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Digital Signposts: Making Content Really Stick

Jun 22, 2012 10:13 AM, By Vern Freedlander, Vice President, Production, X2O Media


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Creating and deploying engaging content is perhaps the greatest challenge in digital signage. Advertisers, producers, network operators, and integrators all have a vested interest in making sure content really “sticks” with viewers. To that end, one of the most exciting aspects of digital signage is the concept of allowing users to actually take messaging with them by delivering content directly to their mobile devices. There are several ways to accomplish this, including the use of QR codes on signs that allow users to obtain extra content, sign up to loyalty programs, or to receive promotional information via text message or email.

A practical application for QR codes is a natural extension of wayfinding applications. When searching for directions in a hotel or conference center, a user could scan the code to receive the specific directions directly on their mobile device. This helps them avoid getting lost as they move away from the sign, and provides an opportunity for additional content and messaging integration. In retail environments, coupons or news of an upcoming sale could find its way directly to a user’s smart phone via text or email. Take this a step further and users could receive rich, branded media content such as video clips and music. For example, a home improvement store could provide instructional DIY video clips while a clothing retailer could make a new music release available.

Mobile devices provide a very powerful opportunity for advertisers, who, in conjunction with network operators, can create new and exciting ways to maintain engagement with audiences that go well beyond exposure to signage. The result is a solution that packs a double punch; an initial message focusing on a very specific audience via place-based digital signage, and then additional content that sticks with and travels with the user.

Vern Freedlander is vice president of production services for Montréal-based X2O Media, a full-service provider of technology, network management and content services for professional digital signage applications. With more than 20 years of broadcast television experience as a producer, director and executive, Freedlander oversees all of X2O Media’s content initiatives. He can be reached at vern@x2omedia.com.



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