#1 Tip for Digital Signage

Wait, what’s digital signage again? It’s the site-based screen media we use for promotion — as opposed to the media we use for edutaining visitors.

There is one huge mistake everybody makes with digital signage. Want to avoid it? Here’s the #1 tip:

Put digital signage where people already wait.

Simple, eh? But here’s how the conversation usually goes:

Senior Person: “Let’s get digital signage to promote programs. We’ll use all our empty hallway walls.“

Junior Person: “Uh, shouldn’t we put them where visitors wait? They walk past hallway walls.”

SP: “Places where visitors wait are already full of posters and bulletin boards!“

JP: “Isn’t that because that’s where promotions work best?“

SP: “We’ll go with hallway walls. They’re empty.”

Digital signage is almost always visual messages that appear sequentially over time. Visitors need to look for a while, or they’ll miss most messages.

So what are some good spots in a cultural venue?

- Elevator lobbies
- Elevators
- Restroom lobbies
- Cafeterias

See the pattern? Add your own to the list.

Here’s the thing:
Digital signage has a duration, like commercials. So it has to be where people stand still long enough to see it.

Warmly,
Jonathan