Digital Signage Content Rules that Taste Good

Posted By Nate ~ 5th July 2011

The following five content rules all reference food. Perhaps it was due to the fact that I was hungry when I wrote this post. Or maybe I was just in a weird mood in general. Or, maybe it goes along with this weeks theme here in the United States: Thanksgiving! Whatever the case, the following pieces will be very helpful for you when attempting to find ways to create digital signage content.

“Taco Time is fresh!”

Does anyone recall the old Taco Time commercials, advertising freshness. Nobody likes a stale taco, but certainly no one likes stale content either. Interestingly enough, stale content can cause a network to fail. Once regular passersby fail to notice due to lack of changing content, they are less likely to look again the next time. Keeping your content fresh and engaging is of the utmost importance. This is not only true in the retail sector, but also applies for those using digital signage for a corporate communications tool. Does the term “clerk burn” ring any bells to anyone? It takes a lot more work than you may know to keep your audience actively and regularly engaged. But it can be very effective if it’s a goal your network seeks.

Do the chocolate/vanilla swirl!

Sometimes it’s best to mix, rather than just go plain–especially when it comes to media. As a media outlet, digital signage holds great potential especially as the technology continues to marry itself with existing disciplines. So, when you’re planning content, make sure that your online content and out-of-home content coincide. In addition, dynamic signage means just what it implicitly states. Remember that rotating static images is not as dynamic as some might claim. So, mix it up with video, Flash, RSS, and touch capabilities. Don’t keep it so boring that your audience will want to fall asleep.

Don’t make it like Chuck-a-Rama

Yes, Chuck-a-Rama has its advantages, but in my mind it’s a simple substitute of quantity with quality. Just about every all-you-can-eat buffet I’ve been to seems a bit sub-par. It is also interesting to note that a “chuck wagon” type restaurants generally only attract a very thin niche. In order to make your content workable it must be viewable. It’s haphazard nature shouldn’t induce vomiting.

The Cherry on Top

The devil, and the success for that matter, is always in the details. Details show that you are concerned with the reaction of the content that is being displayed. I recently saw a display that had a “radar swoop” around a dynamic weather feed that circled the weather when the weather would toggle between current and forecasted conditions. It was the icing on the cake, or the cherry on the top. It was that little detail that made all the difference. It was engaging to the eyes, but it made me think “woah, these guys actually care.” Content needs that type of TLC.

As network operators struggle with regular updates, it may be wise to consider some of the aforementioned ideas to keep content fresh and lively. It reminds me of the saying, “you think you’re a All-American hot dog, but you’re really just a cold Polish sausage.”