Digital Signage: What to look for in CMS software

by all | 29 March 2017 10:49 am

By Linda Hofflander
As digital displays become more common in retail, food-service, educational and corporate environments, the marketplace has been flooded with new and revamped software applications for sharing visuals and information. In the digital signage sector, content management system (CMS) software enables users to determine what appears on which screens and when. In some cases, the content must be created and customized within the CMS. In others, the user can create content with a wide range of creative applications and in various formats, then import it into the CMS.

It can be challenging for sign shops to narrow down the options and determine which CMS software is the right fit for their clients. Certainly, one size does not fit all. It is important to compare features and select those that fit the demands of a given project.

At best, a CMS streamlines the digital signage workflow, making it relatively easy to display highly engaging content. At worst, it is more like a labyrinth to use, fails to offer key features, offers limited to no scalability and will quickly become outdated.

Further, some CMS options are free, some have paid add-ons and others follow a subscription-based business model. There are web-based applications that store content stored on the cloud, as well as directly downloadable programs that instead cache content directly in on-site media players.

Usability
In general, today’s CMSs are much easier to use than their predecessors. Where instruction manuals used to be inches thick and it could take weeks to train personnel, there are now many highly intuitive user interfaces available.

Despite this trend, one of the top complaints from digital signage operators is the difficulty of using a CMS. Some poorly designed interfaces remain on the market, which make it look like users need to write code.

The interface should be easy to navigate, such that anyone responsible for creating and/or scheduling content can understand it with only minimal training. This is especially important for small to medium business (SMB) clients, which tend to have fewer personnel available for the task.

Content creation methodology
The content creation methodology will vary from one CMS to another. As mentioned, sometimes the software will require the creation to be performed within it, in which case it is particularly important to check how intuitive that process is and which common file types is supported. Unless users are highly tech-savvy, for example, the tool should allow them to drag-and-drop content into the various zones of the screen.

In other cases, where content can be imported into the CMS from outside programs, the degree of technology integration should support creative tools the users are already familiar and comfortable with, whether Google, Microsoft or Adobe products. It should be simple to import from these programs.

SMB clients may also want access to premade templates and a library of high-quality stock images they can freely use for their digital signage content.

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.

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.

Industry-specific features
Depending on the client’s vertical market, some CMS features may need to be prioritized over others. It is a good idea to review case studies within the same market to keep on top of trends and understand how the client’s competitors or counterparts are using their own displays.

The following are some examples:

Retail
Retail represents the largest market for digital signage. Its uses for displays have been diverse.

Interactive kiosks with specially developed CMS software allow customers to look up, compare and even customize products. Third-party technology that detects the ages, genders and races of people approaching a screen can work with the CMS to present content most likely to appeal to them. In-store promotional campaigns via digital signage allow marketing departments to gain better access to shoppers.

Further, digital signage technologies can be integrated with content triggers (such as speech recognition), radio frequency identification (RFID), bar code scanning, digital transmitter ‘beacons’ and components of the broader ‘Internet of Things’ (IoT).

Digital signage can even help enhance store security. Short messages welcoming shoppers can remind them security cameras are in place and encourage them to watch their belongings and report any suspicious behaviour to staff. It helps if the CMS can play live video feeds from the cameras, interspersed with the specified messaging.

QSRs
Quick-service restaurants (QSRs) that use digital signage have seen a five to eight per cent increase in revenue. This increase can be attributed, in part, to easy-to-read digital menus that can actively promote select food and beverages.

In addition to the ability to schedule different content for different times of day (i.e. breakfast, lunch and dinner menus), the CMS should be able to distribute content such that if one screen goes down, all necessary information is still viewable on the other screens. Similarly, the software should cache content on media players, so it will continue to play out if the Internet connection is lost.

The aforementioned beacons, which use digital transmitters to communicate with customers’ smartphones, can also be useful. They may detect when a loyalty club member walks in, for example, and bring up customized specials on a digital menu board accordingly, so the customer is personally catered to without saying a word.

There are also opportunities for advertising. Many restaurants use narrowcasting to deliver infotainment through digital signage to engage diners, with a mix of third-party ads, news and entertainment. (Editor’s note: Tim Hortons, for example, showcases its own channel, TimsTV, on screens in its dining areas.)

Education
Digital signage can serve many purposes in the educational sector, such as visual aids for classroom lessons, displaying announcements of events, reminding students about upcoming assignments or tests, in addition to supporting emergency notifications.

Today’s students are ‘digital natives’ who expect information to flow quickly to them through engaging media. Digital signage and CMS software can make it easy for teachers to import online content as it is made available to them.

Among the most valuable features of a digital signage CMS for educational facilities is the ability to push out emergency alerts to screens. These may be linked to emergency notification services, requiring third-party software to connect to the CMS, rather than the feature being built into it. As such, it is important to check the third-party software is compatible with the selected CMS and determine whether or not there is any cost to add it. Also, the CMS should be able to display different information on different screens, since different zones within the same facility will correspond to different evacuation routes or shelter areas.

Speaking of routes, digital signage can also be helpful for wayfinding on school campuses. For a touch-screen kiosk to be able to assist students, staff and guests, the CMS software will need to support the creation and display of interactive maps.

One out of hundreds
Ultimately, the best CMS is the one that fits the client’s needs. It supports the right content file types, offers built-in widgets for social media, weather reports or other desired feeds, does not exceed the budget and is intuitive enough in its design for the employees in question to use. In some cases, special features and customizability must be sacrificed in favour of streamlined use, but the software should still be able to deliver on the client’s vision for digital signage.

It is important to be as thorough as possible when comparing all of the CMS software options. There are hundreds out there—and a digital signage project will need to rely on just one for years to come.

Linda Hofflander is vice-president (VP) of global channels and alliances for Agosto’s SkyKit digital signage CMS software, which is based on Google’s Chrome platform. For more information, visit www.skykit.com[6] and www.agosto.com[7].

Source URL: https://www.signmedia.ca/digital-signage-what-to-look-for-in-cms-software/

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