Avoiding the 7 Common Digital Signage Blunders in Corporate Messaging

Digital signage, a remarkable addition to in-store marketing, is gaining immense traction across diverse sectors, spanning hospitality, retail, education, and the corporate realm. In fact, research anticipates that this dynamic market will burgeon to a staggering $27.8 billion by 2026. This robust growth is underpinned by several compelling factors:

  • Technological Advancements: Notably, digital displays are evolving at a rapid pace.

  • Widespread Adoption: Industries and sectors across the board are embracing digital signage solutions.

  • Infrastructure Advancements: Increasing developments in infrastructure are facilitating seamless integration.

  • Resolution Demands: There's a growing thirst for 4K and 8K resolution displays, fueling the market's expansion.

However, within this exciting landscape, pitfalls are rife, often concealed within the fabric of digital signage content creation. What appears crystal clear to you might confound your audience. That visually stunning ad may fall flat, leaving you bewildered about the mismatch between your efforts and outcomes.

As you embark on your corporate digital signage journey, remember to temper enthusiasm with prudence. Rushing headlong into the allure of this technology can lead you astray. Here are seven common digital signage missteps to circumvent for optimal corporate results:

1. The Dangers of Screen Size

  • The Tiny Screen: Opting for a small screen can make your content nearly unreadable.
  • The Oversized Screen: Conversely, an excessively large screen can overwhelm viewers, making it difficult to absorb information.

To find the right balance, consider both the viewing distance and the information density. The former refers to the distance between your audience and your screen, while the latter relates to the volume of information displayed at once.

2. Content Quality Issues

  • Resolution Regrets: Displaying low-resolution videos and images can severely damage the impact of digital signage.
  • Perception Predicaments: Messages that lack clarity and coherence may not resonate effectively.

To remedy content quality, seek feedback from your target audience, including staff, donors, and visitors. Alternatively, put yourself in their shoes for a fresh perspective.

3. The Extensive Content Dilemma

  • Ideal Duration Investigation: Determine the perfect content duration, including video length, animations, images, and infographics.

Assess how long your viewers are likely to spend on your screen. Adjust your content accordingly; for those passing by quickly, aim for quick comprehension in under 5 seconds, whereas in a cafeteria, longer messages may be more appropriate.

4. Guiding Your Audience

  • Absence of CTA: Failing to include a clear call-to-action (CTA) may leave viewers without direction.

Personalize your CTA, using imperatives like “you” to enhance engagement. Incorporating scannable QR Codes with instructional CTAs can efficiently transfer information to users' touchscreens.

5. Overlooking Content Updates

  • Static Content Stagnation: Failing to update content can result in unengaging displays.

Train your team to use digital signage management software for real-time updates, scheduling new content aligned with your business strategy.

6. The Power of Automation

  • Underutilization of Automation: A lack of automation can lead to time inefficiencies in content updates.

Embrace automation for engaging content updates, including weather forecasts, social media feeds, traffic information, news, and internal dashboards.

7. The Content Overload Trap

  • Visual Pollution: Overloading screens with excessive graphics and text creates visual chaos.

Prioritize clarity, brevity, and concise language. Consider larger displays or multiple screens for complex information, following the “less is more” mantra.

Incorporating digital signage into your corporate strategy is essential, but avoiding these content creation mistakes is equally crucial. Seek expert guidance if necessary and steer your digital signage project toward success, where captivating messages reign supreme.