Strategies for Digital Signage

Digital signage includes everything from LED video walls to LCD displays broadcasting a company’s advertisement. Company’s like restaurants use digital signage because of the flexibility it gives them. Once the company knows what it wants to communicate using digital displays, it can determine whether digital signage is providing a good return on investment.

• Use digital signage software to keep your display flexible. Transit systems, government institutions and campuses use digital signage software to adjust the message they want to transmit depending on the context. For example, a campus may start broadcasting parking directions via their digital signage during sporting events, while digital signage for toll plazas can show congestion levels for streets and the estimated arrival time for various destinations. The flexibility in what these signs can display is limited only by the software that powers them.


• Organizing your digital signage network around a central vision statement. Although your company might have outdoor LED billboards, video walls and indoor plasma displays, these various broadcast outlets should all convey the same message. For example, a Las Vegas resort might choose the central theme of “inform and entertain” as its vision statement. All digital kiosks would then show useful information to guests but in an entertaining manner.


• Ascertain whether your digital signage is helping to reach your objectives. Not all goals you have for your digital signage will be necessarily monetary. If you are a café owner who wants to keep customers happier while enjoying their coffee or a car dealership owner who uses digital kiosks to better inform customers of options, these improvements might not be easily quantifiable. But, if your objective is to improve your customer’s experience while in the store, then a survey might be the best way to gauge their satisfaction.