How To Build a Whitebox Digital Sign System

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. DIGITAL SIGNAGE PARTS SELECTION

Because digital signs are typically placed in remote, high-traffic areas and are expected to run unattended for long periods, it's important to choose components that are both robust and stable. While the media-player components for a digital signage system might appear basic, pay special attention to the reliability and life expectancy of all components, and pay special attention to the two most critical components: the hard drive and the display. When used in a digital sign, both the drive and display are challenged in ways far different from their normal desktop applications.

Here are my suggestions on parts selection:

* Hard Drive: Unlike a hard drive in your desktop system, the hard drive behind a sign will be in constant motion and running hard for long periods, perhaps even 24 x 7. If your sign is a part of a wider digital signage network, the drive may be doing double-duty loading up a new message while playing the currently scheduled one.

For these reasons, I believe that small-format PCs—like Apple's Mac Mini with its 2.5-inch, 4200 rpm drive and others designed for consumer-grade applications—are not suitable for digital signage. Instead, consider fast drives with a proven track record and a long warranty. I personally like Western Digital's Raptor 10,000 RPM, 36 GB drive, which has a warranty of five years.

* Display Panel: The display is what the customer will actually see, and it's what works with content to catch the eye of a buyer and hold their attention. As a sign may have only milliseconds to do its works, an effective display—one that will attract a customer&'s attention and deliver the advertising message—is critical.

While choosing the right display for your sign will depend on many factors, there are a few critical elements I believe you should consider. The biggest decision is plasma vs. LCD.

* Plasma panels are a frequent choice for digital sign displays, mainly because they offer ultra-high resolution and great color accuracy. Nothing can beat the eye-catching appeal of plasma. But plasma technology is costly, and it can be risky for some digital signage applications. Plasma&'s phosphor-based technology is subject to "burn-in," a change over time to the phosphor material that causes the screen to retain a ghostly image of previous content.

If you do use plasma, be aware that plasma panels are most prone to burn-in during the first 200 hours of use. Here&'s a helpful tip: You can "break-in" a plasma screen in its first days of use by keeping contrast at or below 50 percent; by monitoring content for high-contrast static images (window frames, static text)' and employing any "anti-burn-in" features of the panel.

* LCD monitors offer an excellent alternative to LCds where cost or brightness is an issue. For example, if the display location is brightly lit or subject to glare from windows or other light sources, then an LCD is an ideal solution.

Typically, LCD monitors fall into two categories: those with fast response time (which are best for full-motion video) and those offering high contrast (traditionally favored for office applications). Unfortunately, some fast monitors that might otherwise seem ideal for digital signage can suffer from "off-axis" viewing problems. This is where images look good when viewed from directly in front of the panel, but dull drastically when viewed from anywhere else. Also, higher contrast usually means a tradeoff for speed: High-contrast panels are typically slow to respond, and they tend to blur rapidly when changing content.

The good news is that some of the newer LCD panels solve these problems. Jim Mura, a display engineer at Samsung, explained to me that LCD display technology is changing, and that new processes are bringing premium LCD panels to new heights. Premium LCD panels, while costing a bit more than their predecessors, are offering faster response times with high-contrast previously unattainable with a fast monitor.

One example is Samsung&'s SyncMaster 320P. It's a 32-inch display that boasts an impressive 1000:1 contrast ratio with a resolution of 1366x768 and a 170-degree viewing angle. Not to mention a three-year warranty.

* Monitor size is another issue. In general, bigger monitors are more expensive than smaller units. But if your sign will be viewed from a distance of 10 feet or more (as with most retail applications), consider a 32-inch or larger panel.

Digital signs can scale to enormous size, but common digital signs are built with 32- to 46-inch panels. Even the larger premium desktop LCDs, at 21 and 24 inches, can provide a compact, yet effective sign where a small format display is required. If your application requires maximum visual impact, remember that both plasma or LCD panels can be stacked (or "matrixed" together) to create even larger displays.

* Motherboard: Obviously, choose your most reliable board for remote, 24 x 7 operation. In general, focus on long-term reliability. Speed and on-board features are less important than the ability to handle the rigors of digital signage and continued operatoin. Well-known revision levels of Intel (D-865 PERL) or Asus (K8S-MX) are ideal.

* Case and Power Supply: While some environments for digital signs will be no different than a standard office application, others may be extremely rugged. Players stuffed into kiosks, for example, are often subject to heat build-up from poor ventilation. Similarly, high-traffic retail locations are frequently dusty. Jolts to the case or temporary moves are unpredictable. You&'ll want your media player to work reliably everywhere, so the same concern for finding a quality hard drive and monitor should be applied to your selection of a case, fan, and power supply. INGREDIENTS

Here are the components I used for building my digital signage media player. For each you'll see the component type, the specific component I selected, and the component's most important specs.

ASSEMBLY

Here are the steps I followed to assemble my standalone digital sign.

PC AND SOFTWARE CONFIGURATION

Here are the final touches to set-up our media player. While new software would be installed to make this player part of a larger network, most likely the configuration would pretty much stay the same.

SIDEBAR: Learn More about Digital Signage

Want to learn more about digital signs? The following recommended resources should help:

* Avocent : A manufacturer of KVM (keyboard, video monitor, and mouse) switching solutions, including multipoint and wireless display extensions.

* Popai : This global association for retail marketing provides research on point-of-sale advertising, including digital signage. They also offer this handy glossary of digital signage terms and definitions.

* Samsung : A manufacturer of monitors for digital signage, some of which support a strategy called MagicNet that lets monitors connect directly to a network.

* Scala : The signage-software industry leader. The company offers a complete digital signage solution, including content creation, scheduling, and distribution.

* Wirespring : Offers a Linux-based content distribution software called "FireCast." You can also find an excellent blog and learning center. Articles include topics on how to measure ROI for digital signage applications, and how to prepare a signage project budget.

* Premium Mounts : This company sells nice mounting hardware for both LCD and plasma monitors.

ANDY MCDONOUGH is a professional musician, composer, voice actor, engineer, and educator happily freelancing in New Jersey. He smiles when he sees digital signs, knowing there&'s a whitebox system behind it.