Portrait-mode screens tend to enjoy higher viewership than landscape-mode displays.
6. Ensure an accountable installation
The hardware should be powered on and checked for quality of operation before proceeding with the actual installation. Any breakage thereafter is a liability for the installer, not the shipper.
Where possible, the person who conducted the site survey should also install the hardware. It is important to come fully equipped: some cabling will likely need to be concealed; the crimp end of a networking cable will probably need recrimping; it is common for a High Definition Multimedia Interface (HDMI) cable to fail; and extra extension cables and cords can come in handy.
One element of installation that is often overlooked is photography. The process should be documented by taking photos of the make and model of the screen, the media player (so the client knows what it looks like when it needs resetting), progress during installation and the completed job.
The installer, too, should be accountable in terms of confirming the job is complete and all of the gear is working as required before he/she leaves the location. If there is a delay or failure, he/she must provide clear reasons and explain exactly when it will be addressed.
7. Train the client
There are usually three levels of training required. The first is for the graphic designer, ideally provided access to the digital signage software well in advance. The second is for the on-site subject matter expert (SME), who will be given a hardware walkthrough to learn how to reset the media player, screen and router without issues. The third is for any management personnel who will provide project oversight. Most cloud-based digital signage software allows for remote monitoring through a management dashboard. In larger companies, it is often the marketing department that takes on this duty.
8. Follow up
Like skydiving, digital signage has a risk of catastrophic failure, so it is a good idea to complete a post-installation recap.
If the hardware is going to fail, it usually does so within the first few weeks of operation. So, a post-mortem should be scheduled with all stakeholders about three weeks after the installation to confirm their satisfaction with the results. This also clearly defines when the responsibility of the installer has ended and when the ongoing warranty and servicing will start.
While many early adopters of digital signage—including large banks, retailers and QSRs—have already completed their installations, the medium now represents a ‘long tail’ industry heading toward mass adoption. Soon, just about every business will have screens on its walls, whether to showcase products, messages or events. With some forethought, planning and stakeholder involvement, signage providers can be at the forefront of this massive opportunity.
Jeremiah Archambault is president of Victoria-based ENS, which oversees large-scale digital signage deployments. For more information, visit www.thedigitalsign.com.
