• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer

My TechDecisions

  • COVID-19 Update
  • Best of Tech Decisions
  • Topics
    • Video
    • Audio
    • Mobility
    • Unified Communications
    • IT Infrastructure
    • Network Security
    • Physical Security
    • Facility
    • Compliance
  • RFP Resources
  • Resources
  • Podcasts
  • Subscribe
  • Project of the Week
  • Latest News
  • About Us
    SEARCH
Video

How to Overcome 10 Content Challenges with Digital Signage

It's not easy to deal with the challenges around digital signage. Here are 10 obstacles to overcome when pushing content to digital signage systems.

September 27, 2017 Steve Glancey and Bryan Meszaros Leave a Comment

Photos & Slideshow
View the slideshow View the slideshow
View Slideshow

Although often relegated to the back seat, the process of content creation drives the success of a digital signage program. It is therefore essential to develop a mental map of each component stage, from strategizing and budgeting, through development and optimization, and to address the unique requirements and challenges of each one. With a clear plan in place, potential stall-outs are easily avoided, and obstacles, overcome. What follows is a collection of tips and tricks that we have developed in the course of our experience, and found helpful in navigating some of the difficulties that inevitably accompany a creative undertaking. We here pass them on to you to help better position you for your next endeavor.

Obstacle #1: Project Ownership

The nature of project ownership is critical and, unfortunately, often blurred in understanding. Is the person being said to “own” a project responsible, by definition, for all aspects of its design and production? In a word: no! Rather, they manage and monitor the numerous interlocking parts of the creative engine – the gathering of assets, messaging, design, and approval – each of which is the domain of a different person, or team. This last, the granting of approval, is generally understood, and intended as the concluding step. However, its finality hinges upon the clear delineation and coordination of the preceding steps, without which requests for further changes are far more likely to arise. Changing even one textual element could disrupt the flow, look and feel of the whole product, and force the designer to go back and rework it from the ground up to accommodate the change.

Obstacle #2: Content Strategy

Designers create content within “closed environments;” they alone experience, and interact with their creations during the design process. Yet given that their creations are ultimately destined for display in “open environments” subject to such variables as viewing distance, demographics, audience journey, time of day etc., it’s important to keep in mind that every content piece adhering perfectly to fundamental principles of design in the abstract carries no guarantee of effectiveness when it goes “live.” All these variables, and more, should be researched and applied to your content: type, structure, design, refresh rate etc. as they will deeply impact the audience engagement with, and effectiveness of the intended message.

Steve Glancey is Vice President of Business Development at Screenfeed. He has worked with many digital signage software solutions, allowing him to gain an understanding of their strengths and weaknesses in relation to scheduling and managing content.

Bryan Meszaros is the CEO and Founder of OpenEye Global. His vision and interpretation of interactive and visual media has transformed OpenEye into an elite industry-leading agency. With more than 16 years of experience, Meszaros is recognized as an industry leader.

Obstacle #3: Playlist Strategy

Optimizing your playlist requires the delicate counterbalancing of numerous considerations, all within the framework of your budget and network objectives. Loop length, for example, must be in step with audience dwell time. Make your playlist too long, and it will be a waste of network resources; too short, and you will forfeit network opportunities. Couple dwell time with the return rate of your audience; multiply by an effective frequency of 4-7 (the number of times a viewer needs to be exposed to a message before it is thoroughly communicated); and add to that any wish to day-part, or employ triggers, feeds, or logic that activates different content depending on the time, or viewer body-language or demographics and you will begin to get the measure of what it is to develop a strategic plan that truly capitalizes on the possibilities of digital signage.

Obstacle #4: Gathering Assets

The process of gathering assets is more complicated than the phrase would suggest, as they are not, in fact, necessarily useable simply by virtue of being “digital” – a reality difficult to concede for clients unfamiliar with concepts such as image quality, and display resolution. Fortunately, a little proactive education explaining such fundamentals within the specific context of your plan to develop content for a client (using which editing program, and in which output format) often goes a long way towards bringing about the submission better-quality files, even if they are not all vector graphics, files of 300dpi or more are ideal. Of course, there is always the possibility that there are no usable assets to uncover. Sometimes the image quality of a graphic is too poor, or the asset does not exist in a version that supports editing, requiring you to start from scratch. The bottom line is: avoid assuming anything about your client’s level of knowledge or organization, and be prepared to explain why their idea and/or materials may need to be scrapped or revised.

Obstacle #5: Content Licensing

Content licensing does not abide by the “finders, keepers” rule. Possession of an asset does not necessarily confer the right to display it in a commercial setting, even if it was acquired “for free” – a reality sometimes difficult to accept in a world where side-stepping costs is so often possible. However, several lawsuits over the years have been brought against digital signage companies whose network owners failed to negotiate an agreement (either in the form of a one-time payment, or an ongoing subscription) with the owner of every asset in their playlist. Given the costs incurred by such a lawsuit, it’s essential to address licensing costs early and often, and to ensure that a line item appears in the budget from the very beginning. “But that CNN feed says that it’s free…” Look again at the terms. Free news feeds, and most free or inexpensive weather feeds are available only for non-commercial use.

Pages: Page 1 Page 2

Tagged With: Content Management, Digital Signage

Related Content:

  • Top New Technology Awards ISE 2022 logo 2022 Top New Technology (TNT) Awards Winners Announced…
  • Poly Hybrid Work Technology and Understanding Workstyles Will Help Support Hybrid…
  • Writing Write for Us: Why You Should Write for…
  • Room with multiple computers outsourcing content on videowall to depict Datapath Aetria's connectivity. Datapath Aetria To Provide Direct Support for Videowalls

Free downloadable guide you may like:

  • The State of Digital Signage & Video Wall Technology

    Digital signs and video walls come in a variety of sizes, configurations and pixel pitches, but they share a common purpose: communicating information

Reader Interactions

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Get the FREE Tech Decisions eNewsletter

Sign up Today!

Latest Downloads

The State of the IT Department in 2022

The role of the IT professional has shifted from one that supports the business to one that is deserving of a seat at the table when it comes to ma...

Hybrid Work Challenges
The Three Most Common Hybrid Work Challenges Two Years Into the Pandemic

Many of us have been working in a hybrid environment for two years now. Our editors thought this would be a good time to take a look at what’s work...

These 10 IT Certifications Are Critical To An IT Pro’s Success in 2022

Here are 10 cloud, data and security certifications that we identify as critical to an IT professional’s resume in 2022 and beyond, according to a ...

View All Downloads

Would you like your latest project featured on TechDecisions as Project of the Week?

Apply Today!
Sharp Microsoft Collaboration HQ Logo

Learn More About the
Windows Collaboration Display

More from Our Sister Publications

Get the latest news about AV integrators and Security installers from our sister publications:

Commercial IntegratorSecurity Sales

AV-iQ

Footer

TechDecisions

  • Home
  • Welcome to TechDecisions
  • Subscribe to the Newsletter
  • Contact Us
  • Media Solutions & Advertising
  • Comment Guidelines
  • RSS Feeds
  • Terms of Use
  • Privacy Policy
  • Twitter
  • Facebook
  • Linkedin

Free Technology Guides

FREE Downloadable resources from TechDecisions provide timely insight into the issues that IT, A/V, and Security end-users, managers, and decision makers are facing in commercial, corporate, education, institutional, and other vertical markets

View all Guides
TD Project of the Week

Get your latest project featured on TechDecisions Project of the Week. Submit your work once and it will be eligible for all upcoming weeks.

Enter Today!

© 2022 Emerald X, LLC. All rights reserved.