Digital Signage Finds its Niche in Retail
The explosion of the digital signage market is exciting. With its promise of growth in so many areas, it’s unlike anything marketers have seen before. When you consider all the elements involved in the deployment of a digital signage network — PCs, software, displays, signal distribution, cabling, fabrication, installation, content development and management — you begin to understand why this is an important market segment to be associated with.
Years ago when flat-panel displays first entered the market, I had conversations with retailers about the idea of replacing all their traditional back-lit box signs and poster boards with dynamic digital signage. The easy part was getting them excited after showing off the latest in large-format displays with vivid images of everything from housewares to expensive perfumes. The hard part came after I presented them with a price quote and explained what would be involved in the design, deployment and support for the project.
Today, the benefits of digital signage have gotten easier to understand. It's become easier to deploy, with the costs of the hardware and software coming down considerably. Pair that with the advancements in signage platforms, and the technology is easier to present than ever before. Throw in the green component — i.e., how much paper, fuel and resources can be saved with digital signage — and you'll really get some attention.
So, how does a traditional signage or AV company become successful in migrating to digital signage? Through education and the understanding that effective digital signage is much more than canned video or flashcard picture frames — or even a PC with PowerPoint. It starts with understanding the essential elements that make up a signage solution, and the workflow methodology for scheduling and managing content. Once you get your customers to grasp the concept of time validity and how it relates to zones and playlist schedules, you’ll have conquered the majority of confusion associated with digital signage.
