Digital signage is arguably still in the early stages of adoption for branding, particularly when it comes to content. We’ve seen everything from amazing immersive custom content to poorly designed powerpoint with deals of the day in retail applications. As we discussed in an earlier post, content is king when it comes to digital signage. Your display, no matter what brand-technology-size-shape it is, is only as good as your content.
We experienced this first hand recently we hosted a major U.S. retailer in our showroom at NanoLumens headquarters. They tasked us with building a unique display, with our characteristic slim, lightweight & brilliant attributes to use in their flagship store to enhance their in-store branding experience so we built several different options and configurations for them to come see.
When we set them all up, we synced 5 displays (and these are BIG displays!) to play their custom content simultaneously. What we found was that the effect was total immersion in the brand and a truly amazing experience. We were blown away, the result was far greater than the sum of its parts.
Just to be sure it wasn’t simply the number of displays playing at once, we put different content on each one. The result was a fragmented and distracting brand experience. The content was all very good in it’s own right but each piece fought with others for attention.
For me it was a great “ah-ha” moment regarding content technique and I plan on putting it to use very soon with other upcoming projects. LESSON LEARNED: Use consistent, synced, quality content across all displays within viewing distance to create an immersive branding experience.