By John Ochoa, Director of Business Development, Digital Signage

If you haven’t noticed, digital signs are suddenly showing up everywhere. Retail stores, malls, movie theaters and banks are using digital signage as the tool of choice for advertising, customer education and self-service applications. In an age where people expect instant information at every location, the need for businesses to provide timely and targeted messages through a digital medium that effectively captures consumers’ attention has become critical.

Advertising and customer service is critical to the success of any business and it is especially true for retailers who are trying to serve a broad range of consumers — ranging from well-informed, serious buyers to impulse shoppers. Retailers face the constant challenge of providing advertising and customer service in ways that capture the attention of consumers and impacts purchasing behavior where it counts most — at the pointof sale.

For decades the main form of in-store customer communications has been printed signs. But the high cost and time-consuming planning that is required to print hundreds or thousands of signs puts enormous restrictions on the type and number of signs that businesses produce. Many nationwide chain stores need to target local customers while simultaneously following corporate messaging policies. Printed signs are quickly outdated and require in-store resources to continually take down and put up signs. Digital signage allows businesses the flexibility to easily communicate time-sensitive information and makes it possible to create targeted messages based on consumer demographics and psychographics.

China’s Growth in Out-of-Home Media Seen Across All Consumer Touchpoints
With just over 1.3 billion people, China is the world’s largest and most populous country, it is also home to the world’s largest out-of-home digital signage networks. China is a country on the move, from mass transportation systems to elevators to hotels and shopping malls, out-of-home media has experienced tremendous growth in a country where only one household in three currently owns a television.

If you’re attending the Beijing Olympics your first exposure to digital signage will likely happen at the Beijing Capital International Airport, Terminal 3. Terminal 3 was constructed to handle international arrivals and departures for the 2008 Summer Games and is the primary hub for Air China, Lufthansa, American Airlines, Air Canada, and British Airways. The terminal is expected to handle more than 43 million passengers per year with the addition of 120 gates. Air travel in China is currently growing at a rate of 10% annually, with 131 million inbound travelers in 2007. Growth in tourism and rising domestic incomes are expected to increase air travel to more than 200 million travelers in 2008. The government has announced plans to build 100 additional airports by 2020. It is with this background that Airmedia Group has become one of the major players in China’s digital signage marketplace.

Airmedia operates of the largest digital media network in China dedicated to the air travel industry. Airmedia currently has the concession rights to operate signage systems in 52 airports across China, including China’s five largest airports. In addition to operating digital signage networks, Airmedia offers advertisers other media platforms that include light boxes, 3D Displays, and 360-degree LED displays. It also places media on inflight screens on the routes of 9 Chinese airlines giving Airmedia more than 16,000 screens inflight. The length of AirMedia’s in-flight programing typically ranges from approximately 45 minutes to an hour per flight, approximately 5 to 16 minutes of which consist of advertising content.

At the Beijing Capital International Airport more than Five hundred thirty-eight digital signage displays have been installed with the help of several key suppliers. A major portion of Airmedia’s system uses DT Research’s WebDT Signage System that includes industrial-grade signage hardware, content management software, and device management software. Using the WebDT Signage System enables the delivery of dynamic advertising, information, news, and training that can be displayed in up to eight zones on each screen. Content scheduling and playback are all controlled remotely via secure wireless media players. Additional LCD panel suppliers also included Samsung, Haier, and HPC International.

Airmedia Group has grown through several key acquisitions and partnerships, in July it acquired Excel Lead International and Flying Dragon Media Advertising. The acquisitions diversified Airmedia’s offerings to include advertising on gate bridges in 10 airports in mainland China. Airmedia announced a strategic partnership with the WingsMedia, a division of Shanghai Media Group, one of the largest media companies in China to provide content for Airmedia’s network. AirMedia obtained the exclusive right to show selected news, theme programs, and documentary clips provided by SMG in airports and on airplanes from March 2008 to February 2010. AirMedia’s standard programs in airports currently include 25 minutes of advertising content and 35 minutes of non-advertising content during each hour of programming, and are shown for approximately 16 hours per day.

Business Media China (BMC), one of the largest media placement agencies in China reported that almost all of its inventory has been sold out at Terminal 3 through the end of 2010. Advertisers include Samsung, Coca-Cola, and Ferrari. BMC is also working with Zeno Global, a company holding a patent on a new kind of light box advertising. Based on a phenomenon known as “persistence of vision”, advertisements appears to move when passengers approach the panels from any direction, they see a sequence of moving images that react to each person individually. If a viewer stops, the image stops. If a viewer’s head moves back and forth, the image corresponds. Content can be sourced from film, video or computer animation, including TV commercials. Advertisers supply Zeno with a short video clip which Zeno converts to an encoded, 2D poster using proprietary software. Examples of image sequences might include car companies showing their products from different sides and changing the color of the car.

Through a combination of growth and acquisition, Focus Media has become the largest out-of-home provider in China with a broad portfolio of advertising platforms. Their portfolio includes more than 200 outdoor LED displays in Shanghai and more than 112,000 flat-panel displays in high-traffic areas, such as elevators, hotels, and shopping malls in over 90 cities across China. An in-store network with more than 50,000 flat-panel displays in approximately 4,000 hypermarkets, supermarkets, and convenience stores was established in 2005. In 2007 Focus Media acquired CGEN Digital Media expanding its in-store digital advertising network to large chain stores across China.

5.6 million people use the Shanghai Metro on a daily basis and view more than 4,237 flat-panel public information displays (PIDS) across 4 subway lines and 85 stations. The system includes platform-based and train-based displays and was developed and managed by Digital Media Group (DMG). DMG operates signage systems in six urban areas including Hong Kong with 308 displays on 11 subway trains. Programming includes news, weather, community and transportation updates. DMG has recently formed a partnership with New Media Information Communications Ltd. to operate more than 800 high-tech plasma displays at bus stops across Shanghai increasing DMGs reach to include more than 5 million additional passengers above ground.

The Hong Kong Airport Express is a high-speed rail link that runs between Hong Kong International Airport and Hong Kong’s Central business district. The 28-minute trip includes information and entertainment programs that reach more than 10.2 million passengers per year from The Elite Channel using 23-inch LCD monitors.

According to a study conducted by CTR Market Research (CTR) in September 2007, over 25 million trips were taken daily on public buses with digital television displays in China. VisionChina Media operates one of the largest out-of-home advertising networks using real-time mobile digital television broadcasts to deliver content and advertising on mass transportation systems in China. The company’s network consists of over 33,000 digital TV displays reaching 14 of China’s most affluent cities The company’s network offers the ability to deliver real-time, location-specific news, stock quotes, weather and traffic updates, sports highlights, and entertainment programs.

Experts say the digital signage market is poised for explosive growth, providing great sales opportunities

The popularity of digital signage is apparent in just about every facet of our lives. Digital signs are commonly installed in transportation hubs, arenas, schools, stadiums, convention centers, banks, airports, corporate facilities, and retail businesses. They can deliver relevant, meaningful content in the right place at the right time to invoke a desired response from the viewer. A networked digital sign can provide customized messages based on a number of factors such as time of day and/or location. The communication value of digital signage is apparent. However, is this an opportunity for VARs to add more sales?

“Absolutely,” says Mike Strand, president and CEO of StrandVision Digital Signage, a company that provides Internet-based digital signage services. “Companies outside of the traditional retail space that are interested in digital signage rely heavily on the VAR for the entire process and are willing to pay close to manufacturers’ list prices

CCN the UK Government and Public Information network has sold its digital signage network to Life Channel owners CanMedia.

CCN had been toiling away in the sector for almost 5 years, and over that time have built an impressive network of connections (Tony Blair launched their first network in the North East of England), but the deals have been painfully slow to come on-line. The CCN concept is that in a world of negative media attention, local councils needed their own way to promote their agendas and report their progress in a more positive way.

The networks were to be funded by the councils themselves and no 3rd party advertising. All the results from independent research showed excellent results from campaigns (such as reducing the fear of crime) and although it seemed as almost every council in the country had in principle agreed to roll out, the red tape made progress impossibly slow.

Meanwhile CanMedia have been steadily building their own presence in the public sector, with a growing collection of networks covering public health, local councils and education. With a model more based on media sales revenues, they have been able to find willing sponsors and to roll out without waiting for official local government backing. Once the networks are in place, they have councils quite willing to use them.

CCN will continue to operate its networks in the USA.

Unlike other TV networks, CBS is taking its commitment further. Owning networks—or, at the very least, signing exclusive sales agreements with networks—allows CBS to control not only content but all inventory, a plus for advertisers. “CBS is more serious about the space than their competition—they aren’t just looking to rep space,” says Daniel Wilkins, president of Atlanta-based out-of-home agency Wilkins Media, which in April launched a new division, n2, to handle digital out-of-home buys.

Digital Signage Solutions Leader and Major Sailing Content Publisher Team with Apple(TM) Reseller Solutions, Inc. to Design and Implement State-of-the-Art HD Network to Debut in August in Prestigious International Yachting Destination

Last update: 3:01 a.m. EDT Aug. 1, 2008
BLACKBURN, England & COWES, ISLE OF WIGHT, England, Aug 01, 2008 (BUSINESS WIRE) — Dynamax Technologies Ltd., a global leader in digital signage solutions, today announced it has teamed with Cowes, Isle of Wight, U.K.-based The Knowledge Zone Ltd. (TKZ), a major publisher and distributor of sailing, yachting, and boating content, and Solutions, Inc., the U.K.’s premier Apple Premium Reseller and wireless network innovator, to design and implement a high-definition (HD) digital signage network, called iZone, to display yachting-oriented content in the world-famous yachting town of Cowes, Isle of Wight.
The iZone system, comprised of 12 screens stationed throughout Cowes, is securely networked by state-of-the-art wireless technology, and powered by Dynamax Technologies’ POV digital signage content management, preparation, and delivery application. Solutions Inc. supervised the network’s design and technical requirements, and physically installed its wireless nodes and screens. The three companies worked collaboratively to ensure the interoperability of all components, perform multiple operational tests, and bring the network online by July 31, 2008.
Cowes, known worldwide for its yachting heritage, typically hosts approximately 200 racing events each season. The major event of the year is the world-famous Cowes Week, first staged in 1826, and the largest and longest-running regatta of its type in the world. Every year, more than 120,000 sailing aficionados converge on the prestigious international yachting destination for the week-long affair, and to enjoy the town’s unique atmosphere and setting. Now, with the availability of the new iZone network, yachting enthusiasts can permanently experience HD content related to each weekday’s competition, and a wide range of related footage and information on the system throughout the remainder of the year.
“This distinctive, specialized digital out-of-home media network deployment truly showcases POV’s world-class flexibility, scalability, and functionality, as well as its penchant for efficiently managing complex architectures across multiple technology platforms,” said Ian McKenzie, chief executive officer at Dynamax Technologies Ltd. “Moreover, this installation also demonstrates POV’s ease of use, seamless integration, and utility in a wide range of diverse indoor and outdoor environments, industries, and market segments.”
“The introduction of iZone is the next logical step for The Knowledge Zone in significantly expanding the reach and distribution of our sailing and boating content to a much broader and more engaged target audience,” said Steve Sleight, managing editor of The Knowledge Zone. “Digital out-of-home media networks, such as iZone, are important components of our content creation and distribution strategy, and offer tremendous opportunities worldwide to deliver rich, compelling, and useful information, as well as powerful advertising from our marketing partners.”
The initial iZone network rollout consists of 12 HD screens stationed throughout Cowes. One screen is placed outdoors at the town’s main marina, Cowes Yacht Haven, while others are deployed in the town’s most popular pubs. Unlike most digital signage installations, which exclusively display advertising messages, the iZone network broadcasts useful editorial content, as well as advertising. Using a multiple-region format for the screens, the network broadcasts live and recorded HD sailing video footage produced by TKZ; current sailing conditions on the Solent, the area of water between southern England and the Isle of Wight made tricky by strong double tides; weather reports and forecasts; tide information; and scrolling news headlines provided by major news sources and TKZ’s Cowes Online web site.
In the future, the new network will enable TKZ to deliver live content directly from the water to the shoreside audience, who, in previous years, has not been able to get close to the action on the race course. Additional plans include extending the network of screens operated by TKZ to other locations throughout the Isle of Wight and onto the U.K. mainland, and the development of a mobile network to provide real-time race updates, live video, and information to mobile devices.
About Dynamax Technologies Ltd.
Headquartered in the United Kingdom, with regional offices in New York, N.Y., Dynamax Technologies Ltd. is a global leader in digital signage software applications, and a leading designer of out-of-home communications networks for media content owners and distributors, retailers, government agencies, universities, and Fortune Global 500 corporations. Dynamax enables its clients to connect with core target audiences by eliminating many of the complexities associated with launching and maintaining digital signage networks. The company’s flagship product, POV, reaches over 30 million consumers around the world each week by delivering customized and highly-targeted news, advertising, and informational content in real time to thousands of networked screens from a single location. Dynamax has strong partnerships with major digital signage, information technology, and audio/visual hardware vendors, and important customer relationships with top-tier retailers, content providers, and corporations. For more information, please visit http://www.dynamaxworld.com.
About The Knowledge Zone Ltd.
Based in Cowes, Isle of Wight, U.K., The Knowledge Zone (TKZ) is one of a new breed of digital publishers focused on delivering high-quality content on specific topics to targeted audiences through whichever media they prefer. The company specializes in the development, production, and distribution of multimedia content aimed at yachting, boating, and leisure sailing enthusiasts. Its print properties include the heavily-illustrated, world best-selling Complete Sailing Manual, published by DK worldwide; the Royal Yachting Association’s flagship book, Start Sailing; and the Cowes Port Handbook, an annual guide to the U.K.’s sailing and boating playground. In the online realm, TKZ publishes Cowes Online ( http://www.cowes.co.uk), the official Web site of Cowes, and its rich media section Cowes TV ( http://www.cowes.tv), which offers live and on-demand video streams of all sailing competitions staged throughout the year in the town. For more information, please visit http://www.theknowledgezone.net, or http://www.cowes.co.uk.
About Solutions Inc.
Headquartered in Brighton & Hove, with four other retail locations across the southeast region of the U.K., Solutions Inc. was founded on one simple ethos: to provide customers with elegant and affordable resolutions to their specific business logic problems. Now, with over 16 years experience in delivering best-of-breed information technology (IT) and communication facilities to the creative and education sectors, few can match the firm’s professionalism and pedigree. Supported by over 60 technical experts, Solutions Inc is the U.K.’s most dynamic and technically-adept Premium Reseller of Apple’s computer and lifestyle products. Through its own Internet services division, the company has an enviable track record in pervasive wireless deployments, including the U.K.’s first commercial metropolitan area wireless Internet service, launched in Brighton in 2002, and the U.K.’s largest metro area wireless network for home learning, launched in Blackpool in 2004. Solutions Inc. specializes in the complete management of all aspects of a deployment, from hardware specification and network design, to software support and round-the-clock maintenance. For more information, please visit http://www.solutions-inc.co.uk.
SOURCE: Dynamax Technologies Ltd.

Abelson Group, Inc.
Keith R. Pillow, 805-389-1815
keith@abelsongroup.com
or
The Knowledge Zone Ltd
Steve Sleight, +44 (0) 1983-245505
steve.sleight@theknowledgezone.net

REDMOND, Wash. & EAGLE, Idaho–(BUSINESS WIRE)–Sept. 19, 2006–PlayNetwork Inc., the leading custom media services provider for businesses worldwide, is now using the BroadSign(TM) Suite to offer full-service video media solutions to retail, hospitality, health clubs, banking institutions and other businesses.
Retailers and other businesses looking to feature dynamic video content for customers to experience can now turn to PlayNetwork as a single point of contact for video media solutions that include rich asset management, scheduling and location-specific playback. The working relationship between the two companies also opens up more immediate and appealing advertising opportunities for national media buyers looking to reach particular target audiences.

“BroadSign’s software places PlayNetwork in an unprecedented position of offering tremendous video programming efficiency, coupled with our internal music management and client enterprise management systems,” said James Condon, PlayNetwork’s senior VP, video media services. “On both audio and video fronts, we customize and enhance branded media programs and can provide even more cost-effective solutions for advertisers using a wide spectrum of digital media to reach their target audience segments.”

The BroadSign(TM) Suite allows network operators to handle both the technical and the media placement aspects of managing digital signage networks. In addition to ensuring robust performance, stability and security, the BroadSign Suite facilitates planning and executing of advertising campaigns, from targeting to monitoring and performance reporting.

The BroadSign(TM) Suite resolves advertisers’ concerns over accountability of digital signage advertising by generating ad playback reports for each screen at any point in the campaign. These proof-of-play reports can then be used to compare achieved exposures against the planned runs, a metric applied for campaign analysis and invoice reconciliation. The BroadSign Suite also enables scalable growth with minimum operational staff.

“Expanding further into digital signage is a natural move for PlayNetwork who already has a solid foothold with premier chains for audio and promotional media services,” said Brian Dusho, executive vice president of sales and marketing of BroadSign International. “We are excited to assist PlayNetwork in winning new market share with several new innovative video networks being deployed within the next quarter.”

About PlayNetwork

PlayNetwork Inc. is a global media services leader for business. PlayNetwork provides branded video (digital signage), audio (music and messaging), promotional media, quality audio/video systems, and professional services that deliver compelling experiences for retail, hospitality, health and fitness, retail banking and other businesses. Established in 1996, Redmond, Washington, based PlayNetwork services leading national brands such as: Abercrombie & Fitch, Brinker International, Chico’s, CompUSA, Diesel, Houlihan’s, Petco Animal Supplies, Starbucks Coffee Company, TGI Friday’s and The Finish Line. More information is available at www.playnetwork.com.

About BroadSign

BroadSign International Inc. is a worldwide provider of software solutions for operating signage networks. The company’s core product, BroadSign(TM) Suite, resolves the challenges facing operators of digital signage networks: the need or ad sales functionality, robust performance and scalability. The desktop component of BroadSign(TM) Suite, BroadSign Administrator is an intuitive interface enabling media specialists to target, sell or purchase network airtime, similar to the way they do it in network and cable TV. BroadSign combines extensive expertise in digital signage software, media, innovative marketing, and information technology. The company’s corporate office is located in Eagle, Idaho, (USA).

EL SEGUNDO, Calif. — Ripple, a network of screens located in specialty retail locations, announced that the company has contracted with a subsidiary of Einstein Noah Restaurant Group to bring Ripple screens into selected restaurant locations across the country. Einstein Noah Restaurant Group is the parent company of Einstein Bros. Bagels and Noah’s New York Bagels.

With the addition of screens in Einstein Bros. and Noah’s, the Ripple network will reach nearly 30 million people each month, expanding Ripple’s footprint in the Midwestern and Eastern regions, particularly the major metropolitan markets of Chicago, Boston, Detroit, Washington D.C., Philadelphia and Miami.

Ripple’s network of screens integrates national content like news, weather and entertainment stories with customized, community-focused news and local event listings. This blend of information and community forum is paired with targeted advertising offered at the national, regional and local levels.

The Einstein Noah screens join Ripple’s Lifestyle network, which reaches affluent, engaged consumers at moments of dwell-time they associate with leisure and positive retail experiences. Other Lifestyle network partners include Borders, The Coffee Bean & Tea Leaf, Robeks and Tully’s Coffee. Ripple’s QuickServe network engages dynamic, fast-moving audiences in high-frequency settings.

“Extensive research demonstrates that audiences in these environments find true value in local, regional and national content to keep them connected,” said Alex Nocifera, founder and president, sales and distribution at Ripple. “Ripple’s Lifestyle network fosters that experience, offering news and entertainment combined with the added value of sharing information about locally relevant products, services and community events.”