INTRODUCTION

New and evolving technologies for video-based communications are introduced virtually every day. Whether they are for content development, distribution, or display, these technologies are dramatically impacting the way we access and view information, as consumers as well as in the workplace.

The Internet, enterprise-wide Intranets and extranets, are complimenting established terrestrial and satellite-based distribution networks. Large digital display screens are everywhere: the home, retail stores, bank and financial branch offices, meeting and hospitality facilities, entertainment parks, etc. Wireless networks and mobile devices are destined to deliver communications and information to employees anytime, anywhere.

You get the picture: video is embraced by most everyone as a preferred means to be entertained, informed, educated, and trained. Depending on the individual, and his or her situation, video content is viewed on a selection of screens, of varying sizes, virtually anywhere, at their convenience.

This paper presents a high-level overview of digital signage in the enterprise space: How organizations are using digital signage to provide communications, news and information, issue life-safety notifications, and enhance training applications. Further, it describes how organizations leverage digital signage to compliment other enterprise-wide communication channels, directing employees and targeted audiences to detailed information, programming, or events via its web sites, BusinessTV or Interactive Distance Learning (IDL) networks, Telepresence or videoconference systems, and mobile devices.

Make no mistake; as represented in graphic #1: Blending of Communication Systems and Methods, enterprise organizations are blending (unifying) digital signage systems and applications with other video and visual media channels as an integral component of their Communications Strategy. In most cases, the systems include robust content management, network management, tracking, and measurement tools.

DIGITAL SIGNAGE

Although the term ‘digital signage’ may best reference the technology (e.g.: digital screens, display systems, LED displays, etc.) used to display video and other visual media, it is generally accepted to represent electronic display. Digital signage is often referenced by other names:

• Digital Media Networks (Systems);
• DOOH – Digital Out of Home;
• Captive Audience Networks;
• Digital Briefing Boards;
• Electronic (E-) Billboards.

Discussions on Digital Signage typically fall into two distinct camps, based on content type or application:

1. Revenue Generation-based Advertising, Marketing, and Promotions;
2. Enterprise Communications for Information and Training.

The focus of this paper is Enterprise Communications. However, it should be noted that many of the technologies, software, distribution methods, management systems, and measurement methodologies are the same or very similar for both applications.

It is very common to find display screens in building lobbies, public meeting spaces and dining rooms, and other high-traffic areas. Information and programming content is provided for employees, guests, and customers. The content varies widely, including: text; high-end graphics; live news and information from third-party commercial program services; RSS feeds for news, financial, and weather; and video clips and programs produced by the organization.

Typically, screens are segmented into zones, featuring video and/or information from distinct sources (channels). As depicted in graphic #2: Content Zones/Channels, Zone One is the primary zone, featuring video and rich media content (example content is listed in the left box).

Zone Two is a ‘side banner’ featuring graphics and text related to enterprise information and activities. Zone Three provides a text crawl across the bottom of the screen, featuring RSS feeds on news and the financial markets. The organization’s logo may be imbedded in one of the zones, incorporated into a fourth zone, or overlaid as a watermark.

When scheduled, the on-screen display converts to other templates to present content in the most appropriate manner. For instance, Zone One may expand to full screen to display real-time video feeds featuring critical organization programs or breaking news stories. Full screen displays may also feature graphic or text messages on enterprise information or activities. In the event of emergency situations or system-wide alerts (on any level: local; regional; national; global), life-safety messages over-ride the system to initiate immediate action.

Organizations develop content ‘playlists’ through their digital signage system, in a manner very similar to how radio and television stations program their broadcast schedules. The playlist will designate content type and source to be displayed in each zone and establish the duration of play for each content element. Playlist metadata may provide additional information such as content owner, frequency of display, run duration (e.g.: end of content life – removal date/time), and day-parting schedules (establishing the best time of day to display specific content for unique viewing locations and targeted audiences).

In many cases, multiple screens are located in specific areas, featuring unique content, differentiated by presentation modes (e.g.: portrait for schedule and wayfinding, landscape for video and organizational content).

BLENDED COMMUNICATIONS

Organizations are leveraging the benefits and value of their digital signage systems by integrating them into the heart of their communication strategies, interfacing the systems with other communication channels to provide ongoing, up-to-date, and timely information.

Graphic #3: Blended Communications shows the content from Zone One displayed on all screens including: desktops, large screens displays (e.g.: LCD, Plasma, etc.), and cell phones or mobile devices. Zone Two displays content which may originate from the organization’s internal website or is re-purposed for various screens, including mobile devices.

Quite often, live programming delivered via the organization’s satellite or terrestrial networks is displayed over its digital signage system, reaching guests and clients in the lobby areas and large conference centers. When not broadcasting proprietary video programs and organization information, the networks may distribute commercially subscribed news and information programming to televisions and digital signage screens.

In turn, organizations use their digital signage systems to direct employees to internal websites or other communication channels for detailed information.

KEY BUSINESS DRIVERS & BENEFITS

The key business drivers for digital signage systems may be to improve the effectiveness and reach of enterprise communications, which may result in improved:

• Efficiencies in employee productivity;
• Customer service, by having informed employees;
• Branding, image;
• Life-safety notification capabilities;
• Cost offsets or reductions for training and informing employees.

Many organizations use digital signage to replace the use of poster boards, billboards, pamphlets, and other hard copy notices, which are commonly posted throughout lobbies and other public areas. Digital signage displays are perceived as a business-like means to communicate information and welcomed as a preferred alternative to the paper clutter. Although the cost of the digital signage system is not offset by the elimination of poster boards and paper notices, the organization does benefit from the:

• Cost avoidance for creation and production of the posters;
• Time management (manual labor) savings by not having to place and then retrieve the posters;
• Reduction in paper clutter, resulting in a cleaner environment.

Additional benefits may include:

• Improved guest experience throug
  o Wayfinding service;
  o Perceived shortened wait times;
• Improved communications and training through time-shifting
  o Making content available for on-demand viewing, especially for employees with limited access to PCs;
• Improved employee morale by:
  o Being informed of organization events and activities;
  o Creating sense of community amongst employees.

INDUSTRY TENDS & BEST PRACTICES

Enliten believes that organizations are winning on a number of fronts. They are leveraging lessons-learned from initial (possibly, proof-of-concept) implementations and benchmarking against industry users and standards. They have a better understating of their target audiences and desired content. They are recognizing display screens as furniture and fixture costs, allocating them to facility or real estate budgets. They are leveraging distribution networks to provide relevant content in a timely manner. And, when building facilities, they are including or upgrading the network infrastructure to accommodate video applications.

Organizations are finding display technologies continue to improve in functionality, quality, and lower cost. Also, digital signage software is improving, as vendors enhance solutions to meet their customers’ expanding feature/function requirements.

An increasing number of screens are housed in wall and self-standing fixtures, many of which are quite elaborate to blend into the environment and enhance the viewer experience. A simpler, yet appealing approach is to attach a plexiglass acrylic sheet and colored matte (similar to those used in picture frames), which are conducive to the environment, to the screen front.

Organizations are establishing workflow processes, governance policies and life-cycle management plans. They are establishing metrics to measure the value of their digital signage networks and marketing/promoting the success of their systems throughout the organization.

Enliten believes that organizations will embrace quantitative intelligent solutions designed to track and measure results from digital displays for the retail space to leverage the value of their digital signage systems for communications. Security cameras that monitor public areas and hallways are also tracking digital signage viewing patterns which are synchronized with content playlists. Metrics for retail will prove applicable to enterprise organizations as they charge back costs to internal clients for their usage of digital signage systems and support services.

Applications and presentation approaches for digital signage are maturing and increasing. Organizations are displaying a wide range of content types from different sources. The look and presentation of the templates are far more creative and appealing, balancing a blend of video with graphics and text information. Their use of day-parting and playlists will improve the viewer experience and contribute to the charge-back process.

Also, organizations will incorporate applications designed for consumer cell phones and mobile device usage to interact with their digital signage systems. Viewers will dial into numbers posted on screen to have unique content downloaded to their handheld device and respond to surveys and other information requests. Information, including alerts and emergency notifications, will be directed to the digital signage system, mobile devices, and other communication channels. Although the Y Generation (the Millennials) is typically credited with all things positive related to the increased usage of technologies, digital signage is embraced by everyone. Simply put, relevant content is compelling, when available at the right place at the right time.

DIGITAL SIGNAGE CASE STUDIES/USERS

Following are examples of organizations successfully using digital signage to enhance their communication strategies:

• The Los Angeles County Sheriffs Department
• Orkin Pest Control
• Safeway Inc.

The Los Angeles County Sheriff’s Department

The Los Angeles County Sheriff’s Department (LASD) is the largest sheriff’s department in the world and a leader when it comes to implementing digital communications in a law enforcement agency. To serve over 10 million residents, the LASD needs to communicate with its staff of 18,000 deputies and professional personnel.

LASD Embraces Digital Signage

The department implemented a digital signage system to meets its training and communication needs, with over 100 display screens deployed in high-traffic areas at over 55 separate locations, including patrol stations, jail facilities, and court house buildings.

As reported in an article written by Cynthia Brown in the American Police Beat (January 2010 Volume XVII No. 1), Victor Rampulla, a division director with the LASD’s Administrative Services Division, comments that, “Sheriff (Lee) Baca wanted a way to efficiently communicate key messages to our staff. What we got was a state of-the-art system where we can convey command information instantly, provide training that’s convenient for a staff that’s constantly on the move, and share our department philosophy as well as news and announcements to our employees.”

The system provides department-wide news and updates, crime bulletins, messages from the Sheriff, announcements, social activities, and fundraising events. LASD refers to the system as its Digital Briefing Board.

The majority of content, an estimated 90%, originates from LASD headquarters. It is delivered over the LASD terrestrial network, with large files scheduled for distribution during off-peak times, to storage devices at each location. Each facility has the ability to author media for local insertion, which by design represents about ten percent (10%) of the content.

Video-on-Demand

The Digital Briefing Board system features an on-demand viewing capability, which enables LASD the ability to provide training on an as-needed, when convenient basis. Courses include a range of topics, including how to escort inmates and guidelines on conducting high-speed car chases. Also, the on-demand capability allows LASD to target confidential content to specific individuals and task forces as well as track employee training activity to assure they are in compliance with mandatory training classes. “We’re getting information out there in a format that all personnel, especially our younger employees, respond to,” said Captain Mike Parker, the unit commander of Sheriff’s Headquarters Bureau, as quoted in the American Police Beat article.

Unique & Creative Applications

LASD continues to identify new applications and ways to leverage its digital signage system, by serving target audiences other than employees. The Correctional Services Division uses it in the processing center to orient new inmates on jail rules and the availability of medical and mental health services. Sheriff Baca wants to use the system to provide soft messaging to inmates on rules and rehabilitation topics by electronically crawling content over commercial television programming. The LASD Deputies Union (ALADS) and Professional Peace Officers Association (PPOA) are interested in extending the system to help their organizations communicate relevant and timely information to members. Captain Parker is heading up an initiative to provide “Education-Based Discipline” (BD) courses over the system as an innovative approach to handle disciplinary action with employees versus the traditional approach of suspensions (typically, without pay).

Orkin Pest Control

Atlanta-based Orkin, Inc, a wholly owned subsidiary of Rollins, Inc., is an industry leader in pest control services and protection against termite damage, rodents and insects. With more than 500 locations, Orkin serves 2 million customers in the United States, Canada, Mexico, Central America, the Caribbean, the Middle East, Asia and the Mediterranean.

Training Network Delivers

Orkin implemented a satellite-based interactive distance learning network (OrkinTV) to meet its training requirements: train more employees, more often, and at a lower cost. Orkin’s previous method was instructor-led training conducted at the company’s facility in Atlanta and other sites across North America. Training over OrkinTV is both live and downloaded for on-demand viewing. According to Craig Goodwin, Director of Training, “Satellite allows us to use the best elements of the classroom, including Q&A, feedback, and access to our subject matter experts (SMEs), which is difficult to do with other technologies.”

Blended Communications

Media Services. “We continue to evaluate delivery channels, including wireless solutions, to help us meet our business objectives.”

OrkinTV has proven to be an effective communication channel for executive meetings and town hall sessions hosted by Glenn Rollins, President of Rollins, Inc. “The system permits us to communicate with employees at the speed of business,” said Lamb.

Leveraging Resources – Signage Applications

The company leverages its satellite network to distribute corporate updates, news and information, safety tips, and training schedules to its field offices as well as employees throughout headquarter facilities and the Orkin training center.

According to Ramiro Banderas, Director of Media Services, “We are able to maximize the value of our network, using it to present e-billboard type information. Content is distributed during non-broadcast times, featuring video clips and graphic messages. It is displayed on the same screens as the training programs.”

Also, Orkin uses digital signage at corporate headquarters and the training center to welcome visitors and provide wayfinding guidance. “Everything related to the media, communications and training organizations is to support the company’s business drivers,” said Banderas.

Safeway Inc.

Safeway Inc. (Safeway), based in Pleasanton, CA, operates 1,800 grocery stores in the United States and Canada. Safeway has long been recognized as a leader in using video-based communication channels to deliver information and training content throughout the enterprise.

Meeting Business Objectives

Dan Pryor, Vice President of Corporate Communications and Media Production, is responsible for overseeing the production and delivery of Safeway’s internal communications, training programs, and marketing information. According to Pryor, “The primary goal of my organization is to support the company’s business objectives for revenue growth and customer satisfaction by providing employee education through video training and enhancing the corporate culture through relevant communications.”

Blending Communication Channels

Safeway continuously researches new technologies and implements new approaches to improve its communications process. Pryor states, “We are successful by using a complimentary suite of media channels to manage and reduce costs of delivering training and corporate communications.” Anchored by its satellite network, Safeway delivers live programming to its stores, offices, and distribution centers for display on televisions and store manager desktops. Additional video and rich media content are delivered over the company’s terrestrial network for desktop viewing.

Programming originates from a number of video production studios, distance learning studios, and the auditorium at its corporate facility in Pleasanton. In addition, the company leverages the use of two-way videoconference systems in its division offices, by multicasting meetings to large, dispersed audiences over the satellite network.

Content - Digital Signage – Leveraging Resources

Pryor’s organization uses a mixture of media, including video, flash, and graphics for use on the various communication channels. When not providing programming, the Safeway satellite network functions as a ‘parking’ (information) channel to the 1,800 locations. In addition, Safeway has a digital signage network located throughout lobbies and lunch rooms in its Pleasanton facility, which allows the company to eliminate the clutter and expense of poster boards.

Blending Communication Channels

Generic content is displayed in public areas to appeal to visitors, whereas more company-oriented information is displayed in lunch rooms and employee viewing locations. Content for internal audiences includes program updates and schedules, news, and Corporate Social Responsibility (CSR) information. The content directs viewers to the appropriate communication channels, including the company’s internal website, for detailed information.

Improve Customer Experience – Drive Sales

Safeway recognizes the opportunity digital signage provides to improve customer experiences and increase sales. For example, it has a display screen in the wine tasting area at its Livermore, CA store. Content for the display is updated weekly over the satellite network, including the dates and times for upcoming wine tasting events and relevant information on featured wines. According to Pryor, “Other applications and communication channel considerations are under constant evaluation.”

SUMMARY

In summary, enterprise organizations will increase their use of digital signage systems as technologies have become affordable and functionality robust. The organizations will blend digital signage applications with other video and visual media channels as an integral component of their Communications Strategy. And, by embracing quantitative metrics, they will be able to track the effectiveness of their digital signage systems, establish charge-back processes, and validate the return on investment (ROI).