The well-known real estate mantra "location, location, location" could not be more apropos when applied to digital signage, because poor placement of digital signage almost always spells certain disaster, regardless of application or size of the installation.
In addition to fielding the usual questions about pro AV sales and operation, value-added resellers (VARs) will almost certainly field questions from customers about ideal digital signage placement, because beyond great content, placement is the primary driver of things like increased sales, brand awareness, and ROI.
Perhaps the best analogy to effective digital signage placement is the old adage about a tree falling in the forest, but there's no one around to hear it. Does it make a sound?
The exact same concept applies to placement of digital signage where there is a direct correlation between communicating a message or not getting through at all.
The purpose of a digital display is for people to see it. Are monitors placed at the right level for the eye to see? Are they in locations that can be obstructed? Be mindful of your facility and where your customers tend to gather. Areas to consider vary depending on the market vertical and the intended solution.
VARs who want to steer their customers toward an effective solution will want to focus on a few key elements of digital signage placement.
Location is Key
At events like trade shows, seminars, and conferences, digital signage placed near the front entrance commands the most attention, because attendees are already primed to gain some sort of information. Thus, placement out front only helps reinforce and encourage the attendees to take notice.
In a retail environment, one might think digital signage at checkout counters is the best strategy, but customers are already done shopping and are less inclined to pay enough attention to convert into a sale.
Digital signage in stores is best placed in window fronts in order to attract passersby or directly among sale or promotional items. In addition, places where shoppers take breaks, like food courts or benches outside stores, are great places to install signage.
When passengers disembark from airplanes and trains, the first thing they look for is information to get them to their next destination. Digital signage placed very near or at gates and station stops fulfills that demand.
Effect on ROI
Digital signage revenue is expected to grow 10% in 2015 and 7% in 2016. Much of that growth is based on organizations investing in digital signage hardware and software.
For the most part, the primary drivers of positive ROI from digital signage solutions are careful budgeting, fresh content, and relevance to customer interests in the form of impressions made.
But relevance, and ROI in general, has a lot to do with digital sign placement as well. The snazziest content in the world won't return positive ROI if the displays are in bad locations.
Digital signage solutions placed in the right locations not only expose viewers to quality content but also effectively engage them. The result is improved brand awareness that may drive sales.
According to a recent study, almost 50% of digital signage viewers recalled the advertisement appearing on a digital sign, and of those who saw the ad, 19% made an unplanned purchase after seeing the item featured on the screen.
Likewise, more than 20% of the 54 million U.S. residents visiting an airport in a given month recalled viewing a digital signage display at or near key high-traffic areas.
Better Interactive Experience
Some of the most memorable digital signage installations were designed in order to encourage interactivity, not just by the content they delivered, but by the specific location at which they were deployed.
A well-known soda manufacturer recently deployed an interactive digital kiosk that encouraged gameplay. Winners received free cans of a promotional soda. The key to this highly successful campaign is that it was specifically deployed on a busy city street where the targeted demographic (Millennials) was known to frequently traverse.
Another campaign—one that challenged viewers to race against an Olympic runner—was strategically placed in a well-known New York City subway station.
In these instances, the goal of marketers was to encourage viewers to take instant action, and the marketers were very successful, because of an integrated campaign that combined outstanding content with specifically chosen signage placement.
Have your customers been requesting advice on how to place digital signage installations lately?