Digital Signage

Redes digitales integrando una gran variedad de dispositivos y tecnologías con el fin de ofrecer la segementación máxima: 1 a 1. El control remoto y la creación de experiencias únicas combinando en la medida adecuada y bajo una estrategia coherente nos permitirá estar cerca de nuestros usuarios/clientes en una forma oportuna para transmitir el mesaje adecuado.



On-vehicle digital signage is on the move

Categoría: Digital Signage -::- Tags: advertising, customer experience, digital, interactive

Taxis, public transit buses and trains, shuttles and delivery vehicles are in the ultimate out-of-home environment and are poised for the expanding area of vehicle-mounted digital signage and LED messaging.

This frontier for digital signage is opening in high viewership urban areas, where a transportation authority or a network operator, as their agent, can leverage moving assets as well as existing ad sales and management capabilities. It is also driven by the hunger for display revenues, improved technology and advertiser demand.

There are four notable application trends in on-vehicle dynamic signage, including:

  • Taxicabs currently use dynamic digital signage in an advertising model, with at least two companies, Insight Digital Signage and LG-MRI offering integrated signage units. Verifone operates more than 100 units in New York City, selling the 2-minute loop length as 15-second spots. The units operate at 2,000 nits brightness and offer many variations in creative layout. Mark Devereaux, business development, media, at VerifoneMedia, notes that dayparting, week-parting and geo-zoning capability add value for advertisers.
  • Public transit buses and trains operated by municipal transportation authorities, which have long enjoyed advertising revenues from static sign advertising, are looking at shifting to dynamic signage in order to increase revenues from advertising on vehicles, street and station furniture.
  • Special-use and event vehicles with integrated dynamic signage are in limited but growing use. LED outfitted trucks deliver dynamic pedestrian-level messages and a double-decker bus called "The Stage" operated by Carisma in New York City is an example of this emerging application of on-vehicle dynamic signage.
  • The future may include vehicles operated by first responders (i.e. fire, police, ambulance) and security agencies including military, or drone-style delivery vehicles bearing dynamic signage for brand, advertising, public safety and information messaging.

Whether people or packages, the exterior of the vehicle offers a new source of revenue to the vehicle operator.



A call to action is essential in digital signage

Categoría: Digital Signage -::- Tags: analytics, customer experience, digital, interactive

Including a call to action is the most important part of digital signage content design. And it's not just design … it's strategy. If you don't ask your audience to take action, you'll never know if your messages are working.

Let's define "working." From our perspective, a successful digital signage message is one that produces results. Those results have to be obvious and measureable. That means that there has to be some sort of action taken by viewers so you know they've seen, read and understood your message — but also that they've been motivated to take the action you want them to.

You may think that you don't need people to take action, only to read the message. But, think about it … everything you put in a message is to prompt some action.

  • Welcome notice – Invite your viewers to learn more about speakers or visitors with online bios.
  • Event promotion – Send them to a website to get details and purchase tickets.
  • 401K benefits – Refer them to online enrollment with benefits details.
  • Menu board – Give them a discount code on screen that they can use.

Even if you don't need a direct measurement for your message, why not use the opportunity to engage the viewer further?

  • Meeting announcement – Promote your online events calendar so people know where to get updates.



How Small Business Owners Can Benefit from Digital Signage

Categoría: Digital Signage -::- Tags: advertising, analytics, customer experience, digital, interactive

Have you heard about or seen digital signage?

There is a good chance you’ve seen examples of digital signage. Perhaps you’ve even considered adding digital signage to your business.

Digital signage, or digital display, is a digital sign displayed on a monitor in a location-based business. Common places for digital signs include banks, offices, waiting rooms and restaurants. The digital sign is becoming something these small businesses can use to improve the customer experience while also adding revenue.

Digital signage can serve a variety of purposes for small businesses that are location-based. Each business is different and digital signage can be customized to fit specific needs.

The great thing about digital signage, and the reason why many businesses are starting to adopt it, is the versatility it offers. Once the monitors are installed (a relatively easy process) it is easy to change the content on the screen. One day a restaurant could have the specials listed on the monitor in their welcome area and the next day they could have a birthday wish for the guest of honor for a birthday event.

But for many businesses, digital signage has been about adding revenue. Here are five ways companies have used digital signage to add revenue to their location-based business.

Hopefully these inspire you to add digital signage to your marketing mix.

1. Building Trust Through Content

Credit: Dental Digital Signage courtesy of Rise Display

Dentists and Doctors are the perfect candidate for digital signage. The waiting room is a place where patients have nothing but time. While dentists and doctors do their best to get patients in and out quickly there is always a little time spent in the waiting room and it’s a great opportunity for the dentist or doctor to build trust with some helpful content.

Picture a monitor or monitors in the waiting room. Like the monitor featured above, the content on the screen could offer some helpful tips on how to take care of your teeth or body. Some additional content could offer related news articles from the web and maybe even weather updates.

Since digital signage can be connected to the Internet this content is really easy to setup.

Giving patients interesting and helpful content to read and watch as they wait is a great way to build a relationship and to build trust. This is important for dentists and doctors because the long-term loyalty of patients is important not only because those paying patients will return, but because those same patients will often refer the person they trust most when asked by friends to name a trustworthy dentist or doctor.

 2. Using Content to Sell to Visitors

Image Credit: Arnold Palmer Invitational courtesy of Rise Display

Even if a location-based business there is a need for digital salespeople. When you’re unable for whatever reason to sell your services to visitors digital signage can make a great substitute.

The example above is a digital display used in the Arnold Palmer Hospital for Children. The display showscontent that gives visitors to the hospital information about the annual golf event that benefits the hospital. It’s a great event and one of the longest running events on the PGA Tour.

What this content does is give visitors a background about the event and the hospital. From there the person can easily use the QR code or visit the Facebook page to make a donation to do their part.

Selling is a process and when you can’t answer questions you can easily create digital signage to do the selling with content for you at your location.

3. Highlighting Specials and Featured Items

Image Credit: Executive Express Signage courtesy of Rise Display

Perhaps the biggest way to add revenue with digital signage is with specials and featured items. Here is an example of a restaurant menu. Local restaurants that change their menu from time to time appreciate the flexibility a digital display offers because they can easily change menu items, but the other benefit is the ability to market the specials.

As visitors walk into your business you can have your display setup to show them the featured service or the featured special of the day. This brings attention to the item and gets the visitor thinking about the decision they should make. By selling the special you can highlight items that are more profitable or maybe get a visitor to react if an item is offered for a limited time only.

There are a number of different ways to use digital displays to sell special items and the flexibility offered allows you to experiment and find the best specials for your unique business.

4. Sell with Social Proof and Examples

 Image Credit: Wedding Planner Signage courtesy of Rise Display

For a business like a wedding planner it’s important to showcase the work you do. When visitors come to your office to meet with you and discuss what you can provide you can have a digital display showing off your work.

This provides social proof by showing how others have benefiting from your work. The situation is great because you are showcasing your work without really showing off. You’re focusing on the people in the photographs and through that people become sold on you and the work you can provide. In the case of the wedding planner the person looking at the display will want to be like the person in the images.

For your business you can use photos, testimonials and other examples that provide social proof and work to sell you and your business to visitors.



How the Internet of Things is changing the face of digital signage

Categoría: Digital Signage -::- Tags: analytics, digital, interactive, mobile

The Internet of Things – what is it? In a nutshell, it is implementing the latest digital technologies to allow physical objects to "talk" to one another. It’s a transforming area to be in, and the U.K. is aiming to be a major player in shaping the Internet of Things. 

Gartner[1] has estimated that by 2020, 26 billion (yes, billion) devices will be transmitting data between each other via the Internet. All of these devices will be using the latest Web technologies to communicate — and with primary and secondary school children in the U.K. set to learn coding from September 2014, the new era of coders will be well equipped to influence the world we live in, more so than ever before.

With the expected growth of the IoT there will be a plethora of data sources, devices and objects to connect and communicate with. These sources will open the doors to completely synced and integrated retail experiences, health care services, leisure and tourism activities, and much more that many can only begin to imagine.

Digital Signage will play a crucial role in the IoT, and even today we've seen some fantastic uses of digital signage interacting with physical objects and their data sources, for example content being activated by wind pressure changes on the Swedish Subway[3][4] and the communication between mobile apps, Apple iBeacons and digital screens[5] — and this is happening now!

The expectation of communication between devices and objects will rise as more and more products are developed to incorporate multiple devices. Gartner has already highlighted products such as advanced medical devices; factory automation sensors in industrial robotics; sensor motes for increased agricultural yield; automotive sensors and monitoring systems for sectors such as transportation, water distribution and electrical transmission.



Tecnología Christie en el primer mapping en espacios patrimoniales de España en Sant Climent de Taül

Categoría: Digital Signage -::- Tags: digital

La iglesia de Sant Climent de Taüll, ubicada en la provincia de Lérida, es uno de los iconos más representativos del arte románico europeo, declarada patrimonio mundial por la UNESCO en el año 2000. Si bien su edificio no ha sufrido transformaciones significativas desde la época románica, recientemente han finalizado las obras de restauración integral y museización del ábside de la iglesia, realizadas durante ocho meses por un amplio equipo de especialistas de diferentes disciplinas, como arqueólogos, arquitectos, restauradores, conservadores, historiadores y especialistas audiovisuales, diseño gráfico y animación.

Tras una inversión de 400.000 euros por parte de Obra Social La Caixa, tras la restauración se han podido recuperar las pinturas murales originales del templo, situadas detrás de la reproducción que se exponía hasta ahora y, al mismo tiempo, proyectar de forma virtual sobre las paredes del ábside y presbiterio los frescos originales, actualmente conservados en el Museo Nacional de Arte de Cataluña (MNAC), entre los que destaca el Pantocrátor.

Esta recreación, de una gran precisión y fidelidad que se aproxima al realismo pictórico, se ha logrado gracias a seis proyectores de alta definición de las Series E y G de la firma Christie, con los que se ha creado un mapping permanente para proyectar sobre el ábside una animación de diez minutos que reproduce la globalidad del fresco original con todos sus detalles y figuras.

El estudio Burzon Comenge realizó la dirección y la ejecución del proyecto audiovisual, en tanto que la empresa Playmodes ha sido responsable de la dirección técnica de todo el sistema audiovisual, así como de la composición de la banda sonora del mapping. Los proyectores fueron suministrados porCharmex, partner de Christie, a través de la empresa de proyectos e integración audiovisual Base2.

Fases de reproducción y reconstrucción digital

El proceso de reproducción y reconstrucción digital de la pintura se realizó en tres fases. En la primera se restauraron y reconstruyeron las partes expuestas en el MNAC a partir de las nuevas aportaciones de la investigación sobre la pintura. En la segunda, se recrearon las partes conservadas poco definidas a partir de la interpretación de las formas y trazados originales, a fin de completar tanto las figuraciones como los elementos ornamentales seriados. En la última etapa, se reconstruyeron las partes completamente perdidas mediante la comparación con obras similares.

La presentación audiovisual de las pinturas ofrece la posibilidad de disfrutar de la globalidad del fresco. Para ello fue necesario dibujar y pintar de nuevo todas las imágenes, a fin de obtener una armonía visual entre las partes conservadas y las perdidas, facilitando su presentación animada. La proyección audiovisual ayuda a los visitantes a entender cuál era la técnica pictórica de los frescos románicos, al mismo tiempo que muestra jerárquicamente las distintas representaciones iconográficas que componen esta pintura mural de alta carga artística y religiosa.




Categoría: Digital Signage -::- Tags: customer experience, digital, interactive, mobile

SAN JOSE, CA — Orlando’s Orange County Convention Center (OCCC) has just installed 66 digital wayfinding displays to help convention attendees find their way through the massive complex. The OCCC is the second largest event facility in North America and hosts over one million attendees and more than 200 events a year. Using digital wayfinding displays enables the OCCC to provide dynamic event information and improve the overall visitor experience.

“The OCCC needed a solution that was comprehensive, adaptive, secure and easy to update,” adds William Kwok, Array Interactive’s CEO. “We created an intelligent application that integrated with the center’s Ungerboeck event management system to access real-time event data, dynamically convert it to the right information and deliver it to the right combination of displays. The system manages the constant delivery of a large amount of information to make navigating a complex environment easy.”

Our motto is to make sure every visitor has a great experience, from the time they enter the convention center to the time they leave,” says Yulita Osuba, OCCC Deputy General Manager. “With seven million square feet under roof, one of the most important things is navigation.”

“Now, instead of posters or static signs in a few locations, digital wayfinding displays throughout the facility helps our visitors orient themselves and direct them to their meeting location.” Says Yulita Osuba, “Since the system was implemented, we’ve received many compliments from our guests. It’s helped create a great overall experience.”

“In terms of ease, sustainability and efficiency, we’re seeing event facilities elevate every aspect of the guest experience,” adds Kwok. “More and more companies understand how important this is.”



The Forgotten Digital Signage Application

Categoría: Digital Signage -::- Tags: customer experience, digital

Digital signage for manufacturing plants is probably the least understood and talked about of all applications. However, when it comes to applications that yield qualitative benefits, digital signage can:

  • Display critical production line alerts,
  • Plant metrics
  • Reinforce safety information that make it an instrumental resource for any modern operation.

Oftentimes, ROI of digital signage for businesses is spoken of in terms of cost savings, measured impact on sales, improved customer experience, brand reinforcement and the like. But when it comes to manufacturing plants, ROI is often first realized with an improvement in safety. The cost savings of a safer work environment is huge, especially considering that just one injury costs a plant $78,000 on average.  This is where digital signage can shine in manufacturing, considering how well and easy it accomplishes repetitive and engaging communications that include safety reminders and alerts.

Modern manufacturing often involves lean manufacturing initiatives, which digital signage can address with built-in production data integration. Digital signage often supports “set it and forget it” programming, so floor managers can spend more time on the floor accompanying their plant workers, which has a tendency to boost morale and promote teamwork. With digital signage on the production floor, displays easily communicate reliable and timely production metrics, such as:

  • Quality control,
  • Up-to-the-minute production totals,
  • Inventory levels
  • Assembly line alerts.

For manufacturers that employ Kaizen initiatives, digital signage is an asset. It can:

  • Increase worker safety wareness
  • Improve plant communications
  • Alert workers to supply-chain concerns.
  • Help reduce response time for production quality issues more so than less-agile communication methods.
  • It can also eliminate or greatly reduce print publishing that will help eliminate w aste, too.

Company communication is also a major challenge on the plant floor. Considering that 40% of workers don’t have access to e-mail, plants often rely on word-of-mouth and bulletin boards to get their message across. This is not very effective or efficient. Digital signage placed away from the production floor where workers take breaks, socialize and eat have proven to effectively communicate company updates, reminders and messages. Employee contests and event highlights can be broadcast to increase worker morale, supporting overall the team atmosphere that foremen work so hard to achieve.

Imagine an industrial plant where management wants to communicate vital information to hundreds of workers. Perhaps it's production quotas vs. actual performance; perhaps it's mean time between accidental employee injuries; perhaps it's delivery information regarding vital components that are en route. In all of these instances - and others too numerous to recount here- digital signage has the ability to convey important information to a workforce that is vital to employees maintaining a safe, efficient environment.



Neo Advertising primera red de Digital Signage auditada por OJD Interactiva. Ofrece datos reales de audiencia de pantallas en 35 centros comerciales

Categoría: Digital Signage -::- Tags: analytics, digital

OJD Interactiva, la división de medios online de la Oficina de la Justificación de la Difusión (OJD), audita desde hace dos años el digital signage en España. La auditoría demuestra, por ejemplo, que con el digital signage aumentan el número de impactos en periodos de rebajas La primera red auditada pertenece a Neo Advertising y cuenta con 510 pantallas en 35 centros comerciales distribuidos por toda España. Los datos han servido para demostrar el interés por el medio digital exterior, que ha logrado cifras de hasta 30 segundos de atención media por usuario.

La red de Neo Advertising ha sido pionera dentro del digital signage, al combinar publicidad con contenidos de entretenimiento y branded content; principalmente la emisión de partidos de fútbol y otros eventos deportivos en directo. Neo Advertising utiliza además tecnología de medición mediante reconocimiento facial que ofrece datos reales de la audiencia de las pantallas en los centros comerciales. Gracias a la auditoría de OJD, Neo Advertising dispone mensualmente de un certificado de audiencia con los datos de tiempo de atención del público, las impresiones (impactos o número total de audiencia), el género y la edad del público. Estos datos se obtienen a través de los más de 250 dispositivos de medición que la compañía tienen instalados en sus pantallas.

A través de la medición, se pueden observar por ejemplo las variaciones en los hábitos de visita y de compra en el centro comercial. “El histórico de los dos años de medición ha permitido concluir que las pantallas de digital signage aumentan el número de impactos en periodos de rebajas, o por ejemplo que el final de la Liga española y el final de la Champions League han conseguido una media de 30 segundos de atención, lo que supone más de 8 segundos de atención frente a la media de estas pantallas en otros momentos”, comentó Roi Iglesias, CEO de Neo Advertising. “Entender estos datos abre nuevas posibilidades de planificación publicitaria para el medio”.



Digital Signage: More Than Just Advertising

Categoría: Digital Signage -::- Tags: advertising, analytics, app, celular, customer experience, digital, interactive


Similar to social and content strategies, finding the right balance between creativity and the right content will define the effectiveness of your digital signage. Think of it as your own content delivery network (CDN). Every piece—from your audience to hardware—should warrant an assessment. Digital signage shouldn’t be a one-off, so don’t treat it as a standalone piece within your larger communications strategy.

Here’s your quick hit list:

1. Assess your environment: Lookinside and outside the firewall for integration hooks to your processes and content systems. Existing infrastructure like intranets, supplier portals and customer service apps are good starting points.

2. Think about ways to tie together customer-facing information with employee-oriented content: Non-sensitive information often can be leveraged in certain spaces to get a better return. Again, think about how media is consumed and focus on where the most utility can be gained.

3. Find a partner that can help with some of the integration and technology choices: Don’t just opt for the digital signage package that a vendor offers. Take the time to choose a partner that can help you with real business requirements. If they’re not willing to invest the time to learn about your objectives, move on.

Your company has the content (or it should), and the advancements in digital signage give you a unique, personalized way to reach more of your audience than ever before. Take a step forth into the new world of work – you may just find digital signage to be right for you.



El futuro de los players en el mercado del digital signage

Categoría: Digital Signage -::- Tags: players

Los player se han ido posicionando poco a poco en el mercado tomando cada vez más relevancia, sobre todo, en aplicaciones como la interactividad y la medición de audiencias. Iván Rodríguez, Business Developer Manager de TDMaverick, revela en este artículo cuáles serán las tendencias para el próximo año y analiza los elementos que considera claves de este negocio: versatilidad, interactividad y seguridad.

Players Tendencia 2014

Los fabricantes ofrecen una gran variedad de estos dispositivos que podríamos clasificar como:

  • Players basados en arquitectura x86 que son, básicamente, plataformas PC con características especiales enfocadas a este mercado.
  • Players embebidos basados en arquitectura ARM que son bundles de hardware y software diseñados específicamente para reproducir contenidos.
  • Players Android ARM que son reproductores con procesador ARM y sistema operativo Android.
  • SoC integrados en monitores que consiste en procesadores ARM bajo sistema operativo Android o Linux. Son una evolución de las SmartTV y van acompañados de software y un SDK.

Los SoC ARM tendrán una gran aceptación en 2014, con una cuota de mercado cercana al 30% o 40% y serán los responsables de acabar con los sticks ARM y los players embebidos.

Los players PC seguirán siendo protagonistas, con cuotas por encima del 60%. Los precios han bajado y lo seguirán haciendo, y la calidad del producto ha aumentado considerablemente. En el segundo trimestre de 2014 veremos players PC por unos 100€ y esto eliminará toda duda frente a los sticks ARM. Hace años, con el nacimiento de las consolas de videojuegos, auguraron el fin del PC para jugar y, hoy en día, se puede ver como los jugadores profesionales viven de las plataformas PC y ningún hard gamer utiliza la consola de forma profesional.


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