Some say the most important thing for outdoor digital signage is the content. Others claim that it is the consumer, but the truth is that without the complete solution none would benefit.
By Stephanie Gutnik*
The phrase "content is king" is so popular in the outdoor digital signage sector that its mention is starting to cause impatience. Although "content" can be a sterile word, it needs to be paid close attention.
In the outdoor digital signage market, the medium will remain a commercial value as long as the visual, auditory and interactive material is used correctly. Why is content king? Because considering that people spend more than five hours a day in front of a screen, even when they don't turn on their televisions (The Wall Street Journal/Emarketer), developing unique and engaging content is of the utmost importance.
But behind every king there is a queen, and in this case, it is the context. An advertisement is successful if the content is attractive enough for a viewer to not only accept your message, but also act in accordance with your instructions, whether that involves sharing it on social media or making a direct purchase.
Jon Bond, director of Tomorro LLC and speaker at the 2013 DPAA summit, noted that the digital signage medium will depreciate unless it takes into account the consumer environment and user experience.
Making a refocusing and assigning of buyers is the answer to achieve successful signage. In a world of cross-platform experiences and media integration, marketers are overwhelmed with information and trying to find the ideal mediums to locate and communicate with the desired audiences.
Since seventy percent of waking hours are spent away from home, the integration of outdoor digital signage into a marketing plan allows focusing on specific buyers and the refinement of messages according to the stages that consumers follow to make a purchase.
Additionally, signaling software will not do its job well if information about data and dissemination (with verification by an external auditor) is not provided to networks and agencies in an intuitive and transparent manner.
Ken Auletta, writer, journalist and media critic for The New Yorker, mentioned that because of technology, the real king of digital signage is the consumer. The effectiveness of outdoor digital signage as a means of communication depends so much on the consumer that this factor should be the ace of the game. At the end of the day, all the cards are strategically arranged, in such a way that it is better to win the hearts and minds of buyers and persuade them to take the risk.
There is tremendous potential for digital signage located in specific environments if everyone plays their cards right. This is the time to show your best hand.
