<?xml version="1.0" encoding="utf-8"?>
<rss version="2.0" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:atom="http://www.w3.org/2005/Atom">
	<channel>
		<title>Asking the Tough Questions About Your Digital Signage Content</title>
		<description>Discuss Asking the Tough Questions About Your Digital Signage Content</description>
		<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/760-asking-the-tough-questions-about-your-digital-signage-content</link>
		<lastBuildDate>Fri, 03 Apr 2026 23:16:25 +0000</lastBuildDate>
		<generator>JComments</generator>
		<atom:link href="https://www.wirespring.com/component/jcomments/feed/com_content/760" rel="self" type="application/rss+xml" />
		<item>
			<title>akash modi says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/760-asking-the-tough-questions-about-your-digital-signage-content#comment-1219</link>
			<description><![CDATA[I would be very interested to see the full questionnaire you mentioned if your response.]]></description>
			<dc:creator>akash modi</dc:creator>
			<pubDate>Mon, 27 Feb 2012 08:08:45 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/760-asking-the-tough-questions-about-your-digital-signage-content#comment-1219</guid>
		</item>
		<item>
			<title>DoneIn60 says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/760-asking-the-tough-questions-about-your-digital-signage-content#comment-1218</link>
			<description><![CDATA[Great article. The two most important features of a successful digital signage campaign are
1.) Location/placement.
2.) Content.
Frequency is also important but honestly if no-one sees it and the content is lousy how much will it matter how often it screens?
[[http://www.donein60.com/register.html|R egister]]]]></description>
			<dc:creator>DoneIn60</dc:creator>
			<pubDate>Mon, 17 May 2010 18:31:53 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/760-asking-the-tough-questions-about-your-digital-signage-content#comment-1218</guid>
		</item>
		<item>
			<title>Freddy Murstad says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/760-asking-the-tough-questions-about-your-digital-signage-content#comment-1217</link>
			<description><![CDATA[@Przemyslaw: Firstly, I do not think DS should get closer to TV due to the fact that DS is not TV! The only resemblance is the TV monitor. Nobody sits in a couch in a store, watching the game. They are on the move and in a totally different frame of mind.
BUT, I think you touched a very good point when you mentioned "content relevant to the context in which particular screen is located". It is impressive to see what oeso called experts rant and write about this topic on the net.
Now, letTMs be clear, this all depends on what type of network and of course the venues in general. Bill has done some great blogs about these very topics. But since Thomas mentions the store environment, let us chase that for a bit. Just to make sure we are on the same page, I am talking about a chain of grocery stores that wants to implement its own DS network to sell their own merchandise and services.
Common mistake: Placement of screens in the oehigh traffic areas. This has had the least impact and ROI in our studies involving several hundred tests and questionnaires in the Nordic region. When we placed screens in a category and played content relevant to the category we got the highest ROI and recall when doing the surveys.
So, placement of screens is the first hurdle. Without a clear marketing plan defining what categories the chain wants to focus on, you canTMt place the screens accurately enough.
Then content should be relevant to the intended audience and the placement of screen (category/ product line). Otherwise potential shoppers will ignore the screens because it is NOT RELEVANT to them and carry on in their normal routine, buying what they intended to and move on.
I have simplified my response to get a point across, but it would be interesting to hear what others think.
@Bill: I would be very interested to see the full questionnaire you mentioned if your response.]]></description>
			<dc:creator>Freddy Murstad</dc:creator>
			<pubDate>Fri, 14 May 2010 20:54:32 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/760-asking-the-tough-questions-about-your-digital-signage-content#comment-1217</guid>
		</item>
		<item>
			<title>Przemyslaw Rudzki says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/760-asking-the-tough-questions-about-your-digital-signage-content#comment-1216</link>
			<description><![CDATA[@Thomas: I do not mean to copy TV. In my opinion it is just going to be a natural evolution. And yes I agree with you that it might be too much of the simplification but I believe this is what can bring the actual money to the table. Also it is hard not to think in TV-like schemes when nowadays everybody talks about metrics and aggregation which in my opinion is very much TV-like. It is just a matter of putting those two together.
@Bill: I somehow doubt that we will be able to see such a revolution as the one that took place with the "google advertising thing". But as they say in Poland "never say never"...]]></description>
			<dc:creator>Przemyslaw Rudzki</dc:creator>
			<pubDate>Sat, 17 Apr 2010 13:27:16 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/760-asking-the-tough-questions-about-your-digital-signage-content#comment-1216</guid>
		</item>
		<item>
			<title>Bill Gerba says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/760-asking-the-tough-questions-about-your-digital-signage-content#comment-1215</link>
			<description><![CDATA[If I had to guess, the "killer ad" won't turn out to be an ad at all...]]></description>
			<dc:creator>Bill Gerba</dc:creator>
			<pubDate>Fri, 16 Apr 2010 20:09:59 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/760-asking-the-tough-questions-about-your-digital-signage-content#comment-1215</guid>
		</item>
		<item>
			<title>Thomas Dockter says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/760-asking-the-tough-questions-about-your-digital-signage-content#comment-1214</link>
			<description><![CDATA[Przemyslaw, I don't think that the idea to copy from TV is the way to go for most of DOOH. In a store environment it makes not that much sense to have a TV like experience, even in a waiting area you don't want people watching on the screen for a longer time as necessary to wait. TV, at least the ad based system in the US, was always about grouping nice programming around ads. The advertising was the reason to produce the surrounding content and pays the bill. A DOOH network is in a lively surrounding programming already: the public space. Lots of things to see, hear, smell do. It is most of the time a passers by medium - you won't stand there and watch the same loop again and again. And people in public space are not there with the purpose to watch CSI - they wan't to shop, seeing a doctor, go on the bus or up to 32th floor. So contrary to TV you do not match surrounding content to the AD, you match the length, style and loop time for an ad to the context of the passers by situation.
I understand that it is easier to have a comparison with a well known medium to sell to media buyers. But take the banner ad market and the rise of internet advertising. It took years to develop a perfect ad solution for the new medium: search advertising with pay per click. There is no such thing in the TV space. What it is the "killer AD" for DOOH?]]></description>
			<dc:creator>Thomas Dockter</dc:creator>
			<pubDate>Fri, 16 Apr 2010 13:21:17 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/760-asking-the-tough-questions-about-your-digital-signage-content#comment-1214</guid>
		</item>
		<item>
			<title>Thomas Dockter says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/760-asking-the-tough-questions-about-your-digital-signage-content#comment-1213</link>
			<description><![CDATA[Przemyslaw, I don't think that the idea to copy from TV is the way to go for most of DOOH. In a store environment it makes not that much sense to have a TV like experience, even in a waiting area you don't want people watching on the screen for a longer time as necessary to wait. TV, at least the ad based system in the US, was always about grouping nice programming around ads. The advertising was the reason to produce the surrounding content and pays the bill. A DOOH network is in a lively surrounding programming already: the public space. Lots of things to see, hear, smell do. It is most of the time a passers by medium - you won't stand there and watch the same loop again and again. And people in public space are not there with the purpose to watch CSI - they wan't to shop, seeing a doctor, go on the bus or up to 32th floor. So contrary to TV you do not match surrounding content to the AD, you match the length, style and loop time for an ad to the context of the passers by situation.
I understand that it is easier to have a comparison with a well known medium to sell to media buyers. But take the banner ad market and the rise of internet advertising. It took years to develop a perfect ad solution for the new medium: search advertising with pay per click. There is no such thing in the TV space. What it is the "killer AD" for DOOH?]]></description>
			<dc:creator>Thomas Dockter</dc:creator>
			<pubDate>Fri, 16 Apr 2010 13:21:12 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/760-asking-the-tough-questions-about-your-digital-signage-content#comment-1213</guid>
		</item>
		<item>
			<title>Przemyslaw Rudzki says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/760-asking-the-tough-questions-about-your-digital-signage-content#comment-1212</link>
			<description><![CDATA[DS campaigns and "traditional TV" are a bit too far apart. DS network operators need to recognize that in order for the advertisers to look at DS campaigns as something valuable (apart from metrics) they need to get closer to the TV and stop trying to play only the same boring ads in the loop. They should attract viewers by providing them with the content relevant to the context in which particular screen is located. Ads should be played somewhere in between actual content/show. Internet is really flooded with free, interesting content that can be used to attract viewers. It is just a matter of technology to bring it closer to viewers.]]></description>
			<dc:creator>Przemyslaw Rudzki</dc:creator>
			<pubDate>Thu, 15 Apr 2010 20:25:07 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/760-asking-the-tough-questions-about-your-digital-signage-content#comment-1212</guid>
		</item>
	</channel>
</rss>
