Executive Summary

Conventional wisdom suggests that great content is the most effective vehicle to deliver a given message. Content can be entertaining, clever and attention holding without necessarily imparting any useful information to the recipient. If the goal of your digital signage is solely to distract your audience to reduce perceived wait times, then content alone can do the job. But if the point of your message is to inform, educate, build awareness, create relationships or facilitate a decision, then the message must resonate with individual viewers. Real value can only be achieved when your message is relevant to your audience. Context is the appropriate combination of timing, focus and effectiveness that makes content applicable to the viewer.

This is not to say that good quality content is not important; in fact it is vital. The medium is still a major part of the message and people equate quality content with a quality message or brand. If your message is not pertinent to the viewer at that specific time and place, the value is greatly diminished and the presentation may significantly damage your relationship with that viewer. Digital signage is an effective communication medium, but you need to be careful not to communicate the wrong
message to the viewer.

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