When investing in digital signage it’s essential to employ long-term thinking, to avoid false economies and incurring unnecessary expensive problems at a later stage.
We review the five most common digital signage pitfalls.
There are multiple factors that can impact how effective digital signage will be once installed – e.g. light, reflections, wifi signal, visibility from various distances and positions – which means that different environments and situations require different solutions. It is essential to get a site survey from an experienced consultancy, otherwise you risk them installing an ineffective solution, and/or poor performance from your estate.
Whilst it is possible to buy cheaper products of a good enough quality, it is essential to do rigorous testing prior to their installation. Failure to do so can result in screen displays not working, leaving a high-profile embarrassment on display and failing to give people the information they need in the required timeframe. It is also more likely to result in expensive engineer call-outs and replacement hardware, which can cost more than the original saving you made.
Many people are surprised to hear that not all digital signage hardware is compatible. One tried and tested product does not always work well with another. Few digital signage installers check compatibility when using new types of hardware together on site (even fewer make it clear to their clients that they won’t know whether the hardware they’ve specified will work until after it’s been installed!) If you are adopting new technology or applying it in a new way, it is important to work with a reputable consultancy that will perform pre-installation compatibility checks and/or risk assessments on the hardware.
Short product lifespan
When a product (e.g. screen) is coming to the end of its lifespan, it can be difficult to replace with like-for-like, even when under guarantee. A manufacturer’s recommended replacement may not be compatible with other hardware in the existing digital signage estate. This is especially important for video walls, where a screen from a different production batch or different model will stand out as being different, spoiling the display. Replacements could also be incompatible with existing hardware. A good consultancy will check the product lifespan of key items of hardware prior to purchase to avoid this issue.
Underestimating estate management needs
The effectiveness of digital signage and its ability to deliver an impressive return on investment has been proven time and again, but constantly creating new content and managing and maintaining an estate can be a significant ongoing task, especially if you are liaising with multiple sub-contractors. It is important to identify what resources will be required on an ongoing basis as part of managing your estate, and whether you have all the necessary time and skills in-house. If you will need to outsource any element of estate management, consider the number of third parties you want to involve, where all the different management responsibilities will lie, and how trouble-shooting will be tackled between them.