Connectedsign Digital Signage White Paper

Understanding The Purpose Of Your Digital Signage Content
Connectedsign, LLC

Even though the digital signage industry is maturing, the technology remains seductive. The media players and servers, along with the content management and playback software, are what attracts the attention of most network owners. Beyond the hardware and software, a lot of attention is also given to screen size, angle, and placement, and the resulting dwell time of the venue's visitors. Unfortunately, the content is all but forgotten.

The effectiveness of your DOOH platform is dependent on what streams across your screens. Whether the goal for your network is to entertain passersby, prompt them to purchase a specific product, or help them navigate unfamiliar territory, your signage content is paramount. Below, we'll explore what this means for your network.

What Constitutes Digital Signage "Content?"
For the last several years, advertising has comprised much of the content distributed across digital signage networks. This is understandable. The venue owner was able to generate immediate revenue by displaying promotions for advertisers; the advertisers were able to experiment with a new, less-costly platform; and network owners who brought the two parties together stood to make a profit from the union.

The landscape has changed, and two things are now clear. First, a loop of continuous advertising will cause a venue's visitors to develop a blind spot for the screens. Essentially, they'll ignore them, similar to the manner in which people ignore commercials while watching television. Second, ad spots can be very effective, but they need to be mixed into loops that include plenty of content that offers viewers something interesting and engaging.

This might be as simple as streaming weather forecasts, stock market updates, and a scrolling ticker displaying news headlines. It may also involve scripted 10-minute segments that instruct your audience regarding how to do something that interests them. Every venue and audience is different. Your signage loops should follow your goals.

Customizing Your DOOH Loops To Accommodate Your Goals
Suppose your digital signage network is installed within an investment brokerage. The screens are within sight of both brokers and clients. What type of content might be appropriate for such an environment? Besides stock prices, you can stream a business news feed that gives viewers real-time information about the companies and sectors in which they're invested. You can blend promotions for the brokerage's products within the feed.

Suppose your DOOH platform is deployed in a hotel that hosts trade shows and seminars. Besides facility mapping and room scheduling, you can stream local news feeds and weather forecasts for the city. Then, blend ads for the hotel, including promotions for restaurants and other businesses located on the property.

The point is to consider the goals you have established for your DOOH network, and then create content loops that accommodate them. Doing so will help you decide whether a sporting events feed is more or less appropriate for your venue's audience than news feeds, instructional segments, or user-generated content.

Content Development: Begin With The End In Mind
Many network operators continue to dive into digital signage without having a plan in place for producing content. As mentioned earlier, they're focused on the technology. They know how to install and run the hardware and software; they have identified where they would like to place their screens; and they are familiar with how everything is connected. But many of them lack a well-defined content strategy that can spearhead their networks.

Because your digital signage loops will arguably drive the platform, it is critical that you spend the necessary time upfront planning them. What ratio of ad spots to engaging, interesting segments will you develop? How will you source your feeds and other content? Will you create promotions in-house, or hire outside talent? These and other questions should be addressed prior to your network's installation. Otherwise, you risk having a capable signage platform at your disposal that is unable to meet your goals.

By Loren Bucklin
President

Connectedsign, LLC
lbucklin@connectedsign.com
www.connectedsign.com
866-833-2723

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