Designing in the moment
The ability to instantly repurpose and redesign the screen content for your digital signage system is both a blessing and a curse. On one hand, you’ve got the power to completely change your digital content instantly and provide a fresh advertising message to your customers. Unfortunately, this also means you also need to make new content as often as your sign changes (which is often in a good digital signage campaign). After all, one of the most common mistakes in implementing digital signage is allowing the content to get stale. The “wow-factor” we hear so much about is lost when your recurring customers are confronted with the same content they’ve seen before. Sure, the screen itself is cool, but the content is fundamentally what makes the real impact. Here’s an excerpt from an article I found that speaks to this problem:
EXCERPT – Picture This: The Content of Digital Signage
Apr 1, 2006 12:00 PM
By Jeff Sauer, Sound & Video Contractor
“…But what exactly is digital signage content and where does it come from? On one level, especially in our industry, designing digital signage content really means assembling existing content, including still images, video clips, text, and audio. The obligatory layout and scheduling software that accompanies each of the digital signage products, however, rarely includes much ability to build anything other than textual elements… It’s more common for the elements of digital signage content to be created by design professionals using applications like Adobe Photoshop and Illustrator, nonlinear video editing systems, or a professional animation tool. Often, those content elements are repurposed from television, print, or other existing promotional materials. However, as digital signage matures, it will likely become increasingly important for content to be generated specifically for digital signage. Awkwardly, the traditional model for creating that type of content typically means involving an ad agency, which in turn hires a production staff. But that’s an expensive and drawn-out process that does not suit the constantly changing nature of effective digital signage. As such, it’s a dynamic that probably needs to change in order for digital signage to proliferate.”
I totally agree with this guy. Digital Signage demands quick turnaround and instant implementation in order to maximize potential (and ROI). Like Sauer writes, most software for managing digital signage doesn’t offer much ability to build content yourself. So how do you maintain your signage system with constantly updated content without hiring an ad agency and design team working around the clock? A Louisville-based company called Captive Indoor Media provides full-service digital signage solutions, and also quick-turnaround content design and creation. Additionally, they start each customer off with hundreds of pre-made ads that can be used as they are, or customized, altered, tweaked, and repurposed in any way imaginable. Using a cheap ($99) and easy tool, marketing directors or entry-level employees can edit files directly and push them out to be displayed on screens in no time. It doesn’t have to be an extremely time-consuming process–you can rely on CIM to get your content done and on your screen in time for any promotion, or get it done yourself with minimal effort. Check them out: Digital Signage from Captive Indoor Media.
-BBASS
