What’s behind a Digital Signage display: from content strategy to analytics
Since its inception, Digital Signage has been much more than just a screen displaying content. It’s a sophisticated system made up of closely interconnected components that depend on each other to function effectively. In this article, we’ll uncover these key elements—essential knowledge for creating truly effective and interactive digital communication.
When we say “Digital Signage,” we’re confident the first image that comes to mind is a screen or a kiosk. We know this because every time we explain our business to a newcomer, we often say, “You know the touchscreen at the post office where you grab your ticket? That’s it.”
In this article, we aim to take you beyond that touchscreen, exploring the core components of a Digital Signage system, where the display itself is merely the final interface in a larger, well-tuned setup. A system only performs optimally when each of its parts is correctly fine-tuned.
How? By understanding each system component and how they interconnect.
While Digital Signage may seem simple at first glance, it presents unique challenges: screen positioning, monitor size, content quality, update frequency, and more.
A full, 360° understanding of Digital Signage is the only way to address and overcome these challenges. This includes everything from hardware to software, content to analytics.
Most businesses, unfortunately, have only scratched the surface. They don’t realize that a comprehensive understanding could help them anticipate and manage many critical aspects of these systems.
An organization aiming to educate businesses on the entire picture is the Digital Signage Experts Group (DSEG). This expert network was created to address the growing demand for impartial knowledge and skills in Digital Signage.
The DSEG also aims to provide the industry with recognized certifications, establishing professional credentials that enable businesses to distinguish themselves in the market.
Let’s now dive into the Digital Signage system and its essential components. Just as certain laws govern the physical world, there are essential “milestones” in Digital Signage that ensure effective, cutting-edge communication.
There are seven key elements, whether for a hotel lobby screen or an industrial network of 10,000 displays.
Presented in intentional order, these elements reflect insights from the Digital Signage Federation (DSF) and its former president, Phil Cohen, who argued that everything begins and ends with a solid business plan—not with hardware, software, but with strategy.
Let’s look at them in detail.
1. Strategy
A large percentage of Digital Signage projects fail due to poor business planning. It’s essential to clearly define why you want a Digital Signage network.
Be specific about the objectives the system should achieve, who will evaluate success, and how. Examples include brand building, sales growth, information dissemination, and user engagement.
A primary goal that should always accompany these objectives is ROI (Return on Investment)—the difference between the benefits gained and the investment made. Alternatively, you might consider ROO (Return on Objectives), where success is defined by goals achieved rather than revenue generated.
Most often, a combination of ROI and ROO is used to evaluate the effectiveness of a Digital Signage network.
Closely related to this is the concept of collaboration among companies. Many that implement Digital Signage don’t manage every element in-house, often relying on external expertise for certain parts.
2. Content
Content refers to the multimedia elements displayed on the screen that convey a message. Creating effective content requires considering three main factors:
- The message’s goal
- The environment where monitors or kiosks are located
- The audience’s demographic profile
The content creation process goes beyond merely reformatting material meant for print or offline channels. Additionally, analytics provides a valuable tool, offering data and statistics to assess performance and identify areas for improvement.
3. Design
Thoughtful design can greatly enhance the likelihood that strategic objectives will be met.
To create a truly effective system, consider elements such as:
- Indoor or outdoor environment
- Lighting conditions
- Foot traffic
- Number and placement of screens
- Potential vandalism, requiring additional security
- System size and geographic distribution
Answering these questions enables you to design a system where hardware and software are perfectly aligned, resulting in a manageable and successful Digital Signage solution.
4. Software
Choosing the right CMS (Content Management Software) is essential in Digital Signage network design.
With over 300 providers on the market, finding the right one can be challenging. As a rule of thumb, most CMS solutions offer similar features; the main differentiator is user interface. If you plan to manage the system yourself, look for an intuitive, user-friendly interface.
CMS solutions can generally be divided into two categories:
- SaaS (Software as a Service), which is cloud-based
- Integrated software packages, which are pre-installed with hardware
This classification is a helpful starting point, but is not the only criterion for a final decision.
5. Hardware
Hardware in Digital Signage includes more than just the player that drives content to the screen; it encompasses all physical components: monitors, brackets, players, cables, connectors, and signal management systems.
Choosing the right hardware involves matching components to the specific needs of the system. Today’s Digital Signage hardware manufacturers maintain high standards, so your choice will mainly hinge on cost, product availability, and maintenance costs.
6. Connectivity
Connecting displays to a server forms the “nervous system” of a Digital Signage network. To create one with excellent performance, the choice of internet connection type is crucial.
A wired system can be an option but is often limited by display placement. Meanwhile, wireless connections, though more flexible, may pose challenges in terms of signal reception and bandwidth.
7. Management
Managing logistics, installation, network infrastructure, and system maintenance is as important as the other six elements above.
Daily maintenance is essential to keep the system functioning optimally, keeping operating costs under control. Without regular upkeep, unexpected maintenance costs can arise, impacting ROI negatively. Preventive measures are the best way to avoid system breakdowns.
Now, you can see that Digital Signage isn’t just about a network of screens displaying content. It’s about the team strategizing, the creatives designing, the developers building software, and the technicians ensuring day-to-day performance.
In short, there’s far more to Digital Signage than meets the eye.