Call to Action Should Remain on Screen as Long as Possible


As it relates to advertising, you need to capitalize on the moments you have the viewer watching the screen. So it is important to have your call to action or your key message on screen as long as possible during the spot.

For example, if you have a certain product or service on sale that you are promoting during a 15-second spot, during the conception of the spot design, it is vital the storyboard results in your key message or offer showing up on the screen in the first three seconds and remain on screen for as much of the spot as possible. This is because a viewer may begin looking at the spot at second six or someone watching from the beginning my turn their head eight seconds in. The purpose of digital signage is, most often, to communicate messaging to an audience at the right moment in time, so ensure that you capitalize on that valuable time.

This same principle applies to networks at ‘point of wait’ where you do have viewership for a potentially longer period of dwell time. As someone designing the playlist, you should ensure that during the average dwell time of your audience, your key messages have been delivered multiple times. Use shorter entertainment content to attract their attention to the screen, and then use a variety of promotional spots that deliver the same key messages, but with different creative to ensure your message is delivered.

Jeremy GavinAs founder and Head Content Chef of Screenfeed, Jeremy Gavin is passionate about making high-quality, licensed content accessible as a tool for those implementing digital signage. His company Screenfeed provides custom-produced news, infotainment, weather, traffic, sports stats and video shorts delivered over the cloud for plug-n-play usage in digital signage software.

His expertise in art direction, web technologies and content licensing have helped him build Screenfeed to be a leader in syndicated content for digital signage. Mr. Gavin has pioneered the use of Media RSS as a media delivery standard for digital signage since 2007, managed the production of content that appears on more than 75,000 screens around the world, and continues the innovation of new content for the marketplace.

Jeremy has been in the interactive media space since 1996 having run an interactive media agency for more than 11 years and as a partner in an ad-based, DOOH startup. Along the way, Mr. Gavin served as the personal art director for the musical legend Prince and NPG Records for just over four years. He holds a B.A. in Media Communications from Bethel University in St. Paul, Minnesota and a Mini-masters in Ecommerce from St. Thomas University.

Gavin provided this content tip as a response to a recent Ask the Board question. To read more DSE Advisory Board responses, click here.

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