09KW Gaming WhitepaperInside.qxd 5/8/09 10:40 AM Page 1 · 2018. 11. 5. · KEYWEST TECHNOLOGY WHITE PAPER offset the cost of a digital signage network. Some casinos and gaming facilities

09KW Gaming WhitepaperInside.qxd 5/8/09 10:40 AM Page 1

K E Y W E S T T E C H N O L O G Y W H I T E P A P E R

United States Tele: 800-331-2019

International Tele: +01-913-492-4666

[email protected] | www.KeywestTechnology.comCopyright ©2009 Keywest Technology, Inc. All Rights Reserved

14563 W 96th Terrace • Lenexa KS 66215 USA


The U.S. gaming industry in general and casinos in particu-

lar this year are experiencing something they aren’t

accustomed to: a falloff in revenue. Recent statistics from

the Nevada Gaming Control Board show casino revenue

on the Las Vegas Strip, the largest gambling spot in the nation, fell to

$510 million in January.

In Atlantic City, NJ, the next largest

gambling destination in the United

States, gaming proceeds dropped to

$310 million for the month –down 20

percent on the tables and 19 percent

on the slots, according to the New

Jersey Gaming commission.

While the figures are disappointing for a sector of the economy that

has remained largely immune to previous economic downturns, they

underscore just how important it is at this particular time for the

gaming industry to maximize the effectiveness of every investment

made and every project undertaken.

One area of casino operations inviting serious re-evaluation is the

portion of the marketing, advertising and communications budget

devoted to on-premise promotion. It is not uncommon for many casi-

nos to budget tens of thousands of dollars per month or more on

design, printing, posting and updating traditional posters, banners

and Duratrans signs.

These signs are essential components of multi-layered communica-

tions strategies intended to promote entertainment acts, new gaming



features, changing menus, or any

one of a hundred different marketing

communications goals. Signage assumes

this important role in casinos by provid-

ing a easily referenced touch point for

customers to guide them as they evalu-

ate how and where to spend their money

on premise. Particularly now, as the gam-

ing industry experiences an overall rev-

enue drop and individual casinos must

compete even more effectively to protect

and grow their revenue, keeping patrons up-to-date on the latest

gaming and entertainment offerings has never been more important.

DIGITAL SIGNAGE: A SURE BETUsing traditional signage media presents

a nearly impossible hurdle to surmount

for casinos dedicated to maintaining

fresh, current printed promotions. Not

only is the sequence of steps necessary

to print signs, — including design,

approval, press set up, printing, drying

and delivery— time consuming, but also a

casino’s print job is only one of many

that is assigned a place in the printer’s queue, often requiring hefty

rush charges to go to the front of the line.

As a result, many casinos have begun turning to digital signs as an

affordable alternative. While the initial outlay for a digital signage net-

work is more expensive than an individual print job, it does not take

long for the savings realized from reducing or eliminating print to





“With the savings we are realizing using the KeywestTechnology systems, we’ll be able to pay for our 33 channels of digital signage within the first two years.” — Ryan Dunn, Television Manager Prairie Meadows Race Track Casino



offset the cost of a digital signage

network. Some casinos and gaming

facilities have reported the time needed

to break even on a digital signage net-

work to be as little as 12 to 18 months.

Evaluating the merit of replacing print-

ed signs with a digital signage network

solely on savings, however, is rather

myopic. Digital signs deliver other sig-

nificant benefits as well. Perhaps the

biggest of these is flexibility. Unlike

print, marketing and promotional mes-

sages delivered via digital signs are fast

and easy to change. As a result, promo-

tional opportunities that likely went

ignored when print was the only alter-

native can be fully exploited.

Consider major entertainment acts.

Booked months or years in advance,

these types of shows give casinos

ample time to prepare all aspects of

advertising, including on-premise pro-

motional signage. However, unforeseen

circumstances before a scheduled

show opening or even during its run

can cause producers to change head-

liners, recast ensemble players or even

cancel entire shows. In such circum-

stances, digital signage gives casinos





Prairie Meadows Racetrack Casinoturns to MediaXtreme for extensivedigital signage installation

Prairie Meadows Racetrack and Casino has

setup an extensive digital signage network

with 33 Keywest Technology MediaXtreme

digital signage controllers.

The Des Moines, IA, -based pari-mutuel

track and casino’s digital signage network

serves three major functions: to direct patrons

looking for the right meeting room at the

facility’s new event center; to promote an

ever-changing stream of shows and concerts,

and other special offers and services; and to

keep the casino’s workers up to date on a

wide variety of employment related news.

Keeping the MediaXtremes supplied with

current data about the constantly changing

events and activities at the casino is accom-

plished with a Keywest Technology software

plug-in that retrieves data from Prairie

Meadows’ Delphi property management

scheduling database and automatically popu-

lates pre-built graphical templates with times,

places and directions to minimize the time

casino personnel interact with the system.

The Keywest Technology-powered digital

signage network fulfills a core mission of the

facility: maximizing the revenue the casino

and racetrack produce for Polk County and

the state of Iowa. “Our mission statement,

says we exist to give back to the community,”

said Ryan Dunn, television manager Prairie

Meadows Race Track Casino.

According to Dunn, the Keywest Technology

MediaXtremes are allowing Prairie Meadows to

realize significant savings from what would

have been necessary to print various promo-

tional signs.“With the savings we are realizing

using the Keywest Technology systems,we’ll be

able to pay for our 33 channels of digital sig-

nage within the first two years.”



far more flexibility in delivering

promotional messages that take

into account these sorts of changes.

Similarly, in smaller entertainment ven-

ues —such as lounges and comedy

clubs— digital signage offers manage-

ment a quick, convenient way to

respond quickly with messaging to

reflect regularly changing acts.

Another major advantage of digital sig-

nage is the ability to incorporate

dynamic media elements into digital

sign messaging. Video, animation, text

crawls and other types of dynamic

media are easy to integrate into digital

signage messages. Video, for instance,

can be particularly effective.

Since June 1999 when the U.S. Supreme Court cleared the way for

casinos to advertise on television in Greater New Orleans Broadcast

Association v. United States, commercial casinos have literally

spent millions of dollars on TV commercials. Digital signage gives

these casinos the chance to integrate video elements from their TV

advertising campaigns into on-premise promotional messages.

Doing so advances the strategic twofold marketing goal of re-

enforcing their television commercials in the minds of patrons and

building their brands through clear, consistent messaging. Similar

attempts centered on printed signs would pale in comparison to

exciting, full-motion video clips.







The availability of video playback on digital signage also opens up

casinos to tapping into powerful cross-promotional opportunities.

The same digital sign that directs patrons to the slot pit or the gaming

tables can be used to playback cross-promotional video advertising.

Often, successful casinos employ a technique known as dayparting to

integrate time-specific messaging into their cross promotions. For

example, the same group of signs used to welcome patrons to a casi-

no can promote special dining features, ranging from all-you-can-eat

buffets to fine dining, at the dinner hour. Later, the same signs can

integrate video promotions to featured lounge acts or shows. They

even can be used to promote other casinos of common ownership.

COMMON APPLICATIONSAlthough the gaming industry is put-

ting digital signage to work in a num-

ber of different ways, most of these

applications can be grouped into five

areas: advertising, wayfinding, off-

site advertising, informational/utility

signage and interactive.

AdvertisingWhile casinos and the gaming industry have not been immune to the

ongoing recession, the latest figures from the American Gaming

Association reveal that for the period of 2003 to 2007 (the latest

period available), average annual gross gambling revenue stood at

just under $31 billion in the United States. The primary use of o

n-premise digital signage at casinos is advertising in support of that

revenue generation. New gaming features, entertainment, shopping,

restaurants and lounges are among the top casino features adver-

tised with digital signage.







WayfindingAnother high-use digital signage application is wayfinding. Given the

cavernous size of casinos and their typical design, wayfinding signage

featuring maps, arrows and directions to popular on-premise attrac-

tions is common. Digital signs strategically placed near high-traffic

routes can offer valuable assistance to patrons and provide a depend-

able backup to casino staff who might not be present at the moment

to offer directions.

Off-Site AdvertisingWhile the goal of most casinos is to

attract and keep patrons on premise as

they spend their gaming and entertain-

ment dollars, some companies own mul-

tiple casinos in the same city. In some

cases, these casino owners even offer

bus transportation between their casi-

nos. Digital signage used to advertise off-site gambling at commonly

owned casinos can be effective in enticing patrons to continue to

spend their money with the same company, albeit at a different casi-

no. Digital signage can be used in a variety of ways to support this

goal, ranging from attractive advertising to whet the appetites of

patrons to visit sister casinos to common infor-

mational use like posting shuttle bus schedules.

Informational/UtilityA variety of related sorts of digital signage applica-

tions fall under the umbrella of “informational/util-

ity” at casinos and gaming facilities. These can

range from digital reader boards used to display the







name of a certain activity, such as

a Texas Hold ’em tournament, to a

digital menu board at the entrance of a

casino restaurant. While the specifics are

different, functionally they are quite sim-

ilar, offering clear, concise information to

patrons at a glance.

InteractiveWith the addition of the right sensing

equipment, digital signs can easily be

used as information kiosks. Touch-screen

sensors, proximity sensors, and infrared

detectors are only three of many input

devices used to launch interactive digital

signage applications. In a casino setting,

interactive digital signage can be used to

support a variety of communications

goals, ranging from wayfinding to interac-

tive directories of the latest attractions.

OTHER BUSINESS BENEFITSAs previously discussed, digital signage

offers casinos and gaming facilities a high

degree of flexibility in messaging, reduced

or eliminated recurring printing expenses

and the ability to leverage existing televi-

sion commercial segments to re-enforce

marketing messages and build brand iden-

tity. Casinos can also accrue several other

benefits from digital signage.





Digital signage promotes and directsat Yonkers Raceway

When Yonkers Raceway transformed itself a

few years ago from a storied race track to a

mega raceway and casino, it needed a way to

ensure patrons could find their way around the

new 120,000 square-foot complex. Digital sig-

nage delivering directional wayfinding at

strategic locations throughout the new facility

seemed like the right approach,so the raceway

turned to Keywest Technology. Employing an

initial 30 MediaXtreme digital signage

player/controllers, Yonkers Raceway began

meeting its wayfinding requirements,directing

patrons to everything from special attractions

to restrooms and valet stations. It didn’t take

long for the raceway to see the potential for

digital signage and begin expanding both the

number of digital signs mounted from the ceil-

ing and the type of content being played back.

"Then Marketing got involved with the digital

signage, which now carries monthly media

content promoting upcoming bands, happy

hour specials and other promotions in addition

to the wayfinding signage," said Ben Shapiro,

broadcast supervisor at Yonkers Raceway.

A variety of in-house and contract graphics

professionals primarily use Adobe Photoshop

to create a steady stream of fresh content that

Shapiro schedules and manages for playback

from the MediaXtremes. Most graphics are

stored as JPEGs, while text and transitions

between discrete content elements are gener-

ated with the MediaXtreme.

To be sure, digital signage keeps Yonkers

Raceway patrons directed towards where

they want to go and informed about the latest

entertainment and promotions.Just as impor-

tant, however, the impressive array of digital

signs and the messages they convey help the

casino cut through the surrounding noise and

excitement and deliver information of high

importance to the raceway and its patrons.



High on this list is patron self-service via interactive digital sig-

nage. Rather than requiring customers to stand in long lines for infor-

mation from finite staff resources, interactive digital signage kiosks

offer a convenient alternative. For instance, self-directed exploration

of a casino directory not only can get patrons the information they

desire quickly, but it also can expose them to other features, attrac-

tions and opportunities they may not have known of where they can

spend their gaming and entertainment dollars.

Interactive touch-screen technology paired with digital signage also

can expedite the process of making reservations for meals, shows

and other attractions as well as support automatic dispensing of

show tickets.

Digital signage used in menu board applica-

tions offers powerful marketing benefits to

casinos as well. While digital signs make it

quick and easy to update menus based on

the time of day, availability of specialty

items and pricing changes, they also sup-

port playback of video. Rather than telling

potential patrons about the filet mignon

with text alone, video of the steak as it’s

being prepared can tantalize those reading

the menu board while they evaluate where

they wish to dine.

Closely related to this menu board bene-

fit is the opportunity for casinos to sell

co-op advertising to food and beverage







vendors. The same attractive

power of video in showing the siz-

zling preparation of a steak can be

used to encourage patrons to select

certain menu items, wines and spirits.

But key to cashing in on co-op adver-

tising is the ability to display video,

something digital signage menu

boards are well equipped to do.

OTHER OVERLOOKED OPPORTUNITIESDigital signs in casinos and other gaming facilities offer other often

overlooked opportunities to better serve patrons, including cus-

tomer messaging and emergency alert display. Because of their

size, casinos present a challenge to getting an important message

to an individual customer. Using conventional means, such as

tracking down a specific individual or paging the customer over a

PA is nearly unthinkable at a casino. However, digital signage

makes it possible to shrink the expanse of a casino and cut through

the din. A scrolling text message displayed on all of the signs in a

casino’s digital signage network makes

delivering an urgent message far simpler.

Similarly, because digital signage networks

tie together the distant corners of casinos,

offering an informational touch point for

patrons throughout a facility, they can eas-

ily serve as an emergency alert system in

times of trouble.





“Then Marketing got involved with the digital signage, which now carries monthly media content promoting upcoming bands, happy hour specials and other promotions in addition to the wayfinding signage,”— Ben ShapiroBroadcast Supervisor at Yonkers Raceway.



Consider the difficulty of notifying the thousands of patrons

visiting a Midwest casino about severe weather conditions,

such as a tornado warning. With the right amount of forethought

and preparation, digital signage networks can instantly convey a

warning along with instructions of where to go and what to do.

Another often-overlooked opportunity to use digital signage is at

closely related public facilities. While cer-

tainly not always the case, many casinos

are immediately adjacent to hotels, con-

vention centers and meeting rooms

where digital signage can benefit man-

agement and patrons alike. Similar appli-

cations, including reader boards,

wayfinding and interactive kiosks, are

likely to be appropriate in these settings

as well. Sharing digital signage content

among casino digital signage networks

and those located in these sorts of facili-

ties often benefits the overall enterprise.

SOLUTIONS AND PARTNERSWhen it comes to digital signage for

casinos and gaming facilities, it’s a safe

bet that one size does not fit all.

Individual business needs, facility layout

and management concerns frequently require digital signage

networks to be customized. Accommodating project-specific

requirements often spells the difference between success and

failure.







Choosing a vendor with the experience and ability to customize

a digital signage network is the first step. Keywest Technology, a

Lenexa, KS, based digital signage solutions company, offers the expe-

rience and technical expertise to become a trusted partner that can

be counted on to meet these individual goals and requirements.

To date, several casinos and pari-mutuel tracks have turned to

Keywest Technology as a turnkey provider of digital signage hardware

and software as well as for installation, integration and customization.

With years of experience developing digital signage playout systems

and interactive digital signage, as well as networking and enterprise-

level playout, control and monitoring, Keywest Technology offers

technological expertise in digital signage second to none. Additionally,

Keywest Systems Group has significant experience managing every

aspect of large-scale digital signage rollouts, from the kernel of an

idea to final installation and training. Keywest Technology also offers

world-class digital signage content creation services to relieve cus-

tomers of the burden of updating designs and maximizing the effec-

tiveness of their messaging.

If implementing a digital signage network makes sense at your

casino or gaming facility, why gamble with success? Turn to

Keywest Technology for the technical expertise, proven experience

and reliable solutions you need to make your investment in digital

signage a winner.






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A new trend in digital signage is emerging that combines

the strength of digital signs with the interactivity of

digital kiosks. For many areas, such as retail shops, the

sum of the two holds greater potential for marketers

than either of the individual parts.

Known in some circles as hybrid digital signs and by others as

interactive digital signage, these combo systems can capture the

attention of those nearby by playing back compelling linear content

-for example an enticing commercial or news feed- and immediate-

ly switching to an interactive mode when triggered by an external

input, such as the touch of a viewer, the mere presence of a passer-

by or even environmental conditions.

Like a standalone digital sign, a hybrid system allows communica-

tors to playback a pre-built sequence of elements, including video

files, graphics, text, animation and live television. Those staples of

digital signage are the makings of an effective message that entices

interaction with the flat panel on which the content plays.

Once viewers touch the panel or step within its proximity, the hybrid

sign automatically interrupts linear content playback and displays a

digital kiosk-like interface that lets a shopper touch hot spots on the

screen, launching a pre-built interactive branching presentation.

Navigating through the presentation, shoppers can find the informa-

tion they want like product recommendations, pricing and availability.







CONSUMERS LIKE INTERACTIVITYThe popularity among consumers of having interactive control

over media –whether it’s content or advertisements- is undeniable.

On the internet, interactivity is reshaping how consumers access

news, information and entertainment. It has transformed their rela-

tionship with media from the passive recip-

ients into active seekers. No longer content

to simply consume a string of profession-

ally packaged entertainment and news

with advertisements periodically inter-

spersed, a significant number of con-

sumers are seeking out the content they

desire. With the click of the mouse and a

few keystrokes, they are finding what

they want on the Web and watching or

reading it on their computer screens.

This trend appears strong and certain

to grow. Strategic market research serv-

ice Media-Screen LLC in San Francisco

released results of a report in May 2007

that examined how Americans are

spending their spare time. The report,

“Netpop | Play” found that broadband

Internet users are spending 48 percent

of their spare time, or 100 minutes in a

typical weekday) online. Additionally, the

report revealed that 54 percent of that

time is spent accessing entertainment-

and communications-related activities.





UNIVERSITY OFTENNESSEE FOOTBALLHALL OF FAMEKnoxville, Tennessee

The University of Tennessee has updat-

ed its Football Hall of Fame by replacing

aging DVD-based kiosks with hybrid inter-

active digital signage.

Multi-Media Solutions in Alcoa, TN, won

the contract to design and integrate the sys-

tem, which included Keywest Technology

Media PODs to drive presentations at 20

kiosks,flat panel LCD and plasma displays —

some as large as 50 inches and two interac-

tive touch screen panels that allow viewers

to navigate through presentations with a

simple touch.

Rather than running 24/7, the Media

POD players interface with motion sen-

sors that detect the presence of a visitor,

upon which audio volume is ramped up.

Coupled with directional audio speakers,

this audio control solved the problem.



In February 2007, broadband Internet penetration in the United

States exceeded 80 percent among active Internet users, accord-

ing to Nielsen/NetRatings. When considered along with how

Americans are spending their free time, it becomes clear that tens of mil-

lions of Americans are demonstrating an affinity for interacting with

technology to access what they desire.

IBM Institute for Business Value

confirmed this consumer interaction

with media not only is present on the

Web but also has spilled over into

other walks of life. Findings from

“IBM’s End of Advertising” consumer

survey released in August 2007,

revealed that 24 percent of U.S.

households have a digital video

recorder and that 48 percent have

used video-on-demand from a cable company or other provider. The survey

results confirm the popularity of controlling media with 53 percent saying

they watched at least half of their shows replayed from the device.

Again, when given the opportunity, consumers demonstrate on

line and in their living rooms that they wish to interact with technol-

ogy to access what they desire and take control of the experience.

Internationally, consumers are demonstrating a strong desire to

interact with technology as well. For example, according to a new

report from Forrester Research, European online retail purchases will

grow 58 percent year-over-year in 2007. A major contributor to that

growth is “increasing consumer confidence and familiarity wit the

Web,” according to a senior Forrester Research analyst.





Essentially, interactive digital signage can extend the privateinteraction consumers have with technology in the home to public spaces like retail stores,shopping malls, hotel lobbies and museums, to name only a few.

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The report, “Europe’s 2007 Christmas: An Online Retail

Wonderland,” found that in the UK, Germany and Sweden,

online shopping will exceed the European average with about 70

percent of all Internet users shopping online.

Another example is the growth of IPTV

service throughout the world. A new fore-

cast from Canalys forecasts that by the

end of the decade nearly 40 million

subscribers will sign up for such IP

television services worldwide. In the

Asian Pacific region the total will

increase to 11 million, according to the

forecast, and may exceed that figure if

government regulatory hurdles can be

overcome. Significantly, IPTV gives tele-

vision viewers a high level of interactive

control over program selection, types of

advertising viewed, and on-demand

scheduling –all controlled interactively

via remote control from the comfort of

the living room.

Capitalizing on this trend outside the

home is interactive digital signage.

Designed with the ability to respond

to the touch of a viewer’s fingertip, inter-

active digital signage puts viewers in

charge, allowing them to find the informa-

tion they seek in a way that approximates

their broadband Internet experiences.





WALNUT VALLEY GARDEN CENTERAndover, Kansas

The Walnut Valley Garden Center in

Andover, KS, is using a unique hybrid, inter-

active digital signage system based on

Keywest Technology’s interactive software.

With interactive content developed by

DSX Media of Wichita, the system lets cus-

tomers access a map of their property via

Google Earth. That plus an interactive

software component from Keywest

Technology allows shoppers to specify the

size of their projects through a touch-

screen interface and learn the exact prod-

ucts they’ll need and how much to use.

For shoppers who don’t know anything

about gardening and landscaping but

want to get started,the unique interactive

digital signage system offers a page with

12 different examples of gardens. Simply

touching a thumbnail of one opens up a

page that tells shoppers everything

they’ll need and what it will cost.



Rather than a mouse click, consumers simply touch a panel.

Rather than hyperlinks to desired content, hotspots designed

into the interactive presentation let users navigate to what they

want to find.

Essentially, interactive digital signage can extend the private interaction

consumers have with technology in the home to public spaces like retail

stores, shopping malls, hotel lobbies and museums, to name only a few.

MAKING IT INTERACTIVEThere are a few specific elements necessary to make a digital sign

interactive, including display monitor, input device, media player/server

and interactive software. While touch-screen interaction may be the

input device primarily used for

action, other devices like proximity

detectors, RFID tag readers, weath-

er instruments and motion sensors

also are popular inputs used to

interrupt a conventional, linear digi-

tal signage presentation and launch

the interactive aspect of the sign.

Several different touch-screen

technologies are popular, including:

• Resistive panels made up of layers of material, including

resistive and conductive metallic layers that sense a touch

when connected by the pressure of a finger.

• Surface acoustic wave technology that floods a display panel

surface with ultrasonic waves, which are modified by a touch,

allowing the controller to discern where the panel has

been touched.





Like a traditional kiosk, digitalsignage in interactive mode can offer users navigation of sophisticated, branching interactive presentations.{



• Infrared technology that relies on infrared sensors placed on

the edges of the monitor to sense an interruption by a touch

much like an IR garage door closer emergency interrupt senses

the presence of an object in the path of the door.

• Strain gauge mounted with springs on

the corners of a monitor identify where

the surface is touched.

• Acoustic Pulse Recognition in which

piezoelectric transducers transform

the vibration of a touch into an electri-

cal signal that’s converted to an audio

sample and compared to a library of

existing samples to determine where

the screen was touched.

While these are some of the touch-

screen interface devices in use, they are by

no means all of the methods in use.

Additionally, external devices can be easily

integrated, including RFID readers, card

scanners, printers, motion sensors, and

proximity detectors, enabling multiple tac-

tics. Input from these devices can be used

to launch and control specific actions like

content playback or even sale and dispens-

ing of tickets or the printing of coupons.

Whether it is touch-screen technology

or some other input device, data initial-

ly registered via the interface launches

the digital signage media server/player





RANDY DEAN HOME BUILDERSWichita, Kansas

Randy Dean Construction in Wichita,

KS, is using a unique implementation of

the Keywest Technology Media POD dig-

ital signage player to market its model

homes, designs and inventory more

effectively to prospective home buyers.

The system is a hybrid digital signage

implementation that skillfully marries

playlist management and video/audio play-

back of a digital signage system with the

interactivity of a digital kiosk.The digital sign

cycles through a loop of video that includes

a three-minute commercial for Randy Dean

Construction followed by 30 second com-

mercials for paid advertising until a prospec-

tive home buyer touches the screen.

With that touch, the system shifts into

kiosk mode so buyers can interactively

retrieve the information they are seeking.

In effect, it becomes a virtual sales agent

to answer questions while real, sales peo-

ple are busy with other prospects.



into interactive mode. Like

a traditional kiosk, digital

signage in interactive mode

can offer users navigation of

sophisticated, branching interac-

tive presentations. Users can drill

down to desired information via a

graphically pleasing interface

much as they do online by follow-

ing hyperlinks. They can even

actively submit data about themselves or passively register their

preferences with the system by the selections they make.

BENEFITS OF INTERACTIVE DIGITAL SIGNAGEThe primary benefit of interactive digital signage from the consumer’s

point of view is delivery of a high degree of control over their experience

with the sign, which mimics in favorable ways their experience on the

Web and with other on-demand technologies. Rather than passively

viewing linear digital signage content, a simple touch or their mere pres-

ence can put consumers in control.

From a marketer’s point of view, interactive digital signage pro-

vides a tool by which customers can buy into the experience of com-

munications. Rather than attempting to attract and win customers

with a shotgun approach to their linear digital signage messaging,

marketers can present consumers with content they choose to bet-

ter match their individual tastes and desires.

Equally important to marketers is the feedback loop interactive dig-

ital signage builds with customers. The popularity of various pieces of

information as well as the types of screen layout, hotspot positioning





From a marketer’s point of view, interactive digital signageprovides a tool by which customers can buy into the experience of communications.{



and overall presentation that attract the greatest response can

be tallied. Based on those statistics, marketers can make tacti-

cal tweaks to their consumer messaging or adjust the overall

strategy behind their communications effort. The statistics also can

offer guidance for how interactive navigation and information is deliv-

ered to the consumer in the future.

Additional benefits of interactive digital signage in a retail setting include:

• Offering a customizable customer experience

• Assisting in inventory control

• Tracking the popularity of specific types of merchandise

• Offering information making up-sells easier

• Promoting complementary

merchandise

• Building consumer databases

to be used for subsequent

marketing campaigns

• Developing higher degree of

customer satisfaction

• Improving workflow efficiency

of sales staff

• Multiplying sales personnel resources

in the form of a digital sales assistant

The reach of interactive digital signage applications extends far beyond

the retail sector, however. From museums, public spaces like arena and

convention center lobbies, and movie theaters to the banking, healthcare

and hospitality sectors, interactive digital signage can elevate the level of

communications a business or institution has with its customers, improve

workforce utilization and tie users –to the degree allowed- into enterprise

servers with information to satisfy their inquiries.





Interactive digital signage panel

provided by Keywest Technology

— 2007 American Royal BBQ Contest



THE FUTURE OF INTERACTIVE DIGITAL SIGNAGEAs marketers re-evaluate traditional media choices and look for

ways to capitalize on the how consumers are changing their media

consumption from a passive media to interactive digital alternatives, the

relevancy of interactive digital signage will increasingly come into focus.

Brick-and-mortar retailers, looking to offer customers a communica-

tion experience consistent with those fostered and developed on the

Internet are likely to view interactive digital signage as natural exten-

sion of that on-line interactive experience. Similarly, those outside the

commercial realm, like museums, can exploit the same desire on the

part of public to interact with their media devices for fun and learning.

The possibilities for interactive digital signage in this new age of

digital expectations are only as limited as the imagination of creative

teams using this technology. To be sure, interactive digital signage is

in its infancy. However, with the recent availability of the hardware

and software needed to bring together the separate worlds of inter-

active kiosks and digital signage, hybrid interactive digital signage

systems will certainly play an important roll in the future.

Keywest Technology hopes this information has been beneficial to

you. This white paper highlights several dynamics that make digital

signage an extremely creative, effective and affordable choice. We

build custom interactive digital signage systems, and we have pio-

neered the development of interactive software that is sold world-

wide. Regardless of where you live in the world, please contact us to

arrange a Webinar or personal demonstration of this exciting and par-

adigm-changing technology that turns ordinary flat-panel displays

into custom-interactive digital signs. From mild to wild, interactive

digital signage gives your communications plan some personality.






KEYWEST TECHNOLOGY

KEY INGrEdIENTS fOr a SuCCESSfuL dIGITaL SIGNaGE CampaIGNIn mid-February 2012, the TV ratings service provider Arbitron released data counting all view-ers who had watched the Super Bowl football championship earlier that month outside of their homes—e.g. at bars and restaurants. Across 44 media markets that were tracked with the com-pany’s Portable People Meter (PPM) system, some 12 million people watched the game in these places. That equalled nearly 10 percent of the 123 million adults who live in those markets, enough to lift the ‘in-home’ Super Bowl audience of 57.5 million people in those markets by 20.7 percent.

When announcing those figures, Arbitron’s senior vice-president (SVP) of cross-platform sales and marketing, Carol Edwards, pointed out that while TV ratings have traditionally counted viewers at home, watching sports programming is often a group activity that specifically takes place outside of the home.

Similarly, digital out-of-home (DOOH) networks are draw-ing a huge, verifiable number of viewers everywhere from fitness clubs to gas stations, from airports to arenas. Nielsen, also well-known for measuring TV audiences, reported adults visiting 12 of these types of venues in the fourth quarter of 2010 were exposed to more than 500 million gross minutes per month of OOH media.

For advertisers, marketers and digital signage net-work operators with the vision to develop this emerg-ing media market, the opportunity to create success-ful DOOH campaigns has never been greater. Doing so, however, depends upon five key ingredients:

• Setting goals.• Choosing the right hardware and software.• Successful deployment.• Designing effective content.• Collecting, analyzing and responding to audience metrics.

Like the pieces of a jigsaw puzzle, these elements of digital signage must be assembled properly to achieve a complete success in DOOH advertising.

SETTING GOaLSDorn Beattie, the founder, president and CEO of Solara Adworks in Vancouver, B.C., is one example of a puzzle master assembling these elements. He is currently building a digital signage network—known as Solara360—across North America as a franchisor.This involves signing up franchisees to provide proprietary liquid crystal displays (LCDs) and relat-ed software to sports bar owners as a turnkey system. The system is provided to the bars for free.

United States Tele: 800-331-2019International Tele: +01-913-492-4666



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The key to this business model is Solara’s proprietary display technology, which enables the playback of local, regional and national ads in an L-shaped space along two sides of each screen, without interfering with the sports pro-gramming’s visibility. The franchisees secure locations, manage deployment, sell ads and collect content for the loops that are scheduled and played back on the signs. The bar owners share in the ad revenue with no re-sponsibility at all for the signage.

Beattie’s approach exemplifies the goal-setting necessary for successful DOOH campaigns. Simply put, his goal is to provide a digital signage system so compelling that the bar owners can’t say no.

“We have a 100 percent closing ratio of signing up sports bars,” he says.Also, as that success rate would be difficult to sustain financially on his own, Beattie transitioned Solara to the franchise model, giving entrepreneurial go-getters the opportunity to invest in the necessary technology and then reap profits from ad sales.

Not all digital signage applications, however, involve digital ad networks. Digital signs literally can be used dozens of ways, including wayfinding, as interactive informational kiosks, menu boards, reader boards, door card readers and many more. Beattie’s application as well as all of these will only be successful if a clear goal is set and all of the necessary pieces to the digital signage puzzle are assembled to achieve the intended result.

Some goals, like Beattie’s, may involve revenue generation and financial success. Others may fo-cus on communicating information to the public clearly. Still others may aim to set a mood for an environment or some kind of self-serve process. But whatever the goal happens to be, investing the time, effort and forethought to develop a plan that achieves what’s desired is what’s necessary to succeed.

CHOOSING THE rIGHT HardWarE aNd SOfTWarEHardware and software technologies are closely related when deploying a DOOH campaign, as they lay the foundation upon which the campaign’s content will be presented to the public.

DOOH hardware includes the displays themselves, the media players that deliver content, the cabling and other components supporting the distribution of content to individual digital signs. The displays need to offer not only sufficient resolution and durability, but also the capability for external control via serial commands (RS-232) or scripts, depending on the campaign’s application requirement.





KEYWEST TECHNOLOGY

The media players are, essentially, personal computers (PCs) with a small enough form factor for inconspicuous deployment within or behind the displays’ structure. Their computing and graphics processing capabilities sup-port the simultaneous playback of multiple media files, including video, audio and animation, and the generation of other screen elements, such as text crawls. In many cases, they offer both wired and wireless Ethernet con-nectivity, Universal Serial Bus (USB) ports and connectors to relay control commands, e.g. to turn a display on or off.

Digital signage software generally falls into two distinct areas. The first involves content management applications (CMS) for assembling and

arranging various types of media and scheduling their playback, along with media player software to retrieve, store and manage files in line with the playback schedule. The

second area involves media player client and server software, which operates via Internet Protocol (IP) connections to control DOOH content distribution across dozens, hundreds or even thousands of displays, along with monitoring those displays and performing diagnostics, creating run reports, etc.

Server software should offer the flexibility either to allow a single network administrator to control content distribution and playback from each individual digital signage player on the network, or alternately to give those selected locally the ability to control a portion of what is displayed on a single or multiple local signs. In the former instance, the enterprise deploying the digital signage network would be seeking to maintain complete control over messaging and a uniform, consistent look across all signs on the network. In the latter case, an enterprise setting up an element of lo-cal control over content is seeking to allow their organization to respond to local messaging needs while continuing to maintain a consistent look and feel overall.

SuCCESSfuL dEpLOYmENTDeployment begins with important decisions about where and how to position the displays, but also in-volves ongoing network management.

Understanding the target audience’s traffic pat-terns, habits and demographics will help make it easier to decide where to deploy various types of displays. In a hotel and conference centre, for example, data about how visitors and guests use the space can be used to determine how to posi-tion digital signs for wayfinding, digital meeting room schedule screens and self-serve interactive kiosks.

The goal of deployment is to deliver the right infor-mation at the appropriate location. Understanding local demographics may also affect the size and orientation of screens within a space.





KEYWEST TECHNOLOGY

Successful deployment also depends on deciding, early in the process, who will be responsible for managing the media players, the displays and the network in general. Some digital signage network plans have been stopped dead in their tracks by conflicts between information technology (IT) and communications departments.

This is particularly true when using a Local Area Network (LAN) or Wide Area Network (WAN). Well-intentioned IT professionals, motivated by the need to protect the security and integrity of these networks, often claim responsibility for digital signage deployment without first considering the sheer amount of work that will entail. Some even decide to build a proprietary system from scratch, adding further burdens of time and complexity, to the point where the digital signage network may never be deployed.

Conversely, many media and communications professionals, who may be well-equipped for content creation and messaging, lack the technical expertise to oversee a successful network deployment.

Given these factors, it is becoming more common for organizations to turn to an outside specialist to deploy, manage and monitor their digital signage network, separately and distinctly from their IT network. This trend has helped them rise from digital signage failure and achieve new success. Consequently, software-as-a-service (SaaS) digital signage networks have been tapping into this trend by providing all of the performance of premise-based DOOH networks without getting bogged down with red tape and complicated IT issues.

The actual physical deployment of digital signage displays, players, cabling and other elements is also an important consideration. Often an experienced digital signage integrator can expedite the process. It is essential that the integrator not only fully understands all of the complexity of the technology, but also brings to the project the ability to act as a general contractor. Modification of walls, studs, electrical service and even plumbing may be required to deploy signs where need-ed. In these instances, having general contractor experience, including the knowledge of skilled tradesmen who can make necessary building modifications can keep a digital signage installation on track, on budget and eliminate unpleasant surprises.

dESIGNING EffECTIvE CONTENTSeveral strategies have also been identi-fied in recent years for the development of successful content for DOOH campaigns.

“All content considerations should first be led from the brand,” says Brian Bi-bler, director of creative services for Keywest Creative. “From there, make decisions about goals, initiatives and objectives. To do otherwise will doom a content strategy to being ineffective at best and off-message and harmful to the brand at worst.”





KEYWEST TECHNOLOGY

While Bibler recommends observing and evaluating currently deployed content to identify popular trends in the DOOH business, he emphasizes the value of thinking outside the box by beginning each individual campaign with a blank canvas. The vision for the campaign will then be limited only by what can be conceived for the brand, given its own context.

He also advises learning as much as possible about the audience. The failure to do so can derail otherwise well-executed campaigns, simply because the message is lost in translation.

“A good campaign delivers a targeted message that is innovative, clean and easy to read,” he says. “Guiding the audience through the campaign guarantees the brand message will be received and remembered.”

As Bibler points out, less is more.

“Be sure the text is concise, the images compelling and the dwell times sufficient to allow the audience to absorb the message without losing interest,” he says.

Maintaining interest and in some way engaging an audience is at the core of DOOH success. How-ever, too often not enough thought is given to keeping content fresh, up to date and appealing. To achieve those goals requires someone –either internally or a skilled third-party provider, such as a digital signage content specialist or ad agency- to take responsibility for content. Failing to do so ultimately will condemn a DOOH campaign to failure because the public eventually will lose inter-est as stale messaging pushes the sign out of mind.

audIENCE mETrICSThe final piece in the DOOH campaign puzzle is metrics, i.e. collecting and analyzing verifiable data about content playback and how the campaign is actually viewed by an audience. These metrics may be mea-

sured by simple customer exit surveys all the way to much more sophisticated real-time consumer traffic analysis using cameras and computer analytics to compare “views” with data comparisons of sales lift, item demand, etc., depending on specific advertising campaign goals.

Before going too far maybe we should consider at this point a few reflective thoughts; does everyone really need sophisticated audience measurement that adds to the overall cost of ownership? And, is sophisticated measurement a requirement for digi-tal signage to be effective?

While all measurement may be useful not all mea-surement is necessary to be effective, as there are plenty of basic ways to gauge results by using stan-

dard methods of observation and comparison. It is primarily necessary for those justifying their DOOH ad-vertising campaigns by achieving specific sales goals. This is the lifeblood of any advertising network.





KEYWEST TECHNOLOGY

Of course, there’s a lot more that could be said about what makes a campaign effective, such as the content itself, the products, etc., but the efficacy of the digital signage medium is without a doubt on par with Internet and mobile devices. It has become another digital channel that has its place in any comprehensive marketing plan.

It becomes easier to sell DOOH ads when specific information about viewership and audi-ence size is provided by a third-party source like Arbitron or Nielsen, both of which have recently used a combination of measurement technologies and audience sampling tech-niques to develop metrics for this medium. This information is also helpful in allowing those responsible for DOOH campaigns to evaluate their approach, tweak their messaging, and redeploy their assets.

For example, in the fourth quarter of 2010 “The Nielsen Company’s Fourth Screen Network Audience Report” conveyed a metric the company dubs as the “average minute audi-ence” of those 18 years old or older at a dozen measured “location-based networks” that climbed almost 250 percent compared to the same metric measured at eight such net-works in Q4 2009. Translating that into something a little more understandable, Nielsen says the metric means that for the quarter there were more than 500 million gross minute exposures per month.

Whether you call them “location-based networks,” “digital place-based networks” or “digital sig-nage networks,” one essential element for advertisers has been missing –that is until The Nielsen Company applied its audience measurement expertise to the medium. That ingredient is verifiable audience metrics that media professionals at ad agencies can use to make informed decisions about where to spend their ad dollars.

Mike DiFranza, president of Captivate and chairman of the Digital Place-based Advertising Association (DPAA) is quoted as saying, “quality audience metrics are the foundation of every media investment.” Together with consumer research the Nielsen audi-ence metrics are “key elements” for digital place-based networks “to be planned alongside traditional media,” he added.

For those considering a rollout of a new digital signage advertising networks, examining the list of busi-nesses and venues Nielsen mea-sured for the performance of similar deployments might be valuable. Doing so should provide some insight on what might be possible. Nielsen gathered its audience metrics from digital





KEYWEST TECHNOLOGY

place-based networks in a variety of venues, including: retail, airports, health clubs, gas stations, bars and restaurants, hotels, health clubs and stadiums. Specific companies mea-sured, included: Best Buy, CNN Airport Network, Zoom Fitness, Outcast/Pump Top, TouchTunes Interactive Networks, indoorDIRECT, The Hotel Networks, TargetCast, RMG Fitness, Outcast: Health Club Media Network, AMI and Access-360 AMNTV.

THE bIG pICTurEWhen a DOOH campaign successfully integrates all five of these ingredients, it will support the needs of corporate communicators, marketers, advertisers and network operators alike. They can impart information, influence consumer decisions and reap the rewards.

For those DOOH campaigns not tied to revenue genera-tion, assembling these five puzzle pieces is equally important. Together, they ensure a compelling message or important information will be de-livered to the targeted audience in a way that achieves the desired goal.

Regardless of the specifics of the cam-paign, setting goals, choosing the right hardware and software, successful deploy-ment, designing effective content and col-lecting, analyzing and responding to audience metrics will ensure that the thousands of dollars spent on the DOOH project will produce the return on investment that has become the hallmark of this emerging digital communication channel.





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T o those faced for the first time with deploying digital signage, and even to those who havesome familiarity with the process, the prospect of rolling out digital signage can seem overwhelming.

Not only may the technology of digital signage be new and a bit strange to the uninitiated, but there is far more to consider than simply the hardware and software. In fact, technology may be the easiest part to understand. Where things get a bit trickier is with other equally important aspects of the rollout and the ongoing care and feeding of this powerful communications medium.

In many respects, successfully deploying digital signage is like solving a puzzle. There are many pieces, and they must all fit together precisely the right

way if there’s to be a payoff. Unfortunately for those who don’t deal with digital signage on a daily basis, it can be tough to rec-ognize the pieces needed for success. The guidance presented

here should make identifying the pieces needed to succeed much easier. However, there is one caveat. The puzzle pieces presented

here are macro in nature. Getting into the minutia of successful digi-tal signage is beyond the scope of any single article.

All successful digital signage deployments share four common character-istics: a clear understanding of the purpose behind the rollout; compelling

content that attracts viewers, holds their attention and conveys a message; generating a satisfactory return on investment; and being mindful of key installation considerations.

What’s the raison d’être? The first step to making a digital signage deployment successful is knowing precisely why the system is being deployed. In other words, what is the reason for its existence? At first glance, the answer may seem simple. The signage system exists to communicate a message to the public. While concise and to the point on a basic level, that answer is simply too general to be helpful.

Digital signage can satisfy a variety of useful communications functions, including informational, way-finding, advertising, marketing, theme setting, entertainment or even interactive presentation. Each of these functions can be divided into tens, if not hundreds, of individual, quite specific applications. For instance, an informational digital sign could be used to display menu selections at a restaurant. It also could display arrival and departure times at airports, train stations and bus terminals or even deliver facts and figures to further understanding of the public visiting a museum exhibit.

Thinking about the reason a digital sign or network of signs exists at this level of detail lays the foun-dation for a successful deployment. Identifying the specific communications goal essentially creates a standard against which to measure performance.

Consider a deployment in a retail setting, such as a grocery store or a trendy clothing shop, where the reason the sign exists is to increase unit sales of a specific item by a certain percentage. Having such a goal makes it possible to measure performance, which in turn makes it evident when it becomes necessary to tweak content, reposition the sign and make other mid-course corrections to achieve the desired goal.

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These sorts of benefits aren’t limited to retail applications for digital signs. Wayfinding, informational and other types of digital signage deployments also can only truly be evaluated if there is a clear understanding of the purpose of a sign before it’s ever deployed.

Return on InvestmentWhether or not a digital signage deployment is considered to be a success often comes down to return on the investment. In other words, the dollars generated by the sign versus dollars invested in it over its useful life.

However, when it comes to digital signage determining ROI is rarely so cut-and-dried. For example, to maximize impact digital signage content must remain fresh. Therefore, the ongoing expenses of generat-ing that content that must be factored into the ROI equation.

An even larger, yet often overlooked, component of determining ROI is how communicating with digital signs impacts other expenses. Often in all but greenfield installations, digital signage will reduce or even eliminate the expense of printed signs. Without factoring in the impact of digital signage on reducing the dollars spent on traditional signs, it will be impossible to achieve an accurate reading of the ROI of digital signage.

In some applications, replacing the ongoing expense of print-ing multiple printed signs and backlit Duratrans transparencies with the one-time cost of installing digital signage can generate enough savings to pay for the entire digital signage installation within a couple of years. For example, a casino located in the Midwest was able to reduce its printing expenses to such a great extent by installing digital signage that it paid for its entire in-stallation in 18 months.

Digital signage can be combined with self-service technology to drive customer experience and satisfaction at the point of sale.

Benjamin Franklin popularized the notion that has become an idiom of our day, “a penny saved is a penny earned.” This has certainly been true for Prairie Meadows Racetrack who transitioned from conventionally printed and translucent back-lit signs to digital signage,

saving the facility more than $1 million over five years in printing costs.

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Finally, when considering ROI and digital signage, keep in mind that not all digital signage applications lend themselves to this sort of analysis. Quantifying the return on a sign used to welcome visitors in a corporate reception area or another used as an interactive digital directory in the lobby of a building may not be possible to do in terms of dollars and cents, even though both deliver real benefits.

Content ComponentContent is often described as being “king” when it comes to media, and that’s cer-tainly the case with digital signage. With-out content that engages an audience and delivers fresh, pertinent information, a digital sign might as well display reruns of “Gilligan’s Island.”

Not stranding an audience on a desert isle of digital pabulum requires con-stant attention to content. Keep these tips in mind while developing digital signage content: First, all content considerations should start with the brand in mind, followed by goals, initiatives, and objectives. Only then can a creative content strategy that delivers on the brand promise be developed.

Next, think outside of the box. Each content campaign begins with a blank digital canvas; how that canvas is used to execute the vision for a campaign is only limited by the imagination. Third, know your audience. Getting “lost in translation” is a very real pitfall and can derail a well-executed campaign.

Fourth, less is more. A good campaign delivers a targeted message via an innovative, clean and easy-to-read approach. Images should captivate; text should be concise and dwell times –the period informa-tion is on screen- should give the audience enough time to absorb the message without losing interest. Lastly, research the styles, designs and trends being used in other signage applications.

It’s also important to recognize that digital signage content development is an ongoing effort. Failure to keep content fresh will result in a sharp falloff in the effectiveness of digital signage. Thus, for a deployment to be successful, there must be a commitment to con-tinuing content development.

Installation AdviceA good deal of the initial success of digital signage deployment depends upon installation. With literally thousands of digital signage installations completed over the past decade, we’ve learned some valuable les-sons that can make deployment significantly easier.

First, don’t take on digital signage as an IT project alone. Some overburdened but wellmeaning IT professionals have all but eaten digital sig-nage projects alive. To be sure, the Information Technol-ogy departments are hugely responsible for the smooth operations and security of corporate IT technology, but

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looking at deployment of a digital signage network only as an extension of the IT infrastructure is a mis-take in certain corporate scenarios. Doing so can create unnecessary performance limitations and endless project delays. Most often, digital signage can be installed and wired outside the corporate network, which mitigates security or other concerns. Encourage your IT manager to work with a knowledgeable digital signage system integrator to head off IT-centric issues before they happen.

Second, assign someone to be responsible for the project. Having one individualtake ownership of the project will minimize the impact of the problems that inevitably happen with any complex undertaking. It also will eliminate the deleterious effects of management by committee. With a single person in charge, there’s no chance of conflicting instructions from multiple people leaving a system integrator exasperated and the project delayed.

Third, know the desired locations of the signs. While this seems elementary, it’s oftenoverlooked, or at least not thought through with the specificity that’s required. Knowing exactly where flat panel displays will be located, allows locating digital signage content players where they’re needed; per-mits integrators to plan cable runs; and, perhaps most importantly, minimizes the delay and expensive involved with “change orders.” It also will make it simpler to identify the type of mounting that will be required for the panels, the condition of the wall and wall studs that will bear the weight of the display, the availability of electrical power and the impact of ambient light on the readability of individual signs.

Fourth, work with installers who have general contractor capability. Digital sig-nage installation is messy. Drywall and plaster may need cutting. New power outlets with isolated grounds may need to be installed. It is even possible that structural modifications, ranging from relocating HVAC ducts to reinforcing walls, may be required. Working with a digital signage installer who can serve as a gen-eral contractor will make it easier to bring together the diverse group of tradesmen that might be needed.

Finally, remember the future. Failing to keep future expansion in mind at the time of the initial installation can be costly. Not looking to the future, might mean parts of the network supporting the digital signage deployment may need to be replaced before they’ve been amortized.

Recognizing the pieces needed to assemble the digital signage puzzle is a critical first step towards ensur-ing deployment will be successful. Knowing precisely why a sign or signage network exists helps in defining objectives against which to measure performance. Developing compelling content ensures an audience will actually connect with the sign and take something away that’s useful. Evaluating the return an enterprise can expect on its investment in digital signage technology and content will reveal whether or not the un-dertaking is worthwhile before installation ever begins, and understanding how to go about installation will eliminate unnecessary headaches.

It’s easy to understand why so many businesses, in-stitutions, and governmental agencies are attracted to digital signage. It is among the most powerful media available today. However, to ensure digital signage reaches its full potential, it is necessary to become a bit of a puzzle master. Mastering the puzzle pieces laid out here is a good first step on the path to successful digital signage deployment.

Keywest Technology works through a nationwide network of authorized resellers who provide expert system integration.

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About the sponsorKeywest Technology is an authentic developer of digital signage technology and a full-service provider offering solutions from simple playback to large multi-sign and interactive networks. Keywest builds systems with a holistic approach that includes key software technologies, creative design, system design, and comprehensive network-managed services. Based in Lenexa, Kansas, the company is dedicated to making business communication as enjoyable as a day at the beach. For more information, visit www.Keywest-Technology.com. Or, simply call 800-331-2019 or email [email protected] for expert digital signage assistance.

About the AuthorDavid Little is the marketing solutions manager and owner of Little & Associates LLC that specializes in digital marketing techniques. David developed a strong background in emerging digital technologies as a system engineer during the advent of digital video before becoming involved with marketing in the high-tech industry for the last 18 years. Today, he enjoys applying his marketing insight to solve business problems, create solutions, and enhance customer experiences. Connect with David on LinkedIn: https://www.linkedin.com/in/davidblittle





DIGITAL SIGNAGE OFFERSAN ENVIRONMENTALLY FRIENDLY WAYTO COMMUNICATE THAT’S EFFECTIVE,

EFFICIENT AND GOOD FOR THE BOTTOM LINE.Since November 2009 when emails emerged from the

University of East Anglia in the UK throwing into question the

veracity of data supporting the theory of manmade global warm-

ing, public discourse about the idea that greenhouse gasses gen-

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mately will raise global temperatures to threatening levels has

become highly contentious.

As a consequence, where the concept of

being “green” once was looked upon as

admirable, the disputed science of global

warming has, in the minds of many, cast a pall

of suspicion over anything labeled as “green.”

However, regardless of the charges and coun-

tercharges over the science behind the theory

of global warming, few could dispute the broader

notion that protecting the environment is essential

to the health, well-being and survival of this planet’s inhabitants.

This white paper examines the topic of being “green” in the con-

text of digital signage. It does not seek to address whether or not

manmade global warming exists, if there were ulterior motives

behind the proponents of that theory, or how –or even if- politicians

should respond. Rather, this paper explores how digital signage can

minimize the environmental impact of communicating with the pub-

lic, specific steps to take with digital signs to ensure the environ-

mental impact of their use is minimal, and most importantly the

concept that employing “green” strategies with digital signage is a

wise business decision.

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KWGreening WhitepaperInside.qxd 2/16/12 10:35 AM Page 1

With this knowledge, it will be possible to reap the numer-

ous benefits communicating via digital signs offers while

simultaneously taking steps to conserve precious natural

resources and protect the environment.

GREENING BASICSOften when the environmental impact of digital signage is men-

tioned, some valid, but rather well-worn, assertions are made.

First, when compared to printed signs, digital signage appears far

greener. Digital signage messaging, which can be updated easily,

eliminates the need to print new signs over and over as messag-

ing necessities change. The fewer the signs that get printed, the

fewer the trees that need to be cut, transported to mills,

processed and made into paper. Additionally, with digi-

tal signage there is no need for inks and chemical coat-

ings as with printed signs.

Waste disposal is also a common environmental con-

cern with printed signs. Cutting out the need to replace

printed signs eliminates the energy needed to dispose of

or recycle the signs and —to the degree printed signs

aren't recycled— the impact of adding tons more paper,

plastic, ink, chemical coatings and paints to landfills.

Another benefit to the environment is the

ease with which digital signs can be updated.

Sending new messages out via a digital sig-

nage computer network eliminates travel

required to physically visit the location of

each sign, which is necessary to replace old

printed signs with new versions. Eliminating

the transportation component reduces pollution and thus the impact

of signage on the environment.





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With digital signs,updating ads and promotions is a matter of a few keystrokes.


But these considerations are only one element of the green

equation. There’s also the impact going green can have by

reducing or entirely eliminating certain expenses.

GOING GREEN –A SOUND BUSINESS STRATEGYGoing green with digital signage isn't simply a matter of reducing

the environmental impact of communicating with the public; it

makes good business sense. While that may seem a bit surprising,

upon closer examination it becomes clear that communicating with

digital signage can be less expensive than doing so with the print

alternative. Interestingly, what makes it cheaper also makes digital

signs more environmentally friendly.

What ties economy and being green together is the ability of a dig-

ital sign to display countless messages, which is something that would

require innumerable, printed signs. Consider a casino that relies on

backlit transparent signs to promote specials, entertainment acts and

other features. In this instance, the sheer quantity of signs needed to

tell patrons about frequently changing entertainment acts and spe-

cial offers along with the expense of the backlit signage medium make

using digital signs a cost-effective alternative.

With digital signs, updating ads and promotions is a matter of a few

keystrokes. Equally important is eliminating the need to manufacture

the transparent plastic film and specialized inks required to print

backlit signs. Digital signs also answer the question of proper dispos-

al before it's even raised. Obviously, the specific type and expense of

printed signs in use will impact when the financial break-even point

is reached by choosing the digital alternative, but in the example of

a high-volume signage use like a casino it can be two years or less.

Closely related to the cost benefit of digital signage vs. printed

signs is something that could best be described as "message per

meter." Digital signage networks have an innate ability to playback





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multiple pages —one after another— in an endless sequence

just as a TV channel plays back a ceaseless lineup of enter-

tainment, commercials, news and other content.

That ability means a theoretically unending sequence of desired

messages can be played back on a digital signage network in a finite

space. It's almost silly to conjure up how printed signs would do some-

thing similar —wallpaper the entire planet? Clearly, when it comes to

the number of messages communicated per meter (or whatever unit

of measurement desired) of space, digital signage is the clear winner.

From the perspective of being green, winning the

"messages per meter" crown makes digital signage

a far more environmentally friendly and aesthetical-

ly pleasing alternative. From a business perspective,

the ability to playback the sequence means more

goods and services can be promoted per unit of wall

space, which should positively affect sales.

When it comes to actually producing the message

to be communicated, digital signage is a better busi-

ness and environmental approach. Whether it's print-

ed or digital signage, there is a pretty well estab-

lished workflow to creating a message. The former

requires transport of people and actual end product at several points

in the process. From the moment paper stock arrives at a printer till

the time someone in an organization —or an outside contractor—

actually hangs the finished printed sign, transportation never ceas-

es, nor does the environmental impact of that transportation.

On the other hand, the digital signage workflow is far more effi-

cient. There literally is zero transport of physical media and people

required between the point of origination of a digital signage page

and where it's displayed. Cutting out all of "the middlemen" needed

from concept to delivery in the print workflow makes digital signs





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an attractive alternative from a productivity point of view,

and reducing the transport of people and materials makes dig-

ital signs the greener choice.

Add to the efficiency equation the ability of some digital signage

software applications to extract specific information from existing

databases and facilities management software packages to automatically

create digital signage pages, and the positive impact digital signage can

have on the productivity of an organization becomes even clearer.

MINIMIZING ENVIRONMENTALIMPACT OF DIGITAL SIGNAGE

While digital signage offers certain advantages over printed signs

from the standpoint of environmental protection, that’s not to say the

digital medium isn’t without its own set of environmental concerns.

Among the most serious are power consumption and the associated

environmental impact of producing the electricity needed to drive the

displays and computers that feed them; the use of hazardous materi-

als in the production of digital signage displays and computers; and the

impact of display and computer disposal as well as that of the packing

materials needed to ship the devices to their locations safely.

DISPLAY POWER CONSUMPTION: On the display side of the

equation, the growth of LED

technology for backlights pres-

ents an alternative to fluores-

cents and has made it possible

for display manufacturers to employ new power savings strategies,

unavailable with fluorescent backlights, in an increasing number of panels.

One such strategy is the use of Pulse Width Modulation, which can

be used to vary LED power consumption and brightness. A simple way





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to evaluate energy efficiency is

to get familiar with the govern-

ment’s ENERGY STAR program as

relates to monitors. It’s also wise in

many applications to turn off individual

digital signs or all the signs on a net-

work after hours to save energy.

DIGITAL SIGNAGE PLAYER POWER CONSUMPTION: The other power draw in a digital signage system is the player —typ-

ically a computer running dedicated software. Here, a few alternatives

are possible to minimize power consumption, depending upon the

application. Embedding the computer in the actual digital signage dis-

play can produce power savings —simply by eliminating an entire com-

puter monitor and other redundant pieces of hardware, such as a sec-

ond video card. Even if using an embedded computer is not possible,

certain things can be done to minimize power consumption of a stand-

alone system, such as replacing spinning disks with solid-state disks.

SSDs also require less cooling, which can translate into power savings.

HAZARDOUS SUBSTANCES: In July 2008, an article in New Scientist magazine based on

research by a University of California-Irvine professor set off alarm

bells in the press about NF3, a gas used in the production of LCD

panels, solar panels and integrated circuits. According to the article,

the gas has thousands of times the affect on the atmosphere as a

comparable amount of carbon dioxide.

But as a Columbia Journalism Review article said in August 2008,

the media hyped the findings and distorted the impact of NF3 on the

environment —mostly because of the small quantity of the gas being

released into the atmosphere. The article quoted Michael Prather, the





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A simple way to evaluate energyefficiency is to get familiar with thegovernment’s ENERGY STAR programas relates to monitors.


professor responsible for the study, as saying: “It’s not a big deal

by itself,” Prather said in an interview. “We’re looking at less than

half a percent [the impact] of CO2. Is it the most important thing?

No. But it should be in the market basket. And it should be monitored.”

Regardless, hazardous substances used in digital signage players

(computers) and fluorescent backlights are legitimate concerns with the

former using components with lead and cadmium content and the lat-

ter containing mercury. On the positive side, however, the European

Union has established its RoHS (Restrictions of Hazardous Substances)

directive restricting the use of six hazardous materials, including lead

and cadmium. Further, California has enacted its own restrictions on the

use of certain hazardous materials in electronics manufacturing. Such

efforts have and will continue to make digital signage greener.

DISPOSAL AND WASTE: One way to minimize the impact of disposing digital

signage components is to extend their lives. Doing

things like choosing longer-life backlighting options,

such as LED technology, and limiting monitor use to

the time of day when, for example, a store is open or

an air terminal is actually in use, can lengthen life.

Additionally, donating old displays to charity not only

can benefit worthy organizations but also keep pan-

els in use and out of landfills. In fact, many communi-

ties will not accept monitors and computers as waste.

Finally, the fragility of monitors and computers

makes proper packing material essential for safe

transport. Asking about the use of recycled packing material and recy-

cling that material after delivery of panels and players is also important

for those wishing to make their digital signage installation as environ-

mentally friendly as possible.





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STRIKING THE RIGHT BALANCE The Screen Forum, an independent working group focused on

sharing best practices in the digital signage industry, has released a list

of one dozen steps aimed at ensuring digital signage networks deliver

the maximum impact with the minimum affect on the environment.

The steps, available on a popular news portal http://www.

prweb.com/releases/2010/05/prweb3948684.htm, are a well-rea-

soned list of prescriptions for minimizing the impact of digital sig-

nage networks on the environment. While the list is publicly available

on the Web and self explanatory, one aspect of the Screen Forum’s

12 steps is particularly fascinating and worthy of consideration.

Achieving balance underpins much of the list —the balance between

environmental impact and performance; the balance between

achieving communications goals and doing so in a way that does not

diminish, or is sympathetic to, nearby landmarks; and the balance

between fulfilling its main purpose as digital signage and giving back

to the community by promoting environmental awareness.

Balancing performance and environmental impact

touches many phases of digital signage network rollout

and operations. The concept laid out in the steps seems

to focus on drawing a distinction between saturation and

sufficiency. Many of the steps advocate doing no more

than is necessary to accomplish the desired mission of

communications. Limiting the number of computer com-

ponents, the size of the network and number of displays

therein as well as the power requirements of the network

seeks to balance the task at hand with the environmental cost of

accomplishing it.

Achieving equilibrium in terms of digital signage performance and

placement vis-à-vis nearby landmarks gets at the most basic of





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http://www.prweb.com/releases/2010/05/prweb3948684.htm

environmental concerns, namely impacting the locale in

which the sign hangs. The concept is akin to the stark contrast

between states that have outlawed or restricted placement of

billboards along highways and driving down the Las Vegas Strip. The

Screen Forum’s admonition balances the legitimate desire to com-

municate important messages via digital signs with the need to

appreciate the surroundings of the signs and minimize whenever

and however possible the likelihood of the sign’s detracting from

their local environment.

Acknowledging the opportunity to use the network —if even only

on a periodic basis— to raise the awareness of the public about

environmental concerns is particularly fascinating because it

recognizes there’s far more to a digital signage network than hard-

ware and software. In fact, the reason for being of any digital

signage network is to communicate messages —often finely

defined, narrowcast communications. Balancing that mission with

the unrelated goal of communicating to the public about environ-

mental concerns recognizes that there’s more to communicating

successfully than a well-defined message. It’s almost as if the

Screen Forum transplanted the concept of public service

announcements from the television medium to the arena of digital

signage, except digital signage networks have no government-

mandated public service obligation to fulfill.

DIGITAL SIGNAGE: A GREEN MACHINEWithout question, few people would commit to digital signage as a

communications medium solely on the basis of its environmental

impact. Digital signs must fulfill their primary function, namely effec-

tive communications, or they are of little use to marketers, advertis-

ers and other professional communicators. That being said, there

is no reason why their environmental friendly status shouldn’t





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be considered as another strong reason to consider replac-

ing traditional printed signs where appropriate.

The green nature of digital signs offer communicators an

opportunity to shrink the amount of plastic, ink and chemical coat-

ings introduced into the environment, a way to reduce the number

of trees cut for paper products, and eliminate the transportation

emissions associated with the entire workflow chain from producing

to displaying and ultimately replacing printed signs.

Beyond these benefits to the environment, going green via digital

signage also positions communicators to realize cost savings, enhance

productivity, improve responsiveness to changing communications

requirements and make more efficient use of display space. This syn-

ergy between the environmental and business benefits of digital signs

contributes to a healthier world and a more profitable bottom line.

However, simply replacing printed signs with their digital

equivalents isn’t enough to reap these benefits. Digital

signs have their own set of environmental concerns,

such as power consumption and the use of certain

toxic or greenhouse gas producing chemicals in the

production of displays and electronic components.

However, with proper planning electrical consumption

can be diminished, and industry efforts to remove

elements like arsenic and cadmium from computer

components are reducing the release of these

chemicals in landfills.

Often businesses and their employees seek ways to be greener as

they pursue their objectives but find it difficult to identify concrete

steps they can take. For professional communicators, however, there is

a greener way to disseminate vital information. That means is digital

signage —a powerful medium that’s also environmentally friendly.





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KW White sheet Pitfall.qxd 10/13/08 8:44 PM Page 1

A dding a digital signage network to an organization’s

communications mix can reap a variety of rewards,

including increased sales, greater employee satisfac-

tion and instant dissemination of critical information,

such as emergency warnings. In fact, the benefits are as diverse as

breadth of applications for digital signage.

It’s no wonder then that corporations, retailers, government agencies,

hoteliers and arena and convention center management firms, to name

a few, are relying increasingly on digital signage to advance their com-

munications goals. However, adding a network of digital signs isn’t a

commitment that should be made without considering the ramifications

of the decision. Quite a chasm exists between committing an organiza-

tion to adding a network of digital signs and actually executing the

installation and accruing the benefits envisioned.

Frequently, organizations that are

new to digital signage encounter

unanticipated problems that could

have been avoided with a little fore-

knowledge. Over the years, Keywest

Technology has observed many new

digital signage users experiencing

the same pitfalls over and over again.

In an effort to help others avoid these issues, Keywest Technology has pre-

pared this white paper. Not only does this paper identify the 10 most com-

monly encountered digital signage traps, it also offers practical steps

organizations can take to avoid falling victim to these perils. Keeping these

Top 10 Digital Signage Pitfalls in mind as you plan your organization’s new

digital signage network will make the experience smooth and rewarding.






NO. 1: LACK OF A CLEAR PURPOSESomeone in your organization, has read digital signage can make

marketing messaging more effective. It can reach potential cus-

tomers at the point of purchase, promote desired behavior, target

different demographic groups associated with different times of the

day, and do so many wonderful things.

But what exactly does your organization need to accomplish with

digital signage? That’s the seminal question. Without clearly defin-

ing the purpose of a digital signage network, it is impossible to find

success in any phase of its deployment or use.

Taking the time up front to define

the expectations for the system

and write them out on paper for the

approval of key management will

provide direction and focus effort

on attainable goals. Struggling to

fulfill a nebulous purpose for the

digital signage network will rack up

unnecessary expense and leave

everyone connected with the

project frustrated.

NO. 2: TAKING ON DIGITAL SIGNAGE AS AN IT PROJECT“Digital signage network,” the very words sound IT oriented. While

there’s a lot of IT technology involved with digital signage, taking on

a digital signage network as an IT project is dangerous.





There’s a powerful temptationon the part of IT managers to look at digital signage playback as if it were aMicrosoft PowerPoint presentation. It isn’t. {


While highly skilled, the typical IT

manager does not have the back-

ground nor the experience needed to

roll out a successful digital signage

network. There’s a powerful tempta-

tion on the part of IT managers to look

at digital signage playback as if it

were a Microsoft PowerPoint presen-

tation. It isn’t.

PowerPoint does an excellent job at making business presentations, but

how many TV stations rely on PowerPoint to create and playback the pro-

grams, commercials, news and promotions you see nightly? Exactly zero.

With respect to playing back video, graphics, text and animation, layering

multiple visual elements and building and maintaining a playout schedule,

a digital signage network is much more like a TV station than a boardroom

with a projector and a PowerPoint presentation. Keep that in mind if an IT

manager volunteers to take on your organization’s digital signage project.

NO. 3: LACK OF CONTENTCongratulations. You have a digital sig-

nage network. What are you going to

display? Having a digital signage net-

work without content is like having a

newspaper without print. There’s

just a whole lot of nothing and over-

whelming sense of emptiness.

Communicating in some form must be part of the reason

behind the decision to add a digital signage network. However, there is no

communication without content. Fortunately, many organizations have






existing resources to draw upon that can be repurposed as digital signage

content. Logos, commercials, promotional video, print advertising, plans

and drawings can all be reused in whole or part to communicate a mes-

sage on a digital signage network.

Additionally, RSS Internet feeds are

a tremendous resource for updat-

ing a digital signage network with

fresh “newsy” content, weather

and sports scores that can give an

audience a reason to take a second

or third look.

Regardless of where it comes

from, content is critical to the success of a digital signage network.

Knowing where it will come from is as important as actually having

the digital signage network in place.

NO. 4: NO ONE ASSIGNED TO MANAGE THE PROJECTWhile it’s not like designing the International Space Station, putting

a digital signage network in place can be a complex undertaking. For

that reason, it’s essential that any business or organization taking

on a digital signage network assign someone to manage the project.

Having an individual identified to own the project will minimize the

impact of the unforeseen problems that inevitably creep into any

complex undertaking.

Just as bad as having no one assigned to manage the project is its

closely related cousin: management by committee. Offering up con-

flicting directions from multiple individuals will leave your system

integrator bewildered and your project incomplete.





Having an individual identified to own the project will minimize the impact of the unforeseen problems that inevitably creep into any complex undertaking. {


NO. 5: NO ONE TO UPDATE CONTENTWhile RSS feeds and subscriptions to news wire services are two

sources of fresh information for a digital signage network, where

will updated content conveying your company’s specific messages

and current offerings come from?

A digital signage network that attracts attention has an insatiable

appetite for fresh content. Thus, it’s essential that an organization tak-

ing on a digital signage network assign a qualified, competent person

to the task of creating that content. Without someone in charge of the

network’s content, the text, graphics and video being displayed will

soon grow tired. Stale content will have the opposite of the desired

result for a digital sign. It actually will drive viewers away and impart a

sense of “been there, done that” that will be difficult to reverse.

NO. 6: TAKING THECHEAP WAY OUTThere’s nothing wrong with being

budget conscious about a digital

signage installation; however,

selecting products, including dis-

plays, controllers and software, and

services like content creation sole-

ly on their price tags can result in a

system that in the long wrong will

cost an organization dearly.





Spending money on an inexpensive system just because it’s cheap could cost a business or organization farmore than the money saved in lost opportunities. {


Systems designed solely on the price of the components miss

the point. Digital signage networks are about communicating

information –perhaps a marketing message, maps and direc-

tions or instructions- to their intended audience. Spending

money on an inexpensive system just because it’s cheap could

cost a business or organization far more in lost opportunities

than the money saved.

NO. 7: NOT KNOWING THE LOCATIONS OF THE SIGNSKnowing where your organization wants to locate the flat panel mon-

itors in its digital signage network is important for a few reasons.

First, locating the digital signage content players needed depends on

where the sign or signs they’re controlling are located. The length of

cable runs between player and sign must be taken into account.

Clearly defining the location of the signs will allow you to minimize

construction/renovation expense and avoid paying for “do overs.”

Second, understanding exactly where the signs will be positioned will

make it easier to understand what will be needed to mount the flat pan-

els in use. Are wall studs available where a sign will be located? Or, will

a freestanding structure be required? What’s the condition of the wall

studs? Is electrical power available? What’s the status of ambient light

sources? Will a window or skylight need to be shaded to reduce glare?

Third, not knowing where the signs need to be located may be a

symptom of a bigger problem, namely not having a clear idea about

the purpose of the

digital signage

installation.






NO. 8: INSTALLERS WITHOUT GENERAL CONTRACTOR CAPABILITYInstalling digital signage can be messy. Drywall and plaster may

need to be cut. New electrical plugs with isolated grounds may need

to be installed. Beyond those obvious construction challenges, less

apparent structural modifications may be required. Those can vary

from relocating HVAC ducts to re-enforcing walls.

For that reason, choosing a digital signage installer without the skill

and experience to serve as a general contractor for the project can be

a big mistake. Depending on the specific installation, it’s not unreason-

able to assume carpenters, electri-

cians, plumbers and even heating

and cooling contractors might

need to be involved to make neces-

sary structural modifications.

Having an installer who can serve

as a general contractor to bring

those diverse resources together

and manage them properly can

save lots of time and expense.

NO. 9: FAILING TO ALLOT ADEQUATE TIME TO LEARN THE SYSTEMFar too often, the people responsible for new digital signage installa-

tions at businesses or organizations are so excited about their systems

that they can’t wait to show them off to upper management. After all, a

significant sum of money went in to making the digital signage network

a reality. So showing it off as soon as possible only seems natural.





Failing to allocate sufficient time to learn how to use the system not only could be embarrassing in front of management, but disastrous to your communications efforts with the general public, if they’re your first audience.

{


However, creating content for a digital signage system, scheduling it and

making changes to playback along the way require some skill. It takes

time to be properly trained to use a digital signage network. Failing to

allocate sufficient time to learn how to use the system not only could be

embarrassing in front of management, but disastrous to your communi-

cations efforts with the general public, if they’re your first audience.

NO. 10: FAILING TO KEEP FUTURE EXPANSION IN MIND AT THE TIME OF INITIAL DESIGNDesigning yourself into a box when first contemplating a

digital signage network can be costly. Without casting an

eye towards future needs, it’s possible that portions of

the network might need replacement before they’ve

been amortized to accommodate expansion.

Without exception, experience shows that businesses and organi-

zations that fund the addition of digital signage networks express

interest in expanding their systems after they’re installed.

Taking these lessons to heart as your organization proceeds

with its digital signage rollout will maximize the odds that the

goals envisioned for the system will be met. Failing to do so will

result in wasted time, resources and money. Even more impor-

tant are the missed opportunities to communicate an organi-

zation’s message because of being mired in avoidable problems.

Keywest Technology has years of experience guiding those who are

new to digital signage on a path that avoids these traps. Simply con-

tact Keywest Technology when your organization is contemplating

adding a digital signage network to benefit from our experience and

navigate around the pitfalls.





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Documents

09KW Gaming WhitepaperInside.qxd 5/8/09 10:40 AM Page 1 · 2018. 11. 5. · KEYWEST TECHNOLOGY WHITE PAPER offset the cost of a digital signage network. Some casinos and gaming facilities