Key Takeaways

• Physical screen placement guarantees audience location, unlike email or mobile notifications
• Location certainty enables context-aware messaging and specific action triggers
• This unique advantage should fundamentally shape content strategy and planning

Topics

• Content Strategy
• User Experience
• Communications

Transcript

There are so many things about screens which set them apart from every other digital channel. And I think one of the most important ones there is that you know exactly where the audience is going to be when they see that message, because you physically placed the screen up on that wall. Right, now this is different to say, sending an email or even sending a notification as you're doing some kind of sophisticated tracking and push. You have no idea at what point that email will be read. Maybe it's read at home, maybe it's read at work or the commute or something like that. But when someone sees that message on that screen, you know that they are there. Now that gives you a unique context, which you just don't get through other digital channels. And that really should be considered in how you're planning out your content. So if you want to trigger a specific action to happen in this environment, this is your opportunity to do so. You know that they are there, you know the time that they are there, and then you can really trigger what you want to happen next. And that is quite unusual in digital to have that opportunity. So think about that more when you're planning out your content.