3 minute read
Content and Content Deliver y
THE PAINT FOR YOUR DIGITAL CANVAS: CONTENT AND CONTENT DELIVERY
What is it about digital signage that is so captivating? In most cases, the answer to this question will be the content. The highresolution video, vibrant colors, and crystalclear graphics that seem to burst out of the display are what leave a powerful impression. No wonder 80% of consumers say they have entered a place of business because a digital sign caught their interest!
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In a nutshell, digital signage requires excellent content to be successful. After you have selected your display type, contracted the skilled integrators to help you install it, and taken all precautions to secure it from physical and cyber misuse, content is the next, and perhaps most significant, consideration. Every day, audiences get inundated with a ton of digital messaging, and only the most eye-catching and compelling sticks in their minds. It is important to remember that digital signage presents an incredible opportunity to grab consumers’ attention, but it is equally important that the content creators and managers do something with that attention.
It doesn’t matter whether your organization plans to make company announcements in its corporate lobby or stream advertisements, art, or cultural events in a major sports arena; without engaging content, your digital signage investment won’t pay off. How do you create great content? Slow down, partner! First, you need to consider a content strategy. Identify your audience, then tailor your content strategy around it. Whether you’re showcasing products, enforcing your brand identity, or creating an immersive experience, consider your audience’s demographics as you develop content.
The same content on a continuous loop might get noticed at first and then become a stagnate part of the interior. You’ll get more engagement if it varies and changes often.
In terms of the actual creation of it, your marketing team can likely do it in-house, or you can contract outside agencies who specialize in creative content. Many of these professionals come highly recommended in the digital signage industry and have won awards for their work.
FINAL THOUGHTS ON CONTENT PRODUCTION
Graphics engage viewers quickly and retain their attention. Use high-contrast colors and graphics whenever possible to replace text. High-resolution video is even more eyecatching, but production costs can be high, and cutting corners might work against you. The same can be said for animation. Use large font sizes in your content to make it easier to read from a distance regardless of the avenue you take to have it produced. To get a better idea of how big text should be on a display, see the Image Size Standard from AVIXA.
GETTING THE CONTENT TO DISPLAY
Just as you need a device to deliver movies and music to your home theater system or PC, you’ll also need to consider how your digital signage content will be delivered to the screen. The good news is the hardware is essentially the same! Here are the most popular options:
1. Thumb drives and other external storage devices: Content stored on these are plugged directly into the digital signage and accessed via an on-screen menu. Alternately, they can be part of a remotely accessed system via your organization’s local area network or the cloud.
2. Physical media players: Content is played directly from a DVD or Blu-ray player, again, connected to the digital signage or as part of a remotely accessed system.
3. Cloud content management systems: Think of this like a ROKU or Firestick streamer. They come pre-loaded with generic content, art, music videos, etc., and you can upload and play your original content. Remotely accessed via the cloud, there may or may not be a physical device to be plugged in anywhere. Many of these subscription-based services are based in the cloud.
No matter which you choose, remember to secure it. This can’t be stressed enough.
