Picture This: Improve Customer Engagement with Digital Signage

In our last post announcing our new A/V integration practice, we noted that these services can also be leveraged for implementing digital signage solutions. The use of dynamic, interactive displays to deliver compelling and highly targeted messaging to a variety of audiences is now an essential technology in a broad range of industries.

Digital signage is an electronic display that features high-definition video, audio and text. Content can be displayed on anything from tablet screens to the 20-story-tall “spectacular” displays in Times Square using special software to control the messaging. It is commonly used in retail, hospitality, transportation, healthcare and higher education environments, although its applications are virtually endless.

It is used to advertise products, educate customers or provide information that might help customers with their purchasing decisions. It can also be used to deliver real-time updates of news, weather, financial markets, sports or entertainment, depending on what is most relevant to the target audience. It has taken on special importance in the COVID era by providing information, facilitating wayfinding and enabling touchless customer engagements.

Benefits of Digital Signage

The ability to reach customers near the point of purchase has always been one of the chief benefits of digital signage. By strategically placing digital signage and using precisely targeted messaging, you can have a strong influence on a customer’s final purchasing decision.

Customers find the dynamic nature of the content more appealing as well. Unlike traditional print signage, digital enables you to offer a compelling mix of video, text, photos, animation, streaming content and more. Studies have shown that displays with a mix of dynamic content capture 400 percent more views than static displays while improving recall rates by more than 80 percent.

Because messaging can be quickly updated, modified or changed, you can easily experiment with different messages to appeal to different audiences. A good content management system also allows you to rotate messages frequently or show different messages on multiple displays in the same environment.

Displays fitted with sensors can capture data you can use to measure results of advertising campaigns, understand traffic patterns and identify peak business hours. Analysts say the use of sensors will also enable the next big trend in signage — gesture-recognition systems that allow more immersive, touchless interactions.

Expertise Required

While the benefits are well-established, this is not a do-it-yourself technology. Implementing digital signage involves much more than setting up monitors throughout your facility, connecting them to a media player and hitting “play.”

Signage systems have significant network bandwidth requirements and can disrupt or slow the performance of other business applications if your network isn’t up to the task. Delivery over WAN connections to remote or branch offices requires special considerations. You must have a plan for properly monitoring, managing and maintaining the equipment.

Additionally, signage systems include an authoring console, server, content and displays, which are all connected to your network infrastructure. Your authoring console defines the playback format of your content, which is uploaded to a server that distributes the content through a broadband or wireless data network to your various displays.

Effectively implementing and maintaining a digital signage strategy requires someone with expertise in both advanced A/V systems and the underlying networking technologies that drive them. SSD has the proficiency in both areas to help you develop a solution that will enhance the customer experience and meet your business objectives. Contact us to learn more.