Installing a screen alone does not create an effective digital signage solution.
Businesses have to think about screen content, target audience, how often the content needs to be updated and who will manage the content and the display. The screen location also matters. A screen in a corporate reception has substantially different requirements from one in a retail environment.
When looking at digital signage options in the UAE, businesses should first consider how they want to deliver their message and then select the appropriate display type.
What Is a Digital Signage Solution?
A digital signage solution utilizes commercial displays along with supporting technology to allow a business to display digital signage.
Depending on the situation, a digital signage solution may include the following:
- Commercial displays
- LED/video walls
- Digital signage players
- CMS
- Content scheduling
- Networking
- Indoor/outdoor displays
- System integration
- Installation and after-sales support
This differs from traditional signage methods that include physical displays such as posters, banners or other signage that does not change or that is used for one-off events.
Both traditional and digital signage solve different problems.
Where Is Digital Signage Used in the UAE?
Business digital signage can be used in various ways.
Retail: Digital signage can be used to promote products or services, launch new products and run digital marketing campaigns and customer communications.
Hospitality: Digital menus along with event information, promotions, and wayfinding.
Corporate: Reception displays, information and company data.
Events and exhibitions: Digital content and visitor communications.
Your audience and location determine the technology, screen size, content and placement of the digital signage.
Commercial Displays Are Unlike Traditional Screens
Digital signage displays need to remain visible under the lighting conditions of their location.
The intended application should determine the type of screen selected.
A screen for a reception area may have different operating and brightness requirements compared to a screen for a retail store in a high-traffic area.
Selections should be made based on factors such as the viewing distance, light conditions, brightness, operational hours, and the location of the installation, rather than the screen size alone.
This will be more crucial in the UAE, where a display positioned next to a bright shop front or in an external location will most likely experience an entirely different operating environment from a display put in an air-conditioned office or reception area.
Content Management Is Key
The effectiveness of digital signage can be reduced if content management becomes difficult.
A Content Management System (CMS) can allow authorized users to manage, schedule and update content across different digital signage units.
Consider a retailer that runs a store-wide promotion for the weekend. Centrally managed digital signage across multiple locations allows scheduling the promotion and updating the content once the promotion ends.
This is useful for companies that manage multiple displays or locations.
Indoor and Outdoor Digital Signage Require Different Planning
Different displays will have different applications depending on the environment.
Indoor signage may be installed in receptions, shopping environments, offices or in hospitality spaces.
Outdoor digital signage requires consideration of environmental conditions that affect visibility and performance. These include brightness, temperature, installation method, viewing distance and the level of protection required.
LED Displays and Video Walls
Some situations may not be appropriate for just one commercial display.
One solution for large spaces, as well as cases with longer viewing distances, is either an LED display or a video wall.
The size of the space, the presence or length of the viewing distance and the content to be presented help to answer the question of whether to use a standard commercial display, video wall, or LED solution.
The suggested solution will depend on the specifics of the requirements.
Look Beyond the Initial Display Cost
The purchase price of a display is not the only expense when purchasing a digital signage system. A digital signage system involves installation, content management, system maintenance and support, hours of operation and the ability to add more digital signage in additional locations.
Just having a low price on the hardware does not mean the system will have a low lifecycle cost. The system may become overburdened, require an increasing number of service calls, or have to be replaced to handle the increased signage capacity.
Digital Signage and Printed Signage Serve Different Needs
Digital signage and printed signage are designed to handle different signage requirements. Digital signage can manage content that needs to be electronically scheduled, managed, or changed, whereas printed signage works for stationary communication, branding, and some promotional needs.
Jacky’s Business Solutions is committed to helping clients meet their business requirements for visual communication. Companies require a decision regarding whether the visual communication need will be met with digital signage, printed signage or a combination of both.
What Should Businesses Consider Before Making an Investment?
- What content will you need to display?
- Who will be your audience?
- Where will you place your display?
- What is the environment that your display will be in? Is it an indoor or outdoor environment?
- How often will your content need to be changed?
- Who will manage your content?
- Do you require a CMS for centralised content management?
- Will you manage multiple screens or multiple locations?
- What kind of integration will you need?
- Who will manage installation and ongoing technical support?
- Are you able to grow your signage network in the future?
These questions will help define the overall requirements for displays, CMS platforms and other system components.
Why Jacky’s Business Solutions for Digital Signage Solutions in the UAE?
Jacky’s Business Solutions looks at digital signage as a complete visual communication system.
This starts with understanding the business requirement, selecting suitable commercial displays or LED/video wall technology, planning for the content management system, system integration, installation and ongoing support.
For businesses that also need printed signage, POS/POP, exhibition graphics, or other visual communication requirements, these can be considered separately as part of the wider requirement.
A well-designed digital solution for any business in the UAE should also consider the audience, location and the type of content they are likely to be using in the future.
Speak to Jacky’s Business Solutions about a consultation for your digital signage requirements, from commercial displays and CMS planning to installation, integration and ongoing support.
