Datacasting is emerging as an attractive alternative to DSL, satellite and cellular connectivity for digital signage/DOOH network operators because it combines the cost-effectiveness of multicasting with the addressable media transport associated with DSL/Internet. Datacasting offers the rapid, low-cost deployment that makes cellular attractive, but can provide much higher connectivity capacity and speeds.
One of the major players in this area of the digital signage industry is National Datacast, a commercial, wireless data broadcasting subsidiary of the Public Broadcasting Service (PBS). NDI has acted as a content delivery provider since 1988, but is turning its capabilities in connectivity service and media management to the digital signage and digital out-of-home sectors. National Datacast provides regional or national connectivity through partnerships with PBS member stations and their satellite networks.
While digital signage software from firms such as BroadSign, EnQii, Harris, Scala, STRATACACHE and others can provide flexibility and ease of use in designating display groups and specifying content spots for playout on even individual displays, I believe past connectivity options have not offered a cost-effective combination of network-wide media fueled with fast, player-targeted download.
Today’s connectivity model
Connectivity is a fundamental element of digital signage, in-store TV and DOOH dynamic displays since centrally-controlled networks are “media-fueled” to present information or ads according to pre-defined, often day-parted playlists.
The typical architecture is to forward media spots and a playlist file from a network operations center to media players at display locations, and then to add live inputs from databases or external feeds such as weather, news, sports scores or financial information.
Internet connectivity, such as DSL, and cellular treats each media transfer as a separate connectivity transaction, and as such requires large connection capacities to process network traffic.
Multicasting, the transmission of the same files to multiple locations at the same time, can offer media transfer value, but can add an overhead to media management at each location.
The datacasting model
NDI’s datacasting network (short for “data broadcasting”) uses digital file transfer techniques that are similar to delivery of content via other means – that means a digital signage player can readily utilize content files delivered by datacasting. Datacasting applications are numerous and include transfer of video and audio files, corporate digital file transfer, updating of software, gaming and information, training and education, alert notification, safety and security and information services.
“National Datacast services are a natural application for digital signage and digital out-of-home” said Jacqueline Weiss, CEO of National Datacast Inc. She adds “the same robust, reliable, economical infrastructure that has served other media presentation applications can help DS/DOOH network operators, advertisers, communicators and location providers achieve their objectives.”
Datacasting empowers the capabilities of available software tools and offers operational cost-effectiveness that can allow digital signage/DOOH network operators to expand networks and better apply their day-parting capabilities.
This reliable, national infrastructure of commercial-grade digital connectivity has been used by a long list of clients such as Movie Gallery, Update Logic, TV Guide, Microsoft, Disney, VISA, IBM and others.
The receiving equipment is also very simple in nature. A standard antenna is connected using coaxial cable to a specialized digital television receiver which is then connected by USB to a media server or on some other type of content processing computer/ display. The antenna and receiver typically costs under $200 retail.
Other datacasting service features important to digital signage/DOOH network operators include:
• Nationwide coverage that allows network operations in multiple regions to be provided by a single connectivity operator.
• Transmission reliability is not affected by user volume, cable breaks or environmental conditions such as rain, snow, smog and dust.
• Multicasting allows satellite transmission to deliver value to a large network deployment.
• Multiple file formats can be transported, reducing the need for transcoding or file re-formatting, which increases overheads and can degrade playout quality.
• Security at the highest level associated with an enterprise application.
• The NDI Network Operations Center (NOC) can manage media distribution in any predefined display architecture.
Lyle Bunn is principal and Strategy Architect for BUNN Co. and is a highly regarded as an advisor and educator in North America’s digital signage industry.
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