Successful Digital Signage Content: A Guide

It’s been proven, digital signage displays capture more views than traditional posters and advertisements. However, creating successful digital signage content requires careful consideration. A lot of companies attempt to handle the content strategy on their own, thinking that engaging with a digital signage company is an unnecessary expense. And we get that.

Sometimes, you just want to try it on your own first. If you’re starting to develop your own digital signage content, here are a few things to keep in mind.

Start with a content strategy

Before developing your digital signage content, identify your objective. Will it be to showcase a product or service, lower the cost of information distribution or give directions at specific locations and events? By pinpointing specific objectives before creating anything, digital signage content can be well coordinated to achieve a defined goal. As a general digital signage tip, keep your objectives specific, measurable, attainable, realistic and time-bound (SMART).

Slides, pictures, graphics, animations, videos, live feeds, interactive content or content from your existing knowledge base – there’s a wealth of data that you can use. But remember, select only the ones that will help you achieve your goals.

Observe good zone geometry and spacing

Think like an architect when designing your content strategy. Start with selecting the proper layout that would best communicate the information that you want and the call-to-action you desire. Borrowing some design best practices from different industries, we have suggest considering the Rule of Thirds (a photography heuristic) and the Z Layout (a UX design tenet inherited from web design).

The rule of thirds, first introduced in 1797, has become a rule of thumb in photography. It serves as a guide for laying out visual images to nine equal parts by two equally spaced horizontal and vertical lines. By following the rule of thirds, photos in your digital signage player can have more tension, energy and interest.

Finally, you may also opt to use the Z Layout – mostly used in web design. The Z Layout claims that readers naturally follow a “Z pattern” when scanning a screen. Their eyes move from left to right, then downwards in a horizontal direction; and from there move from left to right. This helps in prioritizing which content should be placed on a specific zone such as the company logo, a sub-heading or navigation instruction, product or service information and a call-to-action.

Choose the right font

As another digital signage tip, it is best to use fonts that have uniform stroke width. This is mainly because they work best in both low and high resolutions and are legible from a distance. Mainly used in websites, posters, slides, and especially in titles and headers, sans serif is the best choice for digital signage players. This tip is backed by a Nielsen Norman Group study.

Set call-to-actions

A call-to-action (CTA) is designed to prompt an immediate response. The content starts with an imperative verb such as “know more,” “call now,” or “download app.”

Limit videos to 15 seconds

If the objective of your digital signage player is to increase sales, then you will find this digital signage tip most useful. A study conducted by Raymond R. Burke of Indiana University showed that limiting advertisements to 15 seconds and running them on a continuous loop can help increase sales by more than 50%. This is especially useful if the screens are mounted in a place with high foot traffic, where customers have little time to actually stop and pay attention to the video. Unlike advertisement videos created for television, digital signage content must be straight to the point, simple and relevant.

Transition images every seven seconds

When rotating images on your digital signage players, give sufficient time for the viewers to digest what you are showing. A good rule of thumb is to switch images only after seven seconds. With that in mind, use motion sparingly and try to grab attention without sacrificing readability.

Ready to start?

When crafting successful content, it is important to observe best practices. With that in mind, the last digital marketing tip that we’ll provide is to partner with a digital signage company. While it’s possible to create impactful content, working with digital signage experts makes it easier to get the right content on the right screens.

Android 2.0
Android 2.0

Later this month, we'll be releasing version 2.0 of our Content Player (CP) for Android--get a sneak peek a...

Next Up
Static or Interactive Content: Which is Right for You?
Static or Interactive Content: Which is Right for You?