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Why Video Content is so Important for Digital Signage

Why Video Content is so Important for Digital Signage
February 20, 2016 ATM Pacific
So you’ve decided to invest in digital signage for your organization, to easily display information that will catch your audience’s eye. Good call! This isn’t an investment you just “try out,” though. It involves hardware, software and digital content creation. How can you make sure the signage will do what you’ve asked it to do?

We have a cure-all solution: video content for digital signage. Digital signage without video is like TV without color — it lacks the dimension, appeal and vibrancy needed to communicate your message effectively. Whether you’re trying to draw a customer’s eye to the screen, or simply feed important information to your team, video is more appealing than simple text or static images.

Let’s get more specific. Here are some of the most compelling reasons to include video content in your digital signage campaigns:

Videos are attractive

Video is motion graphics, and basic psychology says that when something moves, we look at it.

The simplest argument for using video is that it grabs attention. Research shows that 65 percent of video viewers watch more than 3/4 of a video.  When you’re sitting in traffic and the digital billboard on the side of the road is displaying animated text, you’re likely to watch and read the message. The billboard with the single, static advertisement that you’ve seen hundreds of times is more likely to be ignored.

Instead of glancing, like you do to the static billboard, you watch the moving billboard. This is a huge benefit to the content creator of the billboard. Moving images are the ideal medium for obtaining audience attention and holding it long enough to deliver a message.

Videos increase understanding and retention

Videos increase the viewer’s understanding of your message by an insane 74 percent over static pictures. In order for someone to buy from you, they have to envision that your product or service will put them in a more convenient, lucrative, or enjoyable position. Video is the easiest possible medium to accomplish this.

People understand better with video, and they retain the information better, too. Eighty percent of Internet users remember the video ads they watch online, and those numbers translate to digital signage, as well.

Videos create emotional associations with your brand

Think of an ad — any ad. First one to pop into your mind. Out of the millions and millions of ads you’ve seen in your life. I’m willing to bet the one that surfaced to the top of your mind did so because it made you feel something: security, happiness, or even anger or fear.

Videos have a greater chance of conveying emotion than text or static images because they incorporate more of our senses, like sound and dynamic sight. And according to a study by Unruly, video has the potential to increase brand association by 139 percent. Put the two together, and videos with strong emotional appeal can have a magnetic effect on viewers of your digital signage.

Videos elicit action

According to the Online Publishers Association, 46 percent of users take some sort of action after viewing a video ad. “Action” doesn’t always mean enticing retail customers to buy a new parka, or visiting clients to sign a new contract (although it certainly can be). The action can be very simple. You may want students to turn in their field-trip permission slips or direct patients in a waiting room to sign in at the reception window.

Video just works

No matter where you go for conjecture, you’ll find video touted as the “future” and one of the most dominant platforms for conveying content. According to MarketingProfs, 70 percent of marketing professionals report video as their best medium for conversion. That’s a huge number of people who are finding their best results through videos.

Videos work. They capture attention, hold it and leave the viewer with a distinct, memorable impression. All available data backs up those claims. If you’ve invested in digital signage, don’t settle for static content. Your message deserves better than that!