The most critical success factor for any digital signage campaign is the content. To be effective, content must capture and hold the attention of the viewer. If the content is inappropriate, unprofessional or dull, the message will simply be ineffective. In fact, poor or "played-out" content is the single most common reason for ineffective digital advertising.
Digital signage begins with content creation. Content can be as simple as looping graphics created by a presentation software, or as complex as a professionally-produced video combined with a live news feed. Content can include full motion video, high definition video, live video, animations, photo-realistic graphics, static or scrolling text, and live text feeds; arranged in any size and in any position on the screen with or without sound.
Once signage content is authored, it can be scheduled for "broadcast" to media players; these players, in turn, can be connected to a local network or the Internet. Software creates scheduling and distribution for media content. Schedules are created to allow for digital players to have flexibility when content is played. Content can be created to run on specific players at different times of the day or days of the week. Schedules can also stop content from being played during off hours. Digital players keep diagnostic and "proof-of-play" logs to help measure effectiveness and to report the health of the system back to the distribution point.
Content is created at a central location. It’s important to keep content fresh; this can be accomplished by periodically updating content through the content provider or creating a variety of content modules that adhere to an hourly or daily schedule.
Content can consist of full motion video, high definition video, live video, animations, photo-realistic graphics, static or scrolling text, and live text feeds; arranged in any size and in any position on the screen.
Content can be distributed to digital players through a customized schedule, for example hourly or daily via the digital players FTP capabilities or uploaded immediately by the content creator.
Digital players can be monitored to ensure they are up and running and playing content properly.