Following on our last post about choosing the right digital singnage system, here are some considerations that marketers should take into account as they evaluate the content management systems offered by different solutions providers:

• Content creation – Uploading already-produced messaging to your digital signage network is certainly one way to keep content fresh. But it can also be expensive. The real efficiencies lie in using spot templates — design frameworks that allow non-programmers to create multiple versions of the same spot by modifying text, fonts, images and video, animations, etc. More robust templates will even allow the inclusion of variable data (for product info, rates, pricing, disclosures, etc.), so that the same spot will self-generate an endless number of localized versions of itself. Marketers who use templates will not only cut costs (by reducing the need for internal or agency resources) but can easily cut the time necessary to create a spot from days to minutes.
• Content editing – Rather than editing spots offline and reintroducing them to the digital signage platform, marketers can save a lot of time by modifying content within the system. Being able to change colors, text, images and video within the platform allows marketers to easily leverage existing spots and create versions of spots for different audiences, regions and branches.
• Brand management – Marketers are responsible for ensuring consistency of branding across all their digital signage content. They may also want to control variables, such as product information, rates and disclosure statements. This is more easily done with content management software that employs templates and allow for customization of business rules.
• Approval workflow – In any regulated industry, content must be approved by business owners and the legal department before it can be shown. Managing approvals and change requests outside the content management platform is labor-intensive and increases the risk of non-compliance. The ideal content management platform should make it easy for marketers to stay compliant by automating the process of soliciting approvals, managing changes and documenting proof of play.
• Assembly of playlists – Creating a single playlist to play in all locations is easy. The challenge lies in creating and managing multiple playlists that are distributed across different regions, sites, zones and screens. Marketers should insist on content management software that simplifies and even automates this task, ideally allowing for dynamic assembly of playlists based on business rules and attributes.
• Targeting and scheduling – Marketers instinctively understand the importance of targeting content to the appropriate audiences. A marketing-friendly content management system makes it possible to target unique audiences and then schedule content (single spots or playlists) to play in the appropriate locations and times.
• Exception management – Flexibility is critical in managing a digital signage network. As situations occur (emergencies, market changes, promotional opportunities, local events, etc.) marketers need to be able to respond quickly by creating and scheduling unique spots, playloops and schedules.

Photo credit: Tim Dorr