Dynamic Digital Signage Is All About Spontaneity
By Judy Hoffman
It's shopping as usual. You walk by numerous signs and posters.
One poster offers the latest in men's wear. Good-looking ties,
you think. Suddenly the ad transitions into a visual of women's
jewellery. Reminded of your upcoming anniversary and you decide
to head to the jewellery counter next. A sale!
While in line at the grocery checkout, the movement of animation
on a display catches your eye. You patiently watch as numerous
products float in and out of the screen as the Manager's Specials.
Suddenly a text crawl announces a special on the very item
you are about to purchase. Can't miss this sale! You step
out of line and dash to purchase several more of that item.
Another sale!
Another scenario. It's dusk. Strolling leisurely through
the entertainment section of town, you admire the tree-lined
streets. As the streetlights begin to flicker, you notice
movement to your right. There on the window of your favourite
restaurant is live video with sound of the tonight's venue
and their music sounds great! As you wonder what admission
costs are, it appears in a text crawl at the lower part of
the video. To the left of the video is a text-roll of the
night's specials with yummy-looking pictures of available
offerings. You decide to enter. A spontaneous sale!
Dynamic Digital Signage is all about spontaneity. Unlike
static signage that stays the same digital signage offers
more information in an easily renewable, attention-grabbing
medium with ads that slowly transition into a new product
or message every 15 to 20 seconds or displays that offer numerous
messages with text crawls and rolls, video clips, or live
video.
Options
There are numerous options when it comes to digital signage
with new features always available. Much relies on needs and
cost. Options that allow the typical "signage" look
offer savings over printing costs since the system will have
years of valuable use. Ads can be updated several times per
day or week. Or images can constantly change exhibiting endless
advertising of products or offerings throughout the day.
A step up from this is true dynamic digital signage, which
offers such features as:
Multiple group support (from one to an unlimited number of
zones) each with its own info such as text, graphics, video,
or live video feed and it is narrowcasting in the truest sense.
This option is truly dynamic in that it is linked to a company's
database to keep information up to date. Since information
is changed remotely all content in any of the groups is fresh
and offers the ability to display current weather, sports
scores, election results, news headlines, PSA's, or missing
child announcements immediately.
Display Options
Display options are just as numerous and can range from the
expected look of signage to the unexpected. At this time,
the preferred is a plasma display.
It has a thinner profile and can be used horizontally (like
a television) or vertically for a poster look. Plasmas can
be mounted on walls, hung from ceilings, or freestanding.
Plasmas can also be built into store architecture to look
less obtrusive.
Other display options are LCD's, ordinary television monitors,
and colour LED's.
Stores, restaurants, hotels, can use their existing television
monitors for display and actually create an in-house information
channel.
Projection is another display option with various ways to
display besides screens.
Some of which are, transparent films for storefront windows,
3-D films, floors, walls, and ceilings or just about anything
with a specialised paint coating.
What to Look For In a Digital Signage Solutions Provider
A good visual media solutions provider should be able to
offer a custom solution to fit the individual needs of a client
and ideally offering a complete one-stop solution.
This would include, all needed hardware, software, training,
displays, sound solutions and content.
Those considering investing in digital signage may find that
providers will have varied backgrounds. Some may offer only
digital signage, but most will have backgrounds in advertising,
traditional signage, video production, graphic arts or video
and broadcast equipment maintenance and sales.
Before teaming up with a provider you need to answer the
following questions:
- Exactly what kind of digital signage do you have in mind?
Simple images with a typical signage look? Or do you want
more, such as video, text crawls, etc.?
- Do you need something that is dynamic?
- What is the exact need at each display location? Do you
need horizontal or vertical displays?
- Something that suits the architecture? Do you have limited
space?
- Will you have a need for live video feed?
- Will you need sound and would it need to be contained?
- Will the digital signage be displayed indoors? Outdoors?
- Are you prepared to provide your own content or would
you need a content provider?
- Does the system you are interested in offer a variety
of options that will enable you to change the "look"
of your signage in the future?
- What kind of customer service, training and support does
the digital signage provider offer and are they forthcoming
with available solutions?
Finding answers to the above questions, allows companies
be competitive and jump on the "spontaneity bandwagon"
by making an informed decision.
Specialized Communications, Inc. -
Offers visual media solutions to businesses throughout the
United States and is an Authorised Dealer and Integrator representing
companies like Panasonic, Avid, Ciprico, Inscriber, Matrox
and many others. Specialized Communications is also a Factory
Authorized Service Center for Panasonic, Sony, JVC and others,
providing high quality maintenance and repair for major television
stations, independent affiliate TV stations, leading cable
and video production facilities, with clientele nationwide.
Specialized Communications was chosen by the Hagerstown-Washington
County Chamber of Commerce Business Awards Program as a nominee
for the Entrepreneurial Award of 2004 in recognition of its
role in Washington County's economic success. David Linetsky
is the President of the company.
Website: www.spec-comm.com
Judy L. Hoffman, Marketing Coordinator
Specialized Communications, Inc.
20940 Twin Springs Dr.
Smithsburg, MD 21783-1510
800-359-1858
judyh@spec-comm.com
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