The Digital Signage Association recently released a report on best practices for digital signage content. They outline more than 50 variables in 7 categories: Content, Relevancy, Interaction, Schedule, Placement, Refresh and Attraction. Reflecting on my experience in the digital billboard industry, I strongly agree that the best campaigns I've seen, seek to capitalize on several, if not all of those key terms. I'll break them down:
Content. What are you saying? As with traditional outdoor, your message should be short and sweet.
Relevancy. How does it apply to your audience? Engage them with information they care about. Let them know how you can improve their circumstances.
Interaction. How would you like them to respond? Should they call? Send a text? Visit a website? It's their move- make sure they understand their next step.
Schedule. When is it playing? The flexibility of digital encourages the use of dayparted messages, updates, countdowns, etc... Taking advantage of these options will make your ad more exciting.
Placement. Where is it playing? If you're buying more than one sign, use a slightly different message on each one. It could be as subtle as featuring different phone numbers with local area codes.
Refresh. How often does it change? Don't let your message become scenery. Depending on the business, I usually recommend changing it up at least every week or two.
Attraction. How does it look? Bold font, bright colors, no white backgrounds. Your ad should be aesthetically pleasing.
You've made a great choice by purchasing a spot on a digital outdoor network. You'll be reaching out to thousands of people every day with one of the most exciting, enticing new advertising mediums around. But REMEMBER, the space is only as good as the ad that fills it.
Content. What are you saying? As with traditional outdoor, your message should be short and sweet.
Relevancy. How does it apply to your audience? Engage them with information they care about. Let them know how you can improve their circumstances.
Interaction. How would you like them to respond? Should they call? Send a text? Visit a website? It's their move- make sure they understand their next step.
Schedule. When is it playing? The flexibility of digital encourages the use of dayparted messages, updates, countdowns, etc... Taking advantage of these options will make your ad more exciting.
Placement. Where is it playing? If you're buying more than one sign, use a slightly different message on each one. It could be as subtle as featuring different phone numbers with local area codes.
Refresh. How often does it change? Don't let your message become scenery. Depending on the business, I usually recommend changing it up at least every week or two.
Attraction. How does it look? Bold font, bright colors, no white backgrounds. Your ad should be aesthetically pleasing.
You've made a great choice by purchasing a spot on a digital outdoor network. You'll be reaching out to thousands of people every day with one of the most exciting, enticing new advertising mediums around. But REMEMBER, the space is only as good as the ad that fills it.
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