Ask the Board – April 9, 2018 | MEGAN CARDAMAN

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“What differentiates an exemplary digital signage installation from environmental noise?”


An exemplary digital signage installation is differentiated from environmental noise by two things:

The first differentiator for an exemplary digital signage installation is content. Having exceptional content brings the installation to the forefront. It should be attention grabbing, fresh and relevant. Think about the following questions: Does it have a powerful call to action? Should it have a strong, declarative message? Does the message have the three C’s – clear, concise and compelling. Another piece that differentiates exemplary digital signage from just environmental noise or visual clutter is strong photography. If your business or organization has a creative department that does photography, don’t use stock photos. Build your own collection showing your employees, your consumers, your events, your programs and your facilities. This will allow the imagery to pop instead of fading into the background or coming across as amateur. If possible, stick with photos and avoid generic clip art or stock photos.

The second differentiator is context. Providing the right message at the right time to the right audience is important – when you walk past a cluttered bulletin board or see a landscape of static messages, you’re being fed so much content – but is it really relevant to you in that place and time? Digital signage allows frequent changes, personalized messages and flexibility that differentiates the message from environmental noise.  If a consumer sees inaccurate, outdated or irrelevant information, even just one time on your digital signage, the likelihood that they will return to this channel and rely on it as a trusted source is lowered. Then the signage just becomes environmental noise. Your message must be pertinent to the consumer at that specific time and place. In an “over communicated” world, consumers have learned to filter out messages that don’t apply to them.

 

About Author

Senior Marketing Content Specialist
Nationwide Children’s Hospital

MEMBER OF THE DSE ADVISORY BOARD
End User Council

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