Influential Digital Signage Content includes 4 main components. This is the part 2 of our 4 part series that investigates the: audience, placement, balance and expectations.

Placement

Think for a moment about where your digital content is going to be displayed.  Is it outside or inside?  Near a major highway or in a more rural area?  Is it displayed where people are in line – is it a short or long line?

People expect for content to be appropriate to their location and duration of time to view.  If the display has a lot of text, but if the person is unable to finish reading it in time, they may miss important and relevant information.  Also, if people are in a line and have to view content that continually repeats in a loop, they may find the content to be aggravating and it could hinder their purchasing process.

Let’s be honest.  Our number one priority as a business is to “sell” and each person’s experience and view of our company and brand is vitally important.

1. Balance — We see too many brands that use digital signage to sell, sell, sell. That’s a worthy and fruitful objective, but too much promotional content can negatively impact customer engagement. If all you saw on TV were commercials, how long would it be before you’d tune out or change the channel? (Remember, think like a TV producer!)

   Incorporating informative local news and weather is a great way to draw attention to your content. Showing branded content that highlights your involvement in the community can also drive deeper interest and loyalty to your brand. Showcasing product promotions, limited-time offers or sales messaging can still be utilized, but to get the most success from your digital signage, it’s important to ensure that your branded content has a local feel that your customers can relate to. You’ll create a stronger customer experience and greater demand when you have a strong balance of content that keeps your audience engaged.

2. Going above and beyond the expected — Brands can elevate their digital signage network by turning it into an engaging consumer experience. Whether that is through the creation of physical touch points such as an interactive display, or a more abstract touch point such as an opportunity to showcase content, digital signage allows businesses to engage and interact with consumers on a personal level, thus providing unanticipated value. Brands should strive to stay ahead of technological trends to deliver the most relevant innovations to their consumers, helping their brand stand out from competitors by delivering the unexpected.

The allure of a new technology or product can easily overshadow the need for an agile strategy. In order to leverage digital signage effectively and thoughtfully, it needs to be utilized like any other marketing tool — with an objective-based content program designed to help brands meet their goals. By lending a little time and attention upfront to the development of a smart digital signage content strategy, brands can create a solid foundation for delivering strong messaging that creates greater demand, while achieving an even broader range of objectives.