This document discusses how digital signage can be used to engage audiences and increase productivity, customer ratings, and profitability while decreasing absenteeism and turnover. It notes that 70% of US workers feel disengaged and explains how digital signage can deliver targeted messages more frequently using different content types. The document outlines types of audience engagement including informing, including, compelling, motivating, and recognizing. It identifies keys to engagement such as using attractors to grab attention, targeted messaging, good design, and calls to action. Finally, it provides examples of design considerations for different viewing times and screen locations.

1. DIGITAL SIGNAGE SOLUTIONS
Motivating Your Audience to Act
with Creative Engagement

2. 70% of USA workers
don’t feel
ENGAGED

3. ENGAGEMENT THROUGH EFFECTIVE COMMUNICATIONS
Why Engagement Matters
21% Higher
productivity
10% Higher
customer
ratings
22% Higher
profitability
28% Less
shrinkage
41% Fewer
quality defects
48% Fewer
safety incidents
37% Lower
absenteeism
Up to 65%
lower turnover

4. Why Digital Signage
Deliver more
messages, more
frequently
Show a broad
mix of digital
content types
Improve safety
with alerts
Offer
interactivity to
engage users
Control where
and when
messages play
Reduce paper
and waste

5. Types of Audience Engagement
Inform – new policies, training, wayfinding and directions, weather and news
Include – welcome visitors, new hires, birthdays and anniversaries
Compel – benefits enrollment, social media participation, charity drives
Motivate – employee rewards, stocks and profit-sharing, internal contests
Recognize – company, team and individual achievements, safety benchmarks
Warn – severe weather, fire and HAZMAT emergencies, security threats

6. Keys to Engagement
1. Using attractors
2. Targeted messaging
3. Good, clear design
4. Call to action

7. Using Attractors to Grab Attention
Show something new
• Change layouts frequently
Common attractors
• Time and date
• Weather
• News
• Video/animation
• Social media feeds
Auto-updating content

8. Targeted Messaging to Reach People
Use campaigns instead of one-off messages
• A single design becomes boring
• Message saturation with different designs
Time campaigns appropriately
• Two weeks before an event
• Long-tail campaigns (use teasers, tell a story, compel interest)

9. Targeted Messaging to Reach People
Right places at the right time
• Audience type
• Location (geographical or individual screens)
• Plan around traffic flows
Reinforce DS messages on web,
social media, student portals

10. Good, Clean Design Communicates Clearly
Follow basic design rules for digital…
It’s not print!
• Good contrast and legibility
• Don’t overcrowd the message with text
• Don’t use too many images or fonts
• Understand colors and mixing
• Use focus techniques through placement of elements
• Preview your designs on a screen from 6-feet away

11. Good, Clean Design Communicates Clearly
Screen Design Considerations
• Horizontal or vertical
• Single display or video wall
• Interactive or static
Multiple layouts
• Change throughout the day
• Single zone, multi-zone, canned content,
custom content and auto-updating content
• Design layouts for the audience – the faster
they pass, the less on the screen

12. Good, Clean Design Communicates Clearly
Passing By
oViewing time = 1-30 seconds
oDisplay location: in a hallway, near an
entrance with no lobby, elevator bay,
people walking by and not stopping
o1-block layout with date/time stamp
and/or current conditions weather.
No video, no ticker, short graphic
messages only

13. Good, Clean Design Communicates Clearly
Waiting
oViewing time = 30-120 seconds
oDisplay location: short lines for
cashier or reception desk, people
stopping for brief periods of time
o2-block layout with date/time or
weather (maybe also ticker). No
long videos, short Flash video, short
graphic messages

14. Good, Clean Design Communicates Clearly
Lounging
oViewing time = 2-30 minutes
oDisplay location: reception with
seating, lounges, cafeteria,
breakroom, anywhere there is
seating
o3-block layout with everything. No
restriction on content types and
layout complexity, add live TV for
10+ minute waiting areas

15. Call Your Audience to Action
Include measureable ROI triggers
• QR Tags
• SMS Response
• Smartphone Snaps
• Interactive Surveys & Polls
• Social Media
• Coupons/Codes
• Designated URLs
• Bluetooth (Near Field) Triggers

16. Call Your Audience to Action
Interactivity as motivation
• Interactive wayfinding, directories, donor boards
• Standard content with hot-spots
Touchscreens
• Costs continue to drop
• Multi-touch vs. single touch

17. Copyright © 2015 Visix, Inc. All rights reserved.
Want to learn more about using
Digital Signage to engage your audience?
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