As the airport moved into a baggage claim project, it designed two more jumbotron systems. One of the systems is a community jumbotron, with Planar screens in the center anchored on each side by airline arrival and departure information.
The second jumbotron is used primarily for advertising. “Both jumbotrons have similar technology and are very flexible in terms of displaying various types of content,” adds Peek.
Planar’s Dixon says he is definitely seeing a trend to ‘go large’. “We have been very successful with the Clarity Matrix product,” he comments.
“Another trend we are seeing with video walls is the integration of the display solution with the architectural aspect of the facility.”
Huntsville is a good example of this, he says. With its open space, the video technology is integrated into a wall mural and the architecture of the terminal interior, as seen in the photo on this page.
Content Flexibility; Maintenance
As more data becomes available, the capability to take that data and interact with it is key, says Dixon. The capability to display a wide range of different types of content exemplifies the contextual advantage of digital signage technology.
“Signage can be dynamic in that it responds to the immediate network needs of the airport, such as if the airport wants to change any particular stream of content at any particular time,” explains Dixon.
“Another dynamic aspect is the content itself — the capability to display everything from gate information, updated in real-time, to full-motion video streamed live from the Internet or from local cable television.
“With the access to the different information available through the network, and the ability to instantly change or adjust content … airports have the capability to display content in an intelligent and dynamic way that captures the attention of travelers and engages them.”
Lambert agrees, stating, “The need to provide consistent branding, and to keep customers happy with services such as free Wi-Fi, and informing users of the various retail options provided by tenants — that is very key.
“Airports are seeing that the software and content being driven to these display installations is becoming very easy to implement and manage.”
There is ability for return on investment, says Lambert. With the larger boards, a certain percentage of the display is used to inform while a certain percentage is used to advertise; this can provide an economic boost to the airport by giving a concession to advertisers and retail tenants.
“Local area visitor bureaus are beginning to invest in the airport space with advertising; airports are also seeing local industries, such as area art councils, advertising or sponsoring some of the larger displays.
“Airports are recognizing that the price of the technology is coming down, and they have found more avenues for generating revenue tied to display technology.”
Of the three major jumbotrons at Huntsville, only one is targeted for paid advertising, says Peek. “We have also incorporated advertising into our digital boards,” she comments. “These are digital displays that can house multiple ads as opposed to having several static advertising boards.”
Even for the entity selling the ad, says Peek, the customer can change the display of its ad quickly and easiliy; the airport’s advertising partner is Clear Channel Airports.
Generally, airports are looking at five years of usage for most of the components of a digital video display, says Dixon. Peek says five to seven years is a fair assessment.
Lambert says with an LED product, airports are looking at a seven to twelve-year plan. “One thing we have implemented is the opportunity to utilize a standard-sized module so that in seven or eight years, for customers that would like to move to the newest technology — we are able to leave the cabinet infrastructure in place and just swap out the electronics,” he relates.
A key point with regard to maintenance of the Daktronics product is the capability to engineer a product that is either front or rear-servicing. “Some of our installs actually have plenty of room behind the product so that the airport can put up a catwalk behind the system,” says Lambert.