Visix Digital signage is one
of the fastest growing visual communication mediums used by
organizations to distribute information to both employees and public
audiences. Although the technology is nearly commonplace in retail
applications, the mass transportation industry is slowly gravitating
toward acceptance of digital signage technology in an effort to reach
millions of commuters annually.
Digital signage has experienced unprecedented growth since its practical
realization in the late 90’s, despite the initial high costs associated
with the technology, typically with large-format plasma displays, LCDs
and LEDs. Not to mention the inability to measure audience reach and
return on investment for advertisers.
Fast forward 10 years, digital signage is expected to reach over $3
billion in market share in the next six years and numerous research
studies indicate the success of out-of-home communications as a viable
medium for reaching large numbers of consumers. Throughout the US and
Europe, mass transit systems are beginning to deploy digital signage
technologies, many obtaining funding through grants, private or public
contributions. More recently, digital signage communications in mass
transit environments has also proven to be an effective method of
reaching a large, captive audience, demonstrating greater reception and
increasingly measurable ROI for advertisers and organizations using the
technology.
Last fall, Arbitron, Inc. (NYSE: ARB) conducted a study titled, Moving
Entertainment: Arbitron Evaluation of Transit TV Network , measuring
commuter engagement with ad supported news and entertainment programming
on approximately 2,200 Los Angeles County Metropolitan Transit Authority
(LACMTA) buses citywide. The study revealed that 42 percent of the
city’s bus commuters consider Transit Television to be one of their
regular sources of news and weather information.
Mass Transit provides a unique digital signage messaging environment
because its audience is comprised of a consistent, captive audience,
hungry for informative and entertaining content. Reports show that the
overall majority of mass transit commuters are extremely pleased with
the industry’s recent adoption of digital signage because they now have
access to accurate commute information, as well as live news and weather
updates. One digital signage study suggests that nearly 50 percent of
captive audiences, including transit commuters, accurately recalled the
content they watched on digital signage displays.
Based on the number of companies and studies available pertaining to the
benefits and ROI for mass transit, the overall consensus could be that
it is the perfect information-only and ad-supported messaging solution
for mass transit.
According to David Keene, editor of Digital Signage Weekly and executive
editor of Systems Contractor News and Rental & Staging, mass transit
systems looking to implement the technology should take into
consideration the delivery of practical information, including
ad-supported content. “Segmented screen content is crucial. Content has
to be strategically placed on the displays,” says Keene.
“An effective layout could include a live news or video feed, current
weather maps or conditions, and then perhaps an advertiser’s message
running as a scroll or displayed in a consistent area of the screen,”
says Keene, “If they show live news or other informative content, and
then cut to full-screen advertisements, commuters are less apt to
watch. They do not want the traditional television method of
advertising.”
Keene says that security alerts are another major consideration for mass
transit departments interested in deployment of digital signage
communications. Acts of terrorism, dangerous weather and other
emergency-related events are concerns that could potentially affect
commuters and cause reason for their concern.
“The movement toward mobile communications is rapidly becoming a very
important means of communicating breaking news and emergency alerts to
commuters,” continues Keene, “The ability for mass transit to offer
commuters the option of receiving alerts on their cell phones and other
portable devices is a simple process, and in the next year, the demand
for mobile communication is going to be a major movement in the digital
signage industry.”
A number of transportation agencies have implemented pilot programs,
testing the impact and profitability with various digital signage
service providers offering communication delivery beyond flat panels.
A major, but preferably anonymous, transit agency, located in the
Northeastern U.S., is currently conducting a pilot program utilizing the
only known web-enabled, unified communications platform, AxisTV, from
Visix, Inc., to deliver content to multiple displays located onboard its
commuter trains. The pilot provides transit authorities a first-hand
look at the functionality of the software solution, including its
ability to deliver wirelessly, streaming content, such as schedules,
station stops, weather, and traffic, to trains traveling in excess of
100 mph. The content is delivered to flat screen display monitors
located throughout the trains. AxisTV’s media players support multiple
displays, resolutions and aspect ratios, as well as data sources, layout
designs, audio, video, and device control, among others. The software
platform also enables targeted communications through text messages
(SMS), PC screen savers, RSS publishing and desktop messages, as well as
support for data sources and still images.
Pete Putman, President, ROAM Consulting and HDTVExpert.com, offers
additional considerations digital signage in transit applications,
including strategic placement of display and kiosk signage.
“Commuters waiting for trains provides an ideal opportunity for mass
transits to deliver information and advertising content,” states Putman,
“People on the train may have a newspaper or another form of reading
material, others may have media players, diverting their attention;
however when they are standing on a platform between train departures
and arrivals, they are a captive audience.”
“Displays placed throughout the platform areas, if placed at proper
viewing angles, are guaranteed to be viewed by commuters,” continues
Putman, “Viewing angles on-board trains are also important and can draw
the attention of the commuter. If the display is placed in a location
where it will be blocked, it will not be effective.”
Putman says that flat panels located in areas not affected by anyone
standing or that require a commuter to strain himself to see the display
is important. He recommends the use of flat panels in vertical format
for commuters exiting the train.
Putman recalls a recent personal experience as a mass transit commuter
traveling on Norway’s NSB transit system during a business trip. “The
trains were equipped with 32-inch or 42-inch flat panel LCDs, located in
a central vestibule, and although the area had several people around it
at any given time, the displays were placed so that anyone could see
them.” Putman recalled at least six products being advertised on the
flat panels.
“Each ad was no more than a five to six second spot, and consistently
looped with the information content being shown.” Putman continues,
“Repetitive, short spots. That is an effective method to use then
displaying content.”
Ironically, NSB, has reported historically strong financial results in
recent years, attributing the success to several factors including
increased customer satisfaction, as well as worker satisfaction,
resulting in less absences due to illness. Overall, positive perception
and general public awareness also increased. NSB also reports that
passengers traveling between Oslo and Halden increased by 20 percent in
only a year, due in part to a “modernized infrastructure”.
Putman also emphasizes the importance of using the correct display
technology to effectively reach commuters.
“Consideration of display resolution and brightness should always be
considered for digital signage displays,” says Putman. “You would not
want to put an LCD display outside or in any other area where light
could impact the image. The audience needs to be able to clearly see
what is being shown in order to watch it.”
Putman says that LED should be considered for outdoor areas including
drop-off and pick-up areas, as well as tunnel entrances and exits. LCD
or other flat panel technology displays should be considered indoors at
stations and on trains. Interactive kiosks could also be located in
waiting areas near platforms, providing an opportunity for commuters to
purchase future tickets and not worry about missing their train.
Recently, KIOSK Information Systems provided Amtrak / SITA with its
self-serve ticketing kiosks, according to the company’s web site, which
also features a case study on the installation. The installation
includes 200 replacements of first generation kiosks, plus 200
additional kiosks, doubling the Amtrak station kiosks. KIOSK’s hardware
design and SITA Inc.’s browser-based reservation and ticketing platform,
could result in increased kiosk-purchased tickets, lower operational and
field service costs, and customer satisfaction at the Amtrak station.
Digital signage is also fast becoming the preferred medium of
organizations, including, including mass transit authorities, as well as
the corporate, education, non-profits, health and hospitality
industries, as an effective medium to proactively delivery
communications to employees. Internal communications through digital
signage provides multiple, alternative mediums to engage personnel with
company news, training and event information, as well as provide current
news and weather conditions, and other real-time content. The impact of
using a digital signage solution for internal, or organizational,
communications, improves moral, decreases employee absence, as with
NSB’s experience, and increases productivity by communicating the
whereabouts of any given individual, team or event locations and times.
The Greater Roanoke Transit Company, known locally as Valley Metro,
servicing over two million commuters a year, recently implemented a
unified communications solution to improve organizational
communications.
Valley Metro’s headquarters is located in the Roy Z. Meador Operations,
Maintenance and Administrative Facility, which houses the management
offices, as well as the Transportation, Administrative and Maintenance
departments. The 70,000 square foot two-level facility also features a
shop and garage area with automatic bus wash and indoor parking for the
fleet of 42 buses.
The Administrative, Transportation, and Maintenance offices are located
on the second level of the facility, as are the Dispatch Center,
conference rooms and employee lounge. The lounge is the nexus of the
organization where employees and drivers gather throughout the day to
collect their assignments, catch up on what’s happening at Valley Metro
and relax.
Chip Holdren, Assistant General Manager, explains, “We had old dry erase
boards on the walls of the employee lounge, but they were hard to
maintain and often ignored.” Local AV dealer, Lee Hartman & Sons,
recommended Visix’s AxisTV content server and channel player to feed
content to a 50-inch plasma display in the employee lounge.
“The digital signage really grabs people’s attention. It used to be that
important messages were overlooked on the boards, but now the color,
motion and activity pull eyes to the screen. It’s the first thing people
look at when they walk in the door,” says Holdren.
The company is running a three pane layout that posts bulletins in two
windows, while the third uses the Video Window Option to broadcast
programs like CNN Headline News and the Weather Channel. A bottom ticker
publishes local weather conditions and posts the daily preventable
accident record (number of days without accidents).
Holdren and several designated Transportation Supervisors create
bulletins within AxisTV using both the ready-made templates and the Free
Form tool to post text and import graphics. The team publishes
communications including Human Resources announcements, employee
notices, safety messages, driving alerts and detours, as well as local
event and concert notices.
“We’ve gotten a lot of positive feedback from the drivers. They like the
more technologically advanced approach,” comments Holdren. Holdren is
pleased with both employees’ adoption of the technology and the system’s
performance. He expands, “AxisTV is a huge improvement. The technology
really grabs attention and we know people are getting the information.”
Future plans for the company’s digital signage strategy include computer
upgrades to pull AxisTV onto their network and developing additional
creation options through added software. Also, Campbell Court
Transportation Center, the main passenger terminal, is being remodeled
in the next twelve months and Valley Metro is enthusiastic about
implementing AxisTV in the passenger areas.
“We want to show passenger announcements, safety information, weather
updates, bus schedules and alerts, as well as TV programs,” continues
Holdren. “It will be a great way to deliver information and
entertainment to enhance the passenger experience.”
