifi cant step forward in research
was co-sponsored by Cisco and Panasonic. encouraging environmental debate in the fellow at
point-of-sale advertising business.”
Brunel
Speaking for the research company,
University
Andrew McCall, managing director of ROI
Team, said, “The diffi cult part was deciding
on a benchmark for the traditional use of
point of sale, as there are numerous ways of
posting a campaign. We hope the research
fi ndings will instigate further debate.”
Tim Skinner, operations director,
consumer industries, UK and Ireland, Cisco,
told Custom Installer, “Cisco has a clear
Paper versus
commitment to reducing our carbon footprint
Tim Skinner,
electrons. The
and works with our customers to enable them
Cisco’s
vertical scale operations
is tonnes of
to reduce their impact through the smart use
director
carbon dioxide
of technology. Digital signage provides an
- consumer
emissions engaging experience, and retailers are also industries, UK
equivalent able to be greener at the same time.” and Ireland
22 May 2009 www.custominstaller.co.uk
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