Choosing a CMS for your digital signage strategy

Whether you are a marketing director, purchasing director or manager of a network of points of sale, your digital signage project is built in stages. First, you think about your long-term strategy:

• What equipment is needed to attract new customers to your store?
• How can I generate additional income or dispose of part of the stock?
• How do you find a balance between investment and ROI?
• What software platform can monetize digital signage?

Once these questions have been raised, you set up your project. Several actors are involved: screen manufacturers, software suppliers, integrators, content creation agencies, etc.

A collaborative effort for a successful deployment

During the development of the project for the installation of advertising screens for shops, the retailer is the main player. You are a decision-maker and your integrator offers you a deployment strategy with different types of screens, installation and maintenance formulas and a Content Management System (CMS).

The choice of CMS is crucial to ensure the effectiveness of your long-term dynamic signage. Indeed, it must meet the objectives of the brand, but also the user needs.

Preliminary checks before choosing digital signage software

• Its operation and technology (on-premise, hybrid, SaaS, etc.)
• The good design of its interface
• The training required and the conviviality
• Its current and future functionalities
• The team that develops this solution and supports you

The specific characteristics of screens are naturally important (brightness, indoor and outdoor exposure, etc.). But keep in mind that they are just the tip of the iceberg.

How do I choose digital signage software?

Digital signage management software must meet several criteria for your strategy to achieve its goals:

Ease of use

The interface should be Intuitive and facile to be used by all the actors of the project. The software for managing the dynamic screen platform is a tool that is not generally used every day. Therefore, its use should be intuitive.
In this respect, a CMS that is suitable for both an expert and a beginner is recommended.

Overview of the screen network

Managing a network of dynamic screens requires a view in real time Of campaigns broadcast and the status of hardware. More than simply offering content management, the software must provide display data, provide information on the status of the network and thus become a management tool.

Dynamism

Special attention should be paid to the system of streaming of content. Simple programmed playlist or smart algorithms? The software should make it possible to create stories and adapt the scenarios to the target audiences (gender, age, weather, etc.).

Automation and contextual marketing

The SaaS platform should also be capable of distributing automatically specific content related to his display context. Some software context oriented can suggest configuring customizable distribution criteria: weather forecast, emotions, movements, gender or age of the audience, etc.

Monetization

The point of sale is the first support to be exploited. Monetization can be a brand goal: Become your own agency to sell communication space to private brands, suppliers or other advertisers. You should ensure that the software provides sufficient data and that proof of execution is available to ensure that partners comply with their release instructions.

Choosing the software to maximize ROI

Whatever your project, it is essential to ensure that your tool will allow you to maximize your return on investment (ROI).

Once equipped, you will commit between 3 and 5 years with your software publisher.
What can you expect from your digital signage CMS?

• Profitability in the short and long term
• Practical use that meets operational needs
• Deployment capacity: what will be the size of your network tomorrow?
• Adaptability to your communication strategy

And then, always staying one step forward, make sure you choose software that is flexible, adaptable, and regularly updated. Choosing a CMS also means choosing the team that builds it, develops it and helps you get started.

All these factors guarantee its compatibility with your future strategy and your future business tools.

Cenareo offers you an intuitive and scalable SaaS solution perfectly adapted to the needs of communication professionals. The software has numerous features that are regularly updated by our team of 15 engineers working only to improve and upgrade the solution.
Our experts remain at your disposal to answer all your questions concerning the specific characteristics of the Cenareo software and its operation.