Digital Signage for Beginners

What you need to know to manage your

displays

Provided Courtesy of

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What is digital signage?

From our experience digital signage is a rather uncommon term with no meaning

to others than the industry professionals. Despite its sophisti-

cated name it’s not one of those concepts you need an IT degree to understand.

So in plain words digital signage is….

-a form of electronic display showing advertising and public information

in private and public areas (shopping malls, hospitals, colleges, retails, small

shops, waiting rooms, restaurants) both outdoors and indoors.

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In its simplest version, the system has three elements:

- The content (the message you are going to display on your screen. In digital

signage terms this translates into types of files your screens are going to

display: HD videos, bitmaps, flash content, RSS feeds etc.) Your project

should revolve around this aspect- how are you going to transmit your

message depending on what message you are trying to transmit;

- The hardware: the screen itself (LCDs, 10’’ digital signboards etc.) and the

computer or media player that stores your content and sends it to the

screen(s);

- The software: it’s that critical piece of the puzzle that allows you to upload the

content and the media player to read and transfer your information to the

screen(s).

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Choosing the right type of digital signage system

At the moment, there are two options on the market:

1. An open system architecture- the digital signage software and hardware

are agnostic of each other, offering you flexibility and the possibility to re-

use components when changing others so you don’t have to start rebuilding

your system from scratch.

2. Closed proprietary architecture- the hardware and the software are

designed to work together, no intermixing with other outside elements. This

system’s advantage is that is being very tested, the rate of errors is very low.

The disadvantage is that you’re locked in a system unable to grow with your

business. If the manufacturer gets out of the business, or stops supporting the

software/ hardware you are using or if the system doesn’t responds to the

needs arising with the time, you will have to renew the whole system and

change both the software and hardware used, taking up a lot of your

company’s resources.

Should you go for an open source or for an off- the-shelf digital signage

software?

An open- source software is usually a community- developed product that

everyone can contribute to and it’s therefore offered for free. Despite the fact that

the software will cost you nothing, it is not a safe enough structure to build your

business on. When problems arise there will be no customer support department

to offer an immediate response and you will have to read blogs in the hope of finding

an answer to your problem. As digital signage is quite a niche product, support and

maintenance must be taken very seriously.

An off- the -shelf digital signage software is developed by a company who takes

responsibility for its quality, maintenance and bug fixes. You will be able to get

timely support and solutions to your problems all with the minimum technical effort

from your side.

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How high a priority should you give to the system’s ease-of-use?

A very high one. A good digital signage software should be written with the end-user

in mind and hence easy to use even for people without technical training. Don’t

commit any resources until you’ve tested it and seen for yourself how easy it

is to understand and deploy.

Because you will be using the software frequently to manage your content (there is

nothing worse than stale content on your screens that will either annoy people or will

make them totally ignore them) you need a product you feel comfortable with and

safe- knowing that support is always available.

Other features you should be looking at

Scalability. This feature implies that your system should allow you to start small-

with one or two screens- and then expand it to a multi-screen, multi-site installation,

as your business and communication needs evolve, without unnecessary

complications (switching to another software/ hardware provider etc.)

Flexibility. The software should allow you to schedule different content to play

automatically at different times of the day, in different days of the week, on different

screens so that your message is timely and relevant. If several persons are

managing the system, you should be able to assign different degrees of authority

according to their role within the company (headquarters- full access, branches-

limited to their branch/ screens).

Remote control. You should be able to access the system at any time from any

location with an Internet connection, that’s what the

cloud- based feature is all about in the end. Your main tasks should be limited to

opening your browser, connecting to your portal and scheduling and modifying the

content you want your screens to play.

Versatility. A modern digital signage software will support full HD video and image

quality as well as live news feed formats. It will also allow the partitioning of

screen (or the creation of ‘’multi-zones’’) allowing you to display complementary

information simultaneously (or in other words different type of files at the same time:

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a photo, a video and Twitter feeds) making the screen more eye-catching and more

informative.

Should you host it or should it be in the cloud?

A hosted system implies that you will have to buy the server software (thus owning

it), build your servers and maintain them. The advantage is that the system is very

secure, if you are hosting your digital signage software nobody from outside your

organization has access to your servers. The downside is that you have to become

a specialist in that piece of software; you are maintaining it as you are maintaining

the servers too which takes up time, effort, money and IT staff. This is the option

usually preferred by large companies who have the necessary resources to host the

system themselves.

Cloud- computing is a popular technology nowadays, as it reliefs the end user of

the task of maintaining servers, backing up data, worrying about band width and data

storage. This implies that the technical knowledge and effort required of you as an

end user is minimal. With automatic and free of charge software updates you will

always use the latest and best version of the digital signage software without paying

anything extra.

The set-up of a cloud- based digital signage software will be quicker and easier

than that of a hosted one and the costs associated with it will be considerably

lower (as there are no licenses to buy and no maintenance work to do).

Unlike a hosted (or premise- based) digital signage software, a cloud- based one

comes with an annual subscription fee, free of charge system updates and

(sometimes) free customer support (at Dynamax, we’re offering free email

customer support).

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How it works

After creating and publishing your content, this will be loaded in the cloud (on the

Internet) from where it will be redirected to the media players that will store it and

send it to the screens within your store(s), venues(s), office(s) etc. This entire

operation is done within seconds ensuring that your message appears on screens in

almost real-time. That’s it- you’ve now started to communicate to your audience.

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Cloud- based digital signage

Your data Media player

Your PC Screens in your locations

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What type of businesses is digital signage useful for?

Digital signage is suitable to any

business or institution that:

- has a message to send;

- and an audience interested in

that message.

The two conditions remain true for

establishments from both public and

private sectors that want to enhance

their communications.

If you own a venue, a local store, a coffee shop, a cinema, a theatre any location that

is visited by people to whom you’d want to tell about your offer and services and

keep them up to date with current information then digital signage can help you do

this, in a quick, easy and cost- effective manner.

Perhaps you will find the following articles of interest:

Top 5 reasons why Higher Education institutions need digital signage (New ebook! Digital Signage for Education now available. Click here)

Top 7 reasons why healthcare institutions need digital signage

5 ways librarians could use digital signage to improve communication and cut down costs

Fitness centre uses digitalsignage.NET to show news and generate ad revenue

Digital signage in Swedish supermarket engages consumers in making prices fall

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Digital signage and other advertising media

If you’ve got a limited budget and are thinking about maximizing the efficiency of

your marketing campaign, digital signage is a worthwhile investment for now and for

the future.

Digital signage differentiates itself from other advertising channels in a number of

ways but mainly in terms of cost, reach and timeliness:

1. Newspapers- Besides the fact that posting an ad in an influential

newspaper, be it local or national, is expensive, the newspaper is usually

read only once. This means that: 1. you’ve only got one chance to make

a good impression; 2. there’s no way to measure your ad’s number of

views; 3. you’re relying on the reader to remember your message and

do something about it. With digital signage you can overcome these risks

by making sure that your ad is seen, read and delivered in an

environment where people can take an immediate action (purchase,

register, ask for more information etc).

2. Magazines- The cost per ad per issue easily reaches hundreds of

pounds/ dollars/ euros and you can’t update the ad copy until the new

release. This usually takes two weeks so if your ad/ message

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contains any incorrect or outdated information you can’t do anything about

it. The main advantage of digital signage is the instant update of data.

You can update your screen content in a few clicks and publish the news

within minutes. Flexible, quick and at a cost of less than 20 pounds a

month.

3. Yellow Pages- are updated once a year and its category- style implies

that your ad is grouped with those of your competitors’. When advertising

and communicating via screens on your premises you get the spotlight

and your audience’s undivided attention.

4. Radio- remained a good way of reaching a large audience. Yet you can

only hope the listeners will remember you and important details about you

such as your website address. As most people are visual, a written

message brought in a meaningful context has a much higher chance of

being recalled and acted upon.

5. Internet. Online advertising is indeed a cost- effective, flexible way of

reaching your target market. Its only limitation is that you can’t control

where your ad is going to be viewed. Digital signage complements your

online marketing strategy by ensuring that your message is seen not only

by the right people but also at the right time and in the right place (while on

your premises).

Implementing a digital signage project doesn’t eliminate the need for other marketing

efforts. Clear Channel’s study and the 2011 UK Digital Out of Home report both

acknowledge digital signage’s complementarity of other advertising vehicles,

provided the communication strategy is clear and harmonious across all channels.

Digital signage has the potential of not only increasing sales but also enhancing

the sales produced by other media too.

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The Got To Have check list

As you’ve downloaded this whitepaper you’re probably

thinking of implementing a digital signage system whether

now or in the future. One of the most important questions

you will be/ are confronted with is:

”What do I need to buy?”

For making things easier for you we’ve highlighted the main purchases you’ll need to

make. This is not an exhaustive list and it’s likely that you might need other bits and

pieces, depending on the specific needs of your organisation.

The software. It’s one of these things which though intangible, are very important. In

order for your content (photos, video, text etc.) to appear on the screen you

need a software that will help you upload it, schedule it, update it and deliver it unto

the screens. For a cloud- based solution, you won’t have to buy any licenses; you’ll

only pay a yearly subscription.

The screen. You can choose a small size screen (like a digital signboard or a

photo frame) which, having its own operating system eliminates the need for a media

player. Due to its size (10”) it can be easily placed on reception desks or near

the cashier allowing you to save space. If however you’re opting for a larger

screen (usually a 24”, 40” LCD) then you would need either a media player or a

PC to complement it.

The media player would cost you around £170, offering enough capacity for storing

thousands of still images or 120 minutes of video. It’s a basic tool that achieves a

basic task: delivers your content- from your computer to the screen.

The choice of digital signage software is arguably the most important one

because it affects the type of content you can display (and thus the form your

message is going to take and consequently its effectiveness).

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Why TVs aren’t suitable

If digital signage is like having your own TV Channel, then why can’t one just use a

TV? Simply put, because TVs weren’t designed for commercial use or for outdoor

environments. At the same time, LCDs became the most popular type of digital

signage displays according to an industry study (POPAI), due to their technical

features as summarized below:

1. LCDs are more resistant than TVs in terms of amount of usage, as they

were specifically made to play day in and day out and last for considerably

longer than a normal TV.

2. LCDs have built-in temperature controls which- if missing, as in the case of

TVs, lead to overheating and image display problems. Besides that, TVs are

not covered by warranties when used for commercial purpose.

3. They have a larger viewing angle and a higher brightness for capturing an

audience on the move, being clearly visible over long distances.

4. In terms of design and feel, LCDs are meant to attract attention and appear

as more interesting objects to look at than the plain TVs. Once this happens,

the message is safely delivered to your audience.

5. LCDs are accompanied by media players and the software behind them-

that allows you to upload, schedule and deliver your own message to your

own audience. With TVs, you display somebody else’s news and ads,

irrespective of the particular needs and interests of your audience and

organization.

6. LCD enclosures are a type of protective gear specifically created to impede

the stealing and the physical abuse of LCDs. In the same time, there is no

bespoke equipment for securing TVs when used in public areas.

In conclusion, if you’re using a TV- you’re not in the business of digital signage (yet)

and are limiting yourself to only entertain but not communicate with your audience.

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Evaluation tips for digital signage software

Choosing the right digital signage solution might be a difficult task given the high

number of digital signage vendors and their seemingly similar propositions. Before

deciding for one in the detriment of others, make sure you screen them based on

sound evaluations criteria.

Your software should allow you to get started quickly. SaaS applications

are meant to be for DIY digital signage systems. They should be

straightforward enough to allow you to set up a portal and use them within

minutes. If they’re not, get to the next vendor.

As it name says, a cloud-based solution should allow you to control the

system over the web. This implies that you should be able to access your

portal and update the content on the screen from everywhere, at any time

provided that there’s an Internet connection you can use.

The software should aggregate all your data in a central database,

accessible over the Internet (see point 2). This will allow you to modify content

from all screens, simultaneously, from the same portal.

Thanks to the capability mentioned above, the software should enable you

to update the information displayed on your screens in almost real-time.

If you upload a new photo, presentation or video this should be displayed

almost instantly on all the devices you want it to appear (depending on the

speed and strength of your Internet connection).

You should be able to schedule the messages you want to display in order

to ensure they are relevant and targeted. Your software should allow you to

choose the time of the day and day of the week when these will be played.

Reporting feature- as a user, you should be informed about where and

when your files have been played, as a proof that the system is working

properly. digitalsignage.NET for example, offers you a reporting feature.

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Can you use layouts? Layouts allow you to display different information

simultaneously. For example, you can show a video in the right hand-side of

the screen, an announcement on the right and news ticker at the bottom. You

may not wish to do so and you may want to use a full-screen. In any case,

you should be given the choice.

Make sure that you can integrate social media into your digital signage

project. Displaying your social media channels on your screens will not only

allow you to keep content fresh (nothing is worse than stale content when it

comes to digital information displays) but it will also help you to promote your

social media networks. The most common practice is streaming your Twitter

feeds as a ticker at the bottom of the screen. Your tweets will be more

appealing to an audience already in your locations.

The software should have a proven history of successful, scalable

deployments. It should allow you to start with a couple of screens and grow

your network at your pace, to tens and hundreds of displays if the case. Do a

bit of a detective’s work and look for case-studies and press releases about

the company. This will also help you understand how solid a business the

vendor is and if it can be eligible for a long-term partnership.

Support- make sure it is at hand when you need it. Can you contact the

vendor or the reseller by email and/or by phone? How quickly do they

endeavor to reply? It would be advisable to work with a company from the

same time zone with yours so you avoid having to wait until the sun rises at

the other side of the world.

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Top 9 mistakes to avoid when managing your information displays

Not all digital signage projects are successful. Some fail because of problems that could have been easily avoided. The following mistakes may seem obvious but we see people committing them all the time.

1) Not paying enough attention to the pre-selection phase. Obviously, going for the

first vendor you come across is a risky move. Not preparing properly for your project

will involve unnecessary pressure and might imply spending more than you would

have done in normal circumstances (check out our bullet-point checklists to go

through before going for digital signage).

2) Skipping the testing stage. Any respectable digital signage software vendors will

offer you a 1 month free trial (usually no credit cards required) so you can explore

the features and test the user-friendliness of their software. Do take advantage of

the chance to see how their product works at no costs for you. If you’re not given this

option, disqualify the vendor.

3) Stale content. Digital signage is about timely communications and latest news. If

you will display the same information week after week, you are wasting the

resources invested in the system and are deterring your audience (be it students,

customers, employees or any other) from considering it a viable source of

information. Check our article on content errors that could slash your system’s ROI.

4) Using a solution that will ‘’lock you in’’. You should be able to switch between

vendors if you decide to do so at a later date, easily and without having to replace

everything you have in place. The offer should be flexible enough to allow you to

change a piece of the puzzle while maintaining the system in place. Verify this

aspect before you make a commitment.

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5) Forgetting about support. Free or for a fee, support must be there when needed.

Make sure the vendor or the reseller are able to provide a prompt reply when

problems occur and that you know how much this will cost you ( like us, most

software vendors will usually offer free email support.)

6) Not requesting training when you feel you need it. In comparison with the costs

of not using the system at all or not using it properly, the training costs can be

considered an investment. Understanding how to use the software and what you can

do with the system allows you to maximize its utility and discover features you

probably didn’t know about.

7) Choosing the wrong location for your devices. If they’re not visible, your system

isn’t fulfilling its purpose (hence it’s wasted). The best locations are those in which

you have a ‘’captive audience’’- like waiting rooms, lounges or shops where people

actually spend some time, while the worse ones are those in which viewers hardly

ever stop or are rarely to be found.

8) Not having clearly identified goals for your system. Arguably, before doing

anything else you should determine why you want to achieve using digital signage.

Otherwise, why would you invest in it? Depending on your organization or business

these could be anything from increasing sales to spending less time sharing

information with interested parties.

9) Not measuring the system’s ROI and impact, after you’ve set the goals. Besides

informing, your displays are also about convincing viewers to take an action (buy,

attend, enquire etc.). Measuring the tangible effects of digital signage is not a

straightforward exercise. We’ll provide you with some tips on the matter in the near

future.

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Want to know more?

Then all you have to do is give us a call or send us an email. Our UK support team is at your disposal. You can also request a free trial using the link and button below. http://info.digitalsignage.net/free-trial/

Dynamax Technologies Ltd Innovation Centre, 1 Evolution Park Haslingden Road Blackburn BB1 2FD Phone: +44 1254 503 666

info@digitalsignage.net www.digitalsignage.net

www.digitalsignage.net/blog Twitter : @Dynamaxworld

Facebook : digitalsignage.NET

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Glossary

Content management software- software used to schedule and manage the delivery

and playback of content on one or several devices (also known as digital signage

software).

Digital signage- a form of electronic display showing advertising and public

information in private and public areas

Display- the screen; the device you are going to show your message on (LCD, LED,

photo frame etc).

DOOH- digital out of home, a form of electronic display showing info and

advertisements in public and private areas (shopping malls, colleges, hospitals,

waiting rooms etc).

Dwell time- the average time people spend consuming advertising and information in

the defined space- store, shopping mall, reception area etc. (The 2011 UK Digital

OOH Handbook)

LCD- Liquid Chrystal Display. Screens capable of displaying high quality images with

good brightness and high levels of ambient light (The 2011 UK Digital OOH

Handbook)

Out of Home TV (OOH TV) - screens in public areas (local shops, hair dresser

salons, waiting rooms, malls etc.) displaying content (ads, news) with or without

sound, for informing and entertaining an audience (The 2011 UK Digital OOH

Handbook)

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Examples of digital signage applications

Streetly Academy uses digital signage

powered by our software

Quadrant Lounge’s information display

Digital poster in East End Foods store

controlled by our application

Time Capsule of Preston College powered by digitalsignage.NET

Check out our other whitepapers

Digital Signage for Education Digital Signage for Retail

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