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Digital Signage: Cutting Out the Cacophony
Author: David LittleThis article could just as easily have been entitled Everybodys talkin at me, I dont hear a word theyre sayin, but that was already taken. So Ill stick with Cutting Out the Cacophony.
As digital signage technology enters its next phase as a hybrid, interactive medium combining the power of linear content with branching interactive functionality, volume is likely to rise, literally. Hybrid systems increasingly will find their way into places like retail stores and museums where multiple displays are spaced in close proximity to one another and the sound from competing signs becomes bothersome.
Imagine a natural history museum with multiple interactive digital signs spaced a few feet apart. One focuses on carnivorous dinosaurs, another on herbivores and a third on pre-historic fish. If all of these digital signs have accompanying audio playback that loops during their presentations or plays back specific clips when accessed interactively, the result will be a cacophony of competing sound that actually drive visitors away rather than accomplishing the goal of imparting knowledge.
Imagine a similar scenario in a retail store, where audio from a cosmetic counter digital sign is competing with audio from the fragrance counter digital sign and the handbag counter digital sign across the aisle. Shoppers would quickly give up on watching the promotional video or finding their desired information theyre seeking if they were immersed in this distasteful audio soup. Who could blame them for walking away in disgust without making their purchase? Not exactly the goal of digital signage technology.
Fortunately, technology exists in the form of proximity sensors that can be interfaced with digital signage playback servers to determine when somebody is near a digital sign. Upon receiving notification from the sensor, the digital signage player can ramp up the audio level. Similarly, when visitors leave, it can inform the player to turn down the sound level so that devices audio source does not compete with audio from adjacent digital signage displays.
Based on infrared detection, sonar or radar technology, these sensors typically use standard RS-232 or RS-422 serial communications ports to interface to the digital playback server. If the playback server recognizes input from the sensors, competing audio problems can evaporate.
One example of where these sensors came in handy is the new University of Tennessee Football Hall of Fame. The university recently replaced several DVD-based kiosks that looped video and audio content continuously. Creating a cacophony of kiosk audio, the stations became such a distraction that the schools coaches finally turned them off to escape the audio mess.
However, the university recently replaced the hall of fames old kiosks with new interactive digital signage stations that recognize input from strategically placed proximity sensors. With that source of data, the digital signage playback servers can increase volume or shut off audio depending on whether or not somebody is standing within range.
Not only did the new approach create a pleasing audio experience, it more importantly allowed the schools football coaching staff to once again use the hall of fame as a useful tool in recruiting new athletes and soliciting contributions from program boosters.
Certainly, competing audio sources will not affect all digital signs, but when they do its worthy to know theres a technology that can come to the rescue. Without proximity sensors, it would be easy to feel like everybodys talkin at me, I dont hear a word theyre sayin.
Article Source: http://www.articlesbase.com/customer-service-articles/digital-signage-cutting-out-the-cacophony-118433.html
About the Author:David Little is a digital signage authority with 20 years of experience helping professionals use technology to expand their marketing messages with alternative media. Visit http://www.keywesttechnology.com and find how you can expand your marketing horizons. For further insight, download my free white paper Why Digital Signage Works. It gives a quick overview from an industry perspective on the fundamentals of digital signage. Included are some recently published findings by Neilsen Media Research on the measured impact of strategically placed digital signs. And while you are browsing our web site, sign up and take advantage of our free weekly Webinars that give you hands-on experience with our digital signage software.
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Keywords:
digital audio signage technology sensors playback competing signs sign