23-05-2008
Digital Signage: CONTENT
CONTENT THAT WORKS FOR THE AUDIENCE AND THE BUSINESS IS A VITAL ELEMENT OF THE SCREEN-MEDIA MIX.
Getting the right message onto a screen is critical to the success of any digital-signage project. Companies can use the fanciest technology and the most expensive highdefinition screens with perfect placement, but without the correct content, the investment of time and money will be lost.
Define the core objectives of your project. Do you want visual content to sell, promote, inform, entertain or communicate something specific? It is essential that firms understand what they are trying to do before starting the project. Understand your branding and define your branding guidelines to your graphical team. Integrating a completely new visual concept is daunting enough without complicating things; make it work with your business environment and promotional materials.
Always remember your audience and their dwell times. A four-minute loop may not work if your screens are positioned in an area with short dwell times. Remembering the audience also means making the content relevant – for example, a regular request is to include the news.
But this may not be appropriate, as most news is bad news and may not be ideal in a business or retail environment. Think about the type of look you want: is the content to fill the entire screen? Do you want split fields with multiple images and promotions running at the same time?
Attached is our article which shares some top tips on content strategy.
