Why Enterprise Digital Signage is like Network TV

TV networks are set up to distribute content to the maximum amount of people in the most efficient way possible. Content – TV shows along with ads to pay for them – are broadcast from one central point and are consumed by millions.

Managers at multi-location companies looking for workplace digital signage (DS) are looking for just that; a way to get a message from one point to many as quickly and cheaply as possible. Getting messages distributed across a large enterprise requires DS that’s specifically designed to do so. Here are some things to look for if you’re in such a search:

• Make sure the DS is designed for the workplace. Most systems out there are for airports, stadiums, restaurants and retail locations. They may be OK for one or two workplace locations, but enterprise-wide applications require specific feature sets.

• The software should be able to send messages to groups of locations, e.g., all the European locations, or all the lobbies at each location.

• Make sure the software has branding capabilities so content you create will follow your brand standards.

• Be sure that issue-related content is included. It’s a waste of time to have someone create content on common industry issues like safety or customer care when it’s already available.

• Look for included content that is flexible and matches the various locations’ needs. You may have warehouses, manufacturing plants and offices… each requiring different types of content.

• Be sure that the DS software can handle the types of in-house content that you’re already producing. You don’t want to be put in the position of repurposing your content to fit into someone else’s software.

• Scheduling and time zone support are important features, particularly if you want certain content to appear at a set time everywhere, say 8 am local time worldwide.

There are many, many other considerations like this for large, enterprise rollouts. Which is why it’s important that your vendor specializes in workplace communications and has many installations they can use as references.

Frank Kenna III
May 24, 2016

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