Without strategy, there are no results. In particular, this applies to digital signage campaigns. Too often, the distribution strategy does not take into account all the optimization parameters, both in terms of the content itself and in terms of the delivery medium: the screen. Here are the questions to ask for content that is always of high quality and highlighted!
Creating the perfect content for digital signage
What is the strategic objective ?
Is it about increasing your brand awareness ? To change your branding ?
What is the purpose of the message?
- Generating sales?
- Offer experiences?
- Provide information?
Answer the question of purpose of communication helps to better build the message. If these things are clear to you, they may not be clear to the creative person in charge of your campaign. It is important to focus on the creative brief: in addition to clearly expressing the objective of the communication, it is essential to specify the constraints of its medium. The content of the screens depends on technical constraints as simple as: orientation and the audience (moving in front of a window, or waiting at the cash register, for example).
It should not be forgotten that the visual aspect is as important as the message itself: the content of a digital signage campaign cannot be good without being beautiful...
Adapt to the broadcast context
Is the message consistent with seasonal trends? What are the peak hours? The time of day? The context (your news, that of your competitors)?
To ensure a good deliverability of your message and better memorization, it is necessary to answer these questions.
Contextualization
Take into account the environment of your target when they are in contact with the display screen: this can vary depending on the time of year, news, weather or even broadcast schedules. It will be more appropriate to broadcast a video for a refreshing drink on a sunny afternoon. While this example may seem simplistic, it does reflect a certain reality.
Adaptability and content management
On the contrary, campaigns can be contextualized during their implementation, but independent events can disrupt their relevance: it is necessary to be able to quickly readjust its content or to review the parameters of its distribution. The advantage of content management systems (CMS) 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 broadcast?
- How long will the audience be in contact with the message?
- What is the screen format? (horizontal, vertical, totem, terminal...)
- What will the exposure/intensity of the screen be?
The question of location is crucial for creating the campaign: positioning the screen correctly is essential. (Read our 5 tips for positioning your digital signage screens in the best possible way). The “location” can be defined by the position of the screen in space, as well as by its place in the audience's journey. It is then a question of adapting the content to the intellectual availability of the public: the duration of broadcast of the video or image or its interactive nature.
Reading ergonomics must be optimized: although the exposure of the screen determines its brightness parameters and the colors chosen, its position in space will determine the background of the content.
Ensure the maximum deliverability of your messages by building a strategy around your content, your environment and your target. And... goals achieved!
Cenareo offers a digital signage solution with powerful features, but still extremely easy to use.
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