Digital signage in general has been in a meteoric growing way. Started as regular signs to multiply bits lightboard screens, then to the TV monitors playing taped infinity loop info and, in the last 10 years, to thin screens with some other additives as Facial recognition, smart touch screens, even software measuring the total impact of the customers bringing a big measured details to create magnifique marketing campaign, in special with big impact in the countries.
Today’s signage boasts ultra-high-definition video and interactive with the customers, data-driven programming and playlist capabilities and can be used anywhere from retail stores to malls to bus stops.
DS is only the big windows for contents, but before, we should talk about the reasons for using the devices in the first place. If your team leader says, “I think each store needs way to performance a better service with screens,” ask, “What is the point of having a screen in that store?” Is it to welcome new customers, display current offers or provide an immersive experience in a specific store?
Once you’ve determined the objectives and placement for each device, you’ll want to make each one as effective as possible in meeting those objectives. That’s the key point where a content strategy for your digital signage comes in.
“Step by step” said the mechanics, every piece of content should have a clearly defined metrics.
Digital signage is a unique platform, and to be effective, its content requires an extra vision with an equally unique strategy. It’s important to remember that what works on other advertising platforms probably won’t be as effective also in your local environment, it`s clear that it should be more than a rotating set of images or playing commercials shoppers can otherwise see on online or even regular TV.
Once define the “CTA”, you’ll need to develop a content strategy for your digital signage. The will vary greatly depending on what you are trying to achieve. All regarding a unique goal and it will be the manifestation of your strategy.
For example, let’s say your signage content is to welcome new customers and introduce the brand. The message and imagery could evoke the company’s history and brand essence, and with it, make a special connection between the brand and customers, your CTA could ask viewers to follow in social media or a rewards program with it, also we cannot forget about last minute offers– either of which can be easily measured.
Strategy playlist that matches your objectives.
Is there a strategy to building the perfect content playlist? Should be. The strategy you use, though, is 100 percent dependent on your target goals and your customers.
In the stores, shoppers are usually in a hurry, so the content playlist can be much shorter and display some extra info to a least entertain the customers, also smalls tips about food preparations. And depending on the sign’s position and objective.
Are you trying to entertain? Inform? Promote? Cross-sell? The relative mix of each type of content in the playlist should correspond to those objectives.
For example, if your two key goals are for shoppers to understand your brand story and to increase sales, the first clip in the playlist could feature your brand’s history, followed by a buy-one-get-one-free offer or even surprise offers.
If you repurpose other content, do it strategically. Despite digital signage being unique, you’ll still see static images, or even inadequate clip format and traditional video content displayed on these devices. Unfortunately, businesses that do this often make this content even less effective than it might otherwise be.
For example, using a digital screen to display a TV spot that contains narration or talking heads with the sound turned off is not thoughtful repurposing. Not only because the communication is according with 3 segments (audio, visual, creativity), is only because they waste one important factor and it will be the most significant issue. Or content created for a specific resolution that doesn’t properly scale on the digital screen, resulting in explosion in pixels that make the people thinks that’s not even snuggly for the eyes of the viewers.
If you do repurpose traditional content for digital signage, be strategic about it. Make the adjustments necessary to make your customer’s viewing comfortable.
Today’s digital signage can be so much more effective than the old regular signs & multiply bits lightboard screens many companies resort to in the past. Realizing their true potential requires understanding that these devices are more than just video monitors. If you plan your business goals for digital signage and define a content strategy to meet them, you can make effective content for your screens.
Nsign.tv is just a powerful, intuitive and scalable smart Digital Signage platform and with all the years of experiences, we are not going to tell what is the best suitable strategy or will advise you about repurpose your old piece of papers, but we are going to help you a least to achieve your company strategy digital signage goals.