Bit Digital
Wednesday, December 30th, 2009
Digital Signage: What do you expect? What do they expect?
Whether hanging from the ceiling of a retail store, located near a door in a airport terminal, or is in a hotel lobby, a digital signal has a basic function: to communicate.
It is clear that the types of communication, information, promotion or advertising relating to the unique and different. What is the same is the expectancy of the person responsible for the signal Digital is going to transmit a bit of information to your target audience. All other expectations signal that connects emotionally with a viewer, a store brand or a product or promoting a particular product or bid-build on this basis only.
However, identifying the main function of a digital signature is a bit actually easier than the execution of that function. Why? In short, it is because there are digital signals in an environment that floods the media, saturates and dominates the comings and goings of the public who attend to their daily lives. In other words, a digital signal has to compete with hundreds of other messages bombarding his audience along on the day, cut through the noise and connect even for a short time with his audience only to provide a few bits of information.
Of course, if that information is something that a member of the target audience is seeking, such as addresses or information to confirm what is happening in a particular conference room decision in this regard is much easier. But if the goal is to promote or advertise a service or product that pedestrians are only slightly interested in, or worse yet, unknown, so the connection becomes a challenge to communicate more difficult.
Fortunately, the tools and skills to communicate with text, graphics, animation and video are widely available, relatively affordable and well understood. With over 60 years of television under the band the nation, both those providing and receiving video information with which communication has a long history of TV communication.
Without Clearly, the digital signals are not television, but they are the closest you can get to the TV without mounting an antenna on a tower and firing a transmitter. As result, digital signage communicators can use digital signals share common elements with television to present their messages in a shorthand visual that everyone who watches TV understands.
It is worth mentioning, however, that the visual shorthand of television is in flux. The former image almost square tube, which dominated the living rooms of America during the past six decades is giving way to larger, more clear screen flat panel capture an increasing share of the market for television at home. In fact, that the latest survey by Frank N. Magid Associates found that 25 percent of TV households own U.S. HDTV now. That's 28 million homes in the United States, where television was made in a sharp screen, television Widescreen.
The same survey found that the rate at which younger adults, ages 21-34 – are buying high definition televisions has accelerated. It also found 28 percent of buyers purchased an HDTV to connect HD set to a game console such as Sony PlayStation 3 or Xbox 360 from Microsoft.
The growth of U.S. HDTV households in general and the large number of young adults to connect to a game console speaks to equation across the digital signal of confidence: in particular what the public expects of digital signage.
Those responsible for the digital signage content should keep in mind that your audience is developing an appetite for increasingly sophisticated visual. In case of standard definition video that once was the cost of admission to the game video, high definition video will soon become the baseline. Where Content Management in a relatively square, relatively low resolution screen dominated television, digital signage content is increasingly being organized in areas of high-resolution rectangular screen.
And finally, where instead artificial representations of reality, once dominated the TV animation, true to life looking animated elements are rapidly becoming the norm. Since the discovery Magid related to the amount of young adults are buying televisions high definition to connect to a game console, along with the amazing animation, life-like than is common in video games such as Madden NFL 08, EA Sports, is clear that the bar is being raised dramatically.
None of this means that digital signage content producers should tenant teams digital filmmakers and artists 3-D. Rather, it is just a reminder that the visual taste of digital signage audiences in this country are in charge. Keep the viewer's expectations primarily on account of the creation of content for digital signage is the first step to realize the reasonable expectation a user can have a digital signature, namely, to communicate.
About the Author
David Little is a digital signage enthusiast with 20 years of experience helping professionals use technology to expand their marketing messages with alternative media. Visit http://www.keywesttechnology.com and find how you can expand your marketing horizons. For further insight, download my free white paper Six Basic Applications for Digital Signage. This paper focuses on applications for the hospitality industry, which are applicable to every industry. And while you are browsing our web site, sign up and take advantage of our free weekly Webinars that give you hands-on experience with our digital signage software.
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