A Smart Approach To Segmenting Your Digital Signage Screens

The real estate on your DOOH screens is valuable because it is so limited. In most settings, you only have a few seconds to capture the attention of your audience, draw them in, and deliver content that inspires them to take action. This ongoing challenge has caused two distinct camps to emerge with regard to segmenting content on digital signage displays.

On the one hand, there are those who feel doing so risks diluting the potency of their individual clips. The opposing camp, however, claims segmenting displays offers the most effective method for maximizing limited space. Both sides have valid points. The goal of this article is to provide a few suggestions for managing your signage content in the event you intend to split your screens.

Suppose you split your signage displays into four sections: the primary section, which takes up most of the screen, a bar across the bottom, and two sections on the right side. Given this arrangement, your main objective is to prevent viewers from becoming distracted from the messaging within the main section of your displays. One method for accomplishing this is to keep your DOOH clips consistent with your organization's brand.

This extends far beyond fonts and colors (though color is a useful branding tool). Your messaging should also take into account how your audience sees your brand presented on other visual collateral, including static signs, merchandising displays, and even employee uniforms. By keeping your DOOH messaging consistent with your current branding efforts, you'll minimize your audience's distraction.

Consider where your eyes land when you observe a poster or sign. You're likely drawn to objects that are large and vibrantly-colored. This is true for most people; it is consistent with the way in which our brains are wired. Knowing this, you can leverage color and other visual elements on your segmented screens to lead your audience's eyes.

Elements within your main messaging should be brighter and larger than those in the side and bottom panels. For example, if you're scrolling news headlines or displaying weather updates, avoid making the creatives or text larger than those in your primary clips.

Ideally, you should be able to schedule individual clips that converge with each other on your signage displays. The alternative leads to distraction. For example, suppose our 4-segment screens are installed near the poultry section of a grocery store. The primary message (displayed in the largest panel) might show shoppers how to prepare a chicken salad. Within one of the side panels, you could display a special promotion for chicken.

By designing digital signage clips that dovetail with each other, you'll accomplish two goals. First, you'll prevent your viewers from becoming distracted from irrelevant content on your DOOH screens (e.g. stock symbols, weather updates, etc.). Second, you'll leverage their attention, making it easier to deliver your message.

With four sections at your disposal, you may be tempted to deliver a flood of "engaging" content to your audience. After all, you have the screen real estate available; why not use it? The problem is, doing so is dangerous if you hope to keep your audience's attention and prompt a specific action.

To be sure, there is no shortage of content sources from which to pull your digital signage streams. In addition to stock market and weather updates, you can display sports scores, Twitter entries, and take advantage of user-generated material. Unfortunately, this creates a jumble of incongruent clips, and dilutes the power of your main message.

Consider the goals you have established for your signage network. Use these goals as the litmus test for whether you should include any given piece of content.

If you plan to segment your screens, take steps to prevent needless distraction from your primary message. Remember, digital signage content is only valuable if it delivers your intended message and prompts your anticipated response.