Digital Signage for Beginners

What you need to know to manage your displays

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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 sophisticated name its not one of those concepts you need an IT degree to understand. So in plain words

digital signage

is.

Digital Signage for Beginners

-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.

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: its 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).

Digital Signage for Beginners

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 reuse components when changing others so you dont 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 systems advantage is that is being very tested, the rate of errors is very low. The disadvantage is that youre 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 doesnt 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 companys 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 its 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.

Digital Signage for Beginners

How high a priority should you give to the systems 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. Dont commit any resources until youve 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 smallwith 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, brancheslimited to their branch/ screens). Remote control. You should be able to access the system at any time from any location with an Internet connection, thats 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:

Digital Signage for Beginners

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, were offering free email customer support).

Digital Signage for Beginners

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. Thats it- youve now started to communicate to your audience.

Digital Signage for Beginners

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Cloud- based digital signage

Digital Signage for Beginners

Your PC

Your data

Media player

Screens in your locations

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 youd 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)

Digital Signage for Beginners

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

Digital signage and other advertising media

Digital Signage for Beginners

If youve 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. youve only got one chance to make a good impression; 2. theres no way to measure your ads number of views; 3. youre 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 cant 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 cant 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 audiences undivided attention. 4.

Radio-

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

Digital Signage for Beginners

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 cant 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 doesnt eliminate the need for other marketing efforts. Clear Channels study and the 2011 UK Digital Out of Home report both acknowledge digital signages 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 youve downloaded this whitepaper youre 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 weve highlighted the main purchases youll need to make. This is not an exhaustive list and its likely that you might need other bits and pieces, depending on the specific needs of your organisation.

Digital Signage for Beginners

The software. Its 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 wont have to buy any licenses; youll 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 youre 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. Its 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 arent suitable

If digital signage is like having your own TV Channel, then why cant one just use a TV? Simply put, because TVs werent 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.

Digital Signage for Beginners

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 themthat allows you to upload, schedule and deliver your own message to your own audience. With TVs, you display somebody elses 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 youre using a TV- youre 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 theyre 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 theres an Internet connection you can use.

Digital Signage for Beginners

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.

Digital Signage for Beginners

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 detectives 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).

Digital Signage for Beginners

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 youre 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 systems 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 didnt know about.

Digital Signage for Beginners

7) Choosing the wrong location for your devices. If theyre not visible, your system isnt fulfilling its purpose (hence its 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 systems ROI and impact, after youve 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. Well 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/

Digital Signage for Beginners Digital Signage for Beginners

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).

Digital Signage for Beginners

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

Digital Signage for Beginners

Streetly Academy uses digital signage powered by our software

Quadrant Lounges 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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