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Have you noticed how certain digital signs manage to hold your attention longer than others? Most of the time, it’s because those displays use video instead of static images. There’s something about moving content that draws people in enough to make them pause in a busy environment.
Data backs this up; 95% of video marketers say video is an important part of their overall strategy, and 89% of businesses already use video marketing in some form, and digital signage is no exception.
So, in this article, we’ll dive into strategies you can use to add video to your digital signage in a way that truly engages your audience—and, of course, brings you measurable results.
How Video Content Elevates Digital Signage Advertising
Psychological Impact of Motion-Based Content
Our brains are wired to notice movement. In digital signage, even a short clip can be more striking than a static ad. It doesn’t need to be a Hollywood-level production—basic motion can spark curiosity and prompt someone to look more closely at your message.
Motion also helps people remember what they saw. The combination of visuals, (sometimes) sound, and motion enhances recall.
Business Case for Video in Digital Signage
Studies show that video ads get higher engagement compared to static ones. People are more inclined to watch a short clip—especially if it tells a quick story or highlights a product in action. If your sign has an interactive element or a QR code that leads viewers to your site, you might see an uptick in clicks and conversions.
When a campaign yields stronger engagement, it often leads to higher ROI. For advertisers and agencies, it’s a straightforward equation: more impressions plus better engagement equals more value. If you’re presenting a pitch to a client about DOOH (digital out-of-home) campaigns, these metrics can be a strong selling point.
Types of Video Content for Digital Signage
Brand Storytelling and Promotional Videos
People respond to stories. A short brand video can let viewers see what you stand for, who you serve, and why you’re different. Maybe it’s a founder introducing the company mission or a quick montage of your product’s best features. If it’s concise and authentic, it can leave a lasting impression.
Emotions push people to take action. If your video includes relatable stories or human connections, viewers are more likely to remember and act on your message. A simple, heartfelt clip can sometimes do more for conversions than a long, detailed text.
Short-Form Social Video Adaptation
Already producing vertical videos for social media? Consider adapting them for your digital signs. It helps you maintain a consistent voice across channels, and it cuts down on production time. Just confirm that your aspect ratios and resolutions align with each screen’s format.
UGC shows real people using your product, which lends extra authenticity. Short customer reviews or unboxing can work wonders on in-store screens. If someone sees a fellow consumer enjoying your product, it can build trust and spark immediate interest.
Interactive Video Experiences
Some digital displays let viewers interact with content through gesture recognition or touchscreen features. Instead of just watching, people get hands-on. This boosts dwell time and makes the brand experience more memorable. Not every location is suited for touchscreens, so consider a well-placed QR code. When people scan it, they can jump straight to your website, sign up for a promotion, or watch more content. It’s a simpler way to transform passerby interest into a measurable conversion.
Live Streaming and Event Broadcasts
Live streaming grabs attention because it’s current and happening in the moment. If you’re launching a product, broadcasting a live demo can spark curiosity. For influencer partnerships, you can let viewers experience an unboxing or Q&A session in real time. This way, you’re able to blur the line between the physical and online experience, which keeps your brand top of mind.
Optimizing Video Content for Digital Signage
Video Length and Format
Your viewers’ attention span depends on where they see your display. In high-traffic places, shorter videos (5–15 seconds) are usually best. In waiting areas, you can stretch that to 30 seconds or a minute since people have a bit more time to watch.
Digital screens vary in size and orientation. Double-check whether your display is horizontal (16:9), vertical (9:16), or an unusual ratio. Format your video accordingly so it occupies the screen cleanly without awkward black bars or cropping.
Sound vs. Silent Video Ads
Many public environments require muted audio. Subtitles or brief text overlays ensure that viewers still understand your core message. This also ensures that your content design remains accessible..
If the setting allows audio, a background track or quick sound effects can make your content more engaging. Just keep in mind that viewers might not hear every word, so visuals should convey the main point by themselves.
Video Resolution and Quality Settings
Modern digital signage screens can display 4K. Providing high-quality source files ensures that your visuals appear crisp and professional. Lower-resolution files can look pixelated on large displays.
Excessive compression makes files smaller but degrades quality. Run tests on the actual screens before launching. If a sample video appears blurry or pixelated, adjust your compression settings or use a higher resolution.
Smart Scheduling for Video Playlists
Context is important. Coffee promos might make sense in the morning, while dinner offers are more relevant in the evening. Scheduling playlists around common behaviors or time slots boosts relevance and engagement.
Most digital signage software comes with analytics capabilities that you can use to track foot traffic or times of peak engagement. Use this data to schedule your strongest ads at busy periods so they get seen by the largest audience.
How Marketing Teams Can Leverage Video in Digital Signage
Create Multi-Platform Video Campaigns
Digital signage works best when it’s part of an integrated strategy rather than a standalone effort. Think of it as another touchpoint in your broader ecosystem of social media ads, YouTube clips, and website videos. If someone sees your short teaser on a DOOH screen and then later encounters the full brand video on social media, you can track how those combined impressions influence actions like visiting your site or making a purchase. Those insights will help you refine your content and prove the value of multi-platform campaigns to clients.
Use Analytics to Improve Video Performance
Many platforms track dwell time—how long people stay in front of a screen—and whether they interact with touch or gesture controls. If you notice that viewers leave after five seconds, maybe your opening visuals need some work.
It gets even better when you combine signage data with online analytics. If your ad has a QR code, you can see how many people scanned it, visited your website, and took specific actions (like filling out a form or making a purchase).
How Look DS Helps Manage Video Content on Screens
So, we’ve talked a lot about how video can supercharge your digital signage strategy. The question is, how do you manage all that content across multiple screens? Well, Look Digital Signage Software has all the tools that marketers need to organize, schedule, and analyze their signage content from one place.
Cloud-Based Management
Look DS is a cloud-based digital signage software. Everything is handled in the cloud, which means you can upload videos, images, or other media from anywhere. You can also set up different user roles—like admins or moderators—to share responsibilities across a larger team. This simplifies collaboration because you don’t need local servers or complex IT setups.
Direct Streaming
As a marketer, you often run live events, product demos, or webinars. Look DS supports direct streaming through built-in social apps, Facebook and Instagram. Once you log into your social account via the Look portal, you can broadcast real-time sessions of product launches or influencer Q&As straight to any screen in your network.
Playlist Scheduling for Continuous Engagement
Look DS offers smart scheduling tools that let you queue up multiple playlists, each with its own time slot. For example, you can push breakfast specials in the morning, shift to lunch promos midday, and run brand storytelling videos in the evening. There’s an option to set start and end dates for individual items, so your content automatically rotates out when promotions wrap up.
Offline Playback
All video and image files are stored locally on the connected player. If your internet connection drops, the scheduled content continues to play without a hitch. This eliminates awkward blank screens or “service unavailable” messages and ensures there are consistent customer experiences.
Dividing the Screen into Zones
Sometimes, you need to show more than one piece of content at once. Maybe you want a scrolling news feed at the bottom, a promo video in the main window, and a weather widget in the corner. Look DS’s layout designer lets you split your screen into multiple zones. You can resize each zone, control its content independently, and even program transitions between different layouts to keep things fresh.
Analytics and Alerts
Look DS includes built-in analytics so you can see when and where your content played—and how often. This data is valuable for understanding performance, proving return on investment, or making quick adjustments to underperforming campaigns. If something goes wrong with a screen (like a power loss or a failed update), the system can send real-time alerts. This proactive monitoring helps reduce downtime and keeps all your displays running smoothly.
Conclusion
Video on digital signage can mean the difference between a quick glance and a lasting impression. We’ve looked at tactics for catching attention, measuring results, and adding creativity, and the next step is putting these ideas into practice.
If you want a simpler way to schedule, manage, and track all your screens, give Look DS a try. Sign up for the 14-day free trial and see how intuitive it is to design layouts, loop in live content, and keep everything running smoothly.
