Presented by: Cecile Farnum, Communications and Liaison Librarian - PowerPoint PPT Presentation

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Presented by: Cecile Farnum, Communications and Liaison Librarian

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... playing continuous local and international newscasts (CNN) into library services ... cable feed on campus and display headline news CBC newsworld, CTV newsnet ... – PowerPoint PPT presentation

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Title: Presented by: Cecile Farnum, Communications and Liaison Librarian


1
Digital Signage as Communication Past, Present
and Future Uses in Libraries
  • Presented by Cecile Farnum, Communications and
    Liaison Librarian
  • Ryerson University Library

2
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

3
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

4
Ryerson _at_ Yonge Dundas
5
How Does is it Work?
  • PC, with digital content, connects to LCD panel,
    and broadcasts content in a continuous loop using
    sign management software

6
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

7
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

8
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

9
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

10
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

11
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

12
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.

13
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

14
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

15
Kapiolani Library, floor plan
16
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

17
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.

18
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

19
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

20
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

21
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

22
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

23
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

24
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

25
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

26
Where did we find content?
  • Remember the 3Rs
  • Whats New new books, e-resources, etc.
  • Website whitespace
  • Welcome messages to visitors
  • Other departments

27
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.

28
What is the value?
  • Visual draw into the Library
  • Keeps students informed
  • Allows for nichecasting
  • Updating of content
  • Building collaboration

29
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

30
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

31
Thank you!
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