Making Digital Signage Work In Train Stations

A digital signage network can prove useful - and profitable - in a variety of venues. Within retail environments, the screens can lift in-store sales; in hospitals and museums, they can provide interactive maps for visitors; on university campuses, DOOH can be used to communicate emergency information to staff and students. These and other venues provide a seamless home for a carefully-planned digital media solution.

Train stations pose unique challenges for a digital signage platform. In this article, we'll take a look at the obstacles to a successful deployment, including the potential problems confronting the installation of your network's screens. You'll also learn how a train station's infrastructure poses certain logistical issues.

Train stations - as well as all public transit facilities - are operated by the cities or municipalities in which they are hosted. The problem is, operational costs are rising. This leaves two options: raise ticket prices or find alternative sources of revenue, or both. Currently, advertisers and brand marketers contribute to a transit facility's bottom line by purchasing space on static signs. A digital signage network offers important advantages.

With static signage, each position within the venue or on individual trains must be set aside for a single advertiser. This limits the revenue that can be generated from a single location. In contrast, a DOOH screen can rotate through a loop of promotions from multiple advertisers, increasing each location's aggregate revenue.

Also, the digital screens provide a valuable communication platform through which to relay important information. Reports regarding service delays, traffic conditions, and emergencies can be broadcast to relevant locations. Additional content (e.g. sports scores, news headlines, etc.) can also be streamed to the displays in order to add value to each passenger's experience.

Despite these advantages, there are potential pitfalls involved with launching a DOOH network within any type of public transportation facility. The decision to do so must take into account certain limitations.

 When a network is deployed within most venues, the screens and other hardware can usually be installed during a business's "off hours." That way, the deployment team can work without concern for passersby. Deploying hardware within a train authority, however, is much more complex.

First, the trains are always in operation, which means the deployment team must work among the visitors and passengers. Second, there are continuous interruptions. For example, when installing screens on a platform, the team must move in order to make room for those boarding or leaving the trains. Because of these circumstances, installing a network requires more time and flexibility than in other types of venues.

Most train stations were built decades ago. Consequently, few are designed with the flexibility to easily host a DOOH platform. In some cases, power outlets may be unavailable for the screens. In other cases, the platform may be built in such a way that the displays cannot be physically supported. This may be the case due to structural design or regulations.

These limitations raise the cost of deployment. If structural changes are needed, they may also lengthen the time required for a full installation.

 In most government agencies, multiple groups are involved in decisions regarding wide-scale changes. So too, with a digital signage deployment, cooperation among the various groups is critical to moving forward. This can be a frustrating process for the uninitiated. Each department will likely have disparate objectives; some may be incompatible with others. A successful DOOH installation can only occur if consensus is built among these groups.

To be sure, every venue is unique. Every environment poses potential issues for a digital signage deployment. Train stations, in particular, can be problematic due to the logistics of installing the hardware and working with multiple groups. With a carefully-planned approach, however, these hurdles can be scaled.