Category Archives: Marketing

Digital Signage Marketing: Get more from your content strategy in 2015

Every business is different. Some use Digital Signage to sell, some use it to  engage and others set goals around information and increasing efficiencies.

This means that the marketing strategy for the coming year for each sector and business will be different but a there are three general principles we at L Squared think are worth sticking to in order to get the most from your content strategy in 2015.

1. Its more than just asking for the sale

In almost every business you need to develop a relationship with your audience.

By using digital signs to offer content about your services staff, and business brand you are able to build affinity. This brand recognition and trust is vital to laying the foundations of a sale or other call to action.

2. Set goals

Using Digital Signage is just like adopting any other marketing and communications channel. That includes setting measurable and clear objectives. Understanding and agreeing goals and KPIs will help with the creation of the design and the setup. You’ll have a guiding goal that really makes the decisions for you.

3. Keep it fresh

Just like SEO for your website, if you have repeat customers, you’ll want to keep them attracted and engaged with new content. You don’t want someone visiting three, four, or more times and seeing the same content each time. Create a digital display calendar which connects to ecommerce, landing pages and other sales efforts to maximise conversions.

If you’re considering digital signage for your company please feel free to get in touch.

Our Big Five Predictions for Digital Signage in 2015

Wow! Its 2015 already?! Well let’s go fellow Digital Signage enthusiasts!

2015 is going to be a big year for the industry. L Squared is pleased to say that we’re involved in some of the biggest projects coming out of North America in the coming months. Spoilers.. more to come on that later.

For now let’s take an overview of what could happen in Digital Signage this year. Here are our top 5 predictions:

1. Digital Signage finally becomes a mainstay of the ‘standard digital marketing mix’

2015 will be the year that Digital Signage comes out of the shadows and fits firmly at the heart of integrated marketing campaigns.

Better Digital Signage CMS technology and more intelligent content scheduling has laid the foundations for this year to see general adoption of digital signage along side other forms of advertising and the more established marketing channels such as social and email.

Digital Marketing

2. HR gets involved:

As Marketing bosses bring Digital Signage into budgets, so too will HR. We’d predict that it will still be a while until HR really embraces the internal communications power which the channel offers but events like socialhrcamp are already paving the way for Digital Signage to fill an important employee engagement gap.

3. iBeacons and NFC proliferate

iBeacons and NFC are technologies that are sparking tests, concepts and consternation among digital signage network operators and software providers. In 2015, Apple will unlock its NFC chip, opening up a wave of adoption. iBeacon tests will spread quickly.

Both approaches will endure, but with differing use cases. There does not appear to be a clear path to integration with digital signage for the push technology, iBeacon.

We predict that, for now, the pull technology of NFC, bolstered by payment systems, will have more relevance to digital signage as there are logical integration points.

4. Content rationalization steps forward

The coming trend in content will be automated tools for autocorrecting content encoding to optimize playout on digital signs or other platforms.

HTML has won the battle for the hearts and minds of both content producers and software providers. We’ll see tools, like L Squared’s Hub, which make assets useful across mediums (responsive) in an automated way.

5. Digital Signage A.K.A Public Video

There’s been a lot of noise recently about rebranding our technology as “Public Video”.

Will the DPAA, (formerly OVAB), become the PVAA? Our prediction is that the term ‘Digital Signage’, even if its not to the liking of some Sales and Branding types, is probably here to stay but who knows! The sector is growing and diversifying so quickly that we may well be called L Squared Public Video by the time we make predictions for 2016. We hope not as it would mean a logo redesign 🙂


What is a Hybrid Playlist and How Can it be Automated?

In our experience, we see a place for when a playlist is needed. Users need a specific set of content, arranged in a certain way and played together as a package.

There are also times when you want to take one piece of content and throw it into the mix and let the system figure out where to place that message into the existing list of communications.

This is why we created a system that can do both. We call it the Hub.

You can create and schedule playlist if you wanted to but each playlist gets auto scheduled into the player.

Which means if there is other playlist overlapping your schedule time period, the system will take care of scheduling them together.

This means that you can go with purely playlist based schedule, purely automated scheduling or combine them both when you need to.

Just another handy innovation from the team at L Squared. Contact us to learn more.

Digital Signage Content Help: Using the Graphical Frame Designer

Wouldn’t it be awesome if you could create a digital signage screen with different messages and widgets in different areas of the screen to offer maximum targeted content to your audience.

What’s that you say?! You Can? Oh yeah – that’ll be through L Squared Digital Signage’s A-MAZ-ING cool new digital signage content management software which we call the Hub.

Designing frames (also referred to as segmenting the screen into zones) in the L Squared Hub is as easy as drawing rectangles in your favorite drawing tool and even easier, we believe, than using many established website CMS tools on the market. 

You simply add a frame, then drag the corner in our graphical design tool to create the frame at the size you want. No need to do any math to figure out the right sizes. The frames just snap into place!

Google Hires Giant Times Square Digital Billboard

Google has become the first company to hire the huge digital billboard in Times Square, New York.

Online Giant Reaching 300,000 People Every Day

The giant digital screen, as big as a soccer field, is the biggest and most expensive billboard in the world and is seen by around 300,000 pedestrians every day.

Mounted on the side of the Marriot Marquis hotel, New York, the billboard is an incredible eight storeys high and estimated to cost US$2.5m to hire for four weeks.


Times Square’s brightly-lit billboards are some of the most iconic and well-known outdoor advertising spaces.

The new billboard was turned on on Tuesday evening and will show a nature-inspired digital art piece for a week until Google’s adverts begin running. The US tech giant is reported to have hired the screen until January 2015.

Hundreds of tourists watched as the screen was turned on.

The screen is also connected to cameras, allowing for interactive content.

An estimated 300,000 pedestrians pass the billboard daily
Billed as Times Square"s largest and most expensive digital billboard, a new megascreen is debuted in front of the Marriott Marquis hotel on November 18, 2014 in New York CityThe new billboard stands out even among other brightly-lit screens in Times Square

Getting Social: Connecting Digital Signage with Social Media Marketing

Organizations are finding increasing numbers of ways to use digital solutions to effectively reach their target markets.

The technology available today allows HR, Ops and Marketing to connect multiple displays to dynamic content, mobile devices and social media adverts.

L Squared video

This helps companies use digital signage to inform, influence, reinforce branding, provide direction and yield many business benefits, as a part of wider Marcomms strategy.

There are now lots of ways which allow for the easy integration of social media with Digital Signage. This ‘merging of new marketing channels’ means endless possibilities to create and spread marketing messages and corporate updates and to reach more people than ever before!

For example, using a digital display, a company can promote its Facebook presence and encourage viewers to “Like” its page -“ and provide a special incentive such as a coupon or other offer to encourage engagement.

Other social media widgets like Twitter feeds can be displayed on screen and help keep viewers in touch with breaking news and offers. This engagement helps a company present a contemporary, high-tech feel and better connect with customers.


Digital Signage Campaigns: 3 Big Mistakes to Avoid

We’re always trawling the web looking for new great content to share with our burgeoning list of readers. Here’s an awesome post by Scott Bell in

When it comes to the success of a campaign, the right content is critical. Having the right content can create buzz and generate a return, while the wrong content can make a campaign fall flat.

In my experience, campaigns tend to fall flat if the content: 1) isn’t clear and concise, 2) isn’t relevant to the audience, or 3) isn’t promoting a compelling offering.

1. Being too wordy creates clutter on digital signage and the entire message can easily get lost.

Remember that digital signage isn’t like having a print publication in your hand; your message must be absorbed in a matter of seconds, so oftentimes, less is more. I’ve seen far too many campaign ads that read too much like an article.

2. Running a campaign for a winter fur store to an 18-35 demographic may not generate the best results for your campaign.

Make sure your message is relevant and is reaching the right audience.

3. Not running a compelling offering (if you are trying to get consumers to your store with a sale) means you’re running the risk of not getting someone’s attention.

At Bell Media, our experience with text campaigns has shown that without a strong offering, consumers aren’t willing to take action. I believe that consumers are so accustomed to receiving a 10- to 20-percent discount on all goods that advertising a sale with this level of discount isn’t compelling enough to create action. Create a compelling offering and your campaign has a higher likelihood of getting noticed.

As you create your next campaign, take into consideration developing a clear and concise message that reaches the right audience. And if your desire is to get consumers to your store, develop an incentive that’s strong enough to help them take action.

Read the full article here:

About the Author:

Scott Bell is founder and CEO of Alabama-based Bell Media, which currently owns and operates approximately 60 digital and traditional outdoor billboards and 200 indoor digital advertising screens located in local restaurants. Having graduated from Auburn University in 2007 with a B.S. in business administration, he is an entrepreneurial out-of-home media executive. Over the past six years, he has led Bell Media’s vision and growth in outdoor and indoor media development, new product implementation and team leadership, proving his ability to drive growth and profits through the diversity of product lines, financial management and strategic thinking. A member of the DSE Advisory Board Out-of-Home Network Council, Bell provided this getting started tip in response to DSE’s Ask the Board question for June 9, 2014: “What are the main reasons digital signage/digital out-of-home campaigns fail?” For additional tips from DSE’s advisory board, click here.

Digital Marketing

Digital Signage Content Management Software: Now as Easy as Using Hootsuite or WordPress!

Until the last couple of years digital marketeers could not utilise the power of Digital Signage to the extent available to them through other online marketing channels like web content and social media communications.

Those days are gone!

The Future Is Now! What you can do with Digital Sigange Content in 2014

With its centralized management of the network, the plethora of super easy digital signage content management systems – like, ahem, our Hub platform – makes it simple to create and automate frequent content changes in line with your company’s marketing strategy.


Your Digital Signage marketing calendar can reflect the dynamic schedules and messaging that markleteers also enjoy through Hootsuite, WordPress and other content management and aggregation tools.


Just like the many website and social media tools that have been around for years, you can now use Digital Signage CMS tools to more easily split test different segmented messaging concepts and calls to action. It allows them to measure the effectiveness of a specific campaign and make any needed changes on the fly.

If you don’t have compelling and fresh content on your website, you won’t provide reasons for your audience to engage.

That’s the same for Digital Signage. Digital Signage networks are content dependent and formulating an effective content strategy is an essential starting point.

Now the barriers are down and one can link Digital Signage campaigns to social, web content, PR and events there are no excuses not to keep your content fresh and relevant. It would be a terrible crime to treat Digital Signage like traditional static posters and screens.

Contact us to learn more.


Adding Social Media To Your Digital Signage

Real-time social media feeds can help increase the consumer’s engagement with the digital screen. As with all best Digital Signage campaigns which use widgets, feeds obviously must be filtered or moderated so they can speak to segmented audiences.

The process of filtration is easy to do through the networks themselves or third-party software like, L Squared Digital Signage’s Hub SaaS content management system, that specialize in moderation.

Usually social media content is displayed on the screen as users interact with their mobile phones, touchscreens or specialized kiosks. A simple example of this would be a sporting event, and supporters of each team could tweet comments about their team of choice and why they expect that team to win.

The best uses of such applications tend to be when the user is identified by name or a photo of that consumer is distributed across the screens. Today’s users tend to like recognition and the “fame” of being associated with the brand in a public setting.

Another best practice of social media applications with digital screens is to reward the consumer. The combination of displaying the consumer’s comments or photos in a public setting with the prospect of winning some sort of contest is very powerful and will drive significant engagement. A good example of such an execution would be for a brand to sponsor a contest in which the brand was being “consumed” in exotic locations. People from all over the world could tweet or otherwise send their entry photos to the brand. These photos could be distributed across digital signage networks, and the most exotic entry could win a prize from the brand. The above example employs user-generated content, engages the consumer and also offers the promise of reward to drive engagement.

Moderation is accomplished in two main ways: automatically and manually.

Automatic moderation is best used when users are simply adding structured words to screens (like a contest asking people to describe their favorite product in six words) or are playing games. This type of moderation uses programmed algorithms to place user-generated information onto the screens.

Manual moderation is necessary when the users’ interactions with the screen become more complex, such as when photos, tweets, texts or updates are shared. Often these interactions can be too varied to be encapsulated within a program and would need live real-time moderation to prevent unwanted images/text to be associated with the brand message. The content feeds through the filtration system (automatic or manual) and then the approved content is shown on the screen.

When considering the above uses of social media with digital signage, the following pieces of advice (also to be considered best practices) become evident:

1. Leverage the user’s comments or participation by identifying them by name or photo image, giving the consumer “fame” and association with the brand.
2. Keep in mind that user-generated content can be very powerful. Keep the interactions fun and playful. Also, keep them simple.
3. Either reward the consumer for his/her participation or present the possibility of future reward to drive engagement.

There is no doubt that social media interactions with digital signage networks will become more prominent and sophisticated in the future, and brands and agencies should work to remain on the vanguard of such developments to maximize impact for their clients.

Webinar: Using New Digital Marketing Channels to Engage and Sell

Back by popular demand, we will be hosting another live webinar on October 22 at 1pm EDT on New opportunities and options within digital screen media.

Companies are always looking for new, effective ways to deliver branded messaging to consumers and influence them at point of purchase. The last 12 months has brought a rise in prominence of “new systems of engagement” such as Digital Signage. These systems help organizations to attract, engage and interact with customers and stakeholders.

In this complimentary webinar you will learn about new tools and trends to helpyour organisation create a relationship with existing and potential customers by delivering an engaging real-time brand experience.

Sign Up For This Webinar Happening Wednesday, October 22nd @ 1pm EDT

This is your opportunity to learn how digital signs, kiosks, wayfinding and posters are providing companies with innovative, metric-driven ways to present content and increase sales.


  1. Engage customers with real time, interactive digital displays
  2. Learn about tools to help your company offer unique, segmented content
  3. Learn how you can customise and automate your corporate branding and promotions
  4. Connect your sales and marketing channels with real time digital signage advertising
  5. Gain a greater market share with cost effective ways to engage in high-traffic environments


You will walk away with ideas to enhance your company’s marketing communications and increase sales!