| (Continuation of Questions 11/16 and 14/16) Motivation
Digital signage (DS) systems and services have aroused public interest due to the feature of the user interaction in advertisement which is different from the traditional unidirectional advertisement.
It is possible to provide most optimal targeted contents and advertisement to users through interactions between Smart devices embedded with short range communications functions such as RFID, Bluetooth, and NFC and digital signage terminals with sensor devices such as camera, thermometer, touch panel, and microphone along with intuitive user experience.
However, most of digital signage solutions are proprietary, and therefore systems, contents and applications across different networks or vendors are not interoperable. Due to this circumstance, it is impossible to realize one-source multiple-use approach for a single content. This also will cause problems in building and expanding large-scale digital signage networks. Thus, it is important to support interoperability among different service providers and vendors.
The current IPTV-based DS is targeted primarily at video-centric and IP-connected DS. However, for example, there are many POP products that are not connected to a network and that can be used on a shelf, and a wall, which may not necessarily involve video and where only graphics are sufficient. The digital signage industry needs a standard for such a use case of digital signage.
Based on the standardized digital signage service, it is possible to provide feedback to the content providers of the advertisement effect and to provide targeted content to the users. The globally interoperable standard will activate the market for the digital signage devices and services.
This Question will cover all relevant work items on digital signage systems and services (i.e. IPTV-based and non-IPTV-based architecture).
Study items
Study items to be considered include, but are not limited to:
- definition and scope of digital signage systems and services;
- domain of digital signage services (e.g. location owners);
- use cases and requirements for digital signage systems and services;
- architectural aspects of digital signage systems to support requirements and various use cases;
- digital signage terminal profiles for supporting various kinds of digital signage applications;
- provision of digital signage content from content providers to digital signage service providers;
- linkage between digital signage systems and other systems and applications;
- presentation aspects of digital signage services such as combination of multiple displays and/or terminals;
- specifications on metadata and media format of digital signage content for the purpose of one-source multi-use approach and for fitting with the use cases;
- sets of interactions and their methods between smart devices and digital signage terminals to accommodate user participated interactive digital signage services;
- specifications of communications and multimedia technologies supporting advertisement/promotion in the digital signage services;
- the way of acquisition, presentation, and delivery of data (e.g. audience measurement data) for the purpose of providing context aware digital signage services (e.g. information is automatically changed along with communications between terminals and/or devices);
- considerations on providing privacy protection to minimize the side-effects on anonymous information gathering in public spaces;
- management and operational aspects of digital signage systems;
- consideration on providing emergency information in the disaster environment;
- consideration on providing accessibility for disabled and/or elder people;
- review and analysis of existing Recommendations and relevant specifications to find any reusable materials for digital signage systems and services;
- considerations on how to help measure and mitigate climate change.
Tasks
Tasks include, but are not limited to:
- identification of the use cases and requirements;
- definition of functional architectures and its components to support use cases and requirements for digital signage systems and services;
- definition of digital signage terminal profiles based on capabilities;
- definition of a framework and protocols to provide content delivery function and audience measurement function for digital signage services;
- definition of interface specifications amongst functional components of digital signage systems;
- definition of procedures and methods to interact between digital signage systems and smart devices such as smart phone and tablet PC;
- definition of metadata and media formats of digital signage contents;
- definition of data formats for communications among terminals/devices in digital signage services;
- definition of control functions for synchronous/asynchronous presentation of multiple displays/terminals;
- definition of a framework and procedures to provide public service including emergency warning, based on digital signage systems;
- modification and/or extension of existing Recommendations under the ITU T Study Group 16 responsibility to enable interoperable digital signage systems;
- collaboration and harmonization with other standardization bodies, forums and consortia to develop Recommendations to support digital signage service.
An up-to-date status of work under this Question is found in the SG 16 work programme (http://itu.int/ITU-T/workprog/wp_search.aspx?sp=15&q=14/16).
Relationships - Recommendations
- ITU T IPTV-related Recommendations
- Questions
- 1/16, 2/16, 3/16, 5/16, 6/16, 7/16, 10/16, 13/16, 20/16, 21/16, 26/16
- Study groups
- ITU-T SGs 9, 11, 13 and 17
- ITU-R SGs 4, 5 and 6
- Other bodies
- W3C
- POPAI
- Open Digital Signage
- Digital Signage Federation
- Digital Signage Consortium
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