In one example of innovation in retail digital signage, Panasonic has introduced technology that allowed customers to ‘virtually’ try on new clothes.
Images courtesy Panasonic
User controls
The larger the client organization and the more screens it operates, the more individuals there will likely be using the system. Rules-based applications let managers define each of these users’ roles and levels of access, so as to prevent departmental overreach and redundant efforts.
A good CMS makes it easy to assign different permissions to different users, regarding which specific functions of the software they can access and alter. Content creators will not need to be allowed to schedule content, for example, if that is not one of their responsibilities.
In some cases, the software will limit the numbers of unique users who can be added, so it is important to (a) know in advance how many users will need to access the system and (b) ensure any CMS options being considered can support that number.
Content scheduling
One of the most basic and useful features of a CMS is the ability to set certain content to go live on specific screens at specific times. Some businesses schedule their content weeks or even months in advance of its public display, so there should be a calendar feature that makes it easy to check what will be shown on any given date.
If the digital signage network’s media players can cache content (in addition to streaming it live), then users should be able to schedule when the CMS software pushes it out to them. This way, they can choose to update the devices at times of low bandwidth demand—3 a.m. local time is generally best—and avoid Internet slowdowns.
Security
The CMS must offer a high level of security for data both ‘in transit’ and ‘at rest,’ especially in cases where content is hosted on the cloud. This calls for encryption and regular security patches to fix previous vulnerabilities.
Clients will also want to prevent any unauthorized users from gaining access to their screens. There have been numerous examples of hackers gaining control over public screens around the world and displaying obscene images or text. Extra security is especially important for digital signage that is integrated with other data systems.
If a client’s security is breached, then that client’s trust in its signage provider will be breached, as well.
Scalability and support
The CMS should be able to grow with the digital signage network, supporting more screens as they are added. It would be very frustrating if an organization that chose to expand its network ended up having to abandon the software it already knew and understood and instead learn another from the ground up.
The ability to edit and program digital signage content through a mobile phone has become commonplace.
Photo courtesy Agosto
Further, the client should have confidence the provider of the software will continue to support it as the client’s needs evolve and over the long term. Especially with the software-as-a-service (SaaS) model, there needs to be basic support in place to keep the CMS running smoothly, including (a) regular updates from the developer that do not disrupt any functions or require the user’s interference and (b) a support team in place in case any bugs or other difficulties are encountered.
Remote access
Ideally, users should be able to log in to a CMS at any time and from any device. Cloud-based software provides this capability, as do some ‘on-premise’ options. In a mobile world, the ability to edit and program content through a phone, tablet or notebook computer, from anywhere, has become commonplace.
The ability to update and approve content remotely will prove useful in many situations. An advertising team, for example, might spot a sudden opportunity for a limited-time promotion, but first require the approval of someone else who is out of the office. With remote access, this approval can be confirmed within seconds, helping to keep the digital signage up-to-date and relevant.
In another example, a user who happens to be standing in front
of the public screen he/she wants to change should be able to do manage the content on the spot, without having to go back to a desk in an office.
