What content strategy for your digital signage screens?

"There's no good wind if you don't know where you're going". In other words, if you don't have a strategy and a defined objective, you won't get results. This is particularly true of digital signage campaigns. All too often, the broadcast strategy does not take into account all the optimization parameters, both in terms of content creation and the broadcast medium: the screen. Here are the questions you need to ask yourself to ensure that your content is always of the highest quality, and always showcased to best advantage!

Content creation for digital signage

What is the strategic objective?

Do you want toincrease brandawareness? Change your brand image?

• Are you looking to build customer loyalty or awaken prospects?
• Do you want to talk about your brand, product or offer from service ? A promotion?

What is the purpose of the message?

• Generate sales?
• Delivering experience?
• Delivering information?

Answering the question of the communication'sobjective helps us to better construct the message. If these elements are clear to you, they may not be to the creative team in charge of building your campaign. It's important to dwell on the creative brief: in addition to clearly expressing the objective of the communication, it's essential to specify the constraints of the medium. Screen content depends on technical constraints as simple as orientation and audience (moving in front of a shop window, or waiting at the checkout).

We mustn't forget that thevisual aspect is as important as the message itself: the content of a digital signage campaign can't be good without being beautiful...

➡️ If you're new to digital signage and content creation, check out this article on the basics of creating visuals for screens. Then discover the free content creation tools that can help you.

Adapt to the context of dynamic content delivery

Is the message in line with the season? Peak hours? Time of day? The context (your news, your competitors' news)?
To ensure that your message is delivered in the right way, and better still, remembered, you need to answer all these questions before creating your dynamic content.

Contextualization

Take into account your target audience'senvironment at the moment they are at contact on the display screen: these parameters can be as varied as the time of year, current events, the weather or even the broadcast schedule. For example, it might be more appropriate to broadcast a video for a refreshing drink on a sunny afternoon. While this example may seem crude, it nonetheless reflects a certain reality.

Adaptability and content management

On the contrary, campaigns can be contextualized when they are set up, but independent events can upset their relevance: it's necessary to be able to quickly readapt content or review its distribution parameters. The advantage of CMS (Content Management System) dedicated to digital signage is that content can be controlled in real time.

Screen placement and orientation

Where is the screen in the customer journey?

• What "state" is the audience in when the message is broadcast?
• How long will the audience be at contact ?
• What is your screen format (horizontal, vertical, totem, terminal...)?
• What will be the screen exposure/brightness?

The question of location is crucial to the creation of a campaign: positioning your screen correctly is crucial. (See our 5 tips for positioning digital signage screens). "Location" can be defined by the screen's position in space, or its place in the audience's journey. It's a question of adapting the content to the audience's intellectual availability: the duration of the video or image, or its interactive nature.

Reading ergonomics must be optimized: while the screen's exposure will determine its brightness settings and the colors chosen, its position in space will determine the content's background.

Ensure maximum deliverability of your messages by building a strategy around your content, its context and your target's environment. And...objectives achieved!

Cenareo is a digital signage solution that makes it easy to create, manage and distribute content on your broadcast screens. Its intuitive, scalable Saas solution is perfectly adapted to the needs of communications professionals in all sectors of activity: Point of sale, Internal communications, Hotels and Restaurants but also DOOH.

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