| Using outdoor digital signage poses different | | | | Often the simple desktop office tools like |
| challenges to indoor systems, from protecting the | | | | PowerPoint will create good quality and innovative |
| device from the elements to getting the content | | | | content |
| delivered but the benefits of using outdoor LCDs | | | | 4 Testing, testing 1, 2, 3 – Properly test your |
| and plasma for digital advertising or information is | | | | campaigns ensure. Don’t just test that the |
| that you can reach a lot larger audience. There | | | | devices are working, practice changing content |
| are of course many pitfalls in implementing | | | | and carrying out general maintenance like cleaning, |
| outdoor digital signage, here are ten ideas to avoid | | | | it is often small practicalities like this that can |
| making costly mistakes: | | | | cause the failure of an outdoor digital signage |
| 10. Have a goal – You must have a clear | | | | project. |
| purpose in mind. If you are to invest in digital | | | | 3 Be Innovative - Don’t be frightened of |
| outdoor signage systems you must have focus | | | | trying new things. Look at different types of LCD |
| on what you want to achieve, more customers | | | | or plasma enclosures and see which looks best. |
| or strengthening your brand or perhaps you wish | | | | Try placing the devices in unusual areas or trying |
| to entertain or inform. Define your expectations | | | | new content anything that will hope it get noticed. |
| before you invest in any system. | | | | Often the best digital signage campaigns are the |
| 9. Plan for costs – digital signage is never | | | | ones where they have been bold in attempting |
| cheap, always plan for everything. It never | | | | something new or something different. |
| surprises me to hear of companies that have | | | | 2 Security – It is unfortunate I know but |
| spent small fortunes on outdoor digital signage | | | | it’s the world we live in and despite the falling |
| systems only to have run out of money for | | | | costs of LCD and plasmas they are still attractive |
| things like maintenance or even content. | | | | items for thieves. Ensure the device id properly |
| 8. Use the right people to manage your project | | | | secure from theft but also ensure the LCD |
| – often digital signage projects get farmed on | | | | enclosure is rugged enough to withstand attacks |
| to IT. Sure there are technical aspects to DooH | | | | by vandals. |
| (Digital out of Home) but it is far more suited to | | | | 1. Content – The most important aspect of |
| someone with marketing experience. Also | | | | any outdoor digital signage campaign by far is |
| ensure you have a clear project leader, there are | | | | content. Content is key, no matter how fancy |
| many aspects to outdoor digital signage and | | | | your digital outdoor signage systems looks if they |
| unless someone is in a position to keep all the | | | | don’t display interesting, informative or |
| facets together your project could soon falter as | | | | entertaining content they are being wasted. Be |
| soon as you hit he first obstacle. Ensure you have | | | | innovative and be different. If you are attempting |
| somebody to manage and update the content | | | | to generate income from advertising then mix in |
| – you’d surprised how often this is | | | | entertainment too, people become advert blind |
| overlooked. | | | | and will simply ignore any messages. |
| 7. Position – People can spend huge sums of | | | | Keep things interesting and mix and match |
| money on digital signage campaigns but if the | | | | advertising content with more entertainment and |
| LCD, plasmas or LED screens are in the wrong | | | | informative stuff. Ensure you use plenty of |
| place it could all be money down the tube if | | | | colours, moving images and keep things simple. |
| nobody pays any attention to it. | | | | Too much going on, on the screen, will confuse |
| 6. Weather protection – Outdoors is a totally | | | | and distract. Audio works well too but don’t |
| different environment than indoors and any | | | | blast out music this can be quite annoying to |
| signage device will need protecting from the | | | | many people, particularly if they don’t like |
| elements. Always ensure good quality plasma or | | | | that genre. |
| LCD enclosure houses the device. Often European | | | | Outdoor digital signage is a great way to expand |
| IP 65 or USA NEMA 4 standards are applied for | | | | a companies profile, advertise, increase branding, |
| outdoor digital signage enclosures. | | | | influence customer behaviour and generate sales |
| 5. Choose the right software and tools – | | | | but it only works if you invest the time and |
| Don’t get distracted with expensive and | | | | effort along too with the money. |
| often overly-complicated content creation tools. | | | | |