What is the goal for a good digital signage network?

It’s getting the message across to an audience that is clear, precise, understandable and interesting, whether it’s educational content, advertising content or corporate messaging.

Due to the ever increasing popularity of digital signage in today’s world, businesses are concentrating on content that stands out from the crowd. However, this may not work and function successfully if the technological aspects are not taken into consideration – the platform, the network and the hardware.

These are fundamental aspects to any digital network, because without them, i.e. if the network shuts down or the screen dies, the content cannot reach its target audience.

The right platform

There are two platforms – embedded system and desktop operating system. Embedded systems are more advantageous as there are designed specifically for one primary usage. They do not require any additional software to be installed, for example an anti-virus software package.

Desktop operating systems do have a downfall. The digital signage network will be subject to the same updates as a personal computer. It is often necessary to restart a computer to initiate the incurred updates. To an individual user, this can cause a minor hassle, but to a business user this inconvenience can be problematic.

The old adage goes, time is money. The time lost due to system down time and system reboot, is time lost spreading the message to potential customers. Time is not only aspect lost, the credibility of the company can be effective too. A digital signage network that is temporarily shut down, or has a message flashing across the screen, can make a business look unprofessional. This unprofessionalism can influence the customer; make the customer believe the company and its promotional hardware look amateurish, and not worth their time in looking at the digital display in the future.

The right network

It is imperative to have a stable, secure and efficient network with a strong Internet service provider to transmit the live and real-time date/information to the customer.

There are two types of networks – wireless and wired.

Wired networks are generally more reliable, are often faster, are less prone to pick up outside interference and provide better security than wireless networks. However, there are advantages in utilising a wireless network, such as the ease of installation and lack of cables.

Some wireless networks have an option and the capability to automatically reconnect to the network, if the network or server goes offline. This functionality allows the network downtime to be reduced, therefore increasing the customer satisfaction. If the network does not have this ability, then a member of staff from the company is alerted and the problem can be resolved.

The right hardware

There are questions to be asked when considering what hardware to be purchased, one in particular. What screen grade should be purchased; commercial or consumer?

More than often companies make the wrong decision and purchase consumer grade televisions. Although these digital screens look state-of-the-art, their purpose is not for business use.

Consumer grade screens are designed and built for home viewing of 4-6 hours a day, whereas commercial grade screens used on a digital signage network are used for the length of a business day (8-12 hours, if not longer – 24/7.

Businesses often make decisions based on costs and assume by purchasing the cheaper, consumer grade option will save money upfront. These screens will not last as long, and will require replacing before a commercial grade screen, hence the difference in price. It is not just the financial cost, but also the time aspect that can be costly too. With digital screens down, the message is not being displayed, thus creating a bad and negative impression on the customer.

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