Wednesday, October 15, 2014

Do not underestimate the importance of fresh content

Anyone who has ever managed a digital signage system can relate with the following statement: "I feel like I'm on a hamster wheel".

Having to create fresh new content, day-in/day-out can be a pain regardless of the technology running the show. It's like publishing a successful blog or a popular social media feed.  You need to be disciplined and consistent otherwise your content quickly gets stale and viewers tune out.

You must come up with fresh ideas to keep your audience's interest.  Might sound easy but at first but you will soon discover that running a screen network requires a lot of work.  Many popular CMS systems offer content creation tools but it's not much help unless you have your own creative team on staff.

So here are a few suggestions to take some of the pain out of running your own network...

Online resources

It makes sense to spend a bit of money and sign up with a good royalty-free content source like fotolia or shutterstock.  Most of these stock media resources offer annual memberships or sell credits that you can redeem for content.  It's worth the time to look around and check out some of these sites even if only for inspiration.  There are also new free image sites that you should check out like Flicker and Unsplash.   Just be sure to respect all copyrights and usage agreements.

For those who require video content, there are web based services that will let you create your own clips for a small fee.  Most are aimed at the online advertising community but there there are a few that cater to digital signage.  One such service is called Spotomate.  These folks let you create full HD video ads for around $75. Best of all you get access to professional templates designed specifically for the digital signage market and you don't need any special video editing skills.  You just need a few good photos and a story to tell.  The site has many examples you can check out before you get started.  The content is very slick and the results are quite impressive.  Best of all it's affordable and easy to use.

Online News

RSS feeds can be a great source of dynamic content.  This can be really useful because the content is maintained and updated by someone else and your screens will receive regular updates which helps keep the content fresh and interesting.  However, make sure you read all licensing documentation and usage agreements.  Assume RSS feeds available to the general public are meant for personal use and are not intended for re-distribution.  If you run across one of these feeds and wish to use it on your screens, make sure you contact the rights holder first to find out if they offer an agreement for commercial use

Publicly available RSS feeds do not come with the same guarantees as commercial feeds and public servers may go offline at any time creating gaping holes in your carefully designed layouts. You might end up with empty news banners or weather widgets unless you use paid content that is meant for digital signal use. 

Fortunately, several creative studios have jumped into the commercial news and sport feeds business to help network operators get online content specifically designed for digital signage use.  BlueFox, Screenfeed and Seenspire all offer rich, professional looking content that is updated daily and they make sure news organizations behind each feed have been paid for this type of use.  Expect to pay a small monthly fee per screen per month.  Large screen networks can negotiate volume discounts and new topics are constantly being added.

It's important not to underestimate the importance of fresh content so feeding your digital signage network should be priority one.

1 comment:

  1. If you run an architectural firm, for an instant, you could set up a slide show to allow prospective clients to take a look at some completed projects. Clients or the customers trust on peer recommendations rather than on advertising and displaying projects.

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