Digital Signage 2021: Best Practices Guide

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DIGITAL SIGNAGE BEST

PRACTICES GUIDE 2021
SPONSORED BY
CHIEF • CHRISTIE • EXERTIS

PEERLESS-AV • SQUIRRELS
contents
SONY
6 THE STATE OF DIGITAL SIGNAGE 16 HOW CONTENT HAS EVOLVED IN DIGITAL SIGNAGE
The steady growth of capabilities and evolution of trends Displays have become so prolific that we are literally
that defined digital signage for the past decade have taken immersed in a cacophony of moving visual imagery vying
an abrupt turn as our ways of life shifted dramatically. for our attention 24/7.
By Matt Pruznick, AV Technology Magazine By Lauren Millar, Fusion CI Studios
9 HOW TO BEST MEET USERS’ NEEDS WITH SEAMLESS DVLED 20 IMMERSIVE EXPERIENCE BUILDING
SOLUTIONS Using digital canvases, we can create immersive personal-
When it comes to digital signage, image is everything, and ized moments to incorporate into our experience design.
there’s no bigger way to make a splash than with a striking By Tammuz Dubnov, Zuzor
direct view LED video wall. 22 MORE THAN A DIGITAL SIGN
By Megan Zeller, Peerless-AV Digital signage and screen mirroring go hand-in-hand.
10 RE-HARNESSING THE SIGNAGE WAVE Together, they make your spaces adaptable and align with
Reports from the marketplace suggest several things are modern health protocols.
helping to bolster digital signage during the downturn. By Tom Crilley, Squirrels
By Sean Wargo, AVIXA 24 ENGAGING MEDIA TO CREATE CAPTIVATING EXPERIENCES
12 WEIGHING THE MERITS OF LED VERSUS LCD-BASED VIDEO A display is only as good as its content. Similarly, an expe-
WALLS rience is only as impactful as its story.
Although LCD panels and LED tiles are both excellent By Caitlin Wambolt, DCBolt
choices for use in video wall displays, determining which 26 TAKING DIGITAL SIGNAGE FROM INVESTMENT TO ROI
category is most appropriate depends on the top priorities Successful deployments require many trades working in
for that application. concert with a clearly defined objective to truly bring ROO
By John Dixon, Christie or ROI.
By Jay Soule
14 MODERNIZATION BRINGS CHANGES TO DRIVE-THRUS
Innovations are helping QSRs operate in a way that is 30 EXPERIENCE DESTINATIONS
more efficient and user-friendly. Exploring how the pandemic pushed the attractions indus-
By David S. Christiano and Chris Northrup, USSI Global try to innovate highly interactive spaces.
By Lisa J. Schanley, Mood Media
PEERLESS-AV
32 2021 DIGI AWARD WINNERS

Celebrating the most innovate digital signage installations
and products from 2020.
By DSM Staff
CLAUDIA BUENO
14 24
DIGITAL SIGNAGE BEST PRACTICES GUIDE 2021 [3]
4 LETTER FROM THE EDITOR Brandy Alvarado
DIGITAL SIGNAGE BEST
One of my passions is digital signage, and I hold a special place in my AV heart for all things
digital signage. Like most, I’m fascinated by the displays, content, and infrastructure that
comprises some of digital signage elements. But digital signage is not just those elements, it’s an
PRACTICES GUIDE
ever-evolving system of parts. avnetwork.com
Aristotle said “The whole is greater than the sum of its parts.”, and while his meaning may
CONTENT
have been geared towards emergence and system engineering, I’d like to think it’s also true of VP/Content Creation Anthony Savona
digital signage systems. In the 2021 Digital Signage Best Practice Guide, we are treated to a Content Director Megan A. Dutta,
[email protected]
sum of all the vital elements of a digital signage system. We’ll hear from manufacturers offer-
Editor Brandy Alvarado, [email protected]
ing the latest dvLED innovations, discussing the pros and cons of LED and LCD, and a bit of Group Art Director Nicole Cobban
BYOD collaboration using digital signage and screen mirroring. Production Managers Nicole Schilling, Heather Tatrow
But digital signage is not just about the displays, it’s about creating captivating content and
ADVERTISING SALES
media to enhance brand experiences. We’ve tapped several creators doing amazing experien- VP/Market Expert, AV/Consumer
tial work to create some much-needed infotainment and immersive experiences for entertain- Electronics, Education & Pro Audio
ment venues. All this wouldn’t be possible without a forecast of how the industry is fairing, so Adam Goldstein,
[email protected], 212-378-0465
we’ll hear an outlook from AVIXA. And lastly, we’ll hear about the “why”—as in why we Sales
should invest in digital signage and what kind of ROI to expect from those investment. John Casey, [email protected], 845-678-3839
We think the sum of all these parts makes for a compelling case for digital signage. I want Janis Crowley,
to thank all our contributors and hope these best practices serve as a comprehensive guide for Debbie Rosenthal,
future projects. [email protected], 212-378-0468
Zahra Majma,
BEST PRACTICES: ROUNDTABLE OF EXPERTS LICENSING/REPRINTS/PERMISSIONS

Digital Signage Magazine is available for licensing.
Brandy Alvarado is the itative provider of insights and research for the Contact the Licensing team to discuss partnership
CEO of BAM! Marketing pro AV industry. In this role, he manages, directs, opportunities. Head of Print Licensing:
Rachel Shaw, [email protected]
& PR Agency. Her digital and serves as a public face for the association’s
signage experience is exten- research efforts while exploring new areas of MANAGEMENT
sive with expertise stem- study. Senior Vice President, B2B Rick Stamberger
Chief Revenue Officer Mike Peralta
ming from a wide variety of Lauren Millar, an Vice President, Sales & Publishing, B2B
roles—including content creation, business devel- award-winning filmmak- Aaron Kern
Vice President, B2B Tech Group Carmel King
opment, and more—within the industry. She is er, is the executive creative Vice President, Sales, B2B Tech Group
the chair of the AVIXA Women’s Council and director at Fusion CI Studios Adam Goldstein
serves on the board of Women of Digital Signage. where she designs remark- Head of Production US & UK Mark Constance
Head of Design Rodney Dive
Tom Crilley is the direc- able LED experiences and
tor of communications at transforms public spaces into mesmerizing, capti- FUTURE US, INC.
11 West 42nd Street, 15th Floor,
Squirrels, a technology vating, immersive environments.
New York, NY 10036
company that specializes Tammuz Dubnov, the
in wireless audio and video founder of Zuzor, has
All contents ©2021 Future US, Inc. or published under licence. All rights
transmission. been pioneering innovative reserved. No part of this magazine may be used, stored, transmitted or
reproduced in any way without the prior written permission of the publisher.
Future Publishing Limited (company number 2008885) is registered in England
Megan Zeller is a business experiential-media software and Wales. Registered office: Quay House, The Ambury, Bath BA1 1UA. All
information contained in this publication is for information only and is, as far as
for the built environment we are aware, correct at the time of going to press. Future cannot accept any
development director at responsibility for errors or inaccuracies in such information. You are advised to
to create-edge experiences contact manufacturers and retailers directly with regard to the price of
Peerless-AV who specializes products/services referred to in this publication. Apps and websites mentioned
in this publication are not under our control. We are not responsible for their
with movement-driven interactivity. He is con- contents or any other changes or updates to them. This magazine is fully
in digital signage and custom independent and not affiliated in any way with the companies mentioned
sidered to be one of the youngest thought leaders herein.
dvLED mounting solutions. If you submit material to us, you warrant that you own the material and/or have
in the experiential field with multiple patents the necessary rights/permissions to supply the material and you automatically
grant Future and its licensees a licence to publish your submission in whole or
John Dixon is a senior pending. in part in any/all issues and/or editions of publications, in any format
published worldwide and on associated websites, social media channels and
product manager at Christie. associated products. Any material you submit is sent at your own risk and,
Lisa Jey Schanley is a

although every care is taken, neither Future nor its employees, agents,
subcontractors or licensees shall be liable for loss or damage. We assume all
A pro AV industry veteran, unsolicited material is for publication unless otherwise stated, and reserve the
director of new global busi- right to edit, amend, adapt all submissions.
he is passionate about bleed-
ness development for Mood
ing-edge technology, advo-
Media and Technomedia,
cating for customers, and
a pro AV and customer
working with great teams.
in-store/business experience
Sean Wargo is responsible provider, and a global AV systems integrator
for leading AVIXA’s initia- known for creating original, immersive and mem-
tive to become an author- orable media experiences around in the world.
[4] DIGITAL SIGNAGE BEST PRACTICES GUIDE 2021

B E S T P R A C T I C E S : S TAT E- O F -T H E-I N D U S T R Y
2021 VISION
The State of Digital Signage
By Matt Pruznick
PLANAR
Direct-view LED video wall technology from Planar transforms the lobby environment of Toronto’s Globe and Mail Centre.
Like every other facet of audiovisual technology—and our world, MEETING NEEDS
at large—the state of digital signage is radically different than it Perhaps the most salient way that digital
was a year ago. The steady growth of capabilities and evolution of signage has risen to the occasion of the global
trends that defined the category for the past decade have taken an health crises is through check-in kiosks. Last
abrupt turn as our ways of life shifted dramatically. year, the public would have rarely encoun-
As the pandemic altered our fundamental tered such a device; now, they’re a common
needs, AV engineers were swift to respond, sight at places of business, providing reas-
resulting in a wave of innovation that has surance that occupancy is at a safe level and
helped us continue on our lives as best that no one is running a high fever.
as possible. While some subsets of digitals While the general concept has certainly Robert Meiner
signage in verticals like entertainment have existed for some time, AV manufacturers
diminished in prominence, others such as have adapted check-in tablets and kiosks
digital out-of-home advertising and all-in- to include temperature-sensing technology, with Aurora, Chief,
one kiosks have taken on vital new roles that and Peerless-AV having produced successful examples. Some of
Beth Warren
few could have foreseen this time last year. these can check whether a person is wearing a mask, and with ges-
“While lockdowns from the global pan- ture-based control and functionality like QR code scanning, it isn’t
demic have upended our world as we once loved it, the technology even necessary to touch the display. And, these screens can also be
acceleration to help keep our lives connected, commercial, and harnessed to display promotional information when not in use.
convenient has been nothing short of remarkable,” said Beth “Having these solutions beyond the pandemic will allow for
Warren, senior vice president of marketing and retail practice easier control should there be various other health concerns—be
at Creative Realities, Inc., and a board member of the Digital that something as simple as a flu outbreak, or any other public
Signage Federation. health crisis that may come our way,” said Robert Meiner, busi-

SONY
As the cost of direct-view LED falls, expect to see displays covering more and more of our world.
ness unit manager and project manager at and relatable OOH campaigns can be,” she said.
Peerless-AV. Speaking of creativity, content creation specialists have been
One particularly noteworthy subset of addressing the pandemic’s restrictions with equal agility. Socialure
digital signage that has been on an upswing had carved out a specialty providing content for applications
over the past several years is out-of-home, like interactive brand activations and narrow-casting systems for
or OOH. At first consideration, one might nightlife and casino environments. When it became clear that
believe that this field would have suffered we wouldn’t be returning to these places in the near future, the
due to people’s desire to remain indoors company adapted as many others have: by
throughout the pandemic. But, according to Stephanie Gutnik working to enhance the virtual experience.
Stephanie Gutnik, Outfront’s vice president “As everything is going virtual, content
of digital strategy and programmatic sales, this hasn’t been the is now more important than ever,” said
case. Emile Van De Coevering, Socialure’s cre-
“Despite the waves of stay-at-home advisories, people still ative director. “Our roles haven’t changed,
needed to get out, whether it was due to working in an essential but the pressure knob to create original new
service or running necessary errands,” Gutnik said. “As such, experiences has been turned to 11.” As an
exposure to out-of-home advertising remained part of daily life example, his company recently provided a
and roadside billboard viewership has returned to pre-pandemic design for a reality television show in which Emile Van De
Coevering
levels.” a large LED display was used for a six-way
Gutnik highlighted the category’s value in delivering public ser- videoconference to connect isolated contes-
vice announcements at scale. “The target audience when it comes tants with their families.
to mask awareness, for example, is everyone,” she said. “OOH Perhaps the most prominent instance of this melding of digital
proved to be a tried-and-true method of reaching as many people and physical spheres was the NBA’s use of LED displays to simu-
as possible with quick and meaningful creative.” She also pointed late the presence of courtside spectators during the 2020 Playoffs
to a recent OOH campaign by Twitter that showcased tweets this past summer. The video walls were populated with live
about the tribulations of the past year on LED boards in New streams of fans via Microsoft Teams, providing a more dynamic
York, Los Angeles, Philadelphia, San Francisco, and Oakland, and tech-forward means to filling empty stadiums than the more
illustrating a creative bridge between the digital and physical widespread use of cardboard cutouts. Such an approach figures to
worlds. “Twitter’s recent activation bidding farewell to 2020 with remain prevalent going forward, possibly in interesting new ways
user-generated content demonstrates just how timely, relevant, once we are able again to gather in venues at full capacity.

TWITTER
A recent campaign by Twitter showcased tweets bidding farewell to 2020 in a creative application of OOH messaging.
EVOLVING TECHNOLOGIES of our shift to digital-first behavior. “Habits that should have
While use cases have shifted, the development of display technol- taken a decade to acquire have now become our new normal,”
ogies has remained steady over the past year. While narrow-bezel said Creative Realities’ Warren. “Or, as I recently heard it put,
LCD panels are still the most economical video wall solution in another normal, to not suggest a total break from the past has
terms of upfront investment, there’s no ignoring the steady ascent occurred.”
of direct-view LED, which unlocks countless new possibilities in These new behavioral patterns spell opportunity for those
terms of artistic design. With its modular nature, these with an eagerness to innovate. “The fusion of on- and
displays can be arranged in creative ways beyond the offline, the fluidity of shopping across environments and
constraints of the 16:9 frame, and even the two-dimen- platforms, as well as digital-first brands dominating the
sional plane. With the ability to conform to curving landscape are trends that have only accelerated and are
surfaces, the brightness to overcome direct sunlight, and here to stay, inspiring our options, our shopping carts,
the modularity to scale with practically no limit, the our pantries, and closets in new and innovative ways,”
future of creative digital signage will undoubtedly be Warren continued.
paved with LED. In order for people to once again feel drawn to phys-
“Direct-view LED technology has quickly gained ical environments—especially in retail—these places
popularity in the industry, and as a result, we’ve seen Steve Seminario need to adopt more of the personalization that makes
more products emerge that are not only more afford- online shopping convenient. “The best news for digital
able, but also more durable and efficient,” said Steve Seminario, integration in environments is the ability to add triggers depend-
vice president of product development at Planar. “Direct-view ing on business rules, and AI that can sense who is front of the
LED remains one of the most sought-after technologies today screen and present personalized merchandising and content that is
because it delivers seamless and vivid images and is scalable to contextual, meaningful, and will inspire behavior in the here and
any size or shape. In addition, narrowing pixel pitches continue now,” Warren said.
to unlock new applications in a wide range of environments and From the harnessing of large-format display technology to
create one-of-a-kind visual experiences for users.” expand the constraints of the virtual world to which we’re cur-
As costs continue to fall, expect to see more and more of the rently limited, to the proliferation of signage systems that dutifully
world covered in LED over the coming years. safeguard our wellbeing and relay critical announcements, 2020
witnessed digital signage take on a variety of unforeseen roles.
SHIFTING BEHAVIORS As we stride onward and gradually shed the impositions of the
If there is an upside to the upheaval the pandemic has wrought, pandemic, our reliance on these visual tools will likely only grow,
chief among them for technologists is the dramatic acceleration enhancing our lives in unexpected, exciting ways.

IN THE FIELD
HOW TO BEST MEET USERS’

NEEDS WITH SEAMLESS
DVLED SOLUTIONS
By Megan Zeller, Peerless-AV
When it comes to digital signage, image is everything,

and there’s no bigger way to make a splash than with a
striking direct view LED video wall. Whether in a hotel
lobby, retail store, restaurant, or sports venue, a larger-
than-life, high-definition array of dvLED displays easily
captures attention and wows viewers.
Deployers often go all out to bring attention to their
video walls, as these solutions can prove to be pivotal
pieces for a business’ digital strategy. When it comes to
mapping out effective and efficient ways to use technol-
ogy to elevate a business’s operation, there are key factors
for putting up a video wall and getting the most from it.
ENSURING PERFECT INSTALLATIONS

Depending on the area to be covered, dvLED displays can be
arranged in a variety of configurations. For example, depending on the display,
a Full HD 1920x1080 wall can be anywhere from a 6x6 to a 12x12. Either way, any wall size
can be designed and deployed. There are limitations of standard solutions, however. Building a video wall
greater than eight rows high creates what’s known as stack tolerance, meaning the permissible limit or limits of
variation in a physical dimension. Tolerances can be avoided by using a system where the video wall is built on
structures mounted to the floor and up along the wall—providing a true flat, seamless surface. The SEAMLESS
Kitted Series dvLED
Mounting Systems
ON-SITE SUPPORT from Peerless-AV
With installations of dvLED video walls continuing to rise into 2021, AV designers and manufacturers will need offer slim, space-sav-
ing, and aesthetically
to address this growing market by offering start to finish support. Encompassing expert engineering, custom appealing designs
project managers, full installation services, dedicated dvLED mounting solutions, and easy-to-use online tools that can be adapted
like the dvLED Video Wall Configurator, SEAMLESS by Peerless-AV provides all the elements for a successful to support all of
your dvLED video
installation. By forming a partnership with Peerless-AV, AV solution designers are offered services in a two-way wall needs. The new
dialogue that will benefit both parties, the end customer, and the viewer. SEAMLESS Universal
As a part of SEAMLESS, the one-of-a-kind design consultancy program for dvLED video wall integration, Trim Kit (pictured)
is the perfect acces-
meeting users’ needs is simple. Partners and installers benefit from a choice of dvLED mounting solutions, with sory to cover the
a unique, all-inclusive support offering, including design and engineering services, custom capability for indoor unsightly sides of
and outdoor, technical training and more. dvLED displays and
give video walls a
One thing that is also important to note when selecting dvLED solutions is that the mounts not only support completely finished
curved configurations and moveable systems, but adapt to a wide range of potentials, including recessed, front, and appearance.
rear serviceable, floor standing, floor to wall, floor to ceiling, ceiling suspended, and more. Because the idea is to create
an eye-catching unique feature, everything must be as secure as possible.
Through the Peerless-AV SEAMLESS dvLED program, support is
available through every step of the project. Having the designers and
engineers on site means that when unexpected structural hiccups hap-
LEARN MORE ABOUT SEAMLESS
Want to see SEAMLESS by Peerless-AV in action? Visit
pen—whether in new construction or an existing building—problems http://bit.ly/SeamlessdvLED to view the company’s lat-
can be solved immediately saving time and money and ensuring an est case studies.
on-time delivery.
ADVERTORIAL DIGITAL SIGNAGE BEST PRACTICES GUIDE 2021 [9]

BEST PRACTICES: INDUSTRY OUTLOOK
MONTY RAKUSEN/GETTY IMAGES

Some areas of digital signage, like command and control rooms, have thrived during the pandemic.
RE-HARNESSING THE SIGNAGE

WAVE
By Sean Wargo
Well, who could have seen that coming? Last year at this time, leaned towards a more solid re-opening of economies towards
I wrote about the near certain growth for digital signage as the the fourth quarter and thus a resumption of some projects. While
solution area exploded on the scene. I wrote about technology somewhat true, the end result was not quite as robust as expected.
innovations and declining prices as driving forces behind the phe- Hence, the final analysis for signage will likely reveal declines that
nomenon. <Insert global pandemic here.> are several points worse, possibly as high as minus 20 percent.
Within a month of posting the article, the rug was pulled out Even then, reports from the marketplace suggest several things
from under digital signage as COVID-19 forced in-person activi- are helping to bolster digital signage during the downturn. The
ty—and thus the key markets—to a complete stand-still. Venues, first is a need for more pervasive signs in smaller form throughout
hospitality, retail, and transportation were gouged. Large screen a facility—like an airport or corporate office—to convey health
projects to support mass gatherings were delayed or canceled. and safety guidelines. Some of these same installs also serve the
Certainly not all, but definitely many. dual purpose of symptom or traffic monitoring to prevent over-
According to AVIXA’s mid-year industry forecast update in crowding or infected patrons from entering the venue. This is
2020, the expected impact of the market declines was an 11 per- where signage meets another solution area within the pro AV
cent reduction in global spending on digital signage solutions. First sector: security, life safety, and surveillance.
to be hit by the pandemic and so first to recover, APAC was less In other cases, some signage installations continued as business
impacted while Europe and North America fared worse. turned to their outdoor spaces to engage customers. Stories abound
In all honesty, with so much calamity in the verticals, one might of restaurants taking over parking lots to add al fresco dining
look at an 11-point decline and wonder why it isn’t worse? In fact, options where guests can spread out. Others put up new outside
when the forecast was prepared many of underlying assumptions ordering systems. And at larger venues, like stadiums, larger screens

NURPHOTO/CONTRIBUTOR/GETTY IMAGES
Smaller format digital signage has become the norm in places like airports and corporate offices. Here, a screen in London Stansted airport warns passengers
arriving from Northern Italy to contact health officials upon their arrival in the UK.
were sometimes used to keep tailgaters informed with match be on the forefront of the recovery and expansion wave that are
updates. In some cases, these larger installations could also offer a beginning now. I wish each of you success as you attempt to har-
potential return to an old business model, the drive-in theater. ness that wave.
The underlying point of each of these is the innovation they
represent. Pro AV providers and their customers have had to think Sean Wargo is responsible for leading AVIXA’s initiative to
of new and creative ways of engagement and revenue genera- become an authoritative provider of insights and research for the
tion. Such innovation is apparent in even the downward revised pro AV industry. In this role, he manages, directs, and serves as a
industry numbers. It’s also partly what drives the recovery period public face for the association’s research efforts while exploring
and the forecasts for 2021, which AVIXA currently predicts is a new areas of study. Throughout his 20-plus years in the tech-
7 percent increase in global digital signage spending for the year. nology research sector Wargo has made a career of maximizing
But I would submit this as well—innovation, in the end, is nearly research in a variety of roles, including leading a primary research
impossible to predict. Recovery can be estimated through a look at business, centralizing a business intelligence practice, building
prior results, but in a massively disruptive occurrence like a pan- an industry analysis department, performing advanced statistical
demic, in which behavior is fundamentally impacted, the degree analysis, and speaking/ writing about research findings. Wargo
to which technology changes in response and opens unforeseen previously served as VP of research for BDS Marketing, Inc.,
opportunities, can only be approximated. president of his own research consultancy, and director of indus-
So, what does this mean to purveyors of signage solutions try analysis at the Consumer Technology Association (CTA). He
throughout the world? Like the story of content as a service from was the recipient of the Gold Stevie Award for Maverick of the
last year as a cutting-edge business model only just emerging, Year and for Marketing Service Department of the Year in 2014,
signage is changing yet again. Those who change along with it, thanks to his work to improve client reporting at BDS through the
offering new capabilities and skills as part of their business will integration of Tableau dashboarding.
“Pro AV providers and their customers have had to think of new and
creative ways of engagement and revenue generation. Such innovation
is apparent in even the downward revised industry numbers. It’s also
partly what drives the recovery period and the forecasts for 2021.”

IN THE FIELD
WEIGHING THE MERITS OF LED

VERSUS LCD-BASED VIDEO WALLS
By John Dixon, Christie
CHRISTIE
Although LCD panels and LED tiles are both excellent choices
for use in video wall displays, determining which category is most
appropriate depends on the top priorities for that application.
What follows is a discussion of which technology is best for
various attributes, with the goal of helping you choose the best
option for your application.
VIEWING ANGLE
Most video wall solutions are designed to maximize the view of
information when the user is not directly in front of the display
screen. However, as you move further off-angle from the display,
brightness and color might be affected to varying degrees.
For LCD panels, visibility can vary based on the manufac-
turer. With LED video walls, there are no hard-and-fast rules;
nevertheless, there are recommended optimal-viewing distances
depending on the pixel pitch. LCD technology has incredibly
good viewing angles as well, but the brightness difference off-axis
makes LED superior to LCD by increasing the off-axis visibility.
Christie MicroTiles LED transforms the corporate lobby at Ushio’s Harima
BRIGHTNESS location.
Brightness requirements for video wall applications vary. Higher

brightness might be necessary to improve overall contrast in envi- BRIGHTNESS AND COLOR BALANCE
ronments in which ambient light is very high (e.g. rooms with walls When multiple displays are used together in a tiled display or video
of windows). However, for applications including control rooms, wall, it’s critical that brightness and color from display to display
a video wall that’s too bright can be a downside, as it can cause start out well matched and remain that way over time. However,
eyestrain over time. over time, color or brightness can change or drift slightly, thus
If a videowall isn’t bright enough, it can reduce the con- necessitating readjustment.
trast, making it difficult to discern information as easily and Some LCD panels and LED displays offer automatic-calibra-
accurately as required. For typical control-room applications, tion features that ensure close color matching and brightness uni-
a nominal brightness of about 500 nits is quite adequate and formity right from installation and over time, as brightness changes
reasonable. Selecting an LED or LCD display that has a higher with age. LED video walls offer a large achievable color gamut,
brightness level (700 nits up to 1,000 nits) can be advantageous which refers to the range and purity of the colors that a display can
as you can reduce the brightness to a level that’s acceptable to reproduce. The red, green, and blue LEDs used in LED video walls
the ambient-light environment which can also extend the life of all emit a much narrower range of wavelengths than a broad-spec-
the videowall. trum, white-light source like a lamp. This produces more deeply
saturated colors and increases the range of reproducible colors.
BRIGHTNESS UNIFORMITY
Brightness uniformity contributes to a video CONCLUSION
wall’s seamless appearance. For LED displays,
WANT TO Having considered the performance of each
uniformity is typically 97 percent or better, solution in relation to the most common room
depending on the manufacturer’s specification
LEARN MORE? priorities, you should now have a clearer under-
Get the complete version of
for its LED chip. Current LCD video wall standing of which solution will work best for
this whitepaper by visiting
products continue to improve in brightness www.christiedigital.com/ your application. Resources are available to con-
uniformity, typically achieving 85 percent to solutions/video-walls. nect you with a network of experts who will be
90 percent of the American National Standards happy to help you work through the final steps
Institute (ANSI) standard. of your procurement process.
[12] DIGITAL SIGNAGE BEST PRACTICES GUIDE 2021 ADVERTORIAL

BEST PRACTICES: MENU BOARDS
MODERNIZATION BRINGS
CHANGES TO DRIVE-THRUS
By David S. Christiano and Chris Northrup
The drive-thru has long been the chief point of sale for quick-ser- TECHNOLOGY CHOICES
vice restaurants. Ten years ago, the drive-thru accounted for The role of the project management company is to properly
between 60 to 70 percent of food and beverage sales. One decade execute the customer’s vision while overseeing all logistics. The
later, changing consumer habits and strict guidelines fueled breadth of logistics could summon an article three times this
through the pandemic have escalated its importance and value. length. Looking specifically at the technology, the logistics include
Post-lockdown, many QSRs have sharply reduced interior specifying and procuring the menu board equipment that meet the
counter service hours, with intermittent closings as local case num- customer objectives outlined in the previous paragraph.
bers surged. These changes, along with the safety of being inside Digital menu board systems bring together several core ele-
the car, have sparked some drive-thru sales to increase by another ments. Beyond the displays and software that bring the menu
30 percent, accounting for most of the customer revenue. Others board and ordering systems to life, there are cameras, intercom
never re-opened their lobbies, exclusively relying on drive-thru systems, and even point of sale (PoS) software that must integrate
service. within the ecosystem to ensure a pleasant and expedient customer
The QSR industry expects these changing consumer habits and experience.
business operations to continue post-pandemic. This is a primary The latter is especially important for
reason why so many QSRs are digitizing their drive-thru models, ROI: Our customers that have modernized
from wider dual-lane lane designs to more dynamic menu and their systems report a 10-second decrease in
ordering systems. each drive-thru journey. That time reduc-
These are not completely novel updates, as many of today’s tion, along with a visual presentation that
most well-known QSRs are working through multi-year upgrades invites, emphasizes fast absorption and
across their chains. USSI Global has served as the lead project
manager for several digital menu board upgrades with house-
hold-name QSRs, including 1200 locations in 25 states for one
globally known brand. This project coincided with the chain’s
transition to a dual lane ordering system, with USSI Global man-
aging all logistics and more than 200 teams of system integrators
that installed over 7,200 displays. The relationship with the system
integrator is ultimately what creates a successful and uniform
result across so many locations.
As perhaps the most important role of the project management
company, logistics are critical to the success of these extensive proj-
ects, which have unique characteristics and more complex phases
then most digital signage rollouts. To begin, the outdoor redesign
requires close liaising with local municipalities to secure permits,
comply with local laws, and meet construction deadlines. There
are also substantial foundational infrastructure changes that come
with lane redesigns and modern menu board structures.
Then there are the dynamic menu board themselves—the
protective displays and the digital signage software powering the
content—that must be specified, installed, and commissioned with
uniformity across most, if not all stores.
It’s imperative that all these elements come together under
tight deadlines to properly manage budgets and follow the QSR’s QSRs have been updating their
exacting specifications to drive customer engagement, simplify outdoor digital menu boards for
menu changes, properly reflect brand image, and—most impor- years, and installers need to take both
brightness and IP ratings into account
tantly—increase customer receipts. when selecting the right solution.

readability. Customers often report an increase in receipts by up the distance between driver and board, and the environmental
to 20 percent. position in relation to sunlight and related elements. A brightness
Recent advances in display technology have set the stage for specification of 2,500 nits makes the display perfectly legible in
many of the menu board technology overhauls we have seen over direct sunshine and is the suggested threshold to ensure that all
the past 12 to 24 months. While visual quality and performance content is legible.
are paramount to the customer experience, innovations in the The digital signage software choice ultimately drives the cus-
display hardware itself have contributed to the overall progression tomer experience and carries an important responsibility for prop-
we have seen. er brand representation. In addition to dayparting menus and flex-
Even the biggest QSR budgets have ceilings, and display pro- ible content scheduling, the CMS is the portal for real-time price
tection has long been a budgetary concern for drive-thru system adjustments and, more recently, the presence of voice activation.
upgrades. The costs of switching from flip adders to displays The CMS is also increasingly driving the customer order display,
would quickly escalate; each site required a protective outdoor not to mention the ads and widgets (such as a weather ticker) that
enclosure for an indoor display, along with heating and cooling increasingly populate the display. While there are many digital sig-
elements to moderate temperature. nage software solutions that accommodate these requirements, we
The transition to self-contained screens has contained the are now seeing a trend that extends the connectivity to third-party
expense. IP66-rated protection has rendered modern menu boards systems, such as the point-of-sale system, marketing analytics and
impermeable to elements, with “dust tight” designs that protect business intelligence software, and back-office business systems.
against pelting rains and powerful jets of water. The connectivity to market analytics and business intelligence
Readability becomes more critical as QSRs add more items to software is an especially compelling trend that will help QSRs
their menus and more detail to layouts, including advertisements understand the performance of their ads and content, deliver more
that help to monetize the network. This means ensuring the appro- useful information for consumers, and create an overall better
priate font size and brightness based on the amount of content, dynamic. All of these innovations are helping QSRs operate in a
way that is more efficient and user-friendly to the point where they
can manage their own networks and content.
David S. Christiano is the CEO of USSI Global and Chris

Northrup is the company’s vice president of business development,
digital signage solutions.
PEERLESS-AV

B E S T P R A C T I C E S : D I G I TA L S I G N A G E C O N T E N T
MCCANN SYSTEMS
Popular media artists like Refik Anadol create meaningful
content that is integrated into the environment. At The
LINQ in Las Vegas, guests are greeted by Anadol’s reactive
work that changes in a choreographed manner and allows
visitors to be an active part of the art experience.
HOW CONTENT HAS EVOLVED

IN DIGITAL SIGNAGE
By Lauren Millar
The technological advancements in digital signage over the past literally immersed in a cacophony of moving visual imagery vying
decade have been extraordinary. We can now clad or sculpt just for our attention in urban environments. At work, at play, even at
about any physical entity with LED display panels—floors, doors, home with the rise of grand-scale, in-home digital displays.
columns, elevators, stairs, even sculptures. Digital displays can be As we look around at the displays surrounding us, the TV
wafer thin, tough as nails, flexible, even transparent, further max- inspired 16:9 shape is prolific, even with all the technological
imizing their astounding potential. And hardware costs are falling advancements in display design and materials. Our imaginations,
with every technological challenge met, opening up a lucrative and perhaps our budgets, can’t quite break free of the comfortable
market. formatt. Ads, for the most part, consume our shared digital signage
I wonder though, have our brilliant technological hardware experience. One popular notion, to enhance our digital experi-
achievements outpaced our creative imaginations? What do we ence, is to go big … and we do. Have a look around downtown in
want to see on these astounding digital canvases when we press any major city and you’ll see that big is beautiful—but is it enough
‘play’? to coax us to glance up from our perfectly programmed personal-
Digital signage has rapidly evolved to become synonymous ized screens gripped tightly in the palms of our hands?
with terms like digital displays, video walls, AV, even media archi- According to the Direct View LED Goes Mainstream report
tecture. Digital signage awards encompass wayfinding, informa- from Sixteen:Nine, revenues from microLED digital displays will
tion, education, sports, AR, and art installations—a sophisticated rise from below $50 million in 2020 to more than $200 million in
array of content all under one humble-sounding umbrella called 2026. We should ask ourselves “If brilliantly crisp digital canvases
digital signage. may soon immerse us completely while we shop, eat, learn, work,
Displays have become so prolific, and so enormous, that we are work-out, drive, and play, what kind of shared visual experiences

FUSION CI STUDIOS
The 107-inch digital waterfall installation in the Salesforce
Lobby launched such an unpredictable stir nearly five years
ago, making it a social media sensation.
do we want to surround ourselves with?” Digital content altered human behavior in that space. Employees
It might be time for some thoughtful discussion and planning took picnic lunches to the lobby to socialize with friends by the
about the aesthetic of our digitally clad urban environment. Not digital waterfall. Tourists put the Salesforce lobby on their must-
just thoughtfully planning for the size, shape, and resolution of the sees lists. Lease values in the building increased. The sheer scale
digital canvases we install, but for the actual imagery created for combined with digital content interacting with the physical space
that canvas. Just as we choose architecture and design elements to (water splashing against walls and elevator-bank hallways) created
enhance and personalize the aesthetic of our homes and offices, a ‘wow’ factor—provoking awe, delight, and a deluge of social
we can curate display designs for an environment draped in digital media hits. You could not walk through the lobby without being
signage. emotionally affected by the virtual spectacle. Emily Webster, head
An inescapable influencer in content decisions is budget. While of media architecture, ESI Design said, “The union of digital
it’s accepted and expected that state-of-the-art display hardware content and architecture transforms how people connect with the
will be a significant investment, we’ve found an expectation that space and with each other and it produces a new kind of relation-
the content will appear when you press play on that expensive, ship between people and the environment.”
newly installed system. We have all heard “Content is King!” We are in an exciting time, and have the opportunity, as we
but it’s rare that we want to invest in the monarchy. Reinforcing stand on the cusp of a digital signage explosion, to create anything
that notion, content creators have sprung up selling stock footage our hearts desire on these canvases, and tell any story. And while
at bargain basement prices so you’ll have pretty, if not original, we don’t all have the budgets that media architecture installations
unique, or meaningful, imagery on your digital display at mini- require, be inspired by how media architecture designers integrate
mal cost. content into a space. Using it to tell visual stories, to breathe life
However, if engaging, thought-provoking, stimulating ‘wow’ into static environments. Intentionally designing vibrant spaces
factor experiences is our goal to enhance our lives, especially as that are reactive and interactive and reflective of human behavior
digital signage immersion becomes prolific, we might consider the and emotion. Regardless of the size of your digital canvas, we can
content we want to be immersed in. consider the impact we want it to have on our daily lives.
The 107-inch digital waterfall installation in the Salesforce
Lobby, Fremont Street, San Francisco—created by Fusion CI Following an award-winning career as a filmmaker, Lauren
Studios for Obscura Digital—launched an unpredictable stir Millar, executive creative director at Fusion CI Studios, designs
nearly five years ago, becoming a social media sensation with remarkable LED experiences, transforming public spaces into
more than seven million social media hits in roughly two weeks. mesmerizing, captivating, immersive environments.

BEST PRACTICES: IMMERSIVE EXPERIENCES
IMMERSIVE
EXPERIENCE
BUILDING
By Tammuz Dubnov
As displays get larger and target demographics become increasing-

ly focused on Instagrammable moments, the world is becoming
much more experience centric. We are regularly bombarded with
high-quality content which makes creating engaging memorable
experiences with the ‘wow’ factor more challenging. To compete
with the amazing world inside our phones, many creatives are
focusing on immersive experiences. But what is an experience and
how can we make it immersive? An experience is an extended
interaction, and it becomes immersive when we engage multiple
senses and engage a majority of the participant’s visual field of
view. This doesn’t have to be digital, for example, escape rooms
are an immersive experience that, for the most part, barely includes
digital elements. Using digital canvases, we can create immersive
personalized moments to incorporate into our experience design.
Before designing and building an immersive experience, the
intended impact or goal of the experience needs to be clearly artic-
ulated. When a person enters the experience, interacts with it, and
then completes it, what is it that you would like them to walk away
with? Is it a deeper brand connection, new information about a
product, or just a general vibe to lift his or her spirit? Who is the
person you are targeting—a baby boomer, millennial, or Gen-
Zer? They all engage with content differently.
ENGAGING THE SENSES

Within the immersive experience, different senses can be engaged.
Traditionally, most experiences include a strong visual element.
Audio—especially immersive audio that can emulate the spatial
source of a sound—is also a powerful tool. Kinetically, one can use
interactive and experiential technology to engage the user’s body
and drive them to move in an intended way.
As a rule of thumb, the more senses you can engage and the
more the user engages physically, the better the impact of the
experience. Studies show that when you engage more areas of the
brain, the experience becomes more likely to be remembered, and
the best memorability comes from emotionally engaging users via
storytelling.
WHAT TYPE OF EXPERIENCE ARE YOU PLANNING?

The overall experience can be made up of different types of expe-
riences, and combining these is highly recommended (see sidebar
for more info). When planning the sequence of the immersive
Many museums feature esthetic experiences,
experience, the attention span and energy level of the users needs to as they are both immersive and passive.
be considered. Are you having them move around continuously for

COLIN ANDERSON/GETTY IMAGES
several minutes or do you have them watch an immersive video clip
followed by an interactive experience where they move around,
followed by an intellectually stimulating question? Mixing and
matching can help strengthen their engagement over time—think
of it like a video game with multiple types of adventures and levels.
FREEDOM AND FLEXIBILITY

The last element to highlight is the freedom and flexibility in using
digital content to create an immersive experience. The beauty of
digital signage is that you can transition between multiple pieces of
content on the same digital canvas. In an immersive setup, with the
walls and the floor projected on, you can completely transform the
space and the experience for the user at any point. You can even
personalize the content and the experience for them—whether
that means having them fill out a form before entering and their
answers alter which content will be used, or incorporating pictures
of them captured during the experience, or through triggering
and interactivity. Personalization can help keep them engaged for
longer which, depending on your intended impact, may be exactly
what you want.
THE FINAL WORD

The concept and design processes should keep these elements in
mind: who is the intended audience, what is the intended impact,
how are you engaging them, what sort of experiences are you
using, are you using all your resources to their fullest extent, and is
it Instagrammable? Keep it impactful, strategic, and dynamic and
you’re bound to succeed.
Tammuz Dubnov, the founder of Zuzor, has been pioneering

innovative experiential-media software for the built environment
to create-edge experiences with movement-driven interactivity. He
is considered to be one of the youngest thought leaders in the expe-
riential field with multiple patents pending. Dubnov combines
the creative and technical with his unique background, having
graduated from the University of California at the age of 18 with
honors in Theoretical Mathematics and Computer Science while
also a highly sought-after award-winning performer in the dance
and cirque space. He holds a master’s in Engineering Science with
a specialization in Artificial Intelligence from the University of
California, San Diego.
TYPES OF EXPERIENCES
There are two main dimensions around experiences, whether they include active
participation or passive participation, and whether they are immersive or absorptive.
These can be combined to label experiences, and there are four types:
1. Esthetic: immersive with passive participation
2. Escapist: immersive with active participation
3. Entertainment: absorptive with passive participation
4. Education: absorptive with active participation
For example, a museum (immersive and passive) is considered esthetic while
an escape room (immersive and active) is escapist. Going to a movie at the cinema
(absorptive and passive) is entertainment, while a painting class (absorptive and
active) is education.

IN THE FIELD
MORE THAN A DIGITAL SIGN

By Tom Crilley, Squirrels
Damn, your digital signage looks together to keep the people in your
good—the design is crafted with care, spaces informed and engaged at all the
the colors and images perfectly match right times. An all-in-one solution sim-
your brand aesthetic, the copy is con- plifies processes and limits the potential
cise. Put it in the Louvre right next to for end-user error caused by disparate
the Mona Lisa because it’s a work of technologies. Your IT team thanks you
art. in advance.
Next, you quickly schedule the sig-
nage across all your displays using a GO WIRELESS TO AVOID
CMS. Your digital signs come to life SHARED TOUCHPOINTS
with fresh content, signaling a job well Living through COVID-19 changed
done. You’re on top of the world. It our collective perception and priorities.
feels like you just defeated Bowser on We’ve all taken numerous steps to limit
Nintendo 64. This is digital signage contact and minimize the spread of
mastery. Way to go, Mario! But wait … pathogens.
something is missing. There’s another That mentality has translated to
level. the workplace. Digital signage is used
to promote health and safety proto-
DIGITAL SIGNAGE + SCREEN cols, and touchless technology is more
MIRRORING important than ever. Opting for a wire-
Your digital signs consume real less screen mirroring solution boosts
estate in high-traffic areas. Squeeze collaboration while eliminating shared
every ounce of value out of them that touchpoints, like cables, dongles, adapt-
you can. One way to do this is by using ers, and other hardware.
a digital signage solution that offers
screen mirroring capabilities. Having EVALUATE YOUR OPTIONS
the option to wirelessly share device It’s possible that you already have
screens to signage-enabled displays everything you need to deploy this type
boosts collaboration in any environ- of technology. Software-based digital
ment. signage and screen mirroring solutions
Imagine the ability to seamlessly like Ditto can be deployed to existing
transition from digital signage to screen digital media players such as Apple
Learn more about Ditto and other products at
mirroring and back to signage again. www.airsquirrels.com. TV and Windows devices. Hardware
The displays in conference rooms, lob- solutions generally utilize a proprietary
bies, auditoriums, and other places where people gather should be stick or box.
adaptable based on the occupants’ needs at any given time. Keep these questions in mind as you evaluate solutions: Is it
scalable? Can it be remotely deployed and managed? Does the
MAKE DIGITAL DISPLAYS FLEXIBLE screen mirroring component work with a wide range of devices?
Picture this: You have a conference room TV equipped with dig- Does signage include customizable templates and a CMS? Are all
ital signage. That TV is an asset used to distribute your organiza- product capabilities included in the price?
tion’s messages, upcoming event info, important dates, reminders,
best practices, calls to action … you get the point. It’s a passive, LOVE YOUR SCREENS
ever-present method of disseminating information to your team. Digital signage and screen mirroring go hand-in-hand. Together,
With an all-in-one digital signage and screen mirroring solu- they make your spaces adaptable and align with modern health
tion, that TV seamlessly transforms into a collaboration hub protocols. Today’s signage solutions make it easier than ever to
during meetings. Occupants can instantly share content from an keep people connected, engaged and safe.
iPhone, iPad, Mac, Windows, Chromebook, or Android device at That, my friends, is how you make every digital display an inte-
any time. gral part of your operation. It’s how you love your screens. The
It’s important to bring digital signage and screen mirroring final gold star is secure. Game over. Roll credits.
[22] DIGITAL SIGNAGE BEST PRACTICES GUIDE 2021 ADVERTORIAL

B E S T P R A C T I C E S : D I G I TA L S I G N A G E E X P E R I E N C E S
ENGAGING MEDIA TO CREATE

CAPTIVATING EXPERIENCES
By Caitlin Wambolt
CLAUDIA BUENO
Rule number one: A display is only as good as its content. Claudia Bueno created an immersive light and sound experience titled Pulse
at Meow Wolf in Las Vegas. The experience takes the viewer on a 360-degree
Similarly, an experience is only as impactful as its story. The journey of the slow moving, organic evolution of the natural world.
process of building immersive, physical spaces that are meant to
be experienced as a collective and stimulate conversation through looking for some sort of balance. This spawned the rise of lighter
shared experience has always had its challenges. Historically, one infotainment feeds focused on promoting mental health and well-
common pitfall of the implementation process has been the order ness, and stress management.
of operations: the hardware conversations often come first, leaving While not everyone experienced a world-rocking transition to
the content as an afterthought. working remotely, those who did may have taken the time to focus
The COVID-19 pandemic has obviously shaken up any sem- on their health, organize their garages or take an online course.
blance of normalcy we knew by enforcing physical, human isolation, The rise of virtual content creation training courses and online
limiting, or eliminating shared spaces to slow the spread of the virus. master classes led by artists of all disciplines has created an excit-
On a positive note, it has also led to a simultaneous rise in tightly knit, ing shift in the content creator talent pool. As a content creator,
virtual communities that have formed for the sole purpose of experi- nothing excites me more than learning new software programs and
encing content together in a completely revolutionary way. With the sharpening my skills. The pandemic has given us the time needed
omnipresence of social media embedded in our collective culture, its to explore other disciplines, techniques, interactive capabilities,
dominance over our day-to-day lives, the shareability aspect of a cap- and creative aesthetics to evolve and redefine ourselves as artists.
tivating content story has never been more important. The question When it comes to creating engaging media, two truths are appar-
is: How does one create content that truly transports us, unites us, ent: inspiration is everywhere, and there are no new ideas. At times
and stands out from all the other visual stimuli that flood our feeds? this can be overwhelming, especially when determining where to
start in the creation process, how to differentiate yourself from other
CONTENT TRENDS artists, and how to create something completely new. One quote that
It feels like we saw it all in 2020—from Tiger King to TikTok. has always resonated with me is from Kirby Ferguson: “Creativity is
Sterile, yet extremely valuable, educational, and timely reporting a remix.” When you break down creativity into its basic components,
and infographics took over screens in the corporate offices that you’ll find the most successful artists, designers, and content creators
stayed open. This content aimed to inform viewers about the follow three steps: copy, transform and combine. We are inspired by,
latest pandemic developments and guidelines to keep us safe. or copy certain methods, techniques, and even behaviors of our influ-
Content curators realized that too much reporting on the pandem- encers. We transform the work by putting our own spin on it, alter-
ic wasn’t great for company morale as it overwhelmed viewers. ing, or adding various qualities and textures to reflect our own per-
Oversaturation of anything can be harmful, and employees were sona and experience. We combine all the elements to form a unique

IMAGE COURTESY OF SPP AND IMERZA
SPP, the company behind
story and visual presentation
the multibillion-dollar Water Street
that can be shared repeatedly. Tampa development, envisioned a projection-mapped
The most engaging media environments of 2020 adopted visu- scale model of Tampa that could show data in real time and offer the
flexibility to change as the design of the 56-acre development evolves over
alizations that aesthetically bridged the digital world to nature,
the next five years. Partnering with projection mapping experts DCBolt,
where display hardware seems to dissolve to reveal another world. IMERZA created all of the custom software and content for the project. The
Further, the aesthetic trend that seems to be the most powerful, project took around a year from concept to completion, with the 17-foot-
diameter 3D-printed scale model designed modularly to allow for easy
and most sharable is the combination of fine arts influences
replacement of future-phase buildings as they are designed.
enhanced by new age technologies. This is true for many of the
VR developers and UE game designers creating larger than life, tions. The positive byproduct has been an increase in efficiency of
digital environments for virtual live events. the design process.
What consistently takes my breath away is the unexpected, For instance, real estate developers can make design decisions
oxymoronic implementations—those that provide contrast and thanks to the real-time rendering prowess of the Unreal Engine.
offer elements of surprise. The creative content industry is wit- We at DCBolt had firsthand experience with this during our
nessing a positive response to media created by traditional means work on the immersive marketing center for SPP. Just before
(think fine arts) using practical effects (think hand-drawn, filmed, the pandemic, we designed a 3D printed model, video projection
or sculpted) with a high-tech backbone that successfully enhanc- mapping system to project live data visualizations driven by the
es the human touch. A perfect example of this trend is Claudia Unreal Engine as living, breathing textures onto the model via two
Bueno’s Pulse installation at Meow Wolf Las Vegas. Step inside suspended, nested truss rings of twelve projectors total. In addition,
the room made of 60 layers of glass, and you will feel as if you retailers can select a location on the map to learn how much traffic
have been transported to an aquarium from another dimension. as well as specific traffic patterns they can expect for their business.
Her team created content through hand-drawing the outlines of
ornate foliage, flowers, coral, and vines on multiple panes of glass, THE FUTURE OF CONTENT CREATION
offsetting the positioning of the drawings on each layer, and incor- Content creators across the globe have been faced with the chal-
porating pulsing lights to illuminate each pane in sequence. The lenge of designing environments that can be experienced virtually
experience takes the viewer on a 360-degree journey of the slow everywhere and have an equal impact as if users were physically
moving, organic evolution of the natural world. present. We have only just begun to see the rise of social media-cen-
While the pandemic has led to a lot of unfortunate demand tered selfie studio spaces and immersive art museums. We know
shifts and visual communication trends, it’s forcing content cre- social media is here to stay, so creating powerful visual environ-
ators to think outside of the box and plan for the future of medical, ments and engaging digital signage that reconnect individuals with
retail, and hospitality experiences. One prospective beneficiary of the human touch and community is going to be among the most
the shift is the food and beverage industry. Fast food restaurants shareable and impactful content. This is to be expected considering
like McDonalds have adopted matrices of digital menu ordering these physical environments were designed for the sole purpose of
stations in lieu of any indoor dining options, all to limit virus expo- sharing. I believe that the most transformational art, visual stories,
sure. There is an immediate need for touch-free displays that rely and immersive media—those that leave a lasting impression—
on motion detection and lidar technologies, as well as a growing come from a place of struggle. With that said, 2021 is sure to reveal
demand for content innovation for these types of experiences. some of the most compelling content, digital environments, and
artistic innovations fueled and inspired by the pandemic.
CORPORATE COMMUNICATIONS:MARKETING AND
SALES CENTERS Caitlin Walbolt, co-founder of DCBolt Productions, is a passion-
Content creation for previsualization has never been in higher ate creative leader who blends technical strategy, design, and story
demand. Due to pandemic-related travel bans, companies have into one-of-a-kind experiences. She’s a big picture thinker, but also
been forced to rely on virtual previsualization and collaboration has the specialized knowledge and expertise to conquer technical
tools to make key decisions and share captivating sales presenta- and creative challenges.

B E S T P R A C T I C E S : D I G I TA L S I G N A G E R O I
TAKING DIGITAL SIGNAGE FROM

INVESTMENT TO ROI
By Jay Soule
The term digital signage has been around since the mid 1990s nuts and bolts of the hardware and installation elements, they will
when the technology of computers and networks allowed graphic need a host of other experts to bring the vision to reality. They
content to be displayed and controlled from a remote location. are in essence the general contractor in the equation that has part-
Prior to this, a display in a public setting typically played full nerships with all the other required trades and products. Systems
motion video from an assortment of tape and disc technologies designed by software providers or display manufacturers will have
and the delivery mechanism is likened to the USPS/FedEx of their own interests as the starting point instead of being much later
modern times. The huge cost difference between producing and in the equation as detailed above.
distributing video versus creating a graphic and instantly display- Many of the best deployments begin with marketing/content
ing it anywhere was the future called digital signage. specialists since digital signage is part of an omnichannel com-
Back in the days when video was the main content, a huge munication plan that crosses web, mobile, print, and on-premise
amount of time was spent detailing the objective of the video, advertising. A good production house will have experience in
writing the script, storyboarding, shooting, and editing the media. each of these platforms and will understand how existing content
With today’s technology being so inexpensive and user friendly, influences the ongoing costs of feeding the digital signage system
it is far too common for the objective part of the equation to not with relevant and engaging content. While the rule of seven states
receive the necessary attention. A digital signage system without a that a customer should be exposed to a brand/message seven times
documented and measurable objective is doomed for failure and
a short life.
MALTE MUELLER/GETTY IMAGES
ROO AND ROI

Objectives and their measurement create a return on investment
(ROO). They can be fairly simple like an ATM dispensing money,
and also extraordinarily complex like indoor or outdoor menu
boards for a quick service restaurant (QSR). Sometimes a return
on investment (ROI) is part of the ROO, especially when third
party advertising is included but, in any case, creating an objective
“With today’s technology being

so inexpensive and user friendly,
it is far too common for the
objective part of the equation
to not receive the necessary
attention.”
needs to include all facets of the project with a total cost of owner-
ship (TCO) understood by all and supported financially.
Establishing TCO is part of the ROO equation. Just so you
fully understand all the facets that go into a successful project:
Imagine TCO like building a house … where you decide what
your needs are and then hire an architect to design, a general
contractor to permit and coordinate the build with the carpenters,
electricians, plumbers, fixtures, landscape, taxes, etc.… With full
costs understood, one can then decide to commit to the build and
the financing required. That’s the total cost of ownership.
While systems integrators have a great deal of experience in the

before they take action, seeing the same message over and over will diminish
their interest to the point of ignoring it. THE SEVEN KEY ELEMENTS
There is also the need for A/B testing the content to achieve maximum OF THE TCO EQUATION
effectiveness. This includes presenting differing colors, fonts, animations, In a digital signage system, there are seven
durations, repetitions, time of day, etc. All of this ties back to the established key elements in the TCO equation that are best
measurement process in determining if the stated objective is being met and if addressed and in this specific order below. All
the ROI is being achieved. A/B testing allows you to convert traffic without these cost estimates need to be determined so
having to spend on acquiring new traffic. It can also give you high ROI as you can commit financially. The items in bold are
ongoing project costs.
sometimes even the most minor changes can result in a significant increase
1. Business management—establishing
in conversions.
objective with a measurement process
At the end of the day, digital signage can visually communicate and
2. Content—content strategy, graphic artist,
potentially modify a patron’s behavior and buying patterns, but there is animator, editor, copyright
much more to it than installing a screen with some content. Successful 3. Design—environment, lighting, locations,
deployments require many trades working in concert with a clearly defined size
objective to truly bring ROO or ROI. 4. Software—scheduling and control
5. Hardware—displays, mounts, network
Jay Soule has been an industry influencer for more than 30 years having spent infrastructure
his early days pioneering video wall presentations with Electrosonic Systems 6. Connectivity—wired, wireless, cellular,
and most recently leading the digital signage division for one of the largest tra- or mixed
7. Operations—installation, maintenance,
ditional sign companies in the U.S. Soule has been fortunate to have worked
service and support
with award-winning production companies and mentored by our industries
best. He is a Digital Signage Certified Expert and under-
stands the impact digital signage can provide with proper
planning and implementation.

B E S T P R A C T I C E S : AT T R A C T I O N S
EXHIBITION ORGANIZED BY NATIONAL GEOGRAPHIC AND THE JANE GOODALL INSTITUTE.

PHOTOS BY REBECCA HALE/NATIONAL GEOGRAPHIC FOR “BECOMING JANE: THE EVOLUTION OF DR. JANE GOODALL”
Falcon’s Creative Group collaborated with the National Geographic Museum in Washington, D.C. to provide six multimedia experiences for the exhibition. Via
Falcon’s Vision, guests can use augmented reality to discover engaging animations simulating Goodall’s research.
EXPERIENCE DESTINATIONS
How the Pandemic Pushed the Attractions Industry to
Innovate High Touch, Highly Interactive Spaces
By Lisa J. Schanley
When Tom Cruise’s John Anderton was confronted with float- or top-secret product development and research from the labs of
ing, pop-up, personalized ads in 2002’s dystopian film most of industry giants, we can only surmise from what we know about
the world was wowed. Little did audiences know how much of the market and the expected trajectory of certain technologies as
the futuristic tech from the film was already in development. the science improves.
They probably didn’t realize just how soon these capabilities
would be a reality. From driverless cars to customized-targeted EVERYTHING WILL BECOME A SCREEN
ads, the future is now. The personalization and precise nature Anna Bager, CEO of Out of Home Advertising Association of
of digital signage content may not be quite as advanced, slick, America (OAAA), when asked what she sees as the future of digital
prevalent, or universal as the film’s, but that level of capability signage responded, “Everything will be a screen.”
and adaptation is coming soon. And the COVID-19 pandemic And this idea has been out there for some time. In 2011,
nudged many of these technological advancements much closer Corning put out a five-minute video, where they envisioned. It
to reality. featured an incredible story of an integrated technology-of-places
So, what are some of the advancements we can expect in the (between smart phones, kitchen counters, freeway signs, windows,
next 10 to 20 years in the industry? Without access to a time portal and car consoles) which we have yet to fully realize.

FACIAL AND SPATIAL RECOGNITION BLENDING TECH AND THE ENVIRONMENT
Artificial Intelligence (AI)’s capabilities will affect—and are Susie Ogihara, business analyst and project manager at Panasonic
already affecting—a large swath of the digital signage industry. thinks environments will all become integrated and seamless. She
One thing the pandemic also prompted is a concentrated effort believes all systems, including digital signage will integrate and
to improve facial and spatial recognition. Many integration firms interact with each other, and that all of these innovations will come
are providing these future-forward solutions to clients. Morgan together to create a collective experience. Technomedia’s Michael
Van Baren, global VP of product management and delivery for Roper, LED specialist, says that as exterior screens become ultra-
Mood Media in Austin, TX says they’ve explored a variety of high resolution, it will enable a blended environments. Ogihara
new technologies for client systems. QR Codes replaced buttons agrees but takes it a step further to say that innovations in lighting
and touch screens for many of their clients. They’ve begun a pilot will also factor into the blended environment. “The goal is to keep
program with new tech utilizing AI, cameras, and sensors that people entertained and engaged with a more holistic approach.”
provide in-store analytics with heat map information, gender, age There are already screens with AI that emit scents related to
ranges, and other data to help stores understand their customers. the content, but Roper believes it will be the clarity of the outdoor
Joshua Gross, VP of client solutions at Mood added, “In the very screens that will enable blending with outdoor environments. “If
near future AI will be so precise, your facial fingerprint will be rec- you’re watching the rainforest on the screen,” said his colleague
ognized when you return to a business.” At least it isn’t the eyeball Phillips, “and the display merges the imagery with the space, the
scan from Minority Report. Van Baren said, “privacy concerns capability will be there to bring humidity and warmth into the
will be the biggest hurdle in getting to that point in the US and space; add lighting adjusted accordingly, and you’ll have a truly
other parts of the world.” blended experience.”
On this topic, Bager of OAAA says these issues will force mit-
igation. The onus will be on businesses using the tech to display
"Whatever the future holds for
messaging that provides a sense of privacy protection.
digital signage, one thing is
CUSTOM CONTENT ON THE SPOT clear…we are never going back.
Content is already being triggered on the spot through technology.
Because the pandemic’s effect on
Like the wand activations at Universal Studio’s Wizarding World
of Harry Potter, as well the motion sense skeleton that mimics tourist destinations like theme
a person’s movements. “These are tools already out there in the parks, museums, was swift, pun-
industry,” said Nick Phillips, VP at Technomedia in Orlando,
ishing, and longstanding, nostal-
FL. “But one day, AI will be so advanced, it will enable devices to
predict, learn, and formulate content on their own. It won’t just gia for the old normal is looking
be a set of pre-programmed actions or commands that occur when to be powerless to bring about
a wand is waved.”
that return."
If AI will enable analytics like heat maps, traffic patterns, and
the demographics of guests, why wouldn’t a digital image/promo-
tion in a store be created and customized on the spot by the AI to Dan Smith, VP of business development at LG insists thatt
speak directly to that person? And why wouldn’t it be able to see transparent signage will impact the blended environment and will
a tee-shirt worn and purchased by a museum guest, and suggest a grow exponentially. “Highly transparent technology has and will
companion product with a model wearing it? “It’s the data, that continue to grow in popularity,” he said. “Higher transparency
is gold to businesses,” said Gross “Businesses will understand their allows the display to seamlessly and naturally blend into surround-
customers better and shift buying patterns, advertising campaigns, ings without blocking views that previously would’ve been hidden
and even store décor based on the data.” behind a display.”
Once the integration of AI, facial, and spatial recognition, as Whatever the future holds for digital signage, one thing is
well as motion sensors is perfected and becomes more seamless, clear…we are never going back. Because the pandemic’s effect on
we are sure to see ancillary innovations emerge more prominently tourist destinations like theme parks, museums, was swift, punish-
utilizing this tech to their advantage. Digital signage containing ing, and longstanding, nostalgia for the old normal is looking to be
AI cameras will be able to trigger not only content, but activa- powerless to bring about that return. Here’s to the post-COVID
tions nearby and around their electronic ecosystem. Additionally, era and the potential the digital signage industry has for making a
said Phillips, “wearable items like guest wrist-bands will be used positive impact on our shared experiences
to initiate content. When guests at a park or attraction walk by,
the purchase or visit history from that wristband will be able to Lisa Jey Schanley is a director of new global business development
instantaneously trigger what the guest sees on the screen.” The for Mood Media and Technomedia, a pro AV and customer
thing that has not been mentioned, is what happens when a group in-store/business experience provider, and a global AV systems
of people walk by a screen. These are elements still to consider and integrator known for creating original, immersive and memorable
innovations to look for in the future. media experiences around in the world.

BEST PRACTICES: DIGI AWARDS
2021 DIGI AWARD WINNERS

Digital Signage Magazine is proud to unveil the winners of its on the ceiling brought the “wow” factor to The Ron Clark
2021 DIGI Awards. Academy; the system was installed by Baker Audio Visual. With
“Even in the midst of a pandemic, digital signage professionals content reminiscent of Harry Potter’s adventures, the system is
have continued to innovate” said Megan A. Dutta, content direc- a performance and educational aid for the school’s students and
tor, Digital Signage Magazine. “The winners of the 2021 DIGI educators, who come from all over the world to participate in
Awards have released new, state-of-the-art products, and have events and training. When not being used as an educational tool,
created stunning installations” the screen displays scenes of dragons flying overhead and landing
Chosen by a panel of highly regarded digital signage-focused on the rim, and looking down into the room. A robust QSC sound
integrators, consultants, and end users, here are the 2021 DIGI system is hidden discreetly within the space’s Gothic columns to
Award winners. supply voice and program audio reinforcement. The backbone
of the system consists of a Show Stage 4x4k display processor,
BEST DIGITAL SIGNAGE APPLICATION: CORPORATE Crestron Control processor, QSC amplifiers/DSP, Datapath
Four Winds Interactive—Ferguson server, and more.
With 1,400 locations, 10 distribution centers, and 27,000 asso-
ciates, Ferguson needed a streamlined, enterprise-wide communi- BEST DIGITAL SIGNAGE APPLICATION: ENTERTAINMENT
cations network for its 1,000 screen signage network, and selected OpenEye Global—Madame Tussauds Hollywood
Four Winds Interactive (FWI) as its digital signage vendor. To Designed by OpenEye Global, the Jimmy Kimmel Experience
immediately solve its network uptime challenges, Ferguson not at Madame Tussauds is a fully immersive film set that transports
only replaced its underlying digital signage management platform guests to Jimmy Kimmel Live to become part of the magic of tele-
with FWI, the company also replaced all of its existing content vision. Kimmel stands front and center to greet guests, who usually
players. Because FWI’s enterprise platform is compatible with stop to get a selfie with him. As fans move through the experience,
multiple-player platforms, Ferguson had the opportunity to lever- they are able to participate in a taped “Pedestrian Question” inter-
age BrightSign players. To streamline every aspect of content con- view, and then it’s showtime! Each guest becomes the star of the
tribution, scheduling, and device management, Ferguson leverages show, enjoying 15 seconds of fame as their interview is broadcast
FWI Cloud. By enabling location-specific content contribution on the big screen for all to see. Following their on-screen debut,
while still maintaining control of global messaging, the company guests make their way through the set for more interactive photo
ensures each location can update its screens with a list of scheduled opportunities, including taking a seat in the coveted director’s
appointments, special events, and more, without sacrificing the chair, getting a feel for what it’s like behind the scenes as they head
ability to maintain a consistent customer experience. backstage, and more.
BEST DIGITAL SIGNAGE APPLICATION: DIGITAL BEST DIGITAL SIGNAGE APPLICATION: LARGE VENUE
SIGNAGE AS ART Samsung Electronics America/Prismview—SoFi Stadium
Sharp NEC Display Solutions—Light Up The Night Hollywood Park, a 298-acre entertainment venue and home to
With many jurisdictions placing limits on public gatherings, SoFi Stadium, was looking for a display technology partner who
LuminArtz—an organization celebrating local and regional creatives could create a unique and one-of-a-kind fan experience that takes
through the art of projection—refused to let the COVID-19 situation sports, concerts, and live events to a new level. Thanks to the
get them down and used Sharp NEC Display projectors to provide 70,000 square-foot-dual side, center-hung videoboard, as well as
art to the community. One such project took place at the Wenham other LED displays integrated throughout the venue, Samsung
Museum, located on Boston’s North Shore, and local video artist and Hollywood Park have created a dynamic, memorable, and
and technologist Pamela Hersch managed the technical aspects of interactive fan experience.
the Light Up The Night project. The installation had to be done
swiftly to avoid drawing a crowd, as LuminArtz wanted to maintain BEST DIGITAL SIGNAGE APPLICATION:
social distancing protocols. To ensure that the exhibit could reach TRANSPORTATION
a broad audience, Lyn Burke, director of LuminArtz, livestreamed Pixel Inspiration—Heathrow Airport
a video of the content along with commentary to accompany the WH Smith engaged Pixel Inspiration to create a stunning digital
visuals on Facebook Events and Instagram. The program lasted signage art installation at its store in Terminal 2 of London’s famed
approximately half an hour, providing stunning visuals celebrating Heathrow Airport. Framing the store entrance is a striking 25x4m
childhood, connecting generations, and honoring heritage. LED fascia where each half of the display shows attention-grabbing
marketing content from both WH Smith and Well Pharmacy. At
BEST DIGITAL SIGNAGE APPLICATION: EDUCATION the side entrance, there are three external facing portrait screens
Nanolumens/Baker Audio Visual—The Ron Clark Academy that showcase artwork from WH Smith’s suppliers to passers-by.
A 52-foot-diameter, circular Nanolumens LED screen installed The store’s interior also boasts various digital elements, including

six brand-dedicated screens at the end of each
gondola, a landscape 3x1 screen array, and
back-to-back portrait screens highlighting the
latest tech offers and availability. The final
digital element can be found within the store’s
souvenir area—a digitized Big Ben clock face
with synchronized audio which plays the clock
tower’s iconic hourly chimes.
BEST DIGITAL SIGNAGE PRODUCT:

COVID-19 SOLUTION (TIE)
22Miles Protection-as-a-Service
Protection-as-a-Service (PaaS) by 22Miles
is a suite of integrated technology features
and capabilities developed to address
viral pandemics and the evolving
safety measures of social distancing.
PaaS offers integrated solutions within
22Miles’ customizable software plat-
form and features a growing number
of options for businesses and organi-
zations spanning key markets.
DIVERSIFIED VITALSIGN
Diversified’s VitalSign body temperature check kiosk, clients turn any display into an interactive sign by adding a voice
powered by Aurora Multimedia, helps clients protect what’s user interface. Users simply drag and drop the widget onto any
important—the safety of their people and those around them. layout, then set custom parameters that instruct the sign what
Designed to detect elevated body temperatures within one second to listen for and how to respond to requests. It can be used on
from 18- to 36-inches away, the VitalSign kiosk is a contactless, single displays, banks of screens, and video walls in any envi-
FDA-compliant solution that supports efficient and non-intrusive ronment. Real-world application of the VRW allows viewers to
temperature scanning for anyone entering a facility with visual walk up to any display, ask for the material they want, and then
and audible alerts. Based on trusted engineering, the accurate immediately see that content on screen. AxisTV Signage Suite
sensor generates reading at +/- 0.5 degrees Fahrenheit and adds users simply design the various content options, employ the VRW,
an extra layer of safety to facilities. enter speech triggers, and configure those triggers to launch the
appropriate content.
BEST DIGITAL SIGNAGE PRODUCT: DISPLAY (NON-
DVLED) BEST DIGITAL SIGNAGE PRODUCT: OUTDOOR LED
Peerless-AV 65-inch Xtreme High Bright Outdoor Display Planar HRO Series
Featuring a fully sealed, IP66 Rated design and a patented The Planar HRO Series of high resolution outdoor LED video
Dynamic Thermal Transfer System, the 65-inch Xtreme High walls brings bright, ultra-high definition video outside. As a high
Bright Outdoor Display is built to withstand the harsh outdoor brightness, fine pixel pitch LED offering that is built for close-up
elements, making it the ideal digital signage or entertainment solu- daylight video viewing, the Planar HRO Series delivers impactful
tion for any professional application. visual experiences for audiences even in direct sunlight.
BEST DIGITAL SIGNAGE PRODUCT: INDOOR LED BEST DIGITAL SIGNAGE PRODUCT: SOFTWARE
LG MAGNIT (model LSAB) Appspace
LG MAGNIT is designed to deliver groundbreaking picture quali- Appspace’s workplace experience platform is designed to help
ty and durability, as well as streamlined installation—making it an organizations improve their company culture by making it easy to
ideal signage solution for convention centers, corporate settings, publish consistent and streamlined communication for all employ-
hotel lobbies, luxury boutique stores, broadcast studios, control ees—no matter where they work. The company’s new publishing
rooms, exhibition halls, and museums. bots extend the reach of in-office digital signage communication
shared via its platform and publishes directly into the enterprise
BEST DIGITAL SIGNAGE PRODUCT: INNOVATION messaging apps teams use every day. Using pre-formatted tem-
Visix Voice Recognizer Widget for AxisTV Signage Suite plates, users can schedule posts to reach the right group at the right
The Voice Recognizer Widget (VRW) lets AxisTV Signage Suite time using existing channels.
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GETTY IMAGES

DIGITAL SIGNAGE BEST

CHIEF • CHRISTIE • EXERTIS

32 2021 DIGI AWARD WINNERS

BEST PRACTICES: ROUNDTABLE OF EXPERTS LICENSING/REPRINTS/PERMISSIONS

Lisa Jey Schanley is a

[4] DIGITAL SIGNAGE BEST PRACTICES GUIDE 2021

[6] DIGITAL SIGNAGE BEST PRACTICES GUIDE 2021

DIGITAL SIGNAGE BEST PRACTICES GUIDE 2021 [7]

[8] DIGITAL SIGNAGE BEST PRACTICES GUIDE 2021

HOW TO BEST MEET USERS’

When it comes to digital signage, image is everything,

ENSURING PERFECT INSTALLATIONS

ADVERTORIAL DIGITAL SIGNAGE BEST PRACTICES GUIDE 2021 [9]

MONTY RAKUSEN/GETTY IMAGES

RE-HARNESSING THE SIGNAGE

[10] DIGITAL SIGNAGE BEST PRACTICES GUIDE 2021

DIGITAL SIGNAGE BEST PRACTICES GUIDE 2021 [11]

WEIGHING THE MERITS OF LED

Brightness requirements for video wall applications vary. Higher

[12] DIGITAL SIGNAGE BEST PRACTICES GUIDE 2021 ADVERTORIAL

[14] DIGITAL SIGNAGE BEST PRACTICES GUIDE 2021

David S. Christiano is the CEO of USSI Global and Chris

DIGITAL SIGNAGE BEST PRACTICES GUIDE 2021 [15]

HOW CONTENT HAS EVOLVED

[16] DIGITAL SIGNAGE BEST PRACTICES GUIDE 2021

DIGITAL SIGNAGE BEST PRACTICES GUIDE 2021 [17]

As displays get larger and target demographics become increasing-

ENGAGING THE SENSES

WHAT TYPE OF EXPERIENCE ARE YOU PLANNING?

[20] DIGITAL SIGNAGE BEST PRACTICES GUIDE 2021

FREEDOM AND FLEXIBILITY

THE FINAL WORD

Tammuz Dubnov, the founder of Zuzor, has been pioneering

DIGITAL SIGNAGE BEST PRACTICES GUIDE 2021 [21]

MORE THAN A DIGITAL SIGN

[22] DIGITAL SIGNAGE BEST PRACTICES GUIDE 2021 ADVERTORIAL

ENGAGING MEDIA TO CREATE

[24] DIGITAL SIGNAGE BEST PRACTICES GUIDE 2021

DIGITAL SIGNAGE BEST PRACTICES GUIDE 2021 [25]

TAKING DIGITAL SIGNAGE FROM

ROO AND ROI

“With today’s technology being

[26] DIGITAL SIGNAGE BEST PRACTICES GUIDE 2021

DIGITAL SIGNAGE BEST PRACTICES GUIDE 2021 [27]

EXHIBITION ORGANIZED BY NATIONAL GEOGRAPHIC AND THE JANE GOODALL INSTITUTE.

[30] DIGITAL SIGNAGE BEST PRACTICES GUIDE 2021

DIGITAL SIGNAGE BEST PRACTICES GUIDE 2021 [31]

2021 DIGI AWARD WINNERS

[32] DIGITAL SIGNAGE BEST PRACTICES GUIDE 2021

BEST DIGITAL SIGNAGE PRODUCT:

DIGITAL SIGNAGE BEST PRACTICES GUIDE 2021

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