Digital Signage from WireSpring

We've been deploying digital signage networks and writing about the industry for more than eight years. Here's the short version to help you get started.

Digital signage is a broad term encompassing a variety of different applications and technologies. In a general sense, digital signage refers to electronically controlled signs that can be updated without the cost and expense of changing the physical sign itself. Thus, changes can be made quickly and cost effectively, and targeted messages can be distributed to hundreds or thousands of displays at once.

Depending on the application, these dynamic displays can present a custom-tailored mix of informational and advertising content, including product specials, news, and upcoming events. Digital signage networks need to make their content stand out in crowded public venues, so they were among the first to adopt large-screen LCDs, plasma monitors, front/rear projectors, organic LEDs, and holographic and 3D imaging technologies. Plasma and LCD screens are still the most popular options, but that may change as the prices of new display technologies continue to fall. For very simple applications, a digital sign might simply be a scrolling message board, though even those devices are capable of displaying basic graphics and animation.

Aside from traditional wall, ceiling, or endcap mounting, the creative use of display technologies has led to innovations like polarized projection film, which allows high-contrast images to be projected directly onto store windows or displays that appear to float in mid-air.

Where can you find media players and software?

Learn about our FireCast product line for digital signage

What sort of networks are out there today?

Digital signage has made its way into many different out-of-home venues. We examined the four most common types of networks:

• Experience, branding and private-label networks
• Private-label merchandising networks
• Advertising-supported networks
• Public service networks

What type of content works best?

When it comes to content, it seems like everyone's an expert. Here are some different perspectives for you to consider when filling your screen time:

• Presenting a clear call-to-action on your digital signs
• Designing content to capture the First Moment of Truth
• Making great digital signage content: Lessons from TV and print
• Choosing optimal layouts for digital signage displays
• Using templates for cheap, quick digital signage ad customization

What's the ROI?

All this technology is useless if it doesn't produce some tangible benefit for the locations that deploy digital signs, not to mention their advertisers, content partners, and viewers. This basic premise has made return-on-investment (ROI) a hot topic:

• Digital Signage ROI: The ground rules
• Digital Signage ROI: Understanding the limits of your data
• Digital Signage ROI: 3 metrics that matter
• Digital Signage ROI: Methods to gather your data
• Digital Signage ROI: Managing expectations

How do you build a team?

Without the right people, no amount of technology or funding is going to make your network a success. We provide you with a framework for staffing your company or business unit to handle the unique challenges of a digital signage project:

• Introduction to building a digital signage team
• Selecting your technology and operations staff
• Selecting your creative services and merchandising staff
• Selecting your business and finance staff
• Selecting your sales and marketing staff

How should you run a pilot?

We traveled to several digital signage pilots worldwide, and came back with some observations on how to run your own pilot program:

• Digital signage pilots in grocery stores
• Digital signage pilots in clothing and soft goods retailers
• Digital signage pilots in home furnishings stores

What does it cost?

Ah, the big question. Here are some tips for budgeting and determining the total-cost-of-ownership:

• Budgeting for your digital signage project
• Controversy over the cost of digital signage

What's next?
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