Digital Signage

Real-Time Content Generation On The Rise

The value proposition for commercial businesses is undeniable.

It’s no secret that, increasingly, digital signage is being used to create experiences. With the exponential rise in graphics processing units (GPUs) with respect to capability, speed and accessibility, real-time content generation via digital signage is a trend that’s rapidly gaining traction in commercial applications. This ongoing industry disruption is what retailers, hotels, businesses, restaurants and other clients are inquiring about, and it’s a sophisticated technology that integrators can capitalize on by adding it to their portfolios.

Today’s AV experiences differ from past ones from a technical standpoint, but they seek nevertheless to accomplish the same goal—to allow clients to connect with their audience. Regardless of the message or the means, connection is the key. Real-time content generation is a new, engaging way for clients to connect with their customers, and it’s a new opportunity for integrators to solicit commercial business.

Despite being new, real-time content generation is already reshaping industries, including TV, gaming, simulation, cinema and others, because it unlocks previously unattainable possibilities to create experiences. End users, and the commercial integrators who build these systems for their clients, can use real-time content generation to streamline project prototyping, interactivity and generative content. They can create more and better experiences that don’t just display, but also react.

The rise of real-time content generation is attributable to multiple industry factors. For one, the rise of high-resolution displays at more affordable prices has allowed for greater content complexity and more flexible spending when it comes to producing video assets. With lower display costs, customers can experiment with the trending popularity of real-time developments, shifting the industry paradigms toward generative and dynamic content, as opposed to static content. As a result, businesses can create impressive experiences that are 100 percent created in real time, without relying on video playback—all for a reasonable cost.

What’s more, through real-time content generation, large, high-resolution displays are driven less by machines and more by powerful servers. That directly translates to lower project cost and higher-impact content that the customer can manage himself or herself through a CMS. Customer control increases his or her sense of ownership and overall satisfaction. Add to that the enhanced reliability and peace of mind—not to mention better proactive support and systems synergy—for which the increased use of professional-grade hardware allows. And that doesn’t even take into account the creative freedom being afforded.

Obviously, integrators stand to benefit immensely from this paradigm shift. When the customer is happy with his or her technology investment, the integrator has done a good job. And, increasingly, customers are asking for quick, intuitive access to information and demanding an “experiential” factor, as well. Real-time content generation gives integrators the opportunity to distinguish themselves with creative ideas, rather than just a technical product portfolio. Real-time content generation means that it’s no longer all about the display; instead, it’s about the experience you can create by using the display.

In truth, the success of an integration project lies in balancing content and technology. It’s important that an integrator’s technologies allow clients to have the desired impact on any given target audience. Integrators not only need the latest content ingestion and delivery system, but also need the ability to engage effectively through either generative or interactive content of some sort. They need solutions that can withstand the technical requirements of large-scale projects with high-pixel-density displays and arbitrary shapes, operating at 24/7 reliability. And the solutions must allow designers or content production agencies to be empowered by the chosen technology.

The next few years are going to be very exciting, as many interlinked industry technologies continue to cause significant disruptions. The unprecedented computing power available in today’s GPUs, the bandwidth provided by the latest solid-state drives (SSD), and PCI Express PCI-e memory storage devices and video-over-IP will all continue to allow new, untapped possibilities for digital signage applications.

Integrators can capitalize on this now. Help commercial businesses create more dynamic experiences for their customers by adding real-time content-generation
solutions to their offering.

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