As digital signage becomes more accepted by marketers and consumers, now may be the perfect time for traditional sign-makers to enter the DOOH space. Exploring any new industry requires clear knowledge of the goal and a plan to achieve it – and this definitely applies here.

Digital signage exists to communicate a message to a target audience. Without viewers, or with the wrong viewers, the sign may as well not be there. The most important aspect of digital signage is making sure that the message is tailored to the desired audience. A common mistake is to forget that the customisation of a sign extends beyond the content itself to include the surrounding environment. All technical requirements of the physical space must be met – and potential obstacles addressed – before a digital signage network can be successfully deployed.

The practicalities of implementing a digital signage network can be grouped into two areas: deployment and operations, and media and advertising. The former addresses the physical requirements of signage installation, including selecting the technology, surveying the site and installing the players. Once installed, media and advertising content is used to populate the displays. This aspect also involves content management and measuring effectiveness.

When thinking about content, remember that viewers are in venues for specific reasons and messaging must be complementary to these purposes to be relevant. Non-advertising material can be tied to its surroundings by providing useful information such as wayfinding. Content should be effortlessly consumed by an audience and not disrupt viewers from achieving their objectives at the venue.

Optimising pertinent content and loop duration (the length of all messages in rotation) increases the chance that all messages have an equal chance of being seen. To determine the duration and timing of content and loops, frequency of movement in front of a display must be calculated as well as the average viewer dwell time in the venue. Do not neglect the visibility and audibility of a sign, as this also directly affects an audience and impacts on the overall experience.

When it comes to content management systems, the selected software will play a big role in determining a network's capabilities. A reputable platform allows for easy management of individual players, targets groups and entire networks with minimal personnel, provides operators with flexibility and allows for scale as the network grows.

There will always be unforeseen obstacles in the implementation of new technology, but there are tips for expecting the unexpected. Factors that can easily be overlooked include security (taking extra precautions to avoid vandalism in the subway), venue regulations (acquiring proper certification), temperature and construction (the venue may not welcome unexpected construction projects).

Establishing and running a digital signage network is no small task. From basic requirements to specific features, every nook and cranny should be considered to reap the full benefits of the investment.