Content is King: Creating High Performance Advertising
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Out-of-home digital media is one of the fastest growing advertising media in the industry today. In North America, an estimated 200 networks comprising 300,000 digital signage displays are deployed in retail stores (grocery, apparel, pharmacy, convenience, sporting goods, service stations) customer service locations (doctor’s waiting rooms, hotels, cinemas, malls), transportation areas (elevators, airports, train and public transport stations, walkways, building lobbies etc.) and other locations. According to InfoTrends/CAP Ventures, industry revenue is expected to grow at a 35% Compound Annual Growth Rate (CAGR), such that the 2005 revenue of $1.13 will grow to over $3.4 billion in revenue and one million digital signs by 2009. Clearly, the industry has reached a tipping point.
The four key principles to keep in mind when creating content to ensure it delivers maximum results are:
Principle 1: Design content for a specific audience, context and time of the day
Principle 2: Design content to exploit the technology
Principle 3: Include a value proposition and a call-to-action
Principle 4: Build the brand by selling benefits
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