Sign & Digital Graphics

February '19

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S I G N & D I G I T A L G R A P H I C S • February 2019 • 17 ticket prices, upcoming events, promo- tions and purchasing options. The digi- tal system efforted to speed up processes onsite. In other cases, Ping H D has pro- vided digital solutions to airport-based customers that frequently change menu items from breakfast to lunch and dinner, for example. These retail and fast casual locations also benefit from using digital screens to promote daily specials. In these situations, it's imperative to get the "Buy-in from all stakehold- ers," suggests Kevin Goldsmith, Chief Technology Officer, Ping HD. "It is easy to install a digital signage system, but making sure it is utilized to its fullest potential is perhaps the hardest part. The operators need to plan and refresh their content to keep it relevant and effective." Benefits and Advancements Like any other sign project, shops should gather the clients' input to design and install the display to their liking. However, with digital systems—and the amount of technology involved—things can get more complicated than tradi- tional signage. However, this is where more potential benefits also come into play. "Digital signage has shown to increase awareness of whatever the message might be when compared to static printed sig- nage," offers Goldsmith. "Digital signage has also shown to deliver an uplift in sales, which is wide ranging depending on the product/service being promoted through digital signage." Along with that comes reliability. Today, especially with a turnkey solution, there is very little downtime due to the system's configuration. "The biggest advantage is that the business has one point of contact/refer- ence for the entire digital signage net- work," states Wamaitha, "so failure points are greatly reduced. When all the nec- essary components of a digital signage campaign—hardware, software, content, operation and maintenance, ROI analysis, and goals—are gathered at the start of the project, project management becomes so much more streamlined. This means the deployment will be fast." Fast is a word readily associated with digital signage since messaging can be changed on-the-fly and customized in a way customers desire. This can be done much more cost-effectively than even just a few years ago. "Digital signage provides the ideal platform to allow the customer to experi- ment and tweak the marketing campaign without incurring the expense and time of shipping our physical printed materi- als to each site," Goldsmith says. "You know you can ensure the correct content is on display at the correct time promot- ing the correct pricing, etc. With print, you are relying on someone climbing a ladder to change it, and UPS, FedEx, etc., delivering on time and undamaged." When it comes to providing a true turnkey solution, it's even more advanta- geous to all parties involved. "One of the greatest end user benefits is having a single resource to work with to achieve the goals of the customer," Saret shares. "For instance, at Almo we offer a full team to handle the display hardware, CMS, content design and cre- ation, and installation, which reduces confusion and helps each project run smoothly from start to finish." Technologically, sign makers can offer In Kalamazoo, Michigan, the campus of Western Michigan University has digital screens located in high-trafficked places to keep people informed. Images courtesy of Mvix. much more in the way of functionality and interactivity with digital systems. This is an attractive feature for users of digital signage to employ it as an exten- sion of personal devices. "These technologies, when combined with digital signage, personalize experi- ences even further," Wamaitha says. "Take an example of where digital sig- nage is used for wayfinding. A Nielsen survey shows navigation as one of the most popular app categories among smartphone users, after games and weather. Since (users) are already using their phones for navigation, it's natural to extend digital signage wayfinding to their phones."

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