Category Archives: Marketing

Getting it Right: Digital Signage Content Best Practices and Tips

So your company has decided to get with the 21st century and adopt digital signage. Awesome! You’ve got your screens ready to go. Looking good! You’ve decided on the content management hosting. Phew! The boss is getting excited about ways the company will make more money by influencing customers at point of purchase and the HR team are stoked that they be able to get key announcements out to staff in an engaging way. Now can you make your content more effective! Good job!

But wait… how do we get the content right?

What the heck is the plan to produce and distribute a constant stream of targeted, engaging and FRESH content to your target segments? Oh.. and how on earth do you put processes in place to ensure it all sticks within brand guidelines?


1) Place your most important messages first to captivate your audience.

Introduce the first item on the list at a slower speed, and leave enough time at the end for people to remember the last item. Big caveat: think about teh average amouint of time you get for your audience e.g. a client in a bank lining up to see a teller would be exposed to screens for minutes whereas a possible customer in a retail mall may only be with the area of screen influence for 10 seconds.

2) Chunking and coding

Group concepts,CTAs and key phrases together – batches of three work well. Repeat important words and phrases 2-3 times in a row for reinforcement.

3) Use alliteration, rhyme and catchy terms

People intuitively respond to language patterns which flow and and easy to understand.

4) Targeted messages and segmented content

Optimize for context and eliminate distractions. Use language, imagery and symbols that are relevant to the viewer and the context.

5) Crafting your copy and call-to-action

Keep your text simple and clear. When writing your call-to-action, start it with a verb, keep the verb and subject close together, and either leave the call-to-action on screen the whole time, or show it several times per spot.

6) Fonts, meta, sizes and styles

Use sans-serif fonts and large font sizes so that viewers can read your message at-a-glance. Don’t use too many fonts in a single piece of content, and don’t go overboard with colored text. Avoid writing in all caps.
Linking your digital signage campiagns to social media, blog posts and other online activities? Don’t forget to use the correct meta tags and headings.

7) Colors and branding

Choosing one color over another rarely has any impact on the success of your content. So, pick colors that meet wit your branding, campaign persona and stylistic goals, e.g. those that match the color schemes of your venues or advertisers.

8) Use contrast to your advantage

More contrast between foreground and background recommended. A minor change like increasing the contrast by 10% can make the content easier to read, and recognizable to a much larger audience.

9) Motion, silhouettes and animation

Use motion selectively: you don’t want to interfere with readability or comprehension. Give people enough time to read the text, and don’t move your text around abruptly. When you’re animating an element, try to pick something that has a strong and easily-identifiable silhouette. Consider keeping your logo and other important features on the screen at all times, without excess motion.
Or.. forget most of that and go with a cool segmented screen offering different forms of content in different blocks.

10) Composing shots and scenes

Match up your text and visuals, and treat each slide like it’s a stand-alone poster. Use visual transitions to link related slides within a larger piece of content.

11) Digital signage CMS options

Employing powerful Digital Signage content management tools is now as easy as setting up a website. Its all drag and drop, WYSIWYG, DIY widgets and cool metrics! The technology available for a standard licence fee gives communication pros the ability to link up with your other marketing and communication channels and segment as they require!

There’s a staggering amount of money flowing into digital signage because, as a comms channel, it offers uniquely attractive numbers. Eyeballs are on screen for much longer, revenues are higher when digital screens are influencing a purchase environment, branding is reinforces, conversations with employees and stakeholders is reinforced, new advertising fees can been generated and much more!

12) Create a content calendar

Once you’ve got all the technology and best practices in place its time to put it all together with an awesome content calendar. A calendar will help you organise timeing and nature of campaigns and it can then all be automatically uploaded and managed.

Why All the Hype About Digital Signage?

Why Should My Company Use Digital Signage?

Digital signage is about targeting your audience with relevant and timely information. Using network connected digital signs  allows your company to get your message across effectively, conveniently and at a lower price-point than many other mediums of communication.

As the noise from Digital Signage advocates continues to get cranked up, increasing numbers of companies are adopting screens, wayfinding and kiosks to promote their messages and brand.

Here are just some of the most common uses of digital signage:

• Corporate communications – Corporate messaging, management announcements, employee recognition
• Advertising/POP – Enhance the shopping experience by promoting products
• Wayfinding – Efficiently direct people throughout your premises
• Entertainment – Reducing the perceived waiting time and enhancing visitor experience
• Public information – News headlines, weather, time/date
• Menu information – Digital menu boards with information on pricing, ingredients and nutritional facts

Digital Marketing

Digital Signage Advertising is Set to Grow and Grow!

As consumers begin to spend with confidence again, companies need to use advertising campaigns to attract and engage. Through powerful innovations in software and ever-cheaper hardware, digital signage advertising is primed to take advantage of these new consumers.

Digital screens and posters

Digital billboards present one of the best examples of how an emerging trend can be quickly transformed by new innovations. Originally, the advertising value of digital billboards were viewed as all about eye-popping displays, video content, and the ability to modify or replace an ad display at a moment’s notice. These benefits are still powerful but zoning laws are becoming increasingly restrictive as to the size, brightness, and location of these billboards.

The mobile landscape

The ability of mobile networks and Bluetooth technology to send advertisements to the phones of drivers as they pass by is now seen as the future of digital billboards and, quite possibly, digital advertising in general.

Digital signage advertising advertising and content software

To stay on top of new innovations and emerging trends, you need digital software that can deliver capabilities that are compatible with the latest technology, along with a user-friendly interface that will allow companies to generate their ad content in a timely manner.

There are some super digital signage advertising and content management out there now, such as theHub from L Squared, which can get your digital sign advertising up and running before you know it and give the tools necessary to monitor their effectiveness.

First published in our media partner Digital Signage eXaminer.


Digital Content

Tailoring Content For Digital Signage

Content is probably the single most important part of any digital signage deployment.

We’d suggest that your company’s digital signage should be an extension of your culture, brand and environment. Tailoring your content and CTAs, therefore, sets you up for success and distinguishes your digital signage from just another screen on a wall.

Capture Attention and Engage

Successful digital signage captures the attention of your target segment.

The average amount of time of a ‘captive audience’ for digital signage is around 10 seconds. That is not a lot of time to get your ideas across (although considerably longer than, for example, the average website). Your messages, therefore, should be short, simple and instantly compelling.

Goals of Digital Signage Content

Each digital signage project should have specific goals: educate, drive business and serve as a resource for information.

Creating effective signage is all about how to organize your screen based on what sort of message you want to deliver. You will want to “zone” or organize the screen by the hierarchy of information. Signage should be easy to navigate: Content zones of information should be sized according to importance.


Keep it Simple


Its important not to confuse the viewer with too much information. A cluttered screen will turn off viewers if they don’t know what to look at.

Digital Signage should be designed with a target demographic in mind, from Teens/Young Adults/Middle Aged to the Elderly.

Digital signage can make the most of modern advances in technology with QR Codes and MS Tags, which is something that appeals to the teen and adult age group. QR Codes and MS Tags allow vital information to be captured from the digital signage display to their mobile phone.

This could include meeting information, coupons, social media or a website link. Users then walk away from the display with your message or intended information in their hands.

Digital Marketing

Marketing Tips: 3 Ways Digital Signage Can Promote Your Brand

Digital signage is becoming an integral part of the marketing mix. Organizations are finding new, powerful ways to use digital solutions to reach target audiences.

As a part of highly impactful interactive communications strategy, companies use digital signage to engage, inform, influence, reinforce branding and enjoy many business benefits.

The ability to connect multiple displays to dynamic content, mobile devices and social media is powerful when done correctly.

Here are three ways digital signage can boost these marketing channels:

Content Strategy: Keep it Feesh and Keep Testing!

Digital signage networks are only as powerful as the content presented through them. If you don’t have compelling content on your signage you can’t provide any reason for your audience to engage!

Creating an effective content strategy is, therefore, an essential starting point.

Keep your content fresh and relevant! Using digital signs, kiosks and posters means there’s no barriers to creating a fresh, reactive and targeted marketing strategy. Unlike static signage, the centralized management of digital signage network makes it easy to develop a long term, automated and segmented content strategy with the added bonus of easy real time changes to react to metrics and developments.

Digital signage also provides marketers with the opportunity to more easily test different 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.

Social Media: Close the Loop

Social media is all about real time conversations and latest news with engaged long-tail communities. Digital signage can become part of that social media experience.

Using digital displays, companies can close the loop and reward followers and promote the latest industry and brand news through Facebook, Twitter, Instagram and other social widgets. This engagement helps a company present a contemporary, high-tech feel and better connect with customers.

Mobility: Offering a Targeted User Experience

Every year, content consumption by users of mobile devices grows. Marketing teams have an ongoing quest to enhance these user experiences in every interaction -“ digital signage included. Consumers not only want their mobile devices to be able to interact with digital signs to customize the content they see, they also want to download relevant information from the displays.

Quick Response (QR) codes, for example, have become a popular “integration point” when connecting digital signage and mobile technology. Consumers can scan a code from a screen to download content of interest to them. This “pull” strategy is a natural extension for individuals using their smart phones and ensures that viewers retain related information long after they walk away from the digital display.

Digital Signage Design

Interesting, Attractive Digital Design and Content

Your digital signage can include lots of unique elements. The trick is to not overwhelm your your audience with too many options.

Its important that your audience is not distracted by too much on the screen but rather they can focus on something that catches their eye—some intriguing content that makes them stop and pay attention.

Once you have the person’s attention, your digital display should offer interesting content—some helpful information about your services which answers questions and shows ways that your products can improves their life.

There should almost always be something you want your visitors to do once they are looking at your display. A good contrasting color should be used to highlight the call to action. You might ask your digital signage audience to follow you on Facebook or perhaps make a purchase.

After you’ve pulled the person this far along in the design, it’s time for the call to action.