Outdoor Digital Signage – Ten Steps to Success
Outdoor Digital Signage Ten Steps to Success
Being a new medium, digital signage can be a struggle to get to grips with. There are many common mistakes, pitfalls and must nots. However, outdoor digital signage is plagued with even more pitfalls and challenges making it almost a completely different industry.
With huge differences in the approach to outdoor digital signage compared to indoor campaigns, it can be all too difficult to make a success of your campaign or get a return on your investment.
However, there are several tricks of the trade and an points to think about which can help you increase the chance of your outdoor digital signage being a success:
1. Ensure you have a goal in mind a clearly defined goal is important before you begin any digital outdoor advertising campaign. Ask yourself, what am I trying to achieve? Drive sales, increase brand awareness or provide general information?
Outdoor Digital Signage Can be a Challenge
2. Establish locations first before you buy the screens, decide on the content or make any other plans, you need to know where the screens will be placed. This can affect all other aspects of the campaign from the size and type of screen required to the type of content that you will be playing.
3. Going alone can be lonely- A common mistake is to think of the project as an extension of your IT department. Digital signage is a new industry but there are those with experience. Choose partners that can help and advise rather than just supply you with hardware. It is also important that somebody takes responsibility for the outdoor digital signage project and that it is managed correctly.
4. Content is king Creating your own content is possible but experience and creativity are a must. If you want to stand out from the crowd, professionally created content will be far more attractive than something knocked-up on the home PC.
5. Protection from the elements Outdoor digital signage has to cope with a lot more than any indoor screen. Rain, wind, hail and snow the sign has to still keep functioning. There are multiple options for this including waterproof outdoor TVs or weatherproof LCD enclosures. Either method should adhere to IP65 or NEMA 4 to ensure that the device has been designed to prevent ingress of rainwater or other elements.
Temperature extremes are another problem for outdoor digital signage. Not only can temperatures drop below zero in the winter months in some areas but it the summer it can rise to sweltering temperatures. Inside the digital signage enclosure the LCD TV needs to be running at the optimum temperature all the time so cooling and heating systems should be included where necessary.
Even extremely hot and dry areas can install digital signage
6. The sun is your enemy One of the biggest challenges for outdoor digital signage is coping with direct sunlight. The sun's reflection can not only reduce the screen brightness but can also cause glare. There are multiple methods of coping with the sun from placing the outdoor digital signage under a canopy, using high brightness LCD TVs; to using more sophisticated methods such as transflexive technology or other anti-reflective measures.
7. Vandalism will wipe out your ROI The signs installed, the content is playing and the screen is running. However, if somebody mindlessly attacks your device the screen could be permanently off, resulting in investment of another screen. With glass frontages, LCD TVs also pose a hazard if they deliberately or accidentally damaged. Shatterproof screens will ensure the screen is protected but the TV itself will also need to be defended against impact. Steel LCD enclosures provide a robust, rugged and cost effective solution.
8. Cost cutting is costly Trying to cut costs and do things on the cheap will often result in further investment or a failed campaign. Using cheap LCD screens, poorly made LCD enclosures or shoddy media playing devices can result in your campaign being ineffective and in essence a waste of the money that you have spent.
9. Visibility matters Meekness is a weakness in the world of digital signage. Visibility is everything. Ensure that your screen is as bright as possible and is not affected by sun glare. Your content should be as vibrant and eye-catching as possible and you should use the largest sized screen you can get away with. Also don't forget to ensure that the screen is directly in the line of sight of your intended audience.
10. Keep Fresh Boring, staid and old content will soon become and annoyance and will melt into the background. Ensure content is regularly updated and uploaded.
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