“What differentiates an exemplary digital signage installation from environmental noise?”
The correct content at the right time is what will make your digital signage installation exemplary instead of an addition to environmental noise. No matter what the budget is, technology will only take your installation so far. The one thing you can control is the content and when it plays on your digital signage installation. It needs to be purposely created for your installation if your aspect ratio is not standard. If you try to crop content created at a 16:9 ratio to something like 32:9, you will lose half of the vertical image. This can cause unwanted imagery and content being “off screen.” Once you have content designed specifically for your non-standard aspect ratio, you need to make sure the correct audience is seeing the content. You have to understand the traffic patterns and demographics of the possible impressions at a given time – as examples – to make sure you are not showing drink specials to a younger crowd and the family experiences to the late night crowd.