Finding the right inspiration for digital signage content creation requires that business and marketing objectives be established, and a strategy built for how to realize those objectives.

An apparel retailer will have, for example, multiple objectives for digital displays in the company’s stores. They’ll want to set the tone for their brand and shopping audience through by showing their latest collections, possibly even runway footage. But they’ll also be driving sales promotions and pushing overstocked items. Their objective is to be attractive, but also timely in a way that’s difficult using more conventional print posters.

The inspiration for an apparel retailer, or anyone else, should come in part from what they already do, but also in what they aspire to.

Using existing print, broadcast and online material for creative can dramatically contain costs versus creating all new digital signage material, but the best work leverages the assets from other mediums as opposed to re-using it without adjustment. A TV advertisement, as an example, only rarely translates to a retail environment because sound is needed and it requires people stand and watch, as opposed to seeing it while browsing the store aisles.

There is also inspiration from what other retailers are doing, and what other networks have on their own digital signage screens.

However, the mistake many networks make is seeing what others do, and assuming that’s what they should also do. Many networks have layouts with multiple content zones, borrowing on what they have seen used in broadcast news. But TV audiences are sitting, while digital signage networks are generally moving. Content, for these audiences, should almost always be full-screen.

The best inspiration for any network is the viewer. Think about what an audience – in a store, airport or office lobby – wants to see, and how they will view it. Then build it, or find the digital signage content provider that can provide that ideal service.


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