<aside> đź’ˇ Context: What is the viewer doing, and the type of content you should give them (eye-candy, ads, what ads)


Digital Signage Best Practices: Find the Right Context for Your Audience

Digital signage uses screens and projectors to display content such as graphics, videos, and pictures in an eye-catching and engaging way. There are many reasons why digital signage is the future of communications for many sectors. Retail, gyms, and medical clinics among other industries use this technology daily. Considering the right audience context is key to delivering the message successfully.

Why does context matter when it comes to digital signage?

Digital signage can share many types of content. It can be used to entertain, inform, educate, build awareness, educate about a product, or a mix of these. That's why it’s crucial to understand the context for which you are using your screens and what you want to achieve with your content.

The message you want to share needs to be relevant to the audience. And for that, you need to consider what's the best content and timing. The message will be different if it’s targeting a shopper inside a store with a short attention span or someone in a medical waiting room, that wants to be entertained and informed on how to take care of their health.

As you create your digital signage strategy, you need to consider aspects to make sure digital signage content is effective for your specific audience.

Finding the right context for digital signage

Identify your audience

The first step is to know more about your audience. There are four key questions to ask yourself when considering your audience:

  1. Who are they?
  2. How much time do they have? Are they waiting or are they passing by?
  3. Where are they?
  4. What do they want/like?

These four questions are the basis for your content strategy. You can then begin to curate your content playlists based on the type of content that will appeal to or be more helpful to your audience.

For example, you might be planning your strategy for a doctor’s waiting room.