Beginner’s Expert Guide to Digital Signage

Digital signs have become the talk of the town in the past couple of years. If you are looking for innovative ways to captivate customers and broadcast your message to a wide audience, chances are you have encountered this rising trend. Today’s article serves as a beginner's guide to digital signage, the technology that is set to transform every space from stores to corporate offices and even the cityscape. 

Keep reading to learn more about

• Basics of Digital Signage
• Key Components of Digital Signage Systems
• Technical Foundations of Digital Signage
• Cloud or On-Premise?
• Interactive Digital Signage
• Crafting Engaging Digital Signage Content
• Real-world Applications of Digital Signage
• FAQs

Basics of Digital Signage

When people use the term digital signage, usually they refer to it as a medium, tool or business industry. To fully understand this technology and its potential, it is necessary to grasp what each aspect means.

First of all, it is an excellent medium for conveying visual information which is extremely important in this day and age as 90% of the information transmitted to the brain is visual. Companies and organisations that adopt this tool experience enhanced revenue, better communication, and ultimately, increased satisfaction among both customers and employees.

Moving on, digital signs are also a booming business. According to GVR, this market is projected to grow by around 8% by 2030. This leads me to the most important thing to keep in mind when making any new investment: will my investment still be relevant in 5 years? Well, in this case, the answer is a loud YES! 

Since its early development, the industry has only been increasing in popularity as more and more companies learn about its potential to boost sales, attract customers, captivate audiences and showcase all sorts of content items.

As with any business, networking is key to staying on top of the latest developments, and what better way to do this than by signing up for LOOKBEYOND – the first virtual digital signage event dedicated to learning all about MagicINFO and Samsung smart signage? Doing so will accelerate your knowledge, enrich your business, empower your assets and increase your results! 

Key Components of Digital Signage Systems

Now that we have covered this technology's basics, it is time to learn about its key components. A typical digital signage installation includes a screen (or screens), a player and a content management system. It also involves connectivity cables such as HDMI, DVI or VGA.

Displays for Digital Signs

Digital signage displays are devices specifically designed to display content continuously. They come in a variety of sizes and types, making it easy for anyone to find a suitable option. Depending on your goals with this technology and  business needs, you can choose from the following:

• LCD/LED displays
• Interactive displays
• Video walls
• LED walls 
• Kiosk

You can find more information about the different display options for your business by checking out this useful digital signage hardware guide. 

Digital Signage Media Players

Depending on the hardware you will opt for, you might need to purchase an external player or not. The biggest advantage of Samsung hardware is that you do not need an external player as their hardware comes with a built-in player that works on an SoC (System on a Chip). Opting for this can save you quite a lot of money, especially if your installation requires a high number of displays. For example, if your installation has more than 100 screens you can save approximately 25% of your budget. 

Another really good reason for choosing a built-in player is that it looks more aesthetically pleasing to the eye since you will get rid of all those annoying cables that can make the installation look quite messy. 

Content Management Systems (CMS) for Digital Signage

Again, the availability of compatible software often depends on your hardware, and it usually complements the player. However, since this is a knowledge platform for MagicINFO, this article focuses on what you can achieve with this powerful solution. Check out this guide for an in-depth comparison between the most popular digital signage software solutions.

MagicINFO comes in three versions: Premium, Lite, or Remote Management. The Premium version allows you to enjoy all the features MagicINFO offers, meanwhile, the Lite version only focuses on the essential features. Remote Management is mostly suited for those interested only in controlling their devices remotely. 

Technical Foundations of Digital Signage

Embarking on your journey with digital signs might seem a tad daunting at first, especially with all the technical aspects to keep in mind. But fear not! Understanding these technical foundations will empower you to make informed decisions, ensuring your venture into this innovative world is both successful and straightforward.

Cloud or On-Premise?

An important choice you have to make is if you want complete control over your signage system by purchasing a licensed version of your preferred software, or if you prefer the convenience of managing everything online using a cloud subscription.

On-Premise Digital Signage

On-premise digital signage means everything is set up and runs on your company’s servers. You are in charge of all the tech stuff and keeping it up-to-date. It is usually safer and more reliable because you control everything, including who can access it. However, the initial investment for the equipment and software is higher. Additionally, it may be challenging if you lack a dedicated tech team with the required expertise to manage them effectively.

Cloud-Based Digital Signage

Cloud-based digital signage works over the Internet, with everything stored and managed online by another company. You do not have to worry about updates or maintenance — that is all taken care of for you. It is easier to get started and to change things as you need and you can even opt to pay in monthly instalments, which can make it easier on your budget. However, your information is kept on someone else's servers and you might not have as much control or ability to customise things exactly how you want. 

Luckily, MagicInfo Services can create private cloud environments for companies that want to use this option but do not want to worry about cybersecurity. Moreover, private cloud environments are dedicated spaces that can be customised for your specific needs. 

Considering the Physical Environment: Indoor and Outdoor Signage

Another important thing to keep in mind when designing your project is whether your displays will be located indoors or outdoors. This is because digital signage indoor and outdoor displays cater to different environments and usage requirements.

The indoor displays from Samsung's Smart Signage lineup, known for higher resolution and energy-efficient technology, feature robust builds. These displays deliver clear and vibrant visuals ideal for controlled environments such as retail stores, restaurants and corporate settings.

On the other hand, outdoor displays are built to withstand a variety of weather conditions, featuring weather-resistant designs and higher brightness levels to ensure visibility even in direct sunlight. These screens are ideal for applications like outdoor advertising, public transit information, and event promotions.

Interactive Touch Screen Digital Signage

Last but not least, touchscreens are also seen more often nowadays. These displays are designed with intuitive interfaces that allow users to manage their kiosk screens using a custom application. The Samsung kiosk comes in 1 standard size of 24 inches. 

One advantage of using digital signage kiosks is that they can be equipped with touchscreens or other interactive features, allowing customers to engage with the content and products in real time. This can be particularly effective for businesses looking to provide self-service options, such as in-store ordering or product information displays.

In a world where engagement is key to success, interactive touchscreen signage offers an unparalleled opportunity to connect with your audience. These displays invite users to interact, explore and engage with your content in a dynamic and personal manner. From crafting the future of retail with interactive digital signage to creating gamified experiences for classrooms, this transforms passive viewers into active participants to enrich their experience and deepen their connection with your message.

Crafting Engaging Digital Signage Content

Once you have your screens and software up and running, there is still one step left: creating content. The right audience, the right message, the right time and the right place. When you think about creating the best content for your displays, you should always bear in mind these four elements. If any of these is missing or is not optimal, your goals with digital signage will be affected and you will not achieve the desired result. Below we outlined a step-by-step approach to help you design the best content possible. 

Step 1: Define Your Goals Clearly 

The first step is to determine your main goal for the signage campaign. Think about how you can use digital screens to achieve your communication goals. Do you want to create a WOW experience for your customers or improve your internal communication at the office? Outline the different objectives you have for your signage network and determine the main goal for your business. 

If you get stuck along the way, do not hesitate to contact us. We have an extensive training offer that will help you get the most out of your content strategy.

Step 2: Get to Know Your Audience Beforehand

We strongly encourage you to start planning the content strategy by determining your target audience. Learn as much as you can about the people you want to reach with your campaign. Look into their demographics (age, sex, race, etc.), but also consider their lifestyle (e.g. medical professionals) and personal interests, like hobbies.

It is also important to think specifically about signage target groups. Think about your target audience and the location of your displays. Let’s say that your screens are installed at the dentist. Patients will likely stay in the waiting room for a few minutes, so you can tailor the content to provide them with additional information about the services available and shorten the perceived wait time. 

When trying to define your target audiences, you should be very specific. For instance, consider your average customer's income, estimate their age] and contemplate their preferred car or supermarket. Perhaps insignificant questions, but they force you to think about the added value of your company. Do you deliver the best quality, at the lowest price or do you rely on your image?

Step 3: Choose the Best Location for Your Screens

Once you define your target audience and determine your signage goal, it is time to decide where your content can make the biggest difference. If you already have an existing network of displays, we recommend you check if it operates well. 

An expert tip is to observe your target audience before you place the digital signage displays. Find out how people are engaging with the location. Look for traffic areas or any places that may be confusing. For example, underground stations often place signage close to high traffic and waiting areas. This increases the chances of people eyeballing your advertisement. Now, imagine if that static ad moved. Wouldn’t that catch your attention immediately? Well, yes, of course. 

Step 4: Design the Perfect Message 

Now it is finally time to start thinking about what will be published on the displays. While for many people content is the first step in digital signage, a message can only be effective if it comes from steps 1 to 3. You must have a clear message that you want to communicate to your target audience using digital displays. This will help you achieve your business goals by providing the right information to your ideal customers. 

Imagine that you own a jewellery store that sells feminine items, so you decide to run a Saint Valentine’s campaign. In that case, you want to also target the spouse who will purchase your product as a gift, not just the individual who will wear it. So, your campaign should have a clear message of why your product is the perfect Valentine’s gift for a loved one.

Creating compelling digital content is both an art and a science. It is about crafting messages that not only capture attention but also inspire action. Whether through dazzling visuals, captivating narratives or interactive experiences, your content is the heartbeat of your signage strategy. 

Real-World Applications of Digital Signage

Now that we have covered everything you need to know about digital signs and the technology that makes it all possible, we can move on and explore the two real-life applications below. 

Enhancing Retail Experiences with Digital Signage: 5 Lakes Coffee 

Five Lakes Coffee, a family-owned business based in Michigan US, was opening a new coffee shop a few years ago and they were ready to try digital screens for advertising. At the time the in-house team was quite small which is why the company needed user-friendly software from a company that could provide expert support. 

The company chose the MagicINFO software to encourage customers to follow them on social media, sign up for text alerts, subscribe to their newsletter, visit their website, and order DIY coffee directly from their roastery. All of this was possible because MagicINFO allows content items to be updated remotely.

You can give the full Five Lakes Coffee case study a read and learn more about how they used digital signage to seamlessly target customers. 

Corporate Communication through Digital Signage

Manufacturer of agricultural equipment KUHN in Geldrop, the Netherlands, was looking for a way to inform employees of company visits, news items and personnel figures in a valuable way. Broadcasting with digital signage displays turned out to be the solution.

Internal communication was fragmented at first. Throughout the building, there were bulletin boards with company information. A quarterly newsletter was also distributed, but not everyone had an email. The challenge was finding a way to engage all employees.

KUHN opted for MagicINFO on-premise via licences. With a local server and their own emergency power supply, the employees have everything under their control. 

"This way we are independent of external parties and adjustments can be made at any time," the KUHN spokesperson says. The HR department usually makes those adjustments. "They quickly mastered the software. New trainees can create a presentation after the first day of work without any difficulty and watch the uploaded content live." 

The templates provided by MagicInfo Services (powered by ScreenCom) made it super easy to maintain a consistent look. Should you get stuck, support is always available. "Even though it is not complicated, with support there is often just a little more possible." 

You can give the full Kuhn case study a read and learn more about how they used digital signage to improve internal communication. 

Conclusion

In a nutshell, digital signage represents a leap forward in how you can communicate with audiences. From getting the basics of understanding what digital signs are to delving into their key components and exploring vast applications, we have covered all the basics of this dynamic medium. 

Whether you are a small business owner or part of a larger corporation, the potential is boundless. By harnessing the power of visual communication, you can captivate customers, streamline operations and propel your message into the digital age. The future of digitalisation is bright and the possibilities are as vast as your imagination.