Digital Signage: Does Glossy Content Work? By Frank Lucer At Isnare.com Ezine Articles

Experienced signage network operators often deploy content that fails to produce results. Even worse, if they haven't implemented a reliable tracking mechanism (a topic for another article), they may not even realize that their creatives are hitting a wall. The problem isn't exclusive to the folks who are in charge of the system; a lot of times, the ad agencies and firms who are brought in to assist have the same problem.

Today, we're going to take a look at how well glossy content works when it's deployed throughout your signage network. The fact is, slick-looking creatives may look fantastic, but still fail to produce sales, leads, contact information, and other actions. But, there's a simple science to developing messages that can captivate your audience while delivering the goods. Let's get started.

The Effect Of High-End Production

First, let's consider creatives that are developed with high-end production. Unless you're leading a talented team of designers, you'll probably hire a design firm to come up with them. These creatives cost a lot of money, draw viewers in, and hold eyeballs. But, do they actually drive people to take action (for example, buying a sales item)? Or, can they support a brand?

In fact, they can. People have a natural tendency to investigate dazzling, artful displays. So, a team of designers who can employ the latest Flash tricks with tantalizing music can easily capture the attention of passersby. What's more, the high-end content they produce will often create a lasting impression in the minds of those who see it. Think about how films affect moviegoers. When Jurassic Park was first released, it dazzled audiences. It created an impression. High-quality creatives that are slickly produced can generate the same response.

The Beauty Of Simplicity

On the other end of the spectrum are simple messages. There's nothing in them that will astound your signage viewers. The graphics are clean and often produced by using templates. The message is clear without the distractions of audio and visual effects. Most importantly, assuming the network operator or designer of the creative is knowledgeable about advertising, there's a clear, concise call for action. So far, so good. But, does it work to generate a response?

It does. In the same way that people are drawn toward the glitzy, smooth, slick creatives, simple messages can be powerful. It may not be glossy or seductive, but when it's created with an eye for effective advertising tactics, it can drive customers to the register (or kiosk). The trick, of course, is knowing how to develop that kind of content. Here's a hint: Attention, Interest, Desire, Action. The AIDA formula has been used with great success for decades. It's just as potent when used in your signage content.

One Or The Other

So, which should you and your team generate, high-end content with a lavish production or simple creatives? Well, it depends upon your goals and your budget. If you're building a brand, aren't interested in immediately-trackable actions, and aren't limited by a finite budget, glossy creatives may be a great solution. On the other hand, if you're working with limited financial resources and need to produce measurable results, focus on developing simple messages. The trap you definitely want to avoid is blowing your budget on glossy content development that doesn't generate the results you need to justify your signage network.

One last recommendation (and we'll go into more detail on this topic in the future): avoid taking the middle road. Glossy content works. So does simplicity. But, the middle ground loses effectiveness quickly. There are reasons that are beyond the scope of this article, but stay tuned. We'll get into that soon.

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