The importance of CONTENT in a video wall investment

A video wall investment campaign is indeed a huge burden for a company and can cost as much as thousands of dollars. CONTENT should NOT be an afterthought for such a heavy investment.

Video walls are the ideal investment for capturing viewer attention and engaging viewers. With a goal to dazzle visitors, these are most often used at:

• Flagship stores of major retailers
• Hotel lobby
• Casino
• Museum

Although the costs of video walls have drastically fallen to allow more businesses to afford the investment, it still is significantly higher than other digital alternatives. However, most often when a video wall campaign is being planned, most attention is given to the hardware. Content is not thought about until very late in the process. Although most digital signage software offers built-in templates for creating content, a large investment like this deserves much more attention than simply choosing a pre-designed template. Well, who would want to fill local gasoline for a high performance car right?

For smaller digital campaigns, simple and self-created content is fine. But to make the most out of a heavy investment, it is best to assign the responsibility to someone who is well experienced in the field and provides the best opportunity to gain maximum ROI.

A professional content creator can help in the following ways:

• Professional look and feel

It is not so difficult to tell the difference between content created by an assistant manager being displayed on grocery store screens and content professionally developed for a more sophisticated digital signage solution. The content creation software is ideal for smaller operations but investments that are as big as thousands of dollars require professional content to make sure the investment really pays off.

• Regular updates with fresh content

When someone within the organization is assigned the responsibility of content management, he/she obviously has other main duties to carry out and is doing this as an additional task. In this situation, neglect is common and the content displayed tends to become stale. When a professional content developer’s job is to create fresh content, he/she will do so with maximum commitment. Regular updates and designs for new promotions will keep coming in to make sure your video wall does not get stale.

A video wall investment will last you for many years to come, but that does not mean the same content stays on it for years! Along with choosing the right content, keeping it fresh and up-to-date is a key factor in getting maximum ROI.

• Experience and skill

Professional content developers are far more experienced in the field and know exactly what content will suit a 30 inch display and that the same may not look good on a video wall. According to experts, a common mistakes investors make is that of cluttering the wall. Just because the screen is big, don’t display too many messages because this will only confuse the audience. A well thought out content plan for digital signage is essential to attract ongoing attention and result in an increased strategic value over time.

• A talented team of designers

Access to a talented team of designers is another advantage of handing content management to professional developers. To build a successful content plan, a team of experienced designers is needed to come up with ideas that will help the company stand out. This skilled team will also have detailed knowledge of ongoing digital signage and video wall content trends.