5 Pitfalls To Sidestep During A Digital Signage Deployment

Once you have made the decision to have a digital signage network installed into your venue, the challenge becomes ensuring a smooth, problem-free deployment. There are countless issues that can surface, threatening to delay - and even derail - the installation and launch of your system. The more you plan in advance, the greater the likelihood you'll avoid major setbacks.

This article will explore five potential hazards on the road to rolling out your digital signage network. Most can be avoided with a little upfront preparation. While the following represents only a small portion of the possible pitfalls, they are among the most common.

The initial investment required for a digital signage platform can be substantial. The screens, media players, servers, and various software pose a significant cost. However, it's important to realize that your expenses do not end once your DOOH system has been installed. They are ongoing.

The hardware will occasionally need to be repaired, and eventually need to be replaced. The software may need to be upgraded as your needs change. Technical support, usually included as part of the purchase contract for the first few years, will become an annual cost down the road. Plan your budget around these expectations.

Be wary of planning your digital signage network's launch around an event scheduled to occur on a specific day. A typical DOOH deployment - even a small one with less than ten screens - usually encounters a few snags along the way.

Create a tentative timeline for each stage of the installation. Monitor the team's progress, and make adjustments to the timeline when necessary.

There are hundreds of screens, media players, and servers on the market. While each product is similar to others, each is also different. There are also hundreds of content management systems, player software applications, and file transfer apps available. They too are similar in some ways and different in others.

The installation and integration teams may not be familiar with every product you have chosen for your digital signage network. Configuring these products will likely require extra time. Plan for such contingencies. In the event that multiple products are unfamiliar to those who are installing your DOOH system, flexibility in your timeline will be useful.

Given the technical issues involved with a DOOH installation, it's easy to neglect content creation and testing. Often, at the last possible moment, it becomes clear that the clips have not been finalized. With the launch a few days away, the process is hurried, and the content is streamed across the network without sufficient review.

Develop a clearly-defined content strategy upfront. Detail what you hope to achieve with your digital signage clips, taking into account your network's objectives, marketing plans, and any limitations posed by the DOOH platform. Ideally, you should have plenty of time to review - and if necessary, modify - the clips prior to distributing them to your screens.

If your digital signage network is very small (less than ten screens), the venue into which it is being installed may require no modifications. It's essentially a "plug and play" environment. On the other hand, a larger DOOH system may require that significant changes are made to the venue before it can be installed.

For instance, a wall may need to be knocked away to provide ample walking room for passersby; an existing electrical circuit might need to be upgraded to support nearby screens; or, an area that is ideal for multiple screens requires lighting work. These changes are possible, but can play havoc with a deployment plan that offers too little flexibility.

Realize that it's impossible to plan for every circumstance. Problems will surface that threaten to disrupt the installation and integration of your digital signage network. Leave room in your timeline to absorb unforeseen snags.