MediaSignage announced recently that it had released an update for its SignageStudio Lite platform. The SDK is open source and is built on HTML5, allowing campaigns to run on any electronic sign display regardless of the underlying operating system.

Westlake Village, Calif.-based MediaSignage, Inc. provides a framework for advertisers and businesses to develop custom campaigns on electronic displays like billboards, gas pump screens, restaurant menus and on PCs and mobile devices.

The mediaCLOUD environment allows developers to build a rich media presentation and manage its deployment on remote screens. Those who prefer not to use cloud technology can use a mediaSEVER campaign to do the same thing on a private server. Small-scale signage players are available on Android (News – Alert) and Windows-based systems.

MediaSignage offers much of its framework free of charge. The way the company makes money is with an enterprise version of its platform at a flat price of $99 per month. The mediaSERVER and mediaBOX are also offered as solutions for a fee.

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An October 2013 report from IHS (News – Alert), Inc. estimated that the global digital signage market would reach $14 billion by the end of the year, growing to $17 billion by 2017. A plurality of revenue (about 42 percent) will come from the retail sector, but other applications like traffic reporting, stock quoting, weather and news will also see a lot of use.

It doesn’t take much effort to observe this trend; all you would have to do is drive through any halfway modern city. The once ubiquitous flashing arrow signs with the slide-in plastic letters have been replaced by digital signage that not only shows text, but video and animations as well. Many McDonald’s restaurants have digital screens for displaying promos and orders by number when they become ready. Some display menus that can change from breakfast to lunch at the flick of a switch.

MediaSignage has used a free pricing model and an open source platform to become a force in the digital signage market. It seems to have paid off for them as its customer list includes icons like McDonald’s, Dunkin’ Donuts, UCLA, Jiffy Lube and Super 8 Motels. Sometimes offering something for free does pay off in the long run.