Digital Signage Project
Ra.Fi Elettronica Spa Via Newton, 4 20090 ASSAGO (MI)
RA.FI ELETTRONICA Spa >
Privately held company headquartered in Assago (Mi), Italy
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Established in 1984
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Manufacturer of professional grade display systems and digital signage software
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Focused on providing innovative solutions that meet the specific digital visual messaging needs of our customers
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In 2009 Special Partner Samsung Digital Signage Solution
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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Hardware –
Display device
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PC
Software –
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4 Key Components of a Digital Sign:
Content Player
Content –
Promotions
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Branding Interstitials
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Infotainment, Live News
Network –
Ethernet
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WAN
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Satellite
Digital Signage: Focus >
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
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Implementation at major retailers, airlines, hotels, banks
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Beginning to see some broad deployments
Approach to Successful Digital Signage Solution > Define > Design > Deploy
Define: > 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
Design: > Content Strategy > Hardware > Software > Network > Placement Working with a knowledgeable integrator is critical
Content Strategy >
Design
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Loop Length –
During each visit, customers should see each all content once and some content twice, but never three times
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Understand average customer visit: 4 – 7 minutes
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Appropriate loop length: 3 – 5 minutes
Cadence –
On average, customers will view one piece of digital content 10 – 15 seconds before averting their gaze
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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
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Understand average frequency of visit: at least twice per year
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Appropriate “full” refresh schedule: twice yearly
Content Types
Brand Interstitials
Live News & Infotainment
Promotions
Hardware >
Display Technology – Application-specific needs – Format:
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Stand-alone
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Towers
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Banners
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Walls
Delivery System – Computer/Processor – DVD player
Displays – Issues to Consider >
Image Quality – Brightness – Contrast – Resolution – Viewing Angle
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Durability
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Lifespan – Amortization schedule
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Monitoring and control – Controls on the display itself – Ability to monitor remote displays from a central location
Software and Network >
Frequency and Method of Update
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Content Management & Distribution Needs
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Clarity offers its CoolSign software as an enterprise solution for digital signage
Placement >
Traffic Patterns
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Customer Dwell Time
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Sightlines
Deploy: > Implement the solution
Conclusion >
The most common reason for failed or stalled digital signage installations are ambiguous, undefined goals
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The second most common reason for failure is equipment that does not meet applicationspecific requirements of remote, unmonitored display.
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The customer needs an end-to-end solution— including goal-setting and success criteria. Deliver it with the 3 D’s.