By now you must be rolling your eyes as much as we do, whenever you hear things like “digital delivery ecosystem” “multi-screen, multi-zone” “no technical know-how required” “digital signage platform” “up-rez” “integrated hardware and software” “IP-based remote updates” and “place based media buys.”
Spend as much time deeply immersed in the electronic signage arena as we have, and you will be as certain about the following as you are about anything: That the two most important elements of electronic digital signage are the two aspects that are mentioned the least:
- Content. Real, quality, beautiful, targeted, creative content.
- Support. Real, quality, friendly, knowledgable, support.
This post is about Content. It won’t be long before business owners and marketing managers turn their noses up at pixelated footage, bad color, and poor sound quality. The kind of content provided by content providers like LobbyPOP is media house quality. Ninety-one percent of media companies report they supply agency-like services to marketers today, with campaign development, ideation and targeting creative to the right audiences topping the list. Creative development and custom content, cross-platform integration and execution come next. Surprisingly, supplying consumer insights is seventh on that list — and might be the area of most opportunity. LobbyPOP places vertical market insights and solid research first, when creating new content for businesses.
This is a multimedia journey from static content, marketing silos, and disconnect between ad space and buying place, to instant delivery of targeted messages within engaging, “movie-like” content at the point of purchase – the last three feet of marketing.
Seek out media creatives, partner with them. Here’s a quote to note:
“Media companies are the most underleveraged resource for insights that exist,” said Kim Kadlec, chief media officer-worldwide VP at Johnson & Johnson, which owns a major online media property in BabyCenter. “They’re making the content that people are paying to see, they’re not paying to get away from it. We’d like to learn a little more about that.”
Focusing on new business models will be important for digital print sign companies. This “on the ground, at the front line” spot held by sign companies can be an invaluable asset when it comes to client expectations for their dynamic media delivery.
Next post: Custom, Relevant Content.