Digital Signage Content:
Principles for Marketers
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
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
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.
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.
Make it emotional: Messages such as social causes and other emotive
corporate or humanitarian messages have high appeal and tend to be
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.
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-
Easy does it: Ensure a smooth transition between spots to avoid
shocking the viewer.
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