Look How Easy Content Creation on Digital Signage Networks Has Become!

We’ve been covering, tracking and following the digital signage market for well over 10-years now. And, it’s gone from good, to great, to fantastic to incredible. In those 10+ years, there’s never been a negative sales year and, in most years, the digital signage market has enjoyed double-digit growth. It’s grown from a few giant players in the market (remember Scala and Wireless Ronin?) to one with a plethora of companies offering vertical-market-specific products.

But, we’re still missing the most important, and most profitable, part of signage — creating content.

Content Creation is the “killer-app” for digital signage. Once relegated only to the big advertising agencies, content creation for digital signage is now a service that all of us should be participating in. The data supports it and the networks can manage it. Easily, too.

Take Signagelive for example (and, no, they aren’t a client of ours — I am just using them as an example as they have a beautiful, simple, network-based system of content creation). With Signagelive’s engine, you can create digital signage content using Adobe’s Creative Cloud Suite, Canva, Flexitive, PowerPoint and even Google Slides — yes, Google Slides. And, it’s 100 percent compatible with any HTML5 system. So, nearly anyone and everyone can create digital signage  content. This has become the proverbial, low-hanging-fruit.

Everyone knows the most effective and engaging content on digital signage is content that is dynamic and changing — think about it, if you go back to a website over and over in the course of a week or a month and nothing changes, eventually you stop going. The same is true for digital signage. If the screen’s content is static, eventually no one notices any more as they’ve seen it so much they can easily, subconsciously, tune it out. So, the secret sauce in digital signage is, well, dynamic content.

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And, you can charge for this. Over and over and over, again. Think about your dentist’s office with a sign, a doctor’s office, the local coffee shop, restaurant, bar or even the college campus in your town. They all, now (or soon will) have digital signage and, in most cases, the role of keeping up with content is relegated to someone for whom it’s their part-time job. And, in many (or possibly in most) cases, it’s not a professional graphic designer. So, sell that as a service.

Oh, by the way, some big-time players in digital signage have even started offering this as a stand-alone service — Almo ProAV and NEC Display just to name a couple. Both have a team of graphic designers who will plan, design, execute and deploy your creative content for you — and you can even white-label this service as your own. So, whether or not you need better content or want to sell content creation as a recurring-revenue service, they can help. But, you can actually do this yourself. You can use the aforementioned Signagelive system, you can take a look at Carousel Digital Signage from Tightrope Media Systems or check out Tripleplay’s 3DSign Content Management Services — all three of those companies offer off-the-shelf content creation services that will even play on an AppleTV — in addition to any and all media players.

Happy (creative) selling!

Gary Kayye

About Gary Kayye

Gary Kayye, founder of rAVe Publications, is one of the most prominent personalities in the audiovisual industry. He has been a contributor to WIRED magazine and a technical advisor and columnist for Sound & Communications magazine as well as an opinionated columnist for rAVe [Publications] since 2003. In addition to his writing and market analysis, Gary has been a product, marketing and business operations consultant to dozens of AV companies in the U.S. and overseas. Clients have included companies such as Sony, Sharp, Epson, Lutron, InFocus, Sanyo, Mitsubishi, NEC and Philips.   Gary, who has been involved with the audiovisual market for over 20 years, was the recipient of the InfoComm 2003 Educator of the Year Award and the 2007 NSCA Instructor of the Year Award. Over the years, he has donated much of his time as an active volunteer in the AV industry’s trade association and served as chairman of InfoComm’s Professional Education & Training Committee (PETC), chairman of the ICIA Design School Committee and chairman of InfoComm’s Installation School Committee. In addition, he has served on the InfoComm board of governors. He also helped grow the InfoComm Projection Shoot-Out as the premiere AV industry trade show special event serving on the committee from 1991 through 1997, and was instrumental in launching the Shoot-Out in the European market at the Photokina Expo in 1994 and 1996 as well as the Asian market at the 1995 and 1997 INFOCOMM Asia shows.   Prior to founding his own company, Gary was vice president of sales and marketing for AMX Corporation (www.amx.com), a manufacturer specializing in professional AV and residential AV control systems. Prior to AMX, Gary spent nine years at Extron Electronics (www.extron.com), rising to the position of vice president of sales and marketing. Gary earned his bachelor’s degree in journalism in 1987 from the University of North Carolina and is currently Adjunct Faculty at UNC in the School of Journalism teaching a class on how future technologies will affect the future of advertising, PR and marketing.   He is also the founder of Swim for Smiles, a non-profit that raises money for the N.C. Children’s Hospital through swimming and other fitness-related events for kids. You can contact him at gary@ravepubs.com..