Presented by: Cecile Farnum, Communications and Liaison Librarian

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Digital Signage as Communication Past, Present
and Future Uses in Libraries

• Presented by Cecile Farnum, Communications and
  Liaison Librarian
• Ryerson University Library

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Defining Digital Signage

• Also known as DVM (digital visual messaging),
  narrowcasting, dynamic digital displays or
  electronic billboards
• Combination of high-resolution digital display
  such as an LCD flat-screen with a dedicated
  computer delivering content (text, images,
  digital video) to one or multiple locations and
  the creation of content to a customer base

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Where is it Used?

• Largely utilized in the retail sector, but also
  in the corporate sector, restaurants, hotels and
  conference centers
• Now being used in more public venues, such as TTC
  stations, government buildings, and university
  and college campuses

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Ryerson _at_ Yonge Dundas
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How Does is it Work?

• PC, with digital content, connects to LCD panel,
  and broadcasts content in a continuous loop using
  sign management software

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Whats the Retail Advantage?

• Sharper image quality and sleek design
• Now more affordable
• Attention-getter for the screenager
• Less reliance and less expenditure on print
  communications and marketing campaigns
• Digital signage networks allow for rapid updating
  from desktop

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Whats the Retail Advantage?

• Niche-casting opportunities
• Multiple messaging on a single screen
• Changes in mass media advertising outlets
• Connects branch outlets with common messaging
• Flexibility - catches people on-the-go at
  point-of-purchase

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What is the Library advantage?

• Although different, there are some similarities
  between the retail and the Library environments
• In an academic library, screenagers are our
  major client base
• Rapid updating is needed to keep students
  informed
• Movement from print to digital

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Whats the Library advantage?

• Need for nichecasting target unique user groups
  at different times, and with different content
• Multiple messaging library environment is
  dynamic new services, collections, depts
  competing for marketing space
• Can connect branch libraries, and connect
  university to the library

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Old Wine in New Bottles

• Allows you to reduce, re-use and recycle
• Reduce reliance on paper signage, posters
• Reuse web content, images, brands, logos, Flash
  presentations
• Recycle your promotional messages continuously

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Case Studies Boston Public Library

• In 2001, BPL bought 3 38 LCD panels and created
  a visual banner in the lobby of their main branch
• About 6,000 visitors to the Library daily
• Mounted 20 feet above entrance in a single row

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Boston Public Library

• In addition to the LCD panel, also purchased a
  digital media controller and SignSuite software
• Software allows creation of content by dragging
  and dropping of media (images, Web content, text,
  even video and DVD clips) into a sequence.
• Content provides current and upcoming activities
  and programs, important announcements relating to
  the library's collection, etc.

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Kapiolani Library, University of Hawaii

• In 1994, as part of a re-design of the library,
  introduced a design concept that integrates
  television newscasts with traditional library
  resources, such as books, periodicals, etc.
• Decided to integrate a large-screen television
  playing continuous local and international
  newscasts (CNN) into library services

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Kapiolani Library, University of Hawaii

• Design of the floor is to encourage students to
  take a current event from the news and then
  conduct in-depth research using the traditional
  library resources located on the floor
• Students will make the connection between current
  events and classroom curriculum, and the Library
  as a place to help facilitate this connection

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Kapiolani Library, floor plan
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Newsware Alcove

• Continuous cable news on a 61 screen, with
  additional smaller monitors showing local news
  broadcasts
• Alcove is sunken 3 feet to help control sound,
  and provide seating for students
• Integration with faculty instruction students
  assigned to watch programming

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Response from Library Users

• Attracts browsers between classes, and those
  interested in following major news events
• Some expressed concern that television isnt
  appropriate in a library
• Complaints about sound emitting from the alcove
• Source Webb, T.D. NewsWare Integrating Mass
  Communications and Library Resources." In
  Building libraries for the 21st century.
  McFarland Co., 2001, 105-121.

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Ryerson Library Experience

• Early in 2004, received 1 million from alumnus
  Ron Besse, to build the Ronald D. Besse
  Information and Learning Commons on main floor
• Design build team saw opportunity for an LCD
  panel at Library entrance in the newly
  re-configured lobby

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Possible University Partners?

• 1st floor renovations coincided with university
  interest in a collective venture to implement
  digital signage across campus
• Met as a group with a company who produced
  digital signage solutions, with representation
  from interested departments to discuss
  possibility of sharing software and content
• Build community and collaboration across campus
  through digital signage network

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Possible University Partners?

• Although meeting was positive, some concerns
• Politics of sharing content with others would
  the Library message get lost?
• Collaboration would create the potential for loss
  of autonomy in terms of choice of software, etc.
• RFP process would be lengthy

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What to do?

• Decision to buy hardware
• Met with some digital signage companies
  independently, but were reluctant to commit
• Should university decide to pursue digital
  signage network on campus, didnt want to commit
  to a software

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Choosing the Hardware

• Systems-side looked at LCD screens
• Needed to fit budget and size of space
• Purchased a 40 LCD display about 7,000
• Installation in lobby in the summer 2005

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Programming the Content

• Needed to put some kind of content in the LCD
• Decided to tap into an existing cable feed on
  campus and display headline news CBC newsworld,
  CTV newsnet
• No closed captioning, but sound is enabled

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Shopping for Software

• Met with several vendors to look at options
• Buy-out-of-the-box or could customize a solution
• Can purchase LCD panel through distributor
• Software and equipment maintenance on an annual
  basis
• Rental options available
• 10 000 15 000

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Using PowerPoint

• Needed to generate content to promote the
  Library, but no software or administrative tool
• Decided to use PowerPoint presentation software
  to promote Library collections and services, and
  to update users
• LCD linked to CPU located in the Commons to run
  slides on a continuous loop

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Where did we find content?

• Remember the 3Rs
• Whats New new books, e-resources, etc.
• Website whitespace
• Welcome messages to visitors
• Other departments

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Creating Slideshows

• Used images where possible, with content
• Each slide would display for 15-30 seconds
• Identify pertinent messages for the week and
  create slide presentations
• Balance between informing and overwhelming
• Choose a variety collections, services, news,
  etc.

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What is the value?

• Visual draw into the Library
• Keeps students informed
• Allows for nichecasting
• Updating of content
• Building collaboration

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Feedback from the community

• Positive think the TV screen provides good
  current information on what is happening in the
  library.
• Negative - was shocked and angered by the flat
  screen TV that has recently (as of last year)
  been installed at the entrance to the library.
  Its position is strategic, so that no student can
  avoid being hit with whatever news programme or
  advertisement is currently being shown
• Interest from the student press and the issue of
  advertising on campus

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Whats Next?

• To make maximum use, should purchase software to
  program and publish content more efficiently and
  fully utilize screen
• Is one LCD enough in a vertical space?
• Policies or guidelines around use of LCD panel
• Finding partnerships
• Staffing the service

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Thank you!
Any Questions?