Setting Your Sights on Digital Signage

From Paleolithic cave paintings to the enormous “spectaculars” of Times Square, visual imagery has always been an effective way to attract attention and communicate a message. Digital signage technology is an important evolutionary milestone in such communication, making it possible to deliver dynamic, compelling and highly targeted messaging to a variety of audiences.

Although retailers and advertisers were among the first to recognize the value of digital signage, use cases for the technology cross all market boundaries. Hospitals, schools, airports, museums, banks and many other organizations have discovered the value of dynamic, interactive displays for wayfinding, announcements, event schedules and more.

In corporate offices, these systems are often used to display personalized welcome messages for visitors and clients, showcase products and services, and deliver company announcements and news. Many businesses now integrate digital signage with business intelligence and reporting systems so they can track and visualize important company metrics.

Market Research Engine projects the global digital signage market will exceed $27 billion by 2022, growing at a 6.5 percent annual rate. Speed and flexibility are considered prime drivers for the technology across all verticals. Digital signage platforms allow organizations to design, publish and change content far more quickly than with traditional communication via paper posters, bulletin boards, fliers and other print media.

While the benefits are well-established, this is not a do-it-yourself technology. Implementing digital signage involves much more than setting up monitors throughout your facility, connecting them to a media player and hitting “play.”

Key to an effective digital signage strategy is the ability to quickly and efficiently update, modify and rotate messaging. You may want to show a welcome message and a directory on a lobby display, while simultaneously delivering sales projections in the conference room. That requires a content management system for customizing, scheduling, monitoring and deploying your message over a network of displays.

Content management applications support a variety of audio, video, image and text formats that can be accessed through a dashboard interface and assembled to create messaging. They also may include a variety of templates to make it easier to build and display images. These apps can either be downloaded to a desktop system or accessed through a cloud provider.

Additionally, signage systems include an authoring console, server, content and displays, which are all connected to your network infrastructure. Your authoring console defines the playback format of your content, which is uploaded to a server that distributes the content through the data network to your various displays.

A robust network infrastructure is essential. Digital signage systems have significant bandwidth requirements and can disrupt or slow the performance of other business applications if your network isn’t up to the task. Delivery over WAN connections to remote or branch offices requires special considerations. Additionally, you must have a plan for properly monitoring, managing and maintaining the equipment.

Sequel understands that many organizations that could benefit from digital signage may not have the time, expertise or internal resources to design, implement and manage it. To address this issue, we are working with ImageNet Consulting to provide a comprehensive solution. The solution pairs ImageNet’s extensive experience in digital signage platforms with our strengths in network architecture, implementation and management.

Our readiness assessment will help you determine if your existing network infrastructure will support optimal performance of a signage solution. We can work with you to identify objectives and your usage requirements, and design a solution that meets those targets.

Digital signage delivers proven benefits with a variety of use cases, but projects can underperform without proper planning and expertise. Contact Sequel to discuss what you’d like to achieve with this technology and how we can maximize its effectiveness.