Category: Digital Signage

Digital signage is one of AV’s most popular solutions because it reliably commands attention – the most valuable marketing resource there is. As reliable and impactful as the technology is, though, organizations do run into some common digital signage issues from time to time. Thankfully, most issues can be resolved quickly.

Here, we’ll go over some of the most common digital signage problems that companies face, and how to address them.

Content Creation is Too Difficult or Time Consuming

The engine behind digital signage is content, and one of the first challenges is ensuring you have enough content. Many businesses are overwhelmed by this at first, but good content doesn’t always mean high effort.

Digital signage software comes with hundreds of templates, and each one provides a head start for your content team (or person). Ideally, your content people will be trained on the software before content is needed. That way, they’ll hit the ground running.

Also, there is a world of content resources out there that can fill the gaps. This includes integrating your social media feeds with the signs. That way, you’re still getting organization-relevant content without dedicating too much work to the process.

Content is Cycling Too Frequently and Becoming Uninteresting

Digital signage is designed to cycle through one screen after another, providing a constant stream of information to the audience. With only seconds dedicated to each layout, any design would quickly become stale if it’s repeated too often.

First, make sure your content is programmed for the right times. By scheduling your content in advance, you can easily determine if you have content to work with and adjust as needed.

Also, take dwell time into account. That’s the amount of time your viewers will be in front of the screen. For customers and high traffic areas, sticking to a 30-second limit for each message is recommended. In offices, restaurants and waiting rooms, though, you’ve got a captive audience. In this case, your messaging can remain in place for up to 20 minutes or more at a time. However, sticking to a few minutes for each screen, though, will keep viewers engaged.

Content is Being Displayed in Areas Where it’s Irrelevant to Viewers

If your digital signage network includes hundreds of displays, they likely expand into customer-facing areas and across departments. If this is the case for your company, careful location management is necessary.

For example, celebrating employee birthdays wouldn’t be recommended in lobbies and other locations where customers are present. Another example – you don’t want departments pushing project-centric information out to other departments, where it’s unneeded.

Digital signage networks can be controlled down to the individual display. You can group parts of your network and tag every layout to a specific group, so each display only outputs useful content to each location.

Content That Should Have Expired is Still Being Displayed

If unplanned or inactive messages are being displayed on your screens, it’s likely a media player issue. In the vast majority of cases, the solution is straightforward – check if your media players are connected to the network. If your media players are offline, they’ll continue operating but will not receive updates.

Content Will Not Upload to the Displays

Media players only accept certain image and video formats, and every brand is different. However, most accept the following formats:

• JPEG
• GIF
• PNG
• TIF
• BMP
• AVI
• WMV
• MPEG
• MOV

If your content isn’t in any of the above formats, uploading may be the problem. It could also be a connection problem with your media players.

People Aren’t Paying Attention to the Signage

If your audience is tuning out your signage network, it could be any of the above content issues. Consider whether your content is engaging enough and if there is enough of it.

If you’re convinced that content isn’t the problem, the issue may be your displays’ positioning. It’s a common mistake for signage to be placed outside a person’s comfortable field of vision (30 degrees above eye level to 75 degrees below eye level). Displays outside of this range can cause eye strain. The horizontal angle of viewing is also relevant. The most comfortable viewing angles are within 45 degrees of the display on either side.

Also, account for viewing distance. In larger areas, larger displays will be needed for long-distance viewing. At distances of 30 feet, for example, a 65-inch screen is the minimum recommendation. At 40 feet, an 86-inch screen is recommended.

Messaging that cycles too quickly or slowly will also fade into the background and making slight adjustments here can help.

The Images Aren’t Displaying Properly

If your content is uploading but doesn’t look quite right, it could be due to a few reasons. They include:

• Wrong image size ratio – Digital signage is designed to output at a 16:9 ratio or a 9:16 ratio for vertically mounted screens. If your layouts are outside of this ratio, parts of the image may be cut off or uneven resizing may occur.
• Wrong image resolution – For 16:9 displays, the optimal image resolution is 1920 x 1080. For ultra-high-resolution displays, 3840 x 2160 is optimal. If your images are smaller than this, the image will look fuzzy and pixelated.
• Low quality image file – If your aspect ratio and resolution are both optimal, but the image is still poor, the source file itself may be of low quality. Higher quality images are larger and require more network resources, but a good middle ground is picking files between 2-3 MB in size.

Display Performance is Poor or Starting to Fail

Software problems are much more common than hardware problems, but hardware does eventually fail. If your digital signage has been in continuous operation for years, repair or replacement may be required.

Common signs of hardware failure include:

• The screen doesn’t display anything when powered on, even if the backlight is operating.
• The screen does switch on and display content, but powers itself off after several seconds.
• There are display faults that remain in place even after on-screen images change. This is usually a blank or discolored area.

A Certified AV Integrator Can Solve Many Digital Signage Issues

Whether your digital signage issues are caused by software, hardware or users, a certified AV integrator can troubleshoot and resolve them. In fact, many organizations retain their integrator in a support role so they can be brought in when digital signage issues do arise.

With their high visibility, digital signage issues are immediately noticeable when they occur. With the above fixes and partnering with a certified integrator, those issues can be quickly handled.

What Effective Digital Signage Looks Like

Digital signage is a powerful communication tool that any organization can leverage for its benefit. However, optimizing signage technology can be a challenge because it takes more than an eye-catching layout to be truly effective. Visuals are important, but there’s more to think about when determining the best components of digital signage content, including:

• What messages and information your signage is sending
• When your signage is sending those messages
• Whether those messages support your organization’s goals

From this perspective, it’s easy to see how even a beautifully crafted layout could miss the mark. Fortunately, putting together effective digital signage isn’t difficult once you know what it looks like.

How To Get The Best Results From Your Digital Signage Content

There’s no competing with strong digital signage, and marketing professionals agree. According to a 2017 Samsung UK study, 84 percent of UK retailers believe that digital signage creates “significant brand awareness.” The other 16 percent may have just needed better signage that follows these principles:

1. Deliver messages that your visitors want to see – If you’re running a restaurant, your digital signage should make people hungry. If you’re running a clothing boutique, your digital signage should convey luxury and beauty. If you’re running a truck dealership, your digital signage should emphasize power. You get the idea.
   When someone walks into your shop, bank, hotel or school, they’re looking for something. If your digital signage immediately confirms that the thing they want is here, then they’re more likely to stay. This could be as simple as running a well-shot video or cycling through images of new arrivals. Give your products the platform they need to sell themselves with signage that shows them off.
2. Make sure your communication is timely and responsive – If your business is affected by the calendar or by the weather, then program layouts that respond to changing conditions. When hot weather is on the horizon, a department store could switch its signage to outdoor-focused products. When it starts raining, a restaurant could use its signage to advertise delivery services. This approach gets results, as industry studies find a 5 to 10 percent increase in sales among companies that use responsive layouts.
3. Keep it simple and get to the point – Although people look at digital signage longer than static layouts, you still only have a few seconds to get your message across. There’s only so much information you can deliver in that time frame, so communicate what you need to and get rid of everything else. Remove any extra layout zones that aren’t enforcing the main message and minimize your visual elements so people look at what they should look at. Consider whether advanced visual effects like animation are the right choice for your layouts, too. Motion is a big attention grabber but adds to message complexity if not handled properly.
4. Several layouts are better than one – Standard industry wisdom suggests that a single layout should be on screen long enough for someone to read it three to five times. Any shorter, and people will be overwhelmed by the amount of visual information. Any longer, and people will direct their attention elsewhere. Stick to this formula and cycle through several layouts that build on or complement each other. A steady stream of brand-reinforcing information will keep your visitors engaged and focused on your messaging.
5. Consider third party applications for additional functionality – There’s a ton of third-party apps that can enhance what your digital signage does. Social media feeds, sports, news, weather, trivia – if your signage is meant to entertain and occupy as well as inform, there are plenty of apps for that.

Choosing The Right Digital Signage Components

A digital signage system consists of the following components:

• One or more digital displays
• A digital media player
• Digital signage software
• The content itself

We’ve covered what good digital signage content looks like, but what about the rest of the package? Here’s what to look for when it’s time to select hardware:

1. The display – So many displays can be used with digital signage that no matter what your digital signage needs to do, there is likely a hardware solution perfect for the job. Individual commercial displays can work in hallways and behind reception desks and are engineered for continuous operation.
   But digital signage displays can be scaled up to an incredible degree. Imagine the impact a curved, contouring display the size of an entire room could have on your messaging. Video walls that can be built to a shape or size are available, and still rare enough that they are impossible not to notice.
2. The media player – Digital signage media players store and deliver content when it is requested, so it’s the brains of the operation. As such, the quality of your media players will dictate the quality of your signage. If your signage solution scales up enough, multiple media players are a must. Until then, though, choose a media player that offers high quality playback and support for most content formats. This will prevent any technical hiccups from interfering with your signage. Strong security is also critical and should be considered at the physical, OS and application level.
3. The signage software – Leading digital signage software allows users to create layouts, program them and store them for future use. In this way, digital signage software is a design program and CMS rolled into one. This makes it a crucial part of the solution, so pick one that offers what your organization needs. Is it important to have hundreds of templates to design from? Do you need to manage one display or one thousand? Is real-time monitoring and updating a must? There’s no shortage of software solutions out there for digital signage, which is why many organizations turn to an AV expert for guidance when it’s time to select one.

An AV Integrator Can Help With Digital Signage Management and Content Creation

Experienced AV integrators work with digital signage a lot. It’s one of the most popular AV solutions because it can be deployed by almost anyone and almost anywhere. With this degree of familiarity, certified integrators can match their clients with the optimal signage hardware and software. That’s in addition to installing, configuring and maintaining the technology.

Beyond that, though, an integrator can also manage your digital signage network if it’s too much to juggle in-house. Not only will that free up your IT personnel for other tasks, it ensures that your digital signage continues delivering value long after it’s integrated.

Much of the time, we’re trying to get from point A to point B, and wayfinding technology is helping us do that more effectively. Wayfinding technology can be integrated into other AV solutions like digital signage, and it offers an unbeatable combination of interactivity and utility.

People respond well to helpful technology, and wayfinding is one of the most helpful technologies out there. With it, users can map out their surroundings, determine where to go next and download step-by-step directions to get there. In short, wayfinding is the kind of digital signage solution that makes sense almost anywhere.

How Can Wayfinding Be Used With A Digital Signage Solution?

Some buildings and campuses are too sprawling for easy navigation. In these areas, people are more likely to get lost, and when they do, they’ll start hunting for a map. What these people could really use is interactive digital signage that has wayfinding features built in.

Digital signage is an ideal replacement for print maps or information kiosks because they’re vivid, frequently animated and interactive. They attract attention from a distance like a helpful beacon and can immediately point people in the right direction.

Wayfinding, though, is more than just a map replacement. It can do that, but wayfinding software usually comes with additional features that provide extra assistance.

What Features Can Be Included With A Wayfinding System?

At its most basic, a wayfinding solution is an interactive map that users can navigate by. Wayfinding solutions don’t have to be basic, though, and may include additional features like:

What Are The Benefits Of Wayfinding Technology?

There’s a lot to like with wayfinding technology and not much downside to consider. Some of the benefits of wayfinding include:

Where Are Wayfinding Solutions Found?

Wayfinding technology is a valuable addition in a lot of settings – specifically settings where it’s easy for people to get lost. For example, you would likely find wayfinding via digital signage in:

In these large, complicated areas, wayfinding is a good fit, and not just because of the utility it offers. It’s also a good fit because hotels, malls and the like already have digital signage in place. Adding wayfinding technology to digital signage is something a certified AV integrator can do quickly and without involving additional hardware.

A Certified AV Integrator Can Set Up Your Wayfinding Solution

Wayfinding isn’t the most difficult AV solution to implement and configure, but there are a lot of wayfinding solutions to choose from. They differ greatly in how easy they are to use and what features they provide. Some solutions offer multiple tiers of service, too, and the difference in price between them can be considerable.

While searching for ideal wayfinding software, you’re likely to have questions. This is where a certified AV integrator can help. Experienced integrators are familiar with industry-leading wayfinding solutions, what they offer and what hardware setups they are most compatible with. An integrator can help organizations choose the best option for their needs and configure it so it works properly right away.

There Are Plenty Of Reasons To Consider Wayfinding Solutions

Wayfinding is quick and inexpensive to set up if digital signage is already in use, and it boosts the customer experience and reinforces branding. It also eliminates the need for less effective options, like print maps or information centers.

It’s not a surprise, then, that wayfinding is one of the most popular digital signage solutions organizations are looking for. Chances are, your organization could benefit from them as well.

Pay For Your Digital Signage Solution With Advertising Dollars

Digital signage is a proven AV solution in education. According to industry surveys, more than 70 percent of U.S. universities have adopted digital signage to some extent, and among those that haven’t, the initial cost may be a concern.

What if, though, your school’s digital signage solution could pay for itself? It’s possible to do that because digital signage is a valuable advertising medium. It’s quickly replacing print and static ads in many settings, so wherever there are advertising opportunities to be found, digital signage will make a bigger impact than traditional alternatives.

For example, high school and university sport stadiums often feature large scoreboards and advertising spaces. With digital signage, both the scoreboard and advertising can be incorporated into a single display or videowall. During games, part of the scoreboard can be reserved for advertisers, which is a valuable piece of marketing real estate for potential business partners. With time, a digital signage solution could pay for itself in this way, and faster than you might think. That’s because digital signage offers an excellent return on investment.

Five Reasons Why Digital Signage Offers a Premium ROI

High school and university athletic facilities have been decorated with print advertising for a long time, but digital signage offers a more effective, more profitable alternative. Here are five reasons why:

Consult With a Certified Integrator to Implement Your Digital Signage Solution

Digital signage is one of the most popular AV solutions for commercial, education and government clients. That’s partly because in the hands of a certified professional, digital signage can be installed and configured quickly, and to the client’s specifications. Certified AV integrators will also be able to help with the actual design of the sign, taking your ideas and turning them into reality. Whether for the initial set up, or on an ongoing basis, graphic designers can be an important part of digital signage success. Here’s why your school or university should consider partnering with an integrator for its digital signage project:

• Certified integrators are future focused – The AV industry is developing at a brisk pace, with new technologies emerging every year. A certified integrator is the first to understand these solutions and adapt them for their clients’ needs. With a certified integrator, you have a long-term technology partner on your side, able to provide guidance and recommendations when upgrades or replacements are required.
• Certified integrators are AV specialists – It may be tempting to assign AV-related duties to your school’s IT team, but even experienced IT professionals may have no history of working with AV. This knowledge gap will likely result in delays and cost overruns that certified integrators know how to plan for and avoid.
• Certified integrators can monitor and maintain your AV equipment – Certified integrators stand behind their work, which is why they’re willing to provide extended maintenance and support, long after installation is handled. With a maintenance agreement in place, your school’s digital signage is protected from performance issues and hardware failures.

Digital signage is a powerful communication medium, so it’s no surprise that it’s become a favorite technology among advertisers and businesses. This can be leveraged by schools and universities to generate an additional revenue stream and offset, even eliminate the cost of installing digital signage on campus.