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5thscreen Content Survey v3

The document summarizes the results of a survey on digital signage content. The survey found that most people see digital signs in retail settings and see content multiple times a day. However, 55% of respondents said the content was mediocre and 8% said it was bad, with only 35% saying it was good and 2% great. The document recommends following a strategic process to create high-quality, relevant digital content on a budget.

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46 views

5thscreen Content Survey v3

The document summarizes the results of a survey on digital signage content. The survey found that most people see digital signs in retail settings and see content multiple times a day. However, 55% of respondents said the content was mediocre and 8% said it was bad, with only 35% saying it was good and 2% great. The document recommends following a strategic process to create high-quality, relevant digital content on a budget.

Uploaded by

EcoQuench
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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GOOD, BAD AND UGLY CONTENT SURVEY RESULTS 2013
2013 5th Screen Digital, all rights reserved
5th Screen Digital 831-818-0584 6920 Bret Harte Dr. San Jose CA 95120
INTRODUCTION
5th Screen Digital of San Jose, California recently
conducted a survey of digital signage content
visibility, relevance and quality. The objective
of the survey was to benchmark each element from
an audience perspective. The process utilized a
web based questionnaire and was conducted
over a three month period between August and
October 2013. Of those surveyed, 77% were from
North America with 23% from all other locations
primarily EMEA and South America.
The survey asked three fundamental questions:
Where do you most commonly come across Digital Signage?
How often do you see Digital Signage in your marketplace?
When you view Digital Signage Screens, is the content Great, Good, Mediocre or Bad?
Worldwide, 40% of the participants saw digital
signage in the Retail environment with
Billboards second at 19% then Airports at 15%.
Train Stations, Healthcare, Banking and other
made up the remaining 26%.
In North America, 44% saw digital signage in
the Retail environment with Billboards second
at 20%. Outside North America, 33% saw
digital signage in the Retail environment with
Train Stations second at 25%.
The viewer frequency results were promising. A respectable 39% saw Digital Signage content
multiple times a day. This was followed by 26% that saw content on displays once a day and 7%
that watched digital content on screens twice a day. Only 28% saw digital signage screens
once a week or less.
GOOD, BAD AND UGLY CONTENT SURVEY RESULTS 2013
2013 5th Screen Digital, all rights reserved
5th Screen Digital 831-818-0584
The worldwide results for digital media
relevance and quality produced noteworthy
insights.
55% of the survey participants said that the
content was mediocre and 8% considered the
content bad.
In contrast 35% considered the content good
and only 2% considered the digital media to be
great.
In North America 65% found content to be
mediocre or bad.
These results once again reinforce the need
to focus on improving digital content quality
and relevance displayed on the digital signage
screens especially when the most crucial
element of any successful digital signage
deployment is the CONTENT.
GOOD, BAD AND UGLY CONTENT SURVEY RESULTS 2013
2013 5th Screen Digital, all rights reserved
5th Screen Digital 831-818-0584
IMPROVING DIGITAL CONTENT QUAILITY AND RELEVANCE
The content production costs and administration needed to
"Feed the Digital Signage Monster" can be daunting. Studies
have shown that two thirds of the Total Cost of Ownership of
Digital Signage networks are for on-going operational labor
and digital content production costs. Yet 63% of the participants
of our survey found digital signage content mediocre to bad.
Technology suppliers, Content Management ISVs and Integrators rarely offer informed counsel on digital
content though they try. And digital agencies can be very expensive given the on-going cost to keep digital media
relevant and timely. In many cases the job of creating digital content falls onto someones desk within an organization
that does not possess any media production or creative experience, let alone expertise with digital signage. The results are stale and irrelevant content, which
results in complaints from shoppers and staff.
The most common fault is content created using standard presentation or custom digital signage software tools. Many times, CMS ISVs include a suite of
templates that helps simplify content updating. But it typically looks very amateurish as was found in our survey. And although there are software tools on the
market today that make it easy to generate content doesnt necessarily mean that content will be eye-catching and effective. Another example is retailers who
download commercials where the production quality is great but shoppers dont have a clue at what it is the retailer is selling. Remember, relevance and
timeliness is as important as content quality.
Relevant, timely, high-impact digital content can sometimes get expensive but the damage that amateurish content can do to a brand makes the investment more
than worthwhile. Since digital content is the primary element of benefit in a digital signage network, the user needs to develop a digital content plan to insure
success at a cost they can afford. And if you cant afford to create agency level, relevant and up to date digital content, you should seriously reconsider
deploying a digital signage network. The primary objective of content production is to keep the media fresh, messages relevant and the audience engaged.
What is on that screen at any time is the most important image in your properties. Whats been missing is strategic thinking needed behind the digital content
planning and production process. Unfortunately, in most cases this receives little attention until the displays are up and its Wholly s@%t, we have to do
something about this. The good news is that it is possible to create agency quality, relevant and timely digital content in-house by following a strategic
digital content planning process.
Concept/Story Boards
Omnichannel Media Mapping
Network Look & Feel
Strategic Content Blueprint
Digital Media Repurposing
Flash Meta-Template Development
Part II of this White Paper will outline a strategic digital content process that will
help get the right message to the right person, at the right time, at an affordable
cost. To receive Part II please send an email to: [email protected]

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