Our Digital Signage "THINK" Process

Effective communication requires more than a screen and a media player. As communcation and digital signage experts, we've developed a process that ensures your message is being delivered to the right people, in the right place, with the right content, on the right screen, at the right time, using the right platform. We work with you to understand your needs so that we can create a custom digital signage solution that allows you to engage, educate and empower your audiences.

Discover our "THINK" process to understand how we create effective communication solutions using digital signage.

Get Started

Cloud-Based Digital Signage Software Used by leading institutions globally.

A lot goes into deploying a successful digital signage project

It’s not simply a matter of hanging up screens and showing pictures. Done right, digital signage can be a powerful communication tool that will help you engage, educate and empower your target audience. To get the most out of this technology, there are many things to carefully consider. Our "Think Process" will describe, the steps that need to be taken to roll out a successful digital signage network.

There are 6 steps that need to be completed in order for a digital signage network to be successful. They are:

Step 1: Think Goals

Define what you want to achieve with your digital signage (e.g., increase brand awareness, improve employee engagement, drive sales). Clear goals shape the entire project.

Setting clear goals is the essential first step for a successful digital signage network. Defining what you aim to achieve with your signage helps shape the direction of your project and ensures that each decision made supports a purposeful outcome. This step focuses on identifying the primary objectives for your signage and establishing a foundation for effective planning.

Why Setting Goals Matters

Digital signage can serve many purposes, from enhancing brand awareness to improving internal communication. Without specific goals, it’s challenging to ensure your network provides value. Clear objectives guide every phase of the process, ensuring your digital signage aligns with broader business or organizational aims.

Steps to Define Your Goals

1. Identify the Purpose of Your Signage

Start by asking, “What do I want to achieve with this signage?” This could include:

Increasing Visibility: Enhancing brand presence in high-traffic areas.
Engaging Employees: Supporting internal culture and communication.
Enhancing Customer Experience: Providing valuable information, entertainment, or assistance to visitors and customers.
Improving Operational Efficiency: Streamlining processes or providing real-time updates that support day-to-day activities.

2. Align Goals with Organizational Objectives

Ensure that your signage goals support your larger business objectives. For example, a retail business may aim to increase sales through promotional messaging, while a corporate office may focus on keeping employees informed and engaged.

3. Set Specific, Achievable Targets

Define clear, actionable goals that you can realistically achieve. Make each goal specific so that progress can be easily monitored. For example:

Increase customer engagement with new promotions.
Improve employee recognition by showcasing achievements on lobby displays.
Reduce visitor confusion by adding directional signage.

4. Consider Audience Needs in Relation to Goals

Think about how your goals meet the needs of the target audience. For instance, if one goal is to improve the visitor experience, consider what information or updates would be most beneficial for those visitors. This will help ensure your goals are audience-focused without delving into specific audience characteristics or content choices.

5. Establish a Timeline for Each Goal

Define whether each goal is a short-term campaign or a long-term objective. This will allow you to adjust your strategy and determine when to evaluate progress and results.

6. Plan for Goal Assessment

Outline a basic approach for assessing whether each goal is met. Initial ideas for measurement can include tracking general feedback, noting increases in engagement, or observing operational improvements over time. While detailed metrics will be set up later, having a preliminary assessment plan keeps your goals focused.

Step 2: Think Audience

Identify your primary audience (e.g., employees, visitors, customers). Understanding who you’re targeting makes it easier to tailor content and messaging that resonate.

Identifying and understanding your audience is crucial for creating effective digital signage. Knowing who will be viewing your signage allows you to make better decisions about how to engage them, ensuring your network has the intended impact. In this step, we focus on analyzing your audience's characteristics and preferences to set a strong foundation for the rest of your digital signage deployment.

Why Understanding Your Audience Matters

A well-defined audience helps you to align your signage’s presence with the needs and interests of those who will see it. Each audience has unique expectations, and recognizing these will guide you in optimizing visibility, placement, and overall strategy.

Steps to Identify Your Audience

1. Segment Your Audience

Break down your audience into distinct groups based on where your signage is placed and who will interact with it. Common audience segments include:

Employees: Primarily for internal communication.
Customers: Often found in retail, hospitality, and healthcare spaces.
Visitors: Common in corporate or public spaces.
Patients: Specific to healthcare settings, such as hospitals and clinics.

2. Analyze Audience Needs and Motivations

3. Analyze Audience Needs and Motivations

Consider what each segment expects to gain from interacting with your signage. For instance:

Employees: Might look for updates relevant to their role.
Customers: Often want information that improves their experience.
Visitors: Typically benefit from orientation information and directions.
Patients: May need reassuring updates or helpful information related to their visit.

4. Determine the Optimal Viewing Conditions

Think about the environment where your audience will encounter the signage, including viewing distance and typical attention span. For example:

High-traffic areas may require quick and clear visuals to reach people on the go.
Spaces like waiting rooms or reception areas might allow for more extended viewing time.

5. Consider Demographic and Cultural Context

Evaluate factors like age, language, and cultural background, which affect how an audience perceives and engages with signage. Tailoring your signage based on demographic insights can enhance audience relevance and accessibility.

6. Gather Preliminary Insights

If possible, gather initial data about your audience’s viewing habits and preferences. For example, surveying employees or observing customer behaviour can help you better understand their needs. These insights can later be refined through feedback once your signage is in place.

Step 3: Think Location & Environment

Decide where your screens will be placed (e.g., lobby, cafeteria, retail floor) and consider the physical setting (indoor vs. outdoor, lighting, viewing distance) to select screens that ensure optimal visibility and impact.

Choosing the right location and understanding the surrounding environment are essential for maximizing the visibility and effectiveness of your digital signage. Where your signage is placed and the physical conditions around it determine how well your audience will notice and engage with it. This step guides you through identifying the optimal locations and assessing environmental factors that could impact performance.

Why Location & Environment Matter

Effective signage placement ensures that your target audience can easily see and interact with your display. Factors like traffic flow, lighting, and placement height all influence visibility and engagement. Taking these into account helps you position your signage where it will make the most impact.

Steps to Determine Optimal Location & Environment

1. Identify High-Visibility Locations

Choose spots where your target audience naturally spends time or passes by. Examples include:

Corporate Spaces: High-traffic areas like lobbies, break rooms, and corridors.
Retail Settings: Entryways, checkout counters, or areas near promotional displays.
Healthcare Facilities: Waiting rooms, reception areas, or near elevators.

2. Analyze Traffic Flow

Observe how people move within the space to determine the best spots for visibility. Position signage where it faces the audience’s line of sight and minimizes obstructions. Consider:

Waiting Areas: Locations where people remain stationary are ideal for extended engagement.
Walkways and Corridors: Ensure displays are angled to catch the eye of people as they move through these areas.

3. Consider Viewing Distance and Angle

Choose placement heights and angles that match the typical viewing distance for each location. For example:

Close-Range Signage: For areas where viewers are close, like near counters, opt for smaller screens positioned at eye level.
Longer-Range Signage: In large, open areas, consider larger screens or elevated placements to maintain visibility.

4. Assess Lighting Conditions

Lighting can greatly affect screen readability and visibility. Analyze how natural and artificial light interact with the placement area:

Bright Areas: Consider high-brightness displays if the location receives a lot of sunlight or has strong artificial lighting.
Dim Areas: Standard brightness may be suitable, but avoid placing displays in direct paths of changing light sources, like windows.

5. Evaluate Environmental Elements

The physical conditions of the location can affect screen performance and durability. Key environmental considerations include:

Indoor vs. Outdoor: Outdoor screens require weatherproofing, higher brightness, and possibly anti-glare features.
Temperature and Humidity: In areas prone to high temperatures or humidity, ensure your screens are suited for those conditions.
Noise Levels: In noisy environments, consider whether visuals alone will suffice, as audio may be difficult to hear.

6. Plan for Accessibility

Think about all potential viewers, including those with disabilities. Place screens where they are easily visible to everyone, and ensure that placement complies with accessibility standards.

Examples of Effective Location & Environment Choices

Corporate Lobby: Position signage near the entrance at eye level to greet visitors and provide useful information right when they enter.
Retail Store Entrance: Place signage at the entry to immediately capture customer attention with promotions and product highlights.
Hospital Waiting Area: Position screens where seated patients can view them comfortably, avoiding areas with high glare from windows.

Step 4: Think Technology

Choose the right technology for your setup, from single displays to video walls or interactive kiosks. Include remote management capabilities if possible.

Selecting the right technology is essential for a successful digital signage deployment. The hardware and software you choose will determine not only the quality and reliability of your displays but also how easily they can be managed, maintained, and scaled over time. This step focuses on choosing the appropriate devices and capabilities to meet your specific needs.

Why Technology Choice Matters

The technology you use for your digital signage network affects performance, ease of use, and overall experience. Choosing the right technology ensures that your displays work seamlessly, look professional, and can be managed efficiently to meet your business goals.

Steps to Choosing the Right Technology

1. Choose the Display Type

Determine the display type that fits your specific needs. Some common options include:

Single Displays: Ideal for locations with limited space or for displaying targeted messages.
Video Walls: Perfect for high-impact areas where you want to make a strong visual statement. Video walls require special hardware for seamless, large-scale content.
Kiosks: These interactive screens are ideal for wayfinding, product information, and customer engagement in settings like retail or healthcare.
Tablets or Small Screens: Great for close-up viewing or personalized messaging, commonly used in waiting areas or check-in counters.

2. Select the Right Resolution and Brightness

Based on the viewing distance and environmental lighting, choose screens with appropriate resolution and brightness levels:

Resolution: Higher resolutions (e.g., 4K) are best for large displays or video walls to maintain image clarity.
Brightness: Outdoor or sunlit locations may need high-brightness screens (1000+ nits), while indoor areas typically require standard brightness (300-500 nits).

3. Consider Connectivity Options

Decide on how your screens will connect to your network and CMS. Options include:

Wi-Fi or Ethernet: Most commonly used for indoor locations where stable internet connectivity is available.
Cellular or Satellite: Useful for outdoor or remote locations where traditional internet access may be unreliable.
Offline Playback: In locations with intermittent connectivity, consider displays with offline playback capabilities to ensure content continuity.

4. Evaluate Software Compatibility

Your digital signage solution should be compatible with a content management system (CMS) that meets your needs for content scheduling, management, and updates. Key software capabilities to consider:

Remote Management: Allows you to control and update content across multiple locations from a single platform.
Scheduling and Automation: Enables content scheduling for specific times, dates, or events, automating content updates.
Compatibility with Interactive Features: If using touchscreens or kiosks, ensure your CMS supports interactive capabilities.

5. Look for Scalability and Future-Proofing

Invest in technology that can scale with your needs over time, especially if you plan to expand your digital signage network. Look for systems that support additional displays, updated software features, or integration with other tools as your needs evolve.

6. Plan for Power and Energy Efficiency

Evaluate the power needs of your displays and consider energy-efficient options, especially for large networks. Some displays offer energy-saving modes or scheduling features to reduce power usage when screens aren’t actively viewed.

7. Think About Maintenance and Support

Choose technology that’s easy to maintain and comes with reliable technical support. Opt for durable screens with long lifespans and a vendor that offers warranties, technical support, and replacement options if needed.

Examples of Technology Choices for Different Needs

Retail Environments: High-brightness single displays or kiosks with interactive capabilities to showcase products and promotions.
Corporate Offices: Networked displays with remote management for easy updates across multiple locations.
Outdoor Locations: Weatherproof, high-brightness displays with cellular connectivity for uninterrupted content delivery.

Step 5: Think Content & Design

Plan content that aligns with your goals and audience. Keep messages clear, visuals simple, and accessible to all viewers, using suitable fonts, colors, and layouts for maximum engagement.

Content and design are the heart of your digital signage. Creating compelling, visually engaging content ensures your message is not only seen but remembered. This step guides you through planning and designing content that grabs attention, aligns with your objectives, and resonates with viewers.

Why Content & Design Matters

Key Considerations for Content & Design

1. Keep It Simple and Focused

Digital signage works best when content is clear and to the point. Avoid cluttering the screen with too much text or multiple messages at once. Stick to one main message or call-to-action per screen.

Text: Use short phrases or bullet points, and limit text to essential information.
Imagery: Select visuals that support the message, such as product images or relevant graphics, and avoid overly complex visuals.

2. Use High-Contrast Colors

Ensure text and visuals stand out by choosing colors with strong contrast, especially for key elements like headlines and calls-to-action. High contrast improves readability and visibility from a distance.

Background and Text Contrast: Light text on dark backgrounds or vice versa enhances readability.
Brand Colors: Incorporate brand colors to maintain consistency, but prioritize readability and clarity.

3. Opt for Readable Fonts and Sizes

Use fonts that are easy to read at a glance. Sans-serif fonts often work well, as they’re simple and clear. Adjust font sizes based on viewing distance:

Large Fonts for Headlines: Make main messages or calls-to-action big and bold.
Readable Subtext: Ensure secondary text is large enough to read comfortably, even from a distance.

4. Incorporate Motion Thoughtfully

Motion elements can draw attention and add dynamism to your signage, but use them selectively to avoid overwhelming the viewer.

Subtle Animations: Small, subtle animations like text fades or slide-ins can make content more engaging.
Looping Videos: Short video clips or animations can work well, especially in high-traffic areas, but keep videos concise to hold attention.

5. Apply a Visual Hierarchy

Arrange content elements with a clear structure so viewers know where to look first. Use size, color, and positioning to guide their attention from headlines to supporting information.

Primary Message at the Top: Place the main message where it will be seen first, usually at the top or center of the screen.
Supporting Details Below: Arrange additional information beneath the main message to create a logical flow.

6. Optimize for Quick Viewing

Digital signage is often viewed briefly, so design content that can be understood within a few seconds. Use straightforward visuals and clear calls-to-action to make your point quickly.

One Message per Slide: Avoid overloading screens; keep each slide focused on a single idea or promotion.
Simple Calls-to-Action: Use short, direct calls-to-action like “Visit Today” or “Scan for Info.”

7. Plan for a Consistent Content Cycle

Regularly updating content keeps your signage fresh and relevant. Set a schedule for rotating new messages or seasonal promotions to maintain audience interest and avoid repetitiveness.

Examples of Effective Content & Design Choices

Retail Promotion: “SALE: 20% off all footwear today only” in bold, high-contrast text with an image of shoes.
Corporate Announcement: “Team Meeting in Room 5A – Starts in 10 Minutes” with the time highlighted for urgency.
Hospitality Welcome Message: “Welcome to XYZ Hotel – Check-in at the Lobby” with a simple directional arrow.

Step 6: Think Success

Set up basic performance metrics (e.g., engagement rates, feedback) to measure how well the signage meets your goals. Regularly review these insights to refine content or placements as needed.

Evaluating the success of your digital signage network is key to ensuring it meets your objectives and provides measurable value. This step focuses on setting metrics, tracking performance, and gathering insights to continually improve your signage’s impact. By defining success and regularly reviewing results, you can adapt your strategy to achieve better outcomes over time.

Why Measuring Success Matters

Tracking the performance of your digital signage lets you see what’s working and what isn’t. By using data and feedback, you can make informed adjustments, increase audience engagement, and maximize return on investment. Clear, measurable results also help justify future investments in your digital signage network.

Steps to Measure Success

1. Define Key Performance Indicators (KPIs)

Choose metrics that align with the goals you set in Step 1. Common KPIs for digital signage include:

Engagement Metrics: Track viewer interactions if your signage is interactive (e.g., number of screen touches, QR code scans).
Dwell Time: For waiting areas, measure how long viewers spend watching the signage content.
Foot Traffic Impact: In retail, observe changes in customer foot traffic in response to signage.

2. Define Key Performance Indicators (KPIs)

Audience feedback can offer insights into how viewers perceive and interact with your signage. Consider using:

Surveys: Short surveys for employees, customers, or visitors can provide qualitative feedback.
Observations: Monitor engagement in real-time, noting how people respond to different messages or placements.

3. Leverage Analytics and Reporting Tools

Many digital signage CMS platforms include analytics tools that help track performance. Use these tools to gather data on metrics such as:

Content Impressions: Track how often each piece of content is displayed.
Peak Viewing Times: Identify when your signage gets the most attention.
Conversion Rates: If the signage includes a call-to-action, measure conversions (e.g., sales, sign-ups, or app downloads).

4. Assess Cost-Effectiveness

Calculate the return on investment (ROI) by comparing the costs of your signage network with its impact. This may include increases in engagement, customer visits, or sales tied to the signage. A cost-effective network will provide tangible benefits that justify ongoing or expanded use.

5. Review and Refine Content Based on Results

Based on your data and feedback, adjust your content strategy to improve performance. If certain messages, images, or calls-to-action are more effective, consider focusing on similar approaches in future content updates.

6. Set a Regular Review Schedule

Evaluating performance on a regular basis allows you to track trends and make timely adjustments. Consider quarterly or semi-annual reviews to keep your strategy aligned with your goals.

Examples of Success Metrics by Industry

Retail: Promotion engagement increased by 30% during peak hours based on foot traffic data.
Corporate Office: Employee engagement improved by 20% as measured by survey feedback on internal messaging.
Healthcare: Patient satisfaction ratings rose by 15% following the addition of educational content in waiting areas.

These are 6 steps to deploying a successful digital signage network. To do it right, you need to consider several factors. Take the time and you will get the most of your digital signage project.

Schedule an online demonstration of MediaTile's Digital Signage Platform

Or you can call 416-342-0637 to talk to an expert now.

This site is protected by reCAPTCHA and the Google Privacy Policy. Terms of Service apply.

Digital signage increases average customer browsing time by
30%

Digital signage reduces perceived wait time by up to
35%