Key Takeaways

• Understand dwell times and peak traffic for effective signage.
• Local managers' insights can improve content strategy.
• Timing content release to capture audience attention is crucial.

Topics

• Digital Transformation
• User Experience
• Data & Analytics
• Business Strategy

Transcript

Okay, another spicy take here. We have no idea about dwell times or peak traffic periods in front of our screens. Most screens are managed centrally by a small team who could have no idea really about every location those screens are in. Because even in the location itself, if that screen is by the entrance versus a break room versus being on the production line, for example, they're gonna have very different dwell times, which is the amount of time a person is in front of that screen. And peak traffic, which is just the number of people going by the screen every day, every week, even might be seasonal. If you multiply that by all of the locations and in the fact that those people aren't even based there, how are they ever going to truly understand this? That is justification for not doing it at all. But the reality is it's these peak moments during a day or during a week that you're going to capture the imagination and the attention of people that are so important to getting your digital signage strategy right. So we need to try and investigate more, talk to local managers, for example, they'll probably instinctively know, maybe even doing some basic tracking just on a number of screens, just to understand what's really going on. And then publishing our content and pushing the most important messages during those periods and anticipating the mood and the need of the audience in front of them. So dwell times, traffic times are really important. Mostly, none of us really have any idea what's going on, but we can do better at this.