A Bird's Eye View Of Your Digital Signage Network

While digital signage has yet to reach its tipping point, it is becoming more popular as a communication and advertising platform each year. Venues as varied as universities, hospitals, museums, sports arenas, and government facilities have deployed DOOH platforms. Meanwhile, signage networks are becoming ever more ubiquitous within retail environments. It is not uncommon to find them installed within grocery stores, clothing boutiques, and malls.

Hardware and software costs continue to decline, making the benefits of a DOOH platform more compelling than ever. Below, we'll explore the individual components of a digital signage system. We'll cover both hardware and software, from the media players and screens to the mounts and cabling.

In order to gauge the effectiveness of your digital signage platform, it is critical to define your objectives. For example, within a retail environment, you may want to lift aggregate sales volume, or sales for a particular item or brand. Within a corporate office, your goal might involve boosting employee morale, and thus lowering staff attrition. In a hotel, digital media can be used to provide guests with directions and mapping, and to promote the hotel's services.

The only way to know whether your DOOH network is delivering a positive return - whether measured on investment or objective - is to establish clearly-defined goals. This should be done prior to installing the platform.

The prices of flat panels have plummeted over the past few years. While the screens continue to represent the main portion of a DOOH investment, the cost of entry is far less today than in the past. This is one of the key drivers in the industry's growth. Because it costs much less to purchase and deploy a digital signage network, more companies are doing so.

It's worth noting that some screens are designed merely for displaying content while others can also support touch-screen interactivity. Your choice should follow your objectives (another reason to map them out in advance).

The servers you use to distribute your content will play a key role in the types of clips you can display. For example, an inexpensive media player may be incapable of handling video (though it may be suitable for your needs). On the other hand, a server equipped with top-of-the-line components might be able to support nearly every type of content imaginable. But given the higher cost of such hardware, it may represent a poor investment.

In addition to the physical media players, you'll need player software. This includes a content management system (CMS) for organizing and scheduling your clips. Depending on your goals, you might also need ad management software. These pieces are just as important as the hardware since limited flexibility can hamper your efforts down the road.

 When it comes to buying mounts for your signage screens, keep two priorities in mind. First, the mounts need to provide a secure hold. This seems obvious, but some mounts are less sturdy than others. Second, they should be invisible to passersby. The most effective mounts are those that are hidden from view, or at least visually appealing.

Mapping out your cabling needs is more complex than it seems. You'll need to consider the distance between your player hardware (i.e. media players) and each of your screens. You'll also need to determine the type of signals to transfer over the lines. Are you planning to incorporate high definition video and audio into your clips? If so, you'll need higher quality cabling than would be the case for simple template-based content.

The digital signage components described above function as the vehicle for your content. While each piece is essential, it is your content that ultimately drives your audience to take action. The first step, however, is outlining your goals and building a DOOH platform that suits your needs.