Why Digital Signage Content Must Lean Toward Simplicity

In past columns, I've beat the drum of keeping your in-store media segments simple. It's worth revisiting the reasons simple advertising spots will generally outperform glossy ad spots in your signage content. The price of DOOH technology continues to decline, which makes it easier for small retailers to get involved. The problem is that many of these retailers are deploying digital signage throughout their venues without an understanding for the type of content that produces a response. I have witnessed it firsthand in many of the stores I visit.

Below, we'll take a brief tour through some of the proven strategies for creating high-performance DOOH creatives. I'll assume that you're using out-of-home media in a retail venue, and that performance is defined as motivating a purchase decision from visitors. Before we get to the strategies, I'll describe the two schools of thought for creating your segments. I'll also explain why too much gloss and style can lower your response.

Separating The Camps

Ad agencies and designers who develop content for digital media fall into two camps. The first camp believes that "slick" sells. These are the folks who create impressive video-based segments which include stunning images, heart-thumping music, and dazzling style. To be sure, these type of segments can capture the attention of passersby.

The second camp believes that simplicity is a far more reliable path toward producing a response within a retail environment. That last distinction is important. Retailers are focused on generating a purchase response. The quicker the response, the better. To that end, the POP advertisements, end-caps, and other promotions are focused on merchandising, not branding. "Slick" can be effective for a branding initiative. But, if you're trying to motivate your audience to respond with their wallets, too much style will make your signage content much less effective.

Why Too Much Style Hurts Your Response

Have you ever listened to a music artist's studio album and been left unimpressed even though the album's production value was incredibly high? Meanwhile, listening to a rock trio perform in a coffee shop (or similar live environment) can leave a lasting impression. The same is true for your DOOH content.

Segments that contain too much style (again, within a retail venue) create a disconnect for the shopper. Glossy clips often lack substance to which shoppers can relate. A good example is the car commercials that are shown on television. How often have you grabbed the remote control in order to turn the channel? The commercials look gorgeous, but fail to make a connection, even if you're thinking about buying a new vehicle.

This is why simple signage creatives are so effective. They can more easily connect with shoppers and trigger a purchase response.

4 Quick Tips For Simple Signage Content

The print advertising industry provides several potent tips that are equally powerful when used in digital signage content. First, many of the ads you'll see in print position the advertiser's most important message upfront. Advertisers realize they only have a few seconds to get their point across.

Second, they eliminate every possible distraction. Consumers' attention spans are short. If any element detracts from your message, it should be removed.

Third, when there are several elements involved, they should work together as a cohesive unit. Veteran advertisers know that a single element that is interpreted out of context can decimate their response.

Fourth, there is always a call to action that clearly tells the viewer what to do (for example, "Sign up today!")

You'll note how each of the four tips can be easily integrated into your digital signage segments. Will "slick" segments look more impressive to shoppers? Yes. But, you'll find that simple in-store media content will usually produce a more impressive response.