Throughout the sales process, I receive question after question regarding software and hardware capabilities and solutions. And, as one might guess, the expertise and knowledge behind the questions I'm asked vary greatly based on the experience. Out of pure curiosity, I started to jot down the questions I was being asked. All in all, I gleaned approximately 50 questions. This list is not meant to be a catchall, but it may be helpful when you approach your digital signage vendor regarding your next project. Here they are in no particular order.

I've been a sales and marketing guy for the past seven years in the satellite and connectivity industry. In addition, I spent some time with a small group of search engine specialists, including Ancestry.com's Paul Allen, learning fundamental and critical optimization skills for online marketing. Admittedly, digital signage is a much more recent obsession, occupying my time for the past two years. In those two years, I have noticed the fragmentation and lack of cohesiveness generally had betwixt growing enterprises. These types of reactions are natural occurrences. And, in reality, they will almost always be a part of the veritable "Art of War" so to speak. However, I am what Malcom Gladwell refers to as a "maven." Mavens are those who like to get the word out by connecting us with new information. This is exactly what we are looking to accomplish by launching our site. The initial launch of digitalsignage.com includes several unique features we hope will bring our growing community together. 

1. A place to share: login and post links and summaries of your own stories, deployments, company news, blog posts, whitepapers, and articles. 
2. A place to discuss: comment on other posted stories and accounts from other users. Moderate and give feedback for other commenters.  
3. A place to learn: of course companies have competing products, but certainly we can all learn from one another and connect with one another in a way that allows for more industry-wide growth. 

A post a couple of years back initially piqued my interest because of its relevancy in the out-of-home space. It highlights Google for what they are best at: advertising. There were some initial patent filings and underground buzz about the project which seems to have died a bit. But, Google is at it again. Last week's post at the Google Blog showed some certainty that Google is entering the digital signage space. In fact, they've created a very powerful system integrating touchscreen sign technology with smart phones, and Google Maps. In this case, it's a situation a bit separate from a retail "kiosk," but the technology is still the same: using placed-based digital signage for sales conversion and advertising.  

The photo above is a screenshot from Google's original patent filing for a kiosk type system. Interestingly applying an affiliate-type pay-per-click model with an interactive digital signage system could prove a viable model in the retail space. It would aid at bringing the web into spaces where traditional shopping has reigned. Google has not used their power to do any mass deployments yet. However, if their current pilot programs prove successful, there is no telling what could happen here. And, with the integration of technologies, we may even be moving that much closer to a successful way of measuring digital signage metrics. 

Like Lyle Bunn, I believe 2008 was the maturation year for out-of-home.  It truly did "turn the corner." Similarly, 2009 holds as much promise for the budding industry. In his industry publication Jimmy Shaeffler remarked at the hurdles digital signage would have to go through before DOOH reached the summit, "Ten years from the publication date of this book, buys-ins, and real buy-ins, by certain industry sectors, will mean the digital signage industry has truly succeeded." Well, it's finally happened. MediaWeek recently reported the industry's largest "paid buy" by Schering-Plough--$10 mil.

In addition, Bunn also indicated a number of other factors that have contributed to signage's hurdle scaling:

• Industry Growth. 
• Value emergence in supply models. 
• Audience metrics improvements. 
• Increase in industry information. 
• Technology spectrum has broadened. 
• Increased deployments. 
• Investors are swarming. 

"As computers get more advanced, getting into the digital signage business is going to get easier and easier. It is a great way to diversify...We already have a lot of the content, and we are familiar with the basic equipment and the key players --advertisement agencies and advertisers--it just makes a lot of sense to work in digital signage." 

Let's face it, when the economy tanks, so does advertising--most often branding focused advertising. I'm a numbers person anyway, but the reason I love the Internet is because it's measurable. You can predict, focus, and hone your ROI to a scientific level. Of course, other methods such as direct mail can be just as measurable, but you get my drift: the Internet makes for an easy and fast ROI yard stick. Plus, major media pushes are gearing toward newer forms of media. In fact, recent reports have shown how advertising dollars are quickly shifting to new mediums. Television branding on the other hand is often not nearly as "return" focused (unless you're doing QVC or some type of infomercial where they throw in a free comb for "acting now"). Hence the difficulty in selling the "sizzle" of digital ooh to media buyers. Lack of a streamlined measurement process has, until most recently, created industry fragmentation--fragmentation which will need to be eliminated before the major media outlets will consider digital signage as a viable media spend.

Past

The Ghost of signage metrics past may still be haunting us. Until recently (and even still), the world of digital signage metrics was a bit of a wild, wild west environment. Outlaws and bandits claiming specific performance in cases where measurement was not even implemented. I've spent time on the phones (which occupies 90% of my time) speaking with persons either operating or intending to operate networks on both small and large scales. During such conversations I have heard just about as many different descriptions of ROI and CPM as people I've talked to. Cost per impression numbers have ranged from nickels to several dollars in some cases. It all just depends on the network, the advertisers, and venue.

Fragmentation is to be expected. But some networks have not educated themselves enough to know what is industry standard for what they are doing. Networks operating 15 to 80 screens seem so suffer greatest in regards to fragmentation. Some, in a seemingly careless shotgun approach, assume that ad revenues are based on venue traffic and not measurable "impressions."

Contrastingly, there are those anal retentive personalities (and, oh how we love them) who run their network on a tight ship, requiring host venues to keep and report back with monthly affidavits regarding daily, weekly, and monthly traffic averages and actualities. And, in cases where the venue does not meet the required guidelines, the revenue sharing is substantially limited. Although it is anal, it gives great motivation for improvement and that's why we love 'em.

Present

Enter the Sheriff. October of 2008, marked the beginning of metrics standardization for digital signage with the release of the Out-of-Home Video Advertising Bureau's Metrics Guidelines. It's a somewhat technical report, but it outlines specifics for calculating digital signage ROI. And, thanks to the piece Dave Haynes so succinctly put together entitled "OVAB Guidelines for Dummies", we can now at least pretend to understand in generalized terms what the report intended us to know. In narrowing down audience measurement, Dave's five guidelines below may be of assistance:

1. Total venue audience
2. Possible viewing audience (those who have a chance to see the screens)
3. Actual audience (those viewing the screens)
4. Average viewing audience dwell time
5. Content loop length

Determining Vehicle Audience

Let's do a simplified example of a signage metrics calculation for a pet store. Let's say the store receives an average of 500 persons/day (total venue audience). Of those 500, only 300 get within viewing distance of an LCD advertising screen (possible viewing audience or "vehicle traffic"). Your metrics device(s) and/or audience surveys indicate that only 100 patrons (20%) actually viewed the screen (these are your actual viewers or "vehicle audience").

Average Unit Gross Impressions: Matching Dwell and Loop Times

Once you've determined vehicle audience, it's time to do an "average unit gross impressions" calculation. This is determined by comparing the loop time with the average vehicle audience dwell time. For instance if your loop time is 5 minutes, but you're average dwell time is only 1 minute, you have an average impression rate of 20% of vehicle audience. Now you can effectively calculate an average unit gross impressions of 20 persons. Of the 500 people who entered the store, 20 is your average unit gross impression calculation. In the rare case that your loop time matches consumer dwell time, your calculation is at 100%, or in our case, 100 average unit gross impressions: not too shabby.

There are, of course, limitations. Without audience measurement devices, much of this data is left to speculation or oompa loompa drone workers, counting bystanders, onlookers, and general traffickers--inefficient and expensive. At least it was the last time I priced out hiring orange-faced dwarfs.

Future

What does the future hold for digital signage audience measurement? I personally feel metrics will be greatly enhanced as dynamic signage continues to be integrated with other technologies. SMS (and perhaps eventually some form of mobile instant messaging), RFID tags, social media, and other interactive devices will only aid in making metrics measurement a more simple task. They will at least take away the ethereal guesswork that, up until recently, has been somewhat universal, at least in the retail environment. Interactivity gives you a way to specifically measure, thereby hone, messages for a particular audience--a priceless tool, I'd say.

Technological integration will eventually go far beyond audience measurement devices and "average" numbers. Digital signage ROI must become as honed as internet searches for it to be even considered part of a new media triad replacing television, print, and radio. It will happen. Time will vindicate metrics efforts and everyone on both sides of the fence will be happy...eventually.

This application, brought to you by G-Speak reminds me of the blog post on gestural digital signage app showcased at CES. In fact, this application is very similar, not to the advertisement scene in Minority Report, but the OS Tom Cruise uses in catching precrimers. It's a very unique system. I find it very hard to believe, however, that such a system would replace current operating systems including keyboard and mouse. The "cool factor" is certainly there, but the practical side of me says, "so what." However, video game apps, digital signage systems, and other niche technologies could benefit greatly from this interactive application. 

I just got done watching President Barack Obama's speach. It was a stirring delivery. This is truly a historic event. Good to see things have been shaken up a bit in Washington. I've always been a bit obsessed about politics and I'm interested to see what happens in the coming days and months ahead as our new President works to lead us into and through the crises we have on our hands. The photographs below were taken on a trip I made to DC last September (business and pleasure). My good buddy Dan Clark was kind enough to send them over to me. The signage photos were taken at the Library of Congress in Washington.

I think it is fitting that this signage states, "All men are created equal."

The term trifecta was originally used in the horse race industry, but it now owns a broader definition. It's a conjunction of "tri" and "perfecta" denoting the first three finishing horses, perfectly predicted in their corresponding places of first, second, and third. In media and marketing this trifecta has traditionally been Television, Print, and Radio--the veritable "Holy Trinity" of advertising and content distribution. No longer. 

Traditional Media is bunk because it's inefficient and does not keep up with today's "instant gratification" binge. As a result, we're seeing major drops in advertising spend through traditional channels, and the current market is only further exacerbating the issue. In fact, some major newspaper companies have recently been reporting that they're closing shop. The Seattle P-I (a competitor to the Seattle Times, my first employer as a paperboy at 12), recently announced that it was closing shop. Radio may still be around, but commercial-free XM and Sirius satellite radio, mp3 players, podcasting and other PDA devices are winning out. We don't need to go into what Tivo and DVRs have done to advertising on cable television. 

The new media trifecta is a composite of Mobile Marketing, Digital Signage, and Internet technologies. Unlike traditional channels, these mediums have much more vague lines of separation. As a result, there will be, over the next 

Internet

The Interweb is the launch pad of the new media triad. But instead of drawing people to a rehearsed program with actors, it allows for the entire world to be the stage, while the actors include anyone. The internet has shrunk the world, created an overkill of content, but has allowed for more transparent communication than ever before. In short, single moments where the world comes together (like Armstrong's step on the moon) are now being replaced by billions of moments shared on a more personal basis between individuals across the globe. 

Mobile 

Some are calling the mobile telephone the "pocket billboard." Oh, but it is so much more than that. We've seen the power mobile has in connecting with the masses via Apple's iPhone apps. And, we've only just begun. As Google continues to reach into this space with Google Android, it won't be long before we have 12 megapixel cameras on our phones, with the ability to print a photo taken directly from a kiosk. Who knows, maybe we'll even have microprojectors installed on our phones so we can play our favorite Wii game on the road. 

Digital Signage

Location-based digital signage is the newest member of the technological trio, but it's growing quickly. It's a truly unique medium targeting our fast-paced world where consumers are nearly always away from home, working and playing -- and of course shopping. It's a dynamic signage medium for the next generation. 

As these mediums continue to evolve, we'll see more integration between the three, truly making a "Holy Trinity" for content distribution and play. Furthermore, integration with touch screen sign applications, SMS, RFID, and social media will give advertisers more bang for their buck, allowing users to be able to control their experience whether online or out-of-home. The content distribution will continue to be even more overwhelming, but more controllable. Networked mediums will hit the masses more intensely and at a faster rate than traditional channels ever dreamed.

What do Sarah Jessica Parker and the Maytag Man have to do with digital signage?

Sex sells. Advertisers always know where to hit. They've studied brain functions, audiences, reactions, and know human behavior. This is why sex is used as a vehicle to sell everything from tires to toilet paper. Frankly, it is often a source of frustration for me. Everyone reacts to sex, it's natural. I seriously consider the advertiser who can brand and sell without appealing to the most basest of instincts is successful indeed. Conversely, he/she that needs to use sex to sell has not talent in my mind and needs to move on.

I was getting my oil changed the other day. I'll not mention where, but the sign being displayed in the waiting room rolled ad advertisement for some tires, complete with a bikini clad maiden. Since when did hot chicks in bikinis have anything to do with Goodyear or Michelin.

Consider for a moment the Maytag Man. Who can forget the portly dude, dressed in blue, waiting sheepishly for an appliance to break down? The Maytag Man is a memorable and effective branding technique. Opposingly, sex does not necessarily have the same affect, especially when everyone is using it. I cannot, for the life of me, distinguish between any of the brands I've seen that use sex as their horse to drive their message to the bank. It's just plain tough to dinstinguish between them.

So, having said that, how do you make the ads on your network effective without stooping? The following may help.

Five ways to make signage content effective and eye-catching without using sex:

1. Be Sporatic and Random Due to its dynamic nature, digital signage grabs peoples' attention naturally. Being in the industry makes me aware, but whenever I'm around it, I make sure to pay attention to how people react to the signage. Having said that, it is important to have content that gives people a reason to look. The content does not have to be Jerry Springer style, but it is important to be creative. I can still remember a Super Bowl commercial that had about 70 seconds worth of a dancing monkey with carnival music. The monkey just sat there and danced around. Then at the end the announcer said, "we just wasted $20 million. What are you going to do with your money?" Then the company logo for financial institution flashed on the screen. It was certainly memorable to me. Perhpas weird and random is not neccesary, but it certainly is necessary to be creative and unique. Use your brain. Come up with something out of the box. Make something pop out of a box. Include something with midgets or gnomes. That would certainly draw a crowd.

2. Be Relevant This may seem in conflict with point 1, and rightfully so. Random can still be relevant, although a dancing monkey really has nothing to do with a financial institution. However, being creative while at the same time keeping on topic is vital. Think about our initial example with the Maytag Man. Everyone knows why the Maytag Man was so important. It was because he was supposed to be a bored product maintenance professional who never saw action. The point was taken, Maytag appliances don't break down. Networks must be painstakingly aware of what they are marketing and work to appeal to the demographic they seek to target.

3. Appeal to the Non-Epileptic Okay, maybe that's an obnoxious way to say it, but sometimes the content needs to jump out. Not in an annoying way, but it needs to do so effectively. I spoke with a network operator last week who told me the customers within the store kept turning the sign off because the dwellers were getting annoyed. This is surely an issue. Digital signage machines have now been integrated to appeal to sight, sound, touch, and even smell. Eventually, we may even be licking digital screens. In reality, I sure hope not. But, my point is that everyone has their breaking point when it comes to intrusion. Some have overactive olfactory nerves, while others will break into a grand maul at the site of a flashlight. Whatever the case may be, it is important to observe a "middle-of-the-road" mentality when it comes to content.

I will compare it to a Presidential race. One one hand you have the extreme conservatives and on the other, the extreme liberals. Both parties scramble to the middle of the road when election time comes in order to gain votes from the contending side. This is exactly the same mentality that needs to take place with content for digital signage. Sites, sounds and even smells can draw passers-by.

4. Maintain Audience Focus Where is your network? Is it in clothing store or a elementary school. Certainly the audience is a major determinant of how you may try to conjole persons into becoming captive viewers. Sex on digital signage is something that would be appropriate at a night club or bar, but completely absurd at the local elementary school. Content that is meant to be viewed by general audiences should be rated accordingly. Digital signage is a public display. What people view in private is private. What we give the public in public is for everyone.

In the case of digital signage the audience could be 2 years old or 90. Because audience maturity levels on most digital signage networks will vary greatly, it's extremely important to ensure content is appropriate for all ages involved. I know I wouldn't want my kids watching some sexy ads at the checkout lane of the local grocery store.

5. Get Interactive With the emergence of mobile devices and subsequent integration with digital signage, it is obvious to see that making a digital display interactive can be very necessary to gaining and keeping customers' attention. Recent studies have shown that approximately 40% of digital screens will be integrated with some sort of mobile technology by the year 2012. If making a digital sign more user controlled and user targeted isn't a means of attracting attention, I don't know what is.

A touch screen sign application is another great way to integrate audience participation. And, as many of you know, the more you can get the audience involved the better and more effective your overall impressions will be.

Some Final Thoughts

I have read of (and only read of) several networks who've had security breaches where inappropriate content has been displayed. Much to the network operator's chagrin they are legally liable for the crass content of such a hack. Security is also an issue when dealing with giving content to the general public. Ensure encryption, passwords, and general network security is in place prior to deployment to ensure complete control over what happens within the confines of your network.

Finally, digital signage content can be interactive, engaging and fun without appealing to the beast and offending the young. With that in mind, let's do all we can to ensure we're keeping it clean for all ages.

RFID tag integration for digital signage targeting and information display

If we were to throw privacy out the window and just talk about the "far-out" technological possibilities of RFID and digital signage, we may well see how both technologies will one day be used symbiotically. As signage morphs into a more dynamic content medium, we'll certainly see more integration with other devices like mobile phones. In fact, RFID chips installed in mobile phones may one day empower digital sign networks to become as targeted as Internet searches, giving us a veritable digital "cookie" for dooh. RFID integration with digital signage is not a new idea, but it does warrant discussion as one of those "techie" ideas that I love to speculate about. The "wow" factor usually doesn't bring revenue immediately, but eventually $$$ can be gleaned the technologies that were once considered "out there."

In addition to the "out there" aspects RFID integration with of digital signs, it will be important to note that RFID integration with digital screen advertising can also be used for product information display. RFID tags embedded in specific merchandise within a venue can trigger specific content to be displayed on the screen, when the items are brought into proximity of the RFID tag reader. This type of RFID technology can be useful in hundreds of applications.

What is RFID and how does it work?

RFID stands for Radio Frequency Identification. An RFID device is usually known as a "tag" or "transponder." RFID technology requires both an RFID tag and reader. The RFID tag can be incorporated into anything: a product, an animal, a person, or a cellular phone. The device is picked up by a reader using radio waves. The signal allows for identifying whatever information is held in the tag. Once the information is read it can then be interpreted for a specific purpose. The tags are very effective and can be read from fairly far distances.

RFID tags contain two parts. One is an integrated circuit for storing and processing information, modulating and demodulating radio frequency signals. The second is an antenna for receiving and transmitting the radio signal.

Uses of RFID Technology

RFID technology is currently used a great deal in supply chain management to track company inventory. Wal-Mart is a great example of this. With such tight controls on their merchandising systems, Wal-Mart can easily track inventory with the use of simple and cost-conscious RFID tags. The uses go far beyond retail asset management. In fact, I have a couple of friends who live in the Washington DC area who have RFID tags embedded into their vehicles which allow them to autopay for their highway tolls. The uses of these devices are virtually endless. Recently, RFID tags have been implemented into cellular phones by a company called SHIFD. Shifd is a story for another day.

We've determined the uses for RFID technology are vast. Similarly, the technology itself is almost as vast as its uses. For instance, there are several different types of RFID tags that can be used, with ranging functionality based on the specific tag. With such vast uses, it is foolish to conceive the digital out-of-home segment not benefiting from RFID.

RFID with Digital Signage

The possibilities of RFID are seemingly limitless. Integrating RFID with a digital signage display can pose very beneficial in the advertising world. Many companies have already implemented this technology for the purpose of pushing their desired products. It can be very useful for targeted advertising for specific merchandise with embedded tags. An example of this would be DVDs in a store with tagged with RFID. When a consumer lifts the video from the shelf nears the "reader" on the LCD or digital display, the screen begins playing the trailer of the film, while information on the film is rotating through a sidebar or ticker. This type of targeted advertising would benefit just about any retail venue where differing products were being pushed.

Using RFID in Cellular Phones for Targeted Digital Signage Advertising

When a cellular phone is activated how difficult would it be to register the RFID tag inside the device? Not very. In fact, it's a simple scenario: embed an RFID tag as standard in mobile devices and embed an RFID reader as standard in digital signage media players. Well, I suppose it's not that simple. In theory it's simple, in practice it is, in fact, extremely complex. Of course, getting the information on the RFID tag may take some coaxing. Some purchasing a new A new PDA or cell phone would simply need to answer a few demographics questions when the phone is first purchased by that individual:

In what year were you born?

Are you male or female?

In what city do you currently reside?

What is your favorite color?

...Plus any other question that could be used in demographically targeting an individual for advertising purposes.

After determining the appropriate answers to these questions, the RFID tag registers the specific demographics of the individual. Then, when a specific tag transmits to an RFID reader, the digital display reads and interprets the tag of the individual in closest proximity to the screen and places content on the screen matching their specific demographics. When that individual approaches a digital signage display with an RFID reader, the RFID tag sends a signal to the screen which interprets the data and displays content according to the demographics on the individuals' RFID tag embedded in the mobile device.

So, in theory, the ad management system on such a digital signage network would be highly targeted and complex, allowing advertisers to enter a portal and specifically target on a local/national basis by age, gender, race, and personal preferences according to the tags that come in proximity to the screen.

I know, I know, it does sound a bit like "1984," or the notorious Tom Cruise flick "Minority Report," but let's face it, we live in a world of decreasing privacy. My grandparents will be eternally in fear because of movies like "The Net," which showed the Internet as an identity thieving tool. In the same vein, it always seems the younger crowds are a bit less reticent to have their privacy invaded and their personal information dispersed to the world.  And, with the sign network gleaning only generalized demographic information without specifically knowing who the person is and what their phone number and address is, we may not be quite as "1984" as we originally thought.

In fact, the RFID tag integration may well go far beyond digital signage, into combined use with electronic jukebox systems, smells/perfumes, and social media sites like Facebook and MySpace. Because one day many digital ooh providers will need greater metrics to compete, RFID could one day bridge the metrics gap.

Technical Issues

Many questions creep into the practically minded when thinking about this subject. Like: what about multiple persons in close proximity to the signage displays? When more than one RFID chip is present, which tag takes priority over this other? These questions would be very important in determining what content was specifically displayed on the screen. What about storage space? If you're talking about storing advertisements on a media player for every type of demographic, how do you manage such a database of advertising information, especially if it's all high-def? Isn't that going to be a bandwidth hog? Simply put, the answer is yes. Perhaps the most alarming question on every practical person's mind has to do with consumer privacy. What about privacy? What if people don't want to register their demographic information into a database? What will the standards for adopting RFID into mobile phones be? Who will help implement such standards? How will the technology be regulated? In some ways it seems a summit that would be almost too daunting. But, where there is a will, there's usually a way. And although there are technical ways to go around some of these issues, the concerns and technical hurdles loom quite large.

Privacy Issues

I suppose it is unfair to have a post outlining how RFID will inundate the privacy of individuals, without discussing the possible issues associated therewith. Some of the crazy ideas outlined in this post may never be implemented. Not necessarily because technology is too slow to adapt, but because people are too slow. In fact, I'm not too keen on the idea of giving out more and more of my information, only to have it used willy nilly by some out-of-home advertiser.

So, the verdict is still out. In reality, the case has not yet even been to trial. Recently we've seen uprising over outdoor electronic billboards in several regions of the country. You think outdoor digital billboards are obnoxious, try a screen that calls you by name as you walk by and solicits your attention for your favorite wares. Annoying? Possibly. Powerfully awesome? Most definitely.

RFID technology is to targeted out-of-home as Google is to online search.

A digital signage system integrated with RFID on mobile devices may still be "out there," but those willing to continually push the technology envelope may benefit greatly from such a stellar techno-combo. Such a technology would also create a signage network that acts more like a measurable online "cookie," giving advertisers the ability to specifically track their digital signage ROI. Much like Google has done for the internet, RFID may one day allow for specific, localized, and targeted advertisements which can be tracked. And we haven't even begun to discuss how this will work when cell phones become our credit cards...that's a discussion for another day.

Related Posts:

I've seen countless posts across the web with the phase, "what is digital signage?" They still pop up once in a while, not as regularly as they did two years ago, but they still appear. Still, as a content distribution medium, digital signage has not yet reached the general populous as a "household name." We're getting there, but progress is slow. It may still take years before phrases like DOOH, digital signage, narrowcasting, and the like become familiar to the general populous. When you have to explain what "digital signage" is to just about everyone that asks you what you do for a living, what do you say? Do you give some canned definition? Personally, I think it necessary to utilize what Geoffrey Moore refers to as an "elevator pitch." If you cannot explain what you do in the time it takes to go from one floor to another on an elevator, than you're not communicating a high tech idea in a succinct manner. Personally, I've found it helpful to memorize the following:

Digital Signage utilizes the the internet or sneaker net to upload and schedule content for display on digital billboards such as LED, LCD, plasma, and projector screens. The content is used to advertise, inform, and educate people when they are out-of-home. Targeted and impacting content can be distributed to large audiences in a timely way via networks of servers . Televisions connected real-time via the Internet are being placed in multiple venue types across the nation by multiple content providers.The medium of digital signage offers greater flexibility and control than standard signage. Advertisers can specifically target messages like never before. In addition, digital signage has enhanced reach, awareness, acceptance and recall as an content distribution channel. As a medium, digital signage advertising is in a growth stage, and will be for some time as firms continue to deploy massive signage networks. Early adopters stand to make incredible and impressive sales gains as they utilize this effective advertising tool.

So, exactly what is the perfect digital signage elevator pitch?

Even Superman has his kryptonite. And, like the song says, “video killed the radio star.” All types of media have chinks in their proverbial armour. The question we need to ask is, what is the weakness in the “killer apps” of today? 

The key to understanding a sudden decrease in media effectiveness can sometimes be attributed to increases in consumer control. When the control is put back in the hands of the entertained audience, media effectiveness tanks. Think of the devices that have made null the efforts of advertisers in various shapes and forms:

Radio

With the introduction of MP3 players and PDAs radio advertising has been placed squarely back with you and me. Even commercial-free satellite radio takes out the contact between potential advertisees and the advertiser. When was the last time I listened to “traditional” radio? I don’t remember.

Cable Television

Digital Video Recording devices changed the way we watch television forever. I despise watching advertisement on TV now, unless I’m concurrently watching the SuperBowl. TIVO, although, circumvented with various advertising now, has changed the face of broadcast TV.

SMS

Short Message Service is a single segment of mobile marketing that utilizes text messaging. With the exorbitant cost per message of SMS and the emergence of open source mobile apps like those used by Google Android and Apple iPhone, it’s only a matter of time before SMS slowly disappears. In my mind, SMS will be replaced by some sort of open source mobile instant messaging.

An SMS replacement will not completely abolish mobile marketing, but it will, like all other forms of media, necessitate adaptation on the part of companies and developers. The WWW

The internet is perhaps the last frontier for honed advertising contact. The greatest part about online search is the fact that you can get what you want, but targeted ads come at the same time.

Google has done an excellent job of continuous advancement of their software and search algorithms. And, regardless what other “killer apps” the internet giant decides to create, targeted search marketing will remain at the core of their business. Where does digital signage go from here?

Like most other types of media, digital signage is quickly moving toward audience control. My personal opinion is that digital signage displays will more often be touchscreen enabled. In doing so, dynamic displays will move from off the walls and down to the waists, within touching distance. These displays will still be serving advertising, but with control back in the hands of the consumer will they pay attention?

Because the only constant we can count on is change, signage solutions will require continual development. Any "cutting edge" technology requires the creative juices of bright minds to ensure the various forms of media will still have an effect on our stimuli. In addition, we'll need to find the segment that ensures a portion of control remains where the advertisers can ensure there is a revenue stream through the media. That way, ______ won't kill the digital signage star.

The following outlines some of the available touch screen applications that could be currently used in the digital signage and kiosk markets. If you have any questions regarding touch screen sign applications, please contact us. 

Resistive

Several layers make up a resistive touchscreen panel. There are two layers that are the most important. They are made of thin electrically conductive metallic layers separated by a small space. When pressure is placed on one of the layers, as when someone touches the panels, the layers are able to connect. In this way, the layers act like the connecting output of two voltage dividers. When the layers touch, there is a change in the electrical current, which is sent to the controller for processing.

Although, resistive touchscreen solutions are, in general, considered the most price-conscious solution, they are also known to be the least clear. Unlike other solutions, the layers can be damaged by sharp objects. As the most widely used type of touchscreen on the market today, resistive touchscreen panels are not as susceptible to outside elements like water and dust.

Capacitive

Capacitive touchscreen panels conduct a continuous current of electricity across the sensor using a coating of indium tin oxide. As a result, the sensor has a much more controlled field of stored electrons in both the horizontal and vertical axes. The sensor acts as a capacitant. And, since the human body also contains stored electrons it exhibits capacitance. The sensors on the screen work based proximity and therefore do not have to be directly touched to be triggered. Capacitance touchscreens are used in many POS systems, informational kiosks, and control systems. One superb benefit of Capacitive resistance touchscreens is that they have a much higher clarity than resistive technology. One downside to capacitance technology is that it will only work with human touch and does not respond to a inanimate objects. Finally, capacitive resistance touchscreens support multi-touch capabilities.

Projected Capacitance

Projected Capacitance Touch technology is a subset of capacitance technology. It which involves X-Y array relationship where sensing wires embedded within two layers of non-metallic material are interrupted by a third object. In most cases, the third object involved is a human finger. The projected capacitance sensing wires and the user's fingers forms capacitance. The controller system measures the capacitance made by the touch made and then relays the communication onto the the controller system and computer software.Projected capacitance touch technology is used with Interactive Foil. In this instance, a gloved hand can make the touch. Interactive Foil allows for touch applications to be utilized in external "through window" touch applications. These applications don't require an actual "touch."

Optical imaging

Optical imaging uses two or more sensors around the corner edges of the screen coupled with infrared back-lights. The lighting, placed in the field of a camera's view of the other side of the screen, sense a touch when a shadow appears. The camera's triangulate the touch to locate its location. This technology is quite scalable and very affordable, especially when it comes to larger displays.

Surface acoustic wave

Surface acoustic wave technology or SAW utilizes ultrasonic waves that register the positions of the touch. It then sends this information to a controller to process. Because ultrasonic waves are used, surface contaminants like water and dust can interfere with functionality.

Strain gauge

Strain gauge touchscreens utilize a spring-mounted display where four corners are connected to strain gauges. The gauges are used to determine deflection when the screen is contacted by touch. Because the screen is mounted on springs, it also utilizes measurements along the Z-axis. Strain gauge is typically used in outdoor-exposed systems because they have a hearty resistance to the elements.

Dispersive signal technology

DST was introduced by 3M in 2002. Mechanical energy in glass is measured by complex algorithms that interpret dispersive waves traveling through the solid medium. Because the technology is impervious to dust, scratches and other external elements, it is considered a very viable and scalable solution for multitouch on even the largest of displays. Dispersive signal technology also provides excellent optical clarity due to its lack of additional elements needed in the display. The displays can be detect both fingers and styluses. However, one downside is that the glass cannot detect a moving finger or stylus.

Acoustic pulse recognition

Similar to dispersive signal technology, acoustic pulse recognition utilizes two piezoelectric transducers located at positions onthe screen to turn the mechanical energy of a touch vibration into an electrical signal. The transducer signal allows the screen's hardware to determine the location of the touch through a complex algorithm. The screen is made of ordinary glass, providing excellent clarity and durability. Like dispersive signal technology, acoustic pulse recognition does not allow for motioned touch once a touch has been initiated.