Digital SignageDigital Signageg g gg g gContent Content and Ad Delivery in the Public and Ad Delivery in the Public

EnvironmentEnvironment

Jim Schoedler, Jim Schoedler, CBNTCBNT

“US Digital Signage Market to Grow by One Third in 2009” Business Wire

Growth driven by new applications “such as law enforcement and government . . . in addition to the traditional customer base in retailtraditional customer base in retail,education and hospitality.” ABI Research

“Digital Signage Display Revenue to Grow at 20 “Digital Signage Display Revenue to Grow at 20 Percent per year to 2016” Quarterly Worldwide FPD Forecast

“Revenue forecast to be $2.6B by 2010” Carmel Group – March 2008

What is Digital Signage?

i f t b d t d •marriage of computer, broadcast, and consumer technologies

•low cost, high resolution, high impact messages draw in the viewer and increase interaction and retentionretention

•Typically use large format flat screen displays

•Content can be targeted by location, time of day, etc

Display

Internet, WAN or LANe e , o

Content Manager PC and Software

Content Player(Remote or local) Content Player

Basic Digital Signage ArchitectureBasic Digital Signage Architecture

Tree StructureTree Structure

••Network NameNetwork Name••LocationLocation

••Player (channel)Player (channel)••Player (channel)Player (channel)••TemplatesTemplates

••RegionsRegionsRegionsRegions••ContentContent

Unless otherwise scheduled, Unless otherwise scheduled, content will play in sequencecontent will play in sequencef t t b ttf t t b ttfrom top to bottom.from top to bottom.

Power Point PresentationPower Point PresentationFlash MediaFlash MediaFlash MediaFlash MediaImagesImagesVideo (Windows Media, Video (Windows Media, QuicktimeQuicktime))Word DocumentsWord DocumentsWord DocumentsWord DocumentsPDF PDF RSS FeedsRSS FeedsTextTextHTML (HTML (WebpagesWebpages))Live Data (Spreadsheets, databases, XML files,Live Data (Spreadsheets, databases, XML files,Live Data (Spreadsheets, databases, XML files, Live Data (Spreadsheets, databases, XML files, etc)etc)WayfindingWayfindingWeather (usesWeather (uses zipcodezipcode as location)as location)Weather (uses Weather (uses zipcodezipcode as location)as location)Live TVLive TVDate/TimeDate/Time

MapsMaps Content Types Content Types

Interactive Interactive Interactive content Interactive content

SignsSigns((e,ge,g. a button) . a button) interrupts the interrupts the current schedulecurrent schedule

Touching the Touching the button can cause button can cause new content to new content to play or even switch play or even switch to a new template.to a new template.

Player Network ExamplesPlayer Network Examples

CBS CBS OuternetOuternetCBS CBS OuternetOuternet

GannettGannettCaptivate NetworkCaptivate Network

Analog Guest Room TVAnalog Guest Room TV

Follow Follow Murch’sMurch’s Rules Rules for use of colorfor use of color

Avoid narrow lines and Avoid narrow lines and small fontssmall fonts

Use a decent quality Use a decent quality scan converterscan converter

Test content beforeTest content beforeTest content before Test content before deploymentdeployment

Analog Guest Room TV ComponentsAnalog Guest Room TV Components

Cost ~$2000.00

HDTV Guest Room TVHDTV Guest Room TVHDTV Guest Room TVHDTV Guest Room TV

Tuner Supports:Tuner Supports:NTSCNTSCATSCATSC

LG Commercial LCD HDTV

ATSCATSCClear QAMClear QAM

Optional Ethernet I/F Optional Ethernet I/F Optional Ethernet I/F Optional Ethernet I/F for MPEGfor MPEG--4/H.2644/H.264

RSRS--232 Input for 232 Input for ppControlControl

HDTV Guest Room TV HDTV Guest Room TV The ProblemThe ProblemHDTV Guest Room TV HDTV Guest Room TV –– The ProblemThe Problem

Cost Cost ~$25,000~$25,000

HDTV Guest Room TV HDTV Guest Room TV One SolutionOne SolutionHDTV Guest Room TV HDTV Guest Room TV –– One SolutionOne Solution

Contemporary Contemporary ResearchResearchResearchResearch

QQ--MOD HDMOD HDCost ~$2,500Cost ~$2,500

HDTV Guest Room TV SolutionHDTV Guest Room TV SolutionHDTV Guest Room TV SolutionHDTV Guest Room TV Solution

• QAM is the preferred modulation format for several reasons.

• Encoders are now available that convert from HDMI or VGA to QAM at reasonable cost. They are changing the way that content is distributed to displays in non-guest room applications.

• Modular equipment (similar to Blonder Tongue’s NTSC product line) is coming.

• Engineering needed to match RF levels, integrate channels, deal with DRM, etc.

IP Multicast SolutionIP Multicast Solution

IPTV STBsIPTV STBs

Encoders Encoders H 264 or WM9H 264 or WM9

MiddlewareMiddlewareServerServer

Ethernet RouterEthernet RouterMulticast EnabledMulticast Enabled(IGMP, UDP, RTP)(IGMP, UDP, RTP)

H.264 or WM9H.264 or WM9 ServerServer

IPTV Multicast ComponentsIPTV Multicast ComponentsIPTV Multicast ComponentsIPTV Multicast Components

Visionary Solutions Visionary Solutions Amino STBsAmino STBsEncodersEncoders

eVideoneVideon or or InfoValueInfoValueMiddlewareMiddleware

••Channel GuideChannel Guide••STB ManagementSTB Management••VOD Content ManagementVOD Content Management

Is there a difference between Is there a difference between Is there a difference between Is there a difference between Digital Signage and a digital Digital Signage and a digital multiplex or LP TV Channel?multiplex or LP TV Channel?

Thank you.Thank you.yy

This presentation can be downloaded atThis presentation can be downloaded atThis presentation can be downloaded atThis presentation can be downloaded at

httphttp://www.smpte://www.smpte--sbe48.org/presentations/sbe48.org/presentations/

Content Content examples examples provided by Four provided by Four Winds Interactive, Winds Interactive, Inc.Inc.Advice Advice and review provided by and review provided by ShunyShuny SeguiraSeguira..