If you're a regular reader of the AVIXA Report in SCN, you know the Pro AV industry is growing—but not like it did in recent years. Following pandemic-related declines, the industry recovered very quickly. One might even say growth was explosive. Today, that growth has stabilized.

[Editorial: A Farewell to Skype]

While there might not be fireworks, Pro AV is still expected to remain higher than the U.S. gross domestic product. “It’s still growth, we’re in a true growth mode,” affirmed Sean Wargo, VP of market insight at AVIXA. “We’re growing better than the economies in which we exist.”

When you drill down specifically into digital signage, it’s growing faster than other solution areas within the Pro AV industry. It’s also one of the largest solution areas, too.

But digital signage hasn't exactly had the smoothest ride in recent years. Yes, there was rapid growth in 2021 and 2022, but there was a significant slowdown in 2023, and it slowed down even more in 2024. Wargo attributed this mostly to the drop in display prices that resulted from a rapid increase in display supply—but with potentially more stability in pricing, he expects a market correction this year.

Based on AVIXA estimates, you can expect the digital signage market to grow to $44.2 billion this year and continue to grow in 2026. Part of that growth will include projection (remember, digital signage isn’t limited to LED displays) that will be used for everything from live events to projection mapping. Also, some older digital signage displays are being replaced by new technology, such as dvLED, which will drive more growth.

There are plenty of potential public-facing areas where digital signage can be beneficial to customers, visitors, and even employees. Digital signage installs run the gambit, from wayfinding to digital out-of-home advertising to digital menu boards (yes, AVIXA includes them in its digital signage numbers). According to Wargo, “The opportunity is thinking about digital signage as points of delivery in public settings to communicate and convey information to all manners of audience."

Retail and hospitality will continue to lead the digital signage success story. Digital menu boards found in quick-serve restaurants create a bit of a blur between the two markets, but Wargo said they remain a key driver. Another market showing promise is transportation, with facilities investing more in digital signage for wayfinding as well as enticing travelers to enjoy a meal (see the display to the right that encouraged me to have an overpriced dinner on my way to ISE earlier this year).

However, the digital signage market is about more than the display. As Wargo explained, the potential for the content management system component of the digital signage workflow is huge. Pick your flavor, on-site or cloud-based—CMS could see almost 30% growth.

Also, look for managed services to grow significantly as well. Wargo said the “bang and hang” installation possibilities are not where the opportunities end. From servicing equipment to creating content, he said integrators should look beyond the initial install and offer add-on services to create recurring revenue streams.

Another area that warrants some attention is interactivity. Companies like Navori Labs are already using AI to track audiences and deliver personalized content in retail environments. It's not alone. The use of data being captured at the point of customer interaction and the response to that data with personalization used to be the stuff of science fiction. Now, it's a compelling use case.

[The Integration Guide to Digital Signage 2024]

Yes, Wargo acknowledged that there must be a sensitivity to privacy, but it's been shown that shoppers will share private information if it results in something that is relevant and useful. While AVIXA hasn’t quantified interactivity in its forecasts (yet), there's no doubt that personalized digital signage experiences will continue to gather momentum in retail and other markets. In other words, watch this space. After all, it's watching you.

Just a couple of years ago, industry experts reported that digital signage was slightly underperforming when compared to the overall Pro AV industry. But that news is so 2022. Today, digital signage is outpacing the field.

[Editorial: Ballad of the Broken Signage]

For the numbers, let's go to the experts. As explained in AVIXA’s 2023 Industry Outlook and Trends Analysis (IOTA), digital signage is currently a $39.7 billion solution area, with a compound annual growth rate (CAGR) of 6.2%. According to a June 2023 report published by MarketsandMarkets, which focuses on B2B research, the global digital signage market should reach $26.1 billion by 2028, up from $18.7 billion in 2023 (CAGR 6.9%). And there are encouraging numbers from the International Market Analysis Research and Consulting (IMARC) Group: The global digital signage market, which hit $26.9 billion last year, is expected to reach $45.5 billion by 2032, with a CAGR of 5.8% during that stretch.

Estimates vary, of course, because methodologies vary, but researchers seem universally convinced that digital signage is a healthy, growing segment of Pro AV. While North America had the highest market share in 2022, MarketsandMarkets indicated that the Asia Pacific (APAC) region will be the top digital signage market by 2028.

It’s not just the researchers; manufacturers are also bullish on digital signage possibilities. I talked with Steve Durkee, CEO of BrightSign, at ISE 2024 in Barcelona. His company, known for its digital media players, is now focused on solutions, specifically on “experiences we can create and problems we can solve.”

To that end, BrightSign announced Bright Alliance, a comprehensive global support effort for its content management system (CMS) partners, at the show. Durkee also said he is having a lot more discussions about interactivity and immersion for digital signage installations, with the ultimate goal of delivering personalized experiences. “The sophistication is going to increase,” he added. “You can see that trend for sure.”

[Viewpoint: The Burden of Burnout]

Not every digital signage vertical market is thriving equally. While digital signage can be part of improving the work experience and return-to-office efforts, enterprise and higher education are “taking a breather,” according to Sean Wargo, AVIXA’s VP of market insight. During the pandemic, these markets made significant investments that cut across solution areas, not just conferencing and collaboration technologies. Spending has slowed down in these areas, but Wargo expects increased activity when inflation comes down and recession fears recede.

IMARC identified retail as exhibiting a “clear dominance in the market.” While AVIXA doesn’t generally separate data by market, Wargo said it’s safe to say retail will continue to see the lion’s share of digital signage purchases. “Customers are spending,” he explained, “even in the face of inflation and interest rates. “Shoppers are trying to find the products they are looking for. Digital signage helps them do that.”

If you're looking for a thriving digital signage vertical, head over to your local quick-serve restaurant (QSR), because digital menu boards are poised for big growth. CapEx costs are always challenging, but Wargo said it makes sense to deploy digital menu board systems for upsell opportunities, pricing flexibility, and clarity of offerings. “And the prices are conducive, too,” he added.

The integrator channel can benefit from a managed services offering to help QSRs use digital menu boards more effectively and avoid the pitfalls of poorly designed (read: do-it-yourself) systems. Speaking of managed services, this potential revenue stream for integrators is growing faster in digital signage than in any other service area, Wargo reported. Customers can benefit from remote monitoring and content updates, as well as potential equipment leasing and maintenance programs.

The forecast for the digital signage market is bright, with nary a cloud in the proverbial sky. According to AVIXA’s Industry Outlook and Trends Analysis (IOTA), it’s one of the largest solution areas in the Pro AV industry, with an estimated value of $35 billion this year and growing to $44.7 billion in 2026. Numbers vary among market research organizations, of course, but analysts generally agree that digital signage will continue to grow over the next several years.

So, why is digital signage trending up? Researchers point to its increased use in commercial applications, such as retail, entertainment, and hospitality. Sean Wargo, senior director of market intelligence for AVIXA, told me the digital signage market—like so many other segments of the Pro AV industry—was negatively impacted by the COVID-19 pandemic. “Certainly consumers are becoming more mobile and have an increased willingness to spend,” Wargo said. “As they recover, digital signage is also able to recover. It all equals return to growth.”

Remember, hospitality essentially came to a grinding halt in 2020. For almost two years, hotels were focused on pandemic-based safety protocols, not enticing you to try the fish at the restaurant downstairs. In fact, on-prem restaurants were closed or had very restricted offerings. Even some self-serve hotel breakfasts were reduced to brown bag distributions by masked and gloved employees, because congregating in common areas was discouraged. With few customers, as well as limited opportunities to present them with information, digital signage was far from a priority.

[A Tale of Two TVs]

Now, the hospitality is redirecting its efforts again, this time toward filling rooms and improving the guest experience. That means digital signage is off the “good enough” list. Expect to see more installations, from the lobby to the valet stand, as properties increase their digital signage investments.

You can see a similar resurgence in retail. Consumers are returning to in-person shopping, and brick and mortar are businesses are using digital out-of-home (OOH) advertising and other digital signage solutions to differentiate their offerings from the online shopping experience. And you can’t miss the push by quick serve restaurant (QSR) chains to adopt digital menu boards, both inside the store and at the drive thru. Self-serve ordering kiosks will be unavoidable in the very near future.

From dynamic dvLED displays to more utilitarian LCD/LED flat panel installs, from wayfinding kiosks to immersive entertainment experiences, expect plenty of new digital signage on the horizon. Companies just need to keep the clouds away with engaging content.

In today’s digital world, information has never been more accessible online, whether on web sites or in social media feeds. Customers expect the same quantity of information to be available to them when they’re in physical public places, whether they’re attending an event or shopping for a new pair of jeans. Not only do customers want the same quantity of information, they want the same quality—that is, they expect that the information presented to them during in-person experiences will be just as interactive and engaging as when they’re online.

Digital signage, once a basic tool used by businesses to share static updates, has evolved to offer more complex content and real-time updates in any type of environment or in any form, from a video wall to a 4K touchscreen. Businesses can benefit from the integration of digital signage solutions to help them elevate the customer experience and build loyalty, while at the same time increasing operational efficiencies and generating additional revenue from advertising and upselling opportunities.

[ How Outdoor AV Can Help Move the Hospitality Industry Forward ]

Here’s how digital signage can advance different types of customer interactions and business scenarios.

For the quick-service restaurant: When entering a drive-thru, customers immediately look for information that’s easy to read and helps them decide what they’d like to eat. By integrating displays with crisp visuals that can be read even in direct sunlight, the restaurant can clearly present information about its dishes, including ingredients and nutritional facts, and assist the customer’s decision-making process. It’s also important to invest in software that helps to manage and update menu items in real time, accommodating seasonal specials or daily deals, which creates an opportunity to upsell and increase order sizes.

For the hotel or hospitality venue: During check-in, guests expect the lobby and public areas in the hotel to provide guidance about where to go for a smooth start to their stay, whether for work or vacation. Digital signage can be leveraged throughout the venue to assist with check-in (showing which counter is available, for example), while signage in hallways and meeting spaces can be used as wayfinding devices to help guests locate their room or meet up with colleagues. Digital signage can alert guests in real time in the event of an emergency, leading them to safety, or during construction, informing them that they need to find a different rendezvous location.

[ Integrating for the Hospitality Experience ]

For the museum: As guests wander through exhibits and galleries at a museum, they benefit from easily visible digital signage mounted on walls or ceilings that provides additional information about the artwork. Video tutorials or interviews about the creation of the art piece, for instance, or visual assets that show the historical context of the exhibit will enhance the experience and help to transport the guest into the stories behind each exhibit.

For the retail store: Retail can use digital signage to invite the customer into the design process and customize a product, whether it’s a new paint color for a living room or a custom shirt. Data collected about how the customer interacted with the content helps businesses understand their interests and needs, and ultimately improve store offerings to enhance future customer interactions.

There are many different applications of digital signage for public spaces in various markets, though all businesses can benefit from using this technology. By investing in these solutions, businesses can create a more informative and interactive experience that keeps customers coming back for more.

Click here to read more stories from the October 2021 issue of SCN.

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Outdoor Digital Signage Makes Social Distancing Entertaining • Whether for company events or public gatherings, creative thinking has been key, and digital signage plays a key role.

Modernization Brings Changes to Drive-Thrus • Digital signage innovations—like digital menu boards—are helping quick-serve restaurants operate in a way that is more efficient and user-friendly.

Technology Trends in Kiosk Design • In an ever-evolving consumer landscape, kiosks are helping to ensure efficiency, security, and even safety during the ongoing pandemic.

How Display Solutions Can Help the Hospitality Market Recover and Thrive • New technologies and connected TV platforms make visual communication an essential part of health safety for hotels and restaurants.

In an ever-evolving consumer landscape, kiosks are helping to ensure efficiency, security, and even safety during the ongoing pandemic. Kiosk offerings run the gamut to cover most use cases and settings, from all-in-one models to modular systems. Tech innovations include screens with antimicrobial coating and shatterproof film, contactless ordering, and improved payment capabilities.

“The pandemic has absolutely changed the use of digital signage, with the most significant change being the uptick in use of videoconferencing. With our inability to travel, network in person, and keep in contact with customers, peers, family, and friends, videoconferencing via FaceTime, Zoom, WebEx, and other platforms has become commonplace. Additionally, with organizations that are using digital signage, we have seen improved analytics that are allowing businesses to mine and evaluate historical customer data to deliver effective and targeted personalized content,” said Rob Meiner, CTS, technical sales engineer, Peerless-AV.

Changing Landscape

With pandemic considerations making users uncomfortable about using touch interactive displays, the industry is also becoming more reliant on autonomous AI to help with the execution of functions and tasks, noted Meiner.

“Retailers, QSRs [quick service restaurants], hospitality businesses, and others have integrated mobile connectivity into their signage solutions, allowing people to interact with the information and data displayed on a display” via their personal mobile device, Meiner explained.

Luke Westin, senior product manager at Chief, also has some thoughts on the pandemic’s impact and suggested it has only heightened the need for kiosks. “Digital signage is definitely expanding—both indoor and outdoor. The need to elegantly enclose display technology is only going to grow, whether it be advertising, menu boards, automation, virtual reception, or wayfinding. All these applications will grow to accommodate communities that are now more acutely aware of health, safety, and security in public spaces. Importantly, digital signage can help make these spaces comfortable and convenient for everyone to navigate again.”

Social distancing and changing levels of use are pushing some manufacturers to amplify the customer experience.

“Kiosks will continue to increase in popularity for a multitude of reasons, including ease of use, adaptability, and their role in perfecting the customer experience for various industries,” added Mark Quiroz, vice president of marketing, Display Division, Samsung Electronics America. “The challenges of a distanced world have certainly fueled our design efforts to introduce products that are safe, secure, and easy to use. The digitization of the retail world and other industries continues to inspire and motivate us to think outside the box and to explore not simply what kiosks should be but what they can do. Creativity in this sector will be the key to developing products that stand the test of time and pave the way for more inventive solutions.”

[ Touchless Systems: Manufacturers Discuss AV's Latest Trend ]

Growing Trends

Peerless-AV’s Meiner shared some recent observations and trends. One is the notable increase in self-service kiosks that allow customers to have one-on-one conversations with off-site customer care representatives.

“According to a recent study on checkout lines, 69 percent of shoppers said long lines were the most irritating part of shopping,” Meiner said. “That beat out high prices (66 percent) and inventory being out of stock (65 percent). Eighty-four percent of those customers said watching digital displays helped them pass the time while they waited. With self-service, businesses can offer lower perceived wait times. Long lines are enough reason to leave a business or establishment. Therefore, any businesses should be investing in points of sale or offering self-checkout—anything to keep long lines from chasing off customers. People have a much easier time waiting in line when there’s something to take their mind off the actual wait.”

Some airlines are already using this technology, giving travelers the option of videoconferencing with a representative rather than using chat, email, or a telephone call to solve a problem, Meiner noted.

“The best part of a solution like this is that it allows customers to help themselves. Studies of customer feedback show that customers prefer self-service over working with an employee. In addition, self-service is the fastest and most cost-effective way to customer support,” he said. “Digital signage engages customers without requiring employee interaction. As a result, customers get the information they need to make a purchasing decision,” and employees’ time is freed up to focus on helping in situations where a customer service agent can make the most impact.

AI continues to be another game-changer. “With the use of AI, display content can be changed at a moment’s notice, creating a completely new innovation for kiosk usage. With networked digital signage, content in numerous stores located throughout the country can all be changed at the same time from a single remote location,” he said. “If a business wants to advertise a new product or announce an upcoming sale, they can create an ad and deploy it across all locations at the same time. While one of the benefits of digital signage is the capability to quickly implement new sales, offers, and products, it’s also the best way to keep brand messaging consistent across locations. The concept works in reverse, too. Operators can quickly pull offers completely or retool their marketing efforts without going through the lengthy and costly process of removing printed material and creating new material to replace it.”

Meiner believes that analytics will continue to play a large role in kiosk innovation. For example, a display that allows shoppers to check inventory can increase engagement and deliver analytics about which products are searched for the most. If sales numbers aren’t consistent with this interest, it might be time to lower the price or otherwise improve a product’s perceived value. Without customer data gathered by kiosks or other interactive signage, interest in a product would not be apparent if customers left the store without buying it.

“Displays can now be outfitted with video cameras that report a whole host of metrics,” said Meiner. “These can include people count (or impressions), dwell time, interaction time, demographics such as gender and age, emotional sentiment, recurring visitors, content touches, football traffic, and heat maps.”

Meiner warns that even with increasing availability of self-service kiosks, there will always be a subset of customers who prefer to work directly, face-to-face, with a human. “This desire for human interaction will continue to exist, especially for small and medium-sized businesses,” he said.

Future Outlook

What does the future hold for kiosks? And how will they evolve over the next few years?

“Kiosks need to look great and seamlessly blend into a variety of environments. The ability to respond to customizations is key when it comes to aesthetics and other features,” said Chief’s Westin. “Beyond aesthetics, I see innovation from manufacturers that have thought through the installation and servicing process. Quick installation for large roll-outs, servicing or troubleshooting are important value-add features that continue to save time and money beyond the initial purchase. As far as outdoor goes, there will be major innovations taking place with displays and media players. We are also seeing outdoor displays migrating toward System on Chip [SoC] and Smart Signage Wi-Fi options, reducing the need for climate control of media players. As the need to support more signage outdoors increases, so too will the demand for outdoor-rated media player devices.”

As well as growing use in an increasing number of applications, especially in the outdoor space, Westin anticipates that display technology will become even less dependent on media players and expects to see further integration of accessories like cameras, card readers, speakers, and microphones.

“Technology will continue to advance in outdoor rating of kiosks,” he concluded. “Direct view LED is another technology that can be applied in kiosk and enclosure applications.”

Click here to read more stories from the August 2021 issue of SCN.

Kiosk Technology and Installations

Samsung Unveils Kiosk for Contactless Ordering and Payment • Samsung’s all-in-one Kiosk includes a 24-inch HD display, receipt printer, credit card terminal, scanner, and NFC tap pad, with self-ordering kiosk software from GRUBBRR.

Touchless Systems: Manufacturers Discuss AV's Latest Trend • In a flurry of innovation, industry leaders have been developing new products and solutions to help facilitate a healthy return to corporate and college campuses, hospitality, and more. We reached out to manufacturers to learn about the solutions they’re working on for this new, touch-free world.

Privacy and Digital Signage • With AI and data analytics at the heart of today’s digital signage platforms, maintaining consumer and visitor privacy is becoming an increasingly important issue.

Samsung, Partners Bring New Display Tech to D.C. Landmark • Samsung’s dynamic smart signage, coupled with content driven by New Tradition, provides commuters and visitors up-to-the-minute travel, weather and safety information at Washington, D.C.'s historic Union Station.

Why Digital Signage and Wayfinding Technology Are Critical in a Post-Pandemic World • 22Miles' Tomer Mann discusses the importance of digital signage technology in the era of COVID-19.

Samsung Electronics today announced the expanded availability of their Kiosk display, an all-in-one secure solution that offers simultaneous contactless ordering and payment capabilities. Providing customers with easy install options and a protective coating, the Kiosk is now available in 12 countries worldwide, including the United States, Canada, the United Kingdom, Ireland, France, Sweden, the Netherlands, Belgium, Spain, Austria, Australia, and Singapore.

“Samsung is disrupting the kiosk market with its innovative and secure self-service capabilities that are ready to use out-of-the-box and within reach for any business,” said Mark Quiroz, vice president, Display Division, Samsung Electronics America. “The touch display with a speaker, printer, scanner, and payment solution was designed with the customer in mind.”

Available in a stylish grey-white color, the 24-inch touchscreen display is powered by Samsung SoC (System on Chip) technology, removing the need for an external PC. The Kiosk adopts a modular design to provide a variety of payment options for customers, including credit card, barcode, and QR code, and includes a built-in printer and Wi-Fi. This all-in-one functionality makes maintenance fast and easy, ensuring minimal business downtime, a decrease in operating costs and increased customer satisfaction.

The Kiosk supports a variety of installation options. The countertop design can be installed on any counter or table within a store, without additional construction. It may also be mounted on a stand or wall-mounted to maximize space savings. (Wall mount sold separately.)

During a time when contactless interactions have increased, Samsung treated the Kiosk screen with an antimicrobial coating that also protects the panel from oxidation. The display is also protected by a shatterproof film.

[ Touchless Systems; Manufacturers Discuss AV's Latest Trend ] 

Samsung's Kiosk uses three-layer security protection powered by Samsung Knox technology, designed to protect its hardware, payment platform and application, as well as customer information, against external threats such as hacking. It also supports application development through a Linux-based open-source operating system, powered by Tizen, providing high compatibility and supporting web standard technologies (HTML5, JavaScript, CSS), so developers can create software applications that can be used on the Kiosk.

With the MagicINFO Remote Management feature, store management can improve efficiency by identifying any issues in real time and taking necessary measures when a problem occurs. Remote control capabilities enable the diagnosis of issues and remote control of essential functions such as switching the screen on and off.

GRUBBRR Self-Ordering Kiosk Technology

Samsung’s Kiosk is powered by self-ordering kiosk technology from GRUBBRR. With the integrated GRUBBRR software, the Samsung Kiosk comes ready to handle every aspect of the self-ordering transaction. GRUBBRR solutions impact businesses by reducing labor costs, increasing efficiency, and increasing the customer’s average ticket spend.

[ Why Digital Signage and Wayfinding Technology are Critical in a Post-Pandemic World ]

Samsung’s large HD screen provides impactful images, which are crucial to the buying experience, and GRUBBRR’s user interface offers customized upsells with every transaction. The consumer experience is enhanced by eliminating the need to wait in line and providing personalization and order accuracy.

“When we began our search for a software partner to help us enter into the self-ordering kiosk market, we knew that we needed a best-in-class team in terms of both support and software,” said Quiroz. “GRUBBRR immediately caught our attention as the best turnkey self-ordering solutions provider, and our work with them has only exceeded these expectations. This kiosk will revolutionize the industry for all businesses.”

In addition to the self-ordering Kiosk, Samsung consumers can also integrate their existing ecosystem with smart digital menu boards, kitchen display systems, and food lockers from GRUBBRR.

Related News

Smoothie King Empowers Franchisees with Samsung Displays • QSR chain Smoothie King chose Samsung displays to serve as an indoor/outdoor digital signage solution that would enable franchisee operators to make menu changes in real time, allowing them to localize their promotions and upsell high-margin add-ons.

The drive-thru has long been the chief point of sale for quick-service restaurants. Ten years ago, the drive-thru accounted for between 60 to 70 percent of food and beverage sales. One decade later, changing consumer habits and strict guidelines fueled through the pandemic have escalated its importance and value.

Post-lockdown, many QSRs have sharply reduced interior counter service hours, with intermittent closings as local case numbers surged. These changes, along with the safety of being inside the car, have sparked some drive-thru sales to increase by another 30 percent, accounting for most of the customer revenue. Others never re-opened their lobbies, relying exclusively on drive-thru service.

[Download the Digital Signage Best Practices Guide]

The QSR industry expects these changing consumer habits and business operations to continue post-pandemic. This is a primary reason why so many QSRs are digitizing their drive-thru models, from wider dual-lane lane designs to more dynamic menu and ordering systems.

These are not completely novel updates, as many of today’s most well-known QSRs are working through multi-year upgrades across their chains. USSI Global has served as the lead project manager for several digital menu board upgrades with household-name QSRs, including 1,200 locations in 25 states for one globally known brand. This project coincided with the chain’s transition to a dual lane ordering system, with USSI Global managing all logistics and more than 200 teams of system integrators that installed over 7,200 displays. The relationship with the system integrator is ultimately what creates a successful and uniform result across so many locations.

As perhaps the most important role of the project management company, logistics are critical to the success of these extensive projects, which have unique characteristics and more complex phases then most digital signage rollouts. To begin, the outdoor redesign requires close liaising with local municipalities to secure permits, comply with local laws, and meet construction deadlines. There are also substantial foundational infrastructure changes that come with lane redesigns and modern menu board structures.

[The State of Digital Signage in 2021]

It’s imperative that all these elements come together under tight deadlines to properly manage budgets and follow the QSR’s exacting specifications to drive customer engagement, simplify menu changes, properly reflect brand image, and—most importantly—increase customer receipts.

Then there are the dynamic menu board themselves—the protective displays and the digital signage software powering the content—that must be specified, installed, and commissioned with uniformity across most, if not all stores.

Technology Choices

The role of the project management company is to properly execute the customer’s vision while overseeing all logistics. The breadth of logistics could summon an article three times this length. Looking specifically at the technology, the logistics include specifying and procuring the menu board equipment that meet the customer objectives outlined in the previous paragraph.

Digital menu board systems bring together several core elements. Beyond the displays and software that bring the menu board and ordering systems to life, there are cameras, intercom systems, and even point of sale (PoS) software that must integrate within the ecosystem to ensure a pleasant and expedient customer experience.

The latter is especially important for ROI: Our customers that have modernized their systems report a 10-second decrease in each drive-thru journey. That time reduction, along with a visual presentation that invites, emphasizes fast absorption and readability.  Customers often report an increase in receipts by up to 20 percent.

[Re-Harnessing the Signage Wave]

Recent advances in display technology have set the stage for many of the menu board technology overhauls we have seen over the past 12 to 24 months. While visual quality and performance are paramount to the customer experience, innovations in the display hardware itself have contributed to the overall progression we have seen.

Even the biggest QSR budgets have ceilings, and display protection has long been a budgetary concern for drive-thru system upgrades. The costs of switching from flip adders to displays would quickly escalate; each site required a protective outdoor enclosure for an indoor display, along with heating and cooling elements to moderate temperature.

The transition to self-contained screens has contained the expense. IP66-rated protection has rendered modern menu boards impermeable to elements, with “dust tight” designs that protect against pelting rains and powerful jets of water.

Readability becomes more critical as QSRs add more items to their menus and more detail to layouts, including advertisements that help to monetize the network. This means ensuring the appropriate font size and brightness based on the amount of content, the distance between driver and board, and the environmental position in relation to sunlight and related elements. A brightness specification of 2,500 nits makes the display perfectly legible in direct sunshine and is the suggested threshold to ensure that all content is legible.

The digital signage software choice ultimately drives the customer experience and carries an important responsibility for proper brand representation. In addition to dayparting menus and flexible content scheduling, the CMS is the portal for real-time price adjustments and, more recently, the presence of voice activation.

The CMS is also increasingly driving the customer order display, not to mention the ads and widgets (such as a weather ticker) that increasingly populate the display. While there are many digital signage software solutions that accommodate these requirements, we are now seeing a trend that extends the connectivity to third-party systems, such as the point-of-sale system, marketing analytics and business intelligence software, and back-office business systems.

The connectivity to market analytics and business intelligence software is an especially compelling trend that will help QSRs understand the performance of their ads and content, deliver more useful information for consumers, and create an overall better dynamic. All of these innovations are helping QSRs operate in a way that is more efficient and user-friendly to the point where they can manage their own networks and content.

David S. Christiano is the CEO of USSI Global and Chris Northrup is the company’s vice president of business development, digital signage solutions.

Elo has announced that its self-order kiosk project with leading Mexican-inspired quick-service restaurant (QSR) Taco Bell won the Interactive Customer Experience (ICX) Association’s Elevate Award for Best Restaurant ICX. The award category recognizes restaurant-specific achievement in using interactive technologies to create a transcendent brand experience. Taco Bell has accomplished this through the use of a custom application managed in-house and deployed on Elo’s 22-inch large-format displays powered by EloView. 

Using EloView, Taco Bell is able to manage kiosks at thousands of locations across the country from one central location to enable a consistent customer experience. Taco Bell was recognized on June 4 in an awards ceremony at the annual ICX Summit.  

Taco Bell recently sought to give its customers a more modernized ordering experience in their restaurants. They built a custom application to showcase their menu through an in-restaurant digital experience. Taco Bell partnered with Elo to create an industry-leading self-ordering kiosk experience.

“Taco Bell strives to stay relevant with customers’ ever-changing preferences and we are honored that the ICX Association recognizes our efforts,” said Rafik Hanna, senior director, IT, Taco Bell. “By partnering with Elo, we have succeeded in delivering a frictionless experience to our customers while streamlining our operations. We have unlocked the ability for our fans to make their menu items more cheesy, beefy, crunchy and more, all with the tap of a finger.”

The Taco Bell kiosk program deployment began in Q4 of 2018, with self-service kiosks now in more than 4,000 locations in the U.S.  With continued momentum, Taco Bell is on track to complete its national rollout in 2019, bringing the self-service kiosks to nearly 7,000 locations across the U.S. 

McDonald’s flagship restaurants are the newest generation of burger restaurants. Featuring menu ordering, delivery to the table, a newly-integrated McDonald's App, WeChat applet member points, mobile payment ,and electronic menus, these quick-service restaurants boast a stand-alone order-counter on the first floor, an interactive electronic game that uses vertical projection and somatosensory technology to allow kicking of a ‘virtual’ ball on the second floor, and a spiral staircase that connects the two floors.

To provide the appropriate auditory ambiance, each restaurant features a commercial sound system courtesy of Bosch.

Each of the flagships’ music and public address systems has a Bosch Plena Mixer Amplifier at its heart. This feeds to a LC6-100S-L ceiling mount Compact Sound Speaker System: a complete loudspeaker package, designed for background and foreground music in restaurants, bars, patios, and retail. It consists of a high-performance, ceiling-mount, 8-inch subwoofer module with a crossover network to support the four ceiling mount, 2-inch, satellite speakers. Easy connections at the subwoofer support either 4 ohm or 70/100 volt signals. These restaurants also will have a Plena Mixer Amplifier at the heart of their sound systems, which will feed to LC4 loudspeakers.

For each of the floorplans used by McDonald’s flagship restaurants, Bosch has designed a special configuration of the commercial speakers to deliver sound. This was developed using EASE Address, an acoustic-modelling software. “With the acoustic analysis, we are customizing the sound system for each individual restaurant, to provide nothing but the best sound in each location,” commented one of the Bosch designers.

So how did McDonald’s know that Bosch was the right choice? First, Bosch presented its extensive portfolio of sound systems throughout chain restaurants worldwide. Next, McDonald’s decision-makers were invited to Bosch’s Experience Center where they tested a variety of speakers, configurations, and accessories. The combination of Bosch's sound portfolio and the visit to the Experience Center was enough to convince the team at McDonald's that Bosch could deliver more than competing systems.

“McDonald's has invested a lot in background music, because we know that it gives customers good feelings, and good feelings bring more and better business," said Ma Lijie, Director of the Development Department for McDonald's China. "McDonald’s needs a good music system, and Bosch's wide product range meets our needs very well.”

Bosch will supply sound systems to all McDonald's flagship restaurants and some of the chain's smaller restaurants over the next several years—a period when McDonald’s plans to add many new locations in China.

The term “media player” tends to inspire confusion in digital signage projects. The industry saying, “one size does not fit all,” only adds to the confusion by putting more options on the table. What should be prioritized as you sort through media player options? What should you know before you select a media player for your next job? The answers lie in the engineering services of your media services supplier. Here are the top 5 things to watch for:

1. A top-tier media services supplier starts with engineering design to the most demanding specs of new modular compute technology. The goal is to allow for easy maintenance, upgrade options, and the potential for custom I/O designed for demanding digital signage applications such as QSR, retail, and wayfinding.

2. A top-tier supplier gets products installation-ready before shipping them out.

3. Software should come loaded on media players, ready for the customer’s field installation and testing of the players to the highest levels of performance.

4. The media players are tested in a thermal chamber before shipping to make sure they perform in heat-intensive environments—so they’re sure to perform reliably, 24/7 in any field conditions.

5. The supplier itself should offer engineering services and support for multiple levels of integrator and end user.

Engineering Design to the Most Demanding Specs of Modular Computer Technology—and Fortune 500 Standards

• From an engineering perspective there is probably no more important Fortune 500 company than Intel. Seneca—the visual media/digital signage media player solutions arm of Arrow Electronics, Inc.—was recently selected was recently selected by Intel to design an enclosure for the new Intel Compute Card technology. Seneca was selected specifically to design a purpose-built solution for use in visual retail, including digital signage and kiosk. The Seneca XK-Dock was engineered as an ultra-small form factor enclosure for the Intel Compute Card, bringing tremendous value to designers, OEMs, channel partners, and AV end users. This design provides a new-generation media player based on a hardened form factor with industrial features, fanless design for rough environments, a simple installation protocol, the capacity to upgrade a system without removing the player enclosure, the ability to lock down a compute card for IT security, and a modular card and dock to allow multiple platforms on the same hardware. Bottom line: the modular compute technology allows for easy maintenance and upgrade path, and the design resists dirt, dust, grease, and grime (because there is no fan). This solution provides custom I/O designed for digital signage applications like QSR, retail, and wayfinding.

Engineering Services: Getting Products Installation-Ready Before Shipping Them Out

Media players are media players, and content and deployment issues are separate—or so some may think. They should think again. The best media player supplier does indeed get products installation-ready before shipping them out. How? The best media player supplier actually can load the software for media players before shipping, in preparation for the customer’s field installation, to test the real-world functionality of the players to their highest levels of performance and simulate real-world installation conditions.

“A major QSR chain came to us,” explains Jami McGraw, Global Product Manager, at Arrow Electronics and its Seneca media player line, “to replace media players from another provider that were failing in the field. As we would do for any customer, we actually ran the digital content in a test, in field conditions, and used custom firmware to control wattage to components, avoiding any problem that would arise in the field. So when installed, the Seneca media players performed flawlessly, over time.”

Trial by Heat—Testing at a Higher Level, in Preparation for the Toughest Conditions in the Field

“We have the most rigorous test labs in the industry,” says Seneca’s McGraw. “Whether for QSR environments, or kiosks, you need to know that the media players will perform at 100%. And it’s not just for heat-generating QSRs, restaurants, or outdoor environments. Yes, it’s crucial for those, but a lot of indoor environments are challenging, because heating in winter and AC in summer can play havoc with enclosed kiosks, for example. And in today’s smart city environments, there is more and more display activity everywhere. If you don’t test—as we do in thermal chambers—and spec for the toughest environment, you won’t get ROI in any environment.”

Beyond “Custom”: Engineering Confidence for Every AV Integrator, Not Just Fortune 500 Companies

So Arrow/Seneca’s advanced engineering services are not just about shipping out media players and AV integrators hoping for the best in the field. But is that kind of rigorous design and engineering affordable for all AV integrators?

“At Arrow/Seneca,” says McGraw, “there is no price added for this kind of custom testing and rigorous engineering. Because of our design and engineering processes, we have less than 1% failure rate on media players. How does that affect you? Because with those kinds of engineering/manufacturing efficiencies, we save on the front end, the manufacturing end, and that translates to savings to the AV integrator and end user. Our highest selling media player actually has just a .8% failure rate. The stats that are important to you? As a provider of media player solutions for the world’s top manufacturers, we bring the same level of rigorous testing and market preparation to each order that we offer Fortune 500 companies—and it is, in fact, the low-failure-rate savings, to us, that results from all our testing, that makes that kind of engineering service affordable to all AV integrators.”

Additional Resources

Seneca XK-Dock for Digital Signage and Kiosk

Seneca was selected by Intel to design an enclosure for the new Intel Compute Card technology, for use in Visual Retail including digital signage and kiosk.

Case Study: Big Sports and Big Streaming at Montreal’s Bell Centre Arena

Programmed content for a Major League Hockey team, including hockey player profiles and advertising, via a Seneca HD2.5 media player housing a quad-output graphics card on a multicast Avaya network.

Seneca XK-1.3 for Full-Motion Video Complex Database Feeds and HDCP Protected Content Playback

Seneca has redesigned and re-launched the Seneca XK-1.3–the purpose built media appliance that uses desktop class processors rather than mobile technology usually found in other small form factor computers– for dynamic full-motion video, complex database feeds and HDCP protected content playback.