Cornelia Henkel

News blog

Cornelia Henkel, Head of Marketing


Malta, 10/05/2016

Dynamic Digital Signage solutions provide automated content aimed at augmenting the relevance of ads for consumers and prospects. Dynamic ads in form of videos and animations appear on screens in real time when a specific query is delivered to a server. There are different ways to create dynamic ads, e.g. by using templates, variables retrieved from social media feeds and RSS feeds and other data capture tools. For instance, Face Detection and Face Analysis technologies analyse the viewer’s gender, age group and mood and use those parameters to create personalised content for different target groups.

Here are 6 tips to consider when you want to effectively create Dynamic Digital Signage campaigns:

1. Identify your target groups and define the objectives of your campaign

Before you start creating your Dynamic Digital Signage campaign, you should firstly think about your target groups and overall objectives. What exactly is the aim of your campaign? Who exactly are your target groups and what message do you want to transmit to them? Have you defined the Unique Selling Points for your product or service? For instance, do you wish to increase the number of dwell and attention time in front of your point of interest or do you want to augment your conversion rate? Once you have defined your target groups and your overall targets, you can start to think about your hardware and software requirements.

2. Choose a suitable Digital Signage hardware

There are numerous hardware device options and suppliers available on the marketplace. Your choice will depend on your specific communication needs and on the peculiarities of your location(s) to select either some type of LCD screen, stand-alone totem or kiosk. Your hardware choice will have an impact on your content production, e.g. image resolution and screen alignment (vertical or horizontal). Some hardware suppliers provide a more or less complete, integrated Digital Signage solution.

3. Select a professional Digital Signage software

Keep in mind, to effectively manage your content throughout your network, you need to have an effective, flexible and user-friendly Digital Signage software. It should be easy and fast to update content throughout your network, to a group of displays or single locations only. Furthermore, the software should accept multi-format content including videos and animations.

In order to effectively create Dynamic Digital Signage campaigns, make sure your Digital Signage software allows you to use external information such as RSS feeds, social media feeds and Face Analysis data capture data to command your content. This is especially true if you wish to distribute personalised content to different target groups.

4. Use a practical design tool for your content creation

As we all know, "content is king". I would personally add that content is king if it is relevant. Hence, you will want to create personalised content that rocks. Today, there are several tools available, even for non-designers, offering drag-and-drop interfaces, pre-designed layouts and templates and hundreds of free backgrounds, frames, photos, etc.

5. Use premium images, videos and other design features to reflect your brand’s superior Corporate Identity (CI)

The content you create should reflect the high overall quality standard of your company. Use high-resolution photos. If you don’t have them at hand, use stock photos. There is a wide range of options available at reasonable prices.

6. Use an efficient marketing analytics tool to evaluate the success of your Dynamic Digital Signage campaigns

Use an efficient Marketing Analytics tool to measure and analyse the performance of your Dynamic Digital Signage campaigns - in real time and over a span of time – to adjust your Marketing strategy and tactics as needed to optimise your communication and processes and to maximise your return on investment (RoI).