A New Digital Signage with Sensors:Experience and the issues

Sungkwan Jung (skjung@itc.kaist.ac.kr)Jinhong Yang, Hyojin Park {sunupnet, gaiaphj} @kaist.ac.krJuYoung Youn (juyoung.yun@dartmedia.co.kr)

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2015.09.17

Dart Media

The first-ever ad. sales representative for VoD services, covering IPTV, Digital Cable TV and Smart TV industries. Also Wi-Fi Ads, in-app Ads and Digital Signage Ads.

Digital Information Displays have been installed in 22,000 apartment buildings in Seoul and Kyunggi.

KAIST(Korea Advanced Institute of Science and Technology) Institute for IT Convergence

Conducting the “Autonomous Smart Media Project” with Dart Media from 2014 to 2016

Researching on the new commercial service scheme for Digital Signage while operating trial services.

Dart Media & KAIST

2

2.2Millions

Digital signage based commercial ad. market on transportations, entertainments, and outdoor advertisement has shown their growth since 2012.

Major outdoor commercial service/system providers:

Korean Digital Signage: Service Overview

3

2011 2012 2913

교통매체 345343 389462 410207

엔터테인매체 190320 219390 276650

빌보드매체 200052 206940 196044

기타매체 13700 29000 27640

050000

100000150000200000250000300000350000400000450000

[Korean outdoor commercial sales trend*]

* Cheil worldwide(2013)** kiwoom stocks, research center (2012)

400520

879

2000

0

500

1000

1500

2000

2500

2009 2010 2012 2015E

[Korean digital signage market forecast**]

Transportation

Entertainment

Billboard

Others

Service and system requirements from the major digital signage service providers

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Requirements for Digital Signage

Targeted commercial exposure

Measurements for the exposure to effectiveness analysis

Interoperability on heterogeneous H/W environments

Linkage with mobile and customer devices

Wide adaptability on the screen size by content size

Cost-effective system build-up

Robustness operation along with legacy systems

Particular content delivery for emergent situations

1

2

3

4

5

6

8

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Mapping the requirements for Web environment

Need to define metadata within the commercial to provide the information on their distributions

Need a dynamic Tag to provide situation-aware service

Need elements(or attributes) for tracking within the commercial

Need new Device API to communicate with the digital signage device (can be added on the existing Device API)

Extended functionality to carry the Web Objects (Beacon, Content PANTM, etc.)

Be able to provide targeted information using the distribution information within the contents’ metadata

Need a Tag on the exposure to provide situation-aware service

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Ad. Delivery System for Digital Signage

Ad. Server

User

SegmentedFull-versionCommercial

65

43

21

Advertiser

CameraSensor

CustomizedWeb Browser

LuxSensorHumidity

SensorCO2SensorTemperature

Sensor

632

541

CustomizedSensor APIs

Digital Signage

User

Internet

Commercial Campaign Page Situation #1

Situation #2

Use case of the adaptive smart commercial delivery service for digital signage

The APIs to provide the sensor data from digital signage to the Web browsers

The interfaces that enables the Web browser to access to the various sensors (camera, proximity, CO2, lux, temperature, humidity, etc.)

Besides the APIs that has been dealt at the Device APIs WG, the standard interfaces that can support the content rendering on the public device environment like digital signage

Description of content distribution condition for digital signage

Ontology description for each content or segment which can be selectively exposed by the environmental conditions

Interoperability with the legacy W3C Media Ontology to be able to interoperable with current Web [1]

Problem Statement

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Metadata for Distribution ConditionName Type definition Description

userObjCount

(attName=“minUserObjCount", attValue=“Integer"), (attName=“maxUserObjCount", attValue=“Integer")

- Describe the expected number of users - Describe the recognized number of users from the digital signage device

userObjBehavior

(attName=“minUserObjBehavior", attValue=“Decimal"), (attName=“maxUserObjBehavior", attValue=“Decimal")

- Describe the motion data of expected users

temperature

(attName=“minTemperature", attValue="Decimal"),(attName=“maxTemperature", attValue="Decimal"), (attName=“unit” attValue=“String”)

- Describe the expected temperature data.

lux(attName=“minLux", attValue="Decimal"), (attName=“maxLux", attValue="Decimal")

- Describe the expected lux data.

soundLevel(attName=“minSound", attValue="Decimal"), (attName=“highSound", attValue="Decimal")

- Describe the expected level of sound data.

co2(attName=“minCo2", attValue="Decimal"), (attName=“highCo2", attValue="Decimal")

- Describe the expected CO2 density data.

proximity (attName=“proximity", attValue=“String") - Describe the expected distance proximity data.

Our Approach

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Device APIs for emerging Ad. Devices

Device APIs need to be extended to be able to support wide range of media, from various sensors to the new execution environment like digital signage.

Metadata ontology for Ad. exchanges

The metadata for environmental condition description and content distribution condition are also required. Cooperation with current WGs to keep the consistency and interoperability with legacy standards and technologies is needed as well

Suggestions

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