Video

Bridging the Gap in Digital Signage Content

20 March 2024•0:40

I address the perceived tension between company objectives and audience needs in digital signage. With screens running 8-24 hours daily at high frequency, there's ample opportunity for diverse content; the real challenge is usually having too little content, not too much.

Key Takeaways

  • Screens operate 8-24 hours daily, providing extensive exposure opportunities
  • High-frequency viewing means both company and audience content can coexist
  • Content scarcity is the typical problem, not content overload
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Bridging the Gap in Digital Signage Content

I address the perceived tension between company objectives and audience needs in digital signage. With screens running 8-24 hours daily at high frequency, there's ample opportunity for diverse content; the real challenge is usually having too little content, not too much.

Key Takeaways

  • Screens operate 8-24 hours daily, providing extensive exposure opportunities
  • High-frequency viewing means both company and audience content can coexist
  • Content scarcity is the typical problem, not content overload

Topics

  • Content Strategy
  • Business Strategy

Transcript

We know that there is a disconnect between company objectives and audience needs when it comes to digital signage content. Customers often worry about this, but there's really no need. The screens are on in these environments for 8, 12, or 24 hours a day, and people are going to be seeing the screens at a really high frequency. So there is plenty of opportunity to put up the content that everyone wants. In fact, the problem isn't usually that there's too much content, it's usually that there's too little.