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How To Plan Your Digital Signage Project

Follow this simple process to get your digital signage project off to a good start.

There are four components to every digital signage project:

1. Software: a content management software (CMS) allows you to display content on your sign(s).
2. Hardware: the physical parts of the project such as a display, a media player (unless your panel has an onboard operating system), and wall mounts (if needed).
3. Content: this is what appears on your sign(s). It can be text, images, video, calendars, and more.
4. Strategy: It is the plan that you will use to ensure that your project is successful.

To get your digital signage project off to a good start, you should have a solid plan. Today, we'll focus on how to set goals, decide on the right location for your digital signage, and more in order to make the most of your investment.

Why should you care about digital signage?

Digital signage is one of the most effective ways to communicate with your audience. Regardless of location, or application, digital signage draws attention. There's no denying it: static signs, posters, and flyers are just not nearly as compelling or effective as a digital sign.

Through powerful calls to action and engaging visuals, digital signage can enhance your marketing and advertising initiatives. If you're looking to enhance communication with customers, visitors, staff, or students, digital signage will get your message across better than any other media. Research has shown that digital signage attracts the attention of 63% of people1, leading to a difficult decision not to use it.

Defining your goals

In order to get your digital signage project off the ground, the first step is to determine your goals.

What do you want to achieve?

Before you begin setting up your digital signage, you should know what it is supposed to accomplish. Your goals will influence all other factors associated with your project such as the type of display you use, the Media Player you require, where your displays are located, and what kind of content you will show.

Think about why you need digital signage - what are you trying to communicate? To whom are you looking to draw attention? And when you have their attention, what are you hoping they will do?

Who is your target audience?

After defining your objectives, the next step is to identify and understand your audience. You should learn about their interests, habits and intentions in order to determine how to best target them with digital signage.

An effective way to get familiar with your target audience is writing up a simple user persona. This is an outline of your typical viewer - a breakdown of their interests and motivations. As soon as you have a grasp of who your viewers are, you will be in a great position to figure out how to engage them.

Project ownership: who’s leading?

As with any project, your digital signage project needs a manager/owner. There is one person who is responsible for updating and managing your digital signage. A digital signage project without a management system can easily get pushed to the bottom of a to-do list and forgotten about. The result is stale and outdated content, the exact opposite of what you want.

How to get started

To get your signage project up and running you will need a media player, a display (screen), and a content management software

Media player: the component that enables your display to show the visual content you create.

Display: the screen on which you will display your content. For optimum results, you’ll choose a commercial-grade display panel that will sustain extended periods of usage.

Content Management Software: the platform that allows you to create content and schedule it to show on your displays. Canon most of the time recommends Fusion Signage.

Choose the right location for your digital sign.

Choosing the right location

Digital signage projects without a great content management system can easily get pushed to the bottom of a to-do list and forgotten about. The result is often content that is stale and quickly outdated, which is the opposite of what you want to achieve.

With digital signage, the location of your display panel is crucial to your project's success. The placement of your digital signage should be optimised for your project goals and the audience you are targeting.

In the next section, we'll discuss a few simple tips for finding the right location for your digital signage.

Your content should decide your location

The starting point in deciding on placement is to consider your audience and what you want to tell or show them.

•  If you want to reach students, high-traffic hallways are the best place to do so.
•  If you're sharing updates with your staff in the office, a display placed in the entranceway is sure to attract the attention of those who enter and exit the building.
•  If you are using interactive displays, make sure they are located in a place where people are encouraged to stop and wait. Also, install them at a height that will facilitate comfortable interaction.
•  If you are trying to attract new customers, position your screens in a location where they can always be seen by people passing by, like a store window for example.

Look for high traffic areas

When choosing the best location for your digital signs, you should take some time to walk around the area for a while. Explore and become familiar with your floor plan and look out for high traffic areas.

Ask yourself the following questions:

1. What are people doing? Are they usually in transit or are standing in line for long periods of time?
2. Where are people stopping? What are the common areas where people gather and hang out most often?
3. Can you see any obstacles in the way? Does your space have any physical obstructions such as pillars, staircases, dividing walls or even other signs that could impediment the visibility of a display?

If you discover a spot where groups of people tend to spend more time, then this would probably be the best location for your installation. Gathering this information may seem like trivial or tedious work, but, in the end, it will significantly affect the placement of your digital signage. Remember that tailoring the location of your panels is the essential step that could immensely increase the performance of your digital signage channel.

Viewing height

As a general rule of thumb, the display should be positioned at eye level, since this is where it will be the most visible, and will encourage interaction. While eye level varies depending on the height of your audience, you can approximate the average height of people in your audience and use this estimate to mount your displays accordingly.

You should also pay attention to the angle of your display panels. When you are showing a static presentation (meaning no interactive content) with an extended viewing time, angle your screen downward so that your audience can easily glance up at it. If you’re using interactive digital signage, ensure the height enables your typical target audience to easily interact with content. Free standing touch screen kiosks are ideal for this.

That’s it! Following these steps should set you up on the right track for a successful digital signage project. Get in touch with one of our digital signage experts if you need more help or if you are ready to discuss hardware and software solutions.


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