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Digital Signage: What? What do they expect?
Whether hanging from the ceiling of a retail store, located near the barrier in an airport terminal or installed in the lobby of a hotel, a sign has a digital basic function: to communicate.
Any Obviously, the types of communication, information, promotion or publicity pertaining are unique and different. What it is pending the person responsible for digital signal is transmitted any information about your target audience. All other expectations for inclusion as the emotional connection with the viewer, the image in a store or product, or promoting a product given or an offer are built on this basis alone.
However, identifying the essential functions of a digital sign is a bit easier than the execution this function. Why? In short, it is because there are digital signals in an environment that floods the media, saturated and dominated by the fate of public opinion because it is their daily activities. In other words, a digital signal is in competition with hundreds of other messages bombarding audiences throughout the day, cut through the noise and connect even for a brief moment with his audience comes to share certain pieces of information.
Certainly, if this information is rather something that a member of the audience is the search so that the instructions or information to confirm what happens in a conference room decision concrete in this regard will be much easier. But if the goal is to promote or advertise a service or product that pedestrians are only slightly interested, or worse even ignoring, what makes this area should contact becomes more challenging.
Fortunately, the tools and knowledge to communicate with text, graphics, animation and video are widely available and relatively affordable and well understood. With over 60 television below the nation, both in communication with the video information and those who receive this communication have long experience of TV communication.
Without doubt, the signs TV is not digital, but they are as close as you can get on TV without mounting an antenna to a tower and firing a transmitter. Therefore, digital signage communicators can use the common elements shared number signs to television to present their messages in a visual shortcut including watching television.
It should be noted, however, that television in the visual shortcut is changing. The almost square picture tube old has dominated the halls of America of the past six decades, giving way to the Great, the brighter screen than the flat screen capture an increasing share of market TV home. In fact, the latest survey by Frank N. Magid Associates found that 25 percent of U.S. television households have now a television high definition. What the 28 million households in the U.S., where television is an HDTV, widescreen.
The same research showed that the rate at which young adults 21-34 – HDTV buying accelerated. It also found 28 percent of buyers purchased a High Definition TV HDTV to connect a PlayStation 3 game console as Sony or Microsoft 360.
The growth of HDTV households in the U.S. in general, and the large number of adults young people to connect to a console game on the other side speaks of the equation of digital standby screen: in particular, what the public expects the digital display.
Those responsible for the digital signage content should reflect the fact that the audience is developing an increasingly sophisticated appetite visual. If video Standard definition was once the price of entry into video games, high definition video will soon become the baseline. When the content is organized in a relatively square, screen resolution of relatively low-dominated TV screen Digital content is increasingly organized in areas of high resolution, a rectangular screen.
And finally, or rather artificial representations of reality once dominated the TV animation, true to life looking animated figures are becoming the standard. Since the discovery Magid related to the amount of young adults are buying HDTV to connect to a game console connected to stunning, animated life as is common in video games such as Madden NFL 08, EA Sports, it is clear that the bar is greatly increased.
None of this is that producers digital content should tenant teams filmmakers and digital artists in 3-D. Instead, just a reminder that the public's taste for digital display in this country are in charge. Keeping the viewer's expectations especially when creating content for digital signage is the first step in achieving a reasonable expectation on your Digital Signage can have, ie to communicate.
About the Author
David Little is a digital signage enthusiast with 20 years of experience helping professionals use technology to expand their marketing messages with alternative media. Visit http://www.keywesttechnology.com and find how you can expand your marketing horizons. For further insight, download my free white paper Six Basic Applications for Digital Signage. This paper focuses on applications for the hospitality industry, which are applicable to every industry. And while you are browsing our web site, sign up and take advantage of our free weekly Webinars that give you hands-on experience with our digital signage software.
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