How to Optimise Your Digital Signage Network for Success

You have chosen your preferred software for digital screens a while ago. So far it has been working well, but you can't help asking yourself if there are steps you can take to improve your installation. This is exactly what we will be covering in this article, simple and cost-effective practices to help you optimise your digital signage network. 

Keep reading to discover: 

• What is Digital Signage Optimisation?
• Why Should I Optimise My Digital Signage Network?
• 3 Simple and Cost-Effective Digital Signage Optimisation Tips
• How to Improve Your Digital Signage Content Strategy
• How to Improve Your Digital Signage Network Performance

What is Digital Signage Optimisation?

When it comes to adjusting the strategy behind your digital screens, three areas come to mind: the network, the displays and the content. Without looking at how to adjust each of these components, your strategy is most likely not going to render the desired outcome. 

Digital signage optimisation refers to the process of enhancing the effectiveness of your screen network to achieve specific goals, such as increased customer engagement, improved brand awareness, or higher sales. It involves fine-tuning various components of your screen installation, including the hardware, software and content, to ensure they work together seamlessly and deliver the best possible performance. 

By upgrading your digital signs, you can ensure that your messages are delivered clearly and compellingly, capturing the attention of your audience and driving the desired actions.

Why Should I Optimise My Digital Signage Network? 

Adapting your network is crucial for several reasons. First, it maximises the return on investment (ROI) by ensuring that your system is functioning efficiently and effectively. An optimised network reduces downtime and maintenance costs, leading to significant cost savings over time. 

Second, it enhances the viewer experience by delivering high-quality, engaging content that resonates with your target audience. This increased engagement can translate into higher customer satisfaction and loyalty. 

Finally, optimising your screens can provide valuable data insights, helping you to make informed decisions and continuously improve your display advertising strategy. By investing time and effort into optimisation, you can unlock the full potential of your digital screens and achieve greater success in your marketing and communication efforts.

3 Simple and Cost-Effective Digital Signage Optimisation Tips

You do not need a large budget to adjust your digital display strategy effectively. There are many cost-effective methods to improve your system without breaking the bank. Here are three easy and practical tips to improve your screen advertising approach. 

1. Leverage Free Content Creation Tools 

Designing content for your screens does not have to be difficult. Thanks to content creation tools such as Canva and Microsoft Designer, you no longer need a graphic designer every time you need to update the images shown on the display. 

These tools offer user-friendly interfaces and a wide range of templates that can be easily customised to help you create professional-looking content quickly and efficiently. With a little creativity, you can produce eye-catching visuals that captivate your audience and enhance the impact of your digital signage.

2. Consider Switching to a Cloud-Based Subscription 

Switching to a cloud-based content management system (CMS) can significantly streamline your digital signage operations. Cloud-based CMS platforms allow you to manage your content remotely, update screens in real time, and schedule content across multiple locations with ease. 

This not only saves time but also reduces the need for on-site technical support. Many cloud-based solutions are available on a subscription basis, which can be more cost-effective than traditional software purchases. By adopting a cloud-based CMS, you can improve the efficiency and flexibility of your display network.

Not sure if your cloud digital signage is the best solution for your business needs? Join the Cloud versus Hosted Solutions webinar on the 18th of July 2024 at 16.00 CEST (GMT+2). Part of the  LOOKBEYOND Future Insights Webinar Series this event is designed to equip you with the knowledge and tools necessary for success in the rapidly evolving digital signage industry. 

3. Use Energy-Efficient Displays 

Using energy-efficient displays is another effective way to optimise your display advertising strategy while reducing operational costs. Modern LED and LCD screens consume less power than older models, which can result in significant energy savings over time. 

Additionally, these screens often have longer lifespans and lower maintenance requirements. Investing in them not only helps you save on electricity bills but also supports your sustainability goals, making it a win-win solution for your business.

How to Improve Your Digital Signage Content Strategy

Developing a robust content strategy is vital for the success of your consumer display advertising. A well-thought-out content plan ensures that your messages are clear, relevant, and engaging, ultimately driving better results for your business. Here are four suggestions that can help you enhance the impact of your digital signs. 

1. Clearly Define Your Goals and Audience

Every solid strategy starts with an exploration of your target group. The more specifically you can describe it, the better you can tailor your message. Some products or services, such as toddler programs or mobility scooters, are aimed at a narrowly defined target group. Other companies, such as physiotherapists or supermarkets, work with a large target group. However, no matter how broad a target group is, a company never addresses everyone.

An advantage of digital signs is that they target a specific audience more effectively than online advertisements or door-to-door marketing. With digital displays, you reach people who are physically present and passing by your screens. When these displays are installed in your building, you can accurately estimate who sees them and when. This allows you to tailor your messages to the right audience at the right time.

2. Create Compelling and Varied Content

To keep your audience engaged, it is important to create content that resonates with them. Use a mix of visuals, text, and multimedia elements to capture attention and convey your messages effectively. Incorporate high-quality images, videos and animations to make your content more dynamic and engaging. 

Storytelling techniques can also be powerful in creating emotional connections with your audience. By diversifying your content, you can maintain viewer interest and deliver more memorable experiences. 

3. Use Data and Analytics

Data and analytics are invaluable tools for refining your strategy. Use analytics to track the performance of your content, such as engagement rates, viewer demographics, and peak viewing times. This can provide insights into what works and what doesn’t, allowing you to make data-driven adjustments to your content. 

Learn more about leveraging analytics in this article covering simple ways to maximise your digital signage project impact. 

4. Schedule Content in Advance 

Most digital signage content management systems allow users to schedule content in advance. This feature saves time by eliminating the need to manually update items each time. With scheduling, you can plan and automate your content changes according to a set timetable. This ensures that your displays are always showing the right content at the right time without any manual intervention.

For instance, a restaurant can seamlessly transition from showcasing breakfast specials in the morning to lunch offers by midday, and dinner options in the evening, all automatically. This not only frees up valuable time for staff to focus on other tasks but also ensures consistency and accuracy in your messaging. Additionally, this helps maintain a professional and polished appearance, as your displays will always feature timely and relevant information without any lag or outdated content.

Improving Digital Signage Network Performance

Enhancing the performance of your network is crucial for delivering a seamless and impactful viewer experience. Here are key strategies to boost your network's efficiency and effectiveness.

Optimising Consumer Screens for Better Engagement

Engaging your audience effectively is the cornerstone of a successful digital signage strategy. Focus on creating content that is not only visually appealing but also interactive and relevant. Use touchscreens, QR codes and social media integrations to encourage viewer interaction. 

Tailor your content to the specific interests and needs of your audience, ensuring it is both informative and entertaining. Regularly update your content to keep it fresh and engaging, and use data analytics to understand what resonates most with your viewers.

How to Increase Digital Signage Visibility

Maximising the visibility of your displays is essential to ensure your messages reach as many people as possible. Start by strategically placing them in high-traffic areas where they are most likely to be seen. Ensure that your screens are at eye level and free from obstructions. Use bright, high-contrast colours and bold fonts to make your content stand out, even from a distance. 

Additionally, consider the ambient lighting conditions and adjust screen brightness accordingly to maintain visibility both day and night. Finally, use motion and animation sparingly to draw attention without overwhelming your audience.

Conclusion 

Improving your digital signage network is an on-going effort. As we have seen in today's article, it's not enough to just adjust the content strategy. Looking at how to improve the overall network and the hardware is also crucial to ensure you are truly optimising everything about your digital signs. 

Whether you are a pro when it comes to consumer display advertising or just getting started, LOOKBEYOND is the perfect event to help you unlock new industry insights. Join us online on the 6th of November and prepare for a day filled with insightful sessions led by industry experts.