Key Takeaways

• Digital signage should focus on audience-specific content.
• Repurposing screens can improve engagement during off-peak times.
• Screen time concerns are less relevant as digital signage is background content.

Topics

• User Experience
• Digital Transformation
• Innovation

Transcript

So should we moderate the use of screens? It's quite fashionable right now for people to monitor their screen time and try and reduce that. And to be honest, I think society could probably benefit from that. Should we apply that to digital signage as well? Well, unsurprisingly, I think no. The reason is that content up in digital signage is usually in the background. It's not taking our attention away from other things. It's really there to populate the environment with extra information. What I think we could do better is not fatiguing the same content as much. So maybe we should start thinking more about the different types of audience that are there at different times of the day, how that evolves over a week, or if that's even seasonal. An example might be in retail. The screens are there very much for the customers, but the customers are not there all the time. So when there's cleaning staff or teams on the ground who are restocking and things like that, should we then repurpose those screens to talk to those people and not just continue to show the customer information on an endless playlist? So I think we can be smarter in thinking about the audiences we're reaching and when we're reaching them, which by its very nature would mean that not everyone is looking at the screens all the time because they're not so relevant to them. But I don't think we have to worry about screen time in general because it's really in the background.