6 Crucial First Steps To Implement Digital Signage In Your Business

When walking down the street, most of us are used to seeing ads that catch our attention, encouraging us to take advantage of the latest sales, watch the latest Netflix shows, or give that new restaurant a try. Some are displayed in the old paper advertising style, but an increasing number of screens are also taking over. This is what digital signage is – the technology that enables everyone, from businesses to NGOs and government agencies, to show engaging content and inform people effectively. 

Introduction to Digital Signage Solutions
Benefits of Using Digital Screens
Selecting Digital Signage Hardware
Choosing the Best Digital Signage Software
Planning Your Digital Signage Project
The Best Locations for Your Screens
Creating and Managing Digital Signage Content 
Troubleshooting and Maintenance
Quick Fixes for Common Issues
Real-world Applications & Case Studies 
FAQs

Introduction to Digital Signage Solutions

Digital signage is a dynamic visual technology used to display multimedia content for informational or advertising purposes. A typical setup includes several key components, outlined below. 

1. Digital Displays

These are specialised screens designed to be used every day for long periods and are available in various sizes and types.

2. Media Players

Some setups may require an external media player, but these days many devices come with an integrated player within the hardware (System on a Chip, SoC). The goal is to reduce overall costs and eliminate messy cables for a cleaner installation.

3. Content Management System (CMS)

This software manages and schedules the content displayed. Systems can vary depending on the hardware, but usually, software companies offer different versions ranging from those offering basic features to those with advanced ones. Moreover, businesses can also opt for an on-premise solution installed on their servers or a cloud subscription. Ultimately, it all comes down to your specific goals, available resources and business requirements.

Benefits of Using Digital Signs

Digital signs can transform any space, making them the perfect choice for anyone. Their main benefit lies in capturing attention more effectively than traditional static signage. For instance, libraries that use screens have a 46% probability of capturing attention, leading to enhanced foot traffic and improved library usage and impact [1]. 

Secondly, digital displays are a versatile technology that enables updates to content in real time and supports vibrant multimedia presentations. This ensures that the messages are not just visible, but also impactful and captivating

Moreover, digital signs boost customer engagement through interactive features such as touchscreens and QR code integration, offering a more immersive experience. Over 40% of shoppers say that digital signage installed, such as advertising and interactive content, can drive them to buy a product [2]. 

From a cost perspective, displays present a significant advantage by reducing the need for frequent replacements and the physical materials associated with traditional signage. This efficiency contributes to a more sustainable operational model, reducing waste and associated costs.

For businesses looking to enhance their visibility and improve the way they interact with customers, using displays means choosing a robust and cost-effective solution. Its ability to adapt quickly to changing information and market conditions makes it an invaluable asset in any marketer’s toolkit.

Step 1: Selecting Digital Signage Hardware

Before discussing the software options, we must first quickly go over the different types of screens you can use. There are a lot of options to choose from, suited for every need and budget. For example, smaller screens suit kiosks well—a common digital signage application—while larger displays are ideal for wall mounting and engaging larger audiences. 

Here is an overview of the most popular hardware options for digital signs. 

LCD/LED Displays

These screens are the most popular choice by far, mainly due to their durability and quality. That is why they are an ideal option for indoor and outdoor use. 

Video Walls

Video walls are generally much larger than LED/LCD screens. Usually consisting of around four smaller displays that form a bigger one, they are predominantly used indoors.

LED Walls

LED walls, which are somewhat distinct from video walls, operate with pixels rather than connecting individual screens. Because of this difference in technology, content can be viewed from any angle, making it an excellent choice for outdoor use.

Interactive Displays

These days, displays with touchscreen capabilities are gaining popularity. They are regular LCD/LED screens that allow users to engage directly with content, offering an elevated customer experience. 

Kiosk Displays

Digital kiosk displays and custom applications have seen immense growth in recent years. These standalone, interactive screens offer a more personalised, engaging and efficient way of communicating. 

Cost-Effective Digital Signage Setup Tips

Establishing a cost-effective digital signage setup involves several considerations to help businesses get the best value without compromising on quality. Here are a few tips to help you budget wisely.

1. Assess Needs vs. Wants

Identify the must-have features that fulfil your primary objectives. Opt for screens and features that offer the best balance between cost and functionality.

2. Consider Total Cost of Ownership

Look beyond the initial purchase price of the screens, players, and software. Include maintenance costs, software updates, and energy consumption in your calculations to get a clearer picture of long-term costs.

3. Choose Adaptable Solutions

Invest in systems that can grow and adapt to future needs. Scalable solutions can save money over time because they let you make small improvements without needing to replace everything. 

4. Leverage Competitive Bidding

Do not settle for the first option, choose the best one. Be sure to get several price estimates to make sure you’re getting a good deal. This not only helps in getting a great bargain but also provides insight into the different options and features available. 

5. Opt for Quality Over Price

While it can be tempting to go for the cheapest option, higher-quality equipment often offers better durability and lower maintenance costs. It turns out to be more economical in the long run.

Step 2: Choosing the Digital Signage Software That Is Right for Your Business 

When searching for software, start by identifying the top choices available. Check out the table below for a ranking of the best digital signage software solutions.

Disclaimer: This overview was originally created by the team at MagicInfo Services. For a full comparison between the top 5 best digital signage software, give this article a read. 

Features to Look For in Digital Signage Software

When choosing software for your screens, there are 3 things you need to keep in mind.

1. Prioritise the User Interface for Ease of Use

This is the very first thing businesses should take into account. Whatever software you choose to power your screens, it should be easy for the team to learn it. By doing this they can navigate their way around easily, without experiencing too many bumps along the way. 

2. Compatibility with Existing Systems

Next and equally important, your signage software should be compatible with the hardware you opted for. Both hardware and software must work together to show the content on the screens correctly.

3. Robust Customer Support

Finally, even when the software of your choice is user-friendly, you will likely need guidance and support at times. This is why you must opt for a company that not only sells you the best software but gives you the full experience. It includes easy and fast access to customer support as well as regular updates to ensure long-term relevance. 

All in all, the ideal software should integrate seamlessly into your operational framework to enhance the user experience without introducing unnecessary complexity.

Evaluating Digital Signage Software Providers

Evaluating software providers means more than just comparing features. Consider their market reputation, customer service responsiveness, and the flexibility of their software solutions. These factors are crucial in finding a reliable partner who can support your dynamic communication needs effectively.

Each aspect of the selection process is geared towards ensuring that the software powering your screens not only meets but exceeds your organisational requirements, providing a scalable and efficient communication tool.

Lost in the sea of endless choices? Try the free 30-day trial and discover Samsung MagicINFO, the most versatile, easy-to-use, secure and customisable software on the market.

A multi-award winner, MagicINFO is a testament to Samsung's dedication and commitment to transforming the customer experience for any business from corporations to small and medium enterprises. MagicINFO is a highly versatile solution, meaning you can opt for 3 different plans, but also choose if you want MagicINFO on-premise via licences or as a cloud solution. Not only that. MagicINFO is a sustainable and energy-efficient option, offering remote control capabilities and automatic on and off switches. Awarded the ISO27001 and ISO27701 certifications, Samsung's digital signage MagicINFO is considered one of the most secure content management systems currently on the market. 

Step 3: Planning Your Digital Signage Project

Embarking on a new project can seem daunting at first, but when following the right strategy, it is entirely manageable. Whether you are a small business or a multinational corporation, these are the steps you need to follow to ensure the best possible outcome for your project.

Define Your Objectives

Understand what you want to achieve with this technology—be it boosting sales, enhancing customer experience, or providing information. Having clear objectives in mind will help you stick to your plan and understand when it is going off-track. 

Budget Appropriately

Determine how much you can invest initially and consider ongoing costs like maintenance and content updates. Plan a little extra in your budget in case you need to train your staff before and also remember to schedule regular checkups if your team cannot do them. 

Research and Purchase Hardware

Next, businesses need to decide on the hardware required based on their needs and budget. Luckily, these days most screens come equipped with built-in , meaning you could save quite a lot on the overall costs.

Select Software

Choose software that fits your technical capabilities and content goals. Revisit the section above for tips on choosing the best software for your needs. 

Conduct Thorough Audience Analysis

Understanding your audience is crucial. Consider demographics such as age, preferences and behaviours. This analysis will help tailor your content to the interests and needs of your viewers, making it more effective and engaging.

Comprehensive Site Assessment

Evaluate potential sites for your screens by considering factors like foot traffic, viewer dwell time and visibility. Assess the infrastructure available, such as power sources and connectivity options, and ensure the environment is suitable for installing digital displays. This step is vital to maximise the impact and effectiveness of your signage.

Develop the Content Strategy 

The last step is to plan and create content tailored to your objectives and audience. This should be done only after the screens and software have been purchased. 

Each of these considerations plays a crucial role in the planning and execution of a successful project strategy. It is to ensure that the final setup is well-aligned with your business objectives and audience needs.

Step 4: How to Choose the Best Location for Your Screens

Selecting the most optimal placement for your digital signs will help you maximise their effectiveness and audience engagement. Here are some specific strategies to consider.

High Traffic Areas

Focus on areas where large volumes of people pass regularly. Entrances, lobbies and main corridors are ideal because they catch the attention of almost every visitor or employee.

Points of Waiting

Areas where people often wait, such as checkout lines, waiting rooms and elevators, provide a captive audience that typically has more time to absorb your messages.

Decision Points

Place screens near products or services to influence decision-making. For example, digital displays next to product shelves can provide additional information or promote sales to effectively enhance customer purchasing decisions.

Visibility and Accessibility

Ensure that screens are placed at eye level and in clear view, clear of any physical barriers. Accessibility is key, so consider the general flow of traffic and ensure that displays do not disrupt movement but are easy to read from various angles.

Outdoor vs. Indoor Considerations

For outdoor locations, consider factors like natural light which may affect visibility. In this case, the displays should be weatherproof and bright enough to be seen in direct sunlight. 

Indoors, consider the ambient lighting conditions and screen glare, which might impact visibility and readability.

These tips can help you strategically place your digital signage to engage effectively with your audience and achieve your communication goals.

Step 5: Creating and Managing Digital Signage Content

Creating and managing content for digital signs effectively will ensure that your message not only captures but also retains the attention of your audience. It begins with developing content that aligns with both your brand goals and audience needs. This process involves thoughtful planning, selection of appropriate tools and creative execution. The objective is to create a seamless viewer experience that not only informs but also engages and resonates with the target audience. 

By focusing on the elements discussed below, you can make the most of your digital screens. 

1. High-Quality Visuals

Using high-resolution, clear images not only captures attention but also conveys professionalism and enhances brand perception. High-quality visuals make the content more engaging and memorable, improving the chances that your message will influence viewer behaviour. 

2. Keep it Short

Designing clear content helps the audience to quickly grasp your message, even when just passing by. This increases communication efficiency and reduces viewer confusion, leading to better engagement and retention of the information presented.

3. Add Dynamic Elements

Incorporating social media feeds and videos can significantly increase the time viewers spend looking at your signage, which in turn increases the opportunity to communicate your message and strengthen engagement. Dynamic content can also evoke stronger emotional responses to enhance the impact of your message.

4. Brand Consistency

Maintaining brand consistency across your entire display network reinforces brand identity and helps build trust with the audience. Consistent branding across all platforms increases recognition. It also makes your marketing efforts more effective.

5. Test Content Time and Again

Regular testing and adaptation of content based on audience feedback and engagement metrics allow you to refine your approach and improve effectiveness. This iterative process ensures that your digital signs remain relevant and impactful over time.

6. Scheduling and Automating Content

A well-planned content calendar ensures a coherent content strategy that aligns with key business dates and marketing objectives. This planning helps in delivering targeted messages at optimal times, maximising the impact of your digital signs.

Lastly, using automation tools for scheduling content reduces the need for manual updates and ensures consistent content delivery. This reliability can enhance viewer trust and satisfaction as they come to expect timely and relevant information.

6. Troubleshooting and Maintenance Tips 

Remember to Update the Software Regularly

Good software options roll out at least one new update every year. Regularly updating your software not only brings new features and improvements but also fixes security vulnerabilities and bugs. This ensures that your digital signage system remains reliable and secure, protecting your investment and your data.

System Health Checks

Routine health checks help catch and address hardware issues before they lead to failures, minimising downtime and maintaining continuous service for your audience. Too busy to do this yourself? No need to worry! A good SaaS company usually offers to do these checkups for you and the costs are minimal. 

Screen Maintenance

Keeping screens clean and in good working order not only prolongs their life but also ensures that your content looks its best, making a positive impression on viewers.

Quick Fixes for Common Issues

In managing digital screens, addressing common operational issues promptly will help your business keep the network up and running. Here are some practical tips to help troubleshoot and resolve frequent problems that may arise. These tips focus on quick, on-the-spot fixes that can prevent prolonged downtime and ensure your digital signs remain a dynamic and reliable tool for communication.

Screen Issues

When encountering screen issues with digital signage, the first steps typically involve checking basic elements such as power supply, connections and settings. Ensuring that all cables are securely connected and that the power source is reliable can often resolve common display problems. 

Additionally, verifying screen settings and configurations against the manufacturer's recommendations can help correct issues related to display quality or non-functioning screens. These simple checks can quickly restore functionality with minimal disruption.

Playback Errors

To mitigate playback errors, you must make sure that all content files not only meet the correct technical specifications but are also compatible with the software being used. This includes checking file formats, resolution and encoding standards. Regularly updating your software can also help, as newer versions often support a broader range of media files and include bug fixes that address playback issues. By taking these steps, businesses can maintain a high-quality viewer experience and minimise disruptions caused by incompatible or corrupt media files.

Connectivity Troubleshooting

Quickly resolving connectivity issues ensures that your digital signs remain up-to-date and functional. It provides your audience with the latest information and maintains engagement levels.

Real-World Applications and Case Studies

Now that you are equipped with all the right knowledge to empower you to make the best decision, it is time we have a look at some examples of digital signage solutions across different industries. 

EPOS Crafting the Future of Retail with MagicINFO and Interactive Digital Signage

For nearly two decades, EPOS has been at the forefront of audio technology, innovating and evolving strategically to meet consumer demands. Their core focus has been on engineering sound that minimises cognitive strain, enhances concentration and reduces listening fatigue. 

Facing the challenge of showcasing their advanced noise cancellation technology, EPOS asked ScreenCom to develop a solution that was both adaptable and innovative. They aimed to provide a customer-centric, interactive testing environment where consumers could experience the high-quality sound and noise-cancelling features of their headsets firsthand. This direct product experience is vital in a competitive market, helping to distinguish EPOS from other brands. 

To facilitate this, EPOS utilised MagicINFO, known for its flexibility and ease of use. It  creates a unique, engaging customer experience. This setup included the innovative YoYo add-on, integrating Nexmosphere sensors to ensure seamless interactions between the headsets and displayed content.

You can give the full EPOS case study a read and learn more about how they used digital signage to seamlessly target customers. 

ODRU: Making Essential Information Easily Available

The Environment Agency for the Utrecht region (ODRU) supports municipalities and authorities in the Central Netherlands region in implementing environmental and surrounding tasks. 

With over two hundred employees working with different municipalities in the region, the biggest challenge for ODRU was keeping employees informed as effectively as possible of relevant news while conveying information without too much distraction.

"Employees are typically flooded with information within the organisation," says Heidi Geurtsen, communications officer at the Environment Agency for the Utrecht region (ODRU). "To be able to distinguish between handy facts and really important information, we installed displays at the entrance and the two wings." 

Geurtsen was a pioneer in sharing information. Now, there is a lot of content coming in from employees themselves. When the news is suitable for the displays, a notification is shown on the screens for a maximum of 2 to 3 days. Uploading the messages themselves takes no time at all: "The templates work incredibly easily, and the software is very intuitive. You spend time making the text as short as possible!"

This is partly to do with the software and the structure of the templates. "MagicInfo Services has created beautiful templates for us in our style and clear instructions on how to place your content in them."

You can give the full ODRU case study a read and learn more about how they used digital signage to improve internal communication. 

Conclusion

As we conclude our step-by-step beginner's guide to digital signage, it is important to note that when used correctly, this technology can significantly improve your business's communication and marketing strategies. 

Understanding key elements such as top-notch screens and all-inclusive content management systems, and following the best practices for creating and placing content, will make your signs engaging and efficient. With these professional suggestions and thoughtful planning, your project is set up for success.

Resources

[1] https://blog.epson.com/education/top-5-reasons-universities-should-go-digital/
[2] https://display-innovations.com/digital-signage-key-statistics