Digital Signage: A Primer for Understanding the Industry

 By Richard F Trask, Director of Public Relations, Scala

I recently had the opportunity to review a new book on the Digital Signage industry entitled “Digital Signage — Software, Networks, Advertising, and Displays: A primer for Understanding the Business.” I was pleasantly surprised at the understanding of the industry portrayed in this book and the beneficial explanations of how the industry fits into the marketing and communications mix. The book also provides excellent information on what to consider when investing, deploying or using this new medium. This book is a “must read” for brand managers, communications professionals, advertising agencies, media planners, media buyers or people just trying to understand what digital signage is all about.

The book is organized in well defined chapters that carry the reader through all aspects of understanding, deploying, implementing and maintaining a digital signage network. The book starts with the basics of the industry including: basic descriptions of the industry, how the technology is used, the hardware involved in a deployment, content and distribution, industry trends, costs involved, stakeholders in the industry and the future of digital signage.

Also, included in each chapter is a case study of popular and significant case studies including:

• The Mayo Clinic – a very popular deployment of digital signage in a world renowned hospital environment.
• AccuWeather – a content provider of real-time commercial weather solutions for digital signage networks
• emebaVet – network operator providing digital information networks to mid- to large-sized veterinary clinics across the US. The network provides a waiting room TV experience apporpriately called emebaVet.
• Carmike Cinemas – one of the first digital cinema environments in the US with distribution in over 90 theaters
• The Salon Channel – Based in Delray Beach, FL the network focuses on 2,600 Great Clips outlets across the US.
• Scala – an industry perspective from one of the digital signage industry pioneers Jeff Porter. Mr. Porter talks about the varied implementations of digital signage throughout the industry
• JCPenney – major clothing retailer headquartered in New York City with stores throughout the US.
• Orkin – Atlanta based that describes itself as the US’s pest control leader, launched its first company-wide, interactive satellite television digital signage network.
• Childrens’s Hospital of Pittsburgh – Following the lead of the Mayo Clinic, the Children’s Hospital of Pittsburgh deployed a digital signage network to more efficiently communicate with and educate hospital patients and their families, as well as employees and guests.
• National Mall Owners, Simon Properties, General Growth Properties and CBL Properties – creation of extensive digital signage networks in shopping mall locations throughout the US
• Gas Station TV – digital television network located on gas station pump-tops across the US.
• Clear Channel Outdoor – Outdoor billboard advertising using digital LED boards across the US.

In addition to these case studies there are countless images and descriptions of digital signage installations from around the world.

While I am honored to be quoted in this book, the book includes references to many of the people, suppliers, networks, advertisers and organizations that comprise the industry.

Mr. Schaeffer describes the industry as a business and business-enabler. By describing various business models for digital signage including: retail, transportation, hospitality, banking, education, automotive, worship centers, medical, and consumer services, he emphasizes the wide rang appeal of digital signage around the world.

The book discusses the trends and issues that are driving the digital signage industry to the projected $1 billion plus market. Specifically, the book talks about 10 key reasons that are driving the digital signage industry including: return on investment, ad solutions, connectivity, flexibility, quality, affordability, manageability, accessibility, acceptability and longevity.

The reader, by the end of the book, will get a excellent overall understanding of digital signage from what it is, hardware to consider, business models, services providers, deployment considerations and measurement criteria to ensure a successful digital signage deployment.

My conclusion is that this book is well-written and is a “must read” for brand managers, communications professionals, advertising agencies, media planners, media buyers or people just trying to understand what digital signage is all about.