By Alex Mardikian

Digital signage is ubiquitous, we see it everywhere. With DOOH gaining traction and poised for exceptional growth, many companies are exploring digital signage for the benefits it offers. If you wish to succeed with this medium of communication, you need to know the mistakes to avoid.

1.Ambiguous visuals – A visitor must be able to read the message clearly and quickly. You need to grab a reader’s interest and then hopefully initiate engagement. The information on the screen should be easily assimilated at a glance. A cluttered screen can confuse and can cause readers to simply lose interest and leave. Not just the design and placement of content, even the amount of content matters. Nobody really has the time to wade through too much content, at least not during the very first interaction with your brand. Copy that is bold or all caps may appear tacky.

2.Uncoordinated movement – Static content does not quite catch the eye in the same manner as moving content does. In fact, moving content is 500% likelier to grab eyeballs. But this is possible only when the content moves at a pace synchronized with the design of the signage and the layout on the screen. The pace has to be easy on the eye and not rushed. Animation and videos are good but must be used such that they don’t take away from the message.

3.Low-resolution images – Poor quality pictures are a bad idea. You need to use images. Pictures, after all, speak more eloquently than words. Pixelated images and free clip art images will not cut it with an audience that expects much more.

4.Generic content – Digital signage is not for uploading files taken from your website. The content has to be customized to the audience being targeted and the location. The format of the content has to support easy reading and quick assimilation by an audience on the move.

5.Poor placement – If the screens are placed such that they catch the sun’s glare or if people have to crane their necks to read what’s on them then you’ll lose the opportunity to engage with people. The screens should ideally be placed at eye level or slightly higher. If the display is placed where the footfalls are poor, then you’re fighting for a lost cause. Get the location right before even beginning to move the hardware.

6.A missing call to action – That’s a letdown for your brand and will leave the reader confused because there’s no way to decide future course of action. There has to be a call to action and it has to be placed such that the reader can see it clearly. Without a call to action, the message is little more than an attempt at brand awareness. A call to action gives you an opportunity to measure the effectiveness of the messaging based on the actions taken – purchases, signups, downloads, etc.

7.Not being in tune with audience expectations – Without knowing what the audience wants you cannot craft a message that will get them to take the desired action. Depending upon the product or service you wish to market and the demographic you’re targeting, you need to craft messages that may be witty, data-backed, pithy, intriguing, helpful, etc. Try different messages till you can arrive at one or two that generate the maximum response.