In this article:

1. The video modules and their areas of application
2. Configuration with FRAMR. Signage
3. Video content ideas
4. The advantages at a glance
5. Tips for video creation
6. Give your target group what they want 

Videos have become one of the most popular content formats in recent years. Whether short TikTok videos, informative YouTube tutorials or appealing image films. In the field of digital signage, the tourism and automotive industries in particular are benefiting from this, as well as the hospitality and real estate sectors and many others. 

Videos are not only appealing, they also have an impact. According to a study, we can process videos 60,000 times better than text. It is therefore hardly surprising that we are seeing more and more digital signage displays with videos.

In a nutshell: How can you use FRAMR. Signage for video content?

FRAMR. Signage can be configured with various modules, including TikTok, YouTube and live stream applications. During implementation, you can use the modules for image films, advertising clips, short films, testimonials, live streams and tutorials. 

Below you will learn

• how to use different video modules in a targeted manner,
• how they can be configured with FRAMR. Signage are configurable
• and the benefits for your company.

The video modules and their areas of application

Video

The classic video format enables playback of MP4 and WEBM. Upload the video of your choice to the player and configure the playback times and duration according to your requirements. For example, you can shorten a video or play it at certain times. 

TikTok Videos

With this module, you can reach visitors and customers in an entertaining way. Especially recommended for companies with a younger target group. You can easily integrate and play TikTok videos via the cockpit.

YouTube

Similar to the TikTok module, you can embed YouTube videos via the cockpit. The video must be publicly available and must not be subject to any country restrictions. 

RTSP video stream 

You can use the RTSP video stream module to start your own broadcast channel directly via digital signage displays. For example, to create a live information channel and to broadcast events or promotions. 

Video input

The video input module enables the playback of content recorded via webcam or other sources. Simply connect the end device to your FRAMR. Player and then add the module to a playlist via the cockpit. Video playback begins by automatically recognizing a recording device. 

Video stream add-on

This module allows users to add video streams from the FRAMR. Add-on streaming server in a playlist to create engaging displays for an immersive experience.

NDI video stream

NDI, short for Network Device Interface, allows you to stream high-definition video over a network of devices. No hardware or complex signal routing is required. 

Configuration with FRAMR. Signage

The FRAMR. modules can be integrated via an intuitive, easy-to-use drag-and-drop system. In the application, you can add and arrange content as you wish. Select the respective module and then configure it with the content – you can test this process for free here. 

-> You want to know ALL the requirements for the successful use of digital signage? Then we recommend our article “7 important requirements for using digital signage” 

Video content ideas

• Image videos
• Promotional clips for events 
• Atmospheric content (e.g. landscape videos in a travel agency)
• (Animated) short films
• Tutorials
• Testimonials and customer reviews (e.g. in the form of interviews)
• Music videos
• Live broadcasts (e.g. events or information for employees)

You are welcome to be creative in the implementation. For example, you can use short TikTok videos as a pitch to promote a product or service. 

The advantages at a glance

More attention

Videos arouse our curiosity and are more memorable. Not to mention that they attract much more attention than posters or images. Our marketing freelancer Sebastian reports:

“The other day I went to the local Opel dealer to get leasing offers. There was a digital signage info point in the sales area. An image film of a new model was played on it. This immediately caught the eye and made a much better impression than the advertising posters you find elsewhere. The cars are better presented and emphasize the appearance of the brand better.

Better brand image 

Brand is a good keyword here. With videos, more information can be conveyed, creating a coherent overall picture. Nobody remembers the advertising poster of the pragmatic SUV – but everyone knows the commercial with the gentleman who sings “Another one bites the Duster” as the Dacia drives past. 

The reason for this is the emotional component of videos. If our senses are stimulated by moving content, we find a personal connection more quickly. 

When creating videos, make sure that the content and editing match the tone of your company. In terms of color, videos should reflect your corporate identity and the content should appeal to the needs of the target group. 

Multi-channel marketing

By integrating TikTok and YouTube videos, you can play out viral content via digital signage. This expands your team’s target group communication via an additional channel. It also saves time, because if you already use existing social media videos, you don’t have to create new ones for digital signage. 

Real-time customization

Digital signage gives you maximum flexibility. The image film has just been finished, but absolutely has to go online? No problem! Your team can adapt the content in real time and make changes. 

More interactions 

The curiosity-awakening properties of videos promise more interactions. Be it through direct actions via interactive signage displays or because your offer gains more attention through videos. Visually appealing screen designs motivate the target group to take action – the informative level also plays an important role here, as it is easier to communicate conditions of participation, for example, via videos than with static images.

Competitiveness 

More and more companies are utilizing the strengths of digital signage. Although no current figures are available, as industry experts we are aware of the demand in this area. In certain sectors, such as tourism and automotive, the use of digital signage applications is already widespread.

In the long term, digital signage will develop into a competitive factor. Those who neglect the trend risk a stale brand image and losing out to the competition. This is also because digital signage facilitates decision-making and dialog with the target group – if potential customers know that it is quicker and easier with the competition, they will lose interest in your offer. 

-> Would you like to know what opportunities you are missing out on without digital signage? Then we recommend our article on the benefits. You should also take a look at the various application scenarios to identify industry-specific strengths. 

Accessibility 

Audio is not mandatory for videos, but it does have advantages in terms of accessibility. The combination of visual and audio content makes it easier to communicate with people who have visual or hearing impairments. You can also add subtitles to expand the communication options. 

Subtitles are also useful in other situations, for example when displays with informative videos are located in the immediate vicinity of employees. Audio playback is distracting in such an environment. 

Tips for video creation

You may have videos created by an external provider or already have someone on your team to do this. If you are taking care of this yourself or have yet to create a position for video production, we have the following tips for you:

Equipment and light

You don’t have to invest €3,000 in a camera, but you should attach great importance to quality. A suitable lighting set-up is also important, for example 3-point lighting. We also recommend a separate microphone for better audio quality if you are recording yourself.

Video and audio editing

A good video not only lives from its content and story, but also from effects and good sound. With programs such as Adobe Premiere Pro, it is very easy to use a variety of effects to improve the impact of the video. For example, slow mode and transitions. It is also possible to adjust the color, playback speed and audio. 

Use stock videos

Platforms such as Adobe Stock or Artlist provide videos for free, commercial use. Stock videos are not suitable for every format, but they are definitely recommended for atmospheric content or entertainment. Depending on the company and industry, you can also use stock content for image films. 

Use templates from Canva

Canva has become one of the most popular design tools in recent years. Unlike Adobe applications, you don’t have to create anything yourself, but can use templates. This makes video creation easier, especially if you have little experience. 

You can easily download the content and integrate it as an MP4 into the FRAMR. Cockpit as an MP4. 

Give your target audience what they want

To use digital signage videos successfully, you should always consider the wishes of your target group. Content has the function of appealing to needs or facilitating purchasing decisions. Alternatively, companies use the strengths of digital signage to improve employee communication or to strengthen their brand image. Know your individual goals and align your digital signage strategy accordingly.

However, you should also keep an eye on industry standards and find out how your competitors are using digital signage. This will make it easier for you to recognize trends and shorten test phases.

Office applications such as PowerPoint and Teams should not be missing from any company’s technology stack. They are easy to use and are suitable for a wide range of application scenarios, such as presentations and document creation. 

In this article, we explain the four Office applications for FRAMR. Digital Signage, namely Microsoft Word, Teams, Excel and PowerPoint. We take a closer look at the modules and the benefits they offer your company in terms of team and employee communication. 

Summary: How can FRAMR. office applications be used in practice?

FRAMR. enables the integration of Teams, Excel, PowerPoint and Word. You can use all the common functions of the applications. This improves communication in particular, as PowerPoint presentations or Excel calculations can be shown as an image file via displays. You can also show information via Word files and link Teams channels. 

All Office modules at a glance

Microsoft Word

The most frequently used Office tool is suitable for creating texts and documents, such as safety instructions or other employee information. Although FRAMR. Signage offers you a separate text module, Word offers you more functions for designing and editing. In addition, existing files, for example for employee information, can be edited and do not have to be created from scratch. 

This also opens up new possibilities in multi-channel communication, as important information can be communicated simultaneously by email and via digital signage displays. 

Microsoft PowerPoint

Digital signage displays are suitable for presentations in conference rooms. The problem: creating presentations is very time-consuming, depending on the program, and not everyone in the team is familiar with applications such as Canva. PowerPoint, on the other hand, is familiar to most and a vast majority of businesses use it anyway. 

When you open the application, you can choose from various templates. You can edit these freely and then save them as an image file and configure them with FRAMR. Signage. You are completely flexible in terms of size, for example horizontally or vertically. 

Example of a FRAMR. Signage display in the conference room – the basis for successful employee communication.

Microsoft Teams

Teamwork and communication via Microsoft Teams takes place in channels. Participants can use them to share various files, tools and messages. FRAMR. Signage enables this content to be displayed for transparent communication within the team. It is also possible to link the calendar events of Teams with digital signage to draw attention to events or upcoming meetings. 

Microsoft Excel

Excel is often used to create calculations and analyze data. Not only accounting benefits from it, but also project management for evaluating data and surveys. In meeting conferences, it is possible to present new findings or data to the team and make decisions based on them. Modules for image and video creation complement Excel tables on a visual level. 

Here’s how to integrate the modules into FRAMR. Signage

The FRAMR. modules can be integrated via an intuitive, easy-to-use drag-and-drop system. During implementation, you can add and arrange content freely according to your ideas. Select the respective module and then configure it according to your wishes. You can also test the process here free of charge. 

-> Would you like to know ALL the requirements for the successful use of digital signage? Then we recommend our article “7 important requirements for using digital signage” 

Content ideas for office applications 

• Product presentations
• Reporting and data analysis
• Internal communication and brainstorming
• Linking calendar events 
• Safety information or notices 

In general, you can use Office applications for different goals and areas of application. The Office stack provides you with a basis for communicating and presenting company-relevant information. For targeted use, your team should first think about their individual requirements and then use their expertise in using Office applications.

The advantages of the Office modules

Improved communication

Digital signage applications are designed to centralize and simplify communication. In combination with the Office modules, there are opportunities to further improve communication structures. Examples of this include PowerPoint presentations to introduce new products or Excel tables as a data-based basis for decision-making.

At this point, the objection that tables and presentations can also be viewed without digital signage is justified. This is true in itself, but without digital signage displays, many companies do not create any presentations or tables at all. They have no way of displaying such content.

As an alternative, they are often left with confusing documents that are sent by email. As a result, the exchange is less centralized and not all participants or decision-makers take part in the dialogue. 

The link to Microsoft Teams also makes it easier to share information with others. For example, the results of a meeting can be recorded or preparations for a meeting can be announced.

More transparency 

Improved communication structures also result in greater transparency. Presentations make it easier for employees to be involved in decisions and multi-channel communication improves the overall flow of information. Office files shown via digital signage are also accessible to more people, for example via displays in break rooms or in the corridor. 

Complemented by digital signage modules 

The modules of our software complement Office applications for more targeted communication. For example, it is possible to add graphics or images to Excel tables. And PowerPoint presentations are visually enhanced by YouTube videos.

Statistics on the impact of visual elements show just how important graphics and images are. People were asked to reproduce the content of presentations they had watched three days previously. Only ten percent were able to remember the content if the presentation only conveyed information. In contrast, 65% of participants remembered the presentation when it combined textual and graphic elements. 

Time savings and shorter training phases 

Office applications are an integral part of the technology stack in many companies. Especially Word for text creation and Excel for preparing cost calculations or data analyses. This shortens the familiarization phase when working with digital signage for the areas of application mentioned, as your team is already familiar with the applications.

There are many software solutions for analyzing data or creating presentations. The problem here, however, is that many people are not familiar with the applications. The use of digital signage for these areas is then only possible with a longer training phase. 

Content repurposing

Content repurposing means that existing content is reused. Unlike multi-channel communication, the focus is not on reproducing content via different channels, but on reusing existing content. 

Most companies use Office applications such as Word or PowerPoint, which gives them access to various templates. These can be reused at any time and configured as image files with digital signage. 

This not only has advantages for content repurposing, as your team can also create content more quickly and save time. For example, it is possible to customize Word templates for security information to create and communicate privacy notices. 

Conclusion

Office applications open up new ways for you to communicate internally. Whether presentations, safety instructions or reporting. Most employees in companies are familiar with tools such as Excel, PowerPoint, Word and Teams, which makes implementation easier. Existing templates also make it possible to adapt content and present it via different channels. 

When it comes to digital transformation, the entire team has to get on board. Here, it is not enough to deal with artificial intelligence or to improve monitoring in marketing. The strengths of digitization also serve to expand internal communication structures. This is the only way to establish transparent processes.

Digital signage is one of many ways to improve communication within the company. For this purpose, our team has developed various modules that can be easily combined with FRAMR. applications. For different scenarios and goals. 

Summary: What are the advantages with the modules of FRAMR.? 

The integration of communication tools with digital signage enables real-time interaction with employees and target groups, improves the internal dialog and creates efficient structures. Increased transparency increases employee satisfaction and engagement with the team as well as with the target audience. 

Below you’ll learn:

• What benefits the combination of digital signage and tools for communication promises,
• which modules are available to you and
• how your team can use the modules to improve communication.

All modules at a glance

RSS feed

With this module you integrate external news from an RSS provider into our system. This is used to communicate current news and similar content. It is also possible, for example, to connect a blog to the application and display news or press releases in real time. 

Calendar

The module for displaying appointments can be used in many ways. For example, appointments can be coordinated, managed and booked. Via displays, everyone in the team has insight into the appointments and when events, meetings or training take place. Local appointments can even be assigned to individual displays so that no irrelevant information is shown at the respective location. 

A useful addition to the calendar is the countdown module. You can use it to communicate reminders for upcoming events, for example. You are free to choose whether you want to announce events a few days or weeks in advance, because the countdown is freely configurable. 

(Live) video stream

With the video modules you can show content from playlists or go live. The visual features of digital signage make it easy to communicate with your team or target audience. You can connect and customize the videos with other modules. 

Staffbase Channel

Our team has developed the Staffbase channel to outsource employee communication to a central platform. You can use it to reach all employees via FRAMR. For example, it is possible to show the entire news content through one channel.

Microsoft Teams

With the Teams plugin, communication takes place within a separate channel. For example, news or images come directly to the displays to interact with colleagues. This also facilitates location-independent communication during group meetings in conference rooms. 

How does the integration of the modules work?

FRAMR. modules integrate via an intuitive, easy-to-use drag-and-drop system. In the application, you can add and arrange content according to your preferences. Select the respective module and then configure it with the content – here you can test this process for free. 

-> You want to know ALL the requirements for the successful use of digital signage? Then we recommend our article “7 important requirements for the use of digital signage“. 

The advantages of FRAMR. Modules

Improved employee communication and more transparency

Many companies face the challenge that important information does not reach all employees. While they use different channels and tools, not everyone on the team is engaged. Digital signage effectively combats this because information shown via displays is easily accessible. 

Place displays in central locations, such as your company’s cafeteria. There are many employees, especially at lunchtime, who can access news or information via digital signage. Combine the visual communication with the audio module to reach even more people. 

Modules such as calendar or countdown make the entire communication more transparent by giving timely notice of upcoming events. Digital signage applications are also convincing on a visual level, as appealing images or videos catch the eye and promote the flow of information.

More participation in events / increased engagement

More transparency enables a better flow of information, which in turn also increases engagement. Employees can register directly for events or book appointments via interactive info terminals. Registration takes place in just a few steps.

This also generates synergy effects. The more employees are informed about events, the more registrations are received. As a result, more people in the team exchange information about the events, which means that more people become aware of them and register. If the events offer added value, such as broadening skills, the improved communication structures also increase productivity in the team, since there are more participants. 

Increased employee satisfaction

Improved communication results in higher employee satisfaction. Your team becomes more involved in what’s going on in the company and gains more insights into current events. This also promotes team dynamics, as more employees give feedback or interact with the information being communicated. They actively participate in the process and help shape it.

Digital signage applications also work as signposts for external employees. Large companies in particular benefit from this, because employees find the right direction more quickly. And barriers are also broken down for employees with disabilities, for example, through audio playback of content that they would otherwise not be able to read.  

The combination of digital surveys and interactive signage opens up new ways to expand employee satisfaction, for example via interactive feedback forms. Employees can express their wishes and make suggestions for improvement at any time. Measures are then taken to sustainably improve the well-being of the team. 

Digital signage: content ideas for the FRAMR. Modules

• Information, for example on product and stock levels
• Current news
• Presentations  
• Display calendar and countdown
• Interactive feedback
• Signposts for external employees
• Hints for upcoming events / deadlines

Conclusion: A targeted improvement of communication

With the FRAMR. modules, your business is well on its way to improving internal dialog. Digital signage applications do not replace holistically established communication structures, but they complement them. You will reach more employees, the number of participants at events will increase and employee satisfaction will be improved because there is more transparency and a better flow of information.

Digital signage for recruitment and employee retention

Young talents are highly requested on the job market. In the wake of the shortage of skilled workers, businesses do everything to position themselves as the best employer. Traditional recruiting methods such as newspaper ads are becoming less important, and instead companies are taking advantage of e-recruiting and social media. 

Being where the young talent is – a proven recruiting method. But young people aren’t just on social media, they’re on the go a lot. And that’s where the strengths of outdoor digital signage come into play. 

Outdoor digital screens attract attention. The combination of modern branding, visually appealing advertising messages and eye-catching technology gives your business advantages when competing for talent.

Short: The advantages of digital signage over classic recruiting measures 

Digital signage enables cost-effective and dynamic communication of job postings, videos and interactive content. Your company reaches more potential applicants and promotes its brand image more efficiently compared to traditional recruiting. 

Personnel marketing with decisive impact

Communicate job advertisements with concise advertising messages and target potential applicants. Outdoor displays and digital out-of-home solutions offer attractive insights into your company and its work culture. With a variety of design options, you can also create videos and images to showcase career opportunities. 

Ideas for approaching potential applicants:
✔ Benefits of your company
✔ Insights into the corporate and work culture
✔ Highlighting career opportunities
✔ Information on the applicant process
✔ Show reviews from portals or employees.

With digital signage, job applications have never been so easy and straightforward. By using QR codes, interested parties can apply for a job or save the job offer directly with their smartphone. This also increases the number of applications because those who are interested can interact directly with the job posting. 

Modern branding appeals to young people

Let’s face it, when was the last time you read job postings in the newspaper? It’s probably been a while. No wonder, because a short text on paper doesn’t leave a lasting impression. But the visual qualities of digital signage do. Dynamic content and high-resolution displays are well received by applicants and underline a modern brand image. 

Lower costs, more applicants

Digital signage advertising enables more reach than classic recruiting measures. In addition, your company reduces costs for posters, flyers or advertisements. 

With FRAMR. Signage you can adapt content in real time and change it flexibly. The scope for test phases is greater and you develop a better feel for the wishes of your target audience. Compared to print advertising, there are no additional costs. So feel free to experiment and communicate different messages to attract possible applicants.

Digital signage also reduces staff expenses. Content creation takes less time than handing out flyers or having conversations with newspapers or magazines. While recruitment is not exclusive to digital signage, targeting applicants via displays has efficiency benefits and supports measures such as trade show participation or print advertising. 

Advertising for conventions and events

An open day or public events provide interesting insights into the daily work routine and the corporate culture. Use digital signage to advertise such meetings and invite interested talents to get to know your company. 

First, non-binding contact with your company builds trust and promotes the establishment of contacts between employees and potential applicants. Tours or live presentations provide transparent insights into your business’ work culture and increase the number of applicants. 

Your company also gains first impressions of young talents. It is not always the lack of applications that is a challenge, but the quality of applicants and high bounce rates in the recruiting process. Through interviews, HR employees gain initial impressions of whether applicants fit the company and what young talents expect from an employer.

The mutual exchange also speeds up the applicant process. If both sides get along well with each other, applicants’ decision-making time is shortened. This not only improves recruitment rates, but also makes processes more efficient. 

Reduce turnover rates through internal job postings

The job market is becoming more and more dynamic. Due to the shortage of skilled workers, businesses are trying to keep their employees with various benefits. Often, however, changing jobs within the company is also a target-oriented way to retain employees. 

Digital signage displays catch the eye quickly, which is why they are a great medium for employee communication. You can use this to show internal job postings and increase applicant rates. Fluctuation rates are reduced and skills stay within the team. 

The good first impression

The strengths of digital signage are not limited to job postings or getting more talents to apply. Displays in waiting rooms or offices also leave a good impression in job interviews. Ideally, your company combines the strengths of indoor and outdoor displays to holistically improve brand presence and communication. More transparency and an attractive brand image stay in the mind, making your company more interesting for applicants.

More and more businesses are taking advantage of the strengths of digital signage solutions and their various application possibilities. Whether advertising, employee communication or representation of a modern brand image, digital signage promises a wide range of benefits. But how do you ensure that an investment in digital signage promises the desired success? For this purpose, relevant KPIs are used to measure success. 

Measuring the success of digital signage applications is an important step in evaluating and optimizing effectiveness. This gives companies more transparency with regard to the return on investment and allows them to initiate measures to optimize the way they address their target groups. 

Below we list the most important KPIs for measuring success. You will gain insights into relevant key performance indicators and best practices for their optimization. In this way, your company can ensure targeted use and make communication processes more efficient. 

The 5 most important KPIs for measuring the success of digital signage solutions

Surveys and feedback

Interactive signage displays enable dialogue with target audiences, employees and customers. For example, it is possible for people to take part in digital surveys or provide anonymous feedback. 

Your company will gain two important insights from this. First, how many people are interacting with digital signage. If the number of participants is not right, displays are not placed conspicuously enough or the messages are not communicated clearly.

Second, you gain insights into customer behavior and employee satisfaction. Through feedback and surveys, your company can identify areas for improvement as well as new ways to motivate the team and increase customer satisfaction. 

Visitor count

With monitoring and sensor-based technology, your busisness collects important data about visitor behavior. Taking into account data protection aspects, integrated cameras count all visitors who become aware of digital signage applications. This gives your company more insight into the potential reach of advertising measures.

If your advertising campaigns are not getting enough attention, you need to optimize your targeting. Alternatively, your team needs to try different designs and messages to generate more curiosity. 

Conversions and leads

With digital signage, there is an opportunity to track leads and conversions. For example, prospects can register for events or enter sweepstakes. Appointments can also be made. 

If the number of participants is too low, your company can identify unused potential for improvement and can optimize existing messages and campaigns. Combined with the visitor count, your company can also collect an approximate value that puts reach and leads in relation to each other. 

Applications

Digital signage opens up new opportunities in recruiting. Advertising-messages position your company as an attractive employer, and digital out-of-home solutions generate more reach. With the right approach, this also results in more applications. 

Ideally, HR will inquire about how applicants learned about your company. This gives your team measurable insights into the success of digital signage applications for recruiting. 

If the HR department does not receive applications through digital signage, the approach must be optimized or other incentives must be set. Test different variants of recruitment advertising and draw a conclusion after a few trial phases. 

Efficiency of processes

In itself, this is not a KPI, but it is nevertheless a relevant measure of success for evaluating the use of digital signage. After all, digitized processes save time and reduce the workload on staff.

Signposts mean that fewer guests/visitors need the help of staff, and in the transport sector, too, this results in fewer queries regarding logistics in warehouses. The intuitive features of interactive displays ensure that your target group navigates and organizes itself independently. Especially at events and in retail there are advantages. 

Cost savings are also an important aspect. With digital signage applications, your company saves on printing costs that would otherwise be incurred for classic advertising methods. In addition, you can adapt content in real time and to changing conditions – this means that messages are targeted to different audiences and addressed effectively. This reduces wastage and increases the revenue generated. 

Social aspects, more on that in a moment, are also partially measurable. Green Signage saves electricity and energy costs and also reduces the amount of paper used in the company. This not only has economic advantages, but also improves the environmental balance. 

Another way to increase efficiency through digital signage is the perceived waiting time through information for patients or visitors. Videos or attractively presented content create the impression that waiting times are shortened. This improves customer satisfaction. 

Not every goal is measurable

KPIs support process optimization and provide insights into the success of your measures. Based on the mentioned KPIs, customer satisfaction improves and your company generates more leads. But not all areas of application or goals are measurable. 

Many companies use digital signage to modernize their brand image. Examples include digital menus in restaurants or digital price tags in stores. Companies use them to aim for more sales and new customers, but measuring success is only possible to a limited extent. 

The goal of many businesses is to improve their brand image and thus gain an advantage over customers and competitors. Measurability plays a subordinate role here. The main thing is to observe customer growth. 

Social goals are also difficult to measure. Accessibility is becoming increasingly relevant and digital signage applications offer good solutions for this. These include voice over, Braille readers, high-contrast user interfaces and the display of content in simple language. Although companies also pursue economic interests to expand their target groups, the focus is on inclusion and social aspects. 

Success measurement is a long-term process

When measuring success, it is important to ensure that processes are permanently optimized. Especially the use as a billboard needs several test phases in the beginning to ensure the right targeting. 

However, it does not stop with the subsequent improvements. In order to exploit the potential of digital signage, regular test phases are necessary to optimize and maximize the success of campaigns. 

Conclusion

Digital signage is more than a medium for enhancing a company’s image. With the right approach, you can evaluate existing processes using measurable KPIs and make them more cost-effective. This also opens up new possibilities for addressing target groups.

Target groups forget 89 percent of advertising, according to 2020 statistics. The reasons range from uncreative advertising messages to the wrongly chosen advertising platforms. In the case of digital signage, there is another relevant aspect, namely poorly placed displays. 

The right choice of location is a success criterion for the use of digital signage. Showing appealing advertising messages and taking into account the wishes of the target group are the key traits of successful marketing – but what’s the point if no one sees the advertising?

But don’t worry, we’ll prepare you perfectly! As a provider and developer of digital signage software, we know the requirements for successful use and look back on years of experience in consulting regarding the requirements. This article will not only support your marketing, but will generally help you with the site selection of digital signage – regardless of the area of use. 

Tips for the right choice of location

There is no general answer to the question of the best location for digital signage displays. Every company is different and has an individual setup as well as goals that determine the area of use. Our tips below are aimed broadly at all businesses and take into account different usage scenarios:

• Place displays in a highly visible location. Ideally, they should catch the eye without being obtrusive.
• Displays should be at eye level so they are easily accessible.
• When choosing a location, consider the message your company is communicating. 
• Displays with important information should be placed higher so they catch the eye better. This includes directional signs, class schedules or event information. 
• For some industries, a digital signage extension to voice output is appropriate to communicate across multiple levels. 
• Also consider spacing so that digital signage applications fit into the overall appealing look of your business.
• Don’t just think about marketing-related aspects. Without power, even the best location has no value. Ambient noise also leaves a bad impression. 
• Avoid locations that are hard to reach and don’t attract attention.
• Consider the lighting conditions at the location. Too much sunlight or darkness will affect screen visibility. 
• For outdoor steles: Compare rental costs for different locations and make sure displays are protected from vandalism and environmental damage. 
• Pay attention to accessibility so that people with disabilities can access info terminals as well.

Suitable locations for different areas of application

The choice of location for digital signage applications also depends on the area of application. This does not mean the industry of your company, but the purpose and the benefit for your target group. 

Ideally, signposts and information terminals should be located at central points that are easy to reach. At a trade fair, for example, it is of no value to visitors if info terminals are placed in lobbies. The search for a hall often begins at the entrance. 

In addition, possible space problems must also be taken into account – in concert halls, stadiums or at trade fairs, visitors are not helped if info terminals are placed in a poorly accessible location or in locations with little room to move. Accessibility must also be taken into account here, so that wheelchair users, for example, can access the info terminals. 

Info panels should also be placed in easily accessible locations. To ensure a smooth exchange of information, we recommend locations with long dwell times or central points (e.g. entrances). Depending on the location, it may be a good idea to place displays higher up so that they are easily accessible and visible from a distance, even with large crowds. Once again, pay attention to our previously mentioned tips regarding lighting conditions and power supply.

Welcome area with info terminal at Palfinger 

With advertising, you are more flexible with the choice of location. It should catch the eye, but it doesn’t have as big an impact on the visitor experience as info terminals. Shop windows or digital customer stoppers in front of the store are very well suited to showcase products or offers. But a stele also catches the eye well at the entrance and has strategic advantages when presenting current offers. 

When choosing outdoor steles, it is more important to consider the cost factor and that displays are safe from environmental influences. However, you can get creative with displays outside your business premises, as the image below shows: 

Digital price boards or menus are best placed behind the counter or checkout area. Not only will they catch the eye quickly, but they will also enhance the appearance of your store. Price boards or digital menus should be placed a little higher so that they are clearly visible to visitors. 

Digital signage at the cash desk of the Hollywood Megaplex Linz

The right amount of displays

Apart from the choice of location, the quantity of displays also plays an important role. A large company needs more displays than a five-man operation. It also depends on what kind of content is being shown. For example, our customer “Machsport” has several displays in the store:

In this case, it makes sense to set up several displays next to each other. The same applies to the hospitality industry, where digital signage applications are used as menus.

However, if your team is planning to use digital signage for patient information in a doctor’s office, for example, one display per room is sufficient. Ultimately, however, it depends on the individual requirements and the goals of your company. 

The choice of location is one of many criteria for using digital signage efficiently. In our article “7 important requirements for the use of digital signage“, we summarize the most important prerequisites for using the applications in a target-oriented manner. 

The form and application scenarios are also crucial

When choosing a location, also consider the flexible application options. Maybe your company plans to use digital signage as employee information, but you can also use the applications for future advertising campaigns. Therefore, we recommend having a look at different usage scenarios and plan accordingly with multiple locations or multiple displays. 

In addition, we also recommend the purchase of different displays. You are flexible in adapting different content formats with digital signage, but depending on the goal and use, different display sizes are suitable. For example, if you are the owner of a clothing store, we recommend displays for your shop window and digital customer stoppers for the entrance area. 

Depending on the size of your business, interactive displays for customer navigation or digital out of home solutions are also suitable. In our store you will find five different types of displays in various designs – take a look and discover the possibilities for your business.