How to Buy Digital Signage

How to Buy Digital Signage.In today's technologically advanced world, digital signage has become an integral part of various industries, from retail and hospitality to education and healthcare. The ability to display dynamic, engaging content that can be updated in real-time offers numerous benefits, including enhanced customer experience, improved communication, and increased operational efficiency. However, with so many options available in the market, buying digital signage can be a daunting task. This comprehensive guide will walk you through the process, ensuring you make an informed decision that aligns with your specific needs and budget.

1. Define Your Objectives

Before diving into the world of digital signage, it's crucial to define your objectives clearly. Ask yourself what you aim to achieve with digital signage. Are you looking to increase brand awareness, improve customer engagement, or streamline internal communication? Understanding your goals will help you choose the right type of digital signage and content management system (CMS) that best serves your purpose.

For instance, if your goal is to enhance the shopping experience in a retail store, you might focus on interactive displays that provide product information and promotions. On the other hand, if you're in the education sector, you might need digital signage for classroom presentations and announcements.

2. Assess Your Space and Environment

The physical space where the digital signage will be installed plays a significant role in your purchasing decision. Consider factors such as the size of the display, the viewing distance, and the ambient lighting conditions. For example, a large, bright screen might be suitable for a spacious lobby, while a smaller, more discreet display might work better in a cozy café.

Additionally, think about the environmental conditions. If the digital signage will be exposed to direct sunlight or extreme temperatures, you'll need a display that can withstand these conditions. Some displays are specifically designed for outdoor use, with features like higher brightness and weather-resistant enclosures.

3. Choose the Right Display Technology

Digital signage displays come in various technologies, each with its own strengths and weaknesses. The most common types include:

LCD (Liquid Crystal Display): These are the most widespread and affordable displays. They offer good image quality and are suitable for indoor applications.

LED (Light Emitting Diode): LEDs are known for their brightness and energy efficiency. They are ideal for large-scale displays and outdoor use.

OLED (Organic Light Emitting Diode): OLEDs provide superior image quality with deep blacks and vibrant colors. They are more expensive but offer a sleek, modern look.

Projection-Based Systems: These systems use projectors to display content on a screen or wall. They are suitable for large areas where a traditional display would be impractical.

Your choice of display technology will depend on your budget, the intended use, and the environmental factors mentioned earlier.

4. Consider the Content Management System (CMS)

The content management system is the backbone of your digital signage network. It allows you to create, schedule, and manage content across multiple displays. When choosing a CMS, consider the following:

Ease of Use: The system should be intuitive and user-friendly, even for those without technical expertise.

Compatibility: Ensure the CMS is compatible with your chosen display technology and any existing hardware or software you plan to integrate.

Scalability: If you plan to expand your digital signage network in the future, choose a CMS that can grow with your needs.

Cloud-Based vs. On-Premise: Cloud-based systems offer flexibility and remote access, while on-premise systems might be more suitable for environments with strict data privacy requirements.

Support and Updates: Choose a CMS provider that offers reliable customer support and regular software updates.

5. Evaluate the Total Cost of Ownership

The cost of digital signage extends beyond the initial purchase price. You need to consider the total cost of ownership, which includes:

Hardware Costs: The cost of the display, mounting hardware, cables, and any additional peripherals.

Software Costs: The cost of the CMS, including any licensing fees or subscription charges.

Installation Costs: The cost of setting up the digital signage, including installation and configuration.

Maintenance Costs: Regular maintenance and repairs to ensure the displays are functioning correctly.

Content Creation Costs: The cost of creating and updating content, either through an internal team or an external agency.

Budgeting for these costs will help you avoid any financial surprises and ensure you get the best value for your investment.

6. Plan for Content Creation and Management

Content is king in the world of digital signage. Without engaging, relevant content, your digital signage will fail to achieve its purpose. Plan for content creation and management by considering the following:

Content Strategy: Develop a content strategy that aligns with your objectives. Decide on the type of content you'll display, such as images, videos, animations, and live feeds.

Content Creation Tools: Choose tools that make it easy to create and edit content, even if you don't have a design background. Many CMS platforms offer built-in content creation tools or integrate with third-party software.

Content Scheduling: Use the CMS to schedule content updates, ensuring your displays are always showing fresh, relevant information.

Audience Segmentation: If you have multiple audiences, consider segmenting your content to cater to different groups. For example, you might display different content during weekdays and weekends or for different age groups.

7. Ensure Security and Compliance

Digital signage can be vulnerable to security threats, especially if they are connected to the internet. Ensure your digital signage system is secure by:

Using Strong Passwords: Protect your CMS and any connected devices with strong, unique passwords.

Regular Updates: Keep your software and firmware up to date to patch any security vulnerabilities.

Network Security: Use secure networks and firewalls to protect your digital signage from unauthorized access.

Data Privacy: If your digital signage collects any personal data, ensure you comply with relevant data protection regulations, such as GDPR in the EU.

8. Monitor and Analyze Performance

To measure the effectiveness of your digital signage, it's essential to monitor and analyze its performance. Most CMS platforms offer analytics tools that provide insights into viewer engagement, content performance, and system health. Use these insights to:

Optimize Content: Adjust your content strategy based on what works and what doesn't.

Improve Operational Efficiency: Identify any issues with the system and address them promptly to minimize downtime.

ROI Calculation: Calculate the return on investment (ROI) to determine if your digital signage is delivering the expected value.

Buying digital signage is a significant investment that can yield numerous benefits if done correctly. By defining your objectives, assessing your space, choosing the right display technology, considering the CMS, evaluating the total cost of ownership, planning for content creation and management, ensuring security and compliance, and monitoring performance, you can make an informed decision that aligns with your specific needs and budget. Remember, the key to successful digital signage is not just the technology but also the content and how it engages and informs your audience. With the right approach, digital signage can become a powerful tool in your communication and marketing strategy.