What’s Your Digital Signage Content?


Content is king, measurement is queen and relevance is emperor…each resounding that digital signage value and return on investment are directly linked to the suitability of messages displayed.

“Suitability” is the operative element – denoting that the timing and location at which the message is presented on the digital display in conjunction with the composition of the information and call to action could reasonably achieve the intended outcomes.

“Content” – the media and messaging presented on digital signage are charged ultimately with generating more revenue, brand awareness (i.e., propensity to buy) and emotional attachment or alignment with a brand or a location.

Digital signage success is in many ways more concerned about content than it is about technologies. The technologies are a one-time capital investment and certainly must be done with “content” positioned at front and center. But content is an ongoing, recurring investment with sustained focus as intended outcomes and the viewing context changes.

Benefits can be described in terms of Return on Investment (ROI), which are tangible measures of value such as increased sales or number of enquiries or cost savings due to messaging efficiencies. They may also be described as a Return on Objectives (ROO), which are less tangible measures. These include patrons’ perception of the environment or their visit experience. Less tangible ROO measures can be as important to end users as ROI measures.

Content-related needs include planning the play loop and the zone layout of media presentation on the display, creating the style guide, templates and core media and brand assets such as logos, tag lines and graphics that will be re-used. It also includes providing input to analytics and helping to interpret impact and survey results to continuously improve the overall content strategy and composition of spots. And, it relates to the creation or development of individual “content” spots.

Content planning is a first key step. The overall length of the play loop is based on the typical dwell time of viewers who would see the display and the total number of times that they will likely see the content spot over its duration of presentation.

Digital signage content is most effective when clear, short messages are presented with graphics, easily read text and motion. The best spots present basic information and a “call to action” in a direct, succinct manner.

A “story” is best told in a 10-15 second spot, with 3-second messages being combined to form a complete spot. For example, a 10-second game promotion spot would include text about who is playing, the game date and time and then the direction to “get your tickets today.” Graphics of a team logo, player or uniform would be included.

The key to digital signage success is creating suitable content, whether it is a corporate, brand, ad-based or hybrid network that is patron, shopper, visitor, traveler, staff or student facing. Communications results are achieved when viewers take in and act on messages presented.

To learn more about digital signage for your organization, contact MCC today.



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