Essential considerations when implementing digital signage

by carly_mchugh | 4 May 2022 1:31 pm

By Chris Devlin

An organization decides it needs digital signage. Now what? When rolling out a digital signage strategy, there is a lot to think about. From developing a content strategy to mounting the screens, turning a vision into reality can be a daunting task, especially if new to digital signage. To get started, here is a list of 10 essential considerations when implementing digital signage.

1. Content strategy

There is a saying that ‘content is king,’ which is definitely true with digital signage.

Content is crucial to a successful digital signage rollout. A digital signage platform enables you to collect content and data from practically any source, so every part of the organization can contribute.

While many organizations usually have high-level expectations of their digital signage, they may not have a solid content strategy in place. When creating compelling content, it is essential to think about who, what, where, when, and why. Who is the audience for the content? What type of content will they be interested in seeing? Where will the content be viewed (mobile, digital sign, videowall, kiosk, etc.)? When will this content be viewed (while on the move, sitting, etc.)? Why will the content be viewed (emergency notifications, scheduling, wait times, news, etc.)?

Developing a successful digital signage strategy requires collaboration to determine the visual content and the best message, method, and location to share the information or promote a product or service.

2. Messaging

Digital signage is everywhere. The message needs to stand out from the crowd to get the point across. Ambiguity leads to confusion, so the message must be clear and easy to understand. It should be crafted for a specific audience or potentially personalized for an individual. Cool, vivid, stylish, or even flash—these characteristics are not good enough by themselves. Their only worth is their ability to convey the message to the people who need it.

Who is the audience? What message is being communicated? For example, in retail, the focus can be on products or promotions with the highest margins or ones that have performed the best. In other locations, such as airports, schools, or hospitals, where digital signage shares information like schedules or wayfinding, consider the user perspective and how the content can help or guide them. A positive emotional experience is more likely to happen when thinking about how the viewer will intake the information.

3. Software platform

The right software will easily collect, distribute, and present the information. It should also scale as the digital signage network grows. To be agile, the organization needs a software platform that can display information on any digital display, mobile phone, desktop PC, or any screen, anywhere, any time. It should also allow for easy user management, create intelligent playlists, and be able to manage the network remotely.

Additionally, the digital signage software platform must easily integrate with various information sources and IoT devices. For example, social media, news and weather feeds, back-end systems (ERP, POS, CRM, calendars, etc.), cameras, and sensors.

4. Duration

Timing is fundamental to the digestion of content. Consider the average attention span, which may be as little as eight seconds, and adjust content accordingly. Account for dwell time, which relates to the traffic flow of the audience.

Roadside digital signage content should be short enough for passing vehicles to ascertain the intended message, while captive audience dwell time (think airport security lines) can be longer. View time can vary based on many factors. For example, a family travelling and looking for flight information will have a much longer view time than an office worker rushing to a meeting.

5. Design strategy

The content strategy is created, but how will that content look on a screen? There is a lot to think about—the message, branding, view times, how far away the viewers are, where they are, and what they are doing when they see this sign.

In a visual medium like digital signage, the appearance of the content is vital. Professional design helps ensure the content is seen and the message is delivered.

Good design is more than just impressive visuals. Good design provides a solution to a problem and finds the best way to deliver the message. Whether it is video or illustrations, developing a design strategy around the content is essential—who will design it, how it will look, and what format best fits the content and situation?

Additionally, it is important to think about how the design may look to someone with a disability and how it can be made more accessible. To ensure the digital signage is accessible, consider contrast ratio, fonts, screen heights, accessibility options, icons, and more.

6. Call to action

A call to action (CTA) is not just for marketing campaigns. CTAs are a dynamic means to get the most out of digital signage, providing a direction for viewers to take. They are a great way to engage the audience. Whether sharing a QR code to scan or instructions to visit a website, a good CTA will give the digital signage a leg up. A missing, weak, or irrelevant CTA translates to dead space.

While QR codes have been around for close to 30 years, they have gained significant traction in the last few years. They are a great way to integrate a CTA into the digital signage. A quick scan of a QR code can give a viewer access to supplementary information, direction, forms, queue status, digital menus, and much more.

7. Omnichannel

Make digital signage part of an omnichannel experience for customers, employees, and visitors. Create a seamless experience from mobile to web to digital signage. Elevate your brand and business with clear messaging and compelling content. Integrate user-generated content like social media to promote deeper connections, foster engagement, and share content on any screen.

8. Physical location

In a perfect world, one would hang a digital screen and be ready to start sharing content. The location of the digital signs affects the hardware selected, installation, and connectivity. Additionally, consider the number, type, and size of screens, mounting requirements, cabling and internet, lighting conditions, and more. In newer buildings and locations, the physical requirements are often easier to deal with than older buildings where retrofitting might be required.

9. Technology

As vital as it is to select the right software, there are several important technical considerations when deploying a digital signage network. Most important is whether to go with a cloud or an on-premise solution. When deciding what makes sense, consider data security, scalability, internet connectivity, IT support, maintenance, cost, and compliance/regulatory requirements.

Next, consider the type of screen. Traditional digital screens require separate players. Make sure there is adequate space for both the screen and the player. System-on-chip (SoC) screens have a player embedded in the display, making them more cost-effective if they meet your needs. Generally, external media players are more powerful and will work better for HD/4K video or memory heavy content; however, SoC screens have advantages in terms of monitoring and control.

Consider where the screens will be used and how. Are touch screens required? Is there a video wall or large LED screens? Identify the data (social media, news, weather, calendar info, KPIs, etc.) you want to incorporate on the screens and evaluate how to integrate it. Does the software provide APIs to connect with these data sources?

10. People

Digital signage networks have a lot of moving parts. A successful installation needs a project champion, technical resources, and content contributors. Additional teams, such as facilities, may be required during the rollout.

Project champion

This person has authority over the project and all stakeholders. They are the person that problems escalate to, are responsible for the budget, and ensure the right people are available to work on the project.

Technical stakeholders

The technical stakeholder is typically someone from the IT department. They ensure the plan for the digital signage network is feasible and the infrastructure exists to support it. Additionally, they can evaluate if the devices (players, screens, etc.) being used meet the company’s security requirements or other essential protocols.

Content contributors

Make sure the marketing and communications folks are actively involved in what is being displayed. There should be a cohesive strategy for the content. Ensure corporate branding and messaging are reflected and the content meets governance and privacy requirements. Think about who will be responsible for the day-to-day management of the digital signage network and the overall creative design of your screens.

It is time to make relevant, real-time information accessible on any screen. Digital signage networks help improve productivity, decrease costs, and enhance customer experience. Free up time, labour, and financial resources so the focus can be on the core mission.

Chris Devlin is president of Omnivex Corporation. He brings over 30 years of industry experience working at every level of the marketplace. He began his career at Compuserve and has held numerous country management positions at Egghead, Cheyenne Software, and Falconstor Software. Devlin spent 10 years at Computer Associates (CA) running channels and five of those years in the United Kingdom as senior vice-president running their commercial division.

Source URL: https://www.signmedia.ca/essential-considerations-when-implementing-digital-signage/

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