Article

Making digital signage visible

Innovations in mounting hardware make installation easier.

March 28, 2007

The writer is editor of SelfService.org.

As the delivery man unloads the flat, heavy boxes from his hand truck, it hits you that you are the proud owner of brand-new, 48-inch LCD and plasma screens, the embodiment of your digital signage network. The question now becomes how to get these 100-pound screens on the wall.

Digital flat screens add a whole new realm of capability for in-store signage, but they require more placement planning than traditional signage. When installing a digital signage network, first plan for placement and research mounting hardware, and know how to power it.

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Be prepared, scout it out

Scout your space to determine the best opportunities for placing signage. Dale Smith, director of business development for Peerless Industries, calls this "screen spotting." Smith warns that beautiful displays and all the high-powered content money can buy are wasted if the signs aren't placed where customers can see them.

"Screen spotting is easy when you are placing ‘X' marks on a planogram, but the true art is in the execution," Smith said. The signs need to be placed in high-traffic areas where the content is easily viewable by all who enter the store. In addition, they must be accessible for service, replacement and updates.

Digital signage in entranceways provides the best opportunity to educate customers on products immediately upon entering the store. Inside the store, digital signage is effective wherever customers remain stationary for a moment, such as near check-out lines or dressing rooms.

Mounting concerns

Digital screens must be placed where they can be seen by customers easily and immediately, although this can sometimes pose a challenge. Due to variations in ceiling heights and room arrangements, flat screens may not always fit in the ideal spot with conventional mounting hardware.

That's why, after scouting a screen's placement, the next step is to assess your space and determine whether standard products will work or if customized solutions are needed. Custom solutions are most common in retail stores, Smith said, because individual stores and network environments tend to dictate what kinds of mounts can be installed.

"Most custom solutions can be designed around existing standard solutions, and can incorporate many manufacturers' standard ceiling, wall, counter and floor attachment designs," Smith said. Common customization options include color, packaging, pre-assembly, unique certification and custom instructions.

Suppliers such as Chief Manufacturing and Peerless are developing a wider range of mounting hardware to serve unique retail environments. For example, Chief offers a multiple-option construction box that harbors input cables and power supplies for the screen in a recessed in-wall accessory, giving the screen a clean look on the wall. Other hardware innovations include mounts that pivot from portrait to landscape without removing the screen, and that require only the strength of a finger to move. Motorized mounts also have gained popularity.

Finally, determine your need for power and input systems. A professional electrician may have to install additional power outlets, depending on the number of screens being used and the placement of existing outlets.

Vending information

Maintaining a good working relationship with vendor members throughout the placement process is critically important, said Dale Smith, and will help deployers discover new products when starting out. Members of the supply chain are in constant contact with one another, developing new products that keep up with the others' technology. Retailers benefit from being a part of this information loop.

In any digital signage project, the involvement of everyone from manufacturer to customer is critical for success. Early testing and trial and error will lead to greater success, especially when planning larger-scale projects in the future.

"Build it, test it, try it, document it, videotape it and build it one more time. Then you can be confident that your roll out has a much better chance to succeed," Smith said.

Photos courtesy Peerless Industries