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Digital signage:the right informationin all the right places
ITU-T Technology Watch ReportNovember 2011
This ITU-T Technology Watch Report highlights digital signage as an innovative medium for targeted information, enter-tainment, merchandising and advertising. Advancements in display technologies, falling manufacturing costs and a retailboom in emerging economies are contributing to the economic uptake and rapid spread of large-scale high-definitiondisplay networks. The report identifies trends to making digital signage more interactive and pervasive and describes whyinteroperability and global standards are key to tapping the medium’s full potential.
 
 The rapid evolution of the telecommunication/information and communication technology (ICT)environment requires related technology foresight and immediate action in order to propose possibleITU-T standardization activities as early as possible.
ITU-T Technology Watch
surveys the ICT landscape to capture new topics for standardization activities.Technology Watch Reports assess new technologies with regard to existing standards inside and outsideITU-T and their likely impact on future standardization.
Acknowledgements
This report was written by Franck Dupin, CEO and founder of Innes, and Martin Adolph of the ITUTelecommunication Standardization Bureau. Innes is a provider of digital signage, Web TV and IPTVtechnologies and services, based in Rennes, France (http://www.innes.fr/).
 
The authors are grateful for the support given by colleagues from the ITU Secretariat.Please send your feedback and comments totsbtechwatch@itu.int.The opinions expressed in this report are those of the authors and do not necessarily reflect the views of the International Telecommunication Union or its membership.This report, along with other Technology Watch Reports, can be found athttp://itu.int/techwatch.
 
Cover picture by Angela Waye, Shutterstock.Technology Watch is managed by the Policy & Technology Watch Division, ITU TelecommunicationStandardization Bureau.
Call for proposals
Experts from industry, research and academia are invited to submit topic proposals and abstracts forfuture reports in the Technology Watch series. Please contact us attsbtechwatch@itu.intfor details andguidelines.© ITU 2011All rights reserved. No part of this publication may be reproduced, by any means whatsoever, withoutthe prior written permission of ITU.
 
ITU-T Technology Watch
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Digital signage: the right information in all the right places (November 2011) i 
Table of contents
Page
I. Introduction ...................................................................................................................................... 1
 
2.
 
Market, content and applications ...................................................................................................... 2
 2.1 Point of Wait: corporate, education, hospitality, healthcare and banking .........................................2 2.2 Point of Sale: ads, kiosks, branding TV ...............................................................................................32.3 Point of Transit: traveller information and advertising on the go ......................................................5
3.
 
Overview of digital signage technology .............................................................................................. 6
 3.1 Display – the digital sign .....................................................................................................................63.2 Media players .....................................................................................................................................73.3 Content management systems / content delivery systems ................................................................8
4.
 
Trends in digital signage ..................................................................................................................... 9
 4.1 Increasing pervasiveness, interactivity and consumer engagement ..................................................9 4.2 Biometric recognition of consumers ..................................................................................................94.3 An experience for all senses? .......................................................................................................... 104.4 Cloud-based digital signage ............................................................................................................. 10
5.
 
Digital signage standards landscape ................................................................................................. 10
 5.1 POPAI – The Global Association for Marketing at Retail .................................................................. 10 5.2 Intel Open Pluggable Specification .................................................................................................. 125.3 Open Digital Signage / W3C SMIL .................................................................................................... 125.4 Digital signage privacy standards of the Digital Signage Federation ............................................... 135.5 ITU-T Study Group 16 ...................................................................................................................... 135.6 Other associations and initiatives .................................................................................................... 14
6.
 
Conclusion ....................................................................................................................................... 15
 
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