What are the best practices for implementing digital signage in commercial real estate?

1 Choose the right hardware and software

The quality and functionality of your digital signage depends largely on the hardware and software you use. You need to consider factors such as screen size, resolution, brightness, durability, connectivity, and compatibility when selecting your devices. You also need to choose a software platform that allows you to create, manage, and update your content easily and remotely. Look for features such as cloud-based access, drag-and-drop interface, templates, analytics, and integration with other systems.

2 Define your goals and audience

Before you create and display your content, you need to define your goals and audience. What are you trying to achieve with your digital signage? Who are you trying to reach and influence? How do you want them to respond or act? These questions will help you tailor your content to your specific objectives and target market. For example, if you want to attract and retain tenants in your office building, you might use digital signage to showcase your amenities, events, and testimonials. If you want to increase sales and foot traffic in your retail center, you might use digital signage to promote your products, offers, and loyalty programs.

3 Design your content for impact and engagement

The content of your digital signage is the key to its success. You need to design your content for impact and engagement, using visual elements, text, and animations that catch and hold the attention of your viewers. You also need to follow some basic principles of design, such as contrast, alignment, hierarchy, balance, and consistency. Moreover, you need to update your content regularly to keep it fresh and relevant. You can use dynamic content that changes based on factors such as time, location, weather, and user interaction.

4 Optimize your location and layout

The location and layout of your digital signage can affect its visibility and effectiveness. You need to optimize your location and layout based on the type and purpose of your property, the traffic flow and behavior of your visitors, and the environmental conditions and regulations. You also need to consider the optimal viewing distance, angle, and height of your screens, as well as the number and arrangement of your screens. You can use tools such as heat maps, eye tracking, and surveys to test and improve your location and layout.

5 Measure and improve your performance

The final best practice for implementing digital signage in CRE is to measure and improve your performance. You need to track and analyze the metrics that matter to your goals, such as impressions, dwell time, conversions, feedback, and satisfaction. You also need to compare your results with your benchmarks and industry standards, and identify the strengths and weaknesses of your digital signage strategy. Based on your findings, you can make adjustments and improvements to your hardware, software, content, location, and layout.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?