You might think that the magic formula for great digital signage content equals awe-inspiring visual effects and hours of animation. This formula might be visually appealing, but will it inform and influence buying decisions? Probably not. The three elements that are essential to your digital signage content formula are engagement, relevance and measurability; and the magic comes in when you skilfully align your content sources with your marketing strategy to deliver this engaging, relevant and measurable content.
According to Ryno Colyn, Head of Moving Tactics Digital Content, “Each brand has its own identity and values, so when planning visuals, animation or UX development, you need to make sure that the content echoes these brand differentiators. Content strategy sessions with brand marketing are absolutely vital so that every touch point and content piece aligns with marketing’s strategy and standards.”
Colyn believes that developing and managing digital signage content is very different from handling traditional media.
“You have many different factors to account for when animating content or developing software for an in-store digital touch point. Digital touch points are strategically placed to offer maximum exposure, but each touch point doesn’t necessarily offer the same dwell time or environment. For these reasons, your content pieces have to be created with this in mind. For example, shorter dwell times need quicker calls to action, but in areas where customers have higher dwell times, for example, when queuing, the content can be longer and more informative.”
Tailoring content to where and how it will be consumed is one thing, but marketers also need to take into account the time when messages are launched (e.g. time of the day/day of the week) to aim content at peak or low traffic times, as these scheduling factors will impact the content’s relevance.
Measurement tools in the digital signage space are relatively new, but they do offer valuable insights.
“We offer clients audience measurement tools that track a shopper’s eyes on screen, conversion rates, or gender and age. With this type of digital signage retail analytics data, content can be changed in real time to respond to the viewer’s behavior and demographics.”
Colyn continues, “A similar type of measuring system is used with our interactive kiosks and tables. We can track a variety of interactions such as what type of content is being interacted with in real time, when in the day the content is being viewed, the average amount of time spent viewing each page of content and where, geographically, the engagement is taking place. Based on the stats received from the above measurement tools, marketers can plan their future content or marketing campaigns more strategically to ensure a higher level of engagement and relevance.”
When asked what his top tips for creating engaging, relevant and measurable content are, Colyn was adamant: “Track, measure and improve. Good content engages people, but great content influences buying decisions.”
To develop great content, you have to continuously analyze the content engagement value and, most importantly, the relevancy of it.