Digital company news

Subscribe to industry newsletters

Biz Takeouts


Tune into Biz Takeouts Radio Show on 2oceansvibe Radio today at 9am with show host Warren Harding (@bizWazza). In this week's show he speaks to Hando SiniSalu, Founder & CEO of Best Marketing International, Craig Shelley (@justaskcraigs), CEO of Just Ask!, Trevyn McGowan of Business of Design and Kirsty Henderson, PR and Marketing for uAfrica.com.

Listen to the live stream in:

Press offices

Enquire about a press office
Bizcommunity has over 400 industry contributors and we always welcome further contributions and contributors.
Advertise with us
Advertise & RatesMy Account
Company press officeList company
Recruitment packagesSubmit job ad
Download ratecard
Digital company news

Why Digital Signage? - Creating customised Digital Signage Content (Part 2)

Content may be the most important element of any digital signage deployment, especially in Southern Africa.
Now that you have aligned your marketing communication with your digital signage strategy, you can use the following steps to build your customised digital signage content.

These six essential steps are best used at the beginning of building a network so that you can fine-tune your reasons for building the network in the first place and ultimately ascertain who is going to watch and what they will see.

Network Type

This can be broken down into three areas, namely:
  • Point of Wait networks are all about dwell time, whether waiting in a hospital waiting area or waiting for the elevator.
  • Point of Sale networks are about retail and the customer. The goal of these networks is - How can I help you buy something today?
  • Point of Transit networks are all about people on the go. These include networks in airports, railway stations and digital billboards at taxi ranks.
Venue
Understanding your exact venue and placement of screens within that venue is crucial. Consider what is appropriate for the mindset of the customer in that venue at a particular time. The venue itself is going to determine the rough sense of content that will be relevant to the customer based on his or her activity while in the venue. It's therefore important that the screens be located in appropriate places where the customer will be either at a wait point or where the screens can grab the customer's attention along a drive aisle. This may be at the point of wait, point of sale or point of transit to grab the customer's attention on their path. Clearance to view and length of message will fall out of the analysis of placement.

Network Goals

Whatever the type of network and venue, the purpose or goals of the network can be dramatically different from one venue to the next. If you consider why you're building the network, then you can focus on the goals of the network.
  • Is it to sell products at the shelf or is it an advertising network at a point of wait?
  • Is there other information that is critical to the customer? For example, is this a transit network that also displays arrival and departure times, etc.?
Determining the goals will help you determine what will be in the loop length and where the screens will be placed.

Audience

The basic demographic information needed to assess the audience gender, age and income. Further information also is going to be very helpful including
  • What is the audience's ethnicity?
  • Are they from the city or suburbs or rural?
  • Are there different audiences at different times of day?
  • What are the emotional driving factors?
These are questions that are simple to answer for most venues but can create a complex playlist and loop dependent upon the time of day and audience demographic.

Dwell Time

The amount of wait time in front of the screens will determine length of the loop played. Dwell time may change according to the time of day. The dwell can range from hours to seconds. For instance, in hospital waiting areas the dwell time can be 1.5 hours or longer, whereas dwell time in a quick service restaurant may be only seconds. This also will determine the speed at which the message is delivered.

Visits per Month

How many times a viewer visits the venue in a month will determine how often the content needs to be refreshed. For instance, if your network is in a retail supermarket, most visitors are in the store weekly and sometimes twice a week. This means that you need to refresh the content at least partially every week and potentially twice a week. The psychology behind refresh is simple. Once a viewer has seen the content, then he will potentially ignore it in the future. If a viewer has seen the content twice or three times on two or three separate visits, then he may be inclined to not look at the screens at all the next time he is in the venue and perceive the screens as not helpful.

Although these are not the only factors to develop content and develop a network, these are basic and strategic in nature. There are many other considerations in building a successful network, no matter what type of network it is. Using these as building blocks raises many more questions that will then need to be addressed. As one develops a network, other issues will come into play, including network identity, relevance, measurement, templates, content feeds, etc.

Conclusion

More and more companies are using digital signage to enhance, inform, up-sell and improve their business performance. We at Moving Tactics have the experience and knowledge to work with you to create and build a customised digital signage solution that will deliver on your business requirements.

Moving Tactics is a leading South African digital signage solutions company which develops integrated digital signage technologies and is constantly creating innovative moving media solutions for contemporary retail spaces. http://www.movingtactics.co.za

    
 

Moving Tactics' press office

Moving Tactics
Moving Tactics offers marketing and communications solutions across the moving media spectrum - and across South Africa. The company is based in Cape Town with offices in Johannesburg and a national technical team.
LEGAL DISCLAIMER: This Message Board accepts no liability of legal consequences that arise from the Message Boards (e.g. defamation, slander, or other such crimes). All posted messages are the sole property of their respective authors. The maintainer does retain the right to remove any message posts for whatever reasons. People that post messages to this forum are not to libel/slander nor in any other way depict a company, entity, individual(s), or service in a false light; should they do so, the legal consequences are theirs alone. Bizcommunity.com will disclose authors' IP addresses to authorities if compelled to do so by a court of law.

News