Ask the Board – January 21, 2019 | BILL MASLYN


“What are the keys to effectively delegating local management of content in large digital signage networks?”

At Intersection, we don’t view local management of content as delegation so much as partnering with local stakeholders to develop and support a comprehensive content strategy. We believe there are four keys to implementing this approach effectively — working closely with local partners, adopting the voice of the local market, establishing a balance of general interest and hyper-local content, and creating dynamic data-informed content publishing tools.

Depending on the market and our network partners, it’s important to partner with our local sales teams as well as our civic and transit authority partners to ensure that our content strategy meets their needs and those of the local consumers. For instance, if content is specific to transit status or service alerts, who better than those local partners to inform that content?

Likewise, it’s important to us, and our local partners, that any content has the right voice. Whether it’s tailoring ad content in a brand’s voice or applying the appropriate authoritative voice to service alerts, it’s important to remember who is speaking and to what audience.

It’s always been our goal to provide content that enhances people’s journeys through their cities and everyday lives. Finding the optimal balance between types of content can help or hinder that. As well, that optimal balance can shift based on time of day, day of week, seasonality and location of our displays. It’s important to understand engagement with content whether quantitatively through measured engagement metrics or qualitatively via solicited feedback and satisfaction surveys. The path to optimal content is a journey too.

Lastly, it’s important to make the right data and tools available to those responsible for publishing content, whether they’re local, centralized or external to your organization. To take advantage of the knowledge of local stakeholders, ensure content is in the appropriate voice and apply learning from engagement feedback, you need content publishing tools that are nimble and easy to use. As well, creating localized content at scale can be accomplished through the creation of dynamic content templates that integrate data and feeds from multiple sources to display the right content to the right local audiences.

Applying these key philosophies will help digital signage networks execute an effective content strategy.

About Author

Vice President of Product, Content & Ad Technology

Out-of-Home Network Council

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