It has been interesting to watch the growth in popularity of digital signage. Hardware and software manufacturers are jumping-in with turn-key solutions that allow retailers to re-purpose existing content and present it to customers (or what some refer to as their captive audience).

Our first digital singage project was about five years ago at a consumer show. Attract loops played on the aisle monitors while the screens within the booth space had full audio. Short informative and entertaining segments were produced to hold the attention of the consumers that had been drawn into the booth space.

We watched the monitors for three days and measured the reactions of the people watching them. The following year we fine-tuned the presentations and welcomed Ford and Kraft as partners with very positive results.

For Digital Signage to be effective producers must come out from behind the technology and tell a story. Engaging the consumer in a retail environment is not easy but it can be done properly especially if you respect their interests!