28 DIGITAL SIGNAGE L digital signs boast bright colours, high resolutions and smooth transitions, all enabled by pro-grade, energy-efficient LED screens and cutting-edge tech. While often used in advertising, digital signage also plays a more general communicative role, with the end goal of displaying crucial information or creating an immersive experience. LIVE looks at an array of applications, exploring how digital signage can vary in shape, size and scope – all while noting the tech involved in its upkeep and the future of this evolving AV area. PERIPHERAL VISIONS ook around you: digital signage is everywhere. It’s in airports, on the high streets, in universities, on the freeway. Constantly competing for our attention, the best When’s the last time you were in a major metro area, or drove down the road, past a billboard? What about when you went to a drive-through, took a train or visited a shopping mall or a sporting arena? Digital signs adorn all these places, whether you notice them or not. Steadily on the rise, digital signage is slowly replacing traditional displays. Presenting infinite possibilities, these signs are often more eye-popping, usually incorporate motion and offer environmental benefits as they don’t require regular replacement. However, there are many technical considerations worth noting when deciding whether to
Displaying content in real time requires robust software infrastructure and planning to prevent technical failures”
install a digital sign, such as how to get content from server to screen, how that screen will be powered and what happens if the system fails or falters. “From what we have seen,” begins Thomas Kramer, the vice president of strategy and business development at Mainconcept, “the biggest challenge is getting updated content to screen devices in the field.” While some digital signage hosts static content, there’s a growing demand for livestreaming capabilities. “If the device performs livestreaming from an online server, it requires permanent internet connection. The challenge is the connection stability,” Kramer notes, adding that these signs should ideally “fall back to static content if the connection fails,” akin to a radio station’s playout setting. Echoing Kramer’s idea, “displaying content in real time, especially across varying networks or remote locations, requires robust software infrastructure and planning to prevent downtime issues or technical failures,” adds Mónica Fernández, MD of nsign.tv.
Instead of livestreaming, some digital signs pull updates via 5G or OTA broadcasts. “Mainconcept offers streaming and codec SDKs for technology providers,” Kramer explains. “It is a choice by the customer on which they wish to use, typically aligning with their specific use case. HEVC/H.265 is currently seeing the most uptake. “This is the same Mainconcept codec used across verticals like broadcast, streaming and surveillance.” While Mainconcept falls on the software side of digital signage, providing data streams and signals from source to sign, there are hardware components also involved – namely, the screens themselves. “Ensuring seamless integration between the content management system and the hardware is critical,” argues Fernández. “A flexible CMS that supports interactive features or data-driven content can make a huge difference in creating a more engaging user experience. Digital signage is only as good as the content it displays, and audiences quickly lose interest if the
Digital signage can display menu items and promotions, allowing quick updates in real time
Powered by FlippingBook