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D sign
VOLUME 1 ISSUE 1 > SEPTEMBER 2010
MAGAZINE
the content+technology of digital signage
Marina Bay
Sands
Singapore Casino Makes Sure Bet
on Harris Digital Signage
Page 24 D-Signage in the House Cool Sign!
www.D-sign.tv
D sign
D-SIGN Magazine Design & Layout: Crunch Design
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Broadcastpapers Pty Ltd Email: greenroom@crunchdesign.com.au
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Darlinghurst All material in Broadcastpapers’ D-SIGN
NSW 1300 Magazine is protected under Australian
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www.broadcastpapers.com rial may be reproduced in part or whole in
any manner without prior consent of the
Publisher: Phil Sandberg Publisher and/or copyright holder.
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made within, claims made or information
Technology Editor: Peter white provided by advertisers.
pw@broadcastpapers.com
Sales & Marketing Manager: Daniela
the content+technology of digital signage
Huelsen
Tel: +61-(0)410 880 557
Email: dh@broadcastpapers.com
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production@broadcastpapers.com
Also see D-SIGN in PDF at
www.d-sign.tv VOLUME 3 > ISSUE 5
CONTENTS
D
Editor’s Welcome
What is This Thing Called D sign
the content+technology of digital signage
Digital Signage?
By Phil Sandberg
Welcome to the first issue of D-Sign – the are immediately in the publishing business, and just
Content+Technology of Digital Signage. as you would update your printed menus, catalogues
So, what is Digital Signage? Over the last few
years, the subject of digital signage or D-Signage
or travel advisories, you have to keep your digital
signage fresh otherwise it becomes part of the
D-sign.tv is the online
has generated equal measures hype, excitement background noise. destination covering the
and confusion. Like mobile phones, the iPhone, Overcoming that is the result of clear goals, clever
iPad, social networking or, indeed, the Internet itself, content creation, scheduling, delivery and sometimes Content+Technology of
Digital Signage has been seen by many from both effective integration of a feedback loop. In short, Digital Signage.
the vendor and end-user camps as an opportunity workflow!
to magically increase revenues and boost flagging Whether you take that on yourself or outsource it
business models through either re-purposing existing to a professional services organisation, if the medium With regularly updated
technology or selling ad space on your brand new serves you and not the other way around, you will
D-Signage network. see the benefits from your D-Sign network. website, email newsletter
Of course, there is still no accounting for the
Neither of these are reasons to push for investment and in-depth E-magazine,
in digital signage because digital signage is not: awareness and attention spans of human beings
– particularly when there’s something else on D-sign.tv provides you
their minds. While recently passing through the
• A network of visual displays;
International Terminal at Sydney’s Kingsford Smith
with timely and relevant
• The output of a media player;
• A series of triggered audio/visual events; or Airport, I could not help but notice the wide array information on all aspects
Television. of digital signage from sophisticated retail displays
such as that for Absolut Vodka (pictured) to the simpler
of the D-Signage market.
Digital signage is an extension of your organisation. installations giving directions to the massive two-
It is a medium which can help you better manage the screen flight information display positioned high on
flow of people through your venue, can help to keep the wall facing the main duty free area.
the public safe, can help raise brand awareness, can One would think that would be enough to direct
passengers to their departure gates in a timely
2010 Deadlines
increase your sales, can entertain and inform.
But, to be most effective it has to fit in with your fashion, but as the kind folk at the information desk
positioned below told me, “you’d be surprised how September
objectives. It has to serve your goals, not make your
many people come to us for directions because they 2nd – Email Newsletter/E-Mag Published
organisation a slave to it.
don’t see it.” As they say, hidden in plain sight. 15th – Email Newsletter
And, that is the other side of the digital signage
We hope you find this inaugural edition of the 29th – Email Newsletter
coin. Once you have installed a D-Sign network, you
D-SIGN E-magazine useful
and informative and that
October
13th - Email Newsletter
you’ll drop us a line as to
27th - Email Newsletter
how your organisation is
employing this emerging
November
medium to reach your
4th - Email Newsletter/E-Mag Published
customers/stakeholders.
10th - Email Newsletter
And, don’t forget to
24th - Email Newsletter
regularly check our website
for news and videos, as
December
well as our free email
8th - Email Newsletter
newsletter, all available
through www.d-sign.tv
For more information, visit
www.content-technology.com or
Thanks for Reading
call +61-(0)2-9332 2221
or +61-(0)414 671 811.
Phil Sandberg
Email: papers@broadcastpapers.com
Editor/Publisher
Sales enquiries: dh@broadcastpapers.com or
papers@broadcastpapers.com
call +61-(0)410 880 557.
T: +61-(0)2-9332 2221
BACK TO CONTENTS PAGE BACK TO CONTENTS PAGE
2 Editor’s Welcome
NEWS TICKER...
Digital SignageNEWS TICKER... NEWS TICKER... NEWS TICKER... NEWS TICKER... NEWS
Audi Digital Media Goes Global
As part of a comprehensive retail team for use in the Audi digital
showroom program, Audi has showroom includes high-quality
created a multimedia digital advertorial films, Audi sporting
Catch all the detail
showroom designed to offer and corporate events, Audi
dealers around the world Audi- news, and features on culture,
certified products and services that innovation and concepts. Content
enhance the look and feel of their is made available to dealers via a
dealerships. It also enables the latest custom portal that enables dealers
information to reach customers and to download only the content they
facilitate a controlled environment require.
for branded communication that The portal provides an efficient
offers local customisation. content management and
Audi’s global network of retail distribution system between head
showrooms differ in size, location, office and the dealerships, which
geography, language, currency guarantees that the final content
and time-zone, requiring local presentation will be on-brand and
customisation to reflect these on-time, all the time.
differences, including regional “This system gives us the ability
pricing and dealer-specific offers. Digital media area, the screens show a mix of carefully crafted, to assure high-quality content in every dealership
allowed Audi to address these differences. highly branded video material that is both visually worldwide. At the same time the dealer has the
“With Audi, we have created an internationally exciting and customisable to each dealership. opportunity to place his own local messaging within
applicable communication system to reach customers 2) The Presentation Element uses model-related the Audi-branded content,” says Liane Scheinert,
and staff with high-quality, engaging, informative films to showcase key features, benefits and uses. Head of International Customer and Retail Marketing
content at the point of sale. The intelligent content These screens are located next to the vehicle to act for Audi.
creation by Sean Media and the application of as a reference guide for customers. Audio maximises “So far over 600 retail showrooms in more than
Scala make it possible to distribute Audi-specific the impact of the content to create a theatrical 70 countries across the world are using the Audi
content with just one production in multiple languages presentation. digital showroom concept to help them engage
worldwide, which saves Audi time and enormous 3) The Digital Info Element depicts dealer-specific and educate customers from the moment they enter
operating costs,” says Stefan Knoke, chief executive content such as pricing, test drive, warranty and extra the showroom to the point of closure with the sales
of Sean Media. services and packages, including financial services advisors,” said Oscar Elizaga, VP Scala EMEA.
While some of these digital media are standard, and after-sales support. These units also contain “I am delighted that Sean Media and Audi chose
each dealership can purchase up to four different paper brochures and other printed materials for to use Scala to help manage and deliver their
types of digital media directly from Audi that best customers to take away. audiovisual content in showrooms to guarantee
matches their showroom type and budget. 4) The Audi Configurator allows customers to the quality and consistency of content presentation
1) The Audi TV module comprises a large screen select the type, style, colour and capacity of the to Audi customers. We look forward to working
built into customer-branded furniture that allows the vehicle they’re interested in and specify a range of closely with Audi in the future to help underpin
screen to operate as a free-standing unit at any point items to personalise their vehicles. their ‘leading through technology’ approach.”
within the dealership. Often located in the waiting Digital content created by Audi’s marketing Visit www.scala.com
The next standard in professional LCD video monitors
PumpTV Supports Safety Campaign Digital Signage World Asia is giving you even more choice.
PumpTV, Australia’s first digital petrol station operations in November 2009. We were looking The inaugural Digital Signage World Asia will be held
TV network, partnered with Victoria’s Transport to align ourselves with an issue that is very relevant
Designed for demanding broadcast and production applications in HD or SD, the LUMA
9 – 10 November 2010 at the Suntec Singapore
Accident Commission (TAC) to run a pro-bono to the community and to PumpTV - hence the family now includes 17” and 42” models, further pushing the boundaries for professional flat
International Convention & Exhibition Centre, Level 4.
road safety campaign on its network of screens in decision to partner with TAC,” said David Parker, The event is an exhibition of the world’s leading
screen video monitors. Incorporating the superb uniformity of ChromaTRU™ colour matching,
Melbourne prior to and through the Easter period. CEO of PumpTV. solutions providers, as well as an applications- super-precise 10-bit processing and advanced input options. Versatile features include waveform
Timed to reiterate the message of road safety “In the lead up to Easter, we are highlighting the focused conference. monitoring, audio level metering and picture-in-picture display, all integrated into a space-saving
during the long Easter weekend – a period when message that if you act irresponsibly on our roads It is co-located with Kiosk Self Service World one-piece design. Plus Ethernet remote control for up to 32 monitors - another Sony first. For more
the risk of crashes increases, as more people are you will be caught. PumpTV’s platform provided Asia 2010 which brings you the most up-to-date information call 1800 017 669 or visit sony.com.au/luma
travelling longer distances, TAC broadcast its TVC’s an opportunity to communicate directly with our and in-depth self-service implementation stories from BACK TO CONTENTS PAGE
on PumpTV screens in Coles Express/Shell, United audience as they were on the roads over Easter,” industry leaders globally. Kiosk Self Service World
Petroleum and BP, Caltex petrol stations across said the TAC’s Head of Community Relations, Philip Asia 2010 covers all the important business and
5041SO/C&T
Melbourne. With an estimated reach of over one Reed. technological issues and is the only event that brings
million people, the PumpTV sponsorship added PumpTV, through its exclusive content partners together senior level executives from across a broad
another dimension to TAC’s Easter efforts. Seven Network and Yahoo!7, broadcasts news, range of industry sectors to learn the benefits of
“Road safety is a serious matter and we wanted sport and weather updates and gives advertisers self-service technologies, source solutions and form
to support TAC in spreading the message across the choice of TVC or digital ‘wrap’ format important partnerships.
to a wider captive audience at petrol pumps. This advertisements. Visit www.terrapinn.com/2010/digitalasia and
was our first community campaign since we started Visit www.pumptv.com.au www.terrapinn.com/2010/kioskasia.
42”/LMD-4250W 24”/LMD-2450W 20”/LMD-2050W 20”/LMD-2030W 17”/LMD-1750W
Ideal for multiview – full HD Fully featured – full HD Fully featured – Entry-level – Fully featured –
BACK TO CONTENTS PAGE rack/stand mounting with HDMI input rack/stand mounting
4 Digital Signage
NEWS TICKER...
Digital SignageNEWS TICKER... NEWS TICKER... NEWS TICKER... NEWS TICKER... NEWS
Next-Gen Kiosk for Qantas Check-In
Qantas says it has been working provide both visual and audible
closely with Qantas Creative recognition of successful check-in.
Director Marc Newson in the All customers travelling with
design of its new Next Generation bags will be able to use the
Check-in experience, which will new Bag Drop service at Next
launch in Perth during July 2010. Generation Check-in airports.
Qantas Executive Manager The Bag Drop injector has been
Customer Experience, Ms Alison designed to ensure the Bag Drop
Webster, said the Next Generation process is simple and quick for
Check-in elements had been all customers and will eliminate
developed with Marc Newson, queuing for those travelling with
who provided creative direction bags.
on each of the components, The new Kiosks with enhanced
including design and aesthetics. functionality will be customised
“Next Generation Check-in in colour and trim by Marc
has been designed to deliver an Newson.
enhanced check-in experience for The Q Bag Tag features
our customers – providing greater Qantas by Marc Newson.” world first enhanced baggage
speed and ease through the airport terminal by The new Qantas Frequent Flyer Card features an technology and Qantas is the first airline in the
eliminating airport queuing,” Ms Webster said. “intelligent Q” smart chip and will act as a permanent world to introduce this technology. The tag was
“With this in mind, careful consideration has been boarding pass, replacing eligible customers’ existing exclusively designed by Marc Newson for Qantas,
given to the functionality, aesthetics, and ease of use Frequent Flyer cards. The card will be used at various and will be introduced later in 2010.
for both our customers and airport employees. points throughout the experience, including at check- Throughout the Perth trial of Next Generation
“The Next Generation Check-in experience will in, at bag drop, and to board the aircraft. Check-in, construction and training will continue
feature product elements developed for Qantas by Customers arriving at the airport who have not yet in Sydney, which will be ready to launch later in
Blue Sky Design Group in conjunction with Marc checked in online or via their mobile device, will be 2010, followed by Melbourne, Brisbane, Adelaide
Newson, including a new Qantas Frequent Flyer able to simply touch their card at an all-new Q Card and Canberra in 2011. The program is scheduled
Card, Q Card Reader and Bag Drop facility. The Q Reader located throughout the check-in hall. The for completion in the second half of 2011.
Bag Tag, a world first, was designed exclusively for simple and clean design of the Q Card Reader will Visit www.qantas.com
A College Degree in Digital Signage
Texas State Technical College (TSTC) West Texas Students will use Scala software to create content students to create, schedule and manage the
has launched what it says is the United States’ and manage playlists, as well as learn how to transmissions of multimedia content to more than
first digital signage technology program as an identify audiences and measure and track digital 50 digital signage displays from any Internet-
associate degree. marketing results. connected computer. Students will also learn how
TSTC’s two-year degree is offered completely Scala Designer will allow students to quickly to develop a single, master playlist that can be
online in a virtual classroom environment and design dynamic content for digital signage in an broken out into individual sections and scheduled
includes courses on digital marketing, design and attention-grabbing environment using ScalaScript. to play in different locations at different times
scheduling. This is the first time a college is pairing Students enjoy creative control over their content using Scala.
a graphic design degree with marketing strategy and can make real-time edits. Combined with Scala Visit www.scala.com and
and applying it to the digital signage medium. Content Manager and Player, this will allow TSTC www.system.tstc.edu
Barco Acquires D-Signage Specialist
Barco, the developer of LED display solutions, has solutions to the high and mid-range markets via reputation in the digital signage and professional
signed an agreement to acquire Belgium-based partnerships with leading distributors and resellers. mobile solutions markets. Its products and solutions are
digital signage solutions company dZine. Through By joining forces, both our companies will be able to widely acclaimed and have been installed in more
this acquisition, Barco significantly broadens its open up new sales opportunities, which will strengthen than 55 countries around the globe. As proof of its
current offering of digital visualization products with our position in the digital signage market for years to capabilities, the company recently won the ‘Best Digital
the addition of advanced software tools for content come,” stated Paul Matthijs, Vice President of Barco’s Signage’ Award from a global trade association for
creation and management. Video and Lighting Solutions Division. marketing at retail, POPAI, for a multi-display digital
The total acquisition cost for Barco at the time of the “Bringing Barco’s exceptional hardware know- escalator project. As of today, dZine’s core team,
transaction is less than 1 time annual sales of dZine how and dZine’s extensive content creation and based in Kortrijk, Belgium, will function as Barco’s
excluding an earn-out provision over the next two and management software expertise together under one center of competence for digital signage technology.
a half years. Barco says its acquisition of dZine fits roof will offer customers the benefits of a ‘one stop’ Luc Deconinck, General Manager of dZine, stated
within the company’s broader strategy to position itself solution for their entire digital signage project needs, “We are excited to join the big Barco family. Teaming
as a total value-added solutions provider in the digital be it indoor or outdoor,” comments Filip Pintelon, Senior up with a globally recognized brand such as Barco
signage market. Vice President Barco and President Business Group will permit us to increase our reach and to extend our
“Barco and dZine have a common philosophy of Media, Entertainment and Simulation. existing sales, marketing, and service capabilities.”
bringing innovative, customer-centric digital signage Founded in 1992, dZine has gained a solid Visit www.dzine.be and www.barco.com
BACK TO CONTENTS PAGE BACK TO CONTENTS PAGE
6 Digital Signage
NEWS TICKER...
Digital SignageNEWS TICKER... NEWS TICKER... NEWS TICKER... NEWS TICKER... NEWS
D-Signage with Interactive Edge
Malaysia-based digital signage provider and network including the Web, databases and the audience
manager, Be Digital has launched TehTarik.TV Channel themselves. TehTarik.TV plays diversified rich-media
(TTTV) in more than 12 chains of popular Mamak content that ranges from daily news, advertisements,
restaurants in over 40 locations across the Klang Valley community messages and informative trivia, entertaining
area of Malaysia. video clips, forums and blog submissions to real-time
“We wanted a different digital signage network – short message services. The content is updated with live
one that’s engaging, useful and fun to watch,” said Mr. daily RSS newsfeeds from The Star, Malaysia’s leading
Ahmed Balfaqih, Technology Director of Be Digital. English-language publication.
“We did not want it to be like other digital signage TehTarik.TV also acts as a digital menu board for
networks where the traffic or content comes only from some mamak restaurants. The flexibility of the system
one direction, that is, from the owners to the audience. enables restaurant owners to adjust pricing or food
SDI to Analog Analog to SDI SDI to Audio Audio to SDI
We wanted TehTarik.TV’s audience to participate and discuss specific subjects. The dynamic integration also offers immediately, driving better sales by adapting the
engage in the content creation”. allows audiences to participate through short message menu content to suit different customer demographics at $615 $615 $615 $615
The network is designed with two unique features. services (SMS) in various contests or through advertising different times of the day.
The first feature highlights a fusion of Web, mobile and of products and services. Tehtarik.TV integrates with a Be Digital says it chose Scala as the tool for TehTarik.
digital signage tools into one platform, which allows Web portal, www.tehtarik.tv, which enables viewers to TV because it was a highly content-driven network, and
a free flow of content among them. This combined check content shown in the screens or to follow up on Scala’s technology provided the ideal solution with
platform enables designers from Be Digital to create their SMS interaction online. extensive built-in scripting capabilities and support for
content using Scala and other software, as well as The second unique feature highlights the content other scripting languages that allowed the programmers
create a base for bloggers and forum members to aggregation and creation that comes from all sources, to customize it for specific use. Visit www.tehtarik.tv
Val Morgan Launches Superscreens SDI to HDMI HDMI to SDI Optical Fiber Sync Generator
Late last year saw Val Morgan Retail Media launch format outdoor advertising experience indoors,” Val the digital superscreens. The first superscreen $615 $615 $615 $369
digital “Superscreens” in shopping centres across Morgan Retail Media Managing Director Anthony will be installed at Sydney’s Centro Bankstown,
Australia using newly-developed technology to Deeble said. The superscreens are installed in strategic followed closely by The Glen in Melbourne.
create four metre displays. locations in shopping centres to capture dwell time Val Morgan Retail Media reaches a fortnightly
Telstra has signed on as one of five foundation opportunities and maximize thoroughfare shopper audience of 20 million shoppers nationally. The
advertisers who will use the superscreens to
dominate the retail space.
traffic in high transit positions. Along with Telstra,
American Express, 20th Century Fox, Webjet and
company has been at the forefront of digital
technology within the shopping centre media
The most advanced 3 Gb/s converters for SD and HD
“The superscreens use new full HD commercial
grade LCDs with ultra-thin bezels to create four
Goodman Fielder brand Veri Deli have all signed
agreements to be the foundation advertisers.
segment, and was the first to introduce a digital
signage network and other innovations including
that include AES/EBU and analog audio!
metre displays. The introduction of the superscreen Val Morgan is working with a number of shopping digital panels with directional sound.
innovation means that we’re bringing the large centre companies including Centro and AMP to install Visit www.valmorganretailmedia.com.au
Build your studio with the world’s most advanced converters. Only 3 Gb/s SDI Technology
Mini Converters include auto SD/HD switching, redundant input, AES/ Mini Converters include the latest 3 Gb/s SDI
D-Signs Make Splash with School Water Coolers EBU and analog audio on 1/4 inch jack connections, plus advanced technology, so you’re always future proofed! 3 Gb/s
An initiative between local water companies and opportunity to explore new applications. 3 Gb/s SDI! There are 8 great models to choose from depending on SDI is also fully compatible with all your existing
health organizations in the Netherlands has led to “We knew that TENQ would continue the conversion you need! standard definition and high definition SDI equipment.
the installation of multimedia-enabled water coolers expanding over time, and we needed software that
across hundreds of schools. Through a program would grow with the program. Scala also gave us Auto Switching SD and HD Broadcast Quality
called TENQ (“tank”), water coolers featuring built- the flexibility we needed to make content specific to Mini Converters instantly switch between all SD Mini Converters are built to the highest quality standards with low SDI
in display screens are available to secondary and each school,” Trossèl said. and HD formats, including NTSC, PAL, 1080i/59.94, jitter, so you get the longest SDI cable lengths combined with ultra
vocational schools across the country. TENQ is now expanding to elementary schools 1080i/50, 1080PsF/23.98, 1080PsF/24, 720p/59.94, low noise broadcast quality analog video and audio. Mini Converters
Powered by Scala software, TENQ’s 365 water with a special version called TENQY for children 720p/50. Updates can be loaded via USB. are the world's first converters to include 3 Gb/s SDI on all models!
coolers currently play educational programming, ages 4 to 12. TENQY features a built-in flatscreen
Redundant SDI Input Eight Exciting Models
controlled advertising and user-generated content and programming that is tailored for a younger
on built-in 19-inch LCD screens. Students can audience. Most Mini Converters feature a redundant input and loop through Mini Converters include more new technologies than other
upload personal videos and pictures via www. Director of TENQ. “We realized that if students could TENQ water coolers are available upon request SDI output. Connect a redundant SDI cable to the second input, and if converters, while every model is an affordable $615. The Sync
tenq.tv or their “my tenq” account. This content can contribute content, they would be more likely to view by any school, and a local water company installs the main SDI input is lost, Mini Converters will automatically switch over Generator model is only $369!
be viewed by other students on the Web site, and the screens and pay attention longer.” and maintains the coolers. Funding for the water in an instant. That’s great for mission critical tasks such as live events.
Mini Converters
some of the content plays on the TENQ screens Working with Scala, TENQ can provide each can come directly from the schools, or students can Pro Analog and AES/EBU Audio
at their own school. When students use a TENQ school access to the network. School administrators can purchase their own servings of water. A percentage
Standard 1/4 inch jacks are built in to most Mini Converters for
$615
cooler, they can select to view content uploaded log in to their own Web portal and input information of proceeds of water sales from TENQ are donated Sync Generator
professional balanced audio that switches between AES/EBU or
by someone at their school.
“When we envisioned the concept of TENQ,
that is visible on the screen through a ticker bar. Through
this site, they can also power the screens on or off, as
to Aqua for All, a Dutch non-profit organization
committed to provided clean drinking water to
analog. Unlike other converters you don’t need expensive custom $369
audio cables.
we saw an opportunity to build a community for well as control the audio content. developing countries in need.
participating schools,” said Fine Trossèl, Managing Scala’s flexibility and scalability has given TENQ the Visit www.tenq.tv and www.scala.com.
Learn more today at www.blackmagic-design.com.au
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8 Digital Signage
Case Study Case Study
D-Signage in the House
Installing technology around Australia’s
most iconic building without disturbing its aesthetic
character is no light undertaking. So, when it came
to modernising signage around the Sydney Opera
House, the administering Trust turned to Sony and
a solution that would blend in with the existing
environment.
CASE
According to Les Boros, Product Marketing
Manager Display Technologies with Sony Australia,
STUDY
the Opera House management wanted to replace
static posters, menu and information signs with
dynamic displays, as well as provide monitors for
views of theatre performances during ‘lock-out’
periods.
In terms of the posters, Boros says “the idea was
that they would replace a number of their static posters
with the more dynamic signage. Given that it allows
them to be a lot more dynamic with their messaging,
they can change things, they can customise it, they
can tailor it to tours
Adjacent to the entries at the Opera House, there
is a dynamic sign located, near the main entrance,
another near escalators up from the Opera Bar and
a series in a passageway off the Opera Bar leading
to public lifts.
“The idea of this particular product is that it’s a
ruggedized product, so it’s a bit unique to us,” says
Boros. “It’s designed so that there are no ventilation In the Western foyer of the Opera House, no less to schedule content and have it come on whenever native resolution of 1920 by 1080, for one screen.
holes, it’s completely internally cooled. The advantage than 14 screens are used for the ticketing, cafe and you need it, and switch off is also very important.” So, if you’ve got a wall of it, it’s pretty amazing.”
of that is that it can be used in environments that bar areas. The Ziris system also has the ability to address Visit www.sony.com.au
are exposed to dust or moisture, without obviously “It’s basically information display as well as screens on an individual basis.
ingesting any of that and doing any damage to the advertising events that are happening and public “Ziris is essentially a product that was developed
electricals. The other advantage it’s got toughened direction as well,” says Les Boros. “So, it’s something by Sony in Europe,” says Les Boros. “As of last year,
glass. It’s been installed in an Opera House casing that this establishment hasn’t done electronically in the Sony Corporation sanctioned the product for use,
and that’s for the aesthetic, that’s so that it stays in with past, and they’re finding that it hasn’t done anything globally, for marketing globally. Ziris Professional 5
the aesthetic look of the static posters here. to ruin the aesthetic of the establishment. is being used at the Opera House. That essentially
“The panel itself has a ruggedized aluminium “Obviously, it’s quite an old building and a historic allows you to utilise up to 10 layers of content on
frame, so it’s designed to take a fair amount of building but integrating technology into it has its the screen, including sophisticated distribution and
punishment. It’s a fairly rigid rugged type panel, own challenges and we’ve been able to do that management and scheduling of all of that content,
designed for environments where you wouldn’t successfully and also utilise the benefits of up-to-date so it’s powerful.
ordinarily put a display device. technology that can help streamline their business “It is essentially a digital signage product, but
“The other thing with this product, having the and make sure that the customers that come through being a software based product, has its advantages,
internal cooling, is the advantage it has when you put here get better value for experience - and possibly because then you can integrate it with existing
it in portrait mode. Generally with most panels, the even sell some shows as well.” hardware infrastructure. So if your environment has
ventilation system goes from the bottom to top when Content for the Opera House D-Signage network is existing hardware infrastructure, this product will suit
they’re in landscape mode. If you’ve got a normal controlled via an IP-link to Sony’s Ziris software-based you quite nicely. And, it’s scalable, so you know you
panel facing in portrait mode, the airflow is going to content management system running on a server at can have quite a number of different sites utilising the
be fairly restricted. If it’s subjected to high humidity or nearby Customs House (across from the south side of product.”
any instance where there might be a build up of heat, Circular Quay). A cut-down version, Ziris Lite, is also available.
then you know you’ll find that the fans will be working Content management is template-based and any “The other part of the Ziris family is Ziris Canvas”
overtime and it may even shut down. element can be changed instantly. says Boros. “Ziris Canvas is essentially a video wall
“That’s not the case with this product, because it “If you’ve got a mistake on the screen,” says system, so again it’s a software based product, so it’s
doesn’t have any external ventilation whatsoever, so Boros, “that can be changed. If they know what’s based on the Ziris Professional system but it utilises
it’s completely internally cooled and it uses heat sinks happening in advance, it can be set up, even for a the PlayStation 3 hardware to deliver the content to
to draw heat out of the back of the panel, to keep that weekend, scheduled, and then it just happens. The screens and the advantage there is, you’ve got the
optimum temperature. So whether you put it in this system knows when to start, when to stop and then if powerful cell processor in the PS3 and also the high
mode or whether you put it in that mode, it’s going to you want to get in and change anything, you can do resolution graphics, so you’re talking one PlayStation
operate the same life expectancy.” that, adds to the dynamic nature of it, but the ability 3 console attached to a screen, you’re looking at a
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10 Case Study Case Study 11
Vendor Bender Digital Signage Vendor Bender
Cool Signage
cost of deploying hard infrastructure and you’re keeping track of stock numbers?
going to want to take advantage of wireless, so LG: “Very much so. Too many times the marketing
we deal really well with heterogenous networks folks who are excited about signage treat IT in
because again that’s going to be critical. an adversarial capacity because the IT guys have
“We’ve satellite in the United States where very high expectations about what a technology
they do satellite deployment but, of course, in a system should look like and traditionally most
downtown area you might have building shadows vendors of digital signage, their systems are not
where you can’t see the bird and then you have up to par with IT standards.
to deploy a DSL or something else in its stead “Something we’ve focused on is making sure
to get the connectivity there and you have to be that is possible, to give them the tools that they
able to handle again multiple transport types on a feel are up to enterprise standards and, in fact,
single network so this is something that we’ve really with a system like Coolsign, and there are others
focused on to make sure that we can do. in the marketplace as well, it’s actually quite
straightforward to create interfaces with things
C+T: As well as fixed displays, is there a role for like e-pos and to very simply create relationships
mobile, solar or other powered devices? where a product on the screen is shown or not
Lou Giacalone, Founder and
LG: “I definitely think so. That’s still kind of in shown based on its stock level at that particular President of Coolsign.
its infancy but we’ve seen battery-powered store.
A spin-off of US D-signage network deployments where they just recharge them at “The thing that you hear about as well is that if
provider Adspace, Coolsign has focused on night. I think fuel cell technology is really going the outside temperature at a location is in excess
creating an ecosystem of partners to solve the to be the way to go ‘cause when you think about of 20 degrees you show t-shirts and if it’s below
technological challenges of digital signage. something like a signage kiosk you’ve got a sign 20 degrees then you show sweaters and that stuff
Using Coolsign technology, Adspace has
created the largest out of home media network
which you’re putting at eye level and then you’ve is do-able today with the existing technology, with It’s not the tip
got a footprint below it which is basically just really relatively straightforward integration and
in shopping malls in the world with in excess of structural. Well, imagine if you would some type this is again why we think it’s incredibly important of the iceberg, it’s the tip
120 US shopping malls running 1400 screens.
But Coolsign has taken its ecosystem idea further
of safe fuel reserve that’s actually powering that to do more outreach and evangelism into the IT
community ‘cause again we do see this being a
of the tip of the iceberg.
through a fuel cell technology which is, of course,
with deployments in Denmark, the Pentagon, Nike a very green power mechanism. That could part of the IT ecosystem.” Most people think about
Worldwide and numerous others.
For Lou Giacalone, Founder and President of
probably power that sign for numerous days, then
you replace a fuel cartridge or fuel it up with some C+T: So, what role does mobile digital signage
signs as being big things
looked at scheduling, communication so we’re addressed for dynamic content that is composite,
Coolsign, the company’s mission is to make sure pushing towards having something this year but for the base content formats we’re making a recharge mechanism and then off it goes. have and how’s that different to broadcasting? that are in big places, but
all the D-signage pieces come together with the “I see that being really a powerful LG: “I’m not sure there’s necessarily any
best practices to make it successful.
where playback devices could speak a common
language so that they would potentially be able
clear recommendation to either use mpeg 2 or
H264 as the base content format and we’ve got transformational thing for the industry but, again, correlation to broadcast but certainly signs will
really what I see as the
to have one vendor’s playback device or more recommended bit rates and sample test files that it’s probably a little bit of ways away ‘cause the be mobile. I mean, again, any kind of transit future is they can go a lot
C+T: You emphasise D-signage is not like TV or the importantly like an embedded hardware playback have been put forth in the community so that we fuel cell guys right now have been really focused vehicle is an excellent choice to deploy signage
web. So, how would you describe it? device that could speak a lingua franca signage can all validate that for the given tests that we’re on home energy and automobile.” ‘cause you generally have a captive audience of different places.
LG: “Really it’s media at a glance so it has the and connect into a Coolsign server or a Scalar able to play those. So, again, that’s the mean line for some period of time and there’s no reason
flexibility and the motion of television and kind of server and be a part of that network without having recommendation for content - MPEG2 being the C+T: In terms of the overall global market where why you wouldn’t want to talk to them and again
the immediacy of the web in the sense that again to recode so there is significant progress being broadcast standard and H264 being the up and do you see the opportunities for growth? traditional media businesses have made a good
you change stuff minute to minute, you can target made at this time. And, we think that’s critical to coming favourite within the broader multimedia LG: “The opportunity is everywhere. It’s not the tip living serving those audiences around the world
different messages to different audiences and it’s a the success of the industry.” community and IPTV. of the iceberg, it’s the tip of the tip of the iceberg. for decades, so there’s no reason that mobile it became less and less local and contextual to
rich media which again people tend to look at it “We feel comfortable that support for those Most people think about signs as being big things wouldn’t be a part of it. the point where it’s almost become irrelevant and
like a TV ‘cause it uses the similar screens to TVs C+T: How much does that standardisation process formats is the core of what we’re doing. So, in the that are in big places, but really what I see as the “Again, the technology is cool in the sense certainly not cost effective or green deploying that.
in a lot of cases but again you just don’t have the draw upon efforts in other industries like TV? workflow for cut and production, as long as your future is they can go a lot of different places. I that leveraging GPS and technologies like that in “Digital can turn that back around to be extremely
focused attention that you get in TV. That’s a very LG: “We’ve looked at some of the broadcast tool suites support IPTV and H264, that you’re able see where there’ll be small signs at every table at combination with the marketing medium, you’re local, extremely contextual because again it’s got
different experience than being out and about and transfer standards. Some of it is applicable, to get those files out, that digital signage will adjust every restaurant and certainly in every hotel room now able to take it to a new level where you’re the time element, can be changed day to day,
you have a purpose, you’re going somewhere, some of it isn’t. We’ve drawn a lot from the Smil those directly and be prepared to deal with them.” in the world instead of those little cardboard things moving through an urban environment and there’s can tell you what’s going on tonight in your local
you’re doing something or you’re waiting for Standard (Synchronized Multimedia Integration sitting there talking about the restaurant or the a new restaurant in this neighbourhood and that venues and with your local merchants and local
something. The digital media is really something Language) which is a multimedia standard that C+T: You’ve emphasised this is a medium that daily special at the restaurant. There’ll be a digital restaurant over there has a dinner special tonight restaurants and again that’s what people want. I
outside of what you’re there for so it really has was more internet-focused. That seemed to have functions on a network. Are there any problems sign and just because it’s small and just because and it’s $14.95 for a steak dinner, or a boutique mean they’re living their lives and if signs can add
to grab your attention and make an impact and a little bit more relevancy in terms of metaphors using wireless as a component of this? it doesn’t do a lot doesn’t mean it’s not a powerful opens here or there’s a play happening in this part value to their lives they’ll pay attention to them and
then be prepared that you’re going to disengage and scheduling that is relevant to digital signage. LG: “This is something that we’ve worked really network device delivering value to the business. of town and that can change as you move through if people are paying attention to them then you’ll
‘cause again you’re never going to have a focused Television is a very long format so it has a very long and hard on which is to make sure that Again, you could see where there could literally be the neighbourhood. So, I think it definitely will be have an opportunity to squeeze some advertising
experience out in public like you do at home.” different feel than the signage stuff which tends to we’re compatible with just about any infrastructure billions of these devices in the world and that’s the transformative in terms of better connecting people in there and take advantage of that audience but,
be shorter and more of a composite media, that because IP is IP. That’s the beauty of it which is future of the industry. and the communities and this is the power where again, it’s no different than television, you’ve got
C+T: Where is the industry in terms of you’re bringing a lot of stuff together. So, we’re you’re insulated from the actual transport layer so “So, today where we see deployments there’s it’s the reverse of broadcast. to find the right balance between content – and,
standardisation? definitely keeping an eye on the other standards we with our product again are compatible with all probably under a million signs deployed in the “In the history of the industry, people tried to again, I would argue that advertising local stuff
LG: “We’ve been helping push standardisation because we understand that it is part of a bigger the wired and wireless transports. world. We’re less than a fraction of a per cent of coin the term narrowcast which I just felt was a could be considered content ‘cause it’s relevant, it’s
with collaboration with the other software folks media community.” “We intrinsically support multicasting, we feel penetration and so the future is all ahead of us and horrifically ugly term but I talk about a local context contextual – and then national brand advertisers
like Scalar and Harris and there’s a community of this is a critical thing because, again, with a it’s all fantastic.” and, in the old days, this is what the newspaper can come along for the ride and enjoy the benefit
interest inside POPAI which is the Point Of Purchase C+T: So when people are creating their network of scale you want to be able to get the was, that it was a local thing that talked about of the gaze on those screens.
Advertising Institute and there is a digital signage deliverables for TV and here’s our web file and so stuff out there efficiently, multicast being the most C+T: What’s the potential for integration with other what was happening in your immediate Coolsign is represented in Australia by Dynamic
technical standards group that we are very active on, where do you see you guys fitting in? efficient thing out there. But, of course, wireless is types of systems, say, in a retail environment? Is it, neighbourhood. But, of course, economies of Visual Systems. Visit dynamicvisualsystems.com.au
in. So far we’ve addressed content, formats, we LG: “There’s obviously a bigger issue to be really important, too. I’ve spoken a lot about the for instance, possible to link into a system that’s scale forced everything to be aggregated and and www.coolsign.com
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12 Vendor Bender Vendor Bender 13
Cover Story Cover Story
informational, promotional content InfoCaster is agnostic to hardware. If someone
based, so they’re not selling third wanted to just run the InfoCaster environment on a
party advertising on the screens at PC that meets the specifications, that’s perfectly fine.
this time. It’s where they would love The heart and the value of the product applications
Marina Bay Sands:
to get to at some point but right now is in the software. And it’s three levels of software.
we’re focusing on just getting them “We have player software that runs on a
up and running, making sure the hardware platform, whether it’s ours or whatever
content looks okay, making sure all hardware platform’s the platform of choice. And
A Sure Bet for Digital Signage
the different zones of the building we have varying degrees of graphics intensity
are set up properly so they have only capability based upon the types of hardware. If you
hotel content in the hotel area, only just wanted to do very simple graphics, you can
meeting room content in the meeting do that very simply with a Lite version, and then we
room area, only casino content in scale up from there, on the player zone.
the casino area, and making sure “Then there is a network manager. A network
By Phil Sandberg that that’s all configured and set up manager is really the heart and the brains of the
properly. operation. It’s going to be overseer, it knows where
“And, the Harris solution allows every single player is, it knows where every screen
them to set up those types of zones is, it knows what pieces of content are going where.
and configurations quite easily, And, it’s what makes sure that everything’s up and
quite flexibly. So, they can start with running. “So, it monitors the health of all the players
a simple deployment and then they in the network, it reboots systems if it needs to, and
can grow. They could start to look pings them to make sure screens are on, it does all
at segmenting screen orientation, the logging and reporting and it’s a very IT-centric
resolution size, path of traffic and network management system.
type of content and only push to “Above that is the marketing and creative
those specific screens. The system’s environment. It’s called the Creation Station and
quite flexible. that’s where you sit down and define how your
content’s going to look for the particular players that
Q: It’s quite a large complex. you’re pushing the content to. So, you define your
What sort of scale are we talking about with the live regions, your still regions, your ad content, your
at what we had technology-wise, and then put out a
network? RSS feeds, and so on. You pull all of your content
pretty rigorous tender.
assets together and you create an Infocast which is
“We were almost at a disadvantage because
DENISE MACDONELL: “They purchased 270 basically a play list.
we had the facility in Macau simply because they
players from us which are dual head players so “That gets pushed down to the network manager
wanted to make sure they were very objective and
those 260 players can drive 540 screens as Phase and network manager knows where it’s supposed to
not just doing what another property had done. So,
One. That Phase One includes
even though we felt we had the best product, we
casino, hotel, restaurant signage,
still had to really push and really work hard to win
and the MICE convention centre.
the business.
“Then they have a secondary
“Now, the reason why at the end of the day they
phase for the museum and the
selected our products were for a number of reasons,
retail shop environment which
one of them being they’re a premier facility that
we’ll be involved in. One of the
really likes the fact that we have broadcast heritage,
product capabilities that they
that we knew how to produce, display, manage
were very excited about and
high quality video content. And, there’s not a lot
wanted to have in the facility was
of digital signage vendors in the market place that
a video wall.
A striking addition to the installation in the ASEAN region. It follows other they have the signage display, that’s very similar, have that unique characteristic like Harris. And, we
“They had a couple of areas of
Singapore skyline, the Marina Bay Sands is set to resort hotel and casino projects in which Harris but the software infrastructure and the hardware use our intellectual property, our technologies from
the building where they wanted
become one of Asia’s leading business, leisure and solutions have been implemented, most notably infrastructure is different in the two facilities.” other graphics and broadcast areas of the business
to have a nice, big focal point,
entertainment destinations. It features convention The Venetian Macau Resort-Hotel and Four Seasons in digital signage. So, it’s a very robust, very stable,
like screens. So, they needed
and exhibition facilities, 2560 hotel rooms and Hotel resort in Macau. JOE KHODEIR: “I think the type of visitor quality product set. So, that appealed to them.
someone who could support
suites, the rooftop Sands SkyPark with outdoor According to Denise MacDonell, Director and engagements is going to be different as well. This “The other thing was the flexibility that InfoCaster,
video wall functionality and we
infinity pool some 200 metres above sea level, a GM of Digital Signage Media and Workflow, and one is far more of a consultative approach to the which is our digital signage platform, gave them
worked with them to build that
shopping mall, restaurants, a casino, Paiza Club for Joe Khodeir, Vice-President of Sales, with Harris business model. There’s likely to be an advertising both from a creative perspective, so they’re a
capability in the product in the
premium players and an outdoor event plaza. It will Broadcast Communications, the Marina Bay Sands system attached to an Infocaster, to allow them to graphics design and marketing organisation, they
way that would meet their needs.
also have a museum and theatre. project encapsulates multiple uses of digital signage effectively monetise the ad stream that’s going to really like the tool set in our creative environment.
Delivering visitor information throughout this technology, providing content workflow models be developed. “And then, their IT guys really liked the flexibility
Q: InfoCaster - how do you
complex mini-city is an extensive digital signage that can be adapted by a variety of other industry “That’s not in the current phase, however, so we that the network management area provided. So
describe it to customers
network provided by Harris Corporation, a sectors. see this as much more of a partnership in the long there’s multiple components to our system and they
who don’t have a technical
company that has been able to leverage its term rather than just an installation.” really like the fact that they were all highly flexible
background?
technology and experience in the areas of traditional Q: How does Marina Bay Sands differ and highly integrate-able, easy to learn, like could
communications, graphics, content management from the Macao project? DENISE MACDONELL: “The Venetian Macau grow.
DENISE MACDONELL:
and television broadcasting. was the closest one that Marina Bay were looking “They started their deployment in a way that
“InfoCaster is a software and
The company’s solution at Marina Bay Sands is DENISE MACDONELL: “Conceptually, in at as they began the process of evaluating vendors. I think is the right way. They’re really walking
a hardware environment.
the largest Harris casino/resort Digital-Out-Of-Home terms of how the facilities are set up and where They came and toured the Venetian Macau, looked before they run. So the screens right now are very
The software environment of
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14 Cover Story Cover Story 15
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go. So, that’s kind of how the system is put of sale or credit card purchases. But, we player of the game, you have the ability to text in “When you think about it, a lot of retailers want partner in this part of the world is going to be
together, at a very simple level. do, we have the support staff, we have the and actually see the player of the game statistics on to make sure the content’s relevant for the audience good for us. We’ve put a lot of effort to make
expertise, we have data centres. So, we the digital signage network. and then eventually get down to how do I talk to a sure that that’s very successful because, especially
Q: And it’s easily updatable or basically offered it as a fully outsourced “We’ve also had a massive poster on a digital smaller group of consumers or even a one to one in Singapore, everyone’s going to be looking at
changeable? service, so the franchisee doesn’t do screen of the sports team, key players of the team. relationship.” the Marina Bay Sands Resort and we want to be
anything. And, you can take a picture of yourself with your attached to that sort of success.”
DENISE MACDONELL: “It’s software “As part of the service, we send installers mobile phone, text it to the screen and then by using Q: How do you then measure the success of that
based, so network manager knows when in to hang screens or replace the screens your key pad, manipulate the image of your face engagement? DENISE MACDONELL: “What’s nice about it is
there’s a software update. Whether it’s a or use the existing screens that are already into a hole on the screen and then you can see it touches upon all of the different types of networks
software update or whether it’s a content in the restaurant, cable anything up that yourself as part of the team. DENISE MACDONELL: “We’ve done some test and different types of content. I think in digital
change, it’s very, very easy to do. We are needs to be cabled and then we manage “You could also be sitting in a restaurant and dial trials with integration with POS systems in being signage networks, retail is a very strong opportunity,
a Store and Forward model, so we do all the content. Their content partners a number and then you’re actually direct dialling able to measure uplift on campaigns, and ROI by the education market is a very strong opportunity, as
support a live stream model. send all the content to us, we create the into an infrastructure where you now can use your the promotional ideas that we’ve done or third party well as hospitality networks.
“For example, in the sports arena, we Infocaster playlist for them, we give them phone as a game controller and play a game. advertising that was displayed. “When you look at the Marina Bay Sands,
have the ability to have live game feeds back for approval, we get them back for “So, different ways, whether it’s pushing “Did it really drive up? I can’t share our trial under it actually has all of it. So you’ve got information
streamed to the set top box or the hardware playout, we push them through the network, information to consumer from a signage network, MDA, however, Wal-Mart’s been very open about networks that we’re supporting, you have hospitality
platform that the player’s running on and be we connect directly into the MacDonald’s whether it’s a coupon or more information about their Smart Network and they have seen up to 18% networks that we’re supporting, they have retail
able to surround the live feed with the right again, and we play it out and give them a something that you’ve indicated interest in, or lift.” shops and then they’ll have ad funded networks
graphics and the right advertising content. report on a regular basis. whether it’s more you engaging with the sign directly as well in the ball game. So it’s like a little mini
“But, if you’re running in a static mode, “For some customers, they want to - there’s multiple ways in which we’ve looked at Q: Are you able to speak about upcoming projects city almost in and of itself. And what’s really neat
it’s a Store and Forward model. So, the have control, like Marina Bay has their integration.” in this part of the world? What types of projects about it is, you can pinpoint how digital signage
Infocasts get created, they get pushed to the own IT organisation, they have their own might be coming up? is used and all of the different ways it’s used. Then
network manager. The network manager infrastructure. That’s great, we can sell them Q: And what about real-time content triggered you would take that into an educational facility and
then pushes them to the player devices software and hardware to support it. In from, say, a camera or other device? JOE KHODEIR: “I think around the retail sector is say ‘this is how it would be done in a university
where they’re stored and then played and other cases they don’t want to manage that probably an area we’re concentrating on. Unlike or college’. But, you can use what’s been done at
the rotational schedule that’s been copied. themselves.” DENISE MACDONELL: “We have a triggering the States, we don’t have the same opportunity at Marina Bay as an example.”
“InfoCaster is really the basis and the mechanism, it’s built into the system. It’s actually one sports arenas in this part of the world. But, retail,
foundation of a digital signage deployment. Q: As well as traditional TV and of the reasons why we were selected for the Orlando banking, there are a number of opportunities at the
When you get to the point of a customer the agency business entirely to be able to create a radio, Harris is also active in Magic sports stadium deployment over and above
the graphics capabilities. You can set business rules
moment and I think the important thing for us is to
get some of the case material we’ve obviously been
DIGITAL SIGNAGE
BASICS
wanting to have an ad funded environment, and platform that’s truly relevant.” mobile broadcasting. Where does that
we see this a lot in retail and in sports facilities in meet digital signage? and parameters to say if this information is received, able to capitalise on in the States and bring it to
particular - anywhere where advertising is a medium then do this. So if there is a screen camera that knew market.
JOE KHODEIR: “The other area is rights According to Denise MacDonell of Harris
or very prevalent. We created a system for the DENISE MACDONELL: “From a mobile that I was standing in front of the screen, it would “Having Marina Bay Sands as effectively a
management as well. We do that for the Broadcast Communications, “Sitting down
campaign management, reporting, traffic schedule handheld standpoint, there’s a couple of things that then trigger the system to
MacDonalds deployment in the Americas. We and understanding why, in the first place,
and billing. we’re doing. We’ve, as part of the Orlando Magic, play the store content that’s
handle all of that including the rights management of you even want to have a digital signage
“We do that very well in the broadcast area, so which is a large sports stadium in the US that we female related.
the content, which is a tremendous value-add for a environment is really important.
we took some of the technical intellectual property are deploying to go live in a couple of months, they “In a sports example, it
retailer or a QSR who has no idea how to manage “Sit down and have that consultative
but more importantly the people that built those wanted to test how do they offer coupons to their was what they call ‘moment
content rights management.” dialogue and understand ‘are you looking to
systems, and we created a similar platform for most valued customers, if you will. of exclusivity’. So, they sell
enhance the consumer experience, are you
digital signage. “They viewed their most valued customers, at the entire arena to a brand
DENISE MACDONELL: “In the MacDonald’s looking to sell more of your own brands, are
“It oversees the network, it allows you to see what least until the new facility goes live, as those that at the end of the game or
case, an example would be they have a content you looking to make money off a network?’
available inventory or sellable items are available, follow them on tour. So, what we did was we the last play of the game or
provider who goes out and creates customer “Each of those are very different and they
it allows campaigns to be created with rates had a Twitter campaign across the digital signage half time, or whatever. You
content for the network, or they negotiate content help to guide not only what you do with the
and CPNs or GRPs or whatever the actual rating networks in their current stadium, and enticed have the ability to have
relationships with Discovery or ABC or whomever. screens but the types of content you put on
mechanism in terms of the payment would be. Then people to pay or go follow us on Twitter and get a all your brands on every
They compile that content together and they hand and where you place them, what size they
it maps that campaign and plots that out across free offer. They would pull up Twitter on their mobile single screen in the entire
it over to Harris. As part of the service we offer are. So we’ve seen a lot of people just put TV
the entire network. It pushes it down to the players, device and ‘follow them’, then click a link and get facility, and that’s all done
to MacDonald’s, we quality control all that content screens where there used to be papers signs
to the InfoCasters, then it gets played and then it’s a coupon, and they then get a free hot dog and by the triggering press of a
to ensure that if Michael Jackson appears in any and there’s really not a lot of thought process
billed and reconciled so that you create an invoice. soda, whatever. button by an operator.
of that content, that MacDonald’s actually has the behind it.
“You go back to your advertiser - here’s how “So, the ability to, from a signage network, create “In the case of the
distribution rights to show Michael Jackson content “Understand the main objective. It could
many gross impressions you had, here’s how many through integration of point of sales systems, SKUs Orlando Magic, it’s 1100
without getting sued by the family. be an informational network that just tells
plays that it had across the network, here are the and coupons to push down to mobile subscribers is screens all around the
“That’s an incredibly important service for them people about an educational facility or
areas of the network it played across - whether they one thing that we’re doing from a mobile standpoint. facility. So, they’re able to
because they don’t want to have content in their in a hospitality area, where to go, how to
pick a particular region in a region of a country, or “The other thing is interactivity. So, if I’m sitting sell that as an advertising
restaurants that they would then get sued over. And find meeting rooms, directing them to places
they pick a ticket or a demographic based upon somewhere in a bus shelter and I’m watching an ad package. We’ve also
then, obviously, there’s the quality control of liquor or around the building. It could be used for your
information that the advertiser knows about the that’s being played and bottom of the ad it says you done triggers where based
cigarette advertising. own in-house commercial material, like the
network. Then you basically invoice and bill. text 631 to take your test drive, it’s a BMW ad, so upon an RSS feed of the
“So that’s something else that we offer as part Marina Bay, they use it to promote upcoming
“So that’s very unique in the market right now in you text in and that gets sent through the signage weather, so if it’s a 25
of our digital solution. We’ve been focusing mostly theatre productions or the restaurants upstairs,
terms of the software platform. We were definitely network to the advertiser or to the manager of the degree Celsius, the content
in North America of this component being a fully or promotions in the hotel. Then there are like
doing something that most of the other smaller network and they compile the information and you’ll that plays is related to heat,
managed service. purely ad-funded, third party ad networks.
signage vendors aren’t doing in that area. There’s get phoned back with a call to book a test drive. so sunscreen or water or
“The model with MacDonald’s that we went into Some have a combination of all three, some
a lot of dialogue about advertising platforms but “There’s also two-way interactivity that we have whatever versus some
them was you don’t have the IT expertise or the staff tend to navigate towards one particular
we’re really the only company that knows intimately where you could text a screen to vote. So, if you’re sweaters. That’s all done
to manage a network that’s connecting 5000 sites model.”
enough about traffic scheduling, billing and then watching a football match and you want to vote for by trigger in the business
across the US in a way that’s not related to point
rules in our system.
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