Electronic digital signage (EDS) has been defined as a subset of the audio visual and information technologies (AV/IT) industries consisting of interconnected digital displays that can be centrally or remotely managed for targeted information, entertainment, merchandising and advertising. Although on the surface it appears quite simple to replace and enhance traditional signage with digital signage, there is often a tangled web of interconnected and complex technologies that must all act together to produce the image we see on-screen. This poses a challenge to those who want to enter into this space to make sure they’re immersed in the technologies involved and fully understand them.

 

I remember years ago talking with department store executives about the idea of replacing all their traditional backlit signs with electronic digital signage. I told them that their initial capital expense would be offset over time and that they would be helping the environment by not wasting as much energy as they did when they produced and delivered all the components that made up the backlit content only to replace it a month or two later.

 

Today’s discussions about the benefits of electronic digital signage have gotten easier. The cost of hardware and services has come down considerably. Digital signage solutions are easier to design, present and deploy than ever before—in part because of the increase in education and technology advancements, and also because manufacturers and suppliers are taking a more holistic approach in supporting those who want to get into the business.

 

THE EDS ECOSYSTEM

So how does a traditional signage company migrate into electronic digital signage? To answer that question, you first need to understand the EDS ecosystem and how the different segments relate to each other and to your company’s core competencies.

 

To deliver an EDS solution to your clients, you must not only understand what segments your company can directly support and deploy, but also where you’ll need outside help. No one company does it all directly. If you go behind the scenes, you’ll see that even top digital signage solution providers have plenty of assistance and support from their suppliers and partners. 

 

Although most manufacturers and suppliers understand this and do a great job in delivering parts of the digital signage solution, few of them have the resources to deliver the entire solution. The key is deciding where to turn for the necessary resources and support to build up your digital signage business.
 

EDUCATION AND CUSTOMER NEEDS

How do you educate and determine customer digital signage needs? The best way I’ve found to address this issue is through a digital signage survey plan. It identifies your clients’ needs for further qualification and solution development, while at the same time educating them on the benefits and requirements to support the solution. 

 

 

Who is the audience that will be looking at the displays?

    *Customers

    *Employees

    *Visitors

    *All the above

What information do you want to communicate?

    * Products or services
    * Current information (news, weather, stock ticker)
    * Internal communications (alerts, personalized messages, sales and production numbers)
    * Instructions (directions, room schedules)
    * All the above

What is the purpose of the solution?

    * Sell a product (advertising) electronic digital signage
    * Inform the viewer (schedules, alerts, directions)
    * Entertain the viewer (waiting lines)
    * Reinforce a theme (create an environment)

What assets do you have to deploy?

    * Web site information
    * System data (database, phone switch, production numbers)
    * Existing ads (video, print, Web)
    * Live television feed

 

In most cases, content originally created for print media is developed and stored as a digital file. Whether it’s TIFF, BMP, GIF, PNG, PDF or JPG files, most can be efficiently incorporated into digital signage. Other media assets such as those created for Web sites, Flash, QuickTime, AVI, MOV and MPEG can also be used, thus minimizing some of the content creation costs. 

 

Who are the contributors for the content?

    * Do multiple people and departments need access to contribute information? If so, where are they located?

    * Who is the “owner” of the information?
    * Are third-party applications or suppliers involved (i.e., ad agencies, broadcast TV, RSS feeds)?
    * What are needed skill sets of the users and contributors?

How often is this information updated?

    * Live information that is constantly updating (system status, messages, alerts)
    * Video files that can be refreshed nightly?
    * Timed loops that are updated hourly, daily, weekly or monthly?

What will the installation look like?

This is where traditional sign companies can take advantage of their design and fabrication expertise. Start by defining the physical locations for the displays and what the viewer or audience will encounter at each point.

    * What sizes of displays, what resolutions and what orientations are required?

    * Will the content be the same or different for each screen?
    * Will the displays need to be floor, pole or wall mounted?
    * Is an electrical outlet available at each display point?
    * Are custom frames or protective enclosures required for the displays?

 

NETWORK INFRASTRUCTURE

The next thing to look at is the components of the network itself.

 

How will the customer manage the hardware?

    * Will the media players be mounted in or behind the displays, or in a data closet?

    * Who will manage and maintain the hardware?
    * What are the backup requirements?
    * Who will procure, deploy and install the equipment?

 

As signage contractors, the key to success is not only how you choose and manage all your behind-the-scenes partners and resources, but also how to make the process appear to be seamless to your clients. Whether your primary skill set is designing and installing LED signs, poster boards, window clings or backlit signs, today’s explosive digital signage market offers enormous opportunities for those looking to take their signage business to the next level.