OUTPUT

The 'For Dummies' books have a reputation for no-nonsense, assumption-free introductions to any given subject, so I was intrigued to discover that one existed for the digital signage world – Digital Signs and Displays for Dummies – and disappointed to discover it was only 36 pages long. 

There are three principle questioning areas I'm normally asked by digital debutants. The first is around the cost of the systems compared to their static counterparts, and whether or not the expense of implementation balances properly with the situation for a given application. The second usually covers the perceived fragmentation of the digital signage eco-system and the repercussions on implementation: do I have to go to different suppliers for these bits and bobs? How do I choose between the many technology options on the market, and how do I install it all? Finally, there's normally concern about content development, and how it differs for existing assets, and how closely content creation is tied to ROI.

This book serves as a basic intro and is reminiscent of the kind of generalist feature one might read in a broader technology magazine or broadsheet supplement. It reminds the reader to consider suitability, scalability, good organisation and relevance when planning content, and points out the advances being made in areas like measurement and NFC. It also explores, generally, application ideas by location, such as hotels, retail, fast food, healthcare and supermarkets, and shows how the introduction of digital displays has increased sales or improved staff performance. All this is sound advice, of course, but is probably of cursory relevance to someone coming to this market anew.

Unfortunately, the guide continues in a similar vein. A section about costs fails to mention any actual costs, but does promote SaaS in an awkward paragraph, a theme which is repeated throughout. An explanation of NFC, a trend expected to take off in the coming year or two, refers to the technology without naming it. There are valid mentions of popular situations where digital signage might be employed, but the greatest flaw here is its lack of detail. I hoped the book would break down these situations much more thoroughly, using case studies to measure the impact on effectiveness and ROI for several different implementations. Without these, it fails to answer the real questions a digital newcomer is likely to have.

Knowing the book had been backed by Scala, I was hoping for examples that mentioned products or solutions by name – yet all the examples are non-specific and no manufacturer is mentioned in the book at all, which means that no specific product examples are given. In short, the reader might have a few general ideas what they're looking for once they reach the back cover, but wouldn't know where to start in terms of sourcing.

Another major omission is in the lack of diagrams. Digital signage software and hardware requires a number of components and there are still very few turnkey solutions out there, so it's up to a first-time implementer to work out how everything plugs together and what's needed – or not – for a given installation. Other 'For Dummies' titles include strong, clear visuals to guide their reader into the subject matter and demystify complex processes, but this book has only one – showing, unsurprisingly, a SaaS option. This was a big error on behalf of the author, and could have helped make this book an indispensible, concise first stop for industry outsiders.

What's confusing about all this is that Scala has experience in explaining to entry-level customers how to migrate to digital from traditional applications, such as wayfinding. Instead, it falls very short, providing only a generalist overview of some very basic terms without linking them to actual products – which is a shame, as it really could have been a valuable introduction to digital signage debutants.

Pros 

Few. It does explain the basics in layman's terms, giving reminders about the importance of scalability, suitability to purpose, organisation, good content, purpose, timing and relevance. Also, it's not as overtly pro-Scala as one might initially anticipate.

Cons

There are some curious and ill-explained references to SaaS that don't sit well in the overall structure, but the main failing of Digital Signs and Displays for Dummies is its lack of detail. Case studies and identification of actual products in use, even by way of example, would have made a lot of difference. Broadly, it is probably useful as a sales tool for Scala staff, but it won't do much for anybody else. 

Rating: 1/5