How To Build a Whitebox Digital Sign System

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Digital signage is an inexpensive way to deliver effective, media-rich advertising. It's also a new way for system builders to expand their product and services offerings.

In this TechBuilder Recipe, I'll explore the architecture, software, and hardware components of digital signage. Then I'll show you how to assemble a whitebox digital signage "player" that can be used as either a standalone digital sign or one media player in a network of signs. I'll also offer a step-by-step assembly and configuration of a standalone digital sign that can bring vibrant and timely media content to life. Finally, I'll look at how digital signage can be scaled from a simple distribution over a local LAN to the Internet to terrestrial multipoint or even satellite networks that connect worldwide corporations.

WHAT IS DIGITAL SIGNAGE?

While the term "digital signage" encompasses several applications and technologies, it generally refers to electronically controlled signs. These signs can be updated by scheduling software, by "pushing" new content, or by hand—all without the expense of changing a physical sign. This makes changing signs quick and cost-effective. It also allows for content distribution via networks to hundreds or even thousands of displays simultaneously.

Digital signs range from standalone players—like the one we're going to build in this Recipe—to complex networks of content authoring boxes, servers, and media players.

Digital signs can attract far more attention than traditional signs, because digital hardware can display all types of media. It can even be combined with news feeds and live video. Just as important, digital signage software helps keeps content fresh with its ability to schedule and distribute updates, around the local LAN—or, via the Internet, around the world!

Consumers love signs. For example, every day millions of people watch the jumbotron in New York's Times Square. Retailers love signs, too. One 2004 study by the Prime Consulting Group found that drugstores can boost sales by three to four times simply by adding signs to the product promotion.

Digital signs are typically used to advertise, educate, and update. They can be found in retail, corporate communications, education, and government. There is even an LCD panel in my local gym displaying various workout schedules along with advertisements for local restaurants and bars, further evidence that digital signage is not just for large corporations.

The most critical success factor for any digital signage campaign is the content. Content is indeed king. To be effective, content must capture and hold the attention of the viewer. If the content is inappropriate, unprofessional or dull, the message will simply be ineffective. In fact, poor or "played-out" content is the single most common reason for ineffective digital advertising. So whether you're planning to use digital signs yourself, or recommend them to your users or customers, make sure the signs contain professional-looking content that is updated regularly.

DIGITAL SIGNAGE SOFTWARE

An array of software supports digital signage:

* Content Creation: Signage begins with content creation. Content can be as simple as a looping MS PowerPoint presentation, or as complex as a professionally-produced commercial video "spot" combined with a live news feed.

Some signage content-creation applications include tools that produce or alter content. One example is software from Scala. Others, such as apps from WireSpring, focus on content distribution after it is created using one of the many popular media authoring tools (such as PowerPoint, Corel, FinalCut, Pinnicale, and Vegas).

* Scheduling and Distribution: Once signage content is authored, it can be scheduled for "broadcast" to media players; these players, in turn, can be connected to a local network or the Internet. Scheduling and distribution applications act as servers for media content, meaing they can target the content to specific players at specific times. Some signage applications use multiple windows, scrolling messages and narrowcasting to provide on-the-fly updates to individual players. Distribution software keeps logs to provide "proof-of-play" and help measure effectiveness.

* Media Playing: As content is received, media players store and play the media as directed. Displays designed specifically for signage may have asynchronous RS-232 ports that can be used to report the health of the system back to distribution servers.

DIGITAL SIGN COMPONENTS

For the purposes of this Recipe, I'll focus on the media player device. It is, in most cases, a whitebox PC adapted for use in a digital-signage installation. While the design and build of other PCs used for content creation and scheduling and distribution will depend heavily on the software used and scale of the system, media players are common to all digital signage applications. Also, they have a fairly standard configuration, and they represent the bulk of the hardware in any digital signage system.

I built a player using simple media-playing software and designed to function as an effective standalone digital sign. This player illustrates elements common to all players. In fact, this standalone player, when attached to a network and under the control of scheduling and distribution software, could be used quite effectively as a media player for a larger-scale system.

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