Interactive digital signage: Finding the key location

We've discussed the benefits of digital signage, the difference between interactive and display digital signage, and how to create and manage successful digital signage content. But even interactive touch screens with engaging content can fail to deliver the intended message if content doesn't reach consumers in an effective way. Proper screen placement is often overlooked by businesses and organizations during digital signage deployment, but a good placement strategy is necessary to achieve success. To help combat this digital signage epidemic, we've put together a comprehensive summary of "do's" and "don'ts" for digital signage locations.

First, find a location where consumers have a natural waiting time (e.g. checkout lines, subway platforms, ticket booths, etc.) or where there is heavy traffic (e.g. elevators, escalators, entryways, etc.). Any area where consumers have to wait for a period of time is a good location for digital signage. Let's say you're a doctor; you could place signage in the waiting area at the office and rotate between information about wellness and information about the doctors at your practice. You would want to make sure it could be easily read from the entire waiting area. If you need to inform employees about HR news or company information, place the digital sign in the lunchroom or other employee gathering area.

In a retail setting, install screens promoting a certain product near that product. When trying to reach people as they come in the door, place the signs about 10-15 feet from the entrance and to the right, inside the front door. People have a tendency to ignore the front door as they are focused on their destination. Store and restaurant windows can be a great location for digital signage as they can be used during store hours to draw customers in and after the business is closed to capture additional attention.

Next, consider lighting to make sure consumers can read the screen with the light available. Avoid locations where there is too much ambient light (if this is the best location, be sure to opt for a high-bright screen) as sunlight can wash out the image on the screen, making the content difficult to see.

A common screen placement mistake businesses and organizations continue to make is hanging the screen too high or too low. Customers walking through a store are focused on the goods in front of them. They may not look up or down, missing the signage entirely. We recommend placing the signage at eye level, making the content easy to consume for those waiting for a period of time or simply passing by.

Knowing the goals of the digital signage, whether it's increasing foot traffic or promoting a sale on specific products, will help with the placement of screens. Once the goals are determined, the strategy can be developed, content can be created, placement of the digital signage decided and traffic tests completed.