o, you’re thinking about using
Will the content be presented on a
require, what functionality you require,
digital signage — the most
and the price – in that order. Think about
effective form of marketing and
What will be the content resolution
how you want to manage and control your
messaging known to humankind
— for your business or orga-
Will you be using still imagery, full-
nization. That’s a good idea, without a
motion graphics, video, etc?
Will you require dayparting (showing
doubt! But before you take the plunge you
different content at different times of day)
really should consider a number of critical
The answer to these questions should
and important variables that could make or
align with your marketing strategy and
Will you require different content to be
break that otherwise effective and engag-
your goals and objectives relating to the
displayed on different days?
ing digital signage display.
digital signage solution.
What level of reliability do you desire?
Proper planning is essential for any digi-
(Generally, this is a no-brainer but it does
tal signage deployment, whether you’re
relate to your budget)
considering one or 100 screens. With
that in mind, here are a handful of helpful
questions to ask yourself before the project
While the type of digital signage hard-
ware to be used is determined primarily
Finally, there is one more very important
by the content requirements, your budget
question to answer:
Goals & Objectives
On which Operating System (OS) will it
be based – Windows, Linux, Mac?
and the environments into which the system
is being installed, there are other factors
This is the first question to answer and
After having read this do you honestly
have the time and energy to deal, man-
the most important:
age and see all this to completion and
Do you require commercial grade
What is our goal or objective with this
screens rated for 16-24hr usage?
Will you need a portrait or landscape
Deciding to implement digital signage
Will it fulfill the requirement of all areas
in your business or organization is a big
of your business?
Is it a video-wall application, and if so,
decision and can be a major investment.
Will it be displaying content for educa-
what is the desired bezel width?
It’s a strategy that can be rich in rewards
tional or marketing purposes, or both?
How will the digital signage solution
but if it’s not done properly, with equal
Will it be targeting external or internal
compliment or match the decour of the
attention given to all the aspects mentioned
audiences or both?
environment – is this important?
above, it could turn into a bad investment
How frequently will you need to
Will you want extended warranties on
and instead of hitting your goals and
change or update the content?
the equipment? Typical warranties offer 2,
objectives, it could fail miserably and tar-
At what locations do you anticipate
3, or 5 year options.
nish your brand and your image.
using the digital signage and who will be
What if someone changes the input
That’s where a company like EyeLook
the targeted audience?
looking for the football game or a TV sta-
Media comes in. You may need a full-
tion? This happens!
service digital signage solutions provider
By being able to answer these question
What works best – an internal media
that does it all: from strategy to deployment
clear and concise answers allows you to
player inside the housing of the display
and everything in between and beyond.
not only move forward with the project but
panel or an external media player
This will ensure your digital signage solu-
to be able to track and gauge its success.
mounted behind the display?
tion is a successful one.n
Content is King
It’s very important to really define the
This element of your digital signage
is primarily driven by what features you
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