Digital signage is a form of electronic display that shows television programming, menus, information, advertising and other messages.
Digital signage is a growing industry around the world but there is particularly strong interest here in Japan and neighbouring South Korea. Most recently, local businesses are focussing more and more on digital signage built with web technologies. However there seems to be some concern that existing standards (HTML5, CSS3, SVG, etc.) don’t address all the issues for web-based signage to really take off. For this reason, the Web-based Signage Business Group was set up as part of the W3C community.
In order to fully understand what’s required before more specific action is taken, use-cases and real-world examples are necessary. It’s often underestimated just how varied digital signage can be so here I’d like to show a few interesting examples from the Far East.
Funky-sized 360-degree display
The resolution of this display in Hikarie, Tokyo, is about 4,000 x 100 pixels. It makes designing for mobile devices look like child’s play! The content is mostly informational consisting of a floor guide, event information, a horizontal clock, etc. shown repeatedly. The back-to-back displays are sometimes in sync and sometimes show differing content.
Side-by-side advertising and info displays
Also from Tokyo is this contrast of digital signage usage. The left-hand screen shows a selection of 15-second and 30-second adverts based on a pre-determined order and frequency. The right-hand screen shows information about the train which is shown in timed mini-loops e.g. Japanese first, English second, but these are interrupted by external triggers such as the train arriving at a station.
Transparent product display
I couldn’t resist this South Korean example — it’s so cool! It was spotted by Rich Tibbett in Seoul and although it seems to be presumably a simple timed loop, it has a few points of interest. Obviously the transparent screen is one, but also the use of a skewed video whose timing has to be perfectly synchronised with the accompanying animation.
Addition: Vending machine with signage
As suggested by Karl in the comments, here’s a digital vending machine with a discreet built-in camera just above the screen. Normally it operates as a sign showing video adverts but when it detects a person in front of it, the video overlays disappear and it operates as a regular, albeit animated, vending machine. I did hear an unnerving rumour that it has the ability to detect characteristics (a person’s rough age, gender, etc.) to customise how it displays content but I have no solid information.
If you know of other interesting examples, feel free to leave a link in the comments section.