ASK THE BOARD: Rising Above Environmental Noise

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What differentiates an exemplary digital signage installation from environmental noise?
This week’s question is answered by members of the DSE Advisory Board
END USER COUNCIL

Read the Answer by Joel Allard

“The answer is thoughtful placement of the screen(s), keeping in mind a balance between locating them in a place people are going to look without being ‘in their face’ or being in the way.”
JOEL ALLARD
Senior Business Partner, In-Store Digital – Target
 

Read the Answer by Doug Anderson

“The difference between noteworthy digital media and noteworthy paper media is not all that different. It’s about content, content, content.”
DOUG ANDERSON
Senior Director – Information Technology
LA Metro Transit
 

Read the Answer by Algernon Callier

“The thing that most differentiates an exemplary digital signage installation is the strength of the creative execution. That includes the message, the delivery, the resonance…”
ALGERNON CALLIER
VP | Strategic Innovation & Emerging Technology
Universal Parks & Resorts
 

Read the Answer by Megan Cardaman

“An exemplary digital signage installation is differentiated from environmental noise by two things…”
MEGAN CARDAMAN
Marketing Content Specialist
Nationwide Children’s Hospital
 

Read the Answer by Penny Carter

“Many digital signage installations can be considered merely environmental noise. What this means is that the signage is just background noise and no one is really listening.”
PENNY CARTER
Digital Signage Lead – Lockheed Martin
 

Read the Answer by Lawrence Chang

“Environmental noise assails us from all directions every day. It doesn’t matter where you live. There are always advertisements, etc.”
LAWRENCE CHANG
Director, IT – Calgary TELUS Convention Centre
 

Read the Answer by Frank Coccaro

“Digital signage is particularly valued when it provides specific information of use to a guest in a hotel or consumer at a mall.”
FRANK COCCARO
Executive Director of Multimedia
MGM Resorts International
 

Read the Answer by Angel Cordero

“Sometimes, people walk by signs as if they weren’t even there. Sadly, companies spend thousands of dollars building and maintaining signage systems that may not even motivate viewers to turn their head.”
ANGEL CORDERO
Signage & Kiosk Solutions – Walt Disney Parks & Resorts
 

Read the Answer by Dominic DeSieno

“I think, in order for a digital signage installation to separate itself from environmental noise, it must be relevant to the viewer and invoke some kind of emotional response or feeling. “
DOMINIC DeSIENO
Digital Signage Technical Lead, Corporate Video Services Team
Wells Fargo
 

Read the Answer by Len Dudis

“Strategy and purpose are the foundations for exemplary messaging. I believe the best examples of effective digital signage exhibit a well-thought-out strategy…”
LEN DUDIS
CIO – Grupo Vidanta
 

Read the Answer by Michael Dwyer

“The challenge is how to stand out amongst everything else that needs or wants to stand out. I think the best approach is simple and clean.”
MICHAEL DWYER
Senior Marketing Manager, Digital – Subway
 

Read the Answer by Joshua Eftekhari-Asl

“It’s very important to understand the objective(s) of the signage. If there isn’t a clear understanding of the objective and who the target is, then signage placement will be done…”
JOSHUA EFTEKHARI-ASL
Manager of Technology Delivery – Taco Bell
 

Read the Answer by Paul Fleuranges

“I think an exemplary digital signage installation is one that is designed to fit the environment in which it will function. In order to make that a priority, the business use case and location…”
PAUL FLEURANGES
Director of Corporate Initiatives – Metropolitan Transportation Authority
 

Read the Answer by Cheryl Flohr

“Powerful digital signage is a combination of several factors. The first and foremost is the message. The sign has to deliver content that is needed and useful.”
CHERYL FLOHR
Director of Communications – Parker Aerospace
 

Read the Answer by Lena Forrest

“Making sure your digital signage stands out against the rest of the environment and the noise that comes with it isn’t as easy as saying, “Make it stand out.”
LENA FORREST
Vice President, Senior Manager of Marketing – TD Bank
 

Read the Answer by Jordan Fraser

“In my experience, and from the retail perspective, exemplary digital signage installations add tremendous value to the guest’s visit. The value to the guest may manifest itself in a variety…”
JORDAN FRASER
Director of Business Development – GameStop
 

Read the Answer by Joshua Goodwin

“I’ve always been a proponent of form following function, and I believe that should apply to digital signage placement.”
JOSHUA GOODWIN
Digital Media Specialist – Eileen Fisher, Inc.
 

Read the Answer by Ignaz Gorischek

“In my opinion, most digital installations have become very run-of-the-mill. By that, I mean it’s the same old same old in design, presentation and certainly content.”
IGNAZ GORISCHEK
Vice President, Retail – CallisonRTKL
 

Read the Answer by Gary Harris

“To avoid having your digital signage appear as more “white noise,” it is important that it is installed in such a way as to look like it “belongs” in the space.”
GARY HARRIS
Digital Video Engineer – Notre Dame
 

Read the Answer by Jerry Harris

“When digital signage grabs your attention because it’s loud, obtrusive, or an eyesore…then that’s the pure definition of environmental noise.”
JERRY HARRIS
Senior Director, Creative Services – Georgia Aquarium
 

Read the Answer by Joseph McQueen

“An exemplary digital signage installation is unique and compelling. Walking around Times Square, you get a lot of environmental noise between all of the LEDs.”
JOSEPH McQUEEN
Senior Manager of Network Services
American Eagle Outfitters
 

Read the Answer by Angie Nalepka

“The answer to this question is found in the question itself. The word “installation” as a verb means the act of putting something together.”
ANGIE NALEPKA
Senior Manager, Digital Experience & Creative
Rogers Communications
 

Read the Answer by Michael Oram

“It is important that the utilization experts understand the environment in which the digital messaging will be deployed and implement an audio design that doesn’t compete…”
MICHAEL ORAM
Airport Contract Specialist/MA II – McCarran International Airport
 

Read the Answer by Daniel Orme-Doutre

“Exemplary digital signage enhances the architecture, space and brand. It doesn’t look like an afterthought or addition. Similar to a good movie vs. a bad movie, special effects become part…”
DANIEL ORME-DOUTRE
Media Solution Architect – Microsoft
 

Read the Answer by Randy Poindexter

“An exemplary message on a digital sign will “stand out” vs. becoming lost in the environment, and this challenge is best executed with clever and creative content that is “bold…”
RANDY POINDEXTER
Senior Vice President of Marketing
Bojangles’ Restaurants, Inc.
 

Read the Answer by Jim Riley

“The keys to implementing a successful installation and combating environmental noise include developing a timeline, defining a purpose for the sign(s) and determining the footprint…”
JIM RILEY
Director of Marketing – Columbus Blue Jackets
 

Read the Answer by Wayne Rorex

“In my opinion, digital signage (like every other medium) needs to communicate the message to the viewer in an efficient and memorable way.”
WAYNE ROREX
Management Analyst – City of Los Angeles
 

Read the Answer by David Saleme

“Effective research and planning in advance of a digital signage placement can help an installation stand out in an environment full of noise. Location selection is critical, and requires a focus beyond the demographics of the target audience.”
DAVID SALEME
Senior Manager, Business Development
John Glenn Columbus International Airport
 

Read the Answer by Steve Chewie Stavar

“The correct content at the right time is what will make your digital signage installation exemplary instead of an addition to environmental noise.”
STEVE “CHEWIE” STAVAR
Digital Signage Specialist – West Virginia University
 

Read the Answer by Jessica Stevens

“If you are able to obtain a return on the investment you made for a digital signage install, that would definitely define it as an excellent investment.”
JESSICA STEVENS
Senior IT Deployment Manager – Best Buy
 

Read the Answer by Traci Quillen Stewart

“Content is key! Captivate your audience with fresh, relevant, and engaging content, and your digital signage will never be considered environmental noise.”
TRACI QUILLEN STEWART
Digital Signage Solutions
Eastman Chemical
 

Read the Answer by Rodney Ward

“In my experience, the big differentiator in digital signage deployments is the relevance of the content and the value it has to the audience.”
RODNEY WARD
Senior Director, Venue Technology
International Speedway Corporation
 

Read the Answer by Ryan West

“The differentiating factor is consumer messaging and the relevance to the consumer. There needs to be a connection to the consumer to deliver some useful information that links them…”
RYAN WEST
Director, Global Equipment Engineering
The Coca-Cola Company
 

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