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It’s easy to forget that digital signage is a broadcast medium. Simply loading up a string of animated calls to action or sales offers won’t generate the higher levels of engagement digital signage is capable of offering. To really lift your digital signage impact, brands need to be digital signage broadcasters. Digital signage broadcasters Becoming digital signage broadcasters means elevating your content to a level where your brand identity becomes synonymous with the information provided. This could be as simple as branding your output with a corporate logo; or as rich as creating your own specialist video series that captures and benefits your audience. If content is king in the digital silage realm, then brands want to be wearing the crown. What markets work Corporate and exhibition experiences benefit most from a broadcaster strategy. Here each audience is captive within a space. For example, business reception areas can impress and engage visitors with expert analysis or bespoke corporate video footage. Certain retail businesses can benefit too – estate agents can lift engagement by creating mini property shows: episodic videos that show-off its portfolio in a way that stills advertising cannot. In order to move into broadcasting it’s key for businesses to take an editorially led approach. This could range from creating a bespoke channel; curating exiting content into a packaged form; or delivering animated calls to action embedded within info graphic packages. Bespoke channels Creating a bespoke channel takes deeper investment, but has the deepest positive effect. Where TV shows and news broadcasters use anchors and personalities, businesses can make use of the expertise it already has on-board. For example, financial institutions can promote prominent employees, taking a news story and delivering an analysis key to customer interests. This could be in the form of a straight ‘to-camera’ interview, or a voice-over applied to an existing newsreel. Promoting a business’ success stories is another way to broadcast original content. Thinking of these as video case studies is a good way to start. Architects offices, for example, often commission video showing a project’s inception, building process and completion. By editing these packages together, and adding voice-over commentary, the content can be deployed quickly to digital signage for little additional investment.

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Internal channels Internal communications also benefit from a broadcast strategy. Many businesses use digital signage to promote key messages to employees. CEOs can become less distant by updating their staff on business news and initiatives through video interview and ‘to camera’ addresses. Curating video content is a cost-effective way of broadcasting with expertise. Packaging together existing industry news stories and interviews, and overlying captions and additional information is a fast way of delivering expertise in a broadcast medium. Adding calls to action and links to social media activity and email sign-ups and registrations are more effective when an audience feels the broadcaster is a trusted authority in their particular field. Broadcasting tools Capturing and editing software may be a costly investment, but there is no requirement for broadcast quality video. Many smartphones capture full HD video, and free video editing software makes it easy to add information overlays and additional voice-overs. There are options for more bespoke broadcasting that draws in real-time data. For example you can show live market information, sports results, news headlines and even weather forecasts all packaged together and branded to your liking. NoviSign Digital Signage and Scala Digital Signage Software each offer this type of service. The advantage of businesses that have an exiting digital signage infrastructure becoming brand broadcasters is evident already on the web, where content marketing is proven to engage audiences more deeply than old-hat advertising. With the ever-growing reach of digital signage, becoming an expert broadcaster is the next step for businesses looking to differentiate and elevate themselves from competitors in their markets. Image credits: Scala Engagis Convergent   Get the best content from ASUS Business Hub sent to your inbox. Sign up here.