A New Digital Signage with Sensors: Experience and the issues | - - PowerPoint PPT Presentation

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.kr JuYoung Youn (juyoung.yun@dartmedia.co.kr) | | |

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 빌보드 매체 200052 206940 196044 기타 매체 13700 29000 27640 50000 100000 150000 200000 250000 300000 350000 400000 450000

[Korean outdoor commercial sales trend*]

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

400 520 879 2000 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

4

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 7

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

5

• Ad. Delivery System

for Digital Signage

• Ad. Server

User

Segmented Full-version Commercial

6 5 4 3 2 1

Advertiser

Camera Sensor Customized Web Browser Lux Sensor Humidity Sensor CO2 Sensor Temperature Sensor

6 3 2 5 4 1

Customized Sensor 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

6

Metadata for Distribution Condition

Name

Type definition Description

userObjCount

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

• Describe the expected number of users
• Describe the recognized number of users from th

e 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=“m axLux", 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=“hi ghCo2", attValue="Decimal")

• Describe the expected CO2 density data.

proximity

(attName=“proximity", attValue=“String")

• Describe the expected distance proximity data.

Our Approach

7

• 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

8