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White Paper:
Taking the Message Outdoors
How New Outdoor Display Tech Is Changing How
Businesses Communicate
The many barriers that limited
how digital screens could be
used outdoors and in direct
sunlight have all come down,
making it possible now to get
high impact, dynamic messaging
in front of consumers in almost
any situation.
Rain, snow, heat and cold long
conspired to make putting
screens out in the elements
– in a drive-thru lane or on a
transit shelter wall – a costly,
complicated and temperamental
proposition. But no more.
Putting digital signage in shop
and bank branch windows was
usually a wasted effort, because
direct sunlight overpowered the
light from the displays. That’s
also changed.
Above all, LCD and LED display
manufacturers and the specialty
firms that do outdoor work
are taking advantage of years
of insights and experience,
engineering advances and
dropping costs to make the
process of putting screens out in
the elements, or in sun-bathed
windows, entirely possible and
logical.
“I think we’ll see the day, pretty
quickly, where even Mom and
Pop stores are replacing the
printed posters with digital
posters in their windows,
because the prices and ease of
doing it will reach that point,”
says Nick Lee, Experimental
Engineer with Yesco, a Las
Vegas-based specialty display
company that has, for years,
been designing and building
screens built to run and last
outdoors.
It’s possible now to have
mouth-watering images and
videos showing on pre-sell
screens in the drive-thru lanes
of snow-battered New England,
interactive directories running
on the sun-scorched sidewalks
of Tucson, and stacked digital
mannequins in the department
store windows of big cities -
visible, rich and attractive even
on the sunniest afternoons.
That’s a big change, even from
five years ago.
The early days of outdoor and
outdoor-facing digital signage
displays were characterized by
finding the right components
and reliable suppliers, and
then conquering the enormous
engineering challenges of
keeping displays running no
matter what Mother Nature
threw at them.
Many early adopters – media
companies and restaurant
operators – saw screens
and systems fail because the
components and engineering
put together by inexperienced
suppliers weren’t up to the task
of working in heat and blazing
sun, high humidity or wild
temperature swings from deep
freezes to heat waves.
These days, reliability is largely
assumed from major suppliers
and solutions providers. The
specialists in outdoor LCD
displays solutions have their
R&D efforts more focused now
on adding and integrating new
functionality that meets the
expectations of the smartphone
generation
TAKING THE MESSAGE OUTDOORS
Outdoor digital signage products
break down in two ways –
displays that face outside, and
those specifically engineered to
live and work outside.
Semi-outdoor displays are used
indoors, but in locations exposed
to direct sunlight. They are all
about nits – the measurement
of brightness commonly used
in the display panel business,
representing candelas per square
meter. With the exception of
heavily shaded locations, regular
commercial display panels built for
indoor use will not be effective in
communicating messages during
daylight hours. Direct sunlight and
glare will wash out and overpower
the visuals.
Where 300-500 nits is typical for
indoor display panels, outdoor
and high brightness panels can
generate more than 2,500 nits,
and have both the brightness and
color contrast properties to cut
through even direct sunlight. A
commonly used term for that is
daylight readable. You’ll see them
in storefront windows, individually
or stacked in totems or grouped
to make video walls.
Outdoor displays may look a lot
like their semi-outdoor brethren,
but are very different products.
While they have similar brightness
capabilities, outdoor displays
reflect years of engineering
designed to make running an LCD
in harsh environments as crisp
and reliable as running an LCD on
the reception wall of a law office.
Outdoor displays are designed
to work flawlessly, for years,
despite extreme high and low
temperatures, the added heat
from full days of direct sunlight,
rain, frost, dirt, dust and fumes,
to unpredictable things like power
spikes and vandalism.
“With semi-outdoor displays,”
says Lee, “you’re really just
worried about brightness. With
outdoor, you’re engineering
custom environments for these
displays to operate in.”
Display specialists focused on
providing solutions for companies
that wanted their messages
outdoors were challenged by a
variety of issues during the early
years of a still-emerging specialty.
The biggest obstacle was heat
– from inside and from the sun.
Direct sunlight and its amplified
heat could alter the properties
of LCD crystals – the display
layer of screens – and discolor
or cause black blotches. Inside,
the challenge was even greater,
as heat build-up also affected
the state of the LCD layer and
shortened the operating lifespans
of the electronics.
Specialists resorted to tearing
apart LCD panels and re-
engineering them with different
lighting and electronics to amplify
the brightness and better tolerate
the heat. In most cases, notably
those where high temperatures
were an issue, they built air
conditioned, sealed enclosures
designed to move air through
and keep the electronics inside
their heat tolerance ratings. They
were, effectively, their own micro-
environments.
All that engineering was reflected
in the final cost to customers
– meaning most outdoor
installations were done as tests
and trials, or only at signature or
high volume locations of retail and
media clients.
The Display’s The Thing
Conquering The Challenges
PARK MAP
Save
20%
Semi-Outdoor
Outdoor
The first and many following
generations of LCD display panels
were illuminated by fluorescent
lighting tubes - skinny variations
on the fluorescent lighting used
for decades in everything from
workplaces to backlit advertising
posters. They had limited
brightness capabilities, generated
a lot of heat and were not
particularly energy efficient.
But in the past five years, the
commercial display industry (as
has happened with TVs) has
transitioned to back-lighting using
light emitting diodes (LEDs).
That has changed everything for
outdoor digital signage.
Far less heat – even with super-
bright LEDs – has meant that
displays that previously needed
intense, highly customized
heating and cooling designs,
with air conditioning and backup
systems, could now be cooled
with lower cost fan solutions. Air
flows and heat dissipates to keep
the electronics in their acceptable
operating ranges.
That’s stripped out components,
reduced capital and operating
costs, and greatly extended the
expected operating lives of units
being deployed around the world.
“Reliability has increased
dramatically,” says Ralph Idems,
COO of Vertigo Digital Displays in
Toronto, Canada.
Idems has been designing and
building outdoor displays for more
than a decade, and has seen
the industry scale a steep and
sometimes painful learning curve.
“But we’re there now,” he says.
“Reliability is up, costs are down
and the global logistics are in
places to push out, manage and
support very large deployments.”
Specialty display design engineers
have to think not only about
protecting LCD panels against the
elements, they also have to factor
in the risk from nefarious elements
of the general public.
Just like subway cars, building
walls and mailboxes, digital
signage display enclosures are
subject to abuse from vandals and
graffiti taggers.
Specialty glass overlays are used
to protect the fragile LCD layer of
displays from being damaged by
intent or accident. Transparent
anti-vandal films provide another
protective layer across the
surface of enclosure glass, limiting
scratching and making it possible
to simply peel off and replace the
film on-site in the event of it being
spray-painted or damaged.
LED Changed Everything
Ready For Everything
Outdoor display technology is no
different from most technologies
– in that there’s always a cheaper
option somewhere. But it is one of
those cases where the old saying
about “getting what you pay for” is
fully in play.
Here’s what to think about when
researching and sourcing outdoor
and high brightness displays:
•	 Is it truly bright enough to be
daylight readable?
•	 Will people wearing sunglasses
see the visuals properly,
because the displays handle
polarization properly?
•	 What is the pedigree – the
experience, history and size –
of the supplier?
•	 How does the manufacturer or
supplier validate the display‘s
engineering? Do they have
labs where things like thermal
temperatures and sun-loading
are tested?
•	 What’s the warranty period and
the life-cycle of the product?
•	 Are there spare part depots in
the region, or at minimum, in
the country?
•	 What’s in place for vandalism
protection, and for the security
of the screens and particularly
the media players inside
enclosures?
What To
Think About
Putting a digital screen out
in the elements is a major
engineering challenge because
of the obstacles that need to be
cleared. It has always been much
more than finding an LCD display
bright enough to cut through
sunlight. They’ve needed to live
in their own custom-designed,
weather-protected and climate
controlled environments.
It’s been specialized work best
left to companies that have years
of experience, extensive R&D
capabilities and a broad set of
skills. That’s also, invariably,
meant costs for outdoor displays
have been many multiples of
their indoor cousins.
The handful of companies that
have specialized in outdoor
displays have tried to keep
costs down by developing
standardized designs that could
work for many projects. Unique
designs that introduce new
engineering, testing and tooling
of parts can easily double costs.
Companies have found
themselves working on outdoor
advertising displays for transit
shelters that had to operate in
cold, damp Helsinki, and then do
a different design for the super-
bright, oven-like conditions of
Phoenix.
Putting It Together For outdoor success
High brightness commercial
display, 2,000 nits or brighter.
Media player and management
software. The media player is
typically a separate device, but
new “smart” displays may ship
with embedded media players.
Connectivity, using wired LAN,
mobile broadband networking
or, where feasible, WiFi.
48” Digital Indoor
Signage Display
•	$1,000+ per unit
•	300-500 nits
46” Digital Outdoor
Signage Display
•	$4,000+ per unit
•	2500-3000 nits
Power for all components,
including laying conduits
where needed.
Rugged metal enclosure that
houses all equipment including
the power supply, mounts,
protective glass, anti-vandal film,
and fans for active cooling.
Increasingly, custom enclosures
are adding peripheral devices
like cameras, touch and
motional sensor capabilities,
Bluetooth beacons or NFC.
Buy One,
Get One
FREE!
VS
The Major Elements of an
Outdoor Deployment
Outdoor digital displays really
had their start with the billboard
advertising industry, which has
rapidly converted much of its
stock over to digital. We’re
now seeing the conversion of
print to digital on increasingly
smaller display “faces” – not
only in advertising, but in
everything from retail marketing
to information stations and
directories at malls, campuses
and large facilities.
The reasons and impacts are
clear:
•	 Digital displays – with static
or moving content – get
noticed, and their messages
recalled;
•	 Messages can be changed
remotely, on demand, and
scheduled by anything from
time of day or week, to
location;
•	 Digital introduces
opportunities for
engagement, though
interactive touch or even
gesture, and creates bridges
to other technologies like
smartphones, and payment
and ordering systems;
•	 Compliance rates – a
measure of the percentage
of marketing material that
appears where it should,
when it should – skyrockets
when campaigns are
planned and executed by a
central office, with no need
to rely on local managers
getting posters up and down
on time and as directed;
•	 Digital introduces dynamics
– leveraging Internet of
Things data from databases,
mobile devices and sensors
to present content and
messaging based on
conditions. In a drive-thru,
for example, smart systems
could enable a pre-sell
display to dynamically
suggest adding a pastry
when a customer orders
a coffee.
Idems says much of the outdoor
activity to date has been with
media companies converting
posters to displays, but he sees
a huge wave coming of Quick
Service Restaurant operators
converting their drive-thru
posters to networked displays.
“They’re going to convert
because they’ve seen how
converting menus inside their
restaurants to digital paid off in
sales lift on high margin items,”
says Idems, “and they expect
the same will happen in the
drive-thru lanes.”
Understanding, from experience
and advice, the many challenges
of outdoor displays has limited
the number of companies that
have chosen to focus on this
specialized integration work.
There’s now a short list of top
tier integrators, like Yesco and
Vertigo, delivering products and
services around the globe.
Samsung’s OM Series of
high-brightness LCD displays
includes models for outdoor-
facing, called semi-outdoor,
and for fully outdoor. The
semi-outdoor displays share
many of the characteristics of
conventional indoor displays,
and have finished enclosures
that can stand alone or be
grouped or stacked for video
walls. They come in a size range
of 46, 55 and 75 inches, with a
smaller 24-inch version on the
way for early 2016.
The kit versions of the OM
displays have unfinished edges
that allow them to be mounted
inside cases and enclosures.
The units are available in 46, 55
and 75 inches.
The kit form is used by solutions
providers like Yesco, Vertigo
and NuWay, who build them
into enclosures that have
the necessary thermal and
protective environment the job
requires, as well as whatever
peripherals the job demands.
Why GO outdoor: Benefits of digital-Out-of-home
window Displays Built For Easy Integration
New, game-changing technology
developed by Samsung is
opening up specialty displays
to a much broader range of
integrators. Samsung’s OH
Series displays have all the
engineering and design needed
for ultra-bright, high-reliability,
high durability displays built into
completed, ready to install and
use packages.
Michael O’Halloran, Samsung
Business’ Product Marketing
Manager for Smart Signage,
says in practical terms this
delivers a turnkey solution
that signmakers and metal
fabricators can more efficiently
build around. “These are
designed in such a way that a
wide range of companies can
provide these solutions, without
needing people on staff who
understand things like thermal
and fluid dynamics.”
It’s a huge business opportunity
for small to medium businesses.
Futuresource suggested in
2014 that just 1 percent of the
potential market for outdoor
displays had so far been tapped,
and pegged the potential market
for them at 7.2 million units
globally.
Samsung’s OH Series displays
come in 46-inch and 55-inch
sizes, with a be 24-inch versions
to be made available in 2016.
The displays come ready to
easily mount in your outdoor
fixture, are IP56 waterproofed
and have ballistic glass and anti-
vandal films.
All of Samsung’s outdoor-
focused displays ship with the
Smart Signage Platform (SSP),
an embedded system-on-chip
processor. That means media
can be played out on the screens
without the need for a separate
PC or networked media player.
However, separate media player
inputs are also designed in for
customers who choose to
use them.
The displays also factor in
another impact of sunshine
– using circular polarizing
technology that eliminates
display blindness caused by
polarized sunglasses.
How Samsung is Changing the
Outdoor Game
The importance
of pedigree
Daylight-readable, weather-
tolerant displays were largely a
niche, almost novelty product a
decade ago. The major brand
manufacturers that consumers
knew and trusted were not involved
as makers or suppliers. So the
specialty display business had
to find its own sets of suppliers
and do the legwork, testing and
validation to come up with solutions
they’d not only market, but sell with
a warranty.
Both Idems and Lee have seen
countless examples of small,
unfamiliar manufacturers producing
and selling solutions for outdoor
projects that ended badly, because
the expertise wasn’t there, the
engineering was flawed, and the
support and after-care was limited
or non-existent.
It’s a big deal, they say, to have
companies like Samsung now
manufacturing product specifically
for these kinds of projects. A major
manufacturer like Samsung brings
immense R&D resources and
economies of scale, says Idems.
But more than anything, it creates
credibility and trust among buyers.
“For a long time, that was
our single biggest obstacle to
closing sales – questions about
our suppliers,” relates Idems.
Describing suppliers as unknown
manufacturers on the other
side of the planet made buyers
uneasy. “When I was able to say
‘Samsung,’ it all changed.”
Research shows that while it
may seem like there are screens
everywhere in our working and
consumer lives, the actual market
penetration remains relatively low.
That will change rapidly in the
coming years – both indoors and
outside.
The technical challenges have
been resolved, so the focus
has now turned to how screens
outside get stitched into how
we do things – from accessing
information to making purchases.
In drive-thrus, for example,
displays will be much more than
digital versions of posters and
meal beauty shots. Some major
QSR companies are already
testing ordering and payment
using smartphones, with walk-up
and drive-thru pickup windows.
Technology such as Bluetooth
beacons and dedicated mobile
apps will recognize customers
as they enter zones, and both
welcome them and upsell to them
on screens, using dynamic data.
Cameras embedded with screens
are generating analytics on lane
speeds, demographic profiles and
even sentiment.
Starbucks plans to add video
displays to 2,400 drive-thrus
across the United States, using
them for promotion, order
confirmation and to stream a
live video image of the barista
handling the motorists’ orders.
One operator is even using one
of the screens in its drive-thru
to let customers know the state
of traffic in the immediate area,
potentially warning them off a
planned route.
The possibilities are endless,
but what’s clear now is that
consumers both welcome and
expect screens as part of their
interactions. The early days were
rough, but the technology and
expertise is now there to fully
deliver on those expectations.
Learn more: samsung.com/outdoordisplays | 1-800-SAMSUNG | 1-866-SAM4BIZ
Follow us: youtube.com/samsungbizusa | @SamsungBizUSA
© 2015 Samsung Electronics America, Inc. All rights reserved. Samsung is a registered trademark of Samsung Electronics Co., Ltd.
All products, logos and brand names are trademarks or registered trademarks of their respective companies. This white paper is for
informational purposes only. Samsung makes no warranties, express or implied, in this white paper.

WHP-LFD-OUTDOOR-NOV15J
Looking Ahead
OMD-W SERIES
Storefront window solution
delivering 2500 nits to
communicate clearly on the
sunniest days
OMD-K SERIES
A high-brightness display kit
ready to install in your custom
enclosure
OHD SERIES
Rugged, weather-proofed display
solution with IP56 certification for
outdoor installation

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Taking the Message Outdoors – Outdoor Display Tech Is Changing How Businesses Communicate

  • 1. White Paper: Taking the Message Outdoors How New Outdoor Display Tech Is Changing How Businesses Communicate
  • 2. The many barriers that limited how digital screens could be used outdoors and in direct sunlight have all come down, making it possible now to get high impact, dynamic messaging in front of consumers in almost any situation. Rain, snow, heat and cold long conspired to make putting screens out in the elements – in a drive-thru lane or on a transit shelter wall – a costly, complicated and temperamental proposition. But no more. Putting digital signage in shop and bank branch windows was usually a wasted effort, because direct sunlight overpowered the light from the displays. That’s also changed. Above all, LCD and LED display manufacturers and the specialty firms that do outdoor work are taking advantage of years of insights and experience, engineering advances and dropping costs to make the process of putting screens out in the elements, or in sun-bathed windows, entirely possible and logical. “I think we’ll see the day, pretty quickly, where even Mom and Pop stores are replacing the printed posters with digital posters in their windows, because the prices and ease of doing it will reach that point,” says Nick Lee, Experimental Engineer with Yesco, a Las Vegas-based specialty display company that has, for years, been designing and building screens built to run and last outdoors. It’s possible now to have mouth-watering images and videos showing on pre-sell screens in the drive-thru lanes of snow-battered New England, interactive directories running on the sun-scorched sidewalks of Tucson, and stacked digital mannequins in the department store windows of big cities - visible, rich and attractive even on the sunniest afternoons. That’s a big change, even from five years ago. The early days of outdoor and outdoor-facing digital signage displays were characterized by finding the right components and reliable suppliers, and then conquering the enormous engineering challenges of keeping displays running no matter what Mother Nature threw at them. Many early adopters – media companies and restaurant operators – saw screens and systems fail because the components and engineering put together by inexperienced suppliers weren’t up to the task of working in heat and blazing sun, high humidity or wild temperature swings from deep freezes to heat waves. These days, reliability is largely assumed from major suppliers and solutions providers. The specialists in outdoor LCD displays solutions have their R&D efforts more focused now on adding and integrating new functionality that meets the expectations of the smartphone generation TAKING THE MESSAGE OUTDOORS
  • 3. Outdoor digital signage products break down in two ways – displays that face outside, and those specifically engineered to live and work outside. Semi-outdoor displays are used indoors, but in locations exposed to direct sunlight. They are all about nits – the measurement of brightness commonly used in the display panel business, representing candelas per square meter. With the exception of heavily shaded locations, regular commercial display panels built for indoor use will not be effective in communicating messages during daylight hours. Direct sunlight and glare will wash out and overpower the visuals. Where 300-500 nits is typical for indoor display panels, outdoor and high brightness panels can generate more than 2,500 nits, and have both the brightness and color contrast properties to cut through even direct sunlight. A commonly used term for that is daylight readable. You’ll see them in storefront windows, individually or stacked in totems or grouped to make video walls. Outdoor displays may look a lot like their semi-outdoor brethren, but are very different products. While they have similar brightness capabilities, outdoor displays reflect years of engineering designed to make running an LCD in harsh environments as crisp and reliable as running an LCD on the reception wall of a law office. Outdoor displays are designed to work flawlessly, for years, despite extreme high and low temperatures, the added heat from full days of direct sunlight, rain, frost, dirt, dust and fumes, to unpredictable things like power spikes and vandalism. “With semi-outdoor displays,” says Lee, “you’re really just worried about brightness. With outdoor, you’re engineering custom environments for these displays to operate in.” Display specialists focused on providing solutions for companies that wanted their messages outdoors were challenged by a variety of issues during the early years of a still-emerging specialty. The biggest obstacle was heat – from inside and from the sun. Direct sunlight and its amplified heat could alter the properties of LCD crystals – the display layer of screens – and discolor or cause black blotches. Inside, the challenge was even greater, as heat build-up also affected the state of the LCD layer and shortened the operating lifespans of the electronics. Specialists resorted to tearing apart LCD panels and re- engineering them with different lighting and electronics to amplify the brightness and better tolerate the heat. In most cases, notably those where high temperatures were an issue, they built air conditioned, sealed enclosures designed to move air through and keep the electronics inside their heat tolerance ratings. They were, effectively, their own micro- environments. All that engineering was reflected in the final cost to customers – meaning most outdoor installations were done as tests and trials, or only at signature or high volume locations of retail and media clients. The Display’s The Thing Conquering The Challenges PARK MAP Save 20% Semi-Outdoor Outdoor
  • 4. The first and many following generations of LCD display panels were illuminated by fluorescent lighting tubes - skinny variations on the fluorescent lighting used for decades in everything from workplaces to backlit advertising posters. They had limited brightness capabilities, generated a lot of heat and were not particularly energy efficient. But in the past five years, the commercial display industry (as has happened with TVs) has transitioned to back-lighting using light emitting diodes (LEDs). That has changed everything for outdoor digital signage. Far less heat – even with super- bright LEDs – has meant that displays that previously needed intense, highly customized heating and cooling designs, with air conditioning and backup systems, could now be cooled with lower cost fan solutions. Air flows and heat dissipates to keep the electronics in their acceptable operating ranges. That’s stripped out components, reduced capital and operating costs, and greatly extended the expected operating lives of units being deployed around the world. “Reliability has increased dramatically,” says Ralph Idems, COO of Vertigo Digital Displays in Toronto, Canada. Idems has been designing and building outdoor displays for more than a decade, and has seen the industry scale a steep and sometimes painful learning curve. “But we’re there now,” he says. “Reliability is up, costs are down and the global logistics are in places to push out, manage and support very large deployments.” Specialty display design engineers have to think not only about protecting LCD panels against the elements, they also have to factor in the risk from nefarious elements of the general public. Just like subway cars, building walls and mailboxes, digital signage display enclosures are subject to abuse from vandals and graffiti taggers. Specialty glass overlays are used to protect the fragile LCD layer of displays from being damaged by intent or accident. Transparent anti-vandal films provide another protective layer across the surface of enclosure glass, limiting scratching and making it possible to simply peel off and replace the film on-site in the event of it being spray-painted or damaged. LED Changed Everything Ready For Everything Outdoor display technology is no different from most technologies – in that there’s always a cheaper option somewhere. But it is one of those cases where the old saying about “getting what you pay for” is fully in play. Here’s what to think about when researching and sourcing outdoor and high brightness displays: • Is it truly bright enough to be daylight readable? • Will people wearing sunglasses see the visuals properly, because the displays handle polarization properly? • What is the pedigree – the experience, history and size – of the supplier? • How does the manufacturer or supplier validate the display‘s engineering? Do they have labs where things like thermal temperatures and sun-loading are tested? • What’s the warranty period and the life-cycle of the product? • Are there spare part depots in the region, or at minimum, in the country? • What’s in place for vandalism protection, and for the security of the screens and particularly the media players inside enclosures? What To Think About
  • 5. Putting a digital screen out in the elements is a major engineering challenge because of the obstacles that need to be cleared. It has always been much more than finding an LCD display bright enough to cut through sunlight. They’ve needed to live in their own custom-designed, weather-protected and climate controlled environments. It’s been specialized work best left to companies that have years of experience, extensive R&D capabilities and a broad set of skills. That’s also, invariably, meant costs for outdoor displays have been many multiples of their indoor cousins. The handful of companies that have specialized in outdoor displays have tried to keep costs down by developing standardized designs that could work for many projects. Unique designs that introduce new engineering, testing and tooling of parts can easily double costs. Companies have found themselves working on outdoor advertising displays for transit shelters that had to operate in cold, damp Helsinki, and then do a different design for the super- bright, oven-like conditions of Phoenix. Putting It Together For outdoor success High brightness commercial display, 2,000 nits or brighter. Media player and management software. The media player is typically a separate device, but new “smart” displays may ship with embedded media players. Connectivity, using wired LAN, mobile broadband networking or, where feasible, WiFi. 48” Digital Indoor Signage Display • $1,000+ per unit • 300-500 nits 46” Digital Outdoor Signage Display • $4,000+ per unit • 2500-3000 nits Power for all components, including laying conduits where needed. Rugged metal enclosure that houses all equipment including the power supply, mounts, protective glass, anti-vandal film, and fans for active cooling. Increasingly, custom enclosures are adding peripheral devices like cameras, touch and motional sensor capabilities, Bluetooth beacons or NFC. Buy One, Get One FREE! VS The Major Elements of an Outdoor Deployment
  • 6. Outdoor digital displays really had their start with the billboard advertising industry, which has rapidly converted much of its stock over to digital. We’re now seeing the conversion of print to digital on increasingly smaller display “faces” – not only in advertising, but in everything from retail marketing to information stations and directories at malls, campuses and large facilities. The reasons and impacts are clear: • Digital displays – with static or moving content – get noticed, and their messages recalled; • Messages can be changed remotely, on demand, and scheduled by anything from time of day or week, to location; • Digital introduces opportunities for engagement, though interactive touch or even gesture, and creates bridges to other technologies like smartphones, and payment and ordering systems; • Compliance rates – a measure of the percentage of marketing material that appears where it should, when it should – skyrockets when campaigns are planned and executed by a central office, with no need to rely on local managers getting posters up and down on time and as directed; • Digital introduces dynamics – leveraging Internet of Things data from databases, mobile devices and sensors to present content and messaging based on conditions. In a drive-thru, for example, smart systems could enable a pre-sell display to dynamically suggest adding a pastry when a customer orders a coffee. Idems says much of the outdoor activity to date has been with media companies converting posters to displays, but he sees a huge wave coming of Quick Service Restaurant operators converting their drive-thru posters to networked displays. “They’re going to convert because they’ve seen how converting menus inside their restaurants to digital paid off in sales lift on high margin items,” says Idems, “and they expect the same will happen in the drive-thru lanes.” Understanding, from experience and advice, the many challenges of outdoor displays has limited the number of companies that have chosen to focus on this specialized integration work. There’s now a short list of top tier integrators, like Yesco and Vertigo, delivering products and services around the globe. Samsung’s OM Series of high-brightness LCD displays includes models for outdoor- facing, called semi-outdoor, and for fully outdoor. The semi-outdoor displays share many of the characteristics of conventional indoor displays, and have finished enclosures that can stand alone or be grouped or stacked for video walls. They come in a size range of 46, 55 and 75 inches, with a smaller 24-inch version on the way for early 2016. The kit versions of the OM displays have unfinished edges that allow them to be mounted inside cases and enclosures. The units are available in 46, 55 and 75 inches. The kit form is used by solutions providers like Yesco, Vertigo and NuWay, who build them into enclosures that have the necessary thermal and protective environment the job requires, as well as whatever peripherals the job demands. Why GO outdoor: Benefits of digital-Out-of-home window Displays Built For Easy Integration
  • 7. New, game-changing technology developed by Samsung is opening up specialty displays to a much broader range of integrators. Samsung’s OH Series displays have all the engineering and design needed for ultra-bright, high-reliability, high durability displays built into completed, ready to install and use packages. Michael O’Halloran, Samsung Business’ Product Marketing Manager for Smart Signage, says in practical terms this delivers a turnkey solution that signmakers and metal fabricators can more efficiently build around. “These are designed in such a way that a wide range of companies can provide these solutions, without needing people on staff who understand things like thermal and fluid dynamics.” It’s a huge business opportunity for small to medium businesses. Futuresource suggested in 2014 that just 1 percent of the potential market for outdoor displays had so far been tapped, and pegged the potential market for them at 7.2 million units globally. Samsung’s OH Series displays come in 46-inch and 55-inch sizes, with a be 24-inch versions to be made available in 2016. The displays come ready to easily mount in your outdoor fixture, are IP56 waterproofed and have ballistic glass and anti- vandal films. All of Samsung’s outdoor- focused displays ship with the Smart Signage Platform (SSP), an embedded system-on-chip processor. That means media can be played out on the screens without the need for a separate PC or networked media player. However, separate media player inputs are also designed in for customers who choose to use them. The displays also factor in another impact of sunshine – using circular polarizing technology that eliminates display blindness caused by polarized sunglasses. How Samsung is Changing the Outdoor Game The importance of pedigree Daylight-readable, weather- tolerant displays were largely a niche, almost novelty product a decade ago. The major brand manufacturers that consumers knew and trusted were not involved as makers or suppliers. So the specialty display business had to find its own sets of suppliers and do the legwork, testing and validation to come up with solutions they’d not only market, but sell with a warranty. Both Idems and Lee have seen countless examples of small, unfamiliar manufacturers producing and selling solutions for outdoor projects that ended badly, because the expertise wasn’t there, the engineering was flawed, and the support and after-care was limited or non-existent. It’s a big deal, they say, to have companies like Samsung now manufacturing product specifically for these kinds of projects. A major manufacturer like Samsung brings immense R&D resources and economies of scale, says Idems. But more than anything, it creates credibility and trust among buyers. “For a long time, that was our single biggest obstacle to closing sales – questions about our suppliers,” relates Idems. Describing suppliers as unknown manufacturers on the other side of the planet made buyers uneasy. “When I was able to say ‘Samsung,’ it all changed.”
  • 8. Research shows that while it may seem like there are screens everywhere in our working and consumer lives, the actual market penetration remains relatively low. That will change rapidly in the coming years – both indoors and outside. The technical challenges have been resolved, so the focus has now turned to how screens outside get stitched into how we do things – from accessing information to making purchases. In drive-thrus, for example, displays will be much more than digital versions of posters and meal beauty shots. Some major QSR companies are already testing ordering and payment using smartphones, with walk-up and drive-thru pickup windows. Technology such as Bluetooth beacons and dedicated mobile apps will recognize customers as they enter zones, and both welcome them and upsell to them on screens, using dynamic data. Cameras embedded with screens are generating analytics on lane speeds, demographic profiles and even sentiment. Starbucks plans to add video displays to 2,400 drive-thrus across the United States, using them for promotion, order confirmation and to stream a live video image of the barista handling the motorists’ orders. One operator is even using one of the screens in its drive-thru to let customers know the state of traffic in the immediate area, potentially warning them off a planned route. The possibilities are endless, but what’s clear now is that consumers both welcome and expect screens as part of their interactions. The early days were rough, but the technology and expertise is now there to fully deliver on those expectations. Learn more: samsung.com/outdoordisplays | 1-800-SAMSUNG | 1-866-SAM4BIZ Follow us: youtube.com/samsungbizusa | @SamsungBizUSA © 2015 Samsung Electronics America, Inc. All rights reserved. Samsung is a registered trademark of Samsung Electronics Co., Ltd. All products, logos and brand names are trademarks or registered trademarks of their respective companies. This white paper is for informational purposes only. Samsung makes no warranties, express or implied, in this white paper. WHP-LFD-OUTDOOR-NOV15J Looking Ahead OMD-W SERIES Storefront window solution delivering 2500 nits to communicate clearly on the sunniest days OMD-K SERIES A high-brightness display kit ready to install in your custom enclosure OHD SERIES Rugged, weather-proofed display solution with IP56 certification for outdoor installation