Digital Signage: An Overview Digital signage is the use of
digitally powered signs (such as plasma display panels, liquid
crystal displays (LCDs), kiosk stations, computer monitors and
normal televisions) to replace and enhance traditional media.
Digital signage is revolutionizing the media and information
industries by allowing the central and rapid update of content
and its immediate delivery to specific audiences in specific
locations.
Components of Digital Signage The components needed for a
digital signage system include:
An authoring console, equipped with content management software,
allowing the definition of content in a variety of playback
formats.
A server, to which finished content is uploaded and from where
it is distributed to different displays in the network.
A distribution infrastructure, consisting of a data network or
fiber optic or CAT5 cable, which broadcasts media from the
server to the displays.
Digital signage displays, which can be plasma displays, LCD
monitors, CRT monitors, or kiosk stations.
Benefits of Digital Signage Digital signs have already brought
significant benefits to businesses and media vendors alike:
Attention grabbing advertising A digital sign brings innovation
and movement to previously static media locations, and has the
power to get customers' attention, making it a particularly
effective form of advertising.
Real-time advertising and information Digital signage allows
advertising and information to be updated on the fly from one
remote authoring station and broadcast immediately to audiences
regardless of location.
Relevant audiences With digital signage, advertising focuses on
the best potential customer: an existing one. Supermarkets have
already found that current customers are more likely to purchase
products advertised on their digital signs. Cost savings Every
time digital signage users change their message or campaign,
they save on printing costs and processing time. Profit center
opportunities Businesses can create instant profit centers by
selling advertising time on their digital signs to customers or
suppliers.
DIGITAL SIGNAGE Uses of Digital Signage It is not surprising
that, with all the benefits of digital signage, there are so
many uses for it worldwide. They include: Advertising networks
In-store advertising Interactive kiosks Tradeshow displays
Corporate identity branding Electronic menus and lobby displays
Branch office communication Campus bulletin boards Community
bulletin boards Arrival and departure schedules Franchise
communication systems Emergency announcement systems Corporate
communication systems Back office employee training
Digital Signage Distribution Technology: “What Lies Beneath”
When considering a digital signage project, users usually focus
on display types and content management software. For the
integrator, however, there is an important component that the
user rarely considers: the distribution technology and platform.
This infrastructure transmits the digital video and audio from
the server to the appropriate displays, and is a key contributor
to actual digital signage performance. In addition, as the
connecting component for all displays, the distribution
technology can be a significant part of the project budget.
That’s why choosing the correct distribution technology is vital
in ensuring a successful digital signage installation. Options
for Digital Signage Distribution
There are three main options for digital signage distribution:
Data network Fiber-optic cable CAT5 cable
In this paper, these options will be presented together with the
core considerations in choosing a distribution technology:
Cost Performance Existing infrastructure
Digital Signage Distribution Options: Platforms & Combinations
Each platform has its own benefits and drawbacks. When
harnessing more than one platform. There are a number of
interesting combinations as discussed below.
Data Network Platform A data network platform uses a computer
network infrastructure in order to transmit content in the form
of compressed multi-media files (such as MPEG files) from the
management station to the central server and from there to the
computer connected to the display device. The central server
handles distribution to multiple displays, and the display-end
computer decompresses the file for display on the display
device. Alternatively, if only one display is required, the
network can transmit the compressed file directly from the
management station to the display-end computer, which then
decompresses and displays the file.
Benefits & Drawbacks The advisability of data networks depends
largely on existing infrastructure. If there is an existing
computer network infrastructure, using a data network platform
for digital signage can save costs significantly. However, if no
computer network already exists, the need to implement such an
infrastructure will increase costs considerably.
An additional cost related to data networks is caused by the
need for display devices to be connected to local computers or
equipped with embedded CPUs, resulting in extra investment in
hardware, an important factor when costing the project as a
whole.
In addition, from a performance standpoint, using a data network
platform has several disadvantages. A data network platform
limits the user to the compression technologies available on the
market today, technologies that significantly downgrade the
quality of the multimedia content and the displays’ dependence
on the network is another major consideration for 24x7 locales
that cannot tolerate display downtime.
Fiber Optic Extenders Fiber optic cable is a transmission medium
favored for applications that need high bandwidth, long
distances, and complete immunity to electrical interference.
That makes it ideal for digital signage, which requires high
resolution and transmission over long distances. Unlike network
platforms, fiber optic cable does not require CPUs or special
software at the display end. All that is required is a
transmitter and receiving unit for each display.
There are two options for fiber-optic cable: single mode or
multi-mode. Single-mode fiber provides a higher transmission
rate and up to fifty times more distance than multimode, but it
also costs more. In general, the decision between different
types of fiber should be the result of a simple cost-benefit
evaluation: the distance and level of resolution or performance
required versus the acceptable investment in distribution
technology.
Benefits & Drawbacks Fiber optic cable is optimal for
transmitting high-resolution multi-media over long distances, a
feature which makes it particularly appropriate for digital
signage. Fiber optic cable provides network-independent
performance without downtime or transmission lags. It can
transfer media over 40 kilometers or more. In addition, it
requires no special infrastructure, software or display-side
CPUs.
However, fiber optic is a point-to-point technology – in other
words, a pure fiber optic cable solution will not allow multiple
displays to receive output from a single video source. This can
prove a significant obstacle for multiple-display digital
signage installations such as malls and airports.
In addition, fiber optic cable has a high price relative to
other technologies. Fiber optic cable’s expense can prove
prohibitive when planning a large digital signage project. A
possible solution, discussed below, is the combination of fiber
optic cable with other, less expensive solutions, allowing the
user to benefit from fiber optic cable’s advantages while
reducing the total cost of the project.
CAT5 Distribution Systems CAT5 cable is also a transmission
medium favored for local installations that need high bandwidth
and high resolution without any existing network infrastructure.
CAT5 cable technology provides these advantages at a
considerably lower cost than fiber optic cable. CAT5 technology
supports real-time multi-media transfer through inexpensive, low
density, twisted pair cabling.
Benefits & Drawbacks In certain ways, CAT5 technology as a
distribution platform combines the best aspects of fiber-optic
and network technologies. Like fiber optic technology, CAT5
technology requires no special software or display-side CPUs,
and is completely hardware-based and network independent. Only
transmitter and receiving units are required. While CAT5 covers
shorter distances than fiber optic cable (typically 100-300
m/300-1000 ft), CAT5 cable costs considerably less than fiber
optic cable, making it a leading option for combination
solutions which overcome CAT5 cable’s distance limitations.
In addition, CAT5 technology can be used in point-to-multi-point
applications, allowing the broadcast of media content from one
central source to hundreds of display stations. As a result,
CAT5 technology alone or combined with fiber optic cable is an
ideal solution for multiple-display digital signage
installations.
Due to its network independence, CAT5 cable allows high
performance, real-time transmission of high-resolution
multi-media without slowdowns or downtime. If CAT5 technology is
combined with a BIOS-level hardware solution for remote access
over IP (such as a KVM IP extender), it can even allow remote
maintenance and trouble shooting for the content server that
manages the content to be displayed, minimizing down time and
loss of investment.
CAT5 cable’s low expense, ease of installation, and flexibility
make it a good choice for a primary distribution technology as
well as a leading “last mile” option for combination platforms.
Combination Technologies Because of the advantages and drawbacks
of each of the technologies listed above, it is frequently
advisable to use a combination of technologies for optimal
performance at the lowest possible cost.
Fiber optic and CAT5 cable When dealing with high-resolution
media over large distances that must be broadcast to a group of
displays, a combination of fiber optic and CAT5 cable is the
optimal solution. In this case, fiber optic cable is used for
distance broadcasting together with a local CAT5 video
broadcaster for “splitting” the broadcast to the various
displays. This is a simple solution to install, since all that
is needed is to connect the fiber optic receiver with the CAT5
video broadcaster. And the use of CAT5 cable for the last 50-150
meters/150-500 feet of cabling instead of fiber optic cable can
provide significant savings.
Benefits High resolution & performance Hardware solution Point
to multi-point No special infrastructure or display-side
software required Network independent Long distance Supports
groups of displays Lower cost than pure fiber optic
Conclusion: By combining the two technologies into the same
solution and using the true advantages of each type of cable you
were able to save almost 17% or $17,500 in direct costs to your
customer.
Data Network and CAT5 cable When managing multiple groups of
digital signage displays from a remote location, a combination
of data networking and local CAT5 cabling can give the user the
best of both worlds: remote management over IP combined with
low-cost and network-independent infrastructure. The “last mile”
use of CAT5 in place of data networks at the display end saves
the cost of a computer (or CPU) for every display. All that is
needed is a local central server, which is remotely managed
through the data network. The local server is connected to
multiple displays through CAT5 technology, freeing the local
installation from network dependence. The digital signage of
each location is network-independent, and each installation is
far less expensive to implement. Bandwidth issues are also
surmounted by transmitting media to the local computer ahead of
time for scheduling on-the-fly. At the time of broadcast, media
is transmitted locally over CAT5 cabling, which is network
independent and not limited by bandwidth.
Benefits Point to multi-point High resolution & performance No
local infrastructure or display-side software required Locally
network independent Low cost
Conclusion Distribution infrastructure is an important part of
digital signage, and choosing the correct distribution
technology is a crucial element of any digital signage project.
While each distribution technology has its advantages and
drawbacks, the correct combination of technologies can achieve
low cost and high performance no matter what the project size or
complexity.
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