INSIGHT
digital signage content are videos, animations, social media feeds or RSS feeds.
The latter two are the most likely to keep the content as fresh and exciting as
possible, and they’re low maintenance. However, if a company’s social media
account is being displayed, it’s essential that it is kept updated.
KEEP IT SIMPLE
At first glance, simplicity may seem contradictory to producing amazing
content, however, good visual communication should always be concise, easy
to understand and memorable. Establish whether your content is interactive or
not and then focus on delivering one key message, as too much information can
overload and distract the viewer.
PLACE A CALL TO ACTION ON EVERY SCREEN
Start a call to action with a verb, keep the verb and subject close together, and
embed it in each screen being used (e.g. ‘Get Yours Today’, ‘Get Started Now’ and
‘Try it for Free’.)
MAKE IT USEFUL, NOT ONLY COLOURFUL
When content is being designed, make sure it enhances the experience, not
detracts from it. For example, many menu boards will use a dedicated attraction
screen for this type of animated content, such as McDonald’s, where the content
flows well and the actual menu is not affected. All content elements must work
together and not compete against one another.
OFFER VALUE, NOT TECHNOLOGY
Often companies engage in technology, while not fully understanding how it
will add value to the customer experience. The key question needs to be asked,
‘What will the customer gain if they pay attention to my content?’ Will they be
entertained or more likely to make a purchase, or both? Does it offer them some
sort of discount?
the brand or product. However, fortunately with sound analytics and research
available nowadays, there is no excuse for effective content not to occupy the
digital screen.’
RELEVANCE
Certain digital signage software solutions are available that allow you to examine
how long your customers will look at a display, whether they engage with it and
what their emotional reaction is. This information can be used to your advantage
when you know your customer’s profile and needs, so that suitable and relevant
content can be created.
UNINSPIRING CONTENT
Even if your content is relevant, that doesn’t mean it’s a winner. Sometimes
digital displays simply advertise a product’s price, and nothing else. It’s not
useless, as it may drive a few sales, however it’s only revealing a fraction of the
message. A key element to inspiring content is that it doesn’t just deliver sales,
it also boosts brand awareness and value. So, with all your content, you need to
ask, ‘how will this improve my brand?’
LACK OF ENGAGEMENT
Some displays fail to engage the audience in a conversation with the product,
brand or service. Digital signage offers many tools, one of which includes social
media integration. You can integrate a social media newsfeed from your brand
and encourage your audience to like or follow your pages.
Or you can integrate a camera in your display, so users can take selfies against
backdrops or augmented reality elements, such as a virtual sports jersey.
However, you don’t need to turn your display into an interactive marvel,
but you do need to discover a way for your audience to care about and
communicate with your brand. Neglecting engagement to advance sales is a
recipe for disaster.
When Ridl was asked by a new client, ‘Why do my customers turn up their
noses at our digital signage?’, this was his summarised response: ‘Essentially
it boils down to three components: relevance, uninspiring content and lack of
engagement. The real problem however, is that if the same content continues to
be shown, the more irritated the customer becomes, to a point of no return to
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