7 Digital Signage Content Mistakes to Avoid at All Cost

When you are using digital signs as part of your business strategy there are a few things that you need to be aware of. These are some mistakes that are commonly made in this domain and you need to make sure that you don’t fall in that trap as well. This is not a self-sustaining entity per se. Your avoidance of mistake will go a long way in making sure that you are successful.

  1. Static Content 

The first digital signage mistake that you need to avoid is static content. If you use just single stills or slideshows it will be similar to taking your car to work with you on a daily basis. It is better to have dynamic content that keeps moving at all times, as that is what catches people’s eyes more often than not and gets them interested towards a product or service. When people see something that is moving on the advertisement billboards – even if it’s just a cursory glance – they will know at the back of their minds that it is something important.

There are a lot of companies out there that believe a lot on still images to do their job but they need to understand the basic fact that they are not making optimum usage of digital signage systems. What they can do is break up their content into smaller fragments that are exciting and capable of getting people’s attention on a consistent basis.

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  1. Outdated Content 

This is the second mistake that companies using digital signage must not make. The problem with static posters is that more often than not, after some time they lose their relevance and become outdated in the process. The same mistake should not be repeated in a digital screen as well. The content should always be fresh and relevant for the viewer. This will make sure that people watching the said advertisements do not get fatigued by watching the same thing over and over again. The beauty of using digital solutions is that one has the authority to keep changing the information as and when is necessary. For example, a restaurant can change the items on its menu or a theatre can change the date of events to be organized in its premises. Stores can promote special deals or products that it happens to possess in abundance.

A company can also use digital screens to promote advertisements based on factors that are apparently as mundane as time of the day or the weather outside.This is why it is better to use media such as social media updates and RSS feeds on your digital screens to keep things relevant. This way you can include critical information such as weather updates, Twitter feed, and news that are provided on a real-time basis to go along with your primary content. In an organization, you can use digital screens to provide timetables of public transport vehicles or traffic updates for the benefit of your employees who are exiting for the day. You can also incorporate the latest information regarding your business from Twitter on digital screens for your employees.

  1. Bad layout 

There is a good reason why companies have competent graphic designers in order to take care of their print advertisements. For companies that have digital screens as an integral part of their marketing strategy, there is a similarly strong need to have a good design to complement their content. Each and every animated frame has to be properly designed and well-balanced to boot.

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However, this is easier said than done. When the content is as dynamic as is the case with digital screens then the process of designing the frames becomes that much more difficult. We are not even thinking of user interaction in this particular context. When you factor that in, the process can become much harder to pull off. This is the basic process of motion design – as a company using digital screens you need to be able to hire people that can execute your designs properly.

  1. Zero Utilization of Bevels

As far as video walls are concerned the most important area of work for a motion designer are the screen’s edges. While designing content for the screens it is important to take into account the spaces between these screens. The whole thing needs to be done as gracefully as may be possible so that the transition of screens appears to be seamless. This is why when the designing is done, elements that are able to use all the available sections, need to be chosen. This is why designers can focus on footers that will occupy entire rows in these screens and then spread the content across the rows. It is only when content is being designed for video walls can we make the most of digital signage systems.

  1. Zero Interaction 

If your digital screens are being watched by people for certain specific messages then it is imperative that make the most of the interactive potential of the screens. Ever since smartphones have become as important – if not more – as oxygen to people they know the usage of touchscreen technology. It is imperative that you utilize this technology for your benefit. Static maps don’t work anymore. These days’ people have access to technology that can help them find stores by just tapping on the name of one and get information of the route.

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As an organization, you can fuse your points of sale with touchscreens, show digital catalogues, and compare products and services. This way you can actually let the users find the information that is most suitable for them. This will also increase your sales.

  1. Not Having Call to Action 

Similarly, you should also have options for call to action as part of your digital signage strategy. A major mistake is not having one in the first place.

  1. Being Unable to Centrally Update all Digital Signs 

You also need to make sure that you are centrally able to update all your digital screens spread across different locations.

Related Topics to Read;

1) Digital Signage Statistics You Need to Know!

2) How Do You Measure Your ROI in Digital Signage?

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