Choosing a CMS for your digital signage strategy

Que vous soyez directeur marketing, directeur des achats ou responsable d’un réseau de points de vente, votre projet d'affichage dynamique se construit par étapes. Tout d'abord, vous réfléchissez à votre stratégie à long terme :

• What equipment do you need to attract new customers to your store?
• How do you generate additional income or liquidate part of your stock?
• How do you strike a balance between investment and ROI?
• Which software platform can monetize digital signage?

Once you've answered these questions, you can set up your project. A number of players are involved: screen manufacturers, software suppliers, integrators, content creation agencies, and so on.

A collaborative effort for successful deployment

When developing a project for the installation of advertising screens for stores, the retailer is the first player. You are the decision-maker, and your integrator proposes a deployment strategy with different types of screens, installation and maintenance packages, and a Content Management System (CMS).

The choice of CMS is crucial to the long-term effectiveness of your digital signage. It has to meet both brand objectives and user needs.

Preliminary checks before choosing digital signage software

• Operation and technology (on-premise, hybrid, SaaS, etc.)
• Good interface design
• Training and user-friendliness
• Current and future features
• L'équipe qui développe cette solution et vous accompagne

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

How to choose digital signage software

Digital signage management software must meet several criteria if your strategy is to achieve its objectives:

Ease of use

The interface must be intuitive and easy to use by all those involved in the project. Dynamic screen platform management software is a tool that is not generally used every day. It must therefore be intuitive to use.
In this respect, a CMS that is suitable for both experts and beginners is recommended.

Screen network overview

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

Dynamism

Particular attention must be paid to the content delivery system. Simple programmed playlists or intelligent algorithms? The software must be able to create stories and adapt scenarios to target audiences (gender, age, weather, etc.).

Automatisation et marketing contextuel

The SaaS platform must also be capable of automatically distributing specific content linked to its display context. Some context-sensitive software packages can configure customizable distribution criteria, such as weather forecasts, emotions, movements, audience gender or age, and so on.

Monetization

Le point de vente est le premier support à exploiter. La monétisation peut être un objectif de marque : Devenez votre propre agence pour vendre de l'espace de communication à des marques de distributeurs, fournisseurs ou autres annonceurs. Vous devez vous assurer que le logiciel fournit des données suffisantes et que des preuves d'exécution sont disponibles pour garantir que les partenaires respectent leurs instructions de diffusion.

Choosing the right software to maximize ROI

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

Once equipped, you'll be committed to your software publisher for between 3 and 5 years.
What can you expect from your digital signage CMS?

• Short- and long-term profitability
• Practical use that meets operational needs
• Deployment capacity: how big will your network be tomorrow?
• Adaptable to your communication strategy

And always keeping one step ahead, make sure you choose software that's 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 business tools. 

Cenareo vous offre une solution SaaS intuitive et évolutive parfaitement adaptée aux besoins des professionnels de la communication. Le logiciel dispose de nombreuses fonctionnalités régulièrement mises à jour par notre équipe de 15 ingénieurs travaillant uniquement à l'amélioration et à la mise à niveau de la solution. 
Nos experts restent à votre disposition pour répondre à toutes vos questions concernant les caractéristiques spécifiques du logiciel Cenareo et son fonctionnement.