Companies all over the world are taking a close look at how Digital Signage can help make their businesses more competitive. As they look below the covers of this type of initiative, the one common question that they all come to is "Where do I get the content for the signs?" Of all of the aspects that impact the success of a Digital Signage initiative, this one is at the top of my list. Gigantic flat screens are great, but if the presentation you put on them isn't engaging and useful, you will leave your customers empty inside. They will stand in front of your giant lifeless display wondering... "Where's the beef?"
The benefit of Digital Signage is a dynamic, media rich environment that can engage and captivate your audience in a way that no other medium offers. So how do you go from static, boring, flat content to a presentation that can elevate your brand and get your message across?
The answer can be found in two fundamental concepts that will help you turn boring into soaring:
The first thing to recognize is that Digital Signage offers the ability to show ever-changing and relevant content. Leveraging real-time content from both external and internal sources. External sources such as weather, news, and sports scores provide a view into interesting information that capture consumers' attention. Internal sources such as current events, promotions, and available inventory, help direct consumers in their consumption of your products and services. A smart combination of these types of data will help you maximize the value of Digital Signage for both you and your customers.
The second concepts deals primarily with the presentation of your Digital Signage content. Every piece of content presented on your Digital Signage system should enhance the experience your consumers have with your brand. This requires that the imagery, typography, design composition and overall presentation are well crafted and high-quality. Remember that consumers have become trained by television and movies to expect a presentation with high production value. Your Digital Signage will be judged against the other media consumers interact with and should provide a memorable experience.
By combining thoughtful and timely content with a presentation Spielberg would be proud of, you can be sure that your Digital Signage will create maximum value. In future posts I will talk in greater detail about both content and design and how they impact the value of Digital Signage.
