1/ Narrowcasting meaning
Narrowcasting, also known as Digital Signage, is a digital communication technology where digital screens are used to display dynamic content such as videos, images, social media, dashboards, weather and traffic, etc. on the desired screens so that the message is conveyed as targeted as possible to the right target audience. This is in contrast to broadcasting, which focuses on communication to a broad audience.
2/ Components of Digital Signage
A typical digital signage setup consists of:
- A Narrowcasting CMS (Content Management System) to manage the Digital Signage screens, create playlists and layouts and determine which content should be published on which screens at what time.
- Digital Signage Screens: any LED or LCD screen, a combination of screens (video wall) or an LED wall can be used for Digital Signage applications
- Digital Signage Players are computers specifically built for Digital Signage purposes (suitable for long-term use and operational reliability) on which all content is stored.
a) Digital Signage screens
Digital signage screens come in all sizes and are intended to be seen by your audience from different viewing distances and angles. Moreover, they can be mounted flexibly (landscape, portrait or diagonal) and can withstand extreme conditions in terms of light (bright sunlight) and temperature.
There are different types of digital signage screens, each with their own characteristics and applications. Here are some of the most common types:
- LCD screens: These are affordable and have good image quality, but are less bright and energy efficient than other options.
- LED screens: Known for their brightness and energy efficiency. They have a longer lifespan and are suitable for both indoor and outdoor use.
- OLED screens: Provide excellent image quality with deep blacks and high contrasts. They are thinner and more flexible, but also more expensive.
- Touchscreens: These screens are interactive and are often used in kiosks and information points.
- High Brightness Screens: Specially designed for outdoor use or highly lit environments. They have high brightness to ensure visibility.
- Video wall or LED wall: Consist of multiple screens or LED panels that together form one large display. They are often used for impressive visual presentations in public spaces.
- There are both Indoor and Outdoor as well as Semi-Outdoor screens (covered).
- Transparent screens behind which there is usually a physical product and on the transparent screen this experience is enriched with animations, prices, etc. (e.g. for jewelry, for chilled drinks, ...)
- In meeting rooms, Digital Signage content can also be displayed on the screens during times when there is no presentation (e.g. with the room calendar, a company video, etc.)
b) Digital Signage Players
Screen manufacturers such as LG (WebOS) and Samsung (Tizen) supply screens with built-in Digital Signage players, eliminating the need for an external player.
If screens are already present or the desired models do not have a built-in player or a compatible player with the CMS offered, they can also be perfectly reused by adding an external digital signage player.
The Digital Signage player is connected to the screen via an HDMI cable or with a matrix in the case of video walls.
A variety of media players are available, including traditional or rugged computers running Windows, Android and Linux, HDMI dongles/sticks and set-top boxes (STBs).
There are consumer players that are often slightly cheaper but usually have a shorter lifespan (set-top box or USB dongles). In the longer term, maintenance costs will certainly be more expensive for this type of player.
The players supported by IKANDA are:
- Cleverspace Raspberry Pi player: supports all apps, 4K resolution
- Web player: recommended for testing or in cases where you prefer not to have external hardware (e.g. compatible with Barco Clickshare), ideal for pop-up events or to see Cleverspace in action in a few seconds.
- Brightsign player: Brightsign has a whole range of Digital Signage players, from basic to advanced.
- Android player: Turn Android devices into digital signage with Cleverspace. Do you already have an Android-based system? Switch seamlessly to Cleverspace.
- Samsung Tizen player: Use the Cleverspace software on any Samsung Tizen device for smooth playback and benefit from an easy-to-use CMS.
- LG WebOS player: Use the Cleverspace software on any LG webOS device for smooth playback and benefit from a user-friendly CMS.
- Windows player: Create your own Windows-based player with Cleverspace software and enhance your digital signage experience.
c) Digital Signage Content Management System (CMS)
A Digital Signage Content Management System (CMS) is an essential tool for managing and displaying digital content on screens. This system provides a central hub for creating, editing, scheduling and publishing various media, such as videos, images, apps, texts and live streams.
What does a Digital Signage CMS do?
- Content creation and editing: A CMS allows users to easily upload and edit content. Many systems offer integrated design tools and templates to create attractive visual content.
- Digital Signage apps: there are many ready-made apps or widgets that can be quickly deployed, e.g. a clock, the weather, Power BI apps, Sharepoint app, Facebook app, Instagram app, etc...
- Publishing and scheduling: A CMS makes it possible to schedule and publish content at specific times and locations. This is ideal for companies that want to tailor their message to different target groups and times.
- Real-time updates: One of the biggest benefits of a digital signage CMS is the ability to update content in real-time. This ensures that the information displayed is always current and relevant.
- Screen network management: Users can manage multiple screens in different locations from one central system. This makes it easy to show consistent content and quickly respond to changes.
- Diagnostics and monitoring: A CMS often offers tools for monitoring the status of the screens and troubleshooting any problems. This ensures reliable operation of the digital signage network.
Cloud vs. On-Premise
There are still a number of digital signage suppliers whose CMS must run on-premise (on servers in the customer's network). This requires a large investment and maintenance cost.
The Cleverspace Digital Signage CMS is cloud-based, which means that as a customer you do not have to provide any infrastructure yourself to run this CMS, but that Cleverspace offers it as a SaaS solution. Only your Digital Signage screens or Digital Signage players still need to be connected to the internet.
3/ Digital Signage Applications and Examples
Digital signage is used in various sectors to communicate information in a dynamic and attractive way. Here are some examples by sector:
a) Retail
- Promotions and offers: Display current promotions and special offers on an advertising screen at the entrance or in the display case to attract customer attention and stimulate sales.
- Shopping directions and maps: Help customers find their way with interactive maps and signage.
b) Hospitality
- Digital menu boards: Dynamically adjust menus at different times of the day and promote special dishes with engaging videos.
- Event information: Inform guests about upcoming events such as theme nights and live music.
c) Education
- Announcements and schedule changes: Keep students informed of important announcements and schedule changes.
- Social media integration: Show the latest posts from the school on Instagram, Facebook or Twitter.
d) Healthcare
- Waiting Room Information: Inform patients about wait times and health information while they wait.
- Team Introductions: Introduce the care team and demonstrate their availability.
e) Office
- Internal communication: Use screens to keep employees informed of company news, sales figures and internal announcements.
- Visitor Welcome: Welcome guests with personalized messages and company information.
f) Transport
- Travel information: Show current departure and arrival times at stations and airports.
- Safety Information: Display important safety instructions and emergency procedures.
g) Manufacturing
- Production data and KPIs: Visualize production data and key performance indicators to motivate and inform employees.
- Break rooms: Create a pleasant environment in break rooms with fun and informative content.
Digital signage therefore offers numerous opportunities to improve communication in various sectors and increase audience involvement. Do you have a specific sector or application in mind that you would like to know more about?
4/ Benefits of Digital Signage
Digital signage offers numerous benefits for companies and organizations in various sectors. Here are some of the main benefits:
- Flexibility and dynamism: Content can be easily and quickly adapted to current needs and circumstances. This makes it possible to share timely and relevant information.
- Attractive visual presentation: With vibrant images, videos and animations, digital signage captures the audience's attention and makes the message more effective.
- Long-term cost savings: Although the initial investment may be higher, digital signage saves costs in the long term for printing and distribution of physical materials.
- Interactivity: Touchscreens and interactive elements can increase audience engagement and provide a more personalized experience.
- Real-time updates: Information can be updated in real-time, which is especially useful for sharing current news, promotions or emergency notifications.
- Data analytics and insight: Digital signage systems can collect data about viewing behavior and interactions, providing valuable insights for marketing strategies and content optimization.
- Environmentally friendly: By reducing paper use and waste, digital signage contributes to environmentally friendly business practices.
- Consistent communication: Companies can deliver a uniform message across locations, which helps strengthen the brand and communications.
5/ Digital Signage Trends & Future
a) Artificial Intelligence (AI) and Machine Learning
Combining digital signage with AI and machine learning opens up new possibilities for personalized and efficient communication. Here are some ways these technologies can work together:
Personalized Content
AI can analyze customer data, such as demographic information and purchasing behavior, to show personalized content. For example, in a retail store, digital signage can recommend products based on the customer's previous purchases or interests.
Real-time Data Analysis and Adjustment
Machine learning can analyze data in real time and adjust the content shown based on the environment and audience. This is especially useful in dynamic environments such as airports or shopping centers, where the composition of the public is constantly changing.
Improved Content Management
AI can simplify content management by automatically selecting and scheduling the most effective messages based on past performance. This reduces the need for manual intervention and ensures the right message is shown at the right time.
Advanced Visual Recognition
With computer vision, digital signage can recognize faces, emotions and gestures. This makes it possible to show advertisements that are tailored to the age, gender or mood of the person looking at the screen.
Predictive Analytics and Audience Insights
Machine learning can perform predictive analytics to understand audience behavior patterns and anticipate future trends. This helps companies optimize their marketing strategies and run more effective campaigns2.
Examples of Applications:
- Retail: Personalized offers and product recommendations based on customer behavior.
- Hospitality: Dynamic menu boards that adapt to the time of day and customer preferences.
- Healthcare: Waiting room information that adapts to patients' needs and shortens their waiting times.
By integrating AI and machine learning with digital signage, companies can make their communications more effective and provide a more personalized experience to their audiences.
b) Integration of Digital Signage with Internet of Things (IoT)
Combining digital signage with the Internet of Things (IoT) offers numerous innovative possibilities to improve the effectiveness and interaction of digital displays.
Here are some ways these technologies can work together:
Real-time Data Analysis and Adjustment
IoT sensors can collect data about the environment, such as temperature, light and movement. Digital signage can use this data to adjust the content displayed in real time. For example, a screen in a store can show promotions based on the crowds in the store or the weather conditions outside.
Personalized Experiences
Using IoT, digital displays can show personalized content based on users' interactions and preferences. For example, an interactive kiosk can analyze customer data and make recommendations based on previous purchases or interests.
Smart Management and Maintenance
IoT can help monitor the status of digital signage screens and perform preventive maintenance. Sensors can detect problems and automatically send notifications to the maintenance team, reducing screen downtime.
Improved Audience Engagement
IoT devices such as beacons can communicate with passersby's smartphones to send personalized messages and offers. This increases engagement and can improve customer satisfaction.
Efficient Energy Management
IoT sensors can optimize the energy consumption of digital signage by adjusting the brightness and use of screens based on the presence of people and the amount of ambient light.
Examples of Applications
- Retail: Screens that automatically adjust offers based on inventory levels and customer behavior.
- Healthcare: Waiting room displays that show health information and adapt to patient needs.
- Transport: Digital signs at stations that provide real-time travel information and updates based on traffic data.
By integrating digital signage with IoT, businesses and organizations can improve their communications, increase efficiency and provide a more personalized experience to their audiences.
c) Digital Signage Sustainability
Digital signage offers several sustainable advantages over traditional signage. Here are some key reasons why digital signage is considered sustainable:
Reduction of Paper Waste
Traditional signage often uses paper, plastic and ink, leading to significant amounts of waste. Digital signage eliminates the need for these materials, significantly reducing environmental impact.
Energy efficiency
Modern digital displays, especially those with LED technology, are very energy efficient. They consume less power than older fluorescent systems and can automatically adjust their brightness based on ambient lighting conditions, helping to optimize energy consumption.
Durability and Long Lifespan
Digital displays are designed to last and withstand everyday wear and tear. This means less frequent replacements and less waste compared to traditional signs that wear out quickly and need to be replaced.
Real-time Updates and Less Waste
Digital signage allows businesses to update their content in real time without the need for physical replacements. This reduces the amount of waste generated by constantly replacing paper plates and posters.
Recyclable Components
Many modern digital signage components are designed with recycling in mind. This means that at the end of their lifespan the materials can be reused, contributing to a circular economy.
Reduction of Transport Emissions
Because content can be updated digitally, there is less need for transportation to deliver and replace physical signs. This helps to reduce companies' carbon footprint.
Because of these benefits, digital signage contributes to more sustainable business practices and helps companies reduce their environmental impact. Do you have specific questions about how you can sustainably implement digital signage in your company?