A Comprehensive Guide to Digital Signage | Infographic

What is Digital Signage?

Digital signage refers to the use of technologies such as projection, LED, or LCD screens to display content that might include video, streaming media, graphics, and general information.

Why Choose Digital Signage?

There are several advantages to using digital signage, and most of them boil down to these larger benefits:

  • The ability to sell more products or services by attracting and engaging customers
  • The ability to increase employee productivity and satisfaction through better communication and engagement
  • The ability to provide information in real time
  • Flexibility and versatility
  • Opportunities for customized content
  • Increased efficiency and cost reduction
  • Resource savings
  • Enhanced employee engagement
  • Creation of brand loyalty
  • Marketing and sales effort support
  • Increased employee morale
  • Reduction in perceived wait time for customers
  • Environmentally-friendly way to share information

Types of Digital Signage

There are essentially hundreds of kinds of digital signage. If you’ve ever been in a shopping mall, airport, or gas station chances are you’ve seen a variety of digital signage in different sizes and configurations. One of the great things about digital signage is how versatile it is and that it can be implemented in many different ways that are unique to a business. Some of the most common types of digital signage are digital posters, free-standing digital advertising displays, ceiling-mounted digital signage, and outdoor digital signage.

How to Use Digital Signage

Intrigued? Digital signage can offer plenty of revenue-boosting benefits to your company, but it’s important to adopt a thoughtful and intentional strategy before getting started. Organizations who don’t take the time to properly implement a digital signage strategy may miss out on some of the ROI they were hoping to experience. Be sure to follow these steps to ensure you’re laying the proper foundation for a successful signage strategy.

1. Identify Organizational Challenges

First, you need to understand the goals or challenges you’re attempting to address with digital signage. Naturally these will vary by industry and by business, but ask yourself (and your stakeholders) what hurdles you need to overcome and what objectives digital signage can help you achieve.

  • Increase sales?
  • Improve engagement?
  • Enhance productivity?
  • Reduce wait times?
  • Increase event attendance?
  • Drive more traffic?
  • Advertise more products?
  • Better guide people within your building?

2. Identify a Digital Signage Champion

Any corporate initiative needs a white knight — a person who will take on the responsibility of managing said initiative, as well as advocating for the necessary budget and resources. Digital signage is no different. In order for your implementation to be successful, leadership needs to identify the person who will be “in charge”. This person will:

  • Make sure the digital signage content is relevant and fresh
  • Measure the impact of digital signage
  • Manage the users of digital signage
  • Stay up to date with emerging trends
  • Make sure the digital signage system is current
  • Answer questions from others in the organization about digital signage
  • Report on all things digital signage-related to management

3. Identify Project and Team Stakeholders

You’ve identified a champion, but that person can’t work in a silo. While they will ultimately be responsible for several key tasks associated with digital signage, they can’t do it alone.

4. Conduct a Site or Location Survey

Where will you place digital signage? This is one of the most important components of an implementation plan. Location matters almost as much as content — after all, if no one can see your signage, the information on it won’t matter much.

5. Set Goals for the Implementation

These goals will be more specific than addressing the challenges we talked about earlier. Here, you will determine what exactly you want to do with digital signage, and the metrics to go along with those goals.

6. Define Content Requirements

Content is king. Again, this will vary based on not only your industry and your business but on the goals you are trying to reach and the challenges you’re trying to address. One thing is certain across the board though: compelling content is critical if you want your digital signage to be successful. Considering your digital signage design is important.

7. Define Network Requirements

You may need to loop in a co-worker in the IT department to help with this element. What does your digital signage require from your network? How big are your media files? Are you planning for a wired or wireless setup? Can all of the wires properly reach the display? How many displays or devices are you wanting to connect? If you’ll be going wireless, is there a good connection to the router?

8. Define Budgets

Remember the digital signage champion we talked about earlier in this guide? They’ll need to put together a budget for digital signage including implementation and maintenance. A complete budget will include hardware elements, software, installation costs, and content creation expenses.

9. Choose your Software

Digital signage software is the central platform for creating, deploying and managing dynamic content on your digital signs. It’s essential to choose the right software that will meet your company’s unique needs. The content management system (CMS) you chose will effect every area of your digital signage display. It can affect the available layouts for your display, playback, which apps you have access to like social media apps and more.

10. Decide on a Media Player

Media players are another critical component. Do your needs require displaying on 1 screen or 100? That will be important in choosing a solution. Options range from built-in media players to “sticks” or stand alone players. Sticks tend to be less expensive but also have less capabilities. Stand-alone players are larger and more expensive but also more powerful.

11. Choose your Screens

At a basic level, the choice is between commercial and consumer grade screens. Commercial grade screens are highly recommended for businesses as they are built for durability and long term usage. For instance, a digital signage screen may need to stay on 24/7 where a consumer screen wouldn’t need to stay on this long. Commercial grade screens do require more investment up front but you can expect a better result over a longer period of time.

12.Implementation and Rollout

It’s important to make sure you have a thoughtful plan in place for actually installing and implementing your digital signage. Who is responsible for rolling-out the new program and maintaining it once it’s installed? In many instances this person will be the champion we already talked about, but not always.

  1. Procuring components
  2. Training the team
  3. Creating a content guide and schedule
  4. Rolling out a pilot program
  5. Reviewing and refining the project plan
  6. Rolling out the remainder of the project

13. Measure ROI and Adapt

ROI, or Return on Investment, represents the efficiency of an investment. The goals you determined earlier in the process should have specific metrics tied to them. Set up a regular review cycle for measuring this data and reporting on it.

Frequent Challenges in Digital Signage

Before you go all-in on a digital signage solution, it’s important to understand some of the challenges you may end up facing. The most substantial hurdle we hear about from clients is keeping content fresh and engaging. One of the most important advantages of digital signage is that it’s not static — it’s incredibly flexible and customizable. But companies that don’t take advantage of these features often find that signage isn’t performing how they’d hoped. To maintain digital signage’s effectiveness, it’s important to change content frequently. Many users report only changing content once per month, and that’s simply not enough for most industries.

Digital Signage Guide Takeaways

Digital signage works. Savvy business owners are implementing it at a rapid pace, with 60% of enterprises without digital signage in their stores planning to invest in the technology within the next two years.

Digital Signage Guide Infographic

We also created an infographic below you can use as a guide with the 13 steps of digital signage:

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Mvix Digital Signage

Mvix Digital Signage

A leading provider of digital signage solutions with free content-rich software. Display dynamic content on your screens easily! www.mvixdigitalsignage.com