When planning an outdoor digital signage project, there are a number of considerations that need to be addressed.

It is common for customers to overlook pertinent questions, because they simply do not know the answers. By ignoring some of the basic fundamentals of outdoor digital signs, necessary building blocks can be left behind. These blocks are often the vital elements that lead to a successful digital project.

Libby Johnson, in her article ‘What's new in digital signage and how has social media made an impact?,‘ discusses how digital signage has become something that every brand should consider, “digital signage has evolved into an interactive and personalized form of communication. It often proves to be the vital link for retailers to connect with their customers on a personal level. The technology has grown to become a vital element of a brand's strategy to position itself as forward-thinking innovators and, consequently, over the last decade we have witnessed digital signage transform from a "nice-to-have" feature to a "must-have."”

Follow these tips to educate customers into making the best decision.

1. Create a realistic budget

An outdoor digital signage project will always cost more to execute, than deploying indoor digital signage… period. To properly plan for an outdoor installation, never use budgets that were previously used for indoor projects. The electronics are simply not the same. Outdoor environmental conditions are particularly challenging, but can be overcome with the correct hardware. Unfortunately, these pertinent pieces cost a premium. The end result is a sharp, eye-catching installation that is sure to draw attention from your target audience… and maybe even your competition! Attention can quickly lead to sales.

2. Evaluate if the electronics can be used outdoors

Robust electronics with a high heat tolerance are an absolute must for outdoor digital signage projects. Consumer grade electronics - purchased at a big box store - may perform adequately indoors. However, these products will never survive or perform well outdoors. Commercial grade high bright LCDs - with 1500 nits or greater - are recommended for installations that will receive exposure to sunlight at any given time of the day. Solid state media players are advantageous for installing inside of an LCD enclosure. Electronics with a temperature rating of 104℉ are ideal for outdoor projects.

3. Outdoor Environment

Another important detail for deploying outdoor digital signage is understanding the environment. Ambient temperatures play a very significant role in the overall thermal management solution for the LCD enclosure. Heating and cooling requirements will be drastically different in Phoenix, AZ compared to Seattle, WA. In addition to high and low temperatures, the angle that the sun hits the digital signage is important to know – i.e. south, north, east or west facing. A site survey will be extremely helpful in determining more data on the installation location.

4. What is the tradeoff?

Once all of the information is gathered to make a well-informed decision, is it worth it? Customers may realize that deploying the right equipment outdoors will cost well above the original estimated budget. This may lead to choosing a solution with a lower price tag. Is the tradeoff a sure sign that the solution is not guaranteed to work well in sunlight? The “cheaper” result may mean that it is not readable during the day. The company’s message and all the hard work that went into the project will be rendered useless. The alternative may be to spend more money to complete the project correctly or abandon the idea altogether.

Avoid failure by educating customers from the very beginning of the project. Avoiding to ask these questions can lead to an unfavorable outcome and affect profits (in the case of menu boards or revenue generating advertising). The earlier that you instruct customers on what a successful outdoor signage project looks like, the better equipped your customer will be to set their goals and expectations. Finding the perfect solution is not something that will happen overnight. In the end, homework and research will always be worth the extra effort.

For more information, check out these blogs:

• Location is Everything When Deploying Outdoor Digital Signage
• 5 Advantages of Deploying Outdoor, All-Weather LCD Enclosures 
• 3 Important Questions to Ask Prior to Deploying Outdoor LCD Enclosures
• Through the Looking Glass of LCD Enclosures
  
  

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