Photo courtesy NEC

They say that when it comes to digital signage, “Content is King.” That’s because content is the part of the puzzle that assures that the communications results are achieved by the medium. Dynamic digital signage can deliver a large number of messages, and as the use of digital signage continues to grow, so does the need for content “spots.”

 

Sign and digital graphics print providers are well suited to providing digital signage content because of their knowledge of sign message construction, awareness of branding and merchandising message approaches, and because of their command of the infrastructure of digital graphics tools. Firms that produce static signs and websites are able to expand their services into content production for digital signage fairly easily.

 

DDS differs from other communications devices such as static and exterior signage, posters, websites, video, newspapers, circulars and other forms. Each device is unique in how much viewer attention it can attract and hold, the messages it can deliver and what a viewer is typically doing when they see the messages. Internet users, for example, are reading and “clicking”, TV watchers are sitting, watching and “flicking”, print readers are scanning, reading and “flipping”. 

 

Viewers of digital signage are out-of-home and typically moving from one place to another, waiting or involved in some other primary activity such as shopping, eating, resting, being entertained, observing, studying, etc. Digital signage viewers:

• Scan messages in an environment and “de-select” or pay little attention to messaging they do not see as relevant;

• Are drawn to animation, moving images, faces and subjects that they have an interest in or an affinity with;

• De-select messages that are more challenging to ingest, i.e., too much information, difficult to read, too “busy”, etc.; and

• Want to see a complete message (i.e. one that correlates to their viewing duration).

 

EFFECTIVE MESSAGES

DDS content is most effective when clear, short textual messages are presented with graphics and motion as a DDS content spot. The best DDS spots present basic information and ask for action in a succinct and direct manner. 

 

A message is best delivered in three-second increments—with the three-second messages combined to form a spot of five-second increments (including message entry and exit). For example, a 10-second sports game promotion spot would include three short messages including the teams that are playing, the game date and time and a “call to action” to buy tickets.   

 

The duration or length of a spot should be in context of the viewing time and the overall time of the play loop. As guidelines, a complete spot should be easily viewed during a single viewing episode, with multiple spots typically being presented in the same viewing episode. As with other media, DDS spots become “stale” and are easily overlooked after being viewed seven times. Fortunately, a DDS spot can be recomposed in variations of the same message with minimal effort. 

 

The following offers a simple message framework for content spot development:

 

Photo courtesy NEC

THE MESSAGE 

Text within the message should be in an easily readable font and size, and employ good color contrast with its background. It should state the subject, value proposition and the call to action (i.e. the message can direct viewers to an Internet site, telephone number, print publication or a location. 

 

Digital signage content spots typically have a call to action implicitly or explicitly directing a viewer to do something such as “plan to attend”, remind your friends”, “visit the site,” “sign up,” “remember”, “take note”, attend, register, visit, dial, download, buy, etc…

 

Graphics—Graphics might be a logo, brand name, product or visuals of the typical or targeted user, a usage scenario, and benefits expected, comparisons to an alternative, etc.

 

Motion—Motion can be achieved by moving the text or graphics such as a transition, zoom in or out, shifting display location on the screen, slight “jiggling” or “toggling” images to produce a flashing or blinking effect. (Blinking eyes are especially eye-catching and simple to produce). Video or flash animations can be used effectively in DDS spots.

 

Audio not essential—DDS spots should deliver a message effectively without the use of audio. In cases where audio is essential, short textual quotations or captions may offer a visual alternative. 

 

Brand and Merchandise—A particular strength of messaging using digital signage is that DDS spots both “brand” and “merchandise” at the same time. The presentation of graphics and a value proposition can generate or reinforce awareness as measured by recall or viewer attitudes about a brand. Merchandising is the “selling” of an offering toward an action on the part of the viewer such as purchase, information gathering, download, visit, call, sign-up, etc.   

 

BORROWING ELEMENTS

Messages composed for other communications devices offer a good source of composition elements for DDS spots.

 

PowerPoint—PowerPoint or keynote slides offer ease of composition of text and graphic elements. Individual slides can be saved as .jpeg or .pdf files for DDS playout, but will lack the motion that compels notice, viewing and action.

 

Web Content—Website content is typically too busy and information-intensive for DDS, but text and graphics from Web sites can easily be repurposed to suit DDS viewing and messaging. 

 

Television—TV and video message spots are typically too long in duration for effective DDS presentation since they are designed for viewing while sitting and watching a display screen. TV spots can also have a heavy dependence on audio to engage viewers, develop excitement or deliver a message or call to action.  

 

Posters—Posters and static signage offer excellent DDS spot elements and composition approaches. The text is typically “to the point” and the graphics are simple and compelling. Posters are often informational and imply a call to action, which can be added to be a more explicit element of the DDS spot. The DDS spot can draw from poster or static signage elements to express “what the offering is,” “why it is beneficial and has value,” and “what the viewer should do next”.

 

Display Ads—Magazine display ads also offer good text and graphic elements to use for DDS use. Magazine ads tend to focus on branding to generate or increase awareness. In using magazine ad elements for DDS spots a call to action should be added.

 

Newspaper Ads—Newspaper and circular ads tend to merchandise (i.e., sell a product or service) while also generating brand awareness, so offer an excellent source of text and graphic elements.   

 

Photo courtesy NEC

CONTENT STANDARDS

Content and Advertising Standards offer a framework to help assure that the DDS spot is not perceived in a negative light or tests legality. The American Association of Advertising Agencies (AAAA) has published advertising standards of practice (www.aaaa.org), which direct that no advertising should contain:

• False or misleading statements or exaggerations, visual or verbal;

• Testimonials that do not reflect the real choice of a competent witness;

• Price claims that are misleading;

• Comparisons that unfairly disparage a competitive product or service;

• Claims insufficiently supported, or that distort the true meaning of practicable application of statements made by professional or scientific authority; or  

• Statements, suggestions or pictures that are offensive to public decency.

Standards of practice on digital signage content in the style guide for a network operator, content producer, communicator or advertiser should reflect that content presented on digital signage should not: 

• Infringe the legal rights (including copyrights, rights of privacy and publicity) of others;

• Cause any damage or disadvantage to others;

• Disturb public order;

• Reflect a criminal act;

• Present or distribute any third parties’ private information without obtaining approval from such third parties;

• Disgrace others;

• Defame or libel others;

• Offer digital files for access or download that contain viruses, corrupted files that may damage the operation of others’ computers;

• Present unlawful or prohibited information; or 

• Reflect any other activities that the location provider of the digital display deems inappropriate.

 

A Code of Advertising Standards was published in Canada in 2005 and offers a comprehensive framework for marketing and other communications. See  http://www.adstandards.com/en/Standards/canCodeOfAdStandards.aspx.

 

A good way to improve DDS content design and composition skills is to look at DDS content spots and gauge the ways that you, as a viewer, are affected. Be the judge by asking yourself the following while considering the viewing environment:

• What would make the intended message more clear or easier to absorb?

• What was good about it? 

• Was the value proposition clear?

• Was the call to action clearly presented and compelling?

• What did you find distracting and/or non-essential to the message?

• What would you change to simplify or empower the message?

 

Many examples of DDS spots can be seen on operational displays and as capability demonstration spots at the website of DDS content producers. Additional information about DDS content composition is available from numerous documents including two whitepapers. These include “Best Practices in Digital Signage Content” published by the Digital Signage Association, and “The New Madison Avenue Diet—The Strategy for Performance-Focused Dynamic Signage Content”, published by Alchemy, a division of St. Joseph Content. Also, the Digital Signage Forum is an online resource that includes several discussion groups and sessions on “Content” are included in the conference programs for The Digital Signage Show, Digital Signage Expo and InfoComm.