What content strategy for your digital signage screens?

“There is no good wind for those who do not know where they are going.” In other words, without a defined strategy or objective, there are no results. This is especially true for digital signage campaigns. Too often, the dissemination strategy does not take into account all of the optimization settings, both in terms of the creation of contents only at the level of the broadcast medium: The screen. Here are the questions to ask yourself for content that is always qualitative and highlighted!

Content creation for digital signage

What is the strategic objective?

Is it aboutincrease notoriety of your brand? To change your brand image?

• Are you looking for retain your customers or to wake up prospects?
• Do you want to talk about your brand, product or service offer? Of a promotion?

What is the purpose of the message?

• Generate sales?
• Deliver experience?
• Deliver information?

Answering the question ofpurpose of communication makes it possible to better building the message. If these elements are clear to you, they may not be clear to the creative person in charge of building your campaign. It is important to focus on the creative brief: in addition to clearly expressing the objective of the communication, specifying the constraints of your media is essential. The content of the screens depends on technical constraints as simple as orientation and audience (moving in front of a window, or waiting at the cash registers).

It should not be forgotten that thevisual aspect is as important as the message itself: the content of a digital signage campaign cannot be good without being beautiful...

➡️ If you're new to digital signage and content creation, check out this article on Basics of creating visuals for screens. Then discover the free content creation tools who will be able to help you.

Adapting to the context in which dynamic content is distributed

Is the message consistent with seasonality? Peak hours? The time of day? The context (your news, that of your competitors)?
To ensure a good deliverability of your message, and better still, better memorizing it, it is necessary to answer all these questions before creating your dynamic content.

Contextualization

Take into account theenvironment of your target when they are in contact with the display screen: these can be parameters as different as the time of year, the news, the weather or even the broadcast schedules. This will make it more appropriate to broadcast a video for a refreshing drink on a sunny afternoon. While this example may seem crude, it does reflect a certain reality.

Adaptability and content management

On the contrary, campaigns can be contextualized when they are set up, but independent events can upset their relevance: it is necessary to be able to quickly readjust its content or review its distribution settings. The advantage of CMS (Content Management System) dedicated to digital signage is that content can be controlled in real time.

Screen placement and orientation

Where is the screen in the customer journey?

• What “condition” is the audience in at the time the message is being broadcast?
• How long will the audience be in contact with the message?
• What is the format of your screen? (horizontal, vertical, totem, terminal...)
• What will the exposure/brightness of the screen be?

The question of where to broadcast is decisive for the creation of the campaign: properly positioning your screen is crucial. (Find our 5 tips for properly positioning your digital signage screens) The “place” can be defined by the position of the screen in space as well as its place in the audience's journey. It is then a question of adapting the content to the intellectual availability of the audience: the duration of broadcast of the video or image or the interactive nature of the latter.

Reading ergonomics must be optimized: while the exposure of the screen will determine its brightness parameters and the colors chosen, its position in space will determine the background of the content.

Ensure maximum deliverability of your messages by building a strategy around your content, its context and the environment of your target audience. And... goals achieved!

Cenareo is a dynamic signage solution that allows you to create, manage and broadcast your content on your broadcast screens easily. Its intuitive, scalable Saas solution is perfectly adapted to the needs of communication professionals in all sectors of activity: Points of sale, Internal communication, Hotels and restaurants but also DOOH.