The physical infrastructure of a location where digital out of home technology is deployed is a big factor in the functionality and cost of a network. In Part 2 of our Understanding Installation & Deployment Series featuring Deryk Powell, COO of Velociti, we saw how important site surveys are of each location in order to […]
The physical infrastructure of a location where digital out of home technology is deployed is a big factor in the functionality and cost of a network. In Part 2 of our Understanding Installation & Deployment Series featuring Deryk Powell, COO of Velociti, we saw how important site surveys are of each location in order to create a realistic timeline and to identify exactly what is needed for success.
Building off of the idea of the site survey comes the topic of connectivity. Take a look at your desk in your home or office. Think about the devices present, a computer, printer, speakers, possibly a fan, plus your phone charger, external hard drive, and monitor. The tangle of cords behind the desk can come to look like spaghetti hanging off of a high chair.
DOOH systems are no different; power cables, media players, transceivers, inputs, outputs, all require forethought for how each piece fits in with the next. “Cabling is a big cost driver,” says Powell, “it is a huge consideration. The simplest environments are those with ample cabling cabinets, being able to connect to a CAT 5 connection, and an open ceiling environment. With a department store in Manhattan it is a completely different deal, with hard capped ceilings, etc.” The variance of types of locations and the types of technology being used can mean the difference in doing an install in a matter of hours or taking the entire day, according to Powell.
There is nothing glamorous about the cabling itself, and in the best deployments the technology fits seamlessly into the architecture of a location. “Prior planning is a simple rule,” explains Powell, “we go through the deployment profile in advance.” But there are some issues that come up, one of which being that managers of a particular location might offer some resistance to changing their venue.
“The decision to deploy is made at a corporate level,” says Powell, “and if the mission is not explained to the managers it could be a problem. There is always something a little different, the manager has another issue with the physical environment, or an asbestos building that wasn’t disclosed in advance.” Having as much information as possible about the physical characteristics of each location, plus ensuring that the initiative itself is understood by everyone involved prevents problems and gets the technology up and running faster.
One way to solve the issue with cables is to make as many parts of the technology ecosystem wireless (not from power, of course, but wirelessly connected to each other and running on wireless networks). “Cellular is a huge trend (for delivering content and recovering analytics from DOOH networks). There is a huge benefit there with the ease of deployment, and to do this wirelessly you’re talking about a significant cost reduction by leveraging an established network (in this case the major carriers such as Verizon), not having to support the IT network itself, eliminating a ton of potential conflict internally where tapping into an existing network is completely limited,” said Powell. With 4G data speeds getting faster every day, cellular technology is already able to deliver the type of dynamic HD content that DOOH networks demand.
Tony Hymes is the Editor of the Digital Out Of Home industry website DOOH.com. He produces introductory videos of the companies working across the space from digital signage hardware providers to content companies, DOOH networks, consultants, and software groups. Tony Hymes writes extensively about the strategies behind DOOH advertising, digital signage networks and deployments, and customer engagement trends.