The Ultimate Guide-To: Strategic Positioning of Digital Signage Displays
by Donna Illeva on 12-Jan-2024
With digital signage capturing 400% more views than static displays, it's clear that this technology is not just about displaying content; it's a strategic tool that reshapes customer engagement and business growth.
This comprehensive guide will walk you through the intricacies of digital signage display placement, turning each customer interaction into a captivating brand experience. Let's dive into how strategic positioning can profoundly influence your audience and boost your sales.
Keep reading to discover:
Understanding the Different Placement Options
Before diving into the specifics of digital signage placement, it is important to familiarise yourself with the various options available. Here are some common areas where you can position your digital signs:
Interior Walls and Columns
One of the most common placements for digital signage is along interior walls and supporting columns. These displays are typically flush against a surface or positioned at an angle to face the audience. They are often placed in highly trafficked areas, such as store aisles, to ensure maximum visibility.
Aisle End Caps
Smaller digital screens, also known as digital shelf-edge displays, are often placed on aisle end caps. These displays feature targeted content related to nearby products, such as product demo videos and exclusive information. They can be triggered by movement and controlled by customer interaction, making them highly engaging.
Digital screens are not limited to wall-mounted displays. They can be placed anywhere in your store using freestanding kiosks. These kiosks should be strategically placed in highly trafficked areas, preferably after the decompression zone (the first few feet of the store), to capture the attention of customers who have adjusted to the new environment.
Customer Service Counters
Digital menus with informative content are often positioned behind the checkout or service counters to entertain waiting customers. The content displayed on these screens should be upbeat, engaging and designed to shorten perceived wait time.
Digital signs are highly effective in areas where customers experience downtime, such as waiting rooms and lobbies. These displays should feature content that matches the average wait time of the audience, providing a combination of entertainment and educational material.
Unique Store Spaces
Take advantage of unique areas in your store, such as spaces near changing rooms, elevators or escalators. These areas are often overlooked but can be highly effective in capturing customers' attention in otherwise empty, yet highly trafficked spaces.
Digital signs don't have to be limited to customer-facing areas. They can also be used to inform and engage employees in staff break rooms and work areas.
In these employee zones, ScreenCom's MeetingPoint transforms the management of meeting rooms. It streamlines the booking process and efficiently manages space utilisation. With clear, real-time displays, it ensures everyone is informed about the current and upcoming reservations of all meeting rooms.
Why Do Government Agencies Need Digital Signage?
Once you have a clear understanding of the different placement options, it's time to determine the best locations for your digital signs. Take the following factors into consideration :
Traffic Flow Analysis
Study the floor plan of your location and observe the movement of people throughout the area. Take note of high-traffic areas, such as hallways, corners, stairs and aisles. Identify areas where people tend to congregate or spend more time.
By placing your digital signs in these strategic locations, you can ensure maximum exposure to your target audience.
Audience and Purpose Alignment
Understand who your target audience is and why they visit your location. Are they there to shop, locate something, order food or be entertained?
Tailor your digital signage placement to address the needs and preferences of your specific audience. Consider whether your audience will need to interact with the displays and ensure that the content is relevant and engaging.
Enhancing the ease of managing digital signage content, the recent launch of the Widget Marketplace offers a significant advancement in the field. This platform makes it easier for businesses to customise their content for specific needs and audiences with its user-friendly interface and wide range of compatible widgets.
Determine the goals of your messaging. Are you communicating with staff, guests, customers, students or patients? Each audience may require a different approach and placement strategy. Make sure your digital signs are mounted in areas that align with the intended audience to maximise the impact of your message.
Consider the size of your digital displays. The size of your screens can influence the visibility and readability of your content.
Larger displays can occupy a larger portion of a person's attention zone, increasing the chances of capturing their attention. However, smaller displays can be placed in closer proximity to the viewer, ensuring that the content is easily readable.
Understanding the Viewer's Field of Vision
To determine the appropriate height and angle for your digital displays, it is important to understand the viewer's field of vision. Here are some key considerations:
Distance and Field of Attention
The distance between the viewer and the screen plays a significant role in determining the field of attention. On average, a person with 20/20 vision can accurately see and read text a few inches tall on displays from 6m to 7m away.
People walking to areas of interest typically cover this distance within 5 to 7 seconds. It is crucial to ensure that your digital signs are within the viewer's field of attention during this timeframe.
Vertical and Horizontal Field of View
A person's vertical field of view is generally 75 degrees below eye level and 60 degrees above eye level. Their horizontal field of view is generally 30 degrees from the centre line.
The field of attention, where the viewer's eyes are most likely to land, is typically only 20 to 25 degrees of their total field of view. Placing your digital signage within this field of attention increases the chances of capturing the viewer's attention.
Viewing Height and Angle
The height at which you mount your digital displays is crucial for ensuring optimal visibility. Ideally, most displays should be mounted at eye level. However, architectural obstacles or wall materials may require displays to be mounted above eye level.
In such cases, it is important to ensure that the displays are within 1.2m of the height of the shortest person likely to view the display. This ensures that the displays fall within the viewer's field of attention.
Screen Size and Resolution
The size and resolution of your digital displays also play a role in capturing the viewer's attention. Larger displays placed closer to the viewer can have a greater impact.
Adapted from: Edis
Higher resolution displays are particularly important when viewers are in close proximity to the screen. However, if the displays are mounted high up or far behind environmental structures, the resolution becomes less critical.
Best Practices for Effective Digital Signage Placement
Now that you understand the science behind digital signage placement, here are some effective strategies to implement:
- Choose high-traffic areas: Place your digital signs in areas with the highest foot traffic to ensure maximum exposure.
- Consider the viewer's attention span: Keep your content clips within the average time your audience will be in front of the screen. This allows them enough time to see your entire message.
- Ensure visibility and readability: Measure the average distance from the viewer to the screen and ensure that the text and images are large enough to be viewed from the farthest distance.
- Tailor content to the audience: Understand your target audience and their preferences. Create content that is relevant, engaging and tailored to their needs.
- Capture attention with vibrant visuals: Utilise captivating animations, vibrant colours, and high-quality graphics to catch the viewer's attention and make your message stand out
- Promote limited-time deals and exclusive promotions: Take advantage of digital signage's ability to deliver real-time updates and promote time-sensitive offers to drive impulse purchases.
- Utilise strategic locations: Place digital signage in areas where there are few distractions and competing elements. An empty wall or an area with at least 5 feet of empty space on all sides of the screen is ideal.
- Consider the size and placement of displays: Choose the appropriate display size based on the distance between the viewer and the screen. Mount displays at eye level whenever possible, but adjust the height and angle to ensure maximum visibility.
- Monitor performance and make adjustments: Regularly assess the effectiveness of your digital signage placement and make adjustments as needed. Pay attention to data and feedback to optimise your strategy.
By following these best practices and understanding the science behind effective digital signage placement, you can maximise the impact of your message and drive greater engagement and sales for your business.
To further enhance your strategy, keeping abreast of the latest industry trends is crucial. An insightful article on the upcoming digital signage trends for 2024 explores the evolving landscape of the industry. If you're looking to stay ahead of the curve and learn more about future trends and advancements in digital signage, be sure to check out this informative article.
Strategic placement of digital signage displays, both outdoor and indoor, is crucial in leveraging your digital signage strategy effectively. By positioning your displays in high-traffic areas, customising content for your audience, and considering the viewer's visual field, you capture attention, deliver impactful messages, and drive substantial results for your business.
Continuously monitor performance and adapt as necessary to maintain success in your digital signage initiatives. With thoughtful placement and engaging content, your digital signage can become an instrumental tool in captivating customers and propelling your business forward.
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