Essential Steps to Successful Digital Signage

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Essential Steps to Successful Digital Signage
Clarity Visual Systems
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Clarity Visual Systems

• Privately held company headquartered in Portland,
  Oregon
• Established in 1995
• Manufacturer of professional grade display
  systems and digital signage software
• Focused on providing innovative solutions that
  meet the specific digital visual messaging needs
  of our customers
• In 2005 acquired CoolSign Software and Synelec
  displays and multi-image processors

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Agenda

• Defining Digital Signage
• The State of the Game
• Claritys Perspective on the Market
• Opportunities
• Challenges
• The 3-D Model for Successful Digital Signage
  Deployment

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Defining Digital Signage

• digital signage (n) a network of digital
  displays showing dynamic, up-to-the minute
  content, enabling
• - Targeted messaging
• - Central control
• - Instant updates

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4 Key Components of a Digital Sign

• Hardware
• Display device
• PC
• Software
• Content Player
• Content
• Promotions
• Branding Interstitials
• Infotainment, Live News
• Network
• Ethernet
• WAN
• Satellite

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Digital Signage The State of the Game

• Digital signage has established itself as a
  viable, highly-effective medium
• Awareness of messaging more than double that of
  static signage
• Measurable increases in customer satisfaction
• Implementation at major retailers, airlines,
  hotels, banks
• Beginning to see some broad deployments

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Claritys Approach to Successful Digital Signage
Installations

• Define
• Design
• Deploy

3D
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Define
3D

• gt Define your customer
• Existing Communication Strategy / Process
• Areas of Pain
• Goals / Expectations for the Project
• Methodology for Validating Success

The definition phase is the most commonly skipped
step.
It is also the most frequently responsible for
poorly implemented solutions
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Design
3D

• Content Strategy
• Hardware
• Software
• Network
• Placement

Working with a knowledgeable integrator is
critical
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Content Strategy
3D

• Loop Length
• During each visit, customers should see each all
  content once and some content twice, but never
  three times
• Understand average customer visit 4 7 minutes
• Appropriate loop length 3 5 minutes
• Cadence
• On average, customers will view one piece of
  digital content 10 15 seconds before averting
  their gaze
• Mix promotions and branding messages with live
  news updates or infotainment spots to keep
  attention
• Frequency of Update
• For maximum effectiveness, content should contain
  something fresh for each customer visit, and
  should be completely refreshed every two or three
  visits
• Understand average frequency of visit at least
  twice per year
• Appropriate full refresh schedule twice yearly

Design
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Content Types
3D
Design
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Hardware
3D

• Display Technology
• Application-specific needs
• Format
• Stand-alone
• Towers
• Banners
• Walls
• Delivery System
• Computer/Processor
• DVD player

Design
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Displays Issues to Consider
3D

• Image Quality
• Brightness
• Contrast
• Resolution
• Viewing Angle
• Durability
• Lifespan
• Amortization schedule
• Monitoring and control
• Controls on the display itself
• Ability to monitor remote displays from a central
  location

Design
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Software and Network
3D

• Frequency and Method of Update
• Content Management Distribution Needs
• Clarity offers its CoolSign software as an
  enterprise solution for digital signage

Design
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Placement
3D

• Traffic Patterns
• Customer Dwell Time
• Sightlines

Design
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Deploy
3D

• Implement the solution

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Conclusion

• The most common reason for failed or stalled
  digital signage installations are ambiguous,
  undefined goals
• The second most common reason for failure is
  equipment that does not meet application-specific
  requirements of remote, unmonitored display.
• The customer needs an end-to-end
  solutionincluding goal-setting and success
  criteria. Deliver it with the 3 Ds.

• The 3-D Model
• Define
• Design
• Deploy