Satellites & Signage

Businesses are endlessly looking for new ways in which to market themselves and their goods and services. This attention to detail has never been so important than it is today where businesses are failing on a regular basis due to the global economic downturn. A sure talking point at this years’ upcoming IBC show to be held in Amsterdam from 10-15 September will be digital signage.

Digital signage is the phrase used to describe electronic displays that are installed in public places. Being digital, there is no need for them to be removed after an offer, event or promotion is over as there would be with a poster or leaflet – the content is simply changed. The content is managed at a single point and is then broadcast out to the screens in a network. This could be just a few or it could be thousands. In addition, videos and animations may be displayed that can be adapted to the environment they are in. Digital signage can even be interactive. It is basically an advertising tool that offers Return on Investment (RoI) – something that the traditional static signs do not. The retail market is not the only sector that can benefit from digital signage. Other areas include healthcare, emergency planning, educational establishments, banking, construction and training.

The market for digital signage is on the up with China leading the way boasting a total of 100,000 displays and a market capitalisation of $10 billion. By 2013, Northern Sky Research predicts that there will be 850,000 screens globally. Often displayed on LCD or plasma screens, digital signage can be used for purposes such as imparting information, advertising, advertising by third parties, brand building and enhancing the environment. Often, the tool used to broadcast to digital signage devices is satellite due to its ability to multicast.

At the moment, satellite is seen as a niche technology as far as digital signage is concerned but it is irreplaceable in terms of deployment of digital signage in remote areas or regions that are geographically difficult to access. Satellite has already proved that it is more than capable of doing the job and effectively broadcasting content to all sites. However, it is obvious that it will need to hit the ‘tipping point’ before it can be regarded as a serious competitor for broadcasting content to more than those geographical locations where terrestrial cannot reach. The move towards Ka-band services could really give satellite-based digital signage a boost. It will be interesting to see the amount of attention satellite digital signage will get at this years’ IBC. One thing is for sure, and that is that this is yet another application that satellite can handle extremely well and it is just a matter of time until it becomes a popular method of delivery instead of being viewed as a niche technology.

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