March 3, 2024

Seenspire's partnership and interview by Agence France-Presse

What are the challenges for organizations that leverage public displays as a part of their communication strategy?

In order to communicate successfully, an organization needs different channels to share its message with one channel that reinforces the other. Organizations are constantly looking for the silver bullet that will enable them to communicate effectively with all levels of the organization. The relevance and quality of content will be the determining factor for any channel to attract the attention of their audience, no matter how sophisticated the technology behind the channel.

Today’s fast-paced business environment dictates a continuous content creation which is a universal challenge for effective digital signage.

Laurent Nicolas-Guennoc - Chief Marketing Officer @AFP

However, continuous content creation takes time and resources. To solve this problem, organizations of all sizes, from small retail to large corporate offices, need to understand how they can maximize the impact of their digital signage channel.

How does content enhance the viewers’ experience (VX) for public displays within organizations?

As mentioned above, content is the driving force behind what makes a communication channel effective. Your audience will only acknowledge a public display when it offers the same diverse and dynamic content as they are used to from their home TV experience.

The difference is that public displays are always-on yet non-intrusive, which makes them a popular communication channel.  However, the organization will need to consider around 2000 hours of airtime per year with traditional opening hours from 9 to 5.

Who are typically the stakeholders involved to make the digital signage communication channel successful?

IT will usually take up the role to set up the network of screens, and when done involve other stakeholders like, social media managers, marketing & communications managers, leadership (HR, CEO) who have a message worth sharing and amplifying it through the use of public displays. Within all layers of the organization there are different levels of engagement and also different types of content that are required to attract the attention of the viewer.

Imagine a screen in any public space where people work, wait or buy. For example, if the audience at HQ is comprised of visitors and employees, it is important that your content is different than the day-to-day operational communication you would communicate in factories and warehouses. As a marketing & communications professional, digital signage enables you to leverage content that reaches the right audience at the right time through a mix of company announcement, social media, employee generated content and editorial content from trusted sources.

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