Digital SignagE Hardware I Need to Know I

Digital signage is a rapidly growing sector of the sign industry.Sophie Jones roots out the industry experts on thetechnologically advancing hardware that is powering this market

ware wing, nonetheless, the com-panies that do not consider thatcustomers' needs may be best servedby digital signage could very well bemissing out on crucial and lucrativebusiness. Also, as industry across theboard becomes more digitised, a moveto providing digital signage as an extra

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service may make more financial sensethan anticipated.

Moving into mainstreamJanice Fairfield, managing director ofdigital signage supplies distributor,Fairfield Displays and Lighting,concurs, saying: "Digital signage isbecoming more and more mainstream.As all artwork is now digital, it is anatural step to put images onto screens,and sign companies are becoming morecomfortable using the technology. Asnetwork systems have come down inprice and wifi is available in the maj-ority of outlets, more customers aregoing down this route."

However, the first move is toidentify what kind of signage yourcustomers may be looking for, in termsof the actual nuts and bolts hardware;size, resolution, and the applicationrequired of the digital screen. Fairfield

It is hard to ignorethe vast amount ofdigital signagethat has made itsway into oureveryday lives,even in our retailexperiences

has noticed that advances in digitalsign age technology are happening allthe time, which can often throw up theideal solution to a customer problem.

For example, she says: "There hasbeen a major improvement in the bright-ness of screens for use in windows. Inthe past standard screens were 450 to500nits (a unit ofluminance equivalentto one candela per square metre)designed for standard commercial 2417use, the LG Shine out screen at 700nitshas also been a good option andexcellent value in the past. But screensare constantly getting brighter and theprices are coming down."

Fairfield continues to say that, inorder to keep up with customers' everadvancing needs-such as digitalsignage that supports both outdoor andindoor applications-the company hascontinued to invest in varying ranges ofdigital signage screens, from various

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I Need to Know I Digital Signage Hardware

high-end digital hardware providers.She says: "Fairfield now has a 32"

1,500nits screen which is a useful sizeand a lot cheaper than the largerscreens. From September Samsungwill be launching 24" screens whichwill be available at 1,500nits bright,while 40" screens of 2500 are alreadyavailable. It is not only the hardwarethat is changing; the software is alsogetting much easier for people to use.

"In addition to the interior screens,we now have a range from 32" thathave been designed to use outdoors.These screens are completely weatherproof and will open up a totally newmarket for using digital signage. Thescreens are 1,500nits bright and looklike large tablets.

"Currently the most popular screensare the Peach Media Players and PeachSmart Screens. These screens areavailable from 19 up to 55" and comewith their own software packages. Theunits are between 450 to 500nits brightand are ideal for all internal use, andfor displaying images after dark in thewindows. It is an attractive screen thatlooks like a large iPad."

As digital signage becomes increa-singly interactive, says Fairfield, she

fically flat panel display solutions,including a range of digital signageoptions, from video walls and TFTLCDs, to touch screens and translucentdisplays.

Crystal Display Systems is keen topoint out the various different marketsdigital sign age can cater to, and itsspecially created screens take intoaccount the idiosyncrasies and needsof each market, as well as generalimportant factors, such as ease-of-useand management, high quality display,

Factoid: The Digital Signage Federation, the DigitalScreenmedia Association; the Digital Place-basedAdvertising Association, and OVAB Europe are some of thenon-profit industry trade groups representing firms andprofessionals in the digital signage market.

sees that smaller digital signagescreens in particular will benefit fromadvancing technology, as the adver-tising and retail industries begin towake up to the opportunities andflexible applications of interactivescreens.

However, even with all the aboveoptions, Fairfield warns sign-makers totreat each customer as they would oneasking for an interior printed banner oran outdoor Dibond sign, saying: "Themost important thing to consider is toget the brief correct in the right placeand not just go for a cheap screen. Thescreen that you use in a window will betotally different from a screen used inthe interior."

Crystal clear signageAnother company on the block keepingahead of the game in terms of digitalsignage hardware is Rochester-basedCrystal Display Systems. The companydesigns, distributes, and resells speci-

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and running costs. For example, itslatest range of low-cost LED monitorshave been specifically designed to helpcasinos and gaming operationspromote themselves.

The low-cost LED screens feature anarrow bezel, a built in media player,and HDMI inputs, and are available insizes from 32 to 82".

"We introduced these monitors at alow cost directly from stock so thereare no delays plus these units are verycost effective," says Chris Bartram,managing director for Crystal DisplaySystems, who continues: "Unlikestandard monitors, these units comewith built-in commercial media playersthat allow users to update contentlocally, which saves on expensivenetworking and maintenance. Thisresults in a very cost effective andeasy-to-use solution."

Proving that Crystal Display Sys-tems has taken into account the specificmarket these screens cater to, these

Foirfield Displaysand Lighting'sPeach SmartScreens are themost popular inthe range, and areused here in achemist

The SlimlineDisplay fromCrystal DisplaySystems is astandalone digitaladvertising solutioncombining thelatest LCD displaytechnology andHD media players

monitors come unbranded and haveunrivalled brightness and contrast forstriking advertisements due to the LEDbacklit technology. In an intelligenttechnological addition, which isstarting to appear on many digitalsigns, the screens feature an ambientlight sensor, which automatically adj-usts brightness to reduce powerconsumption and costs, as well asoptimising readability.

"As well as having a range of AVinputs, these displays also have built-inhigh-definition media players thatallow you to run content directly froma USB drive," continues Bartram. Headds: "Load your pictures and videosonto a USB memory stick then insertthis into the display. The screen willthen start playing the pictures andvideos in a continuous loop."

Another media addition, which addsa new level of interaction for thepublic, is the inclusion of a pair ofintegrated slim-line speakers on the flatscreen. When combined with otherscreens as part of a tiled video wall-using a built-in matrix processor-thiscreates a sharp and engaging video andaudio experience.

Bartram concludes: "These displaysfeature a powerful interface supportinga wide range of audio and video inputssuch as HDMI, VGA, DVI, RGBIHVand YPbPr and also include secureindustry-standard BNC connections."

Catering to a not-so-niche market,another recent addition to Crystal Dis-play Systems' arsenal is the SlimlineFree Standing Digital AdversingDisplay, which is a standalone digitaladvertising solution combining thelatest LCD display technology and HDmedia players.

The commercial grade, extra brightLCD panel allows the screen to be inconstant use, with a wide viewingangle and no visible buttons, controls,or branding on show which preventsdistraction from the message oradvertisement displayed. The screenalso features a tempered glass face,rounded comers, super-slim profile,and aluminium surround to create anattractive, 'tablet-like' exterior.

The benefit of using a digital screenwith an inbuilt media player is in thesimplicity of installation and therelative ease of passing the runninginformation over to the customer. Asthe company says, the freestandingscreen can be updated simply by usinga USB memory stick.

To run your customer's adver-tisement on the screen, it says: "Loadyour pictures and videos onto a USB

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memory stick then insert it into thedisplay, which will copy the files intoits internal flash memory. Once youremove the memory stick the screenwill then start playing the pictures andvideos in a continuous loop."

In addition to the simple running, thecompany goes on to say that theSlimline Freestanding Digital Posterscome with free scheduling software,allowing a company to display diff-erent content at different times of theday. Image display durations andtransition effects are included forfurther customisation.

Bartram continues: "For example,a restaurant can create three dailyschedules; the breakfast menu in themorning, lunch menu in the aftemoon,and the dinner menu in the evening. Ifyou prefer to keep it simple you canupdate the screen directly withoutusing the software."

There is an additional option todisplay a 'ticker tape' style scrollingmessage to highlight promotions oroffers. Finally, the screen features aneco-friendly power timer to controlwhen the sign is on or off during theday or week, meaning energy is notwasted when the screen does not needto be on, and running costs aredrastically cut.

A spoonful of sugarAmscreen is a rather more globally-known name in the signage world. Thismight have something to do with itsmanaging director, Simon Sugar, beingthe son of global entrepreneur and TVpersonality Sir Alan Sugar. Celebritystatus aside, it is still unsurprising thatthe company's focus on simplicity, andcost-effective digital signage solutionshas made it a well-known name andproduct in the digital signage market.

Amscreen can boast over 6,500digital screens worldwide, with well-known clients from Tesco to BP andWH Smith, which is impressive when

Amscreen's clientGarmin installed anumber of screensto improve itsemployee internalcommunications

Amscreen offersfourdigital signagescreens up to this70" outdoorscreen, which canbe positioned bothhorizontallyandvertically

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you consider its portfolio consists ofonly four screens in different sizes-the 24", 40", 40" display unit, and 70"outdoor screen-all of which featurethe company's unique plug and playsolution, with no additional Wi-Fi setup or wiring required. Following a par-nership with Sharp Devices Europe,Arnscreen has also jointly developed anew high bright LCD module, featuredin each screen.

Working on Fairfield's advice thatyou let the brief or environment dictatethe screen, Amscreen has simplified

Amscreen also offers a range ofcustomisation options allowing eachclient to make the most of their screens,manage the network, generate addi-tional revenue in otherwise unusedspace, and receive unique audienceanalytics.

The beauty of Amscreen's solutionsis in their simplicity and flexibility,with the ability to be used in a varietyof sectors such as retail, automotive,hotels and healthcare. They also covervaried applications, from digital menuboards and posters, to digital point-of-purchase fixtures, and employeecommunication screens.

For example, Garmin is one ofAmscreen's biggest customers, andrecently invested in a number of screensto overhaul its employee communication.

Paul Atherton, commercial directorof Amscreen's digital solutions,comments: "So what we've done withGannin is put screens in place thatoperate over the mobile phonenetwork. Therefore there's no need forhard wiring or wifi. We plug ourproducts in and that makes them reallysimple to operate.

"We've also created a number oftemplates for Gannin. What that allowsyou to do is have local access at a man-agement level to even celebrate thingslike birthdays and give recognition to

" It has been a fantastic tool interms of communicating with staff "

screens down into general envir-onments where they might be suited.For example, the DS24 is the smallestavailable screen, offering what thecompany terms an 'up close andpersonal' feel, which Amscreen says ismost suited to interactive environ-ments, such as retail stalls, banks, andhotels.

The DS40, however, is more suitedto larger environments for maximumimpact. With the added benefit of beingable to operate horizontally or ver-tically, the screen is better seen in largerretail outlets, entertainment arenas,gyms, and restaurants. The DS40 canalso come in a tough display unity forhigh traffic areas such as cinemas orsupermarkets.

Finally, the DS70 is Amscreen's firstoutdoor 'weatherproof' screen, whichcan display live content, suitable forsports stadiums, transport stations, andshopping centres, for example.

employees on a local basis."Speaking in an interview, Garmin's

director of human resources, GaryMorgan, says: "The main benefit we'vereceived is that staff are actuallyreading this information. When we putdates on the screens, employees contactus and they ask questions about thingsthat we're putting on."

Though the world of digital signagemay seem fast-paced and ever chan-ging, it could be thought of as a blessing,for each new development seems tomove these well-built digital signscloser to becoming perfect solutions toany customer's query or need. Just astechnology in the static sign-makingindustry has been improving, so digitalsignage will seemingly continue tobecome simpler to use, cheaper topurchase, and more effective to acustomer who is willing to make thatcommitment to purchase. All it needs isa sign-maker to take on the challenge.

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