Connectedsign Digital Signage White Paper

Should You Divide Your Digital Signage Screen Real Estate?
Connectedsign, LLC

From the perspective of placing your digital signage network within a retail venue, splitting your screen real estate is dangerous. The multiple media streams can easily distract shoppers. Once they're distracted, it's difficult to regain their attention and trigger your desired response.

Having said that, there are circumstances in which a multi-segment screen can provide value. This is especially true when you have a captive (or semi-captive) audience. For example, if your DOOH network is placed within elevators, your viewers can't escape. However, nor can they immediately buy whatever you're promoting. In that case, splitting your real estate might engage your audience in a way that would be impossible otherwise.

In this article, I'll provide a few guidelines for using multiple media streams simultaneously on your signage network. We'll approach the issue from the context of placing your digital media within a retail venue.

Segment According To Your Objective

Just because you're segmenting your screen real estate does not mean you should mix unrelated content equally. Certain elements should enjoy prominence according to your goal.

For example, suppose your displays are placed within the produce department of a grocery store and your goal is to lift in-store sales of apples. Further suppose that you have split your screens into three segments with half of the real estate devoted to displaying recipes that use apples. The other half does not need to be split equally. Instead, give prominence to a clip showing apples and their price. That keeps the message cohesive.

Cater To Human Nature

When shoppers watch signage media on a multi-segment screen, they will initially focus on the largest portion of real estate. That's human nature. They will also form subconscious connections between what they view on your DOOH network and elements of your brand.

You should minimize any media that is unrelated to your main message. Using our grocery store example, suppose you're streaming stock prices across the third segment. Minimize that stream to prevent it from competing with your message (i.e. "buy apples") for shoppers' attention.

With regard to the connections shoppers form psychologically, you should integrate any part of your brand that is memorable. For example, if your venue's name is always displayed in red on your printed collateral, make sure it is shown in red whenever it appears within your signage clips.

Leverage (And Limit) Motion

Shoppers' eyes naturally gravitate toward whatever is moving on your screens. On the one hand, you can use this to your advantage to grab their attention. On the other hand, if you misuse motion, you might trigger the opposite effect.

For example, let's go back to our grocery store. Suppose your screen is split into six segments: bars at the top and bottom, two small pieces stacked horizontally on the right, and the rest of the real estate split into two segments. Imagine the effect you might have on shoppers if you use motion within all six segments. Shoppers might become confused and frustrated. Rather than attracting their attention, you might cause them to flee.

Motion is powerful, but limit its use to one segment (or, two at most).

Lean Toward Simplicity

Simple signage content is often more effective at generating a response than complex content. Remember, shoppers' attention spans are short. It's unlikely that they are there to watch your screens. If your digital media does not need to be complex in order for you to achieve your goal, keep it simple. Using our grocery store example, motivating shoppers to buy apples does not require flashy video and sound. Recipes and pictures of mouthwatering dishes using apples is sufficient. Always lean toward simplicity whenever possible.

If you must segment your digital signage screens, follow the guidelines above. You'll be able to engage your audience, keep their attention, and drive your message home.

By Loren Bucklin
President

Connectedsign, LLC
lbucklin@connectedsign.com
www.connectedsign.com
866-833-2723

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