It's axiomatic that "content is king" in digital signage, so what makes good content? The answer, of course, is that it depends on the situation: What does the end-user want the content to accomplish? Where is it being deployed? Who is the audience?
But if we set those larger questions aside, the simplest answer is that good content is engaging. It's either funny or flashy or touching enough to draw in the viewer, to capture and keep their attention. (Of course, even the most engaging content needs to tell or sell something to the audience...)
Here's a good example of engaging content, a Digital Screenmedia award-winning piece submitted by retail marketing firm Two West from a campaign it did for wireless telecom Sprint's in-store digital signage.
It's an engaging spot, apparently modeled after the visually similar, award-winning "Back to the Start" campaign for fast casual restaurant chain Chipotle.
But it's different enough, and shorter and poppier, to make it more effective for the in-store environment — and while it's engaging, it also effectively gets its message across: Sprint wants to buy back your old phone.
That's good content.
*Do you have an example of good digital signage content? Send it in to firstname.lastname@example.org.*