Step into the light

What are the steps sign-makers need to take in order to set themselves up to sell digital signage as a product/service to their customers?

Taking the first step into digital signage can be a bit of a mine field. Firstly sign-makers need to become familiar with the signage plat-forms that are available and the differences in how they operate, either in locally controlled networks or wider area networks.


They also need to be aware of the features that each program could bring to the table. They will have to decide whether they want to create the content for the screens, just deliver it, or perhaps they want to do both.

The decision as to what type of display is best suited for the installation is a key one. Outdoor or indoor screens have different characteristics and specs. The environment where video display is located and its distance from the viewer will dictate how much contrast and definition will be needed to deliver the best possible image.



LED is an excellent technology to use in both outdoor and indoor installations. Its versatility, low power consumption, and brightness makes it ideal for challenging conditions. When it comes to very large projects, such as converting a building into a video screen, LED would be the best option.

The bottom line is to learn the different display/signage products, their benefits and drawbacks, and how best to service them. 
 
What are the key barriers they need to overcome to get into the sector?

One major barrier is that there are many AV companies already established in this sector. Sign-makers will have to differentiate themselves by what products and services they are offering.

These systems could also potentially be extremely high value, so the systems have to be designed and executed correctly. Mistakes could be costly. This brings me back to my first comment; knowledge and understanding of the technology they would be selling to their clients is paramount.

What are the opportunities in the digital signage sector for small- to medium-sized operations?

Sign-makers can find great opportunities in the digital signage sector. Digital signage is a natural progression from traditional print signage. It provides more flexibility and many opportunities to use modern technology to engage with their customers.

Sign-makers will already have existing relationships with companies and organisations that can potentially be-come digital customers. By offering both ends of the spectrum, they can be a one-stop-shop for all the signage requirements of their customers.


Digital signage can complement traditional signage in large shopping malls and in other businesses such as car dealerships, museums, and leisure centres or sports facilities, it can also be used for applications like way-finding, information points, and entertainment. 
 
In terms of your product range, what are some of your clever and unique products?

Daktronics has a unique product called ProPixel pucks. You can use these to fill channel letters. For example, if you had a brand’s name on the front of a building you could fill the letter with our pixel pucks meaning that you could change/schedule the colour to change. You could also have different patterns or even have dynamic video content moving across the whole word. These pucks can also be installed across a façade of a building.

We also have a product of a similar concept called ProPixel sticks, these wouldn’t be used in letters, but could be used as a blank canvas to display the brand name or full motion video.

The sticks have a degree of transparency, meaning they can be positioned at a distance away from each other. The result is that when the viewer is far enough away you can’t see the gap in between the sticks and it appears as a smooth image. The other benefit is that you can mount them in front or behind windows as the gap between the sticks still allows the light through into the building.

Daktronics Digital Street Furniture is also a very versatile product with exceptionally tight line spacing, which is well suited for heavy foot traffic and slow-moving motorised traffic environments such as shopping centres, out-of-home advertising and other public spaces. The displays feature 6mm line spacing and measure 5 x 3' (1.5 x 0.9m) a similar size to a six-sheet poster. They can be positioned at eye-level to deliver maximum visibility of scheduled advertising, event announcements and other timely information to passers-by.

If you would like to get into the digital signage sector, but you don’t want to use video yet, Daktronics has its GalaxyLED message display product range. Daktronics electronic message centres (EMCs) provide the most flexible solution available for a dynamic advertising medium or a source of community information.



The Galaxy displays feature effective text messages and high-powered graphic images in either monochrome or full colour. Both use energy-efficient, low-maintenance LED technology with a half-life of approximately 100,000 hours. Galaxy displays feature a variety of pixel pitches depending on the amount of detail desired and various viewing angles to meet different viewing needs.

What do you predict for the general evolution and progression of the digital signage arena?

I think that with the development of new signage/display technologies like the ones I have previously mentioned, companies will be able to get their message across in more inventive and diverse ways.

Interactivity with the signage is becoming more and more reliable, thus becoming very important for businesses wanting to collect demographic information, entertain, or dynamically change content. These can be triggered by events such as time of day, weather, temperature, or even social events. The sky really is the limit.

Key Company Stats

• Date founded: 1968
• Displays worldwide: 75,000
• Production space: 720,560sq ft
• Number of offices: 14
• Net sales 2013-14: $552m
• Founders: Dr Aelred Kurtenbach and Dr Duane Sander

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