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		<title>Making great digital signage content: The serial position effect</title>
		<description>Discuss Making great digital signage content: The serial position effect</description>
		<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/653-making-great-digital-signage-content-the-serial-position-effect</link>
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			<title>Ian says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/653-making-great-digital-signage-content-the-serial-position-effect#comment-525</link>
			<description><![CDATA[Dear Mr Gerba, I am a marketer from South Africa and would like get in direct contact with you via e-mail would this be possible.]]></description>
			<dc:creator>Ian</dc:creator>
			<pubDate>Tue, 25 Mar 2008 07:09:14 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/653-making-great-digital-signage-content-the-serial-position-effect#comment-525</guid>
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			<title>Bill Gerba says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/653-making-great-digital-signage-content-the-serial-position-effect#comment-524</link>
			<description><![CDATA[I think Jason's example of a roadside billboard is also a great way to hone both your pitch to potential advertisers and your request to designers. The notion of driving past a billboard at 55 MPH is such a good analogue -- everyone has done it, and when you explain it to someone, (s)he'll immediately understand that there are a hundred other things that **must** be paid attention to, the billboard being one of the least important. Bottom line: if the text/message reads well in a billboard-esque format, it will probably work well on a digital sign. Starting with that, you can then work on the content's visual design using all of the flexibility and functionality that a digital medium gives you.]]></description>
			<dc:creator>Bill Gerba</dc:creator>
			<pubDate>Thu, 20 Mar 2008 13:49:21 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/653-making-great-digital-signage-content-the-serial-position-effect#comment-524</guid>
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			<title>Paul Costen says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/653-making-great-digital-signage-content-the-serial-position-effect#comment-523</link>
			<description><![CDATA[Effie, I find the easiest way to condition advertisers is during the initial sales pitch. Some clients are easier to convince and work with than others, but that's how it is with everything else. In trying to convince the client this is a better way to advertise, it's important to stress the fact that this is not TV, even though that's the delivery method. Once they give you their ad that they run on TV or print, they've already set their expectations about how much effort they need to put into honing their message (read: none). One of the most important things to impart to the client is the fact that the designer and the advertiser share the same goals; when they're successful, you are too, and it works both ways.]]></description>
			<dc:creator>Paul Costen</dc:creator>
			<pubDate>Wed, 19 Mar 2008 20:15:08 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/653-making-great-digital-signage-content-the-serial-position-effect#comment-523</guid>
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			<title>effie says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/653-making-great-digital-signage-content-the-serial-position-effect#comment-522</link>
			<description><![CDATA[I totally agree, less is more in the digital signage industry. I'm curious what experience that others have had with getting an advertiser to trim their messages and focus on just the most important ones? Trying to talk them into less wording, is usually the start of each new ad (or at least with new advertisers). Most seem to feel cheated if I don't dump all the crap from a print ad into their digital ad. I usually ask that they try to read all the information they want in the ad, in the time that it's set to run. If they can't read it all, then they need more time or less words. Even if they can read it, it does nothing for retention. Any advise on effective methods to counter this? Seems like the advertisers need to be educated before the designers, but of course that's not going to happen.]]></description>
			<dc:creator>effie</dc:creator>
			<pubDate>Wed, 19 Mar 2008 18:41:50 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/653-making-great-digital-signage-content-the-serial-position-effect#comment-522</guid>
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			<title>Jason Goldberg says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/653-making-great-digital-signage-content-the-serial-position-effect#comment-521</link>
			<description><![CDATA[I'll certainly echo the sentiment that when in doubt... choose fewer messages. I'm willing to bet the serial position effect is greatest on lists of 1 item :) It's especially true when you consider the POPAI MARI data that found: "This translates into a shopper being exposed to 1.5 pieces of marketing at retail material every second, then looking at and engaging with an individual display every 4.3 seconds." In that kind of environment you just don't have time to spam the audience with a lot of secondary value propositions. I ask my designers to assume they are designing/writing for a billboard that will be viewed at highway speeds. Of course the real beauty of dynamic content is that we have the opportunity to tailor the message for different consumers and try to hit each one with the one "right" value proposition.]]></description>
			<dc:creator>Jason Goldberg</dc:creator>
			<pubDate>Wed, 19 Mar 2008 03:20:57 +0000</pubDate>
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