Digital signage has become an important new communications medium. Here’s a look at the basics of why that’s so.

We often read so much about the technology of digital signage that we can forget what this technology is all about—getting communication results that go above and beyond non-digital efforts.

Sure the technology is cool, but most business managers want to add value to their efforts and ultimately to their businesses. That’s why digital signs are important.

Let’s get back to the basics of digital signage –specifically, why should professional communicators and managers turn to digital signage to convey their important messages? Actually, there are several reasons, including:

-To increase a company’s visibility. One of the biggest problems retailers have when it comes to self-promotion is cutting through all of the marketing noise generated by every other business –be it on radio or TV, in newspapers and magazines or from competing store front signs. Digital signage can cut through those distractions by attracting and directing the attention of the most important potential buyers of all –those in a store who are ready to spend money on a purchase.

-To help solidify relationships with customers and vendors. Consider an auto dealership waiting room with customers seated waiting for their cars to be fixed. With well-positioned digital signage messaging –as opposed to an ordinary TV displaying a cable news channel- the dealership can promote special offers aimed at its captive digital signage audience as a reward for choosing to do business with the dealership. Or, in a corporate setting, a digital sign in the lobby can be used to welcome scheduled vendors, guests and other visitors as they arrive –a simple move that builds goodwill.

-To deliver critical information more efficiently. In times of emergency, an existing digital signage network can be a lifesaver, providing critically important messages alerting employees, customers and other guests of exit locations, storm shelters and other vital information. Look for digital signage systems that have the ability to display local alerts instantly by sourcing third-party Emergency Alert Software (EAS) information, providing instant text alerts as well as coordinated signage that gives up-to-the-second information to all concerned.

-To save time. Preparing a static, printed sign is labor-intensive, expensive and time-consuming. The same message can be created and displayed far more quickly with a digital sign. Add to that the recurring expense of printing new signs as needs change versus simply updating a digital sign with a few keystrokes and it doesn’t take long to begin earning a tidy ROI from a digital sign.

-To attract greater attention than is possible with static, printed signs. The other drawback of print is that it is static. Human brains are programmed for motion. Our eyes are automatically drawn to moving objects. Digital signs displaying full of motion video are dynamic not static. They tap into something that is innately human to demand attention and hold it.

-To increase the efficiency of employees. Emails don’t work well, especially in a production environment. Imagine an industrial plant where management wants to communicate vital information to hundreds of workers. Perhaps it’s production quotas vs. actual performance; perhaps it’s mean time between accidental employee injuries; perhaps it’s delivery information regarding vital components that are en route. In all of these instances –and others too numerous to recount here- digital signage has the ability to convey important information to a workforce that is vital to employees maintaining a safe, efficient environment.

There you have it –many reasons why digital signage is an important, effective communications alternative that professional communicators and managers can no longer ignore. Sometimes it’s good to get back to basics.

Digital Signage...
1) Can increase your company’s visibility,
2) Can help solidify your customer and vendor relationships,
3) Can deliver critical information more efficiently,
4) Saves time,
5) Attracts attention better than static signs,
6) Can increase the efficiency of your employees.
 
And, digital signage can be less expensive than what you are already using.
 
What do you think?

Are you thinking about buying a digital signage system? How about upgrading your old system? If so, you have likely encountered some snark when it comes to software-as-a-service versus on-premises software. Which is best for you is totally determined by your needs and if it works for your budget. Object lesson: cheaper is not always cheaper in the long run.

Some digital signage companies like Keywest Technology have developed both SaaS and on-premises software based on Android, Linux and Windows. Since developing and launching our newest platform in the Cloud, we sometimes hear unjustified reasons for rejecting cloud signage. Here are some typical comments and questions (or objections) to cloud-based software vs. on-premises software.

DIGITAL SIGNAGE BUYER: I’m afraid my data won’t be secure in the Cloud.

KEYWEST TECH: Find a digital signage SaaS provider who uses HTTPS for all data transfers. This layers the HTTP protocol on top of the SSL/TLS protocol, thereby adding military-grade encryption for both the up/down transfers. This is the same level of security that the World Wide Web uses everyday for millions of financial and other secured transactions. Additionally, any reputable cloud-storage company provides storage secured with encryption and other techniques. For these reasons industry experts report that such schemes are more secure than most corporate networks.

Additionally, more advanced cloud signage uses a technique called “cloud files” that actually keeps clients’ data, media, account and billing information in separate locations. This greatly reduces the likelihood of a successful hack.

DIGITAL SIGNAGE BUYER: Digital signage in the cloud is a bandwidth hog!

KEYWEST TECH: This statement used to be somewhat true back in the “video streaming” days, but most modern SaaS systems today use pull technology, which caches the playlist on the media player and therefore uses bandwidth only for the original download and future updates. This is similar to the bandwidth of on-premises software that stores the playlists on local hard drives--except the cloud systems may have the advantage of using web-optimized media encoders that reduce the file size using more efficient H.264 technology among others.

DIGITAL SIGNAGE BUYER: If you lose the Internet connection to a cloud media player, the screen will go dark.

KEYWEST TECH: If the cloud player is designed to cache the playlist, the lost connection should not affect the pre-loaded playlist, which continues to play "as is" with no loss of picture or content. When the connection is restored, new content gets updated seamlessly and automatically.

DIGITAL SIGNAGE BUYER: Will I lose the ability to change my content on the fly with a cloud digital signage system?

KEYWEST TECH: No, you can change the content on the fly with SaaS digital signage just like with on-premises software. It may be true that the download takes a bit longer than an on-premises system, but we are measuring seconds and minutes at most here, not hours, assuming you have a typical broadband connection. Plus, with a cloud system, you can easily schedule downloads to occur at a time that is best for your network. This is not so easy with on-premises software unless you have a local server, which adds greatly to the cost of ownership and system complexity.

DIGITAL SIGNAGE BUYER: SaaS costs way too much. All we need is a simple system.

KEYWEST TECH: Cost savings is a huge factor that a well-designed SaaS system should provide. We help our customers calculate the ROI (return on investment) and COO (cost of ownership) of both platforms we offer--cloud vs. premise. When you factor in the savings from reduced hardware cost, reduced downtime, minimal maintenance cost, and then weigh in the added benefits of a cloud service like anywhere accessibility, free upgrades, free content, free widgets, comprehensive database and real-time cloud sourcing of third-party data and content, interactive integration, ease of use, etc., the cloud systems win (almost) every time in the ROO (return on objectives) arena.

Saying this, Keywest Technology continues to provide multiple platforms because there are some digital signage applications that are just simpler and cheaper to go with on-premises software. However, you don't need to be a large enterprise to benefit from a cloud system. SMBs are benefiting from cloud digital signage everyday without the objections mentioned in this article.

DIGITAL SIGNAGE BUYER: Why should I pay for digital signage? After all, some offer it for FREE!

KEYWEST TECH: Some people think at first that "free digital signage software" is going to come rolling out of the box like an Apple and set itself up and proclaim it's ready to go, but here’s the skinny: you will spend maximum time and effort to make it all work only to learn that what you really want will cost you anyway. From our experience with clients who got sick of paying too much for "free" software, we suggest you "cut bait" and go with companies who don't use such gimmicky marketing tactics and instead go with providers who know how to deliver true value. Full-service digital signage solution providers—who deliver not just digital signage software—but support, system design, content design and marketing know-how, provide business value beyond a flashy sign.

Digital signage for manufacturing plants is probably the least understood and talked about of all applications. However, when it comes to applications that yield qualitative benefits, digital signage can display critical production line alerts, plant metrics and reinforce safety information that make it an instrumental resource for any modern operation.

Oftentimes, ROI of digital signage for businesses is spoken of in terms of cost savings, measured impact on sales, improved customer experience, brand reinforcement and the like. But when it comes to manufacturing plants, ROI is often first realized with an improvement in safety. The cost savings of a safer work environment is huge, especially considering that just one injury costs a plant $78,000 on average.  This is where digital signage can shine in manufacturing, considering how well and easy it accomplishes repetitive and engaging communications that include safety reminders and alerts. 

Modern manufacturing often involves lean manufacturing initiatives, which digital signage can address with built-in production data integration. Digital signage often supports “set it and forget it” programming, so floor managers can spend more time on the floor accompanying their plant workers, which has a tendency to boost morale and promote teamwork. With digital signage on the production floor, displays easily communicate reliable and timely production metrics, such as, quality control, up-to-the-minute production totals, inventory levels, and assembly line alerts.

For manufacturers that employ Kaizen initiatives, digital signage is an asset. It can increase worker safety awareness, improve plant communications, alert workers to supply-chain concerns, and help reduce response time for production quality issues, more so than less-agile communication methods. It can also eliminate or greatly reduce print publishing that will help eliminate waste, too.

Company communication is also a major challenge on the plant floor. Considering that 40% of workers don’t have access to e-mail, plants often rely on word-of-mouth and bulletin boards to get their message across. This is not very effective or efficient. Digital signage placed away from the production floor where workers take breaks, socialize and eat have proven to effectively communicate company updates, reminders and messages. Employee contests and event highlights can be broadcast to increase worker morale, supporting overall the team atmosphere that foremen work so hard to achieve.

Imagine an industrial plant where management wants to communicate vital information to hundreds of workers. Perhaps it's production quotas vs. actual performance; perhaps it's mean time between accidental employee injuries; perhaps it's delivery information regarding vital components that are en route. In all of these instances -and others too numerous to recount here- digital signage has the ability to convey important information to a workforce that is vital to employees maintaining a safe, efficient environment.

Digital signage for manufacturing is an excellent reminder that ROI can occur in so many ways; let’s not forget it when we figure ROI for any industry.

When it comes to digital signage, take an environmentally friendly approach to communications makes good business sense.

Going green with digital signage isn't simply a matter of reducing the environmental impact of your messaging.

Replacing traditional signs -whether motivated out of a concern for the environment or simply to communicate more effectively- makes good business sense. To the uninitiated, that statement may be a bit surprising. But for those with experience communicating with both digital and printed signs it should quickly become apparent why the reasons to do the green thing and select digital signage as a communications medium is also a sound business decision.

In a past blogs, I enumerated the benefits to the environment of choosing to communicate via digital signage rather than with traditional printed signs. In this column, I wish to explore some of the real business benefits organizations can realize by going green with digital signage.

Cost savings: Could it actually be cheaper to replace environmentally unfriendly printed signs with the greener alternative of digital signs? Absolutely! Depending upon the type and quantity of printed signs being replaced, it is possible for a digital signage system to pay for itself in less than two years. For example, a casino that relies on lots of backlit transparent signs can reach break even in even less time by replacing them with digital signs. In this instance, the sheer quantity of signs needed to tell patrons about frequently changing entertainment acts and special offers along with the expense of the backlit signage medium make selecting digital signs a financially wise decision.

When it comes to the environment, digital signs can be updated frequently with powerful text, images and even video, and they also eliminate the need to manufacture the transparent plastic film and specialized inks required to print backlit signs and solve the question of proper disposal before it's even raised. Obviously, the specific type and expense of printed signs in use will impact when the financial break-even point is reached by choosing the digital alternative as well as the exact environmental consequences.

Message per meter: Closely related to the cost benefit of digital signage vs. printed signs is something I'm dubbing "message per meter." Digital signage networks have an innate ability to playback multiple pages -one after another- in an endless sequence just as a TV channel plays back a ceaseless lineup of entertainment, commercials, news and other content.

That ability means a theoretically unending sequence of desired messages can be played back on a digital signage network. It's almost silly to conjure up how printed signs would do something similar -wallpaper the entire planet? Clearly, when it comes to the number of messages communicated per meter (or whatever unit of measurement you desire) of space, digital signage wins hands down thanks to the element of time.

From the perspective of being green, winning the "messages per meter" crown makes digital signage a far more environmentally friendly alternative. From a business perspective, the ability to playback the sequence means more goods and services can be promoted per unit of wall space, which should positively affect sales.

Improved workforce productivity: Whether it's printed or digital signage, there is a pretty well established workflow to creating a given message. The former requires transport of people and actual end product at several points in the process. From the moment paper stock arrives at a printer till the time someone in an organization -or an outside contractor- actually hangs the finished printed sign, the transport never ceases, and nor does the carbon footprint associated with that process.

On the other hand, the digital signage workflow is far more efficient. There literally is zero transport of physical media and people required between the point of origination of a digital signage page and where it's displayed. Cutting out all of "the middlemen" needed from concept to delivery in a print workflow makes digital signs an attractive alternative from a productivity point of view, and reducing the transport of people and materials makes digital signs the greener choice.

Add to the efficiency equation the ability of some digital signage software applications to extract specific information from existing databases and facilities management software packages to automatically create digital signage pages, and the positive impact digital signage can have on the productivity of an organization becomes even clearer.

With benefits like these, it's clear going green with digital signage not only helps our environment but also is a sound business strategy.

Determining the return on investment of a digital signage network isn't always easy.