DIGITAL SIGNAGE BEST PRACTICES

Know The Role

We’ve already hinted at this, but it’s worth mentioning again. Make sure the content on your screen is appropriate for it’s placement within your business. You wouldn’t want Waiting Room TV playing behind your counter because that’s not where people watch TV while they wait. And similarly, you wouldn’t want a Digital Menu Board in your waiting area because it doesn’t help pass the time.

Viewing Distance

Here is a quick guide to help you choose the right size screen based on where customers will view it from:

Placement

When placing a screen, consider these key areas:

• Where customers will be checking out
• Where customers will be waiting
• Where customers will be deciding/considering
• High traffic or transition areas
• Other areas customers spend their dwell time

  • Playlist Balance
  • Playlist Length

In order to captivate your audience, you’ll want to create a playlist with the perfect balance of messaging. Here is what we recommend:

Depending on your screen placement, these numbers might change. For example, if you’re running a menu board behind a counter, it’s probably not the best place for entertainment content. In that case, remove that number from the equation and readjust based on your target audience and their dwell time.

 

This is one area where there is no hard and fast rule because it depends on your business. If you're a dentist and your average patient waits 10-15 minutes before getting called back, you can create a much shorter playlist than an automotive repair shop, where a customer may wait 30-45 minutes to have their car worked on. So consider your average customer dwell time and then create a playlist that runs about double that length. That way, even when you’re running behind, your audience won’t be overexposed to the same, repetitive content.