8 Tips For Creating An Effective Digital Signage Campaign

18 March 2019

One of the best ways to integrate traditional marketing media with digital technology is to use digital signage. This advertising option is excellent for helping brands stand out from their competitors, as they make it possible to present the company in locations where there is plenty of traffic. Here are ten tips that marketers should keep in mind when creating an effective digital signage campaign:


1. Think about what is needed

Like many other marketing strategies, the goals and objectives need to be defined before the campaign is launched. The use of digital signage is very much the same. For maximum brand recognition, the campaign needs to involve eye-catching signs that allow people to remember the brand and what it does.


2. Do some market research

The audience decides the quality of the campaign, so it is of the utmost importance for a company to understands the needs and preferences of its viewers. A series of market research is required to see who the audience groups are so that an effective digital signage strategy can be designed around the core concept of the campaign.


3. Keep the ad runtime to around 8 seconds

Eight seconds is the optimal amount of time for a digital signage ad spot. The entire message should be conveyed within this eight-second period, plus or minus 1 to 2 seconds. Digital signs are not TVs; people see them as they are commuting from one place to the other, which means that they do not have time to stop and look. Make sure that nothing more than the core message is included to avoid cluttering up the signs.


4. Be careful about colour choices

The colours of the signs have a prominent effect on how the audience will perceive the campaign. Colours have the power to direct people’s thoughts and emotions, which is why the colour scheme has to be thoroughly reviewed. A brand needs to use one that fits with the message of the campaign and its identity. Furthermore, the combination of colours is incredibly important, as it will affect the visibility and comprehensiveness of the message as well as the overall aesthetic. For example, a bright yellow font colour on a white background will make it very difficult to read, which will subsequently reduce the effectiveness of the campaign.


5. Make sure the fonts are easy to read

The safest bets for fonts are typically serif and sans serif fonts, as those are compatible with just about any system. They are incredibly easy to read as well. The font size should be large enough for passers-by to read with ease, as that will ensure that the message is delivered effectively.


6. Be wary of the movements

Incorporating animations and movements in the signs is a great way to help draw attention to it. However, use it tastefully. People have different levels of tolerance towards movement. For this reason, the animations need to enhance the campaign rather than work against it. For example, if spinning spirals are visible in the background, people may get disoriented and look away from the sign. The effects of the design choices need to be thoroughly researched before it is used.


7. Use QR codes

People should be able to take the appropriate action when they see a digital sign that catches their eye. One of the best ways to do this nowadays is to add a QR code right on the sign so that people can scan it with their smart devices and take action with the campaign right away.


8. Always have fun!

Lastly, keep in mind is that digital signage should be a creative outlet. It is imperative that the marketing team enjoys the process of designing a digital signage campaign. Although KPIs and ROI are important, they should not take away the joy of creating a piece of art that will be viewed by thousands of people every day.


If you’re looking for digital signage solutions in Canada, VIEWitMEDIA is your best option. Get in touch today to see how we can help!