Digital signage is now an integral part of any communications system, whether in the public or private sector. LED displays are now used widely in the UK and globally for advertising, conveying information, or to enhance the customer experience. However, if you are new to digital signage, it can be difficult to know if you are using it to best effect.
There’s plenty of information about how to get started, but what about the pitfalls to avoid along the way? Here are some common mistakes to steer well clear of when planning your digital signage strategy.
Not considering the type of content when selecting screen resolution
LED screens are available in a range of resolutions, referred to as pixel pitch. A low pixel pitch provides a higher resolution, meaning that the content will appear crisp and clear when it is viewed from a short distance. This is suitable for screens that will be displaying a large amount of text, such as menus or timetables.
If the screen will be displaying more abstract images paired with large text, it can withstand a higher pixel pitch which will give a lower resolution. This is particularly the case for large-scale screens designed to be viewed from distance, because finer details will be lost in any case.
Not considering the location of the screen
It’s crucial to decide where the screen will be displayed before you buy. Indoor and outdoor screens are built to different specifications. Outdoor screens need to be able to withstand pollution and harsh weather conditions, and they are also brighter so that they remain visible in direct sunlight.
Also consider the typical distance the screen will be viewed from, as this will impact the size and the aforementioned pixel pitch. Screens are not just designed for billboards or walls; transparent screens can be installed over glass; curved screens can be fitted to the shape of a building; and screens can even be fitted to ceilings, floors, and stair risers.
When considering the optimum placement of your screen, take into account foot traffic patterns, ambient lighting, and any other factors that might affect the view of the screen, such as street furniture or internal architecture. It can be useful to carry out surveys of the behaviour of your target audience to assess where the screen will have maximum impact.
Not having an integrated content management system
To take advantage of the full potential of digital screens, it’s essential to have a content management system (CMS) that is fully compatible with your screen and is easy to operate. This allows you to upload and arrange the content yourself, and schedule the timings of the display in advance, or change it at a moment’s notice.
This will give you the true flexibility and control that allows you to communicate in real time with your audience, bringing huge advantages whether you have notifications such as a timetable change, or you want to keep customers informed of the latest promotional messages or pricing schemes.
Not having a content strategy
First and foremost, you should consider what the objectives are for your digital signage content. Define the purpose of the content and identify your goals. Is it purely to disseminate information to the general public, or is it to drive sales, increase brand awareness, or enhance the customer experience?
Consider who your target audience is, in terms of their age, gender, preferences, needs, and so on. Design your content so that the purpose is clear from first glance, avoiding an overly cluttered and busy layout. In most cases, your audience will only look at the screen for a few seconds, and if they can’t grasp the meaning of the content they will move on.
Pay careful attention to the balance of text and images, and also consider if the colour scheme and layout are appropriate. You may wish to include video content or rotating images to capture the attention and keep the content fresh and engaging.
Not utilising analytics tools
Unless you track and measure the effectiveness of your digital screen, you will never be certain that you are using it to its full potential. This could be a source of inconvenience to users, or it could mean that the screen is underperforming as a marketing tool and you are not receiving a good return on investment.
Therefore it is wise to take advantage of the insights that can be gained from measurement and analytic tools, which can help you monitor audience engagement, dwell time and conversion rates. This can help you to refine your content strategy and make any necessary adjustments.