Elements of Effective Digital Content

How to craft a message

Technology has created wonderful opportunities for advertising, but also an overwhelming amount of stimulation for the consumer, including your digital ad. The Nielsen research company estimates that on average, U.S. consumers are exposed to 1,600 different types of advertising messages daily. How should digital messaging be crafted to ensure that it more effectively engages its target?

TIMING

It’s important to determine how much time you have to make a connection with the consumer. This is referred to as “dwell time” or CVD (consumer visit duration). Likely, it’s only a few seconds. Your messaging should be short, concise, and on the screen long enough for viewers to digest. Rather than being held captive on the couch, your audience is on the move. Catch the individual’s attention and get the message across before another distraction sets in.

HUMAN VISUAL SYSTEM

Our eyes are only able to fixate on one thing at a time. During a single eye fixation, our brain only processes an area roughly the width of our thumb. Digital signage designs need to take into account visual proximity. Keep information tightly grouped together so consumers can easily get all information.

DRAWING ATTENTION

When the brain decides where to look in a busy environment, it breaks it down into five key elements: color, contrast, shape/edges, faces, and motion. Use these elements with purpose to gain your customers’ attention.

ClockNine is a member of the Digital Signage Federation, the only independent, not-for-profit trade organization serving the digital signage industry. The DSF supports and promotes the common business interests of worldwide digital signage, interactive technologies and digital out-of-home network industries. To learn more, go to: www.digitalsignagefederation.org

Travis Kragh is the co-founder and chief creative officer of ClockNine. His 10 years of experience in advertising expands beyond digital signage. He has been a key player in building advertising agencies in both corporate and traditional settings as a creative director, art director, and animator. Touching on everything from television to building big brands, Kragh has always had one common goal: revolutionize the industry. He leads the ClockNine team to create strategic marketing that pushes the boundaries of digital signage.

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