Communication is an essential part of conducting business. And it’s a constantly evolving element. Changes in working practices, organisational culture, social shifts and technological advances all influence the way we communicate.

The reduction of hardware costs has, in part, resulted in an increased demand for digital signage, video wall displays and large format displays. But the growth in these technologies has also been influenced by the massive increase in communication channels, such as social media, VoIP, VC and so on.

Because of the way we interact with smartphones and tablets, users expect digital signage to respond to them. Users’ ability to shape their engagements through touch screens, gestures and mobile interfaces means they control the messages they receive. Add into the mix the relatively recent phenomena of social media, the need for the integration of Twitter feeds, Instagram images and so on, and it’s clear that the demand for compelling content has never been higher.

Fortunately, modern digital signage systems have the capacity to display numerous different feeds, adding interactivity whenever and wherever you want, now more than ever content is indeed king.

The challenges in creating content, however, remain. Many organisations look to repurpose existing content. Issues that arise include:

  • Existing material has not been created in a high enough resolution

  • The editorial structure has been developed for a non captive audience

  • Adapting content for digital signage can change the context to contravene brand messaging

It can be more effective to invest in bespoke content creation to get your specific messages communicated. Look for a supplier that can deliver a complete end-to-end solution – from the first creative concepts, through to technical design, highly planned execution and support.

We believe in the importance of content and that is why we have a creative digital communications service, how do you and your organisation create your visual content? Do you find you get the ROI from your large screen displays? Let us know by tweeting using the hashtag #CreativeDigital

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