There was a time that if you wanted to advertise your product, brand or business you would have to turn to an advertising company who would print and erect the advertisements for you. Whether it was a press advert, billboard or poster campaign, there was little choice in how you could go about it. However, thanks to developing LCD technology and its falling costs, now a dynamic, flexible and state-of-the art advertising system can be utilised by anyone.

Digital signage is the use of LCD TV screens (or plasma) out of the home for the purposes of advertising, signage, branding or information. And not only is digital signage more engaging, dynamic and flexible than print media – it is now inexpensive, practical and simple to perform.

Requirements:

Using LCD displays for advertising and digital signage requires very little, the main requirements are:

* An LCD TV
* LCD enclosure
* Media Player

Type of LCD TV required

Any standard LCD screen can be used as a digital signage display. Either in portrait or landscape orientation any standard LCD screen should have the ability display content uploaded from a PC or media playing device.

Media Player

Content on a digital sign can be uploaded by a media playing device of small PC, often these can installed inside a digital signage enclosure with the TV screen. For multiple digital signage installations, a networked solution would perhaps be a better solution as all content could be uploaded centrally rather than at each individual digital sign.

LCD Enclosure

The LCD enclosure does several tasks. It protects the LCD screen against impacts but also houses the media player and other components. LCD display enclosures can also offer waterproof protection allowing the LCD screens to be taken outside for outdoor digital signage.

Digital signage provides a flexible, dynamic and engaging method of advertising and thanks to the falling cost of LCD screens and the competitive pricing of LCD and other digital signage enclosures, digital signage is also a cost effective advertising medium.

Outdoor digital signage is a world apart from using screens and displays in indoor environments. Your average in store digital sign operates in a location not too dissimilar to those of the home entertainment environment that displays such as LCD or plasma were designed for.

Outdoor locations however, are not conducive to the operation of a sensitive an electronic device such as a TV so protection of any display that is to be used for outdoor digital signage is crucial.

The weather obviously plays a key role in outdoor environments so ensuring the device is protected from rainfall is essential.

However, there is more to the protection of outdoor digital signage than just ensuring the display is waterproofed as there are a lot of other aspects of outdoor areas that have to be considered:

Temperature Control is another important aspect of outdoor displays. The temperature range that outdoor digital signage has to operate in can be at either end of the extremes from sub zero to baking heat.

Ensuring that either the cold or heat doesn’t damage or disable the digital signage is also a consideration and is often left to the display of LCD enclosure to provide adequate cooling, heating and insulation.

General Ruggedness, Outdoor digital signage often has to cope with being left unattended or in unmanned locations, which means that any display operating such an area needs to be resistant to attempts of theft and vandalism.

Mild steel LCD enclosures with tamper proof locks and anti-shatter screens are a recommended solution but there are other methods of preventing vandalism or theft.

Image Clarity and retention One area of outdoor digital signage that often gets neglected is protection of the screen itself. Direct sunlight can often make digital outdoor signs difficult to view and furthermore, direct sunlight can also cause image retention and can create hotspots causing permanent burn marks.

Anti-glare glass is one method of ensuring that the screen is readable no matter how bright the sunlight is but to ensure adequate protection of the screen against burning then some method of screen cooling is required. This is often accomplished by an air curtain that blows cool air across the surface of the screen to transfer any heat away.

In recent years there has been a growing demand for televisions that are capable of operating in outdoor environments. Whether it is for home use; watching your favorite shows whilst enjoying the sunshine; or for outdoor areas of bars, restaurants or pubs; where outdoor entertainment attracts customers.

Despite the falling cost of the flat screen televisions, outdoor TV systems are still not what you would regard as cheap, with a waterproof TV costing six or seven times that of a standard LCD or plasma device.

Waterproof outdoor TVs are also not that suitable for public entertainment as they are often designed for outdoor home use and do not provide and ruggedness or anti-vandalism technology.

Often too, the inbuilt speakers of outdoor TVs are not powerful enough to provide audio coverage across a beer garden or in a public space.

However a more common solution to outdoor public TV use is also a more reliable, cost effective and rugged solution than a waterproof outdoor TV.

Outdoor LCD enclosures are waterproof cabinets that house standard flatscreen devices. However, an LCD enclosure is more than just a waterproof barrier as it also acts a s a rugged defence against vandalism, theft or accidental impact.

LCD enclosures also protect against outdoor elements such as snow, wind and dust and can even allow standard TVs to be used areas of extreme weather such as excessively hot environments to sub zero areas.

Often used in combination with a waterproof speaker or PA system, an LCD enclosure and standard TV can provide a rugged outdoor TV system at a fraction of standard waterproof television.

The security of an LCD enclosure also means that the mounted outdoor TV system can be left unattended without fear of damage caused by vandalism or attempt at theft

One of the fastest growing areas for outdoor digital signage is the use of large outdoor screens along roadsides. These digital billboards are replacing the giant print hoardings along highways, roads and expressways. However, following concerns about this dynamic medium’s affect on drivers and whether they could cause a distraction has seen digital roadside hoardings banned in several cities in America and other town’s are looking to propose legislation.

Danger/distraction

The main argument against roadside digital signage is that they can pose a danger to drivers who may find the imagery distracting. More than a dozen US cities have banned digital billboards along roadsides but those that work in the outdoor digital signage industry are complaining that legislation is knee-jerk and that there is no added danger to a digital signage billboard compare to a print one.

Installers suggest that while digital billboards use imagery that changes very four to ten seconds, they don’t use moving images and so pose no more of a risk than a print image.

Aesthetics

Another argument cited against roadside digital signage has been the appearance of them. Some argue that these modern signs are destroying the natural beauty along many American highways but is this really the case?

It is had to argue that digital signage is any less attractive than print media. At least digital signage looks modern and the images don’t fade, in contrast, roadside print media can fade, rip, and can become covered in graffiti. And roadside hoardings are as much a part of driving across American highways as stopping at the Mom and Pop diners that are dotted along the country’s main roads

Usefulness of Highway Digital Signage

There is also an argument to suggest that roadside digital signage could be actually useful and even could provide a service. We are all used to electronic signs on freeways and highways warning us of impending congestion or accidents but there is no reason why roadside billboards could not be implemented this way when needed.

If an accident is a ahead, a local advertising hoarding could be used to provide important information which could be displayed intermittingly with the advertising content.

With a general election announced for the UK, voters have been inundated with campaign messages from all the main parties. From part political broadcasts on TV to giant roadside billboards, the UK electorate is used to receiving political messages from the great and the good.

However, the forthcoming general election is the first time in UK elections that digital signage has been implemented to promote political messages.

The labour party where the first to implement a digital signage scheme with a giant electronic billboard poster depicting the opposition leader as a detective from a 1980’s based crime drama.

And while many political commentators suggest the poster was an ‘own goal’ because of its content the use of digital signage in the election campaign is set to continue.
Following the Labour Party’s electronic billboard poster, the Conservative Party have launched a similar campaign on roadside electronic billboards.

Digital signage is an obvious and effective method of relaying political message and is no wonder that the political parties are taking up digital signage.

For politicians digital signage is ideal as it is more engaging than standard print advertising and compared to party political broadcasts is far more cost effective.
The advantages of digital signage, and in particular outdoor digital signage for politicians is that nearly everyone (of voting age) that goes past the screen is a potential target for their message.

And as more and more people become disillusioned with politics, digital outdoor posters, billboards and other signage become more attractive to political parties as they offer the ability to display simple message that can’t be turned off as broadcasted messages are.

Digital signage is becoming increasingly popular in many areas and its use as a political campaign tool is set to increase. With a dozen digital signage sights already earmarked for political roadside advertising during the current election campaign.

Amongst retailers and advertisers, digital signage has become a buzzword for a cost effective and practical method of promotion, advertising and raising brand awareness.

However, digital signage is not simple or straight forward and there are many pitfalls to consider before embarking on any campaign, however, below are four aspects that should be thoroughly considered as you plan your digital signage campaign.

Goal

It is crucial to have a clear defined goal as to what you want your digital signage campaign to achieve. Whether it’s an advertising campaign, public notice or you are just trying to elevate brand awareness, you must be clear what you want the signage screens for and if indeed digital signage, with all the costs attached, is the correct medium for your goals.

Content

Perhaps the most important aspect of any digital signage campaign is the content that is to be displayed in the screen. Not only does content need to be engaging and eye-catching as possible it should be regularly updated. Failure to provide regular content will see your digital signage campaign become staid and dull and audiences will get used to the imagery and ignore it.

Delivery

Ensuring regular content is available to upload is one aspect to consider – getting it on the displays is another. There are different methods of uploading content to digital signage screens. Either content can be loaded individually by using a small media player or PC next to the screen inside the digital signage enclosure. However, a more practicable method for multiple screens is to network them together; this way a single media player can be used to control all devices centrally making it easy to upload content to all machines.

Protection

All digital screens used out of home need protection. Whilst there is an obvious need to protect outdoor digital signage from the elements, even indoor systems need to be protected too. Not only should screens be protected from accidental and deliberate damage but even in the cleanest of retail location, the operating environment of the LCD will still differ to what it has been designed for.

A decent LCD enclosure or digital signage cabinet needs to have adequate air cooling and filtration to ensure the screen is working in its optimum environment, regardless of whatever location.

Despite the falling costs of TV screens such as LCD (Liquid Crystal Display) or plasma, digital signage is still not what you would describe as a cheap endeavour. Not only do the screens, content and distribution systems have to be purchased but also digital signage enclosures used to house and protect the screens are also a requirement, which can become doubly expensive in outdoor digital signage systems.

But a simple and cost effective digital signage campaign can be achieved by taking advantage of many of the latest innovations in digital signage.

LCD Enclosures

LCD enclosures are digital signage cabinets that house standard TV devices. What makes them advantageous is that they are a can-do solution for almost any environment. Even in outdoor locations these digital signage enclosures will house and protect enclosed devices preventing rain and weather elements from damaging the device as well as ensuring the enclosed TV is running at the optimum operating temperature.

Even in indoor locations LCD enclosures will pay for themselves as they will ensure the screen is running in the perfect environment and will consequently lengthen the life of the LCD or plasma screen.

Content Generation Software

One of the largest overheads some installers of digital signage find that they face is the continuing cost of getting content created. Whilst ad agencies and specialist digital signage content providers can supply professional content – at a price – many people are now producing their own digital signage content.

There are many content generation software utilities available and even standard programs on most computers such as those used to create presentations, are ideal for creating digital signage content. And you don’t have to have a degree in computing or design to create effective content. By keeping it simple and using bold images and text combined with plenty of colour, a simple but effective campaign can be achieved.

Digital signage is a fast growing technology with more and more screens being used for digital advertising and out of home media than ever before.

One of the fastest growing aspects of this new medium is the use of outdoor digital signage – using screens outside to increase awareness, advertise or pass on information.

Because the potential audience figures for outdoor digital signage is always greater than for indoor systems, you can see why the use of outdoor screens is growing in popularity.

Of course, all outdoor LCD screens have to be protected from the weather and often they are enclosed in an all-weather LCD enclosure to protect the screen from rainfall and other weather elements.

However, the weather is not the only challenge when it comes to outdoor digital signage or even for indoor systems that are directly facing the sun.

Sun glare is common problem for TV screens, the sun’s reflection can cause a washout of the image quality making it hard to read and furthermore, UV and Infra red light can cause permanent screen damage.

Outdoor screens with higher levels of brightness are now quite common and they enable the screens to be used under direct sunlight or under intensive lights without losing the readability of the screen. Anti-glare glass and tints are also available that do the same thing but often this isn’t enough.

Whilst these outdoor screens and tints can cope with the glare caused by visible light from the sun, they do little to defend against the unseen, but far more damaging UV (ultra violet) or IR (Infra red) radiation that also forms part of the sun’s light spectrum.

Direct rays of UV can easily damage a screen causing it to burn this becomes permanent meaning any image or content will always be spoiled by the burn mark.

IR radiation can be equally damaging to a screen. Infra red is the heat radiation from the sun which can raise the optimum temperature inside the digital signage enclosure causing the screen to over heat and finally fail.

For outdoor digital signage it is important that the screens are protected against these forms of non visible light. Often cool air is generated with fans inside the outdoor digital signage enclosure. This cool air can also be blown across the screen forming an air curtain which keeps it cool, prevents any hotspots from forming and prevents damage caused by direct UV radiation.

Digital signage is a relatively new innovation. Using flat screen TVs for out of home advertising has, despite its massive growth only been around for the last decade and day by day the industry is changing.

In planning any digital signage campaign it is important to remember to ensure the system you install is both flexible and scalable as with such a fast paced and changing industry, ensuring you can move with the times is vital.

Content Distribution

Perhaps the most important reason that the digital signage system should be as scalable as possible is the need to continually change content. Any content delivery system has to be flexible because whatever is being displayed on the digital signage screens could be subject to change as prices, offers and deals change.

It’s also one of the strengths of digital signage that the content can be tailored to particular times of the day or to a particular audience so the content delivery system should be able to cope with such scalability.

There are really two different methods for delivering content to a digital signage display: You can use a media player installed inside the screen/LCD enclosure where content can be uploaded manually but a far more preferable system is to network the screens together and to a central media playing hub where the content can be automatically uploaded and changed at a central location.

Repair/Maintenance

All signage screens are vulnerable to failure no matter how well protected they are. Most LCD TVs have a life expectancy but even before that expires, things can and do go wrong so it is important to be able to get your displays back up and running as soon as possible.

Many LCD enclosures particularly in the outdoor digital signage market are manufactured to take standard screen which enables them to be replaced very easily. Some commercial digital signage displays, whilst manufactured specifically for the purpose can often be less flexible in what type of enclosure they can be fitted into so choosing an LCD enclosure with standardised internal mountings such as VESA (Video Electronics Standards Association) – so a quick replacement of the screen can be achieved.

Over the last few years, more and more bars, restaurants and pubs are using outdoor TVs to entertain patrons. Prompted by smoking bans and the increase in flat screen technology (combined with the fall in price of modern screens) outdoor TVs are now a popular feature of many pub gardens.

And it’s not just pubs and bars that are finding the use of TVs advantageous for bringing in customers. Café’s, transport hubs and other waiting areas find outdoor TVs a great way to reduce the perception of waiting time.

And while LCD and plasma screens are falling in price all the time, consideration has to be put into the protection of any outdoor TV system.

Whilst LCD waterproof enclosures offer protection for devices so they can operate outdoors without problems, there are other methods of protection that is vital in this day and age.

Despite their low cost, LCD TVs are still desirable objects for thieves so ensuring the outdoor TV is securely mounted and is locked inside whatever enclosure is protecting it from the elements.

Thieves are not the only undesirables that an outdoor TV needs to be protected against. It is all too common for devices like outdoor TVs, digital signage and anything else that is left unattended to get vandalised.

Even in a relatively public area such as a beer garden an over excited patron may throw a beer glass in disgust at a football result or other similar rowdy behaviour may result in damage to the outdoor TV.

There are many methods of protecting an outdoor TV. Most of them include using some kind of steel LCD enclosure to protect the device from impacts. However, the most vulnerable area of any television is the screen.

Obviously it is impossible to provide a protective cover for the screen as it would be unable to be watched and while some systems do exist that enable the device to be covered up after use, it still leaves them vulnerable while the device is on.

Many outdoor LCD enclosure and outdoor TVs are fitted with toughened anti-shatter glass which will withstand the most determined and heavy impacts. These screens not only ensure the device is protected from vandalism but also it means they are safe to use around children, vulnerable adults or in areas where glass contamination could cause shutdown (such as food production areas).