2 Steps to delivering cutting edge content
Published: May 16, 2019
Digital signage has many complex moving parts, such as the display, video codecs, software, media player and content management system. New end users often find digital signage overwhelming for this reason. However, at the end of the day, digital signage's main purpose is to deliver the right content to the right audience.
If you get this right, you have nothing to fear. Chris Weiss, director of architecture, Adomni, discussed two simple steps to delivering cutting edge content at a session at the recent Digital Signage Expo held in Las Vegas.
Who's your audience?
Weiss said the first step to any content management is to "figure out who is your audience."
Online advertisers, such as Facebook and Google, already have their audiences figured out on a deep level, according to Weiss, so digital signage vendors, especially in the DOOH space, need to use innovative tools to uncover their audiences, such as:
- Computer vision.
- Mobile device-based solutions.
"Beacons can listen for connection to different devices coming by the display," Weiss said. With this tool, vendors can get an idea of how many people come by the display, how many pay attention to it and other information.
Technology, such as computer vision, can identify demographic information about an audience, such as their age, gender and emotional status.
Match content to the audience
Once you know who your audience is, you need to match content to the audience.
"It doesn't really matter who is in front of device if I'm unable to send personalized content fast enough to make it relevant to who was there," Weiss said.
One key is to have triggers built into your digital signage system that can identify who is standing in front of your display and play content targeted to that audience. In order to do this, Weiss recommends that end users aggressively pre cache content into the CMS.
"Use aggressive pre caching so you can immediately serve content," Weiss aid.
A few things to keep in mind
There are many things that can go wrong when you are tying to deliver cutting-edge content, such as maintaining content quality.
Weiss recommended having a good plan to keep up content quality, such as hiring in-house staff, to handle it or selecting a trusted vendor who can, "make content easy to create at all skill levels."
Another issue is making sure you don't creep out your audience with targeted advertisements.
"Be careful of the creepiness factor. If its [the content] too tightly coupled, it'll creep people out," Weiss said.
One way to avoid this is to focus on delivering personal experiences for the customers or guiding them to something of value, Len Dudis, CIO, Grupo Vidanta, said during another panel.
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