Name: Optimising Screen Messaging for Audience Mindset
Uploaded: 2024-02-28
Duration: 2:12
Channel: Mark McDermott
Description: I explore how audience mindset shifts throughout the day and week, and why this matters for digital signage messaging. Morning audiences think about work tasks whilst evening audiences focus on home life, requiring different content strategies for the same physical location.

I explore how audience mindset shifts throughout the day and week, and why this matters for digital signage messaging. Morning audiences think about work tasks whilst evening audiences focus on home life, requiring different content strategies for the same physical location.

Optimising Screen Messaging for Audience Mindset

So when you think about the screens and the various locations they're in, you also need to consider the likely traffic flows going in front of those screens. What we mean here is if you just take a typical day, a screen may be in a break room. Now, that break room at some points is going to swell with activity, maybe just before the working day or a shift begins, and then other times it may be completely empty or very, very sparsely used. There's also differences. It may be that as the traffic's coming in in the morning, what's the mindset of that audience as that traffic swell occurs? They're thinking about what they're about to work on. So the messaging that you put out in front of them should probably be related to something they're actually going to be able to action immediately in the working day. Now, as they come back into that break room after the shift or at the end of the day, their mindset has shifted. They're now thinking about going home and their family and things like that. There may be still messages that you want to get in there, maybe a message of praise, a reward, or opportunities that they may have internally, like a management training program or other job opportunities, or if they're enrolling in benefits that might impact their family, maybe that's something that they want to talk to their family about. So screens in the same location, even to the same audience, but the traffic and the time of day is obviously quite important, and then the mindset of that traffic is important too. Now, that expands out further as you think about the week. Is Monday different to Friday or the weekend? Or even do you have traffic flows during the night? Do you have a night shift or a cleaning team who's coming in and possibly seeing those screens as well? Have you considered what message you'd like to put in front of them? And if it's more in a commercial setting, you've got the traffic flows of your team setting up the store or location, or the actual customers

Video

Optimising Screen Messaging for Audience Mindset

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