Genre: Smart city

Business communicators who want to drive meaningful and timely messaging on their workplace digital signage networks should get to know and embrace a nerdy little acronym – API.

That’s short for Application Programming Interface. While that will look both intimidating and boring to people charged with workplace communications, having access to APIs is a big deal for running a digital signage network that is always current, always relevant. and best of all, highly automated. For busy HR pros, it can be a lifesaver, because of the way data can work with software tools to steadily feed the content beast.

Imagine keeping staffers in office areas and out in the warehouse and production areas steadily informed on what’s going on, what they need to do, and how things are going, without allocating full-time resources to pull material together and get it all out to screens. Imagine all the complexity gone from tasks like accurate messaging based on things like location, time and operating conditions.

With APIs, that’s all not only possible, but relatively easy with the right software solution and technology partnership. In layman’s terms, APIs make it possible to securely access real-time data from business systems and cloud-based software platforms. An API presents that data in a reliably structured format, that can then be ingested by a content management system and used to present steadily updated, dynamic content on screens.

Still a little nerdy, we know, but here’s how that looks in a workplace:

Those time consuming and boring Spreadsheets and PowerPoint slides that a manager or assistant creates manually, and then prints and posts in break rooms or work team meeting areas, can instead be live content on one or several screens. In a manufacturing environment, that screen might be showing live charts that reflect production numbers against target, inventory levels, or shipping volumes reported by product, production line or whatever variable that’s required.

When a sensor connected to production equipment detects a spill, it can automatically trigger a warning notice to screens in that immediate area, with specific instructions for workers. Around the rest of the plant, the notification message might be different, or there may be no need for any messaging about the incident. Contrast that with older systems that might trigger a general alarm that a whole facility will hear and react to, causing downtime.

In a sales office, a screen or screens automate the key performance indicators – like sales pipelines and sales performance against targets – on real-time dashboard screens, instead of being printed out for discussion and review at a weekly sales team meeting.

At a logistics facility, cameras and sensors pick up and report when a truck enters the yard, and then logs on screens when it arrives at a bay, when it loads or unloads, and when it exits the facility. Compare that with a job that’s otherwise left to paper sheets and clipboards only a handful of people ever see.

At facility exit areas, automated content can let workers know about traffic problems or transport delays and disruptions, before they leave the premises and end up in a traffic jam they wished they’d known about.

Working with data for your communications can be easy

While all this likely sounds quite technical, and over the head of many human resources people who don’t think they missed their calling in IT, working with data is increasingly easy.

That big hurdle – getting at real-time data – is now easy for many to most businesses, particularly those running on contemporary, cloud-based systems. APIs for these types of systems are common, and usually essential now for doing business.

Smart digital signage and interactive solutions companies have developed tools – like data connectors and dynamic content templates – to make it easy. While every business out there is a little bit different, communication needs don’t vary as much. Most companies have KPIs they’d like to show on screens. Most companies want to celebrate success and acknowledge team milestones. Most companies want a means to reinforce safety, and a way to report how things are going.

Using something called HTML5 and Java scripting – don’t worry, you don’t need to learn them either – a content template can be updated instantaneously, and things like charts and graphics re-drawn and images switched, with no intervention from a creative person (or anyone else). Magic!

The right messaging can help boost performance. When a work team is behind on a task, real-time data can show where they’re at and encourage speeding up or re-allocating resources. Some companies have taken a cue from online game platforms to “gamify” work tasks – pitting teams across a plant, or multiple plants, to boost productivity with fun visuals and incentives.

The right digital signage solutions providers will have the tools and knowledge to work with customers and come up, usually quickly, with content automation templates. Often, busy IT staffers within an organization need to have little or no involvement when the systems that have the desired information are equipped with APIs.

NO APIs? Message automation is still possible, just ask.

When there are no APIs, that doesn’t mean partial or full automation is not possible. First, a solutions provider can work with the technology provider that has the platform and data, to develop custom access. Often, all that’s needed is some means to push data to a shared directory that is secure for the tech col, and accessible by an outside system.

It’s also possible to strip down and simplify automated messaging. Something as simple and ubiquitous as Google Sheets spreadsheets can be used. For example, if a company wants to post production target numbers at the start, middle and end of each shift, someone just needs to key those in to the right cells on the shared spreadsheet, and the CMS platform will “see” the changes and speedily, if not instantly, change that on screens, in numbers and charts that can grow, shrink and change color based on the design and pre-set parameters.

How to get started with automating workplace messaging

So how does an organization start optimizing and automating critical workplace messaging?

Three key steps:

1. Establish what messages are needed, where they need to be, and how often they change;
2. Determine where the information is generated and resides, and whether it is accessible (i.e. has an API);
3. Find a solutions provider that understands how to work with real-time data and has a track record of doing so for organizations.

The most successful workplace digital signage projects are those that are steadily fresh, timely, relevant and visually interesting. Done manually, it would be a lot of work. But with the right toolsets and tech partners, it should be a breeze. And much-loved around the organization.

Do you remember the last time you downloaded a new, free software for your business? You had to learn how to use it and then train all your staff. When something went wrong you were the one everyone came to with questions. You were spending evenings and weekends updating the software so the latest version was ready to go on Monday morning. You quickly realized your productivity was declining and you still weren’t seeing a return on investment.

All of a sudden that free software, like PowerPoint, isn’t really free anymore. Your digital signage software doesn’t have to be that way.

We recently heard from a real estate brokerage that hired an employee to work for $20 an hour, 6 hours a day, 5 days a week, for 8 weeks (that’s $4,800). This employee was to build a PowerPoint presentation as part of the business’s communication strategy to engage employees and customer. The presentation would run on a computer monitor in their front lobby and showcase a slide about their agents, a few slides for currently listings, a few slides for open houses, and so on. So what’s the problem? Well, to start, the presentation would be out of date as soon as a property sold or an open house ended.

Now, imagine if that broker had invested that $4,800 in an automated digital signage solution that synced with existing technologies used by the brokerage to share information in real time. They’d have money to spare and immediate ROI. Also, the investment allocated to digital signage software would service the office over a long period of time, with dynamic content versus the manually 8-week effort needing to be repeated.

Free is only free when you first click download. Ongoing work and user experience will fall short of expectations and cost your team valuable time with low value tasks.

Don’t fall victim to the free software struggle. Get your complementary digital signage solution quote and demo today and find out how easy and affordable it is for you to get started on a proper system, designed for you.

Is the cost of digital signage software out of your budget? Think again.

Digital signage is becoming increasingly popular in today’s marketing and advertising landscape. Effective communication is at the forefront of many corporate, manufacturing and even real estate companies and they’re taking ideas from big B2C marketers.

You’ve seen big brands use TV screens and digital displays to showcase their brand for years. Think about New York’s Time Square or those tempting videos of Tim Horton’s latest donut creation while you’re waiting in line to order your double double. How many times have you caught yourself impulse purchasing because of how good those donuts look on that screen? Now imagine if you could do that for your business!

Average Costs of Digital Signage

You know you need to improve your communication efforts, but what’s the cost of an effective digital signage strategy? There are four main components you need to consider while you plan your digital signage strategy:

1. Software

The heart of your digital displays is the software. The software allows you to:

1. Manage the content you share across your digital signage network
2. Automate the information you share on which display
3. Integrate content from various data sources to simplify the sharing of information across your network

When it comes to software, don’t think you have to break the bank. Your digital signage software can start as low as $15 per month or lower if you have a high volume of licenses. For a solution with templates designed for your market to promote your products or for internal office communication, you can get a value packed software license with some content automation for just $49 per month.

2. Displays/Monitors

Depending on who you’re targeting and where you’re communicating – at a mall, in your front lobby or in your staff lunch room – your display options will vary, as will your prices. For options such as kiosks, interactive monitors, video walls, and tablets, have various price points. What you need to consider is a software provider that understands the hardware market and can bring you options that fit your needs. Some hardware needs can be met with monitors or “TVs” you already have. Some installation needs may require a commercial grade monitor. Plan for some investment in hardware and ask questions. A reputable provider will offer leasing on hardware as well. Leasing digital signage hardware is a great solution for many businesses and enables you to get everything you need at one time.

3. Media Player

Based on your display/monitor, you will need a media player to send content from your software to various screens. The media player is a key component to keeping your signage live. Cost will determine the quality, performance, and security of the content you share. The media player you choose should reliably support the needs of your display devices. You have many options when it comes to media players but remember a cheap media player creates risk that your signage will fail. It is recommended that you plan for approximately $995 for the cost of a proper media player. It’s a one-time cost or in many cases can be leased monthly to help your cash flow.

4.Content strategy & content creation

This can be an in-house cost through your Marketing or Communication team, or you can outsource the development of your content strategy to experts in digital signage who understand the why, how, when, and where to communicate, and will partner with you to learn about who you’re reaching and what you need to share. The cost of a content expert can be built into your monthly plan but to give you an idea, a proper well thought out content strategy support by digital signage experts cost around $3000 and be a one-time investment, quarterly or annual depending on your needs.

The digital signage partner you choose should provide payment options when it comes to your digital signage strategy. Monthly plans can be tailored to your business needs and objectives, while easily aligning to budgets and achieving ROI, which should all be established in your overall content strategy.

Ultimately, you’ll want to be aware of those “free” software offers that turn out to be anything but free and understand the value of partnering with a digital signage software provider. Many of those free software options will require set up time and training for both you and your staff the costs will quickly add up.

Your Digital Signage Cost Breakdown

While evaluating your options, it’s important to know the numbers right out of the gate. Without this you’ll have a hard time aligning the budget to the ROI.

Some companies provide their own cost estimators so you can build your own quote with the options you’re most interested in. The ultimate goal is to find a software and hardware provider that will partner with you to understand your business goals and challenges and provide packages with pricing options that meet your needs.

Don’t let your fear of cost outweigh the benefits that digital signage will have to your business. Take a look at the possibilities of digital signage for your business.

The Benefits of Choosing a Digital Signage Partner

Choosing a digital signage partner to take care of the four components of your digital signage project means you can spend your days focused on building your business while your beautifully designed, dynamic digital displays share relevant, accurate information in real-time, attracting new customers to your brand.

Your digital signage partner should understand your business needs and support your business goals through your content strategy, by recommending the types of displays and their most effective locations, and the frequency of information shared on those screens. For example, a real estate broker may be looking to increase agent retention internally and improve brand awareness within the community. Your digital signage partner should recommend a back-office display for internal communications, front window monitors to showcase your brand, and a kiosk for your local shopping centre to showcase agents and listings to attract new customers.

You’ve likely heard about podcasts but have you joined the masses and started listening to them yet? Podcasts are a really great way to stay up to date on industry news and trends, professional (and personal) development, to get inspired about a topic of interest, or even just to relax and escape the daily grind.

Here’s a list of five playlist-worthy podcasts for the modern Marketing Communications professional. Whether you are a responsible for office internal communications, marketing communications for your brand globally or in a niche market of manufacturing, real estate or any other industry…these podcasts are worth your time.

1. Gary Vee

Gary Vaynerchuk is an entrepreneur with a portfolio of businesses under his belt. He’s spent his career building multi-million-dollar business. His podcasts cover everything he’s learned along the way from entrepreneurship to social media and more.

2. Kerwin Rae

Kerwin Rae is an entrepreneur, investor, business strategist and international speaker who helps business succeed. His punchy, no-holds-barred, “nothing is impossible” attitude is contagious and motivating, and worth a listen.

3. Scott & Alison Stratten

Scott and Alison Stratten take a bit of a different approach to their podcast. Rather than talking about what to do, they talk about what NOT to do first, which makes way for conversations about what you need to do in your marketing efforts. Hence, UnMarketing.

4. Simon Sinek

Simon Sinek has brought the theme ‘Start with Why’ to the forefront in many businesses. His first TED talk in 2009 is ranked the third most watched on TED.com. He is an optimist, a best-selling author and renowned leader.

5. Harvard Business Review

Harvard Business Review features conversations on women in business, leadership, management, and an advice show on workplace dilemmas. Like their articles, the thought-leadership is both educational and engaging.

That old adage about using the right tool for the job definitely applies in digital signage – with made-for-purpose commercial displays a wiser choice for most jobs than TVs that may look similar, but are very different inside.

Using flat panel TVs for commercial purposes will almost certainly save on upfront costs, and then cost much more in the long run because of the need for repairs and replacements, and the inability to manage the screens remotely.

While large-format flat panel televisions are sleek and carry some of the same attributes as commercial digital signage displays – like Ultra HD 4K resolution and such technologies as HDR – they’re not engineered for commercial applications.

Here are the big differences

Engineering

TVs are designed to operate for relatively casual use, running a few hours daily. They aren’t engineered to run for 16 hours a day, or even 24/7. They also aren’t engineered to change their orientation and be used in portrait (vertical) mode – a common format in digital signage and advertising.

Management

TVs are built for home use and have audio/video connectors designed to hook up with cable TV and streaming services. They don’t have or need connectors that allow for remote management. Commercial digital signage displays, by comparison, come with connectors – such as RS-232 – that allow technical people to remotely access, monitor and troubleshoot issues.

Tampering

It seems trivial, but a huge problem with using TVs as commercial displays is remote controls accidentally or willfully shutting screens off. Commercial screens can block remote control signals and have routines to force screens back on if shut off.

Brightness

TVs are designed for homes, and don’t need or have the brightness levels required to cut through the ambient light and glare of commercial environments. While there are entry-level digital signage displays that have the same brightness as TVs, they can also be as much as 8X brighter, depending on need for light conditions, window installation or even outdoor signage.

Warranty, Wear and Tear

Televisions do not, typically, carry warranties that consider heavy commercial use. A TV warranty tends to be one year, and limited, versus three years for many to most commercial displays. Network operators who use TVs instead of more costly commercial displays tend to either not understand the implications and risks or make the calculation that they’ll have to replace a percentage of their screens over time.

What to expect when using TVs versus Commercial Digital Displays

Here’s what can play out when a digital signage network operator decides to go with TVs versus commercial display panels.

Prices vary by manufacturer and specs, but let’s say an operator saves $500 by choosing a TV over a same-sized commercial display panel. That’s significant, for sure. But while a commercial display is rated for, on average, five years of duty, a TV will be lucky to get three. So that $500 saving is wiped out by the need to reinvest in a new screen two years earlier. Add on that the likelihood, over that three years, that a maintenance technician will need to go on site at least once to troubleshoot a darkened screen (because there are no remote management tools in place). That service call will cost at minimum $150 an hour, and take two or three hours because of travel and time on site.

Digital signage solutions providers regularly field customer questions, and get objections, when they quote projects that use commercial displays. More familiar with Best Buy and Walmart prices, their sticker shock is understandable. It may seem like the service provider is trying to make extra money on a project by selling more expensive equipment, but they’re actually trying to save money for all concerned. They don’t want unhappy customers, and they don’t want the grief.

Think of commercial digital signage displays as tools. Professional tradespeople tend to have power tools and devices that look very similar to what many of us have on basement and garage workbenches. But anyone paying attention knows they’re more powerful, rugged and built to last. It’s the same thing here. Commercial displays are built for the job and built to last. And a digital signage project is nothing if the screen isn’t reliably on and looking good.

Marketers naturally want to get their messages in the places where people will be, which is why we all see more and more digital signage showing up on city sidewalks and public plazas.

But using an outdoor screen presents a lot of challenges – notably the impact of sunlight and harsh winter weather. Selecting and using the wrong panel can result in digital signage that’s either hard to see, or offline, because it wasn’t properly protected from the elements.
At ITESMEDIA, we’ve worked for years with everyone from media companies to city governments to specify, design, procure, deploy and manage smart outdoor display panels that are built to last. We have the City of Montreal – with its sultry summers and snow-filled, cold winters – as our working lab.

Questions to ask for Outdoor Signage

Our engineers have worked through the issues faced by anyone wanting to use dynamic signage outside and in environments that are anything but controlled. End-users need to ask several key questions of any company that’s being considered to help develop a solution:

1. How does the display handle glare from direct sunlight?
2. How does the display handle the “thermal load” from direct sunlight – all the heat that tries to bake the electronics on a mid-July afternoon?
3. How do the cooling fans deal with dust and debris from the streets?
4. How does the sign stay dry in driving rains?
5. And finally, how long will the sign and overall unit last?

End-users don’t so much need the deep technical answers for all these questions, but they do need assurance that the vendor has indeed thought about these things and can provide solid responses.

Future-proofing is the other key consideration – ensuring that the engineering design of the sign and its enclosure can be upgraded, modified or supplemented with extra technologies. That’s important because these outdoor panels are far more expensive than their indoor counterparts, and the time needed to realize a return on the investment is therefore longer.

So why put dynamic signage outside?

The most common application is advertising – with media companies replacing their street-level posters (usually plastic poster prints illuminated by rear lighting) with digital, dynamic signage that can be updated on the fly and enables full motion-graphic and video.

More and more governments, medical and educational organizations, and large private businesses are using digital signage displays in their public areas and building campuses to help people find their way around. Daylight-readable directories and mapping – at decision points like main gates and plazas – guide people to where they want and need to be. Unlike printed maps and directories, dynamic signage allows people to look up what they need via touchscreens, and even take information away, like walking directions, on their smartphones.

The Next Big Demand for Outdoor Signs

The next big demand for signs in outdoor spaces is emerging in the so-called Smart City movement. An outdoor display panel will not only be a screen but can have sensors that monitor things like street-level temperatures, crowd movements, dangerous gases and noise. What’s on the screen may be more about making a street, plaza or area “work” better.

ITESMEDIA is working with the City of Montreal on a smart cities initiative that has received global attention. All through the busy central district of the old city, dynamic signage at key intersections informs motorists of available parking lots – even updating by the minute the number of empty spots.

Each of the signs (some have several displays stacked) is connected to the cloud via a wireless network and gets updates from a central ITESMEDIA server. In addition to wireless the signs may be connected via LTE and Fiber. That server is getting fresh data, by the minute, from the parking lost management systems to connected garages in the area.

Our custom solution was designed to make the central district smarter – getting motorists off crowded streets quicker, reducing frustration and improving air quality by reducing overall traffic and idling.

Large flat panel displays are now very common in our business and personal lives – so much so that it would be easy to assume they’re all the same. But TVs and digital signage displays are built for very different needs and demands, and when a screen goes outdoor, the difference is dramatic.