Get in the Loop

Mounting signs in display cases, and then changing them periodically, will soon be a quaint, rather than a routine, practice. Computer sign design has now resulted in a new advertising realm. Remove the printer from the picture, replace it with a dedicated network of video displays and — voila! — the result is direct-market advertising via electronic digital signage (EDS).

This is being demonstrated by EDS designers, who are exploring various network infrastructures, comprising computers; video-playback screens (featuring plasma, CRT, LED or LCD technologies); and various distribution methods via the Internet, a T1/T3 line, a digital service line (DSL) or a wireless (WiFi) approach to establishing various electronic advertising display networks.

However, EDS networks may redefine the process by providing a new marketing spin and delivery options. One EDS provider, Kevin Comora, (president) of Vizicast Multimedia Solutions (San Francisco), sees EDS redefining how businesses market to their customers.

"Retailers and other businesses that use electronic signage can now offer their customers electronic signage that allows their business content to have more immediacy and relevancy," Comora said. "Through this medium, businesses can offer sign content as ‘changeable messaging’ that can be updated to adjust for time of day, season, audience demographics and just breaking news."

Setting up an electronic-display network requires computer hardware and software that features content creation, scheduling and distribution. Like any other sales challenge, selling a suitable electronic-media solution involves insight into the customer’s strategy: What kind of content will the company create, and how and where will it deploy the message?

Next, the salesperson must know the potential customer’s goals. Is the company trying to increase its brand recognition? Is it increasing its sales or enhancing customer service? How many display screens will be allocated to each site, and where will they be located?

After the hardware has been chosen, and the advertising message created, the next step is choosing a display-scheduling package that determines the sequence of advertising spots (known as a "loop"), how many times the loop repeats and time adjustments that maximize the messages for specific audiences. A full-service, software package integrates all digital-content management, including network distribution, and monitoring and reporting the advertising schedule for client feedback.

Companies considering EDS typically "kick the tires" to test which scheduling software can match their particular needs and applications. Only the company itself can truly judge what’s best for its needs. Two electronic media providers, AdSpace Network (Burlingame, CA), distributors of CoolSign software, and SCALA (Exton, PA), providers of Info Channel software, describe their journey to this new paradigm.

AdSpace Network

AdSpace Network builds digital-display networks. The company develops, licenses and supports CoolSign