Jumpstart Your Digital Signage Content

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DIGITALSIGNAGE
KEYWEST TECHNOLOGY
R
egardless if you are a manager of a small business or an international conglomerate, this
digital signage content guide will help you take progressive steps towards a more effective
communication strategy and execution. In this jumpstart guide, we explore and explain the
why and how in layman’s language. Our goal is to provide guidelines that will help you set
and achieve communication goals leading to a wow factor that was until now impractical or even impos-
sible any other way.
The most important thing to recognize when communicating by a digital sign is to realize that viewers
don’t care about your message just because it’s digital. You have to give them a reason to care. Sure
digital signs can be cool, but the “cool” factor quickly wears off! As communication managers, what we
really want to achieve is a wow factor that fits our business and communication goals. The wow factor
is centered on the content and keeps people coming back for more.
Of course, just presenting content on a digital sign does not nullify lazy thinking, uninspiring content or a
lack of consistent branding. Certainly this applies to any communication effort. What we aim to achieve
is an evergreen impact.
Fortunately for anyone using digital signage, it has proven to be a great platform for breaking out of
worn-out routines by experimenting with content, having a bit of fun, maybe even jolting your audience
with something unexpected, and then seeking to engage your audience beyond a casual glance. For
example in a retail setting, if your content produces a smile instead of a glance, you might just be on
to something meaningful. Or, in a corporate setting, if your content increases employee awareness for a
sponsored event, you will likely get closer to the goal you have set for participation.
Because of its ability to change messages on the fly, by schedule, by data, or by various environmental
triggers, digital signage represents a new way of thinking about communicating. It empowers commu-
nicators to address the ways consumers, customers, and employees think and act at the point-of-sale,
point-of-wait, and in the point-of-transit environments. Since digital signage is not
print, and it’s not television, it requires a different approach.
Modern digital signage products and services provide tools to help make your
in-house messages or advertising reliable, consistent, on time and of high
quality. However, a tool is not a strategy in itself; it’s only the means to an
end. No worries! This content guide will equip you with some key fundamentals
to help make your messages more engaging and appealing.
Why Content Is Important
We often read so much about the technology of digital signage that we can
overlook what this technology is all about—getting communication results that
go above and beyond non-digital efforts. Certainly the technology is necessary, but
most communication managers want to add value to their efforts and ultimately to their
businesses. That’s why content is uber-important—the content is what delivers your
strategy and ultimately the wow factor!
Before we look further at content tactics and strategies for digital signage, let’s review
some achievable communication goals that help managers reach critical mass, turning
goals into pilot programs and then deployments that ultimately transform digital signage

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from mere displays, computers, and networks into a dynamic communications medium that delivers the
wow factor. One significant advantage of digital signage over other communication platforms is related
to how many strategies are obtainable simply by changing the content and location at opportune times.
For example, digital signage can…
INCREASE YOUR MESSAGE’S RELEVANCE
The holy grail of digital marketing is about delivering the right message at the right time to the
right audience. Digital signage content can be designed to attract, engage and direct the atten-
tion of those in your store who are ready to spend money on a purchase.
HELP SOLIDIFY RELATIONSHIPS WITH CUSTOMERS AND VENDORS
In a corporate setting, a digital sign in the lobby can be used to welcome scheduled vendors,
guests, and other visitors as they arrive —a simple move that builds goodwill.
DELIVER CRITICAL INFORMATION MORE EFFICIENTLY
In times of emergency, digital content can be instantly modified by displaying local alerts sourced
from third-party emergency alert systems, providing instant text alerts as well as coordinated
signage that gives up-to-the-second information to all concerned.
ATTRACT GREATER ATTENTION THAN IS POSSIBLE
WITH STATIC, PRINTED SIGNS
Human brains are programmed for motion. Our eyes are automatically drawn to moving objects.
Because digital signs displaying full-of-motion video are dynamic, it taps into something within
us that is innately human, demanding and holding our attention.
INCREASE THE SAFETY OF EMPLOYEES
Imagine an industrial or production plant where management wants to communicate safety informa-
tion to hundreds if not thousands of workers in motion. Digital signage can convey vital information at
the right time and place that is vital to employees maintaining a safe, efficient environment.
REACH FAR-FLUNG EMPLOYEES
Considering that 40% of workers don’t have access to e-mail or most don’t read it in a timely
fashion, operation managers often rely on meetings and bulletin boards to get their message
across. A more effective strategy is to augment corporate messages by placing digital signs
where employees take breaks, socialize and eat. It’s an easy way to communicate company up-
dates, reminders and messages of importance on any given day.

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IMPROVE EMPLOYEE MORALE
Staff contests, birthdays, the employee of the month and special event highlights can be ac-
knowledged and displayed to increase worker morale, supporting a team atmosphere that man-
agers work so hard to achieve.
INCREASE SALES OF PROMOTED PRODUCTS
According to a recent QSRweb.com survey, “The Top 12 Benefits of Digital Menu Boards,” 30.8
percent of restaurant operators surveyed had recouped their investment within 7 to 12 months,
averaging around 5% sales lift for promoted food items, 20% for featured drinks. In other words,
digital typically outperforms print or static signage.
LOWER EMPLOYEE TRAINING COSTS
Employee training videos are easily distributed and scheduled over a digital signage network
to keep staff current with policies. Additional back-of-house messaging can reinforce training
procedures to help keep employees focused.
INCREASE CUSTOMER SATISFACTION
Industry experts report that viewing popular digital media while waiting for services helps reduce
the perceived wait time by about 50%, which improves customer satisfaction. Using entertain-
ing videos or showing images that garner their attention refocuses their minds on something
other than their wait.
STRENGTHEN PROPERTY BRANDING
Digital signage, with its sleekness, brightness and vibrant content, can also bring a new ambi-
ance to interior décor. Progressive properties have refurbished their interiors with designs that
work in concert with the digital content—extending all the way to architectural media that
becomes part of the building and brand experience.
Why Sticky Content Matters
to Your Audience
What is sticky content? The term comes from Internet lingo.
It refers to content added to a website that has the purpose
of getting users to return to that particular website and
hold their attention longer than just a glance. This is why
we commonly see such things as Internet games, weather,
news and horoscopes on personalized web portals.
There’s no question that the traits of sticky content can also
be useful for many digital signage applications. As many
longtime operators of digital signage systems and networks
will tell you, advertising loops are not very “sticky” when re-
moved from the context of point-of-sale locations. After all,
how many of us flop in front of the television and flip to the
“advertising channel” for late night entertainment?

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Let’s explore how this principle of sticky content can be applied to digital signage, and what is likely the
best sticky content when using digital signage in point-of-wait and point-of-transit locations.
Sticky content is about piggybacking existing content onto another medium to yield a greater value. For
example, NASA scientists are considering a plan to piggyback future astronauts on –or even inside-
asteroids orbiting between Earth and Mars to shield them from cancer-causing space radiation during
trips between the planets.
While the proposal has some disadvantages, it offers the space agency an appealing, elegant way to
sidestep problems like building a rocket big enough to boost heavy, man-made shielding into space as
part of the spacecraft.
The plan draws on an ancient concept: Pig-
gyback on –or inside- a more powerful object
to get to a desired destination. Whether it’s
buckling up in our cars, riding an elephant
into battle after traversing the Alps, or climb-
ing into a hollow wooden horse and being
rolled up to the gates of Troy, the concept of
piggybacking has a track record of success.
In the world of digital signage, sticky content piggybacks to your message and plays an important role
in yielding a greater viewer value because it delivers something people want—to be informed and en-
tertained. Nothing can do this better than popular media channels.
Just as television informs, motivates and inspires its audience to take action, so too should your digital sig-
nage channel. However, simply throwing a TV channel on a digital display doesn’t automatically leverage the
public’s love affair with media. When executed properly within the agenda of a communication strategy with
measurablegoals,digitalsignagecontentthatembracesamediachannelcanpiggybackonitsprominencein
our society to cut through the noise and deliver powerful messages that otherwise might be ignored.
Of course, there are both technical and legal challenges that make it imperative to work with professional
media syndicators who have acquired the proper digital content licensing. Competent providers
make it easy to incorporate content via popular streaming media schemes. More advanced
syndicators provide tools for building “custom” playlists with an appropriate mix
of content for your viewers, helping to ensure the content is more relevant and
“sticky” to your particular audience. And, fortunately, with today’s digital sig-
nage media choices, this is much easier than traveling to Mars.
“W
hen executed properly and in the
right context, digital signage can
leverage sticky content to inform,
inspire and motivate. It provides a concrete
reason for viewers to return their glances
again and again.”
Photo Credit: Disney PIXAR

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Even though syndicated content is highly desir-
able for many communications strategies, it’s
also important to keep in mind that if you overuse
syndicated content, you risk squandering your core
communication strategy. That’s right. Too much of
a good thing and your message becomes diluted to
the point that, well…what is the point?
Most importantly, fresh content that is focused on
your company’s communication effort is paramount
if viewers are to keep coming back for reasons that
meet your company objectives. Creating the right mix
and balance of information sources is the “secret
sauce” only you and your stakeholders can answer
considering the business type and viewer preference.
Ten Content Tactics
for Digital Signage
Managers
Now on to the elephant in the room: Who is creating
the digital signage content that is going to drive
the company vision, value proposition, market dif-
ferentiators, news, promotions and entertainment?
If a marketing department or agency is not in your
budget to build out and help refresh your content,
then consider these ten tactics that will help you
make the most out of your existing resources.
TACTIC 1: Most digital signage systems today
offer built-in templates that can be used readily
with only minor changes. Templates greatly reduce
the time and complexity of creating and maintain-
ing digital signage content. It can be constructed
to accommodate all kinds of information −whether
it’s menu items for a restaurant or a special event
reader board for a hotel lobby− that a digital sig-
nage manager needs to display. Best of all, tem-
plates minimize the time that must be devoted to
the communications process because they can be
used over and over again.
DIGITAL SIGNAGE
CONTENT STRATEGIES
When people are on the move, you have only seconds
to engage them. Here are some attention-grabbing
strategies to incorporate into your messages:
1. Keep the customer experience at the front of your
mind as you choose content.
2. Eyes are very attracted to warm colors, e.g. reds,
oranges. Don’t overuse.
3. Cool colors (blues, greens) provide needed contrast
but attract less attention.
4. Use motion in the narrative to help the story flow
and pique interest.
5. Keep your message cycle length appropriate to the
amount of time your average customer will be in the
viewing vicinity. Many successful retail message
cycles are 3-10 seconds in overall length.
6. Refresh signage content often to reflect sales, special
offerings--and sales goals.
7. Reinforce product and branding messages.
8. Know your customers. Speak to their interests.
Content should be dynamic and reflective of what
people are doing.
9. Make sure the digital media experience complements all
marketing objectives, from merchandising to branding.
10. Keep the look and feel of your content consistent
with your brand equity.
11. Avoid excessive text. Keep your messages as visual
as possible.
12. Don’t try to deliver full advertising messages,
as you would for television, print or long-form video.
Show product glimpses that pique curiosity or
provide information.
13. Create designs that can exist independent of sound;
assume that it will not be heard.
On the other hand...
14. Use sound when the signage location allows it.
15. Try to incorporate product tips and information.
16. Experiment. Have fun.

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A well thought out template for digital signage will go far; plus, it can be repurposed for other campaigns with
little effort. If you are short on manpower to accomplish this, consider your company’s website designer or na-
scent employee with starlet skills. Another possibility is to outsource the template design to a third-party firm.
Either way, you are still in control of your key message.
TACTIC 2: Use television programming to supple-
ment your digital signage content. This may seem
counterintuitive for a corporate digital signage
channel, but TV is a proven medium that attracts at-
tention. And placed in spots where employees take
breaks, such as cafeterias or lounges could prove a
dynamic way to provide both corporate messaging
and entertainment all at the same time.
Some digital signage systems are available with op-
tionalTVtunersthatallowprogrammingtobedisplayed
in a digital signage layout. Integrating TV relieves much
of the burden of creating a lot of fresh content.
However, there are a few caveats to keep in mind.
The cable or satellite TV source may not allow re-
transmission of its programming without first pay-
ing a commercial licensing fee. Another is possible
competitive conflict. For instance, how would the
owner of a used car lot feel about unintentionally
displaying the commercial of a competitor on his
digital sign?
TACTIC 3: Managers employing digital signage
have access to syndicated digital content services.
Unlike cable news channels that seek to offer a
DIGITAL SIGNAGE
DEPLOYMENT STRATEGIES
1. Use larger displays or even video walls when possible
and practical. Bigger increases the wow factor!
2. Make sure your messages are relevant to the time,
place and purchase opportunities at hand.
3. Incorporate touch screen technology when interactivity
is appropriate and useful to the audience.
4. Utilize motion sensor technology when appropriate
and useful to the audience.
5. Utilize custom data when appropriate and useful to
the audience.
6. Use an editorial calendar to determine the best timing
for content.
7. Incorporate frequent brand IDs for your company and
its products.
8. Use your signage to create add-on sales: accessories
with that dress, extra cheese for that burger, etc.
This strategy has created double-digit sales increases
for many companies.
Insert company name and
logo to brand template.
Supports syndicated media,
streaming videos, Flash media
or TV programming.
Use crawl (ticker) feature to
display RSS Feeds on any topic.
Use widgets or apps for company
news, events, social feeds, schedules,
promotional graphics and photos in
multiple zones.
Theme template with brand
colors or background design.
Use widgets or apps to import
weather or other useful
information such as time.
ANATOMY OF A TEMPLATE

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broad range of news headlines, managers can subscribe to feeds that more narrowly match areas of
compatible business interests. Doing so will make the digital signage content more relevant in the minds
of those viewing the content.
TACTIC 4: Add video from a webcam. More advanced digital signage systems make it easy to integrate
video from a streaming video camera. Imagine the possibility of a retailer at a ski resort using this capabil-
ity on its digital sign to show the length of lift lines or views from a mountaintop lodge. Or, those responsible
for signage at an airport might wish to integrate video from a camera mounted atop the control tower to
display takeoffs and landings. Like integrating off-air or cable TV, Webcams and weather cameras offer a
regular source of fresh content without having to devote personnel to the task −aside from setting up the
camera in the first place. All of this can be meshed with social media to integrate real-time experiences with
on-the-spot customers who are willing to trade their privacy for a moment of “fame.”
TACTIC 5: Select digital signage software that can
automatically import data from company databases
and content sources to relieve staff from re-keystroking
data into the digital signage page.
Tapping into data automation is a great way to repurpose
existing resources without needing a full-time content
manager, graphics artist, or a third-party service provider.
Additionally, widgets or other software programs can be
used to source news feeds, social media feeds, weather
forecasts and corporate web pages. This could happen
simply by sitting down with stakeholders and identifying
pieces of data that could populate a digital signage tem-
plate automatically without staff intervention.
TACTIC 6: Consider offering internships to graphic
art students from local community colleges, universi-
ties, and institutes. Both paid, and non-paid intern-
ships are a staple of the college experience, and local
colleges and universities offering graphic art programs are filled with students looking for a chance to let
their talent shine. Often, institutions will have requirements for companies offering internships to ensure
their students are supervised and receive a quality experience. For a business with a marketing manager
who’s able to invest some quality time to mentor a student, offering an internship to students to create fresh
digital signage content can be a win-win scenario.
TACTIC 7: Select digital signage providers carefully, and be leery of the too-good-to-be-true market-
ing gimmicks offering something for free. You get what you pay for holds true even with digital signage.
Ask: How difficult is it to use? How much support is offered and at what cost? How long has this company
been in business? Will they be in business next year? Does the software use an offline or online user in-
terface (UI)? Which UI matches my needs better? Managers with limited time to devote to digital content
should carefully evaluate how easy the content management software is to use, because poorly designed
and integrated software will waste epic amounts of time.
A hotel typically relies on event or property
management software to track reservations,
meeting room bookings and conference events.
For instance, meeting room booking data, such
as the name of the party renting the room could
populate a text field in a template built for use
on a digital reader boards outside individual
conference and ballrooms.

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TACTIC 8: Leverage existing non-digital assets, such as brochures, flyers, sell sheets and catalogs.
The good news for small and large businesses alike is they’re probably sitting on a mountain of existing
“analog” material that can be repurposed for use as digital signage content. Yes, these resources will
need to be reworked to fulfill a specific requirement for digital signage use—something most business
people don’t have the time or talent to do. However, graphic arts departments or interns should be able
to make quick work of repurposing these sorts of resources as digital signage content.
TACTIC 9: Leverage existing digital assets including promotional and advertising materials to mini-
mize the amount of original content that must be created. Existing content, including everything from
corporate videos to social media assets can be reused on digital signs when appropriate.
This may only require sitting down with the person in charge of marketing and finding out what media
assets are available to repurpose on the digital signage system. If such media fits into your company’s
communication objectives, your marketing department may be a rich source of web videos, PowerPoint
presentations, animations, logos and other valuable assets.
TACTIC 10: Use RSS feeds to keep a stream of fresh content constantly updating on the screen. De-
pending on the business and the application, Internet RSS feeds from various sources can provide fresh,
new content to attract viewers and hold their attention.
Better digital signage software will support RSS as a source feed. RSS feeds are often available directly
from one’s website, which may be a great way to reinforce corporate news. Additionally, there are count-
less sources of both local and national RSS feeds from many Internet providers on popular topics that
could supplement a digital signage communication strategy.
Using these tactics will help chase the el-
ephant out of the room and reduce the bur-
den placed on managers to create fresh and
sticky digital signage content all the time.
Any approach that can keep content fresh
and sticky without taxing limited personnel
and financial resources will prove in the long
run to be an important element of succeeding
with digital signage.
Why Content Engagement Matters
If You’re a Marketer
Successful marketers know their messages exist in a context that enhances the value of their commu-
nication to consumers. For instance, a billboard lets Interstate drivers know a gas station is at the next
exit. Or, a print ad for the latest smartwatch runs in a magazine with a focus on high-tech gadgets. Even
the nightly news has commercials relevant to its audience.
To this end, digital signage content must in some way capture the attention of viewers and focus it on
product features, specials, or some sort of infotainment that adds to the brand experience. So, from
delivering an appealing message at the point of purchase to customizing a marketing message for a
specific place and time, digital signage offers significant benefits to marketers and retailers. But a solid
digital communication strategy requires an additional step for a marketer.
“C
reating a wow factor often involves
some form of customer engagement.
You don’t necessarily need a big
budget to have fun with digital signage and to
create a better customer experience, which is
a fundamental principle to achieving a better
communication strategy.”

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For the medium to flourish in a retail setting, marketers would do well to deliver on the value proposition
of digital signage for consumers: make their shopping experience better than it would have been without
the presence of the digital signs.
One way to make the shopping experience better is to allow consumers to change the content of the
digital sign. How so? Simply by giving customers choices in what kind of content they want to see on the
screen, which is what interactive digital content is all about—engagement. This enables the context of
advertising, product information or infotainment to be personalized according to one’s whims.
In a recent article, A lesson from the agencies: creating suc-
cessful DOOH content, published by OutputMagazine.com, au-
thor Geny Caloisi highlights several examples of how important
engagingcontentistoamoremeaningfulconsumerexperience.
The article quotes Sophie Burke of Zoom Media, who says, “…
the majority of truly successful and innovative media campaigns
involveanelementofspontaneity-whetherit’scopywhichcanbe
adapted dynamically based on real-time data, or an interactive
component which allows the consumer to get involved.”
Additionally, the article quotes Nick Mawditt, Global Direc-
tor of Insight and Marketing at Kinetic, a UK-based digital-
out-of-home media company, who suggests that physical
interactions are more useful than the more hyped gesture
interaction. Mawditt relates, “If you touch a screen, you are
engaging in a more personal and private level, even if it’s in
a public space. With gesture, the engagement is brief and
people can feel self-conscious.”
Creating a wow factor often involves some form of customer
engagement. You don’t necessarily need a big budget to
have fun with digital signage and to create a better cus-
tomer experience, which is a fundamental principle to
achieving a better communication strategy.
So there you have it in a nutshell; in the same way that
mobile and Internet media benefit from relevant in-
teractive media, digital signage campaigns can benefit by adding interactions of many kinds, which lead
to a better, more helpful, or at least a more personalized experience. This is why engaging content matters
to digital marketing strategy, and why you should consider trying it on your next digital signage campaign.
Why Digital Signage Placement Matters, Too
Don’t make this mistake: not giving much thought to sign placement, or even worse, wasting your ef-
forts and budget on misplaced digital signs. People are not likely to look up to your ceiling for product
announcements. Instead, place product-specific content where products are, preferably at eye-level or
shelf level. The closer the advertising to the purchase opportunity, the more effective it will be.
Even more than just hanging a digital sign where it’s convenient to see, think a tad further about the
bigger picture. For example, digital signage can influence the ambiance of a building by the way it is
integrated into the environment. Have you considered that your digital sign may be way too small and
unimpressive to make your point? Try a video wall instead! Get creative…think of your digital displays
as canvases for creative expression.

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Finally, by locating your signage in the optimal place and
choosing the best size, the creative content can now fully
stimulate the senses, arouse and influence behavior that
complements the purpose of the building’s design, which
reinforces and extends the core brand image. Empowered
with great design, you can inspire your viewers with an
aesthetic experience.
Now Jumpstart and Execute
Your Digital Signage Strategy
Given the time and willingness to learn from trial and er-
ror, anyone, regardless of background, can be successful
with digital signage; but, it’s important to shake off the
common “a slide show is good enough” mentality—it’s
not an effective strategy for creating the wow factor that
drives a better customer experience. Sure, everyone is not
a Picasso per se, but everyone is creative to some degree.
Feeling overwhelmed or out of your comfort zone? Consider asking a full-service digital signage provider
with a good reputation to help design your first campaign. This will reduce your learning time and in-
crease your chances of success considerably. A provider of professional creative services will do their
homework by performing a thorough discovery process. The discovery process should reveal what the
wow factor would be for your business, which will be unique to your application. Also, a creative agency
will maintain your brand standard, and if you don’t have a brand standard, they will help establish one.
If your digital strategy is based on some sort of promotion, they will research your audience to under-
stand what they care about and create a call to action if necessary. Finally, a successful execution will
have various forms of measurement based on your return-on-objectives.
The recommendations in this content guide won’t give you the wow factor automatically, but it will
jumpstart your digital signage strategy and get it moving in the right direction. Success will come by
executing communication campaigns that use creative thinking and content which transforms digital
signage from mere displays, computers, and cables into a dynamic medium with a limitless ability to
inspire, inform and motivate.
About Keywest Technology
KEYWEST TECHNOLOGY is an authentic developer of digital signage technology and a full-
service provider offering solutions from simple playback to large multi-sign and interactive networks.
Keywest builds systems with a holistic approach that includes key software technologies, creative de-
sign, system design, and comprehensive service level plans. Based in Lenexa, Kansas, the company is
dedicated to making business communication as enjoyable as a day at the beach.
Digital signage template examples provided by Keywest Creative.

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