One of the prevalent attendee questions floating around last week's InfoComm 2009 Show in Orlando was - digital signage - where do I start? It is still a very confusing application to many integrators as well as end users. Unfortunately, many times the answer to the questions you ask as you contemplate designing or installing a digital signage network is, "it depends."
It depends:
on the environment you a placing the network/signs into;
on the number of locations;
on the type of business you are in;
on the type of content you create;
on whether you are creating an ad based (revenue generating) network or an informational (return on objectives) network;
on the number of screens showing the same content;
and many other factors.
One of the thoughts I've had is to create a place where folks can go to learn about the different puzzle pieces in a non-biased way and then learn about all of the questions they need to either ask or answer in order to properly design or install a successful digital signage network. As a review - the basic elements that make up a network are:
Content creation - the obvious root or building block for the network/install - some questions to ponder -
What is the message? What do you or your customer hope to accomplish? How do you know when you've been successful? Who is going to create the messages? How often will you need to change them? How long do they need to be?
Content Management - another key element in your total picture. Content management software companies all have different niches they fill or different ways in which they approach putting your content in the right place and the right time. They also have different ways of coming to market. Some questions to ponder - do you want to own the software? Will a software as a service (SAAS) model work for you? Is the software you are looking at scalable if you add different content streams or players? Can your staff operate the software? Does the software allow you to create your own screen designs? Does the software require a server? Does the software allow for local input and management? Are there levels of authorization built into the software? Do you need to have a player at each screen with the software package you have chosen? Does the software support the type of files you want to display on my screens?
Distribution Technology - In a multiple location network, you need to consider how you want to deploy your content to your various locations. This is also a factor you need to consider in the content management software you select. How does the software get the content to where you need the content to be? Do you use a sneaker net? VPN? Satellite? Cable network? Do you have choices?
Players/Content Servers - a piece of the puzzle in many ways determined by the software you choose. Many content management software packages come either embedded on a player/server or come with specific specifications on what type of player is necessary to maximize the performance of the software. Player types are also determined by the content you are using. Do they support the type of graphics you want to display? Do they support the resolution of the screens you think you want?
Distribution Technology - in location - Once you have gotten the content on to your players - servers in the locations where you want the content to play - how do you get it to your screens. There are several choices you can make to get content to your screens and they all affect the total cost of ownership of your digital signage network. We have several white papers on both the type of technology that exists and the Cost Ramifications of Player placements in a Digital Signage Network. You can download these white papers from this link. Some questions to ponder: How many different screens do you want to show the same content on? How far apart are they? Are your screens accessible during the day? Is there existing infrastructure cabling you can use for your players? Can you run CAT5 cables?
Display Technology - this is obviously the most visible aspect of the digital signage puzzle. The display technology, whether LCD, LED, Plasma or projector, is what your audience looks at. What you may or may not know is the critical questions to ask and rules to follow to help insure a successful outcome from your digital signage network. Size and distance from viewer and player play a part in your selection. The absolute requirement to use commercial grade rather than consumer grade screens in Digital Signage deployments for a host of reasons including control ability, warranty, positioning and durability. Native resolution or resolutions supported is a determining factor for both software and screens. Some questions to ponder: How far away is the audience from the screen? How big is the area you need to cover with one screen? Will a video wall work better for you? How much information will there be on the screen? Will a projector work better for you in your environment? Do you need a touch screen?
Mount Technology - Sometimes one of the most overlooked aspects of the digital signage puzzle, but one of the most important factors in determining the success of your network. Can I use a mount where I need use one that will not only support the screen you are hanging, but also meet all of the building codes required in your location? Do you need a wall mount? Ceiling mount? Floor mount? Where is the power coming from? Does the mount include cable management and a place to mount your player or CAT5 Remote Receiver?
Deployment - a critical element in the cost of a digital signage network, depending on the location and numbers of installations needed in the network. Infrastructure cabling, power requirements, displays and mounts used all affect the cost of deploying a digital signage network.
So as you can see, there are many factors that help determine the success of your digital signage business or the installation of your digital signage network.
Many of the vendors who service the digital signage market play a key role in your education on the subject. There are forums you can participate in, blogs you can follow, associations you can join and newsletters you can subscribe to that are all focused on the Digital Signage Industry.
Many of the software vendors allow for free trials of their software, including Scala and Rise Vision.
The Digital Signage Group and JB&A are specialty Value Added Distributors that focus solely on the digital signage market.
Minicom Digital Signage and others host webinars on how to get started in a digital signage business.
The first step is get started - by learning as much as you can.
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