Vander Linden said the owner group is very pleased with the network and content management tools in place, because they allow a lot of messaging to be developed, distributed and triggered quickly and easily.
The concourse screens are part of a revenue-generation plan, with the screens branded as the Concourse Video Advertising Network, or CVAN. Marketing time is sold to sponsors and brands, like refreshment options, that are active in the facility. Sophisticated scheduling and targeting tools have meant more revenue because the ownership group has shifted from offering general advertising to very specific advertising timed to events, specific time windows and even locations within the venue. “There’s a lot more dynamic content that we can now do,” said Vander Linden. “We can offer packages, and do different things in different ways.”
Efficiency reduces resource requirements, reasoned Fitzpatrick, but so does system reliability. By shifting away from conventional digital signage solutions that involve separate, dedicated media players at each screen, he said, they were able to remove about 4,000 potential failure points. Typical signage installations have PCs or media players with internal hard disk drives, power supplies, video signal cables and networking cables — all subject to damage and failure. Samsung’s smart screens have embedded, solid-state players, and the only cable needed is the one powering the screen.
“Reducing capital costs because you don’t even have an external media player is obviously huge,” said Fitzpatrick, “as well as reducing those failure points, so that you have greater uptime. Your long-term TCO [Total Cost of Ownership] is lower, because you’re not having to constantly fix or replace media players and their components and cables.”
Samsung’s Stock said using smart screens for the IPTV solution also introduced massive cost savings, noting that removing the need for a specialty $1,500 IPTV device and $300 in licensed software at each screen — when calculated across the whole area — reduced capital costs by roughly $1 million.
In the span of a long summer break, the Salt Lake City arena went from aging and tired to one of the top venues in North American professional sports — serving dynamic, energetic digital signage content on game days, and future-proofed for the steady advance of technology.