Ask the Board – March 14, 2016 | MARGIT KITTRIDGE


What is your process from storyboarding to production of digital signage content?

 As the physical and digital worlds converge, the landscape of out-of-home is evolving rapidly. We now have an opportunity to leverage new innovations at our disposal to drive meaningful conversations within what has become a truly multimedia channel market.

While producing digital signage content is not quite as elaborate as TV production –  with no audio and shorter spot durations than TV – the workflows do go through similar phases, especially for campaigns that use videos or motion graphics.

Prior to beginning production (called pre-production), our objective is to ensure our creative team’s concept and design is in total alignment with our client’s vision. While we are working on the concept, we will try to ask as many questions as we can think of to understand what the client wants to achieve with their creative and figure out how we can build upon their initial thinking. Once the concept is developed, a mockup and estimated production timeline with costs are provided to manage expectations. This can take many forms — a storyboard, mood board or animatic — and should contain all the important components that were required.

Production is the stage where magic happens. In order to deliver the most eye-catching creative content, we utilize the following best practices for digital signage:

Get Moving. While static images are still common across digital out-of-home, even the smallest level of creative movement or animation will help catch viewers’ attention and elevate engagement. For clients who want to repurpose creative from television or other digital video, most place-based digital screens can support full-motion video, which delivers higher overall ad recall.

Less (Text) Is More. Overloading creative with text will distract consumers, driving down impact. Images are much more memorable anyway. Text color should have high contrast with the background in order to ensure legibility.

Sharper Image. Eye-catching images or graphics with rich colors create the strongest visual interest. We refrain from using video of people talking as there is no audio on most digital signage and the imagery can be confusing.

Data Delivers. Most digital networks work with a third-party developer. Real-time data feeds to display content such as news headlines, weather updates or social media posts make the creative assets even more relevant and contextual for viewers.

During post-production, our team takes the final step of ensuring that the final asset is developed according to the digital display specifications. The potential for exciting and dynamic digital out-of-home campaigns is endless, and adhering to these specs will further enhance the visual impact of any creative execution designed for the right consumer in the right environment and using the right digital display.

About Author

Vice President, Digital Director

Out-of-Home Network Council

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