NEWS ESCO

Digital Signage: The Future Of Public Communication

Most people don’t have a clue what digital signage or signage system is. If the digital signage system is mentioned, people rarely know what it is look like or what it can be used for. But if you go to the mall and try to find in which floor a restaurant or a shop is, you will look into a large display screen near the escalator. Another example is a moving-talking display that inform flight schedule that gets refresh every few minutes at the airport. Yes, it is that digital signage system we are talking about. People happen to live in big cities are likely to be closer to them and found them almost in every corner of public places. The digital signage system has such a power. It is almost like a public television except we do not get to change the content with a remote control.

The use of digital signage system began as a new medium for advertising. As the original use of digital sigange system, advertisement by using digital signage has multitude of advantages over paper posters. Printing costs will disappear and by running a loop of five and six advertisements, agencies can effectively sell the same space for several times.

Thus the digital signage system was spesifically tailored to display messages, pictures, sounds, or any contents as intended by users. Late the digital signage system evolves further and equips with a touch-screen interface that offers more flexibility.

If it is necessary, the digital signage system can be easily accessed for timely content updates. That is possible to do because the signage system contents are usually regulated through a personal computer or web-based server and a prorietary or free software for local or remote management. That way users do not have to allocate expenses for monitoring facilities or equipments.

As for the contents, digital signage system can be either promotional, informative or simply entertaining. The possibility it offers are practically limitless, what we all need to do is a bit of creativity.

With such a power, it is a no wonder if in 2011, the Global Industry Analysts, Inc. Announced the release of comprehensive global report on digital signage systems. The report was driven by agressive advertising efforts of the retail industry to re-infuse vigor in consumer retail spending post recession. The digital signage system markert is projected to reach 13.8 billion US Dollar globally by the year of 2017.

According to the report, the marketing arena worldwide has witnessed dramatic transformation since the last few years. The declining number of traditional print advertisements in newspapers and static outdoor billboards while on the other hand, commensurately rising interest in new interactive marketing strategies including digital signage.
Seeing how powerful the digital signage system changing the business and communication in public spaces, Sony is serious in developing their digital signage. However, it is the product of converging technologies: computing, communication and digital media, that will able to satisfies serious demand for immediacy and relevance. The digital signage informs. It entertains. It sells. It guides the way. Most importantly, it caters for increasingly short attention spans. Moreover with its vibrant still moving images, it grabs attention in a way that no other medium can. And the world has awaken by its potential.

Sony digital display (http://pro.sony.com/bbsc/home.do ),” Ziris”, normally show a mixture of images, video and information. The digital signage’s software allows agencies and content managers to create attractive screen layouts and deliver it to remote screen. Each screen of Sony digital display can be divided into separate areas, each showing selection of media types including video, still images, text, HTML or even live television. Screen areas and teh content of Sony digital display can be resized and moved.

The main part of Sony digital display could be a High Definition promotional video, while special offers or information like traffic reports are shown around the main image. Full screen images are effective as well. Sony digital display “Ziris” makes it easy to design stunning screen content. The content can change over time and a set of related changes (to images, video or information) are stored in a Slideshow. Sony digital display “Ziris” has no limit to the number of Slideshows.

The Slideshows on “Ziris” are organized for playout by putting them into a Schedule, a list mode of timed events. The Slideshows on Sony digital display can also be sent to spesific screens or groups of screens. Sony has designed their digital display so it can works over almost any kind of network even country or world-wide. Content is usually sent before it is played and not as it is played to maximize the efficient use of network bandwith.

Whereas for usages, the Sony digital display can over even more than most digital signage systems in the business. It has been designed to offer more flexibility such as:

  • As digital advertising and poster replacement, Sony digital display “Ziris” can override the existing schedules of the city’s traffic jam, for example and show relevant content immediately.
  • As a digital menu, for example in a restaurant, the screen content the of “Ziris” can be updated at different times a day.
  • As information boards, the Sony digital display has flexibility to send the same information to hundreds of screens. So the digital signage system will always up to day and always relevant.
  • “Ziris” is able to place live content from digital television into its screen display. Making it perfect to be placed in the waiting room, where the main part of the digital signage might be a news channel and the surrounding screen area could be used for advertising and information.

Since it is designed for use in any environment, built to withstand hours of play, and more importantly to be place in an outdoor or outdoor setting, the Sony digital display provides both professional and reliable systems that fits various applications. The digital signage system also has proven to be suitable for almost every needs from Corporate, Education to Retail markets.
The digital signage system is also built for longer running hours such as lobbies, public signage, convention spaces, airport, hospitality and other varieties.

Due to the growing base of urban population in developing Asian countries like India, China and Singapore, wider development of transportation networks, public infrastructure and new commercial buildings later create more demand for digital signage in public spaces. Provide a strong platform for the growth of digital signage systems all over the world.

(Date: 5 June 2013; Frida)

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