Digital displays are no longer add-on accessories for many showrooms today. They are an integral part of the most important components of your business: marketing, advertising, customer service, technical support, staff training, information dissemination and more. Not utilising digital platforms does not only make you outdated or irrelevant, it may also lead to significant loss for your business. Digital signage can help direct traffic to your store, promote your products and services, announce promos, sales and updates, influence purchase decisions of your target audience and create a unique experience for your customers and store visitors.  

However, simply mounting several digital screens showing random content is not enough to get you the outcome you are looking for.  The last thing you need for the customer to see is an advertisement for an opposing brand.

Digital signage, Australia ad experts say, should be managed just like any other brand information platform you use for your business. You need to plan, design and execute the right content strategy to make sure you make the most out of the powerful impact of in-store digital displays. 

Keep it simple and focused. While a high-quality presentation may attract the attention or appreciation of your viewers, you need to make sure they get the whole message right by offering it in small, digestible chunks. Keep the message simple and one track. Show only the most vital pieces of information. Grab their attention, give your piece and let them go fully understanding (and remembering) the core of your message. 

Consider the context of use. When designing your content, take note of the environment where your will you be displaying your screens. People sitting in the waiting room of a dentist’s office may have a different attention span from people doing the grocery, having coffee inside a small cafe or window shopping in a busy mall. Identify the potential distractions and create a way around them. 

Remember that it is not TV. Think of your viewers as web surfers rather than TV viewers. They won’t have the time or patience to wait around for the climax or think about the subtleties of your message. Most likely, they’ll just scan the screen instead of stopping to stare. Make sure you catch their attention or that you provided the call to action with even just a few seconds of screen time. 

Keep it fresh. It’s easy and economical to change, update or correct the information you present digitally – make sure you take advantage of this benefit. Churn out fresh content to earn the interest of your shoppers (and your employees as well). Remember, your digital display content is not just a collection of clips, but is actually made up of the vital chapters of your brand’s story.