DIGITAL SIGNAGE SIGNAGE IN YOUR SIGHTS With the ever-growing plethora of digital signage systems on the market, as well as the rapid emergence of
new technologies ranging from mobile and online integration, to facial recognition, to sculpturally-shaped video walls, the seemingly unlimited options can be confusing. A useful way to gain a rapid overview of what’s on the market (both new technologies and established
success stories), benefit from the expertise of those who’ve done it already, and generate some ideas is to attend one of the major industry events. In Europe, the most notable this year is coming up this summer – the European Sign Expo, held at ExCeL in London from 25 to 27 June (more details at www.
europeansignexpo.com). Even if you’re not yet at the stage of specifying and purchasing equipment, it looks set to be a rewarding
event, with a free-to-attend learning programme dedicated to digital signage and screenmedia alongside the main exhibition.
display, or texting a number displayed on-screen to receive a coupon. Interaction, and especially integration with mobile channels and social media, are very much a flavour of the year in digital signage. And there is no doubt that it can add a great deal in terms of engaging consumers, delivering them tangible benefits (or at least extra amusement), and allowing you to capture their details. But like everything else, it must ultimately be in the service of the messages you wish to communicate; it’s not a must-have for its own sake. • Will you run multiple channels for different parts of the venue, or will all the screens show the same thing? More channels means more precise targeting of your message, but also increases the complexity of management and content production. • Will you need audio? Are there any benefits for
your message in gee-whiz technologies like glasses- free 3D? • Who’s in charge? While a multi-disciplinary team
may be originating and overseeing the project, day- to-day management will likely come down to one or two individuals, perhaps a marketing person and a technical person. It’s important to define lines of responsibility for keeping the network going after installation. You’ll also need to take a view on whether video and other content will be produced in-house, or contracted to an outside agency; there are now firms specialising in digital signage content.
Implement Once you’ve made all these decisions – and many
more – you’ll be in a position to specify, with the help of that consultant or integrator, the equipment you need, how it all fits together, and how it can be installed. As we’ve said, the good news is that the technology is not wildly complicated, and in many cases – at least for smaller networks – is pretty much plug-and-play. At heart, a digital signage network consists of screens (essentially industrial-strength televisions), a media player (essentially a
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computer playing videos), network infrastructure to let them talk to one another, and management software enabling you to control the whole thing. Of course, there are
many more sophisticated elements that can be added (for instance, facial recognition of people watching screens, so that different content can be played to different demographic groups), but the fundamental concepts are straightforward enough. Where the challenge lies is in identifying the most suitable products, for there are dozens or even hundreds of vendors in each category, and no market leaders so overwhelming that you can safely choose to simply ignore alternatives. The differences between products may be relatively subtle – all screens and all media players do the same basic jobs, for instance – but they can still make a big difference. For example, some screens will perform perfectly well in a bright foyer beside a big window, while others will be virtually invisible in the daylight. An experienced expert will help you prepare
detailed specifications and then RFQs or similar documents.
Resource Note that we’ve said “resource”, not “run”. Of
course, once your digital signage network is installed you need to run it – but that will be an uphill struggle, perhaps an impossible one, with insufficient resource. So many networks fail to meet their potential because not enough personnel and budget have been assigned, particularly for continuing content production. Ensure there is sufficient provision for this,
however, and your digital signage network should be on the way to achieving quickly those goals that you set out at the beginning of the process, taking advantage of the medium’s abilities to stand out in a busy environment, grab customer attention, and communicate your message.
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