Some say that the most important for a digital outdoor signage is content. Others say it is the consumer, but the truth is that without the complete solution would benefit none.

By Stephanie Gutnik *


The phrase "content is king" is so popular in the field of digital outdoor signage, its mention is beginning to cause impatience. Although "content" can be a sterile word, you need to pay much attention.

In the market of digital outdoor signage medium always remain a commercial value as the visual, auditory and interactive material is used correctly. Why content is king? For if we consider that people spend more than five hours a day in front of a screen, even if not turn on their televisions (The Wall Street Journal / eMarketer) develop unique and compelling content is of utmost importance.

But behind every king is a queen, and in this case, is the context. Advertising is successful if the content is attractive enough for a viewer not only accept his message, but also act in accordance with their instructions, whether that involves sharing on social media or make a direct purchase.

Jon Bond, director of Tomorro LLC and lecturer at the summit 2013 DPAA, said the medium of digital signage will depreciate unless you consider the consumer environment and user experience.

Make a refocusing and assignment of buyers is the answer to successful signage. In a world of multi platform integration experience and media, marketers are overwhelmed with information and try to find the ideal means for locating and communicating with the intended audiences.

Since seventy percent of waking hours they spend away from home, the integration of digital signage outdoors in a marketing plan can focus on specific buyers and improvement of the messages according to the steps that follow consumers to make a purchase.

Additionally, the software signaling their work will not do well if the information on the data and dissemination (with verification by an external auditor) is not supplied to networks and agencies in an intuitive and transparent manner.

Ken Auletta, author, journalist and media critic for The New Yorker, said that due to technology, the true king of digital signage is the consumer. The effectiveness of outdoor digital signage as a communication medium depends on both the consumer that this factor should be the ace of the game. In the end, all the cards are arranged strategically, so that it is better to win the hearts and minds of buyers and persuade them at risk.

There is tremendous potential for digital signage located in specific environments if everyone plays their cards right. This is the time to show your best hand.

Richard Santa, RAVT
Author: Richard Santa, RAVT
Editor
Journalist from the University of Antioquia (2010), with experience in technology and economics. Editor of the magazines TVyVideo + Radio and AVI Latin America. Academic Coordinator of TecnoTelevisión & Radio.

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