Are you choosing Digital Signage to promote your business? High-tech solutions look incredibly impressive, modern and effective! But buying a monitor or installing a video wall in your venue is not enough. You need to develop advertising content — the information that will be broadcast on the installed monitors and the message you want to convey to your customer. As you may have guessed, there are many subtleties and specifics to this matter. That’s what we’ll discuss in this article.
Content development for Digital Signage: what matters most?
So, the primary function of Digital Signage is to attract a visitor’s attention and prompt them to make a purchase or take some other action. The nature of the content depends on the objectives it is meant to achieve. Therefore, you need to decide what your content will be.
Content can be: static or dynamic.
- Static content is typically used to create an atmosphere and serve as an interior design element. Ambiance monitors do this job particularly well.
- Dynamic content involves broadcasting various clips and communicating with visitors.
- Dynamic advertising messages are five times more effective than static ones, and using a digital menu in the concession bar area increases sales on average by 10–15% — read more at idmc.com.ua/content
In addition, advertising, informational, entertainment and ambient content are distinguished. You don’t have to choose only one type of content — they can be combined and alternated.
Equally important is the placement of monitors, since this affects their effectiveness and the amount of time a visitor will spend viewing the content you present.
Time — a separate aspect of content development for Digital Signage and here’s why:
- while browsing aisles in a supermarket, a visitor’s glance stays on video content for no more than 10 seconds;
- a store visitor will remain in front of a monitor showing interesting content for up to 2 minutes;
- at the checkout in a café or shop, a person spends over 4 minutes (food-styling content is aimed at such visitors);
- in waiting areas (at an airport, medical center, hotel lobby, etc.) videos lasting 10 minutes are appropriate.
The most important aspect of content development is its relevance! For example, if you want to inform your customers about discounts, make sure the promotion period matches the times when the content announcing it is aired. This is especially important for dynamic menus in cafés.
Dynamic content may include:
- clips produced to showcase the advantages of your company’s services;
- product presentations;
- videos sourced from the internet;
- television channels.
Each of these options is chosen depending on the specifics of your business and other factors, such as the time of day. As noted above, different types of content can be combined. In that case, you need to determine how much time will be allocated to each type of content.
Content development for your company: how, where and why?
Developing content for digital menus, video walls and monitors is the most important component of a Digital Signage strategy, which the specialists at «Innovative DMC» can help you create. To do this:
- an analysis of the business, target audience and competitive environment is carried out;
- corporate specifics and the brand book are studied;
- ways to achieve the set goals are considered.
Ultimately, the development of a digital menu and content — like Digital Signage technology as a whole — will become the key to your business’s success, brand promotion and increased revenue.
read also:
http://idmc.com.ua/reklamnyiy-monitor-chego-vyi-ne-znaete-o-dannom-marketingovom-instrumente
