Why Digital Signage? - Creating customised Digital Signage Content (Part 2)

Content may be the most important element of any digital signage deployment, especially in Southern Africa.
Now that you have aligned your marketing communication with your digital signage strategy, you can use the following steps to build your customised digital signage content.

These six essential steps are best used at the beginning of building a network so that you can fine-tune your reasons for building the network in the first place and ultimately ascertain who is going to watch and what they will see.

Network Type

This can be broken down into three areas, namely:
  • Point of Wait networks are all about dwell time, whether waiting in a hospital waiting area or waiting for the elevator.
  • Point of Sale networks are about retail and the customer. The goal of these networks is - How can I help you buy something today?
  • Point of Transit networks are all about people on the go. These include networks in airports, railway stations and digital billboards at taxi ranks.
Understanding your exact venue and placement of screens within that venue is crucial. Consider what is appropriate for the mindset of the customer in that venue at a particular time. The venue itself is going to determine the rough sense of content that will be relevant to the customer based on his or her activity while in the venue. It's therefore important that the screens be located in appropriate places where the customer will be either at a wait point or where the screens can grab the customer's attention along a drive aisle. This may be at the point of wait, point of sale or point of transit to grab the customer's attention on their path. Clearance to view and length of message will fall out of the analysis of placement.

Network Goals

Whatever the type of network and venue, the purpose or goals of the network can be dramatically different from one venue to the next. If you consider why you're building the network, then you can focus on the goals of the network.
  • Is it to sell products at the shelf or is it an advertising network at a point of wait?
  • Is there other information that is critical to the customer? For example, is this a transit network that also displays arrival and departure times, etc.?
Determining the goals will help you determine what will be in the loop length and where the screens will be placed.


The basic demographic information needed to assess the audience gender, age and income. Further information also is going to be very helpful including
  • What is the audience's ethnicity?
  • Are they from the city or suburbs or rural?
  • Are there different audiences at different times of day?
  • What are the emotional driving factors?
These are questions that are simple to answer for most venues but can create a complex playlist and loop dependent upon the time of day and audience demographic.

Dwell Time

The amount of wait time in front of the screens will determine length of the loop played. Dwell time may change according to the time of day. The dwell can range from hours to seconds. For instance, in hospital waiting areas the dwell time can be 1.5 hours or longer, whereas dwell time in a quick service restaurant may be only seconds. This also will determine the speed at which the message is delivered.

Visits per Month

How many times a viewer visits the venue in a month will determine how often the content needs to be refreshed. For instance, if your network is in a retail supermarket, most visitors are in the store weekly and sometimes twice a week. This means that you need to refresh the content at least partially every week and potentially twice a week. The psychology behind refresh is simple. Once a viewer has seen the content, then he will potentially ignore it in the future. If a viewer has seen the content twice or three times on two or three separate visits, then he may be inclined to not look at the screens at all the next time he is in the venue and perceive the screens as not helpful.

Although these are not the only factors to develop content and develop a network, these are basic and strategic in nature. There are many other considerations in building a successful network, no matter what type of network it is. Using these as building blocks raises many more questions that will then need to be addressed. As one develops a network, other issues will come into play, including network identity, relevance, measurement, templates, content feeds, etc.


More and more companies are using digital signage to enhance, inform, up-sell and improve their business performance. We at Moving Tactics have the experience and knowledge to work with you to create and build a customised digital signage solution that will deliver on your business requirements.

Moving Tactics is a leading South African digital signage solutions company which develops integrated digital signage technologies and is constantly creating innovative moving media solutions for contemporary retail spaces. http://www.movingtactics.co.za

26 Oct 2012 11:25