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Digital Information • digital Advertising

Digital information on digital screens is the current challenge in advertising and for the whole audiovisual business.

Never before, a technology has been adopted so fast as HD-TV in the consumer sector.

  • Black and White TV needed 25 years to reach 80% of the population;
  • for Color TV it took only 21 years to get to the same level of 80% and
  • HD-TV will finally make the delight of 80% of the European population in only 15 years.

This translates into an estimated number of 64'000'000 HD-ready TV-Sets required in Europe, a number which is bound to raise to 94'000'000 sets by 2011.

However, the biggest change will not take place in the living rooms but in the streets. Larger and larger digital screens with an increasing number of functionalities will soon be found at every street-corner, every shopping centre and at every public event.

In August 2007, a report was published, establishing a forecast for Digital Signage in Europe, predicting that the revenues from this kind of advertising would quadruple within the next five years, from 160 million Euro in 2007 to 626 million Euro by 2012!

The French post office is a good example, how to reach out to customers with audiovisual and modern information technology. Within the next two years, about 2500 postal offices will be outfitted with more than 5000 40" HD-screens connected to a multimedia centre. This "command post" will provide to all those HD-screens information about postal services, entertainments and advertisements.

An other sector of increasing importance within the coming years for audiovisual techniques is • Sports. More and more stadiums in the world are fitted with screens for digital marketing, information and entertainment. This does not only include the gigantic specialised installations for the display of life sports-performances. In and around the place of the event, screens of various sizes will be mounted, able to display all sorts of useful and necessary information.

This news item will show you more about the matter!

Get fit • fit to meet the sporting challenges of the audiovisual business.

Digital Signage

London Underground

The term digital signage (Digital Signage, Affichage électronique) describes the employment of digital medium contents with advertizing and information systems like elektronic posters, electronic road signs, instore marketing, digital sign-posting and large screen displays. Digital media is very easy and economically. Digital signage is showing up in locations where people gather to work, travel, shop, communicate or wait.

Digital Signage is audiovision (picture and tone) in a »new« application.

Areas of applications

Digital Signage is used in public areas and enterprise environment.
Advertisements and information is published with elektronischer Laufschriften and electronic posters. Underground rail systems and airports use digital information system to inform travellers on arrival and departure time or delays. Subway advertisment campagnes can be targeted for specific audience using a scheduler to show individual information at specific hours during the day. Even hotels, shopping malls, large companies, universities and public schools can use digital signage.

Digital signage can be divided in two areas of applications.

  1. Marketing- and Informationssystems;

  2. Guidance- and Signalisationssystems.

Both areas of application have the same technical background and the same benefit. For the planning, the concept and the realisation, there are difference between both of them. If you are interested in «Business Cases», »Technology« and »Content«, we propose you take a look at the following PDF-document. You can download it free of charge here «Digital Signage • Frequently Asked Questions».

Digital Signage

This topic is keeping us considerably busy. Among our news items, we discovered two products which present new, innovative possibilities.

As an av-professional, you can profit form this technology. Inform yourselves (why not at www.avAcademia.com) and look for partners among innovative marketing agencies. You will be able to bring your expertise, your services and your products into action.

Digital Signage ist not only electronic billboards, not only digital nameplates, not only images and sound. Digital signage is a multimedia application.

Images, sound and display control • this is Digital Signage

Well, the printing industry has reacted to the new challenge, introducing electro-mechanical “billboad-changers”, where several printed posters can be interchanged mechanically. The formats used range from A2 (420×594mm) up to A0 (841×1189mm) or even 3×A0 (841×3594mm).

In particular with the extra-large formats, the audio-visual possibilities for the use of screen-displays are rather limited. In a large number of applications – in particular inside of buildings – the use of video-projectors may be considered. And if you add the use of sound-technology – you find an audiovisual application to it's full extend.