As a result of Digital Recall’s free digital signage software, there is a strong requirement for easy, inexpensive, effective digital signage content.
There have been many articles written regarding what digital signage content is ideal; how, when and where it should be displayed.
Quite simply, it has become a “science project”. And for many businesses it should not be.
Here is a list of some of the principles highlighted in the “writings”.
Digital signage content must be “interesting”
Screens must be well-located to be noticed
Retail 101 / logic tell us that screens located in the stratosphere probably would not be noticed or effective. Yet amazingly there are major retailers, who have done just that and then wondered why it has not been effective.
Digital signage content should be relevant to your business:
- How is it relevant to “your business” (for example a supermarket), to display full screen News channels?
- And if you are selling news, are you matching customer-exposure time to content-displayed? Your customers will be run over in the aisles (and your public liability premiums will increase).
Digital signage content must be kept “fresh”:
- Who would have thought? Surely people want to see the same stuff every time they visit?
Problem for many businesses:
- Traditionally it has been too expensive and time-consuming to create effective digital signage content.
- And then to keep it constantly “fresh” – Who will sell the house; do an IPO; visit the bank.
- Not any more. It is now cheaper to have effective custom-created digital signage content made than to go out for an (inexpensive) meal. And you can use it with the digital signage software from Digital Recall.
The common sense rule- list:
- Assumes a fairly fast-moving “consumer” environment
Location of screens:
Pretend you are a customer:
Walk towards and around the premises. The ideal location/s for the screen/s will be apparent. Take into account things like:
- Sight lines
- Duration of exposure of the proposed screen-location to the customer
- Provide the opportunity to act on content (e.g. do not have the screens at the checkout, unless the goods are also there).
- Good height = head height
Movement attracts attention:
- Ads that meekly slide on/off screen are a no-no. You need “action”.
Relevant “crisp” graphics:
- The picture must “tell the story”.
- Do not use blurry photos. It is easy to use a digital camera and tripod.
- If you do not know how, ask your kids. Provided they are younger than 20 they have been born with the knowledge.
Easy to read and less is good:
- Large font, contrasting colours and lots of empty space
One clear “message”:
Decide what single message you want to give. Relax. Our adverts are so inexpensive you can have different digital signage content made for each message.
Short and sweet – a few seconds:
Adverts should be between 5 – 20 seconds in duration. Once again, pretend you are the customer. You will see soon enough how much time you’ve got to watch an advert. Customer must be able to view the whole advert in a few seconds. He does not want to stop and have coffee in the aisle while he gets shoved by everyone trying to pass.
Relevant to your business:
Advertise something that benefits your business:
Customers have limited time in front of the screens. That time is precious. Use it to benefit the business. Showing the News probably does not. Whether it is a special offer; today’s special; special service; Coming soon: Your brand; Staff of the month; Franchise opportunity; Training etc.
Keeping it fresh:
Know approximately how long the average customer will be exposed to the screens:
In a fast-consumer environment it may be anything from a few seconds (e.g. screens placed to attract passers by to a fast-food outlet in a food court), to a couple of minutes (e.g. standing in line at a convenience store check out).
Display the quantity of adverts that are suitable for the exposure-time:
For scenario 1: 1 or 2 adverts of 5-10 seconds each. For scenario 2: a “loop” of adverts of varying duration with a Loop-time” of about a minute.
Update the adverts on a regular basis – how often?
If your typical customer comes to you a few times a week, you may want to add something different once a week. That keeps him “checking out the offering”. Obviously, the less-frequent the visitation, the less pressure there is to update content for the purposes of keeping interest, although you will still probably want to update to promote specific products etc.