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Digital signage is an excellent innovation, and while it has the power to make any business successful, it can face some issues, that need to be fixed. Its primary intention is always to educate viewers or persuade and guide them to do or acquire something which can make their life better in some aspect. However, the problem with digital signage comes in if the creation or execution is not correct. If you get in such a situation, your digital signage solution won't fully extend its powers. In some cases, the results may be the exact opposite of what was desired.
When you use digital signage the wrong way, it can be tedious, annoying and unwanted. Likewise, just like the ads, once you do not get it right, it may lose its power if you overuse it to the point of annoyance. Finally, you need to understand some of the fails that may drive your target audience away from your displays or, in the worst-case scenario, annoying them to the point that they do not want anything to do with your brand. Here, we look at some of the regular digital signage fails and provide solutions to avoid them. Take a look!
Broken displays
It is not uncommon to run into malfunctioning displays. You could find that the screen is blank or black, has some software mistake or notification on the top of the content or the touchscreen might not be working anymore. Sometimes it gets worse, and you may notice a standard desktop pulled up on display and could allow anyone determined or mischievous to do damage. The worst case is you hardly see most retailers trying to fix their broken displays. The best they do is tape a handwritten note to the display.
The best way to fix this fail is by installing robust digital signage software that can monitor the display's status. It will check to ensure that everything is operational and that it is working smoothly. When something is wrong, you get notified immediately, which increases the response time for repair service.
Lacking the right content
You may invest in 4k displays and the perfect thin-bezel video walls, but don't think at any given point that it is enough to get viewers. People have a better watch time when whatever you are displaying is fresh and compelling. No one wants to see the same thing for days, weeks or months. It eventually gets boring. Under-investing in and under-planning content is one of the most significant digital signage fails. If you realize you are playing the same thing repeatedly, know you are doing it wrong.
If you want to avoid issues with your display content, you should invest in a well-planned network. It has an operating budget for creativity and technologies that should ensure you have new and exciting content without ballooning the costs.
Using bad attract screens
Every business requires a different type of digital signage, but not everyone understands that, which often lead to avoidable fails. While you might think acquiring a digital signage solution will do the trick, it doesn’t always work that way. You might install a system that doesn’t work for your business without knowing. All screens are not the same: Some can be boring to your business while to another they might attract more customers.
So, how can you ensure your screen attractive? Simple, ensure your attractive screen is captivating to the user and entices your target audience to learn as much as possible from whatever you are displaying.
Unreadable design
Readability plays a crucial role, and you have to get it right if you want to drive your messages effectively. For instance, having white text on a light background makes it nearly impossible for your target audience to read. The same applies if you display dark text on a dark background. It helps to employ the basics of contrast to make your messages legible and attractive by targeting to enhance the vital elements.
You can find a solution to this by mixing image sizes, using high-contrast colors or some bits of bold text to make the key elements stand out. However, if you are not careful, you may make a significant mistake that drives your target audience's eyes away from the message you are trying to pass.
Wrong advertising methods
Digital signage is still a new tool that most businesses are turning their attention to. However, advertising is not anything new, and when you are doing it, it is never enough to display the ads. Whatever you display should be conceptualized carefully. Before you decide how you approach your advertising, ensure you understand the difference between the ads people love and those they do not. It would help if you understood that visual factors like humor, sexiness, cute fluffy animals and shock value no longer have the same impact they did a while back. While they might bring attention to your content, they will eventually become boring if they are not providing the relevant information.
If you are interested in building a relationship with your audience and connecting with them, look for an excellent story. It might not be known to you, but people want a good story more than the visuals. So, if you can create ads that combine flashy visuals with good storytelling, then you can be sure you have nailed it.
Wrong placement
Placement is very crucial when it comes to your digital signage displays. One of the most significant failures is having screens up too high, or if they get glare during high-traffic times of the day, which make people strain to see them. It is simple to avoid this inconvenience. Ensure that your screen is at eye level or a little higher and if the latter, have it tilted slightly. Likewise, ensure your screens are in places where people spend time. The last thing you need is having an expensive display in a hallway where hardly anyone passes by. That does you no good.
Misusing digital signage will do you more harm than good. It wastes your money and will not get you where you are trying to get your business. However, once you fix your digital signage solution, you can be unstoppable, especially in accomplishing competitiveness
