Digital Signage Content: Not Just What You Say, but Where You Say It


If you’re considering outfitting your business with digital signage, congratulations. You’re on your way to improving your customer/visitor experience, increasing your brand retention and attracting more business.

Determining the type of content you’ll want to display will be helpful before you purchase the displays. Today digital signage is being used by all kinds of businesses and organizations for numerous purposes, but some considerations can apply across the board:

Who will be the audience for your message?

Where inside or outside of your business will they be?

What message is appropriate for them in those areas?

Will the message need to change depending on the area they’re in?

Where in each area is the optimal location for displaying the message?

The “where” is key to an effective digital signage content strategy. You’ll need to map the layout of your building and consider what people do in the various areas, and what you’ll want to communicate to them in those areas. Keep in mind that the best digital signage content engages the audience where they are, makes their immediate experience easier and richer, and encourages them to take action.

Consider what a point-of-purchase display does, and then replace the word “purchase” with what they’ll be doing.

For example, point of “entry.” In entryways and lobbies of large buildings you can provide wayfinding information to help people get to where they need to be, without having to flag someone down and ask for directions.

Point of “waiting.” In a waiting area relevant infotainment is often used to give people something to do and to reduce perceived wait time. In a physician’s waiting room health and wellness tips are often shown, as are scenic imagery and works of art to help put people at ease.

Point of “interest.” Digital billboards attract college students on campus and update them to local happenings. Outdoor kiosks in busy cities provide a wealth of information to tourists and locals alike. Retailers can use beacons to send additional information or a special discount to customers looking at specific products. Museums use digital signage to provide introductions to popular exhibits, and touchscreens can enable deeper dives.

Point of “exit.” Hotels use digital signage in lobbies to display local area restaurants and attractions, transportation options and real-time weather.

Once you’ve determined what kind of content you’ll be displaying and where, that will help you select the type of displays you’ll need, i.e., outdoor-specific signage or kiosks, indoor video walls, single large-format displays, stretched displays, transparent displays, touchscreen displays or small displays.

Finally, take a walk around with a digital signage professional and scout out locations for signage placement. Digital signage pros can help identify locations to ensure the most eyes see your message, facilitate installation of mounts and cables, and not obstruct foot traffic or interfere with other safety guidelines.

All of this might sound pretty obvious, but it’s surprising how many times what starts out with good intentions ends up with digital signage that goes unnoticed or content that is ignored for lack of immediate value.


Memphis Tigers Locker Room Now Sports 105 LG Displays


Memphis-based Miestro Home Integration recently upgraded the Memphis Tigers locker room of Liberty Bowl Memorial Stadium at the University of Memphis in just six weeks, earning them a 2019 Mark of Excellence Award as the Consumer Technology Association’s Specialty Project of the Year.

The high-tech locker room features 105 LG 32SM5KD-B 32-inch IPS FHD commercial displays. These webOS 3.0 displays have built-in Wi-Fi and high-performance Quad Core SoC technologies, helping to simplify installation and conveniently manage content without an external media player. Circuit board reliability is enhanced with conformal coating that protects against dust, humidity and other harsh conditions.

According to the CE Pro article, “The centerpieces of the install are the lockers, which feature a whopping 105 32-inch LG digital signage displays showing each player’s photo, stats, and jersey number. Nearby are three video walls in both landscape and portrait modes used to display the previous week’s highlights right before game time.

“Also included in the locker room is a 4-zone Triad audio system paired with Control4 10-inch wall mounted touchscreens and custom keypads to help launch personalized scenes that change before every week of the football season.”

Congratulations to Miestro Home Integration, and thank you for choosing LG.

Read the full CE Pro article here.


Five Key Considerations for Maximizing Your Digital Signage


The sheer wow factor of the images and content displayed on big, beautiful digital signage isn’t enough on its own to guarantee success. To maximize the return on your digital signage network, you need to go beyond the wow and consider the whys. Following these five key considerations will help you enhance your brand image, attract and engage customers to help increase transactions, and improve customer retention.

1) Consistency

There are many choices when it comes to the components that make up a digital signage network, and while they may all work together technically, the overall experience may suffer from a lack of consistency. The network itself can become overly complex, creating issues in your ability to manage things smoothly. Features like System-on-Chip (SoC) and a Smart signage platform can make it easy to centrally manage a digital signage network down to the individual displays, while delivering the power to create customized content and support dynamic interaction.

2) The right sign in the right place

The wealth of available options in digital signage gives you the ability to communicate to your customers 24/7. Direct View LED (DVLED) displays designed for outdoor use can welcome customers with current events and brand messaging. Once inside, large and small format digital signs can be used to highlight specific products, services and offers, while stretched displays and flexible, curveable displays can be used in areas previously not considered for digital signage. Large format video walls work with the environment as backdrops or as attention grabbers, luring customers to a select area. Touch screens are ideal for wayfinding and the interactivity can create a more personalized experience leading to increased revenue opportunities.

3) Integrate digital signs into a complete marketing effort

The one-to-one approach of word-of-mouth advertising has been virtually replaced by the one-to-many power of social media, with user-generated content having an influence on what people buy. Astute business owners are now employing a multi-layered marketing approach that incorporates social media third-party testimonials into their digital content for a more personalized message that imparts trust and encourages loyal customers to engage more often.

4) Using all the power that digital signs provide

Digital signs are brilliant advertising vehicles, delivering messages that get noticed. However, they can do so much more. Touch screen digital signs can be employed as self-serve kiosks in QSRs or other businesses that want to provide excellent customer service and reduce labor expense. Small format displays are dynamic and can be easily updated to improve customer satisfaction and maximize sales – boutique merchants can deploy them as endless aisles, even endless shelves, allowing the merchants to compete with larger chains and Internet outlets. Beacons are another exciting option that can track a person’s movement to display relevant products and offers, speed up checkout times, and push additional, personalized messages that enhance customer engagement.

5) Stay in step with your customers

The power and dynamic capabilities of digital signs to get your message seen will be lost if the content you display doesn’t connect with your customers and improve their immediate experience. To ensure that your target audience stays engaged, keep your content relevant and timely. The dynamic nature of digital signs and the ability to quickly update content give you the power to make sure the content you deliver is in step with your customer’s needs, including the ability to stay relevant with the latest trends.

When planning your digital signage network, keep these five considerations in mind and you’ll be well on your way to elevating your brand image, creating a better customer experience and boosting your bottom line.