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The Four Components of Digital Signage

Digital signage has evolved from the bulky CRT displays that ran on video cassettes in the 80’s and ‘90s to today’s super sharp 4K videos run on ultra thin flat screens or video walls. This signage can engage audiences and prove to be crucial in increasing a brand’s reach.

In fact, studies show that digital displays capture 400% more views than their static counterparts. They are also 47.7% effective in terms of brand awareness, and has an 83% recall rate.

If you are interested in digital signage, you should first get to know its components to make sure your investment will be worth it.

Four Components of Digital Signage

Digital signage is a long-term investment. You can market a new product, launch your brand, communicate messages to the public and engage with anyone who will see it.

You can invest in this if you have multiple messages that you need to change or promote. You can also place these where there are long queues to engage people waiting in line. You don’t even have to choose between a static or digital sign; they can complement each other to educate, inform, and entertain your target market.

Every digital signage project contains the following components, which all require consideration and planning:

1. Software

The software basically includes the content and/or device management systems, as well as the playback software on media players:

When picking software, do your due diligence and research whether the vendor can be trusted and is worth their price tag.

2. Hardware

Hardware refers to the physical components of a digital signage.

This includes the screens, media players, network components, wall mounts, etc. If you’re using cloud option to play your content, you would also need internet connection, which involves hard line, Wi-Fi, or mobile technologies.

Infinity Freestanding Digital Screen

We used freestanding digital signage screens in our work for Infiniti, the luxury car brand

You can also opt for a cloud-based solution, in which case, your signage player should be able to connect to the internet to access your content. Other devices, however, can act as a hard drive and store your content within its internal memory. Lastly, if you are investing in multiple displays, it’s best that you go for multiple players as well, unless you have HDMI splitters.

3. Content

Content is the most exciting component of digital signage, as you have control and freedom as to what you will show to your audience. You will be able to communicate with them, and when done right, hit your campaign goals.

Even though you have the most high-end software and hardware, if you don’t have the right content to play on it, your investment will go to waste.

However, content is also the biggest ongoing cost of this project. You have to continuously create fresh content to make sure it stays relevant. What works on day one may not work a month, or even a year, after.

In terms of format, you can create the following:

Infinity Freestanding Digital Screen

Lighboxes supplied by W&Co for Italian gourmet chocolate manufacturer Venchi

4. Strategy

Having a good content strategy will make or break your campaign. Without the right content on display, even the most expensive TV will not give you the returns you’re looking for.

To come up with a viable strategy, do the following:

Digital Signage Will Continue to Grow

Although digital signage is relatively new—the term was actually born in 1992 in a UK shopping centre —it is definitely a medium that a lot of businesses will continue to use in the future.

If you’re interested in using this to strengthen your brand or promote your products, please feel free to contact us here at W&Co and we’ll be more than happy to talk through some options with you.

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