To make your communication on screens impacting, there are essential best practices. Discover our checklist for a successful digital signage campaign.
Determining the KPIs for effective communication
While communicators are now convinced that digital signage is an excellent communication tool, they also want to be able to Concretely measure the return on investment of their campaigns. To achieve this, you have to clearly determine the objective pursued through their phygital project. Before associating The key indicator which will make it possible to objectively assess the impact of their communication on screens.
If the purpose of a campaign is to maximize the profitability of a store visit, for example, you will have to measure The valuation of the average basket per visitor. If the challenge is to generate more store visits, the measure of attendance generated at the point of sale through a campaign can be a real eye-opener. If the objective is to increase brand awareness, the retention rate will show the relevance and impact of the message delivered.
All these performance indicators (KPI) make it possible to judge concretely whether a communication campaign is effective in relation to the objective pursued. To increase its chances of reaching this goal, a number of performance criteria standards must be respected:
These performance criteria echo 4 levers: the attractiveness of content, the freshness of campaigns, contextual targeting and glocalization.
1) Use an attractive format: video ▶️
While we are over-solicited by various messages on a daily basis, video makes it possible to effectively capture the attention of a target.. On a media like Facebook, users pass like this five times as long on a video than on other more traditional formats. The video would even make it possible to generate a Increased commitment to his audience.
Because it attracts the eye irresistibly and knows how to attract attention in a lasting way, video is thus an essential lever for effective communication and a real weapon to maximize the impact of its communication on screens. It is an ideal format for conveying emotions, telling a story or simply reporting a concept to be explained.. Perfectly adapted to the use of screens, it naturally promotes The memory rate of a message to a specific target.
It remains to be seen how to use it. From this point of view, communicators can only be advised to use video to present a new product, make it more concrete in its use and operation, present a new collaborator or even highlight a customer testimonial.
To animate messages simply, Canva has quickly become the indispensable ally for communicators. You can also turn to Lumen 5 that makes it possible to transform written and static content into video. PlayPlay or Animoto are also ideal for creating videos specifically adapted to digital signage. In addition, these tools all have the advantage of being free to use.
2) Ensure a professional look 👩🏼 💻
It is essential for creating videos adapted to screen formats. Nothing is more unpleasant than finding unsightly black bands on the sides of the screens. Beyond a simple aesthetic issue, this imperfection can really ruin the potential for effective communication. It is therefore important to remember that digital signage screens generally have the same dimensions (16:9 for a horizontal screen, 9:16 for a vertical screen).
3) Respect your graphic charter 🎨
Your brand should always be visible on your communications. It is a guarantee of credibility. We can also only recommend using video generation templates integrated into your CMS. Content creation will thus be greatly facilitated even for a large number of users while ensuring consistency in brand communication.
4) Refresh your messages 🔄
Effective communication will also always require care given to the freshness of the content that you expose to your target audience. Even the most powerful message will always end up boring an audience if they are exposed to it for too long.. In order not to damage the profitability of a phygital campaign, it is therefore essential to renew its content frequently. And the more regularly this content is updated, the more the target audience will have the reflex to pay attention to screens.
To regain freshness in its dynamic signage, Sometimes it will only be enough to modify one element of the content, without having to create a new one.. A single modified element will therefore often suffice for the target; each new message will effectively stimulate their curiosity. Other practices exist to create content easily.
5) Follow a strict editorial schedule 🗓️
The broadcast period of a campaign must be fixed in advance in an editorial schedule. This will make it possible to better schedule broadcasts and orchestrate “cold” messages. When creating communication campaigns, limit them in time. The objective is to avoid a campaign being broadcast forever at all costs. In the same way, it will also be advisable to frequently check the dates on which campaigns were activated.
6) Add dynamic flows 🆕
To fuel its communication and avoid the same messages going on a loop, it is recommended to add dynamic flows from outside sources : dashboards, social networks, customer reviews, meeting room calendars, number of days without accidents... These data flow use the data at your disposal to create messages that are responsive, highly contextualized, and automatically updated.
7) Contextualize messages ⏱️
To make a difference and maximize the impact of your communication on screens, the best advice would probably be to use the contextual marketing. In fact, digital signage makes it possible to adapt your communication to a distribution context or to a specific target.. Several options exist in the programming tools of your screens:
- Add custom delivery settings: preferred hours and days, more or less high broadcasting frequency etc.
- Trigger certain content automatically : it is possible to make your communication more effective and more relevant by associating it with certain criteria such as the weather. Facial detection also makes it possible to vary campaigns according to socio-demographic criteria specific to the exposed audience.
8) Opt for a glocal strategy 📍
In the same spirit, the interest will also be to be able to adapt your communication to a localized context. Glocalized communication will thus make it possible to use messages specifically dedicated to certain points of sale.. Within the same network, it is obvious that a message may not have the same impact depending on whether it is broadcast in a store in Bordeaux or in another located in Annecy. The objective is thus to allow a “multi-local” communication managed at the national level by the parent company but which will be able to respond to the specificities specific to a country, a region or a city... The advantage of this glocation is obviously also very relevant in the context of internal communication.
One of the challenges associated with this global communication concerns the ability to decentralize its communication by leaving autonomy to field teams who will be able to determine the message most suited to their context. Naturally, better adherence of these teams to this type of project will be facilitated by the use of appropriate tools.
To optimize the ROI of digital signage campaigns, Cenareo provides its customers with key indicators to optimize all performance levers: media dynamism, campaign freshness, contextual targeting, balance between local and global communications. Our aim: guarantee the adequacy between the use of a fleet of screens and the performance objectives of advertisers.
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