Playlist vs. algorithms: intelligent programming at service for productivity

Communication screens are, of course, a means of communicating information to customers or future customers. But they can also be used inside the company, for employees. Digital signage is an internal communication tool that helps to build commitment and a sense of belonging. 

Before integrating screens into your communication plan alongside other solutions (social networks, intranet...), you need to think about the best way to manage the creation and distribution of your content. Solutions are available to simplify content management for complex, multisite sites, involving a large number of users and varying degrees of content granularity. 

Playlists: a false good idea 

Many companies tend to use in-house playlists for their communication campaigns. By playlist, we mean the use of a series of slides shown in a pre-programmed order. These messages are played one after the other, like a slide show on a loop.

The use of these playlists presents some real difficulties. First of all, they require communicators to manually create broadcast playlists for each screen in their fleet. These are time-consuming tasks, which impact on productivity, especially when large fleets are involved. Another limitation of using these playlists is that, because they are programmed in advance, they are not contextualized, i.e. adapted to the environment and the target exposed to the message. 

Pourtant, un affichage dynamique optimisé doit tenir compte de quelques règles de marketing contextuel. Pas uniquement réservée à la communication en points de vente, la contextualisation des messages trouve tout son sens dans le cadre d’une communication interne. Les informations diffusées pour un site ne le seront pas forcément pour d’autres. Il s’agit d’ailleurs d’une raison pour laquelle certaines entreprises ont fait le choix de s’orienter vers une stratégie de communication glocale.

Intelligent algorithms: the choice for productivity

The use of algorithms is an excellent alternative to "in-house" playlists. Unlike playlists that are manually programmed in advance and don't necessarily meet the audience's needs, algorithms will intelligently adapt to the context, taking into account data linked to weather, geolocation, day, time and demographics.

The algorithms will then build an infinite number of communication scenarios adapted to their broadcasting context, for ever more targeted communication. Another advantage of these intelligent solutions is their productivity gains: with intelligent contextualization, there's no need to program playlists in advance for the different screens in your park. Algorithms enable more efficient communication and save precious time.

Better message recall

Digital signage SaaS software allows you to give the right instructions to the algorithms, to program displays according to different rules: for example, a video can be scheduled to be shown a certain number of times at a certain time of day. 

Communication is more impactful because it's better targeted, with the double benefit of saving campaign programming time. It's also the option that guarantees the best memorization of messages by employees:

"60% of consumers are likely to remember a message broadcast in a relevant context".

IAS, The power of context

How can you make content programming easier?

In addition to the use of algorithms, there are a number of other best practices to follow for easier content programming:

• First and foremost, you need to make programming easy by opting for a simple, intuitive interface that will be easily adopted by your teams. SaaS or Content Management System (CMS) solutions let you manage screens and content from any device.
• Another tip is to segment your display fleet by grouping them according to common characteristics, for precise programming and even greater productivity.
• From an internal communications point of view, we shouldn't forget that internal company data can also be excellent messages to relay in real time via digital signage. Customer satisfaction levels, product stock levels or even sales progress can all be used to motivate and motivate sales teams, for example.

Cenareo fournit des capacités de planification intelligente qui épargnent des efforts de programmation tout en répondant à vos besoins spécifiques, grâce à une communication adaptée au contexte.

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