3 Question Survey on Digital Signage Content

GOOD? BAD? or UGLY?

Thank you!

Relevance; constructing content to carry a company’s messages in a manner that has meaning to the specific audience whose behavior the company is seeking to influence. OK…now how does one do that?

Even before companies decide to make DOOH part of their marketing and communications strategy, they usually have a good idea of who the most likely buyers of their products or services will be. The choice of network depends in part on the habits of those buyers—digital signage needs to reach them in places they are most likely to be, at the times they are most likely to be there. But it is the content itself that takes its cue most directly from the intended audience.

As with any type of marketing, a solid understanding of the audience is what will provide the keys to creating compelling content. Further, because digital signage allows marketers to take advantage of so many variables—from the length of a content segment to the time of day it appears—it is vital for marketers to understand their specific audiences at a high level of detail…including Behavioral Attitudes, Demographics, Emotional Relevance and making the content relevant to one’s environment and what the audience is doing in that environment.

If one looks at the Golden Triangle of Digital Engagement, one can see this is just a portion of considerations for creating a successful digital signage engagement.

Technology/Audience/Media

When engaging the digital consumer one must keep an additional three things in mind. 1. Create a Two Way Street.  Let them share the experience and talk to you the brand. 2. Create a Compelling Experience…where the consumer actually looks up from their pocket screen and engages with your retail screen (s). 3. Create the Latent Conversation. If the experience is engaging enough, the consumer will give up their personal mobile number or email and opt in.

Remember that it is no longer about the screen on the wall or the kiosk in the corner, that is quickly becoming glance media in the retail environment.

In every DS network type, whether it is POT, POW, POS.the message changes as we arrive closer to our point of decision to make a purchase

In my last three blog posts, I talked about each type of digital signage DOOH network and how it directly relates to the content that one would put on that particular type of network and why recognizing a network type will get your mind wrapped around what type of content works.

It is interesting to note that as the consumer travels along the path of purchase and as they come across each type of network the message changes, not only by what type of network but also where in the path to purchase the consumer is.  So if one can keep the branding, the story, the look and feel similar and change the message then one can transform and peak the purchase decision at the right point in the path.

Transmedia is  to tell the story across many platforms.  If one can use the types of networks to begin the story and end the story, then one can influence the purchase at the right time, in the right context and lead the consumer.  For instance if we can start the story in a Point of Transit (POT) or Point of Wait (POW) network and end the story at a Point of Sale (POS) network then curiosity for the rest of the story can take place, even if the rest of the story is on a mobile device and the purchase takes place there.

The relationship between the story and stages of the story and the path that the consumer is on is something that in an omni-channel world is more likely to be a coordinated effort.

So start the story ACT I on a POT network, ACT II POW, ACT III POS.  Another way to look at this is to “peak the purchase moment”.  Leading up to the sale is the journey and it ends with a purchase.

As a brand, one would like to travel with that consumer along the journey all the way from the beginning, the middle and the end.  The brand can potentially tell a cohesive story with the right messaging at the right time using the various digital signage/DOOH networks and then prompt the purchase in-store or on a mobile device.  This is the true transmedia experience.