We were recently asked a question for the industry regarding content – “What can creative agencies and content producers do to deliver better solutions to end users who leverage digital signage?”
We’ll discuss how leveraging digital signage content strategies can drastically improve your ROI. Agencies, production houses, and creative freelance bohemians (as my insurance agent calls them) all exist because really good creative strategy is hard to pull off. The best producers are well organized and consider all channels of content delivery. If you know your client, you know how they leverage some or all of these channels. Video for broadcast, ads for social media, endless print options, websites, and yes, digital signage each have their own caveats that we as the creators must consider.
Leveraging digital signage content for digital signage should focus on increasing dwell time for your target viewer. Whether it is a digital menu at a restaurant or an interactive screen at a professional conference, the content should be captivating and prompt a second, longer look by passersby.
Call to Action
The call to action and/or message should be very apparent. This isn’t a new concept in the world of advertising, but digital signage is a newer medium that more and more people are leveraging. End users that already utilize this medium most likely already employ other media channels, so having the ability to use and make content that can be re-purposed across all of those channels is key. If you are creating content for one medium, one of the best values added is providing additional formats of that content for the end user to use as a part of their campaign effort. Your clients will love you for it.
Want to learn more about content? Check out our other blogs below.
Interested in what other agencies or digital signage integrators are up to? We recommend you check out sixteen nine blog, particularly their creative section. Sixteen Nine is a leading industry blog that we highly recommend you use for research and to keep up with industry trends in digital signage.