What Can Conventional Media Advertising Teach Us About Digital Signage? By Franklin Lucer At Isnare.com Ezine Articles

Creating compelling content loops and advertising segments for your digital signage network is not a foray into undiscovered territory. A lot of operators and venue owners are intimidated by the thought of developing ad spots for their displays because they believe the technology requires a new approach. It doesn't. The fact is, we have decades of useful data regarding what works and what doesn't from traditional media. The advertisements that have been used in print and television offer valuable insight into the collective mind of your audience.

Below, I'll reveal a few interesting items that print and TV ad researchers have discovered over the years (regular readers will not be surprised). We'll take a look at using flashy creative elements and whether your message is getting through. I'll also provide a useful analogy that will cause you to think twice when creating your digital signage content.

Why Flashy Elements Dilute Potency

In past articles, I've poked a bit of fun at car commercials. They're notorious for using creative elements that grab the viewer's attention, but leave him wondering what brand was being promoted. In fact, many people can remember small slices of car commercials that excited them (for example, the attractive actors), but cannot recall the brand or the marketing message.

This is an important lesson for digital signage operators. Too often, network owners stream ad spots that use elements that are meant to attract attention. The danger is that you'll actually distract your audience. For example, suppose that you're displaying a short video that shows a skydiver free falling. To be sure, this will attract attention. But, your viewers may become so engrossed in the imagery that they completely miss the message or brand being promoted.

Getting Your Message Across

Print and television advertisers (at least, those who create effective ad spots) know that the key getting any message through is to use simple imagery and words. An ad promoting a car would show the vehicle and list the benefits of buying it. A voiceover (or actor) would read the benefits in order to leverage multiple senses.

These are the same principles you should use for your digital signage advertising. For example, if you're promoting a pair of shoes through an in-store sale, display the shoes on your screens and list the benefits of owning them. There's no need to show attractive people running in the shoes. In fact, you should avoid showing any creative element that distracts the viewer from your message.

The Gift Analogy

There is a beautifully simple analogy that is used by experienced advertisers to describe the trouble with flashy ads. Picture a gift that has been wrapped with bright bows and dazzling paper. It grabs the attention of the receiver. However, underneath the wrapping's glitter lays an empty box. There is nothing inside the box that interests the recipient. As a result, the wrapping is wasted and the receiver's attention is ultimately squandered.

This analogy applies directly to your digital signage network. Venue owners often devote their resources to attracting attention rather than getting their message across. In the end, the flash has no more effect than the wrapping of the gift in our analogy.

The Advantage Of Your Digital Screens

One of the benefits of digital signage is that the content can be programmed to address various circumstances. For example, consider a restaurant that uses their flat panels to promote sandwiches. The creative elements (i.e. pictures of the sandwiches, accompanying drinks, etc.) can be designed for both lunchtime and dinner crowds. The text can change to address both types of customers, thereby allowing the restaurant owner to produce multiple variations at a low cost. This is something that traditional media could not easily do.

There is a wealth of insight to be found in print and TV advertising techniques. Most of them can be applied directly to your digital signage ad spots.

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