Casino Mar 09 P48-50 2/26/09 10:00 am Page 50
SCREEN MEDIA
customer directions around a large complex, is to hang screens too high – this does keep them
often interactively through a touchscreen – is a clear of other fixtures but also greatly reduces their
common application, as is queue management. effectiveness. Many digital signage networks are now
In situations such as cash desks and fast-food turning to screens that are ingeniously built into
dining where customers must line up to be other fittings rather than conflicting with them – in
served, digital signage can help not only reduce casinos, for example, slot end-caps are popular.
the perceived wait time by diverting their Just as crucial as putting the screens in the right
attention, but also provide them with places, of course, is putting the right content on them
information on the decisions they will shortly at the right time. Most professional digital signage
need to make (menu choice, for example) and software will handle a wide range of video and image
thus reduce the actual wait time. And in the formats created in standard PC applications so the
casino area itself, screens are a colourful and obstacles here are not so much technical as creative.
engaging means of explaining game rules and Whether your content is being produced in-house or
techniques to novices. by an external agency, it is vital that everyone involved
Finally, don't overlook the possibilities of employee- grasps that the requirements of digital signage are
facing, back-of-house digital signage, which can be different to those of television or the Web.
used for training, updates on compliance You may have the audience's attention for just a
requirements, announcements of special events, and so couple of seconds, so it is necessary to get the call to
on. If a multi-channel digital signage network is being action across in as clear and concise a manner as
installed at a site anyway, the marginal extra cost of possible: as a rule, narrative exposition doesn't work
adding on a back-of-house network may be quite small. in digital signage, except for certain information-rich
Many digital signage networks fulfil more than one purposes (such as explaining how a game is played)
of these functions, although it is probably true to say where it's reasonable to expect some commitment on
that the most successful are focused in their the viewer's part to watch for a while. For that reason
ambitions and clearly prioritise which roles are more there is currently something of a backlash against the
important and which less so. Certainly, it is confusing popular practice of splitting screens into multiple
to customers if the same screen serves numerous zones with different content in each, the argument
different purposes – so where it is desired to have (for being that far from engaging the viewer more deeply,
example) way-finding, restaurant menu promotion and this simply ensures they miss most of the content.
game help all on-screen, it's best to dedicate separate Audio is used in some digital signage networks
screens to each function and to differentiate them although in the noisy environment of the gaming
visually so that the customer can quickly determine floor, at least, it is unlikely to be worthwhile – except,
where to look for the information they need. perhaps, to add to the cacophony of jackpot win
announcements.
What goes where? When it comes to scheduling content – deciding
Screen location is important to maximise the what's on where and when – common sense has
effectiveness of your digital signage, too. Some many of the answers and the marketing department's
location decisions are obvious – way-finding screens deep understanding of your customers has the rest.
should be adjacent to high-footfall thoroughfares There are clearly optimum times for promoting
(but not right on them if they require the customer certain meals, for example.
to stop and interact); screens explaining a particular
game should be near the tables where that game is What now?
played (but primarily visible to onlookers rather than The first practical step toward establishing a digital
players). Others are a little counter-intuitive: there's signage network is to establish a working group to
not much point promoting the full-service restaurant develop the rationale and the broad outlines of the
menu in the dining room itself, because at any given approach to ensure it is aligned with overall business
time most objectives, look at some existing installations, and get
customers will a feel for the options available – and those likely to
have already emerge in the next few years – by attending a few
ordered. major events such as Screen Media Expo.
As a general At minimum, this group should include input from
rule, big screens marketing, operations and IT functions, although
are better for some veterans suggest that digital signage projects do
conveying simple proceed best when one individual is given ultimate
messages to large oversight – and that certainly need not be a
numbers of technology person. For although digital signage is
people, small driven by some of the most up-to-date technology
screens for more available, at heart it's about an age-old principle of
complex good business: connecting with your customer.
messaging to
individuals. A Barnaby Page is editor of www.SCREENS.tv , the Web
frequent mistake portal for digital signage users
50 MARCH 2009
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