In Search of the Perfect Dwell Zone

by BY DALE SMITH, DIRECTOR OF BUSINESS DEVELOPMENT, PEERLESS INDUSTRIES, INC.

Designers of digital signage projects in public spaces are constantly on the lookout for “dwell zones” or those spots where people pause to watch a video display (i.e., a flat panel) and become influenced by the marketing message. The goal, naturally, is for the message to drive a specific desired result, such as the purchase of a product or service, reduced perception of wait time, increased brand awareness, or education

In an interesting twist on traditional marketing efforts, use of digital signage in the transportation market or Transportation Digital Signage (TDS) provides its own unique dwell zone opportunities. As these are almost always public spaces, the safety, security, and durability features of a TDS application, including not just the displays but also the audio/visual mounting hardware, must be carefully considered.

This article explores some of the trends in the emerging TDS market, and then delves into the four major TDS systems — bus, rail, boat, and plane.

Digital Signage and transportation systems are a perfect match. Here’s why: on a bus, train, boat, or plane, the venue moves while the passengers stay put. With increased security procedures and frequent travel delays, TDS system designers are presented with a truly captive audience that is sitting or standing through sometimes very extensive travel times.

Total annual passenger trip numbers are astoundingly large. For example, total US daily transit trips average 29 million1. Combined, there are more than 22,000 airports and rail transit stations in the US alone in 20042. These figures clearly indicate that more people are getting out of their homes, which is creating tremendous opportunity to engage and influence consumers with an effective TDS message. The large quantity of viewers combined with a stationary target audience and a moving venue provide an amazing platform to achieve a successful TDS system.

SPECIAL CHALLENGES
Without a doubt, TDS systems can present several real challenges that are unique to each individual application. For example, hardware and signal delivery systems must be designed specifically for the space in which they are to be used. Public transportation often involves municipal bodies and public/private partnerships are present in many situations. Typically, the approval process includes distinctly different groups of stakeholders with unrelated program requirements, codes, processes, and desired results. These groups can present a seemingly complex maze of contacts during all phases of the project, making the sales cycle seem never-ending.

TRENDS
 

From the displays and mounting devices to the content and signal delivery systems, TDS environments are different by nature and require individualized solutions. The following are some of the primary tips/trends involved with the creation and deployment of a successful TDS application

• TDS Teams. Choosing the right partners is one of the most critical facets of the whole TDS project. It’s essential for all the key players to be brought to the pre-planning table as part of a team. Well thought-out TDS systems include all aspects of creation, deployment, and maintenance by experienced partners who have expertise in these specialty environments. Only one failure in a public space needs to occur to deplete any savings from unproven suppliers.

• Planning and Testing. TDS systems must be tested extensively prior to deployment, as the environmental challenges can be severe. Vibration, dust, temperature variations, security considerations, public safety, proximity to passengers, signal delivery requirements, and regular maintenance are just some of the exceptional features of TDS systems. Careful pre-planning and testing is not simply a good idea, but a requirement for success. Attention to the location, usage, installation, and service requirements of every individual screen is just good system planning. When a system is proven before it rolls out, the likelihood for success is dramatically increased

• Flexible Content. Today, ad dollars are being shifted from “at home” content to content viewed away from the home. TDS content providers must take into account specific viewing times, repeat trips, and the need to inform, educate, and influence. Those who regularly travel the same route will respond positively if the content is entertaining, engaging, and frequently refreshed. For example, many commuters enjoy watching local weather forecasts, sports scores, and news updates, while travelers on a tour bus may require more indepth information over a longer period of time. Content makes the marketing messages a more valuable piece of the overall presentation to both the viewer and the promoter

• Screen Spotting.With more screens in more places today, one of the positive features of a TDS system is the opportunity to “screen spot.” Screen spotting places messaging in the most effective viewing area possible while still blending into the environment. Studies show that marketing messages placed at eye level have the most impact. All the well-intentioned design work, beautiful displays, and high-powered content are rendered useless if placed in a poor location. Successful screen spotting puts the content where it can be easily, safely, and securely viewed, then serviced, replaced, and updated without difficulty.

• Customization. Most TDS applications require the use of customdesigned mounting and installation systems to ensure perfect screen spotting. These solutions must meet the engineering, seismic, and program requirements of the project and the region. The mount and hardware suppliers also must have the capability to create original prototypes in short timeframes, meet ongoing design challenges with robust solutions, and ship large orders to meet critical lead time requirements. As a rule of thumb, each partner should possess custom-design capabilities since “off the shelf” solutions rarely work in a TDS environment.

TRANSPORTATION SYSTEMS

There are four major work and leisure transportation systems in operation today. As the level of mobility increases, so, too, does the need to support the hardware, content, and message. Because these transportation modes are largely public, security of the TDS displays and safety of the passengers are also major considerations. The proper mounting solution can make all the difference in the success of each TDS application:

• Bus. The average bus trip in major US cities runs about 15 minutes. Whether it’s for daily transit or a leisurely tour, the windows on a bus severely limit viewing space. For this reason, 15- 20-inch flat panel screens are typically mounted from the ceiling and sometimes at the bus entrance. The number of screens tends to be greater in bus environments where more in-depth content is viewed. Headroom clearance is an important safety feature, especially on transit buses where people are constantly entering and exiting. Mounts with additional tamper-proof features, like security screws to keep the mount attached to the screen and surface of the bus, are also necessary

• Rail. Rail systems include everything from subways and commuter trains to national rail transportation. These environments are usually larger than buses — many with two levels of seating — and have fewer windows, which provides the opportunity for screens as large as 40 inches. The increased flexibility gives TDS designers the ability to both ceiling and wall mount the screens and in either portrait or landscape orientation. Most screens should be placed at eye level or higher to cover larger areas and then mounted at a down or up angle. Because trains sometimes have a significant amount of rattling and shaking, this venue needs mounts with extra safety protection like latches, locking screws, and spring clips to ensure the screens will stay firmly in place.

• Boat. From commuter ferries to commercial cruise ships, most boats that incorporate TDS can comfortably accommodate screens 32 inches and up. Cruise ships can be compared to a “hotel on wheels” with a multitude of digital signage applications for both indoors and outdoors. Exposure to extreme weather is an issue on boats, so it’s vitally important to select an environmental flat panel enclosure to guard against the elements. Ceiling and wall mounts that both articulate and lock into place are ideal, with screens used for “wayfinding,” port advertising, cabin television commercials, or menu/entertainment information in restaurants/nightclubs, for example, because they offer flexible, attractive viewing, but can still handle the rigors of the sea.

• Plane. Airport passenger traffic in the world’s 10 busiest airports exceeded 650 million in 20043. Corporate jets and commercial airliners offer a more luxurious mode of transportation than their ground and sea counterparts. Private jets oftentimes have the space for larger screens, while commercial planes, like coach buses, tend to have slightly smaller displays and more of them (usually 15 inches and up). These displays are primarily mounted from the ceiling, although some airliners have begun to incorporate them into the back of each headrest. Because planes provide the fastest mode of transportation, durability is vitally important. Designers must affirm the mounts will keep the screens fixed in place in the event of turbulence or an emergency landing. Mounts used on planes should be made from the toughest materials such as cold-rolled steel and tested at 400 percent of the weight-bearing capacity for added assurance.

CONCLUSION

In today’s emerging and competitive TDS environment, best value is more important than best price. While owners and managers of TDS systems have a lot to consider when designing and creating networks, the number-one defining criterion for any TDS system is effectiveness: effectiveness is a function of system design.

Designers of digital signage projects must consider the important role an audio/visual mounting device plays in the overall TDS system. With an experienced mount manufacturer on board early in the development process, the TDS design, screens, and content can be maximized. At the same time, the right mounting solution will ensure the system is safely, securely, and functionally viewed and maintained for the life of the application.

As Director of Business Development for Peerless Industries, Dale Smith ( This e-mail address is being protected from spambots, you need JavaScript enabled to view it ) oversees national digital signage installations and programs for large-scale retail outlets. A qualified expert on Digital Signage, he has led merchandising, display and logistical efforts for major variety and home center chains such as Wal-Mart, K-Mart, Target, Rite Aid, and more.

Peerless (www.peerlessmounts.com) designs and manufactures mounts for current and emerging visual display technologies, including LCD and plasma flat panel displays, projectors, CRT televisions, and other electronic equipment used in the commercial and consumer markets.

Oh, if we could only add politicians to that aspiration.

A New York City-based company summarized: “We need to demonstrate the value proposition — an improved ROI — of this new technology to marketers by showing the way outdoor media and other EDS applications can communicate with consumers.”

Amen to that.

DAREK JOHNSON IS SENIOR TECHNOLOGY EDITOR, SIGNS OF THE TIMES MAGAZINE (WWW.SIGNWEB.COM). HE CAN BE REACHED AT This e-mail address is being protected from spambots, you need JavaScript enabled to view it . SUSAN CONNER, SIGNS OF THE TIMES SENIOR EDITOR, ASSISTED IN THE RESEARCH FOR THE SURVEY.