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Creating Effective Content for Digital Signage Players

Posted on: March 6, 2013

Digital signage is an exciting new medium that helps business owners throughoutTennessee,Arkansas, andMississippi communicate more effectively with their customers. But, there is much more to digital signage than buying the hardware. You have to learn how to create content that will maximize the effectiveness of the medium to give you the greatest return on your investment.

Many retail managers have a hard time figuring out how to create the best content strategy because it is unlike all other methods of advertising. Unlike print, Internet, and TV, effective content for digital signage has few limitations imposed upon it by its medium. It can combine the best of static images, animation, and video to reach your customers. This may seem like quite a challenge.

Digital Signage Considerations

Here are four considerations every business leader should know about digital signage:

Dwell Time

In order to effectively create content for digital signage, you must consider dwell time. Dwell time is the amount of time that a customer typically spends looking at the digital sign. For example, if the sign is targeted toward customers standing near the meat counter at a grocery store, then the average amount of time that customers spend in front of the meat counter waiting for their order is the dwell time. If the dwell time is only a few seconds, then a static image with text will be far more effective than a two-minute long video. Likewise, in a doctor’s office where average dwell time might be 20 minutes, then a 20-minute looped video would work much better than a still graphic.

Turnover Rate

After determining the dwell time, you must consider the turnover rate, the number of times that the content must be refreshed in any given time. If your store has daily specials, which is common in retail businesses and restaurants, then you must change the content on a daily basis. The content displayed on the digital signs must always be relevant to the customer in the present moment.


The correct positioning of a digital sign is an obvious consideration, but it is often done incorrectly. You need to consider not only the correct height, but also the proximity of the sign to the product advertised.

Call to Action

Most importantly, remember to have a strong call to action. The purpose of any sign is to incite the viewer to some action. What do you want the customer to do? Whether you want them to buy a sale item, call a number, or a visit a website, make sure that it is easy to find the call to action.
Just remember to keep these principles in mind, and you will be sure to have an effective digital advertising campaign.

For more information about digital signage players, call State Systems at 901-531-6550 or contact us online.

We offer digital signage installation services in:
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  • Oxford, Tupelo, Batesville, Horn Lake, Olive Branch, Southaven, Hernando, Greenville, Greenwood, Tunica, Clarksdale, Grenada, Senatobia, Cleveland, and Desoto County, Mississippi (MS)
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