Digital signage is the display of information on electronic screens in open workspaces and /or on screensavers. The technology enables presentation of multiple videos, image and audio formats, live TV, flash media, PowerPoint presentations, RSS feeds, and breaking news.
The content on digital signs is usually controlled from a single centralised server. Solution components may include displays, media player, management software, project planning, installation, field service, network connectivity, bandwidth and content creation. The major benefits of digital signage over traditional static signs include easy updating of information, images can be animated, and targeted messages can be delivered to specific locations at specific times. Some form of interactivity can also be included.
This tactic is useful for:
✓ Instructing, informing, training, advertising or entertaining.
✓ Broadcasting corporate news headlines.
✓ Presenting the organisation’s latest corporate videos, TV advertisements or TV news coverage.
✓ Providing a dashboard of key performance indicators such as sales quotas, customer ratings or share price.
✓ Conveying third-party endorsement of the organisation’s products or services, for example, feedback from customers.
Things to consider:
⇒ Establish clear objectives and define the target audience for each proposed screen location.
⇒ Consider whether the target audience will be internal only or whether content is required for visitor areas too.
⇒ Define the expected return on investment. Digital signage costs can be significant.
⇒ Should digital signage be displayed on screensavers, large screens or both?
⇒ Should messages (and screens) be interactive?
⇒ Can your messages be ‘snack size’ and communicated quickly?
⇒ Ensure digital signage messages are in sync with the rest of your internal communications.
⇒ Include some information just to capture interest, e.g. weather and news updates.
⇒ Define governance – who will control, develop and change content? What are the processes?
⇒ Manage the complexities of digital signage networks carefully, from sourcing and briefing potential suppliers through to operation and maintenance.
Use pre-designed templates that allow you to quickly swap in content. Experiment with message duration to see which messages have maximum impact. Put content on a loop so the viewers have a chance to see it at least three times. Think about the time of day for particular content e.g. morning, lunchtime and end-of-day messages.