All about the content: Automated content and templates

In a day and age of economic pressures, automation of content can become especially critical to the success of a DOOH network.

Keeping viewers interested in the content is a primary challenge of a digital signage network. For some of them, it's a greater challenge than others. For example, keeping a corporate communications network fresh can be especially daunting: Here one presents to the same viewers day after day.

To keep up with that need, many managers of corporate communications networks make a crucial mistake and display all their content assets in the first month of operation — and leave themselves with nothing new for the rest of the quarter or even longer, not to mention leaving their audience bored and likely to lose interest rapidly. In all networks, and here in particular, pacing the delivery of the assets is a key to success.

Another key to keeping the content presentation fresh is to create a series of automated templates that can be easily adapted for most situations based on the objectives and messaging desired. Templates, simply put, are pre-designed arrangements of graphic elements, colors and empty space for specific content to be added. Rather than taking on the task of designing a new layout for each content segment, network managers save time and more easily retain the network's identity by using templates.

For any network, one needs to create a set of templates that are refreshed at least once a quarter. This isn't an exercise in re-branding the company or building an entirely new visual "language" for the network, but of creating variance that introduces new elements into the ones that have already enjoyed a three-month run. For instance, create a series of templates that have corporate branding elements for specific purposes. You may have a series of compliance messages that you need to get out. So create a template that is designed for that type of message. In that way the viewer will learn when that particular template is up, then the type of content the viewer will expect is messaging around workplace compliance.

Let's categorize sourcing automated content in a couple of different ways:

Agencies and creative houses like DraftDCB, Electronic Art, 2Hemispheres or Blue Pony are creating specific content for specific messages. Customizing content can also include content that brings data in from other sources when needed. For instance, a food menu change or price change can be prepared in a database table, and then the creative on-screen content pulls that change into the rest of the customized template. So just the price or even a photo can be changed without completely changing the entire customized creative. This also works well with themes centered on the time of year; whereas the template design changes according to theme while keeping the same data and information or pictures within the frame. This type of customized data-driven content uses Adobe Flash to accomplish complex scripts to change according to time of day or time of year and even whether it's hot or cold outside.

Signagelive, MediaTile and Scala, like some other SaaS platforms are offering MRSS templates that are typically easy to use and apply change for network operators. Again, these templates can offer new data changes or even video content changes.

Datacall Technologies and Thinking Screen Media are aggregating and offering anything from major national and international sports scores, news and standings to breaking news headlines, entertainment updates, stock quotes, traffic, trivia and much more. These types of feeds can also be customized to run full frame and not just as a ticker (which in some cases is distracting from the original message).

These are feeds centered on specific niches like health, entertainment or sports. They are typically sourced from networks like CNN Health, NBC Health, Fox Sports, CBS News, etc. There are also a couple of companies that are producing specific custom channeled content, like 2 Hemispheres and their health content.

This is content that is coming from Discovery, NATGEO or HD Channel, mostly used as filler or even ambient signage or as entertainment in QSR or high-end restaurants like Shibuya in MGM Grand.

It is important to understand what type of network you have and what makes your network special and focused. It is that special and focused content that is relevant to your viewers that counts. While "feeding the monster" — keeping fresh and relevant automated content flowing to a network — is a big challenge, we've seen that there is a wide variety of types and sources of content. While not all of them are appropriate for a given network, the proper mixing and matching of content types will create and maintain interest among a network's viewers. Content types serve to inform, entertain or simply attract attention, and serve to support the main messages of a screen and fill in the gaps around the core messaging. Organizing it correctly will also ensure that this content mixture amplifies the value of the network, and doesn't become clutter or "noise" that distracts rather than informs or motivates a viewer.

Remember, keeping ahead of the game of content is a challenge that every network operator must overcome.