Enable Dynamic Visual Experiences and Drive Business Sustainability With Digital Signage and IPTV

A digital transformation technology report

Enable Dynamic Visual Experiences and Drive Business Sustainability With Digital Signage and IPTV

A digital transformation technology report

EXECUTIVE BRIEF

Analyst Perspective

Engage fans inside and outside the venue with dynamic visual experiences

The sports entertainment industry must focus on creating modern and immersive experiences at the venue as going to a live event is a thrilling and ever-evolving experience. The fan experience is much longer than it has ever been – it doesn't begin when they enter the venue but the minute they buy their ticket, whether that is on presale or days afterward.

IPTV (internet protocol television)–driven digital signage can reinforce branding and engage with passersby and arriving fans to create excitement in the community before fans even scan their tickets. Within the venue, displays providing information about seating, services, amenities, and other facilities make fans feel right at home with the rest of their sports family. Displays can also be used throughout the venue to broadcast the game in real time so fans don't miss a minute of the game, whether they are getting food and beverage or on their way to the restroom.

Not only do digital signage and IPTV create immersive and exciting fan experiences, but they are also essential to maintaining a healthy and sustainable business, as the sports entertainment industry is no stranger to the digital economy. Within this digital-first world, the industry must create more successful stadiums to boost margins and remain competitive. The evolution of connected venues is creating the modern experience that sets sport teams apart. Fans are given more enjoyable, excitable, and memorable experiences through technology such as digital signage and IPTV while venue owners are gaining greater operational efficiencies, optimized commercial opportunities, and insight into fan behaviors (Samsung for Business, 2022).

Elizabeth Silva
Research Analyst, Sports Entertainment Industry
Info-Tech Research Group

Executive Summary

Your Challenge

• Management lacks a framework to rethink how your organization should digitally transform the venue, which causes annual planning and innovation to become an ideation session that lacks strategic focus.
• The team is struggling to find the time to research the digital signage and IPTV market in depth and does not see the value in digital signage and IPTV, putting the business at risk for missing out on a new digital opportunity.
• It is challenging to determine what vendor in the market offers the right features, functionalities, and opportunities for the venue.

Common Obstacles

• The team doesn't know where or how to begin or how to engage the right people, model the business, and drive value for digital signage and IPTV.
• Digital transformation has accelerated across every industry, organization, and department, and CIOs must maneuver this change to keep pace in a digital-first world.
• The business and IT often focus on a project, ignoring the holistic value that it will provide today and in the future.
• Digital signage and IPTV have many unique requirements and maintenance needs that must be considered.

Info-Tech's Approach

• Determine how the business can create value through the sports entertainment business capability map and how digital signage and IPTV can enhance, improve, or create value.
• Use a fan persona and journey mapping exercise to determine opportunities for digital signage and IPTV.
• Through vendor research and interviews, Info-Tech has identified the various features, functionalities, and digital opportunities that each vendor offers, and implementation can be fast tracked with Info-Tech's Rapid Application Selection Framework.

Info-Tech Insight

Digital signage and IPTV create unlimited digital opportunities for personalized and unique fan experiences, as they allow venues to remain competitive, increase margins, and gain insight into fan behaviors to deliver in a digital and experiential economy.

Digital signage and IPTV deliver significant value

What are digital signage and IPTV?

• Digital signage is any kind of electronic display for the purpose of displaying content such as digital images, video, streaming media, and information.
• IPTV (internet protocol television) is a process of distributing rebroadcast television and/or synchronized audio-video (AV) content over an intranet or internet.
  (Media Star Systems, 2021)

Digital signage and IPTV enable fan experience and engagement

• Digital signage and IPTV bring an element unlike any other that engages fans as soon as they arrive at the venue. They catch fans' attention and encourage them to stay near the venue as anticipation for the main event grows. Displays can show other sporting events, information, hype videos, wayfinding, and much more.

COMMUNICATE WITH FANS THROUGHOUT THE VENUE

The main return on investment of digital signage and IPTV is fan retention and engagement. They encourage fans to spend more time at the venue and be more engaged with live action and related content, all while serving as a steward to fans.

THIRD-PARTY ADVERTISEMENT

For venue operators, selling advertisement space on their displays to external companies or organizations is an attractive option that generates more revenue.

REACH VIP FANS

Provide exclusive and premium signage-enhanced fan experiences in member lounges and luxury suites with large displays to allow fans to enjoy the game while they are away from their seat or dining.

The global digital signage market is projected to grow from US$16.3 billion in 2021 to $27.8 billion by 2026; it is expected to grow at a compound annual growth rate of 11.2% from 2021 to 2026.
– MarketsandMarkets, 2021

"In a report from Capgemini, emerging technologies were found to enhance fan enjoyment, with 70 percent of fans stating that technology contributes to a better game day experience."
– Samsung Business, 2022

In today's digital-driven world, disruptive innovation is inevitable

Digital signage and IPTV drivers

• Digital marketing techniques are rapidly evolving and taking over traditional marketing methods. Digital signage reaches 70% of the public every year.
  
• This technological drive is shifting the way brands communicate as they ultimately try to provide better in-venue experiences. The top three reasons organizations invest in digital signage are as follows:
  • Fan experience
  • Fan engagement
  • Branding and advertising

Other technology disruptions driving fan experience, engagement, and branding and advertising

• Organizations need to use the power of the cloud and mobile connectivity to deliver media-rich experiences to fans by integrating these technologies into the in-venue experience. Fans are generating and consuming media-rich experiences through apps, wearables, and smartphones in the venue for wayfinding, services, and on-demand support. Mobile, AI, Internet of Things (IoT), and digital signage all have a part to play in delivering rich fan experiences.
  
• A convergence of interactive technologies is driving change. Mobile devices, touchscreens, signage, TV, and audience recognition and measurement are impacting traditional approaches to signage and solutions within the market.
• Organizations must look up from their immediate concerns and think outside the traditional signage space to take advantage of disruptions.
  Source: Computaleta, n.d.

"30% of customers say digital signage influenced their purchasing decision."
– Omnivex

"66% of consumers report that digital signage catches their attention."
– Omnivex

Transform the venue to compete in a digital-first world

Venue digital transformation journey

Effectively use digital signage with the AIDA model

The AIDA theory, by Elias St. Elmo Lewis, is an advertising theory that highlights the different stages within the sales funnel.

The AIDA model can be visualized as part of the fan journey, from before a fan even considers a purchase to when they make the all-important purchase.

Source: Trou Digital, 2021.	Part 1 Attention Create awareness of the product/service.
	Part 2 Interest Potential fan becomes interested in finding out more about the product/service.
	Part 3 Desire They begin to favor the product/service and want it.
	Part 4 Action They form an intent to purchase – whether that's ordering something, booking a demo, or getting a free trial.

Create awareness of the product or service

Part 1: Attention – the first part of the fan journey

This is where fans become aware of the product/service. The organization needs to think about what their target audience will be and what they want. Marketer and technology expert Allan Dib states that focusing on the problem the organization wants the product/service to solve rather than what it does will make the marketing message much clearer and will make it more desirable to the audience.

Digital signage is a great way to grab attention, but having an effective strategy is still important. Having a mixture of high-quality content and knowing the target audience is the best way to approach this.

To grab attention effectively:

• Know the target market:
  • Personas, demographics, psychographics, geography
• Outline the messages to the target market:
  • What pain points/challenges is the product/service trying to solve for them
• Cover what media is going to be used

Source: Trou Digital, 2021.

Scenario Example:

Instead of saying "buy a suite to never miss a minute of the game," say something like "save time waiting in lines and spend more time watching the game," presuming the fans' pain point is they are spending too much time in lines and missing out on the game itself.

Examples of media:

• Videos
• Animations
• Facts
• Limited time and countdown offers
• Live feeds
• Social media
• QR codes
• Reactive content
• Strong branding
• Company messaging
• Questions
• Reviews

Potential fan becomes interested in the product or service

Part 2: Interest

• Interest is when the fan starts looking at the product/service to learn about it and see if it is a good fit for them. An example in this stage is using digital signage to promote what they are interested in.
• It's important that the content is easy to read and well-structured to maximize the chances of it being seen and read.

Scenario Example:

Having a display that says, "we sell high-protein vegan food" at a concession stand that is targeting vegan fans will result in fans concluding, "yes, this is for me."

Source: Trou Digital, 2021.

"More than 50% of fans said they would attend more games as a result of a tech experience."
– Samsung for Business, 2022

Fans begin to favor the product or service and want it

Part 3: Desire

• Desire is where the consumer develops a favorable disposition toward the product/service, and they want it.
• Having a unique selling point (USP) will assist in making the products/services more desirable and standing out from competition. Try to include USPs and make them known. Highlight the organization's differentiator in the market, think about what is important to the fans, and let it shine through the content.
• USPs that are trending right now are:
  • Sharing new insights or industry facts about the products/services on displays
  • Being sustainable/carbon neutral
  • Providing support and service to ensure fans are looked after

Source: Trou Digital, 2021.

Info-Tech Insight

Once the fan turns into a buyer, delivering a world-class post-sales experience is important to retain fan business and loyalty. This can be done through frequent communication and adding value each time content is displayed, such as providing advice, free resources, or another offer. This will keep the fans engaged in the content. Increasing the fan lifetime value, such as by implementing a loyalty program, upselling, etc., is also a great way to retain fans.

Fans form the intention to purchase the product or service

Part 4: Action

Action is the final stage where the fan will be making the decision on whether they purchase the product/service or not. To encourage action, the organization will need a call to action (CTA).

The main goal of a CTA is to provide the fan with the next step.

Examples of CTAs on digital signage are:

• QR codes indicating "scan here"
• A "call us" message with a phone number
• Content featuring a "buy now" button
• A message telling the audience what to do next, such as visiting a website
• Buttons that tell the user to press them to take an action such as seeing a map for wayfinding, seeing more info, booking a meeting, etc.

On displays, the organization will want to include a CTA, whether the goal is to sell, direct, or generate calls and sign-ups, as a CTA is crucial to generating an action.

Scenario Example:

Buttons are often used in emails or landing pages, saying, "book now," "contact us," "get your free trial now," etc.

In the offline world, CTAs look like displays saying, "pay here," "post here," "sanitize here," etc.

"One study found that adding a CTA button to their article templates increased conversions by 83%, and it boosted ecommerce conversions by 22%. Copyblogger found something similar; when their CTAs looked like buttons instead of plain text, they saw a conversion rate increase of 45%."
– AdEspresso, by Hootsuite, via Trou Digital, 2021

Engaging fans outside and inside the venue will create the ultimate 360-degree fan experience

Outside the Venue

1. Entertainment areas: Use displays in prime entertainment areas outside the venue as a destination to get fans hyped up for the event.
2. Billboards: Draw fans into the venue and engage them as they drive to the venue with billboard displays. Strategically place these billboards along major roadways near the venue for maximum effectiveness.
3. Street displays: These are displays that can be placed along streets for advertising and timely information at eye level, where they are most likely to influence fans traveling through public spaces.
4. Parking displays: Parking displays can integrate seamlessly with existing networks and architecture while providing vibrant text and images for traffic control.
5. Ticket window displays: Displays for ticket windows and queue areas help manage crowds and advertise upcoming events at the venue. Use them for wayfinding, helping fans find ticket lines, etc.
6. Marquee displays: Develop a connection with fans as they pull up to the venue with a huge display at the entrance of the venue providing team-branded content, game-day information, entertainment, and upcoming events.

Inside the Venue

7. Lobby/entrance displays: Large welcome displays create great opportunities to immerse fans in team pride as soon as they walk in the door.
8. Concession and merchandise displays: Concession stands can use displays to create menu and merchandise boards and provide real-time advertising, all while updating fans with the main event as they're away from their seats.
9. Club/suite displays: Displays within clubs and suites provide a premium and exciting environment for fans to watch the game in high resolution. Fans can celebrate with the crowd in the stands when game prompts are synced to show throughout the arena while also keeping with other games happening.
10. Ribbon displays: Ribbon displays are meant to be placed around the venue in whichever shape
    and size the specific venue may be.
11. Main video displays: Venues are installing bigger and bigger main video displays as they become the center of attention for game replays. These displays have endless opportunity, from sharing live video and stats to opportunities for sponsors and advertising.
12. Press conference displays: Digital signage is starting to replace static canvas backdrops at conferences as it presents better on TV cameras and sponsors' content changes seamlessly.

Inside the Venue

13. Auxiliary video displays: These displays complement the main video displays by providing a complete system integration for an overall, venue-wide experience. They allow for additional sponsorship ads and moments of exclusivity.
14. Fence displays: Fence displays are meant to bring an extra dimension of excitement to the game-day experience by providing crowd prompts, stats, advertisements, and video clips to any fence.
15. Vomitory displays: These displays are typically placed above the team entrance onto the field where they can display advertisements, animations, stats, etc., igniting the experience.
16. Field-level displays: These are fence displays that are at the field level for advertisements, crowd prompts, etc.
17. Stanchion displays: Maximize advertising space by using displays right next to the action of the game. These can be placed in strategic areas of the venue, giving prime exposure to sponsors and creating increased attention to ads.
18. Score table/dasher displays: Dasher displays are a promotional entertainment tool that provide excitement for fans directly in the dasher board of the game.
19. Centerhung display: This display is placed within the center of the venue, providing fans with creative display for a versatile experience.

Unique requirements of digital signage and IPTV to drive success and profits

LOW LATENCY

Latency in this case refers to the time delay between seeing and hearing something live in action vs on TV. Since live games are typically loud, it would be awkward to have a high latency or delay for those viewing on a display in suite compared to those watching the game in the stands. Therefore, low latency is a critical requirement. Less then 500 milliseconds of end-to-end latency across all devices is preferred. The main challenge for sports venues is achieving low latency and a high quality image at the same time.

CONTENT MANAGEMENT SYSTEM (CMS)

A CMS is the most critical management tool required for effective administration. It provides the ability to easily manage, modify, and display all graphical, streaming, and data-centric content to any player or group of players. A CMS also provides the ability to monitor, troubleshoot, and fix player network connectivity and playback functionality and reports.

INTEGRATIONS

One of the key points of digital signage and IPTV is the reliability and capability to integrate with the users' own systems, whether it is an off-the-shelf system or a custom application created by the business. Each sport is different and has different use cases for third party integrations.

SYNCHRONIZED PLAYBACK

If there are multiple displays visible from one location, each player must decode and playback all streaming and content in sync, with zero latency in image presentation between players. With so many displays visible in one location, any unintentional change or drift in display content can be visually disconcerting, causing fan disengagement. Intentional synchronous change of screen content across many displays can create a dynamic visual opportunity that draws immediate attention to the screen.

ROBUST EDGE DISPLAYS/PLAYERS

With the unique variety of environmental conditions that venues reside in, it is critical that displays and players are robust. Conditions include:

• Full or partial outdoor exposure to the elements of weather (cold, hot, sun, moisture, dust, etc.)
• Fan-less chassis and flash-based storage
• Mounting locations higher than 10 feet, requiring a vertical/boom lift or scaffolding to access
• Minimal physical attention once installed
• Displaying multiple layers of animated content while efficiently decoding one or more IPTV streams
• Needs ability to be powered on/off across the network

EFFECTIVE NON-EVENT DAY FUNCTIONALITY

As most venues are multipurpose and host a variety of events, it is important that the digital signage and IPTV can be used for other hospitality services outside of game days.

Unique requirements are:

• Easy management of hospitality and meeting space content for customer branding and presentations
• 24/7 scheduling and automation of content and displays
• Easy viewing and error-free integration with third-party AV control systems

Source: Sports Video Group, 2016.

Properly operating and maintaining digital signage can be difficult but is worth the effort

Ongoing maintenance is a key component of any digital signage and IPTV operating plan. As the organization relies more and more on digital signage and IPTV to market the products and services and to engage and entertain fans, signage is only going to be effective if it's attractive and functioning properly.

CLEANING DIGITAL SIGNAGE

Since the COVID-19 pandemic, fans are more conscious of the cleanliness of touchscreens and other digital signage devices. Displays should be cleaned regularly with screen-safe antimicrobial wipes. Digital cleaning services are also available in the marketplace and can be added as a monthly or weekly service. This is valuable for high-traffic areas. Displays should also be dusted periodically to ensure the fine particles don't interfere with the operation. Outdoor digital signage also requires routine inspection of the supporting and protective structure to ensure they remain waterproof.

SOFTWARE MAINTENANCE

Digital signage and IPTV software should be kept up to date and patched to prevent glitches that could affect the performance and uptime of the equipment. Security patches are also extremely important as digital signage and IPTV are connected to the network. There is a risk of security threats or hackers taking control of the digital signage content and using it as an entry point to the entire network of the venue. Organizations should do periodic software reviews to determine if the software continues to meet the IT and business requirements.

HARDWARE MAINTENANCE & REPAIR

Sports entertainment leaders should invest in high-quality commercial-grade digital signage and IPTV equipment that's designed to operate 24/7 in unique and harsh environments. However, even the best equipment can fail. Leaders should still have a plan for maintaining their equipment, performing repairs, and replacing equipment if needed. Marketing and IT teams often do not have the knowledge or staff capacity to address issues in a timely manner, negatively impacting the fan experience and the value of the digital signage and IPTV investment. Maintenance of digital signage and IPTV may be overlooked, and this is one of the biggest obstacles faced in this initiative.

NETWORK MONITORING

As most digital signage is in public areas, it's important to secure the network to restrict physical access. Ensure that all screens are adequately secured to the wall and all attachments are difficult to access and remove. Keep all public players in a locked, break-proof enclosure and if possible, keep them out of sight. Also, make sure all PC ports and connections are secured. Additionally, monitor the signage network for the up or down status of display endpoints to prevent blue/dead screens from appearing and to verify if content is being displayed on the signage endpoint to ensure visual experiences, advertisements, etc., are being displayed properly.

Source: Sage Net, 2021, Broadsign, 2017.

Be security conscious and triple-lock the digital signage and IPTV

Sports entertainment leaders should be security conscious when it comes to digital signage and IPTV to ensure that the content being streamed over their network is not going to be illegally accessed, copied, hacked, or tampered with in any way. Solutions should have basic security features such as digitally signed playlists, selection lists, and media lists that the system administrator can use to control the selective viewing of content on different screen outlets. More robust solutions will have additional locks and keys where they can prevent unauthorized access to media files, livestreams, and other content as its distributed.

HDCP PRO PROTECTED CONTENT

The HDMI output on a video "source" device provides a digital video and audio signal that allows it to provide a "perfect" TV picture to a TV display. The TV display then takes the "perfect" picture, scales it, and shows it on its own display. To prevent the HDMI digital TV picture being illegally reproduced, the digital signals on the HDMI output are frequently encrypted. The encryption system used for this is called HDCP (High-bandwidth Digital Content Protection) and it is administered by Digital Content Protection LLC (DCP LLC).

PRO:IDIOM-PROTECTED & AES-ENCRYPTED CONTENT

Pro:Idiom is a proprietary content encryption system that is predominantly used in the US hospitality industry. Typically, "low value" TV channels are provided unencrypted, but high value HD TV channels are encrypted with Pro:Idiom. AES (Advanced Encryption Standard) is an industry standard encryption process that is used as the underlying encryption "engine" of many branded encryption systems. In an IPTV/digital signage network, AES can be used to protect assets if they are not already being protected. AES protection can be used in addition to control user access to content according to the user or screen identity.

NETWORK SECURITY

When placing digital signage and IPTV on a network, it's important to be conscious of overloading the network. This can cause disconnects, frequent timeouts, and drops, making the network and by extension content playback unreliable.

Consider installing a separate logical network for the signage to remain PCI compliant and mitigate cyber risks.

Info-Tech Insight

Triple-lock the digital signage with all three security systems as they can all be integrated into a single IPTV/digital signage system so that they are easy for the installer and system administrator to implement and are transparent to users in normal use. Together, these security locks can create the most secure but easily configured digital signage and IPTV.

Source: Media Star Systems, 2021; Digital Signage Today, 2020.

Consider the operating model for digital signage and IPTV

Digital Signage and IPTV Operating Model Illustrative Example

DIGITAL SIGNAGE OPERATING TEAM It is important to consider the team that will be responsible for operating and maintaining the digital signage. A leader for this initiative may have been identified already, but they cannot work in a silo. Decide on a team of individuals that should be responsible for the daily and key tasks to ensure upkeep of the hardware and software. IT will play a role in this initiative but will need to collaborate with other departments, such as the operations management team, to properly support and maintain the signage. IT & IT SECURITY DEPARTMENT The IT and IT security departments own and manage the digital signage and IPTV system to provide security, ensure proper network connectivity, and enable the rest of the business to be successful as a user of the signage. IT and IT security are the back-of-house administration team that takes care of the items end users would not see, such as device protection, end-user and consumer protection, and auditing. OPERATIONS/FACILITIES DEPARTMENT The operations/facilities department may be partially responsible for the installation and maintenance of digital signage and IPTV because the department is equipped with the correct team to do so. The IT team may own a project, but that does not mean they are exclusively responsible for every initiative that must be done to meet the needs of the business or complete the project. Some vendors/third parties may also provide the installation and ongoing maintenance of digital signage and IPTV.

Note: Operating models vary per organization depending on size and business needs. This is only an example of the most high-level and generic operating model.

Digital signage and IPTV technical architecture illustrative example

Note: System inputs, outputs, and architecture vary per vendor. This is only an example of the most high-level and generic implementation.

Visual experiences don't stop at digital signage

Consider the art of the possible with other signage-related innovations

The opportunities revealed by digital signage overshadow the challenges

Measure the success of digital signage

Source: Zendeck, 2022.; CFI, n.d.; Disruptive Advertising, 2020; Personify, n.d.; "How to Calculate Recurring Revenue," Salesforce, n.d.; "How to Calculate Customer Churn Rate and Revenue Churn Rate," Salesforce, n.d.; Hubstaff, 2020.

Digital signage and IPTV benefits

IT BENEFITS

• Enhance the fan experience by creating 360-degree in-bowl experiences no matter where the fan may be in the venue.
• Increase revenue through third-party advertising and developing unique interactive marketing messages.
• Provide personalized experiences for suite and VIP fans through vibrant digital signage and services.
• Remain competitive by maintaining a healthy and sustainable business in the digital economy by continuing to advance in digital experiences.
• Gain insight into fan engagement behaviors through digital signage impressions.

BUSINESS BENEFITS

• IT will be seen as a valuable partner and will enable the success and transformation of the business while elevating the CIO's influence with the leadership team.
• The business will invest in technology that enables a holistic and seamless fan experience.
• Gain insightful data and analytics through digital signage reporting.
• IT and marketing departments can begin collaborative work with a digital signage initiative, broadening the IT department's expertise and role within the business.

Section 1

Value Chain to Value Creation Analysis for Digital Signage and IPTV Opportunities

Enable Dynamic Visual Experiences and Drive Business
Sustainability with Digital Signage and IPTV

Analyzing the value of sports entertainment capabilities

Sports Entertainment Business Capability Map

In business architecture, the primary view of an organization is known as a business capability map, which is made up of business capabilities and value chains.

A business capability defines what a business does to enable value creation, rather than how.

A value chain is a high-level analysis of how the industry creates value for the consumer as an overall end-to-end process.

A business capability map provides details that help the business architecture practitioner direct attention to a specific area of the business for further assessment.

The following value chains have been highlighted as capabilities and processes that are impacted by digital signage and IPTV.

Value chain analysis for digital signage & IPTV

Digital signage and IPTV impact many business capabilities and value chains within sports entertainment, but the most critical value chains that are impacted by this technology are the fan engagement and fan success value chains. Digital signage and IPTV impact and improve most of the capabilities within these value chains, highly impacting the highlighted processes below. These processes are challenging to successfully create but can have a high financial impact on the business.

From value chain to journey scenario for value creation

Journey Scenario: "As a main eventer, I need to have a good time at the event, despite the outcome of the game, while keeping up to date on other media so that I can have an engaging, unique, and dynamic experience."

Fan Demographics

Name: Kelly Fields
Fan Segment: Main Eventer
Age: 36
Occupation: Receptionist
Location: Los Angeles, California

Pains

What are their frustrations, fears, and anxieties?

• Fears she will not have a good time at the event if her team loses
• Does not want to miss any highlights of the game
• Worries about not being connected or having poor connectivity to all her usual media channels on her cell phone at the event

What do they need to do?

What do they want to get done? How will they know they are successful?

• Keep up to date with news, highlights, and the media
• Have a good time at the event, despite the outcome of the game
• Attend the largest events of the year
• Reduce time finding and waiting for services

Gains

What are their wants, needs, hopes, and dreams?

• Have an engaging, unique, and dynamic experience no matter where she is in the venue
• Have good connectivity on her cell phone while at the venue
• Showcase her experience on social media and other channels

Identify digital opportunities for digital signage and IPTV through fan journeys

Stakeholder: Kelly – Main Eventer
Journey Scenario: "As a main eventer, I need to have a good time at the event, despite the outcome of the game, while keeping up to date on other media so that I can have an engaging, unique, and dynamic experience."

Source: User Interviews, 2022.

Tracking key performance indicators will optimize the fan journey

Key performance indicators (KPIs) for digital signage should not only indicate the return on investment but the return on involvement as well.

The organization will need data and analytics that tells them if fans are:

• Engaged
• Having a good experience
• Informed or entertained
• Going to continue using digital signage because they find it valuable

KPIs that can help assess these areas are:

• Impressions
• Clickthrough rates on CTAs
• Walkthrough audits (observing how fans react to the signage)
• Surveys
• Dwell time per fan on digital signage
• Pre- and post-campaign product purchases, attach rates, and visitors

Source: Visix, n.d.

Section 2

Digital Signage and IPTV Vendor Landscape Assessment

Enable Dynamic Visual Experiences and Drive Business
Sustainability with Digital Signage and IPTV

Key Players

Info-Tech identified eight key players in the digital signage and IPTV technology space that have baseline functional viability for any sports entertainment business.

Yodeck

• The cloud-based digital signage platform
• that helps you design, schedule, and display
• content affordably and professionally

Ping HD

• Simple and powerful digital signage tools that help companies communicate to their audience.

VITEC

• A market-leading provider of IPTV, video streaming, and digital signage solutions that help organizations engage audiences through video

Tripleplay

• The world's leading single-platform AV/IT solution for IP digital media

22Miles

• A global leader in cross-functional digital signage solutions

Dise

• Connect the customer journey from online to in-person with digital touchpoints in-store. Designed specifically for retail.

Daktronics

• World leader in audiovisual systems and implementation with offices around the globe

Four Winds Interactive

• Easy, efficient, and cost-effective digital signage software for your business.

Note: For additional adjacent-market digital signage and IPTV solutions (additional membership entitlement may be required):

Download the GHRC Vendor Landscape: Digital Signage Software

Download the GHRC Vendor Landscape: In-Room Entertainment

Vendor functional criteria

Top-level features for digital signage and IPTV that Info-Tech looked for in vendors

Vendor Quadrant

This quadrant is an objective overview of the landscape. The results are based on the expert opinion of Info-Tech's analyst and secondary research specific to the sports entertainment industry.

Legend

Vendor Functionality
Does the vendor have a strong breadth and depth of capabilities in the digital signage and IPTV technology space?

Vendor Footprint
How big is the vendor? What's the viability of the vendor? Do they have a valid roadmap?

How do vendors measure against each other?

Yodeck

Vendor Description

• Yodeck began in 2015 with a small but extremely dedicated team of 3 software developers. In less than 5 years, Yodeck went from having one test customer to earning the trust of industry leaders. However, its core mission stayed the same: to offer professional, easy and affordable digital signage to all.
• Yodeck currently powers tens of thousands of screens across the world, with more than 5,000 clients and 300 reselling partners globally. Market leaders such as Autodesk, Adobe, Pizza Hut, Dominos, and Deloitte trust Yodeck for their Digital Signage strategy. Focusing on simplicity and ease of use, Yodeck is one of the fastest growing companies in the digital signage industry. It serves all kinds of businesses and organizations regardless of size, from the smallest customer to signage networks with thousands of screens.

Product Description

• Yodeck is a screen-management platform that allows organizations to power screens with any type of content or widgets and instantly amaze the target viewers. Unbeatably easy, professional and extremely secure.
• With Yodeck, organizations can create, design, and schedule content easily from the web, no matter how far away the user is from the screens. Add effortlessly (with drag and drop) media like videos, images, PDF files, Office docs, data dashboards, and social media widgets to get messages across customers, visitors, or employees.

Source: Yodeck, 2022.

Yodeck strengths and challenges

Strengths

• Cost-effective solution at a fraction of the price of competitors.
• Three tiers of pricing plans based on users' needs.
• Can upload any kind of content from any location, webpage, widget, or saved file.
• Cloud solution for easier implementation and operational support.
• Offers the ability to display reports and web-based dashboards on screen, where they already have integrations with some of the most common tools such as Tableau, Power BI, Trello, Google Analytics.

Challenges

• No integration with POS, even with an API.
• Only provides software for digital signage.
• Does not provide IPTV nor can it be integrated.
• Only cloud based and does not provide an on-premises or hybrid solution.
• Is only compatible with Raspberry Pi and web players; purely a software company.

Features analysis for Yodeck

Highlighted Features:

• Cost-effective solution at a fraction of the price of competitors.
• Three tiers of pricing plans based on users' needs.
• Can upload any kind of content from any location, webpage, widget, or saved file.

Feature Facts That Will Influence Your Decisions:

• One of the most user-friendly CMSs; it makes it easy to manage and schedule assets for digital screens.
• Uses Raspberry Pi, which is a trusted solution used by many across the globe and is available at an accessible price.

Ping

Vendor Description

• Ping HD is a full-service digital media company. Whether organizations are looking for digital menu boards, digital signage/advertising networks, or interactive touchscreen solutions and kiosks, Ping HD can provide them with a solution specific to their requirements.
• Working with leading hardware and software vendors, Ping HD provides a robust bulletproof solution backed up with outstanding customer service and after sales support.

Product Description

• Since 2007, Ping HD has been designing and building digital signage experiences that transform how people interact with businesses. They are passionate about technology and are committed to applying creativity and wide-angle thinking to solve problems. With over 35,000 global endpoints, Ping HD is trusted by some of the world's most recognizable brands.

Source: Ping HD, 2022.

Ping HD strengths and challenges

Strengths

• Cloud solution for easier implementation and operational support.
• Has an array of different solutions such as digital menu boards, reader boards, video walls, wayfinding, IPTV, interactive signage, and the software itself.
• Can provide both hardware (via a third party) and software.
• Plays within many verticals, from sports & entertainment to hospitality to education.
• Ping HD software has over 35,000 digital endpoints.
• A proven company with years of expertise and experience in the industry; acquired by Spectrio.

Challenges

• If current POS is not already integrated with Ping HD, the integration will be at an additional cost.
• Support is 24/7 365 days a year, but only online – not onsite.
• Uses a third party to provide hardware.
• Only cloud based; does not provide an on-premises or hybrid solution.
• Does not natively provide robust analytics and reporting but can be integrated with a third party to do so.

Features analysis for Ping HD

Vitec

Vendor Description

• VITEC is a market-leading provider of IPTV, video streaming, and digital signage solutions that help organizations harness the power of video to engage, empower and evolve. VITEC is a pioneer in the design and manufacture of hardware and software for video encoding, decoding, transcoding, archiving, and streaming over IP.
• VITEC's end-to-end video streaming solutions enable customers to capture TV and video content directly from any source and manage its delivery, as channels or within digital signage screens, to any connected device via an existing network. From corporate, broadcast, and venues to accommodation, government, and military, VITEC has global expertise in delivering complex, proAV solutions.

Product Description

• VITEC's award-winning IPTV platform is a powerful suite of services for content management, digital signage, video archiving, and video wall processing. Its encode/decode solutions are 100% hardware based, including PCIe cards with software development kits for custom design or OEM for high-performance video systems.

Source: VITEC, 2022.

VITEC strengths and challenges

Strengths

• Offers cloud, hybrid, or on-premises solutions.
• Provides an array of reports that can be generated to measure signage KPIs.
• System architecture designed to eliminate single points of failure and provide high reliability
• No limits to content creation, uploads, or integrations with the CMS.
• Network and display agnostic.
• Comprehensive open API for easy third-party integration for external triggers and events.

Challenges

• No schematic function for wayfinding.
• No support for legacy or third-party media players.
• If current POS is not already integrated with VITEC, the integration will be at an additional cost.

Features analysis for Ping HD

Highlighted Features:

• VITEC has a very large portfolio of business in the government sector, and it leverages its security capabilities and lessons learned in the sports and entertainment sector, as well as corporate enterprise and broadcast markets.
• Provides a suite of features that engage fans and enable sponsorship-driven revenue streams in sports & entertainment venues.

Feature Facts That Will Influence Your Decisions:

• One of the only IPTV companies that produces its own hardware/software and implementation; others depend on third-party suppliers.
• VITEC owns and supports its entire ecosystem, which is driven for the IPTV market.
• Has won a technical Emmy Award for its IPTV technology.
• Carbon neutral since 2021.
• Acquired several of their previous competitors, including Exterity, IPTec, T-21, Optibase.

Tripleplay

Vendor Description

Having been selected by more than 4,000 organizations around the world since its formation in 2001, Tripleplay has established itself as a market leader in the development and delivery of business-grade digital signage, IPTV, and video streaming solutions. Tripleplay incorporates the leading ONELAN and Reserva brands.

Product Description

Tripleplay's solutions are designed to ensure they are simple to install for integration partners, securely integrate with IT systems for network and IT managers, and are easy enough to update for marketing professionals; a true AV/IT technology.

• Its core solutions are:
  • Digital Signage with Integrated IPTV
  • Interactive IPTV and VOD Portal
  • IP Television (IPTV)
  • Live Capture & Streaming
  • Low Latency HD Encoder
  • Media Video Player
  • Mobile Media Application
  • Reserva Room Booking
• Tripleplay are specialists in sports and stadium technology, banking and enterprise solutions, hotel and residential television, higher education media solutions, and maritime and mining deployments.

Source: Tripleplay, 2022.

Tripleplay strengths and challenges

Strengths

• Provides robust analytics and reporting such as system analytics for stream performance, IPTV streams, etc.
• Offers cloud, hybrid, or on-premises solutions.
• CMS can be segmented into different stakeholders and profiles.
• Provides generic mapping or interactive wayfinding functionalities.
• Can book events directly in the CMS.
• Product has been grown organically for their major markets, such as sports & entertainment.

Challenges

• If current POS is not already integrated with Tripleplay, the integration will be at an additional cost.
• Uses third party hardware; primarily a software company but has select optimized hardware partners.
• Can do digital concierge on screen for premium suites, but this functionality comes from its hotel customers as an integration and is all manual – no AI.

Features analysis for Tripleplay

Highlighted Features:

• Tripleplay has a secure and robust platform and has encryption standards in place to work with the different broadcasters. It leverages the large amount of work it does in the government and bank sector in the sports and entertainment venues as well.
• Linux-based platform, with PLAY3R media players created with BrightSign and system on chip (SOC) integration for both signage and IPTV.
• Provides a reservation software that can integrate with third-party calendars to book live event spaces directly in calendars or on the signage.

Feature Facts That Will Influence Your Decisions:

• Tripleplay provides an IPTV ENCOD3R that is optimized to provide glass-to-glass real-time event coverage to fans away from the bowl.
• A site profile switcher is provided to users to allow for seamless content creation all on the same platform for different stakeholders/brands in multipurpose and multi-occupancy venues.
• Diligently created the product in partnership with the Tripleplay User Group, where it gathered the common challenges to improve the product across all sectors, leveraging its customers as partners.
• Deployed to more than 250 stadia, arena, and venues across the world since 2010.

22Miles
Digital Signage & Wayfinding

Vendor Description

• 22Miles is the global leader in cross-functional digital signage solutions. Its flexible system is a forward-thinking platform for organizations and facilities of all markets, providing digital connectivity, visual communications, media management, and adaptive multi-point interactive experiences.

Product Description

• Powered by an immersive, easy-to-use content management software, the process of creating, managing, and enhancing any client's designed content has never been more accessible. With fully customizable integrations spanning digital signage, space management, room scheduling, interactive 3D wayfinding, contact-less interaction technology, large array video walls, native or HTML mobile apps, and more, 22Miles brings limitless content experiences from idea to installation.

Source: 22Miles, 2022.

22Miles strengths and challenges

Strengths

• Provides robust analytics and reporting such as touchscreen reporting for CTAs, mobile interactions, etc.
• Offers cloud or on-premises solution.
• Provides robust wayfinding and immersive mapping features, making it a global leader in the wayfinding space.
• Hardware agnostic, not limited to any kind of hardware.

Challenges

• All integrations are at an added cost to set up each API and filter the data sets.
• Hybrid solution is available, but 22Miles does not recommend it.
• Does not provide IPTV but can integrate into a third party.

Features analysis for 22Miles

Highlighted Features:

• 22Miles has no limitations on designs, and everything is customizable.
• 22Miles provides its signage in many languages spoken across the globe.
• Considered to be the best in the world for its robust wayfinding functionality.
• Provides robust security features such as single sign-on, two-factor authentication, task work protection, and encryption.

Feature Facts That Will Influence Your Decisions:

• Provides impressive video mapping, where AR capabilities exist, allowing users to use their mobile phones to find what they are looking for or to simply explore the venue even further.
• 22Miles is a scalable company that is competitive in pricing and flexible in its product to meet any users' unique needs and requirements.
• Created and run by engineers.
• Has deployed digital signage in venues such as the Rocket Mortgage FieldHouse, Las Vegas Convention Center, and the Tesla tunnel.

Dise

Vendor Description

• Dise brings category expertise to deliver the one digital signage solution designed for in-store, making it more powerful and intuitive to use. They call it Dise – digital in-store experience.
• Dise was founded in Karlstad, Sweden, in 2003 and has more than 17 years of experience from the global digital signage market.

Product Description

• The Dise CX Portal is the cloud-based CMS to manage the digital in-store solution. The intuitive user interface is tailored for retailers demanding scenario driven scheduling and campaign planning to optimize business growth and customer satisfaction. It is easy to integrate to external data sources such as DAM, PIM, and MRM and is designed for retailers and brands with global scalability needs.
• Every in-store display is operated by a full featured external media player or a built in SoC-player, both supported by Dise. The media player is needed to run the content with offline support. The player is communicating with the CMS in the background, downloading the scheduled content and delivering data and health status.

Source: Dise, 2022.

Dise strengths and challenges

Strengths

• Highly focused on the retail space.
• Very good at video walls, with past success in this area. No limit of shape or size, has a no-borders feature, with frame-accurate sync.
• Offers cloud or on-premises solutions
• The perfect solution for powering digital signage in public areas.
• Analytics and reporting, such as records of play, available on the CMS
• Analytics and reporting available for hardware including displays and media players

Challenges

• Uses a third party for hardware; purely a software company.
• Internal communications and concierge services can be done but it is not one of Dise's strengths theirs.
• Not focused on food and beverage ordering in hotel suites, etc.
• Considering becoming only a cloud-based software, with some on-premises exceptions based on size.
• Does not provide IPTV but can integrate with a third party.

Features analysis for Dise

Highlighted Features:

• Dise has over ten languages in their system, where more can be developed per user request.
• Can provide NFC/beacon/facial recognition to users in specific areas, unlike competitors who do not offer this at all.

Feature Facts That Will Influence Your Decisions:

• Dise is a modern and intuitive CMS that has powerful scheduling capabilities like scenarios and planning, allows users to create templates, has best-in-class video walls, and is retail focused.
• Analytics and reporting are the core capabilities that Dise does, where various reports can be generated to determine KPIs for the CMS.
• A user-based role profile is provided to all users to allow for seamless content creation all on the same network for different stakeholders in multipurpose and multi-occupancy venues.

Daktronics

Vendor Description

• In 1968, Daktronics began with a purpose: To provide career opportunities to South Dakota college graduates who were having difficulty finding challenging careers within the state. That remains an important part of its purpose. But its vision and company have grown. The success of its scoreboards, large-screen displays, messaging displays, audio systems, and their respective control systems means Daktronics' work is visible worldwide. The services it delivers to its customers are critically important to their success as well.
• Daktronics develops solutions. It leads the LED video and messaging display industry because it focuses on solving customers' challenges. It stands behind its promises with quality products and reliable services.

Product Description

• Every day, in nearly 100 countries around the world, millions of people depend on Daktronics scoring and electronic display systems for information and entertainment. Its LED displays provide vital travel information in airports and train stations, and along highways. They also tell the price of gas and advertise store specials as you make your daily commute and enhance your spectator experience when you're in a sports stadium, whether for a high school sporting event or for your favorite pro sports team.

Source: Daktronics, 2022.

Daktronics strengths and challenges

Strengths

• Provides robust analytics and reporting for the CMS and signage.
• Offers cloud, hybrid, or on-premises solutions
• Has a complete section of its business dedicated to security.
• Is a well-known leader for digital signage within the sports entertainment industry, where it has done a wide scale of projects.

Challenges

• If current POS is not already integrated with Daktronics, the integration will be at an additional cost.
• Does not offer wayfinding capability but can be integrated with a third party.
• Does not offer concierge services as a capability but can partner with a third party to provide this service.

Features analysis for Daktronics

FWI

Vendor Description

• Founded in 2005, FWI is one of the best digital signage software company available on the market. Digital signage is everywhere—airports, hotels, casinos, college campuses and more. FWI is the leading software provider for enterprise-grade digital signage networks. Its platform powers millions of screens around the world, supporting communications initiatives for American Airlines, Bank of America, Wells Fargo, Marriott International, MGM Resorts, Boeing, Microsoft, and Oracle, as well as thousands of other organizations across multiple industries.

Product Description

• In addition to helping clients communicate more effectively with a variety of digital signage solutions, FWI is helping some of the most recognizable companies in the world transform their employee, customer, guest, fan, and student experiences with omnichannel communications and office space optimization solutions. Its intuitive, cloud-based digital signage platform is designed to maximize the benefits you can receive from digital signage solutions by democratizing content creation and simplifying device management at scale.

Source: Four Winds Interactive, 2022.

Four Winds Interactive strengths and challenges

Strengths

• Provides services for multiple industries where it is a proven leader in the market.
• Has a robust digital concierge and kiosk solution that can be leveraged for premium suites.
• Provides robust analytics and reporting for the CMS and signage.
• Provides additional services beyond the traditional vendor for internal communications to further engage employees and adapt to changing workforce needs.
• Offers cloud, hybrid, or on-premises solutions.

Challenges

• Multilanguage capability is unknown or not offered.
• Does not provide IPTV, nor does it distinguish if it can integrate with a third party to provide IPTV.
• If current POS is not already integrated with FWI, the integration will be at an additional cost.

Features analysis for Four Winds Interactive

Tripleplay & MetLife Stadium Case Study

INDUSTRY: Sports Entertainment
SOURCE: "Tripleplay Digital Signage And IPTV Delivers..." Tripleplay, n.d.

Exceptional fan experiences driving ROI at MetLife Stadium

• The MetLife Stadium technology team was seeking for a central platform that managed both IPTV and digital signage seamlessly, as this was a main pain point for them.
• The technology team selected Tripleplay to solve this pain point based on its ease of use, proof-of-play reporting function to report back to sponsors, the ability to manage content from anywhere, and its experience in large scale deployments.

Results

• Within the five clubs that MetLife owns, HDTV screens are placed alongside seating areas, bars, concession stands, and over 200 private suites to strategically engage fans. The content displayed on the signage is menu items, advertising for brands and sponsors, wayfinding, and real-time broadcasting of the game in action or other entertainment.
• Sponsorship advertising can also be delivered through the digital signage with an L-wrap overlay. This allows for the advertising to happen at the same time of live action.
• Proof-of-play reporting provides reports back to sponsors to ensure ROI measurements and tracking for the brands, sponsors, and stadium.

"With the push of a button we've delivered refreshed content throughout the entire building not only increasing the return on our investment but also then providing a better service for the fan."
– Ryan McKenzie, MetLife Stadium VP of Technology. (Tripleplay, n.d.)

American Airlines Arena & FWI Case Study

INDUSTRY: Sports Entertainment
SOURCE: "The Fan Experience is Heating up..." Four Winds Interactive, n.d.

Leading fan experiences with digital signage

• American Airlines Arena is a premier event venue that strives for sporting and entertainment excellence.
• However, the venue was using multiple digital signage software providers within the arena causing a lack of seamless operations and reporting. The arena was seeking a solution provider that would be able to deliver content to all signage, deliver on its advertising and sponsorship goals while enhancing their fan experience.

Results

• After speaking with many solution providers, the arena partnered with FWI as their new digital signage provider. This transition was extremely efficiently, as all 265 screens were switched over to FWI solutions within ten short days.
• The digital signage provides content such as directional wayfinding, large-scale video walls, and more through FWI.
• There are more than 50 screens within the American Airlines lounge for VIP fans, enhancing the impact and creating immersive experiences for fans.

Refer to the blueprint Define Your Digital Business Strategy to determine the value of your own digital signage and IPTV initiative

Discover value-driven approaches to digital transformation that allow you to identify what aspects of the business to transform, what technologies to embrace, what processes to automate, and what new business models to create. This approach to digital transformation unifies digital possibilities with your fan experiences.

• Design a strategy that applies innovation to your business model, streamline and transform processes, and make use of technologies to enhance interactions with customers and employees.
• Use digital for transforming nonroutine cognitive activities and for derisking key elements of the value chain.
• Create a balanced roadmap that improves digital maturity and prepares you for long-term success in a digital economy.

Download Define Your Digital Business Strategy

Info-Tech Insight

One of the most critical steps of a holistic business plan and strategy is taking the perspective of an end user, who interacts with your products and services, as it is different from the view of those inside your organization.

Validate the organization's position on the digital experience roadmap

Follow the digital experience roadmap for a successful business transformation. If you find that the organization has skipped some steps of the roadmap, consider stepping back to ensure the business is properly aligned and prepared for digital transformation.

Follow the digital experience roadmap for a successful business transformation. If you find that the organization has skipped some steps of the roadmap, consider stepping back to ensure the business is properly aligned and prepared for digital transformation.

1. Sports League or Entertainment Business Reference Architecture
2. CIO Business Vision Diagnostic
3. IT Staffing Diagnostic
4. Discover High-Value Fan Experiences
5. Define Your Digital Business Strategy
6. Accelerate Through Digital Fan Engagement
7. Off-Field Data Reference Architecture
8. Frictionless Checkout – Digital Transformation Technology Report
9. Digital Signage
   – Digital Transformation Technology Report
10. Grow Your Top Line With a Digital Loyalty Program

Accelerate your software selection project

Use Info-Tech's resources and tools to get started with your vendor selection

Download The Rapid Application Selection Framework

Research Contributors & Experts

Tomer Mann
Chief Revenue Officer
22Miles

Richard Horsey
Global Head of Sales
Dise

James Keen
VP of Marketing
Tripleplay (Uniguest)

Tracy Valentine
Sales Manager for Sports & Entertainment Venues
VITEC

Kelly Paschalaki
Sales Account Executive
Yodeck

Aaron Henninger
Channel Sales Executive
Ping HD (Spectrio)

Seth Koch
Sales Engineer
Daktronics

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