5 phases that describe a framework for planning a successful digital signage campaign.

1. How to plan a successful
Digital Signage Campaign
in 5 steps

2. There is more to a successful digital signage campaign than meets the eye.
The following 5 phases define a framework that will help you doing the right steps
at the right time:
The Framework
1. The bigger picture
2. Content
3. Software
4. Hardware
5. Reshuffle and finalise

3. The Bigger Picture

4. 1. Dedicate some effort on this now, to
save lots of time (and money) later on
2. Give an answer that is both qualitative
and quantitative, i.e. set a target and a
KPI to measure how close you get
What do I want to achieve?

5. What do I want to achieve?
Examples:
• “to attract more people”, measured by walk-ins or audience size
• “to engage people more”, measured by dwell time distribution
• “to know more about the customers”, measured by the number of customers
for whom you get the data, the amount of data, or the quality of the data

6. Content

7. 1. You set the target, now think on which content to offer to your customers
2. By “content” we don’t mean the technicalities, but the media to show, the
possibility to interact, the installation type, real time personalisation, …
3. Follow a customer-centric approach and define the use cases in details
How can I get there?

8. How can I get there?
Examples:
• Are you trying to attract more people? Are your customers tech-savvy?
Use QR code overlay
• Are you focusing on engaging different customer segments?
Use face detection mechanisms, to make targeted advertising,
along with touch screen technology

9. Software

10. What everybody want is:
a software that allows you to create the experience
that you want to offer to your customers
Unfortunately, most of the people just start from here, and they have a very hard
time in turning the previous sentence into clear requirements.
If you have done your homework in the first two phases, now you know what you
need and what you want your software to do.
Software requirements

11. Consider your needs as a company:
• How many locations can the software
handle? Does it scale?
• Is the software cloud-based? Does it
allow remote control?
Software requirements
• Is the software intuitive and easy to use?
• How flexible the software is? Does it allow to develop ad hoc solutions?
Do not neglect things like Reliability, Support and Deployment

12. Hardware

13. • Write down a list with all of the requirements for your campaign
• Choose a compatible hardware, this refers both to the screen where to offer the
content and to the mini-pc/player where to run the software. Today we are facing
the flourishing of a variety of choices: low cost players, ARM based players,
players embedded into the screens…
Choose your supplier

14. • Do not forget to consider the accessories needed to install the hardware, such as
the VESA support, double check compatibility, for the connections, for the mini-
pc and for other components that might be part of your solutions (e.g. a webcam)
• Before buying large stocks, always perform a small-scale check
Choose your supplier

15. Reshuffle and finalise

16. • Abandon the step-by-step approach and look at the campaign as a whole
• Start over again and consider all of the previous four points (strategy, content,
software and hardware) at the same time. They are all connected to each other:
hardware can inspire new ways to engage with the customer (e.g. video-wall) and
software features can have an impact in the global strategy (e.g. data collection
and analysis)
Start again to excel

17. • The financial aspect should now be addressed
• “Cheap” and “expensive” are forbidden words until one quantifies the value of
achieving the target. Calculating the return of the investment (ROI) is the right
approach here
Start again to excel

18. This short overview provides a framework where to move for planning
and creating a successful digital signage campaign.
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