Digital signage: customized content

Content is key to the success of any digital signage project. It must be tailored to the viewer, the location of screens and the time at which the message is to be broadcast.

How to capture and hold the attention of a passerby, traveler or customer?

Your messages must be specific, effective and easily understood because they may only be seen for a short time.
You have to be careful not to be boring or too invasive. In fact, message content is essential to the success of your digital signage project. The content must be in line with a precise communication strategy and must satisfy the various goals you have set for the project.
Before creating the content, don’t forget to define your needs by asking the right questions. For example:
  • What is my objective? To inform? To sell? To advise? To guide? To entertain?

  • What types of screens will be used? Terminal? Screen? (What size?) Video projector?

  • Where are my screens located? In a waiting room, hallways or sales area? Who is my target audience? Are they male or female? How old are they? What message should be displayed at what time?

After identifying your needs, you should adapt the content of your messages to match the context. Here are a few tips to help you craft your content:


“HIGH impact” for passageways or hallways

  • Use strong images and a few key words. Avoid full sentences.

  • The message should be clear, simple and easily understandable.

  • Display time: a few seconds (10 to 20 seconds)

  • Avoid sound because the environment may be too noisy, or use a short sound to attract attention.

To draw attention, think in “full screen” mode and use a rhythmic message with animation. Be careful to avoid using multiple zones, as you run the risk of overwhelming the audience with your message.


For waiting areas

  • Use dynamic content to make wait time go faster.

  • Loop length should be determined in relation to wait time.

  • Feel free to vary the content and alternate real-time updates (weather, traffic, news, etc.).

  • Sound increases the power to attract and distract.


Remember these tips when determining how long to display media:

  • 10-30 seconds for commercial and promotional footage

  • 20-45 seconds for institutional footage

  • 20-60 seconds for “technical” footage


 For sales areas

  • Windows: select short films to invite customers to come in.

  • Interior: feel free to diversify content inside the store (by department, etc.).

  • For department-specific “product information” content, promote responsiveness in the store with ready-to-use models so that sales staff can promote items in real-time. Sound can have an impact on this type of message.

  • Interactive terminals: use content that is adapted to the display device.

In summary, content is key to the success of a digital signage project. It must be tailored to the message recipient, the location of screens and the time at which the message is to be broadcast.

Along with our partners, we would like to work with you to develop pertinent content and help you prepare your promotional campaigns.



Digital signage a few statistics: Source: 2008 POPAI study

Customers are:
  • 5-10 times more likely to notice digital signage over conventional signage.

  • 2-5 times more likely to remember the content.

  • 68% consider digital media to be a better sales incentive than traditional signage.