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Campus Digital Signage 
GUIDE 
Schools, institutions and corporations are learning 
that digital signage is an effective way to inform. 
Find out how to make the most out of learning and 
teaching through a digital medium. 
Developed and published by Sponsored by
Contents 
Campus Digital Signage 
Page 3 About the sponsors 
Page 4 Introduction 
Page 5 Chapter 1 | Digital signage components 
Location 
Display panels 
Display mounts and enclosures 
Media players 
Wiring 
Internet connection 
Content and content management 
Remote network management 
Page 8 Chapter 2 | The digital signage process 
Planning 
Pilot 
Rollout 
Ongoing network and content management 
Page 11 Chapter 3 | Three key functions for campus digital signage 
Targetcasting 
Content automation 
Audience interaction and measurement 
Page 15 Chapter 4 | Campus digital signage applications 
East Carolina University 
University of California, Davis 
Loyola University Chicago 
The John Marshall Law School 
Hudson Valley Community College 
Owasso Public Schools 
Page 18 Chapter 5 | Current status and future trends 
© 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 2
About the sponsors 
DYNASIGN is a leading digital signage technology developer based 
in Silicon Valley, Calif. DYNASIGN offers a highly scalable and robust 
enterprise-class digital signage network platform with advanced 
TARGETCASTING technology that allows screenmedia network op-erators 
to seamlessly publish the contents to one screen, a defined col-lection 
of screens or all screens. DYNASIGN’s reputable DYNASIGN 
Online Service portal provides easy access to the content programming 
and network management user interface to distribute the contents and 
manage the media players deployed in the field. 
DYNASIGN is a founding member of the Digital Screenmedia Asso-ciation 
and has been actively involved in many industry associations 
and organizations to advocate and advance the industry. DYNASIGN 
also is involved in selective vertical industry organizations, particu-larly 
educational organizations to learn about, educate and work with 
user communities. 
DigitalSignageToday.com, operated by Louisville, Ky.-based Net- 
World Alliance, is the leading online publisher of news and informa-tion 
on the emerging world of digital signage, dynamic messaging and 
cutting-edge business communication technologies. The content, which 
is updated every business day and read by professionals around the 
world, is provided free of charge to readers. 
Published by NetWorld Alliance LLC 
© 2011 NetWorld Alliance LLC 
All photos courtesy of DYNASIGN, unless otherwise specified. 
Written by Richard Slawsky, contributing writer, DigitalSignageToday.com. 
Tom Harper, president and publisher 
Joseph Grove, executive editor 
Emily Wheeler, managing editor of special publications 
Courtney Bailey, assistant managing editor of special publications 
© 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 3
4 
Introduction 
In a tough economy, digital signage tech-nologies 
and deployments remain one 
of the few bright spots, continuing to 
grow. Digital signage screens have become 
an indispensable communications tool for 
many types and sizes of business, particu-larly 
university campuses. Almost every 
university has established a digital signage 
system, ranging from a few screens in the 
administration building to a campus-wide 
screenmedia network. While most of the 
networks are well established, the sharing 
of content and utilization of the screens has 
tremendous room for improvement. How-ever, 
the foundation for the improvements 
must start with a university or campus-wide 
initiative, instead of treating the process as a 
facility improvement project. 
Digital signage is no longer brand new; 
most of the technologies, in fact, are very 
mature. More information, then, is available 
to allow clients to control the deployment 
pace and keep costs manageable. 
The latest innovation is cloud-based digital 
signage. More institutions are starting 
to keep their information “in the cloud,” 
making Software as a Service (SaaS), or 
managed services, a good consideration 
for university digital signage deployments. 
The SaaS model offers a flexible deploy-ment 
schedule and budget for a minimum 
initial investment. 
Any digital signage screen deployment, 
even as small as a one-screen project, 
should be coordinated by a single central-ized 
stakeholder on campus. Too often, 
each department deploys its own digital 
signage, meaning the athletic department 
is running a different system than the sci-ence 
department, for example, and mak-ing 
Important features for digital 
signage in universities include: 
Scalability 
Usability 
Granular access control 
Interactivity 
Live data feed integration 
it harder to display content across all 
screens. A best practice is to have a univer-sity 
communications team partner with the 
IT group to evaluate and contract a single 
technology vendor for all screen deploy-ments 
on campus. The contract even can 
be for just one or a few screens as the 
university determines how it wants to use 
digital signage. Having a central manage-ment 
structure and master contract will 
ensure the continuity and consistency of 
all digital signage screens for content reach 
and sharing, as well as a unified visual 
appearance and centrally managed screen-media 
network. 
During the technology evaluation process, 
make sure to review a few mainstream and 
stable vendors. Some of the must-have 
features for university applications include 
scalability, usability, granular access control 
for collaborative content contributions, 
seamless interactive application and ready-to- 
use live data feed integration from uni-versity 
applications such as events, sched-ules 
and emergency alerts. 
The following chapters provide the basic 
building blocks and best practices for estab-lishing 
and operating an effective campus-wide 
digital signage network. 
© 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 
By Richard Slawsky 
Contributing editor, DigitalSignageToday.com
Chapter 1 Digital signage components 
From the audience’s perspective, digital 
signage consists of content, and the 
screens to display that content. But 
behind each screen, there often is a complex 
system that ties different pieces together. It 
is important for every digital signage project 
manager to understand the various digital 
signage components behind the scenes and 
how they work together. Those compo-nents, 
or building blocks, include location, 
display panels, mounts, media players, 
wiring, content, content management and 
remote network management. 
Location 
Location is just as important to digital sig-nage 
as it is to real estate. Determining the 
right location to place screens is one of the 
most important issues to consider when 
deploying digital signage networks. 
The location should have high traffic, 
unique demographics and enough atten-tion 
span from the targeted audience. A 
space where people have to walk by rapidly, 
for example, is probably not a good fit for 
digital signage, because the audience won’t 
have time to look at the screen. 
Ease of installation and maintenance also 
should be considered. If, once the screen 
is placed, it will be almost impossible to 
repair should something go down, then a 
different location should be considered. 
On college campuses, building lobbies 
and student unions, which see the most 
student traffic, have become targets for 
digital signage. 
Display panels 
Many display technologies, including 
plasma, LCD, projection and LED screens, 
can be used for digital signage. While 
consumer-grade LCD displays may seem 
to be a lower-cost option, they can end up 
being more expensive. The initial purchase 
price might be less, but consumer-grade 
displays are not built for the long operating 
hours necessary for digital signage display. 
As well, consumer-grade displays do not 
have the same warranties as commercial-grade 
displays. Many professional displays 
have a three- to five-year warranty. 
Professional displays also offer remote con-trol 
and management features via RS232. 
Most professional displays have a built-in 
video wall processor that allows a deployer 
to set up 2 x 2, 3 x 3 or even 4 x 4 multi-screen 
video walls without using expensive 
graphics cards. 
All of these benefits mean commercial-grade 
displays should always be the pre-ferred 
choice for digital signage networks. 
Display mounts and enclosures 
Depending on the installation locations 
and requirements, mounts and enclosures 
can sometimes be an expensive invest-ment. 
Ceiling mounts, wall mounts, pole 
mounts and floor stands with various 
enclosures are the common options for 
installing display panels. 
Media players 
The main functions of a digital signage 
media player are content download and 
playback. 
© 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 5
CHAPTER 1 Digital signage components 
Media players come in all shapes and sizes, 
but can be divided into two major catego-ries: 
PC-based players or digital media 
chip-based players. 
Digital media chip-based players can be 
very low cost, but they often have limita-tions 
in terms of content formats, screen 
zoning, playback and integration options. 
On the other hand, PC-based players, 
especially those purpose-built small form 
factor media players, often are running 
Windows-based or Linux-based digital sig-nage 
software. They offer a more powerful 
and flexible set of features. They are able to 
operate longer hours than consumer PCs. 
Therefore, the purpose-built media players 
are the preferred choice for digital signage 
networks, especially for campus digital 
signage, which often requires integration 
to other systems on campus. 
Wiring 
Wiring includes the electric power, the 
network connection and the audio/video 
cables between local media players and the 
display panels. 
Small form factor media players can usu-ally 
be mounted in the back of display pan-els 
and require less wiring. Media players 
also can be installed in a back room. In the 
latter case, wiring has to be done between 
the media players and the display panels. 
Audio/video cable wiring options include 
regular VGA cables for distances within 100 
feet or CAT5 cables with a transmitter and 
receivers for longer ranges. Some CAT5 
solutions can support up to 1,000 feet. 
Pros and cons of chip-based and PC-based players 
Chip-based player 
PC-based player 
Pros: Cons: 
Inexpensive 
Limited playback 
functionality 
Fewer types of content 
formats supported 
Less ability to zone screens 
Fewer integration options 
More expensive 
More powerful features 
Better flexibility 
Run on Windows-based 
or Linux-based software 
Run longer hours 
Internet connection 
Broadband Internet connection is required 
for digital signage networks to distribute 
content. Wired or wireless routers can be 
installed locally to connect the media play-ers 
to the Internet. 
Mobile 3G/4G is another option, if local 
Internet connection becomes an issue. 
Having widely available broadband 
Internet on campus is a big plus for 
digital signage. 
Content and content management 
Content is one of the most important 
pieces in the digital signage puzzle. Con-tent 
has various types and formats. Typical 
content types for digital signage include 
image, video, Flash and RSS/XML content 
feeds. Some content types, such as PDF, 
PPT and Word files, are not suitable for 
digital signage without repurposing. 
© 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 6
CHAPTER 1 Digital signage components 
Typical content types 
Image 
Video 
Flash 
RSS/XML feeds 
It is important for deployers to develop 
a content design and style guide accord-ing 
to their business requirements. At the 
heart of a digital signage network is its 
content management system. At the very 
basic level, content management provides 
content scheduling, content publishing 
and content delivery features for digital 
signage. Advanced content management 
features include content tagging, content 
triggering, two-way communication and 
an open platform for integration. 
Remote network management 
To keep a digital signage network healthy 
and running cost-effectively, the network 
should be able to be managed remotely, 
avoiding unnecessary field services. Good 
management services should be able to fix 
90 percent of all problems remotely with-out 
dispatching a technician to the site. 
At the heart of a digital signage network is its content management system, so the 
deployer can easily display information that is both engaging and useful. 
© 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 7
Chapter 2 The digital signage process 
Campus digital signage is not a 
finished product, but rather 
an iterative process including 
planning, pilot, rollout and ongoing 
management. Before jumping into a digital 
signage network project, it’s important 
to not only grasp the concept of various 
digital signage components and how they 
work together, but also to understand the 
process. It’s an on going monitor, refine 
and repeat process. 
Planning 
During the planning phase, the first step 
is to assess the need and build the team. 
Come up with a concrete list of reasons for 
the purpose of the digital signage. Clar-ity 
can be gained by looking at the project 
from a “needs standpoint” — in other 
words, what needs is this system going to 
meet? What pain is being alleviated? If the 
institution has trouble answering these 
questions, it should take a step back and 
reassess why it is pursuing digital signage 
in the first place. 
“Building a digital signage network is a 
process,” said Jimmy Dun, vice president 
of business development for Fremont, 
Calif.-based digital signage technology and 
service provider DYNASIGN. “In addition 
to the deployment budget and resources, 
the planning team needs to establish ongo-ing 
management resources. Most of the 
projects that we have seen are well planned 
in the deployment phase but lack com-mitment 
to resources post-deployment. 
Without the long-term planning and com-mitment, 
the deployment investment will 
not be effective.” 
“Another important aspect of digital 
signage project planning is to have a 
top-down approach,” Dun said. “No mat-ter 
how many screens the initial phase is 
deploying, even if the scope is as small as 
only one or two screens, schools need to 
conduct a campus-wide analysis instead 
of a departmental or a group initiative in 
planning and selecting solutions.” 
Although more work might be involved in 
the planning stage, schools should con-sider 
it an investment in a unified campus 
operation. A digital signage managed 
service solution may be well positioned to 
start a small network with unlimited scal-ability 
and flexible deployment schedules. 
It allows the deployer to focus more on 
business requirements rather than how to 
get different technology components in 
place and make them work together. The 
scope of projects based on the bottom-up 
approach usually is isolated and limited to 
requirements in the local department or 
facility. If each department or facility starts 
its own digital signage deployment without 
coordination, the school will likely end up 
with a few different isolated digital signage 
systems using different technologies that 
cannot be connected together. 
Questions to ask when deciding 
on digital signage 
What needs is the system meeting? 
What pain is being alleviated? 
How will success be measured? 
Who will manage the content? 
Who will keep the system working 
and up to date? 
© 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 8
CHAPTER 2 The digital signage process 
With goals and measurement criteria in 
hand, it’s time to build the team that will be 
responsible for the project. The top-down 
planning approach will require colleges to 
form a centralized digital signage project 
team, including IT, marketing, finance and 
department representatives. The central-ized 
team, will determine objectives and 
phases of the project. 
Pilot 
Most digital signage projects come in at 
least two stages — pilot and rollout. The 
goals of the pilot are to demonstrate the 
benefits and feasibility of campus digital 
signage, to estimate the resources required 
for on-going management and finally, to 
evaluate the usability, scalability and qual-ity 
of technologies for the real deployment. 
One major mistake is to do all of the plan-ning 
with an eye on the pilot, leaving the 
team with some significant growing pains 
when it comes time to deploy the full bat-tery 
of screens. To stave off those growing 
pains, begin by making three basic projec-tions: 
pilot, initial rollout and one year 
later. For each of these landmarks, cata-logue 
and project estimated needs for each 
of the following: 
Number of hardware devices that will 
be deployed. 
Number of software licenses needed. 
Network bandwidth requirements — 
what is needed to deliver the content, 
process transactions, etc. across 
all devices 
Media assets needed — how much cre-ative 
will be needed in order to fuel the 
project? How will that change over time, 
and as the number of devices increases? 
One major mistake is to do all of the 
planning with an eye on the pilot, 
leaving the team with some significant 
growing pains when it comes time to 
deploy the full battery of screens. 
Human resources needed — how many 
people are going to be tasked with keep-ing 
the deployment running smoothly 
on a day-to-day basis? 
Deployers often make the mistake of focus-ing 
on the first two items on that list — hard-ware 
and software — because they are the 
biggest and most expensive, at least on the 
front end. But over time, content creation 
and network management can end up being 
the heaviest loads to bear. 
Rollout 
Once the pilot project has proven to be 
successful, the rollout can begin phase 
by phase according to the schedule and 
plan. At the rollout stage, the deployer 
can potentially transition from a complete 
top-down planning approach to a hy-brid 
top-down and bottom-up approach. 
The top-down approach ensures that a 
campus-wide roadmap for digital signage 
is developed. All screens on campus will 
become an integral part of an overall 
campus communication platform. On the 
other hand, the bottom-up approach can 
speed up deployment at the departmental 
or facility level. Each department can start 
its rollout based on the common platform 
and the same standard, but according to its 
own resources and schedule. By taking this 
two-pronged approach, the deployer reaps 
the benefits of both worlds. 
© 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 9
CHAPTER 2 The key business advantages of cellular networks 
Ongoing network and content 
management 
Managing a large campus digital signage 
network can potentially be a daunting task. 
It’s important to keep content up to date 
and relevant to the audience. In addition 
to publishing their own content, deploy-ers 
should determine what kind of external 
content feeds might be appropriate for the 
network. The digital signage network also 
may be integrated with other information 
systems on campus to automatically de-liver 
dynamic content and information to 
screens. Make sure that the digital signage 
software or service allows easy integration 
with third-party content sources and ap-plications. 
No matter where the displays are 
located physically, whether within the same 
building or across multiple campuses, con-tent 
can be updated dynamically and cen-trally; 
the displays and the players should be 
monitored and controlled centrally. 
As the network grows from a few screens to 
tens or even hundreds of screens on cam-pus, 
the deployer will be going through an 
iterative process to make the campus digital 
signage better and more cost-effective. 
© 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 10
Chapter 3 Three key functions for campus digital signage 
Campus digital signage keeps faculty, 
staff, students and visitors through-out 
the campus connected. Whether 
at their desks or on the run, everyone can 
stay informed. A campus-wide digital 
signage network usually includes screens 
with media players at multiple locations 
throughout one or more campuses. Both 
campus-level network managers and 
department-level managers will need to 
program content for the network. How to 
effectively manage content and audience 
interaction becomes extremely important in 
this multi-location and multi-user environ-ment. 
In this chapter, we’ll introduce three 
key functions to manage campus digital 
signage better and more cost-effectively. 
Targetcasting 
The essence of digital signage is target-casting. 
Targetcasting allows a digital 
signage deployer to accomplish what TV 
broadcasting or campus TV narrowcasting 
cannot accomplish. It allows a deployer to 
deliver individualized content to screens 
on a network based on their locations. 
While a digital signage network can be 
used to deliver the same message to all 
screens, it is the function of targetcasting 
that sets IP-based digital signage networks 
apart from the traditional campus narrow-casting 
TV network. After a large campus 
digital signage network has been deployed, 
it should be able to perform the following 
functions routinely and effectively: 
(Targetcasting) allows a deployer to deliver 
individualized content to screens on a network 
based on their locations, setting IP-based digital 
signage apart from traditional narrowcasting. 
Publish content to all screens in the 
entire network 
Publish content to screens in only one 
building or department (for example, 
the library) 
Publish content to screens with certain 
specific attributes at different locations 
across campus, such as screens only 
placed at the entrances of buildings 
Publish content to a particular screen, 
e.g., a screen inside the bookstore 
Campus-wide emergency alerts would go 
to all screens, for example, while a depart-mental 
seminar event appears only on 
selected screens. 
Use the content management system to 
effectively organize the screens and assign 
proper access controls to multiple users 
based on how content can be published 
on the network. For example, screens 
should be grouped based on locations and 
other attributes. A campus-wide network 
manager should have full control on all 
screens, while a department-level manager 
may only be allowed to publish content to 
the screens in the department. As big as 
a campus digital signage network can be, 
allowing local managers to have as much 
local control as possible is the most effi-cient 
way to deliver the right content to the 
right screens at the right time. All screens 
should be centrally managed campus-wide 
on the common platform with the flexibil- 
© 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 11
CHAPTER 3 Three key functions for campus digital signage 
ity of dedicated local control. 
Content automation 
The best content engages the audience 
with relevant and timely information. That 
means keeping content fresh and up to 
date, with regular updates and influxes 
of new information. Manually collecting, 
producing and publishing content to a 
campus digital signage network is a daunt-ing 
and expensive undertaking. Content 
may be the king, but content management 
is really the heart and soul of a digital sig-nage 
network. With the help of a content 
management system, the entire content 
flow process can be automated to deliver 
fresh content to the screens, while at the 
same time minimizing human errors and 
labor cost. Content automation provides 
efficiency for a campus network. 
The basic concept in content automation is 
to automate the entire content flow pro-cess 
from content collection at the source 
to content playback on screens. The job 
of a digital signage content management 
system is to make the content automation 
process easy and seamless, including: 
Collection: Retrieve the content 
elements automatically from their 
sources with update intervals specific 
to each particular content area 
Presentation: Use a set of predefined 
content templates designed for indi-vidual 
content sources 
Scheduling: Schedule content deliv-ery 
and playback time 
Delivery: Deliver content elements, 
including XML and media files to the 
media players 
Playback: Play content according to 
The Chicago Transit Authority uses content automation to au-tomatically 
update the digital signage network that broadcasts 
real-time bus scheduling information using GPS technology. 
the predetermined schedules 
Implementing the content automation 
process ensures up-to-date and relevant 
content flow to displays throughout the 
campus automatically, without manual 
intervention. 
Content automation can feed a wide 
variety of content sources to the screens 
automatically, including: 
Emergency alert systems 
Event scheduling systems 
Weather and news feeds 
Social media applications 
Bus schedule information 
Local events and community 
information 
Campus poll or survey results 
Without content automation, content 
publishing requires a significant amount 
of manual operation. However, by imple-menting 
content automation, content 
© 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 12
CHAPTER 3 Three key functions for campus digital signage 
Content may be the king, but content 
management is really the heart and 
soul of a digital signage network. 
publishing becomes seamless and effort-less. 
The end result is that each screen on 
campus becomes an effective communica-tion 
tool to display the relevant content to 
the right people at the right place at the 
right time. 
There are numerous ways for content to be 
automated in the academic setting, from 
linking scheduling software to show which 
rooms are being used for what or when tu-ition 
payments are due, to linking to online 
RSS feeds to automatically import up-to-the- 
minute news or weather information, 
to linking to social media sites, such as 
Twitter, to display tweets featuring certain 
tagged words. 
A project DYNASIGN has worked on with 
the Chicago Transit Authority provides a 
good example of simple content automation 
that will captivate at least a certain number 
of eyes on campus. DYNASIGN and the 
CTA have piloted a digital signage network 
that broadcasts up-to-date, real-time bus 
scheduling information using GPS technol-ogy, 
letting bus riders know just how long it 
will be before the next bus arrives based on 
the current location of the bus. 
Audience interaction and 
measurement 
The first generation digital signage net-work 
can be characterized by delivery of 
one-way passive content without audience 
interaction and measurement. A deployer 
could know how many times an image or 
Content automation can feed digital signage screens to publish campus-wide 
emergency alerts. 
a video had been shown, but it was impos-sible 
to determine if anyone actually saw it. 
By introducing audience interaction into 
digital signage, the audience is engaged 
and the deployer can obtain audience mea-surement 
and tracking. Like other digital 
signage networks, campus digital signage 
can engage its audience with interactivity 
in a variety of effective ways: 
Touchscreens. Touchscreen technolo-gy 
is the most common way to achieve 
audience interaction. Touchscreens 
have been popular for many years 
in informational kiosk systems. By 
integrating digital signage with infor-mational 
kiosk applications, a hybrid 
solution can be created that shares 
the benefits of both worlds. A digital 
signage loop with up-to-date content 
can be played while no one interacts 
with the screen, but then switch to 
interactive mode immediately upon 
touch. All clicks can be recorded and 
analyzed for audience measurement. 
Mobile phones. In recent years, 
smartphones, such as the iPhone or 
Android, have experienced tremen-dous 
growth. Those smartphones are 
© 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 13
CHAPTER 3 Three key functions for campus digital signage 
pre-installed with Web browsers and 
also have the capabilities for add-on 
applications. Campus digital signage 
can use mobile websites or mobile 
applications to allow audience interac-tion 
with screens in real time. 
Anonymous video analytics. Another 
form of interaction is through anony-mous 
video analytics (AVA). By inte-grating 
AVA software (such as Intel’s 
AIM) with the digital signage player, 
a deployer can detect the number of 
people who have looked at a screen and 
how long they were looking at it. Con-tent 
can then be triggered according to 
the presence and gender of an audience 
in front of the screens. The number 
of impressions, length of impressions, 
audience size, dwell time and gender 
data all can be recorded and analyzed 
for anonymous audience analysis. 
Web applications. While most inter-actions 
can happen in front of screens, 
another type of interaction can occur 
away from screens. When properly 
managed and controlled, social media 
applications, such as Facebook, Twit-ter 
and Flickr, can be used to interact 
with campus digital signage. For ex-ample, 
messages can be sent to screens 
via Twitter feeds, allowing the audi-ence 
to interact with the screens even 
when not on campus. Results from 
student polls and surveys can be col-lected 
from Web applications and sent 
to screens automatically in real time. 
An audience can achieve interactivity with 
digital signage via different means. Wheth-er 
they are in front of a digital signage 
screen at the location or miles away, in this 
new paradigm, the audience will be able to 
interact with and contribute to digital sig-nage 
screens. Campus digital signage is no 
longer a stand-alone technology; instead, 
it becomes an integral part of the campus 
communications platform. 
The campus digital signage network at Hudson Valley Community College uses 
Twitter feeds to populate the screens and interact with the audience. 
© 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 14
Chapter 4 Campus digital signage applications 
For schools, digital signage represents 
a powerful new tool that can unify 
communications, improve campus 
life and generate revenue, all through the 
same effort. The campus environment 
can provide a large number of viewers per 
display with high viewing frequency of a 
homogenous and attractive demographic. 
That perfect marriage of ideal audience 
and ideal technology is turning the campus 
into one of the most active environments 
for new digital signage installations. 
“The key to success is to make the 
screens part of campus life with 
relevant live content, contributed 
seamlessly by all levels of school 
officials, academic programs, sports 
and student organizations, promotions, 
postings and instant alerts of any 
critical events and warnings.” 
— Jimmy Dun, vice president of business development, DYNASIGN 
“Among all digital signage network deploy-ments 
so far, the school campus is one of 
the ideal use cases,” said DYNASIGN’s 
Dun. “With such a high concentration of 
the interest-related audiences, messages on 
well-placed digital signage screens on cam-pus 
are guaranteed to reach every student. 
The key to success is to make the screens 
part of campus life with relevant live con-tent, 
contributed seamlessly by all level of 
school officials, academic programs, sports 
and student organizations, promotions, 
postings and instant alerts of any critical 
events and warnings.” 
In this chapter, we are going to take a look 
at a few campus digital signage projects in 
the United States. 
East Carolina University 
East Carolina University (ECU), an emerg-ing 
national research university with an 
enrollment of more than 24,000 students 
and 5,000 faculty members and staff, 
started by deploying a campus-wide digital 
signage network of 100 screens through-out 
its campus using DYNASIGN’s Online 
Managed Service. ECU has a centralized 
digital signage taskforce. By working with 
different departments and facilities, the 
centralized taskforce team has successfully 
deployed screens at key locations through-out 
the campus, including the cafeteria, 
library, bookstore, academic buildings and 
student housing buildings. 
“Our main objective when implementing a 
digital signage network on our campus was 
to provide a centrally managed solution for 
marketing and emergency notification. It 
was important that we find something that 
could be taken over quickly in an emer-gency 
situation but was flexible enough 
to allow individual control within depart-ments,” 
said Brandon Estes, spokesperson 
for ECU. ECU publishes content of various 
types, including image, Flash, HD video 
and RSS feeds, on its network. It uses 
the network for general school informa-tion 
and announcements, departmental 
East Carolina University needed a way to communicate with 
students and staff quickly and effectively. Digital signage 
offered a solution. 
© 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 15
CHAPTER 4 Campus digital signage applications 
information and events and promotion 
of on-campus retail and food services. 
ECU’s marketing department defines the 
content and screen layout standard, while 
each department controls the screens at 
its location. Therefore, it is important for 
the digital signage content management 
system to have granular user access control 
so each user can be granted different privi-leges 
based on the location of the screens 
they can control. 
University of California, Davis 
At University of California, Davis, one of 
10 campuses of the world’s preeminent 
public university system, the Graduate 
School of Management, rolled out a net-work 
of five screens within a few weeks, 
using DYNASIGN Online. Screens were 
strategically placed at the major entrances 
of the school buildings. A hybrid of digi-tal 
signage loops and a kiosk application, 
including a calendar, events, a directory 
and a floor plan, deliver both up-to-date 
and interactive content for faculty, staff, 
students and visitors to the school. 
Loyola University Chicago 
Loyola University Chicago, a private uni-versity 
with an enrollment of more than 
15,000 students on multiple campuses, has 
been operating a digital signage network of 
30 screens using DYNASIGN since early 
2007. The digital signage network mainly is 
used for student and employee communi-cation 
across multiple campuses. 
“A digital signage network not only im-proves 
communications on the campus 
among students, faculty and staff, but also 
serves the needs of students who today 
expect more timely access to information 
utilizing a technology they embrace,” said 
Alan Stockbridge of Silverbeacon, a digital 
signage system integrator that deployed 
the network for Loyola University Chi-cago. 
“The digital signage screens not only 
provide communication, but also give the 
campuses a modern, vibrant atmosphere 
that is current with today’s technology.” 
The 30-screen network also facilitates 
intercampus communications. The Lake 
Shore campus, serving as the main resi-dential 
and undergraduate campus, and 
the downtown campus, hosting a majority 
of graduate-level classes, are approximately 
eight miles apart. After the deployment of 
the digital signage network, the students, 
faculty and staff at the two locations can 
now share up-to-date information, such as 
school events, calendars and messages from 
the president, on these digital screens. 
In addition to sharing information on the 
campus, Loyola University Chicago also 
© 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 16
CHAPTER 4 Campus digital signage applications 
Hudson Valley Community College 
Founded in 1953, Hudson Valley Com-munity 
College is sponsored by Rensselaer 
County and is part of the State University 
of New York system. The college serves ap-proximately 
13,500 students each semes-ter, 
and employs more than 630 full- and 
part-time faculty members. Hudson Valley 
Community College has deployed more 
than a dozen screens on its campus. 
Owasso Public Schools 
Digital signage has not been contained 
to just college campuses. Owasso Public 
Schools in Owasso, Okla., is just one of 
many K-12 schools that use digital signage 
to provide the same informational benefits 
to students at universities, such as ECU 
and The John Marshall Law School. 
The Owasso Public Schools deployment 
with DYNASIGN Online Service has used 
digital signage to connect its 15 schools 
together within its system. 
uses the network to deliver local commu-nity- 
service information, alumni infor-mation, 
obituaries and more. Since the 
inception of the digital signage network, 
the university has found that demand has 
increased by user groups to creatively 
display more content that can be published 
on the network to promote the school and 
local community. 
The John Marshall Law School 
The John Marshall Law School is a law 
school in Chicago, founded in 1899. 
The John Marshall Law School has de-ployed 
a campus digital signage network 
with DYNASIGN products since 2009. 
The downtown Chicago campus includes 
four buildings. Thirteen screens were de-ployed 
in 2009, followed by an additional 
12 screens in 2010. The Chicago Transit 
Authority Bus Tracker feed is integrated as 
part of the digital signage on campus. 
The school has set up the live feed to 
screens in buildings across campus show-ing 
when certain buses will be arriving 
at certain bus stops. Students who ride 
the buses to and from school can check 
the signs to see when they need to head 
toward the bus stop. That’s a built-in audi-ence, 
and one that will be checking the 
screen regularly throughout the day. 
© 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 17
Chapter 5 Current status and future trends 
Multiple factors have spurred 
the growth of digital signage 
networks on campus in North 
America over the past few years, including: 
Requirements for campus-wide emer-gency 
announcements 
Better campus communications for 
faculty, staff, students and visitors 
Widely available broadband infra-structure 
on campus 
Increasing affordability of display panels 
Maturing digital signage technologies 
Even though more and more colleges are 
adopting campus digital signage today, 
digital signage is still considered a “nice-to- 
have” by many colleges. Tight budgets, 
coupled with other, higher priority and 
“must-have” projects are major hindrances 
to the growth of campus digital signage. 
Digital signage screens are sometimes 
referred to as the fifth screen, after 
movie theater screens, television screens, 
personal computer screens and mobile 
phone screens. 
New products often start out as “nice-to-haves,” 
but some of those products can 
transition from “nice-to-have” to “must-have.” 
Digital signage has the potential to 
become a must-have on campus. In order 
to be labeled as must-have, a product must 
become an integral part of a business pro-cess 
or an integral part of daily life. 
Helping digital signage become a necessity 
instead of a luxury includes its ability to: 
Automate live content based on time, 
location and user interaction 
Provide two-way messaging by lever-aging 
existing databases 
Connect digital signage screens with 
mobile phones and desktop PC screens 
Engage students, making the signage 
an integral way to communicate 
with viewers 
Integrate real-time polling and 
survey results 
Digital signage on campus has the po-tential 
to become an integral part of the 
campus communications platform and a 
required part of campus life. The contin-ued 
growth of digital signage technology, 
as well as falling prices, will help digital 
signage go from a nice-to-have to a must-have 
part of any campus. 
© 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 18

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Campus digital signage to launch

  • 1. Campus Digital Signage GUIDE Schools, institutions and corporations are learning that digital signage is an effective way to inform. Find out how to make the most out of learning and teaching through a digital medium. Developed and published by Sponsored by
  • 2. Contents Campus Digital Signage Page 3 About the sponsors Page 4 Introduction Page 5 Chapter 1 | Digital signage components Location Display panels Display mounts and enclosures Media players Wiring Internet connection Content and content management Remote network management Page 8 Chapter 2 | The digital signage process Planning Pilot Rollout Ongoing network and content management Page 11 Chapter 3 | Three key functions for campus digital signage Targetcasting Content automation Audience interaction and measurement Page 15 Chapter 4 | Campus digital signage applications East Carolina University University of California, Davis Loyola University Chicago The John Marshall Law School Hudson Valley Community College Owasso Public Schools Page 18 Chapter 5 | Current status and future trends © 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 2
  • 3. About the sponsors DYNASIGN is a leading digital signage technology developer based in Silicon Valley, Calif. DYNASIGN offers a highly scalable and robust enterprise-class digital signage network platform with advanced TARGETCASTING technology that allows screenmedia network op-erators to seamlessly publish the contents to one screen, a defined col-lection of screens or all screens. DYNASIGN’s reputable DYNASIGN Online Service portal provides easy access to the content programming and network management user interface to distribute the contents and manage the media players deployed in the field. DYNASIGN is a founding member of the Digital Screenmedia Asso-ciation and has been actively involved in many industry associations and organizations to advocate and advance the industry. DYNASIGN also is involved in selective vertical industry organizations, particu-larly educational organizations to learn about, educate and work with user communities. DigitalSignageToday.com, operated by Louisville, Ky.-based Net- World Alliance, is the leading online publisher of news and informa-tion on the emerging world of digital signage, dynamic messaging and cutting-edge business communication technologies. The content, which is updated every business day and read by professionals around the world, is provided free of charge to readers. Published by NetWorld Alliance LLC © 2011 NetWorld Alliance LLC All photos courtesy of DYNASIGN, unless otherwise specified. Written by Richard Slawsky, contributing writer, DigitalSignageToday.com. Tom Harper, president and publisher Joseph Grove, executive editor Emily Wheeler, managing editor of special publications Courtney Bailey, assistant managing editor of special publications © 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 3
  • 4. 4 Introduction In a tough economy, digital signage tech-nologies and deployments remain one of the few bright spots, continuing to grow. Digital signage screens have become an indispensable communications tool for many types and sizes of business, particu-larly university campuses. Almost every university has established a digital signage system, ranging from a few screens in the administration building to a campus-wide screenmedia network. While most of the networks are well established, the sharing of content and utilization of the screens has tremendous room for improvement. How-ever, the foundation for the improvements must start with a university or campus-wide initiative, instead of treating the process as a facility improvement project. Digital signage is no longer brand new; most of the technologies, in fact, are very mature. More information, then, is available to allow clients to control the deployment pace and keep costs manageable. The latest innovation is cloud-based digital signage. More institutions are starting to keep their information “in the cloud,” making Software as a Service (SaaS), or managed services, a good consideration for university digital signage deployments. The SaaS model offers a flexible deploy-ment schedule and budget for a minimum initial investment. Any digital signage screen deployment, even as small as a one-screen project, should be coordinated by a single central-ized stakeholder on campus. Too often, each department deploys its own digital signage, meaning the athletic department is running a different system than the sci-ence department, for example, and mak-ing Important features for digital signage in universities include: Scalability Usability Granular access control Interactivity Live data feed integration it harder to display content across all screens. A best practice is to have a univer-sity communications team partner with the IT group to evaluate and contract a single technology vendor for all screen deploy-ments on campus. The contract even can be for just one or a few screens as the university determines how it wants to use digital signage. Having a central manage-ment structure and master contract will ensure the continuity and consistency of all digital signage screens for content reach and sharing, as well as a unified visual appearance and centrally managed screen-media network. During the technology evaluation process, make sure to review a few mainstream and stable vendors. Some of the must-have features for university applications include scalability, usability, granular access control for collaborative content contributions, seamless interactive application and ready-to- use live data feed integration from uni-versity applications such as events, sched-ules and emergency alerts. The following chapters provide the basic building blocks and best practices for estab-lishing and operating an effective campus-wide digital signage network. © 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN By Richard Slawsky Contributing editor, DigitalSignageToday.com
  • 5. Chapter 1 Digital signage components From the audience’s perspective, digital signage consists of content, and the screens to display that content. But behind each screen, there often is a complex system that ties different pieces together. It is important for every digital signage project manager to understand the various digital signage components behind the scenes and how they work together. Those compo-nents, or building blocks, include location, display panels, mounts, media players, wiring, content, content management and remote network management. Location Location is just as important to digital sig-nage as it is to real estate. Determining the right location to place screens is one of the most important issues to consider when deploying digital signage networks. The location should have high traffic, unique demographics and enough atten-tion span from the targeted audience. A space where people have to walk by rapidly, for example, is probably not a good fit for digital signage, because the audience won’t have time to look at the screen. Ease of installation and maintenance also should be considered. If, once the screen is placed, it will be almost impossible to repair should something go down, then a different location should be considered. On college campuses, building lobbies and student unions, which see the most student traffic, have become targets for digital signage. Display panels Many display technologies, including plasma, LCD, projection and LED screens, can be used for digital signage. While consumer-grade LCD displays may seem to be a lower-cost option, they can end up being more expensive. The initial purchase price might be less, but consumer-grade displays are not built for the long operating hours necessary for digital signage display. As well, consumer-grade displays do not have the same warranties as commercial-grade displays. Many professional displays have a three- to five-year warranty. Professional displays also offer remote con-trol and management features via RS232. Most professional displays have a built-in video wall processor that allows a deployer to set up 2 x 2, 3 x 3 or even 4 x 4 multi-screen video walls without using expensive graphics cards. All of these benefits mean commercial-grade displays should always be the pre-ferred choice for digital signage networks. Display mounts and enclosures Depending on the installation locations and requirements, mounts and enclosures can sometimes be an expensive invest-ment. Ceiling mounts, wall mounts, pole mounts and floor stands with various enclosures are the common options for installing display panels. Media players The main functions of a digital signage media player are content download and playback. © 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 5
  • 6. CHAPTER 1 Digital signage components Media players come in all shapes and sizes, but can be divided into two major catego-ries: PC-based players or digital media chip-based players. Digital media chip-based players can be very low cost, but they often have limita-tions in terms of content formats, screen zoning, playback and integration options. On the other hand, PC-based players, especially those purpose-built small form factor media players, often are running Windows-based or Linux-based digital sig-nage software. They offer a more powerful and flexible set of features. They are able to operate longer hours than consumer PCs. Therefore, the purpose-built media players are the preferred choice for digital signage networks, especially for campus digital signage, which often requires integration to other systems on campus. Wiring Wiring includes the electric power, the network connection and the audio/video cables between local media players and the display panels. Small form factor media players can usu-ally be mounted in the back of display pan-els and require less wiring. Media players also can be installed in a back room. In the latter case, wiring has to be done between the media players and the display panels. Audio/video cable wiring options include regular VGA cables for distances within 100 feet or CAT5 cables with a transmitter and receivers for longer ranges. Some CAT5 solutions can support up to 1,000 feet. Pros and cons of chip-based and PC-based players Chip-based player PC-based player Pros: Cons: Inexpensive Limited playback functionality Fewer types of content formats supported Less ability to zone screens Fewer integration options More expensive More powerful features Better flexibility Run on Windows-based or Linux-based software Run longer hours Internet connection Broadband Internet connection is required for digital signage networks to distribute content. Wired or wireless routers can be installed locally to connect the media play-ers to the Internet. Mobile 3G/4G is another option, if local Internet connection becomes an issue. Having widely available broadband Internet on campus is a big plus for digital signage. Content and content management Content is one of the most important pieces in the digital signage puzzle. Con-tent has various types and formats. Typical content types for digital signage include image, video, Flash and RSS/XML content feeds. Some content types, such as PDF, PPT and Word files, are not suitable for digital signage without repurposing. © 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 6
  • 7. CHAPTER 1 Digital signage components Typical content types Image Video Flash RSS/XML feeds It is important for deployers to develop a content design and style guide accord-ing to their business requirements. At the heart of a digital signage network is its content management system. At the very basic level, content management provides content scheduling, content publishing and content delivery features for digital signage. Advanced content management features include content tagging, content triggering, two-way communication and an open platform for integration. Remote network management To keep a digital signage network healthy and running cost-effectively, the network should be able to be managed remotely, avoiding unnecessary field services. Good management services should be able to fix 90 percent of all problems remotely with-out dispatching a technician to the site. At the heart of a digital signage network is its content management system, so the deployer can easily display information that is both engaging and useful. © 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 7
  • 8. Chapter 2 The digital signage process Campus digital signage is not a finished product, but rather an iterative process including planning, pilot, rollout and ongoing management. Before jumping into a digital signage network project, it’s important to not only grasp the concept of various digital signage components and how they work together, but also to understand the process. It’s an on going monitor, refine and repeat process. Planning During the planning phase, the first step is to assess the need and build the team. Come up with a concrete list of reasons for the purpose of the digital signage. Clar-ity can be gained by looking at the project from a “needs standpoint” — in other words, what needs is this system going to meet? What pain is being alleviated? If the institution has trouble answering these questions, it should take a step back and reassess why it is pursuing digital signage in the first place. “Building a digital signage network is a process,” said Jimmy Dun, vice president of business development for Fremont, Calif.-based digital signage technology and service provider DYNASIGN. “In addition to the deployment budget and resources, the planning team needs to establish ongo-ing management resources. Most of the projects that we have seen are well planned in the deployment phase but lack com-mitment to resources post-deployment. Without the long-term planning and com-mitment, the deployment investment will not be effective.” “Another important aspect of digital signage project planning is to have a top-down approach,” Dun said. “No mat-ter how many screens the initial phase is deploying, even if the scope is as small as only one or two screens, schools need to conduct a campus-wide analysis instead of a departmental or a group initiative in planning and selecting solutions.” Although more work might be involved in the planning stage, schools should con-sider it an investment in a unified campus operation. A digital signage managed service solution may be well positioned to start a small network with unlimited scal-ability and flexible deployment schedules. It allows the deployer to focus more on business requirements rather than how to get different technology components in place and make them work together. The scope of projects based on the bottom-up approach usually is isolated and limited to requirements in the local department or facility. If each department or facility starts its own digital signage deployment without coordination, the school will likely end up with a few different isolated digital signage systems using different technologies that cannot be connected together. Questions to ask when deciding on digital signage What needs is the system meeting? What pain is being alleviated? How will success be measured? Who will manage the content? Who will keep the system working and up to date? © 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 8
  • 9. CHAPTER 2 The digital signage process With goals and measurement criteria in hand, it’s time to build the team that will be responsible for the project. The top-down planning approach will require colleges to form a centralized digital signage project team, including IT, marketing, finance and department representatives. The central-ized team, will determine objectives and phases of the project. Pilot Most digital signage projects come in at least two stages — pilot and rollout. The goals of the pilot are to demonstrate the benefits and feasibility of campus digital signage, to estimate the resources required for on-going management and finally, to evaluate the usability, scalability and qual-ity of technologies for the real deployment. One major mistake is to do all of the plan-ning with an eye on the pilot, leaving the team with some significant growing pains when it comes time to deploy the full bat-tery of screens. To stave off those growing pains, begin by making three basic projec-tions: pilot, initial rollout and one year later. For each of these landmarks, cata-logue and project estimated needs for each of the following: Number of hardware devices that will be deployed. Number of software licenses needed. Network bandwidth requirements — what is needed to deliver the content, process transactions, etc. across all devices Media assets needed — how much cre-ative will be needed in order to fuel the project? How will that change over time, and as the number of devices increases? One major mistake is to do all of the planning with an eye on the pilot, leaving the team with some significant growing pains when it comes time to deploy the full battery of screens. Human resources needed — how many people are going to be tasked with keep-ing the deployment running smoothly on a day-to-day basis? Deployers often make the mistake of focus-ing on the first two items on that list — hard-ware and software — because they are the biggest and most expensive, at least on the front end. But over time, content creation and network management can end up being the heaviest loads to bear. Rollout Once the pilot project has proven to be successful, the rollout can begin phase by phase according to the schedule and plan. At the rollout stage, the deployer can potentially transition from a complete top-down planning approach to a hy-brid top-down and bottom-up approach. The top-down approach ensures that a campus-wide roadmap for digital signage is developed. All screens on campus will become an integral part of an overall campus communication platform. On the other hand, the bottom-up approach can speed up deployment at the departmental or facility level. Each department can start its rollout based on the common platform and the same standard, but according to its own resources and schedule. By taking this two-pronged approach, the deployer reaps the benefits of both worlds. © 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 9
  • 10. CHAPTER 2 The key business advantages of cellular networks Ongoing network and content management Managing a large campus digital signage network can potentially be a daunting task. It’s important to keep content up to date and relevant to the audience. In addition to publishing their own content, deploy-ers should determine what kind of external content feeds might be appropriate for the network. The digital signage network also may be integrated with other information systems on campus to automatically de-liver dynamic content and information to screens. Make sure that the digital signage software or service allows easy integration with third-party content sources and ap-plications. No matter where the displays are located physically, whether within the same building or across multiple campuses, con-tent can be updated dynamically and cen-trally; the displays and the players should be monitored and controlled centrally. As the network grows from a few screens to tens or even hundreds of screens on cam-pus, the deployer will be going through an iterative process to make the campus digital signage better and more cost-effective. © 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 10
  • 11. Chapter 3 Three key functions for campus digital signage Campus digital signage keeps faculty, staff, students and visitors through-out the campus connected. Whether at their desks or on the run, everyone can stay informed. A campus-wide digital signage network usually includes screens with media players at multiple locations throughout one or more campuses. Both campus-level network managers and department-level managers will need to program content for the network. How to effectively manage content and audience interaction becomes extremely important in this multi-location and multi-user environ-ment. In this chapter, we’ll introduce three key functions to manage campus digital signage better and more cost-effectively. Targetcasting The essence of digital signage is target-casting. Targetcasting allows a digital signage deployer to accomplish what TV broadcasting or campus TV narrowcasting cannot accomplish. It allows a deployer to deliver individualized content to screens on a network based on their locations. While a digital signage network can be used to deliver the same message to all screens, it is the function of targetcasting that sets IP-based digital signage networks apart from the traditional campus narrow-casting TV network. After a large campus digital signage network has been deployed, it should be able to perform the following functions routinely and effectively: (Targetcasting) allows a deployer to deliver individualized content to screens on a network based on their locations, setting IP-based digital signage apart from traditional narrowcasting. Publish content to all screens in the entire network Publish content to screens in only one building or department (for example, the library) Publish content to screens with certain specific attributes at different locations across campus, such as screens only placed at the entrances of buildings Publish content to a particular screen, e.g., a screen inside the bookstore Campus-wide emergency alerts would go to all screens, for example, while a depart-mental seminar event appears only on selected screens. Use the content management system to effectively organize the screens and assign proper access controls to multiple users based on how content can be published on the network. For example, screens should be grouped based on locations and other attributes. A campus-wide network manager should have full control on all screens, while a department-level manager may only be allowed to publish content to the screens in the department. As big as a campus digital signage network can be, allowing local managers to have as much local control as possible is the most effi-cient way to deliver the right content to the right screens at the right time. All screens should be centrally managed campus-wide on the common platform with the flexibil- © 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 11
  • 12. CHAPTER 3 Three key functions for campus digital signage ity of dedicated local control. Content automation The best content engages the audience with relevant and timely information. That means keeping content fresh and up to date, with regular updates and influxes of new information. Manually collecting, producing and publishing content to a campus digital signage network is a daunt-ing and expensive undertaking. Content may be the king, but content management is really the heart and soul of a digital sig-nage network. With the help of a content management system, the entire content flow process can be automated to deliver fresh content to the screens, while at the same time minimizing human errors and labor cost. Content automation provides efficiency for a campus network. The basic concept in content automation is to automate the entire content flow pro-cess from content collection at the source to content playback on screens. The job of a digital signage content management system is to make the content automation process easy and seamless, including: Collection: Retrieve the content elements automatically from their sources with update intervals specific to each particular content area Presentation: Use a set of predefined content templates designed for indi-vidual content sources Scheduling: Schedule content deliv-ery and playback time Delivery: Deliver content elements, including XML and media files to the media players Playback: Play content according to The Chicago Transit Authority uses content automation to au-tomatically update the digital signage network that broadcasts real-time bus scheduling information using GPS technology. the predetermined schedules Implementing the content automation process ensures up-to-date and relevant content flow to displays throughout the campus automatically, without manual intervention. Content automation can feed a wide variety of content sources to the screens automatically, including: Emergency alert systems Event scheduling systems Weather and news feeds Social media applications Bus schedule information Local events and community information Campus poll or survey results Without content automation, content publishing requires a significant amount of manual operation. However, by imple-menting content automation, content © 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 12
  • 13. CHAPTER 3 Three key functions for campus digital signage Content may be the king, but content management is really the heart and soul of a digital signage network. publishing becomes seamless and effort-less. The end result is that each screen on campus becomes an effective communica-tion tool to display the relevant content to the right people at the right place at the right time. There are numerous ways for content to be automated in the academic setting, from linking scheduling software to show which rooms are being used for what or when tu-ition payments are due, to linking to online RSS feeds to automatically import up-to-the- minute news or weather information, to linking to social media sites, such as Twitter, to display tweets featuring certain tagged words. A project DYNASIGN has worked on with the Chicago Transit Authority provides a good example of simple content automation that will captivate at least a certain number of eyes on campus. DYNASIGN and the CTA have piloted a digital signage network that broadcasts up-to-date, real-time bus scheduling information using GPS technol-ogy, letting bus riders know just how long it will be before the next bus arrives based on the current location of the bus. Audience interaction and measurement The first generation digital signage net-work can be characterized by delivery of one-way passive content without audience interaction and measurement. A deployer could know how many times an image or Content automation can feed digital signage screens to publish campus-wide emergency alerts. a video had been shown, but it was impos-sible to determine if anyone actually saw it. By introducing audience interaction into digital signage, the audience is engaged and the deployer can obtain audience mea-surement and tracking. Like other digital signage networks, campus digital signage can engage its audience with interactivity in a variety of effective ways: Touchscreens. Touchscreen technolo-gy is the most common way to achieve audience interaction. Touchscreens have been popular for many years in informational kiosk systems. By integrating digital signage with infor-mational kiosk applications, a hybrid solution can be created that shares the benefits of both worlds. A digital signage loop with up-to-date content can be played while no one interacts with the screen, but then switch to interactive mode immediately upon touch. All clicks can be recorded and analyzed for audience measurement. Mobile phones. In recent years, smartphones, such as the iPhone or Android, have experienced tremen-dous growth. Those smartphones are © 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 13
  • 14. CHAPTER 3 Three key functions for campus digital signage pre-installed with Web browsers and also have the capabilities for add-on applications. Campus digital signage can use mobile websites or mobile applications to allow audience interac-tion with screens in real time. Anonymous video analytics. Another form of interaction is through anony-mous video analytics (AVA). By inte-grating AVA software (such as Intel’s AIM) with the digital signage player, a deployer can detect the number of people who have looked at a screen and how long they were looking at it. Con-tent can then be triggered according to the presence and gender of an audience in front of the screens. The number of impressions, length of impressions, audience size, dwell time and gender data all can be recorded and analyzed for anonymous audience analysis. Web applications. While most inter-actions can happen in front of screens, another type of interaction can occur away from screens. When properly managed and controlled, social media applications, such as Facebook, Twit-ter and Flickr, can be used to interact with campus digital signage. For ex-ample, messages can be sent to screens via Twitter feeds, allowing the audi-ence to interact with the screens even when not on campus. Results from student polls and surveys can be col-lected from Web applications and sent to screens automatically in real time. An audience can achieve interactivity with digital signage via different means. Wheth-er they are in front of a digital signage screen at the location or miles away, in this new paradigm, the audience will be able to interact with and contribute to digital sig-nage screens. Campus digital signage is no longer a stand-alone technology; instead, it becomes an integral part of the campus communications platform. The campus digital signage network at Hudson Valley Community College uses Twitter feeds to populate the screens and interact with the audience. © 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 14
  • 15. Chapter 4 Campus digital signage applications For schools, digital signage represents a powerful new tool that can unify communications, improve campus life and generate revenue, all through the same effort. The campus environment can provide a large number of viewers per display with high viewing frequency of a homogenous and attractive demographic. That perfect marriage of ideal audience and ideal technology is turning the campus into one of the most active environments for new digital signage installations. “The key to success is to make the screens part of campus life with relevant live content, contributed seamlessly by all levels of school officials, academic programs, sports and student organizations, promotions, postings and instant alerts of any critical events and warnings.” — Jimmy Dun, vice president of business development, DYNASIGN “Among all digital signage network deploy-ments so far, the school campus is one of the ideal use cases,” said DYNASIGN’s Dun. “With such a high concentration of the interest-related audiences, messages on well-placed digital signage screens on cam-pus are guaranteed to reach every student. The key to success is to make the screens part of campus life with relevant live con-tent, contributed seamlessly by all level of school officials, academic programs, sports and student organizations, promotions, postings and instant alerts of any critical events and warnings.” In this chapter, we are going to take a look at a few campus digital signage projects in the United States. East Carolina University East Carolina University (ECU), an emerg-ing national research university with an enrollment of more than 24,000 students and 5,000 faculty members and staff, started by deploying a campus-wide digital signage network of 100 screens through-out its campus using DYNASIGN’s Online Managed Service. ECU has a centralized digital signage taskforce. By working with different departments and facilities, the centralized taskforce team has successfully deployed screens at key locations through-out the campus, including the cafeteria, library, bookstore, academic buildings and student housing buildings. “Our main objective when implementing a digital signage network on our campus was to provide a centrally managed solution for marketing and emergency notification. It was important that we find something that could be taken over quickly in an emer-gency situation but was flexible enough to allow individual control within depart-ments,” said Brandon Estes, spokesperson for ECU. ECU publishes content of various types, including image, Flash, HD video and RSS feeds, on its network. It uses the network for general school informa-tion and announcements, departmental East Carolina University needed a way to communicate with students and staff quickly and effectively. Digital signage offered a solution. © 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 15
  • 16. CHAPTER 4 Campus digital signage applications information and events and promotion of on-campus retail and food services. ECU’s marketing department defines the content and screen layout standard, while each department controls the screens at its location. Therefore, it is important for the digital signage content management system to have granular user access control so each user can be granted different privi-leges based on the location of the screens they can control. University of California, Davis At University of California, Davis, one of 10 campuses of the world’s preeminent public university system, the Graduate School of Management, rolled out a net-work of five screens within a few weeks, using DYNASIGN Online. Screens were strategically placed at the major entrances of the school buildings. A hybrid of digi-tal signage loops and a kiosk application, including a calendar, events, a directory and a floor plan, deliver both up-to-date and interactive content for faculty, staff, students and visitors to the school. Loyola University Chicago Loyola University Chicago, a private uni-versity with an enrollment of more than 15,000 students on multiple campuses, has been operating a digital signage network of 30 screens using DYNASIGN since early 2007. The digital signage network mainly is used for student and employee communi-cation across multiple campuses. “A digital signage network not only im-proves communications on the campus among students, faculty and staff, but also serves the needs of students who today expect more timely access to information utilizing a technology they embrace,” said Alan Stockbridge of Silverbeacon, a digital signage system integrator that deployed the network for Loyola University Chi-cago. “The digital signage screens not only provide communication, but also give the campuses a modern, vibrant atmosphere that is current with today’s technology.” The 30-screen network also facilitates intercampus communications. The Lake Shore campus, serving as the main resi-dential and undergraduate campus, and the downtown campus, hosting a majority of graduate-level classes, are approximately eight miles apart. After the deployment of the digital signage network, the students, faculty and staff at the two locations can now share up-to-date information, such as school events, calendars and messages from the president, on these digital screens. In addition to sharing information on the campus, Loyola University Chicago also © 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 16
  • 17. CHAPTER 4 Campus digital signage applications Hudson Valley Community College Founded in 1953, Hudson Valley Com-munity College is sponsored by Rensselaer County and is part of the State University of New York system. The college serves ap-proximately 13,500 students each semes-ter, and employs more than 630 full- and part-time faculty members. Hudson Valley Community College has deployed more than a dozen screens on its campus. Owasso Public Schools Digital signage has not been contained to just college campuses. Owasso Public Schools in Owasso, Okla., is just one of many K-12 schools that use digital signage to provide the same informational benefits to students at universities, such as ECU and The John Marshall Law School. The Owasso Public Schools deployment with DYNASIGN Online Service has used digital signage to connect its 15 schools together within its system. uses the network to deliver local commu-nity- service information, alumni infor-mation, obituaries and more. Since the inception of the digital signage network, the university has found that demand has increased by user groups to creatively display more content that can be published on the network to promote the school and local community. The John Marshall Law School The John Marshall Law School is a law school in Chicago, founded in 1899. The John Marshall Law School has de-ployed a campus digital signage network with DYNASIGN products since 2009. The downtown Chicago campus includes four buildings. Thirteen screens were de-ployed in 2009, followed by an additional 12 screens in 2010. The Chicago Transit Authority Bus Tracker feed is integrated as part of the digital signage on campus. The school has set up the live feed to screens in buildings across campus show-ing when certain buses will be arriving at certain bus stops. Students who ride the buses to and from school can check the signs to see when they need to head toward the bus stop. That’s a built-in audi-ence, and one that will be checking the screen regularly throughout the day. © 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 17
  • 18. Chapter 5 Current status and future trends Multiple factors have spurred the growth of digital signage networks on campus in North America over the past few years, including: Requirements for campus-wide emer-gency announcements Better campus communications for faculty, staff, students and visitors Widely available broadband infra-structure on campus Increasing affordability of display panels Maturing digital signage technologies Even though more and more colleges are adopting campus digital signage today, digital signage is still considered a “nice-to- have” by many colleges. Tight budgets, coupled with other, higher priority and “must-have” projects are major hindrances to the growth of campus digital signage. Digital signage screens are sometimes referred to as the fifth screen, after movie theater screens, television screens, personal computer screens and mobile phone screens. New products often start out as “nice-to-haves,” but some of those products can transition from “nice-to-have” to “must-have.” Digital signage has the potential to become a must-have on campus. In order to be labeled as must-have, a product must become an integral part of a business pro-cess or an integral part of daily life. Helping digital signage become a necessity instead of a luxury includes its ability to: Automate live content based on time, location and user interaction Provide two-way messaging by lever-aging existing databases Connect digital signage screens with mobile phones and desktop PC screens Engage students, making the signage an integral way to communicate with viewers Integrate real-time polling and survey results Digital signage on campus has the po-tential to become an integral part of the campus communications platform and a required part of campus life. The contin-ued growth of digital signage technology, as well as falling prices, will help digital signage go from a nice-to-have to a must-have part of any campus. © 2011 NetWorld Alliance LLC | Sponsored by DYNASIGN 18