Best Practices for Integrating DOOH with Digital Signage Efforts

[kelley]

[FONT=&quot]
[/FONT][FONT=&quot]Whether it’s displaying specials on the customer’s café table or towering over a crowd of thousands at a stadium advertising for your restaurant, [/FONT]digital signage[FONT=&quot] is becoming more and more integrated into modern advertising. The availability of inexpensive LCD screens with built-in media players has opened the door for large and small companies to reach audiences through digital out of home (DOOH) messaging. For someone just starting to explore the possibilities of digital signage, here are some best practices to consider: [/FONT]

[FONT=&quot]Location[/FONT]

[FONT=&quot]The starting point for any digital signage installation is a thorough evaluation of the sign environment. Understanding how a consumer will approach the sign and also what they will be doing at that moment is critical. Take the time to develop a systematic evaluation of the surroundings before deciding on sign location. [/FONT]

[FONT=&quot]Appropriate Size[/FONT]

[FONT=&quot]Screen sizes can vary from 10 inches for small table displays to 60 plus inches in large restaurant locations, and larger. Screen sizes are 32 to 46 inches in general DOOH applications, however, multiple screens can be used together to create larger displays. When planning a new digital sign installation, always take into account the size of your viewing area and the information that is being displayed. [/FONT]

[FONT=&quot]Viewer Attention Span [/FONT]

[FONT=&quot]The viewer’s attention span is directly affected by what is known as their “dwell time.” This is the amount of time they are exposed to the message. A sign located by a moving walkway in an airport has a very low dwell time, while one in a doctor’s office has an average 45 minute dwell time. The industry standard rule is one content loop for 1-2 times the dwell time. [/FONT]

[FONT=&quot]Usable Information[/FONT]

[FONT=&quot]Picture a sign that simply reads, “Sign.” Whether cardboard, fluorescent or digital, this is a waste of space. The messaging that appears on digital signage must be relevant and informational to sustain attention. Teehan + Lax Partner’s Dave Stubbs says, “Be relevant. Help the consumer. Brands must get away from standing on the sidelines, interrupting consumers and yelling messages with the hope that consumers will notice and care. Instead, marketers have to get into the mind set of helping consumers.”[/FONT]

[FONT=&quot]Utilize the Correct Technology[/FONT]

[FONT=&quot]There are many different levels of digital signagedisplays and players available. Even if you are looking to get in on the low end, do not buy a consumer-grade display (i.e., television). They may seem cost effective to begin with, but they are not designed to be on all the time and it will wear out very quickly. Purchase a commercial-grade display, which can start at $300. [/FONT]

[FONT=&quot]Hire Design Professionals[/FONT]

[FONT=&quot]Bringing all of these elements together for a successful display requires specialized skills. Professional network operators and system integrators generally work hand in hand with content specialists, and environmental designers to produce the best results. It is in your best interest to at least consult with a DOOH specialist before embarking on a digital signageinitiative. [/FONT]

[FONT=&quot]About the Author[/FONT]
[FONT=&quot]Matt Miles is director of products and services at [/FONT][FONT=&quot]FASTSIGNS[/FONT][FONT=&quot]®, a visual communications services provider with more than 550 locations around the world. [/FONT]

 

[Red Ball]

Thanks for the information.

Sounds like you should be a Merchant Member!

 

[Craig Sjoquist]

Welcome to a outstanding forum and people.

So you like to sell Digital signage which I thought was just signage able to be put on a CD in EPS format or few others.

So tell us a few things about yourself, lets see your outstanding work.

 

[kelley]

Thanks for the welcome, Craig!

You are correct that a lot of what is called Digital Signage is nothing more than just a loop of content. Digital signs have two components: hardware and content. If you have a sign vendor that is focused only on the hardware you can end up with a solution that you describe.

A good digital signage solution is able to target the right message to the right audience at the right time. For example, retailers know that the profile of the customers that shop in the morning is different than the type of customers that they see in the evening. Another key content consideration is interactivity. An effective digital signage solution can interact with the user at the screen if needed or interact with existing data. For example, signage that is intelligent and can promote hot coffee when the weather is below a defined level and change to ice tea when it is hot or change interest rates in real time is an effective use of digital signage.


Matt Miles