In the world of digital signage, you’ve probably heard many times that “content is king”. Yet, brands that want to use digital signage to communicate with their audiences often relegate content to the bottom of the priority list, creating a disconnect between the message goals and content outputs. While digital content presents several challenges, there are solutions available to effectively address them and achieve a successful digital signage execution.


While many organizations may have a goal directly related to their digital signage expectations, that doesn’t mean they actually have a content strategy. Content can often be created in a vacuum by designers that don’t have any information about the audience or where and how the content will be used. To develop a true strategy for your digital signage, there must be collaboration between various parties to determine not only the visual content, but just as important, the best message, way and location to promote a specific product or service. For example, a convenience store may have POS digital signage to encourage impulse buys; however, different content approaches would be employed to promote the sale of candy vs. lottery tickets vs. fountain drinks, etc.


Timing is fundamental to the digestion of content. First, a person’s average attention span, which may be as little as eight seconds, must be accounted for. Next, dwell time (how long will your audience be near or adjacent to signage) must be factored in. Dwell time relates to the traffic flow of your audience, so message timing must be optimized accordingly—roadside digital signage content should be short enough for passing vehicles to ascertain the intended message, while captive audience dwell time (think airport security lines) can be much longer.


A CTA is not just for marketing campaigns. They are a dynamic means to get the most out of digital signage, providing a direction for viewers to take. A missing, weak, or irrelevant CTA translates to dead space. Digital signage requires investments in capital and resources, so it is important for it to be as focused on conversions as any other marketing tool employed. Saying, “Buy Now” isn’t nearly as compelling as saying “Take Advantage of this Sweet Deal.” The opportunity to drive action via digital signage should not be squandered.


Digital signage can be used to do more than engage with viewers. Today, user generated content is a huge trend, and integrating digital signage messaging with social media can promote deeper connections and turn customers into fans. By offering clever hashtags, inviting customers to tag onsite pictures, or hosting contests asking visitors to create videos representing what they like about a specific product or service, promotes not only brand visibility, but customer recognition as well. For digital signage applications in locations such as buses or light rails, displaying coupon codes for future purchases can be used to drive brand traffic.

Digital signage content is rapidly evolving as systems become more sophisticated and new technologies become available. However, it will always be important to focus on meeting these four challenges and making sure your digital signage is effective as possible.


Follow us on social media for the latest updates in B2B!



innovative data center practices
Applied Digital Strengthens Community Relations through Innovative Data Center Practices
May 21, 2024

As Applied Digital continues to expand its footprint across rural America, its commitment to integrating with and revitalizing local communities stands out. The company’s unique approach to building and operating data centers brings advanced technology to these areas while stimulating local economies and fostering community development. How does Applied Digital ensure seamless integration and…

Read More
data center operators
From Fields to Data Centers: Applied Digital’s Training Program Transforms Farmers into Data Center Operators
May 21, 2024

Nick Phillips, the EVP of Hosting Operations and Public Affairs at Applied Digital, emphasizes the transformative impact of Applied Digital’s training programs, which convert agricultural land into high-tech data centers and enable farmers to transition into skilled data center operators. This initiative highlights the company’s commitment to community development and technological advancement.

Read More
water conservation and sustainability
Water Conservation and Sustainability Are Critical for a Data Center’s Success
May 21, 2024

Digital infrastructure is essential, and as data centers expand, their environmental impact, water conservation and sustainability have come under scrutiny. As the demand for data storage and processing capabilities grows exponentially, so does the concern for the environmental impact of these facilities, particularly in terms of water usage. Nick Phillips, the EVP of Hosting…

Read More
AI-driven computing
Reducing the Gap in Skilled Trades Can Be Solved by Boosting Trade Education Initiatives
May 21, 2024

Currently, skilled trades are facing significant shortages making the need for innovative solutions and passionate involvement more urgent than before. Statistics indicate a looming gap in the workforce, expected to reach millions in the next decade, as older generations retire without sufficient newcomers to fill their roles. At the heart of this issue is…

Read More