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T o those faced for the first time with deploying digital signage, and even to those who havesome familiarity with the process, the prospect of rolling out digital signage can seem overwhelming.

Not only may the technology of digital signage be new and a bit strange to the uninitiated, but there is far more to consider than simply the hardware and software. In fact, technology may be the easiest part to understand. Where things get a bit trickier is with other equally important aspects of the rollout and the ongoing care and feeding of this powerful communications medium.

In many respects, successfully deploying digital signage is like solving a puzzle. There are many pieces, and they must all fit together precisely the right

way if there’s to be a payoff. Unfortunately for those who don’t deal with digital signage on a daily basis, it can be tough to rec-ognize the pieces needed for success. The guidance presented

here should make identifying the pieces needed to succeed much easier. However, there is one caveat. The puzzle pieces presented

here are macro in nature. Getting into the minutia of successful digi-tal signage is beyond the scope of any single article.

All successful digital signage deployments share four common character-istics: a clear understanding of the purpose behind the rollout; compelling

content that attracts viewers, holds their attention and conveys a message; generating a satisfactory return on investment; and being mindful of key installation considerations.

What’s the raison d’être? The first step to making a digital signage deployment successful is knowing precisely why the system is being deployed. In other words, what is the reason for its existence? At first glance, the answer may seem simple. The signage system exists to communicate a message to the public. While concise and to the point on a basic level, that answer is simply too general to be helpful.

Digital signage can satisfy a variety of useful communications functions, including informational, way-finding, advertising, marketing, theme setting, entertainment or even interactive presentation. Each of these functions can be divided into tens, if not hundreds, of individual, quite specific applications. For instance, an informational digital sign could be used to display menu selections at a restaurant. It also could display arrival and departure times at airports, train stations and bus terminals or even deliver facts and figures to further understanding of the public visiting a museum exhibit.

Thinking about the reason a digital sign or network of signs exists at this level of detail lays the foun-dation for a successful deployment. Identifying the specific communications goal essentially creates a standard against which to measure performance.

Consider a deployment in a retail setting, such as a grocery store or a trendy clothing shop, where the reason the sign exists is to increase unit sales of a specific item by a certain percentage. Having such a goal makes it possible to measure performance, which in turn makes it evident when it becomes necessary to tweak content, reposition the sign and make other mid-course corrections to achieve the desired goal.

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These sorts of benefits aren’t limited to retail applications for digital signs. Wayfinding, informational and other types of digital signage deployments also can only truly be evaluated if there is a clear understanding of the purpose of a sign before it’s ever deployed.

Return on InvestmentWhether or not a digital signage deployment is considered to be a success often comes down to return on the investment. In other words, the dollars generated by the sign versus dollars invested in it over its useful life.

However, when it comes to digital signage determining ROI is rarely so cut-and-dried. For example, to maximize impact digital signage content must remain fresh. Therefore, the ongoing expenses of generat-ing that content that must be factored into the ROI equation.

An even larger, yet often overlooked, component of determining ROI is how communicating with digital signs impacts other expenses. Often in all but greenfield installations, digital signage will reduce or even eliminate the expense of printed signs. Without factoring in the impact of digital signage on reducing the dollars spent on traditional signs, it will be impossible to achieve an accurate reading of the ROI of digital signage.

In some applications, replacing the ongoing expense of print-ing multiple printed signs and backlit Duratrans transparencies with the one-time cost of installing digital signage can generate enough savings to pay for the entire digital signage installation within a couple of years. For example, a casino located in the Midwest was able to reduce its printing expenses to such a great extent by installing digital signage that it paid for its entire in-stallation in 18 months.

Digital signage can be combined with self-service technology to drive customer experience and satisfaction at the point of sale.

Benjamin Franklin popularized the notion that has become an idiom of our day, “a penny saved is a penny earned.” This has certainly been true for Prairie Meadows Racetrack who transitioned from conventionally printed and translucent back-lit signs to digital signage,

saving the facility more than $1 million over five years in printing costs.

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Finally, when considering ROI and digital signage, keep in mind that not all digital signage applications lend themselves to this sort of analysis. Quantifying the return on a sign used to welcome visitors in a corporate reception area or another used as an interactive digital directory in the lobby of a building may not be possible to do in terms of dollars and cents, even though both deliver real benefits.

Content ComponentContent is often described as being “king” when it comes to media, and that’s cer-tainly the case with digital signage. With-out content that engages an audience and delivers fresh, pertinent information, a digital sign might as well display reruns of “Gilligan’s Island.”

Not stranding an audience on a desert isle of digital pabulum requires con-stant attention to content. Keep these tips in mind while developing digital signage content: First, all content considerations should start with the brand in mind, followed by goals, initiatives, and objectives. Only then can a creative content strategy that delivers on the brand promise be developed.

Next, think outside of the box. Each content campaign begins with a blank digital canvas; how that canvas is used to execute the vision for a campaign is only limited by the imagination. Third, know your audience. Getting “lost in translation” is a very real pitfall and can derail a well-executed campaign.

Fourth, less is more. A good campaign delivers a targeted message via an innovative, clean and easy-to-read approach. Images should captivate; text should be concise and dwell times –the period informa-tion is on screen- should give the audience enough time to absorb the message without losing interest. Lastly, research the styles, designs and trends being used in other signage applications.

It’s also important to recognize that digital signage content development is an ongoing effort. Failure to keep content fresh will result in a sharp falloff in the effectiveness of digital signage. Thus, for a deployment to be successful, there must be a commitment to con-tinuing content development.

Installation AdviceA good deal of the initial success of digital signage deployment depends upon installation. With literally thousands of digital signage installations completed over the past decade, we’ve learned some valuable les-sons that can make deployment significantly easier.

First, don’t take on digital signage as an IT project alone. Some overburdened but wellmeaning IT professionals have all but eaten digital sig-nage projects alive. To be sure, the Information Technol-ogy departments are hugely responsible for the smooth operations and security of corporate IT technology, but

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looking at deployment of a digital signage network only as an extension of the IT infrastructure is a mis-take in certain corporate scenarios. Doing so can create unnecessary performance limitations and endless project delays. Most often, digital signage can be installed and wired outside the corporate network, which mitigates security or other concerns. Encourage your IT manager to work with a knowledgeable digital signage system integrator to head off IT-centric issues before they happen.

Second, assign someone to be responsible for the project. Having one individualtake ownership of the project will minimize the impact of the problems that inevitably happen with any complex undertaking. It also will eliminate the deleterious effects of management by committee. With a single person in charge, there’s no chance of conflicting instructions from multiple people leaving a system integrator exasperated and the project delayed.

Third, know the desired locations of the signs. While this seems elementary, it’s oftenoverlooked, or at least not thought through with the specificity that’s required. Knowing exactly where flat panel displays will be located, allows locating digital signage content players where they’re needed; per-mits integrators to plan cable runs; and, perhaps most importantly, minimizes the delay and expensive involved with “change orders.” It also will make it simpler to identify the type of mounting that will be required for the panels, the condition of the wall and wall studs that will bear the weight of the display, the availability of electrical power and the impact of ambient light on the readability of individual signs.

Fourth, work with installers who have general contractor capability. Digital sig-nage installation is messy. Drywall and plaster may need cutting. New power outlets with isolated grounds may need to be installed. It is even possible that structural modifications, ranging from relocating HVAC ducts to reinforcing walls, may be required. Working with a digital signage installer who can serve as a gen-eral contractor will make it easier to bring together the diverse group of tradesmen that might be needed.

Finally, remember the future. Failing to keep future expansion in mind at the time of the initial installation can be costly. Not looking to the future, might mean parts of the network supporting the digital signage deployment may need to be replaced before they’ve been amortized.

Recognizing the pieces needed to assemble the digital signage puzzle is a critical first step towards ensur-ing deployment will be successful. Knowing precisely why a sign or signage network exists helps in defining objectives against which to measure performance. Developing compelling content ensures an audience will actually connect with the sign and take something away that’s useful. Evaluating the return an enterprise can expect on its investment in digital signage technology and content will reveal whether or not the un-dertaking is worthwhile before installation ever begins, and understanding how to go about installation will eliminate unnecessary headaches.

It’s easy to understand why so many businesses, in-stitutions, and governmental agencies are attracted to digital signage. It is among the most powerful media available today. However, to ensure digital signage reaches its full potential, it is necessary to become a bit of a puzzle master. Mastering the puzzle pieces laid out here is a good first step on the path to successful digital signage deployment.

Keywest Technology works through a nationwide network of authorized resellers who provide expert system integration.

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About the sponsorKeywest Technology is an authentic developer of digital signage technology and a full-service provider offering solutions from simple playback to large multi-sign and interactive networks. Keywest builds systems with a holistic approach that includes key software technologies, creative design, system design, and comprehensive network-managed services. Based in Lenexa, Kansas, the company is dedicated to making business communication as enjoyable as a day at the beach. For more information, visit www.Keywest-Technology.com. Or, simply call 800-331-2019 or email Sales@KeywestTechnology.com for expert digital signage assistance.

About the AuthorDavid Little is the marketing solutions manager and owner of Little & Associates LLC that specializes in digital marketing techniques. David developed a strong background in emerging digital technologies as a system engineer during the advent of digital video before becoming involved with marketing in the high-tech industry for the last 18 years. Today, he enjoys applying his marketing insight to solve business problems, create solutions, and enhance customer experiences. Connect with David on LinkedIn: https://www.linkedin.com/in/davidblittle