Digital Signage Content: Principles for Marketers Sandra Riano 416-606-9040 smriano@gmail.com January 2012

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A lot is changing in digital signing

  The current industry is in its infancy with most retailers having launched their program in the past five years

  New technology is emerging as tools to entertain customers while communicating a key product or sales message

  The new technologies provide the ability to:   Target the message to the age, gender or ethnicity of the customer   Provide personal messaging and brochures to their Smart Phone   Allow for a high degree of interactivity with the content

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Message Length and Frequency

  Length of the spots are typically 5 to 10 seconds for high traffic areas (window displays, entrance signs, etc.)

  For areas where the customer is browsing, the length can vary pending the type of shopping or the message content from 10 to 30 seconds.

  For areas where customers will be browsing more -- lounge areas, libraries, etc --, the length can extend to anywhere from 30 to 60 seconds since customers are stationary.

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Content Effectiveness

  A good content strategy provides high ROI. Some of the rules for content effectiveness are:   Make it about them: If promotional messaging, make it about what’s in

it for them, i.e., “Getting more bang for your buck”, “Putting your interests first”.

  Tell them what to do: Give viewers information that allows them to know what to do. For example, use call to actions such as “Ask one of our representatives”. Also, if you have in-store promotions, tell them where to get them, i.e., “at our checkout counter”.

  Entertain them: Promotional messaging needs to be supported by entertainment and information that is on the customer’s terms such as program broadcasting, news, weather, or the Q-Matic messaging, etc.

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Content Effectiveness

  Make it emotional: Messages such as social causes and other emotive corporate or humanitarian messages have high appeal and tend to be watched often.

  Humanize thee: Staff and manager’s photo with a welcome message tend to rank high on being noticed and liked.

  Know who they are: Whenever possible, content should be structured around day parts and demographics, for example the messaging during rush hours will differ in a retail mall and a bank due to their own inherent hourly demographics.

  Keep it Simple: One focused message per spot works best. Use single, spotlight words as attention-getters.

  Repeat, Repeat: Repeat the key messaging at the beginning and end of your spot to ensure retention.

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Content Effectiveness

  Make it Flow: Content flowing across multiple screens catches the viewers’ eye and focuses their attention. However, use this treatment judiciously and make sure it’s relevant to the message.

  Be careful with visual effects: Keep motion and visual effects focused to emphasize the messaging. Be aware of gimmicks.

  Less is more: Strive for little clutter and use sans-serif fonts for easy, at-a-glance reading.

  Easy does it: Ensure a smooth transition between spots to avoid “shocking” the viewer.

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Playlist Optimization

  The optimum playlist should rotate the message three times within the duration of the customer’s stay.

  The awareness and retention varies pending the content. Typically, certain spots create a stronger engagement, such as emotive or community message or a strong offer. Retention of spots that precede a high retention message tend to maintain some of the same visibility, although the message is not as engaging.

  Playlist needs to be supported by at least one high impact message to remain engaging.

  Opportunity to add a personal message within the playlist has a higher chance of engaging the customer for subsequent messages.

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