Communication screens: a contextual medium

Screens are widely used communication media. Their size, brightness and dynamic content are irresistible eye-catchers. But above all, they are excellent contextual media, enabling a brand to fully adapt its communication to its audience.

Contextual marketing applied to digital communication on screens is thus becoming a priority lever for increasing message recall or average shopping basket. Provided, however, that you opt for relevant broadcast scenarios that create value for the audience, and are based on the right data.

❓ What is context media?

Contextual media do not use personal audience data, but only knowledge of the message delivery environment. It relies on the match between the message and its delivery context.

"Communicate the right message, in the right place, at the right time." 

This is the formula that sums up contextual marketing. It's obvious that we'll be more receptive to an ice cream ad, for example, if we're on a beach in the middle of summer, or that a prevention message about the dangers of the road will have more impact if I'm on my way to my car after leaving the office...

🧠 Contextual marketing, a strategy that promotes memorization and engagement

Delivering a relevant message helps it to be remembered, and also increases the target's commitment to the brand. The message will also be perceived as less "intrusive", and may even be viewed positively. The aim is to align the advertising message with its context. 

A strategy that pays off, since 56% of consumers have a more favorable opinion of brands that place their advertising in relevant content*. This explains the success of "Push" media, which use contextual targeting to automatically "push" content to a target audience based on their browsing habits or searches...

*According tothe new IAS study "The Power of Context

🎯 Screens: more than "digital flyers", contextual media

Screens have become an integral part of contextual marketing. They attract attention, which is why it's important to make them visible to a large number of people, so that they can carry out their activity while assimilating messages adapted to their environment. 

Screens have literally revolutionized offline communication, and if they're flourishing everywhere from Times Square to shopping malls to corporate offices, it's because of their ability to become contextual media. Companies and advertisers can now imagine a multitude of communication scenarios.

💬 How can you contextualize the broadcasting of your messages?

To contextualize these communication scenarios, we can essentially rely on three levers. The relevance of the campaigns will then depend on the parameters chosen and the way in which the right data is used.

• Add custom broadcast parameters

Digital signage campaigns can be parameterized according to specific times. For example, a restaurant chain might choose to highlight a special "breakfast" offer between 7 and 10 in the morning.

The frequency with which a message is broadcast can also be modulated according to its importance. For example, an alert concerning the use of barrier measures during a pandemic deserves to be broadcast more often.

Some CMS even allow you to increase the frequency of message distribution over time. The date of a trade show or event is approaching? It will be all the more relevant to remind your audience more often that the date is fast approaching, thus increasing the impact of your message.

• Trigger certain content automatically

It's obvious: the weather influences our emotions, and therefore also our purchasing behavior. 70% of economic activity is "weather sensitive".*. That's why it's a good idea to program weather-reactive digital signage campaigns. A travel agency would be well advised to promote a sunny destination in the middle of winter, for example.

The automation of on-screen content delivery can also be based on other contextual targeting: motion detection, or even facial detection, which takes into account socio-demographic data linked to the people exposed. For example, the same travel agency might offer a cruise to senior citizens, while directing thirty-somethings towards another, more suitable type of trip.

It is also possible to create interactive campaigns. Interactive digital signage thus becomes a way of interacting with your audience, serving to continuously improve the customer experience. An excellent way to gamify your point-of-sale or internal communications to boost audience engagement.

*According to the US Department of Commerce. According to Climpact-Metnext, 40% of consumer product sales are influenced by the weather. 

• Responsive digital signage

Finally, digital signage can be used to broadcast content in real time. Displaying a company's stock data will provide a valuable source of information for internal teams. They can, for example, create a sense of urgency, prompting customers to buy when stocks are almost exhausted.

Communication managers have the opportunity to exploit the content published by their company on social networks, with digital signage providing a new lever for disseminating it. It's a great way to make the most of this content and enhance your brand's e-reputation.

Finally, marketing and customer relations managers can feed their campaigns with local or news-related information via public RSS feeds that can interface directly with the screens.

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Thanks to its digital signage solution, Cenareo can deliver contextualized content that creates value for your targets. The result is high-impact campaigns offering maximum return on investment.