How To Create Digital Signage Content for Different Display Sizes

February 12, 2020 at 10:27 AM / by Kara Fleck

Congratulations - you made the purchase of a digital display and have watched your ROI grow higher than you were probably expecting. Why? Because digital signage has become the new norm and your customers are noticing more of your advertisements. One of the next steps in your plan might be purchasing more displays, but there is a list of questions to ask before taking that leap. The biggest question will likely involve the content. How will your marketing strategy change with the addition of more screens and different sizes? The answer to that question will depend heavily upon your means to create dynamic content that grabs attention and compels people to act.


Landscape Displays

Landscape, or horizontal displays are the first choice in a digital display format. It’s the format viewers are most accustomed to. TV’s, YouTube videos, tablets and smartphones have made this format the standard. Installing a new landscape screen is usually the first step to adding digital signage in a business. A study from small business owners found that their revenue increased by 86% when installing new digital signs in their stores.


Digital Signage Content from Render Impact by SPI on Vimeo.

Let’s talk in a broad picture; say you bought your first digital display for the front of your store. This compelling new advertising piece grabbed the attention of your customers and made them take action. That’s the best first step! But how can you take the same eye-catching advertisement and make it remembered during their entire experience with your business? Adding more screens around your store in strategic locations along the buyer’s journey will help the message stick with your customers. Smaller, proportional displays that fit seamlessly in the environment will keep your messaging alive with your customers and help them retain the messages you want them to see. And the best part - the content is simply scaled down and/or re-purposed from the other digital formats you created it in! You’re taking that same content that was created for the larger display out front or from the Facebook video ad and just adjusting the format so it is accessible on the different screen sizes.

Horizontal Landscape vs. Vertical Portrait Digital Signage Displays

Portrait Displays

Portrait digital displays sometimes seem like the scariest option, but let’s take a step back and understand how to make this style work for your advertising needs. You know the horizontal display has increased your ROI and you now have a particular area where you want to incorporate a portrait-mounted display. A portrait-mounted (aka vertical display) can fit your needs and keep up with your unique marketing approach.

The digital signage content is the key factor to ensuring continuity throughout the buyer’s journey. This is where a motion graphics agency can help maximize the opportunity you’ve created by investing in digital signage displays. They will work with your existing static ads and other marketing materials and bring them to life on your digital displays. The professionally-created, animated content will help your business engage your audience and be remembered. A professional agency focused on digital signage content will be sure to take into account the consumer’s active attention zones when creating the content. Portrait displays are used when you have a design goal in mind. A content designer will typically start with the portrait content first and later adjust to landscape.


Outdoor LED Display - Dynamic Digital Signage Content from Render Impact by SPI on Vimeo.

Outdoor LED Marquee

In some ways, an outdoor LED Marquee screen needs to have a life of its own. It needs to grab a passerby’s attention before they enter your property, and studies show that an outdoor LED sign reaches 70% of the general public. It’s often the first impression people get of your business. First impressions are everything, right?

There are some guidelines that need to be followed: less copy, message is on target, content is easy to understand in less than 10 seconds and call-to-action. So how do you advertise the same message on your screens from inside to outside? That strategy can be easily executed with the help of a professional content designer or motion graphics agency. They can simplify your message in just a quick headline that will engage your new audience. One of the main goals of the content on the outdoor screen is to entice them to take the next step and go inside. Once they are inside and walking around your property, seeing a similar ad inside will trigger their memory of the quick advertisement from outside. Remember that consistency and continuity are important for the success of the buyer’s journey.

White Paper: Design Tips for Brand Continuity

Video Wall or Custom Configuration

A video wall is your statement piece. It’s often called a feature wall and rightfully so. It is a dynamic digital feature that can stop people in their tracks. It’s also a big investment in technology that will pay off if you use it correctly.

This is the perfect place to start by allowing the content produced for your video wall to flow to other screens that are placed in and around your business. Every screen in your business is important and can lead to continued growth of sales by 31.8% overall. If your focus is on advertising on your video wall, then you can re-purpose and scale down that same content for other displays around your property.

White Paper: Choosing a Content Partner

Your video wall can also be used to feature branding content or dynamic “living” art instead of advertising messages. A motion graphics or digital signage content agency can help bring your ideas to life and create a stunning visual canvas that can draw new and repeat business.

Or it could be a mixture of both art and information. Video walls redefine interior spaces by providing endless opportunities for creative expression and offering a dynamic, new way to deliver art and information.

Which Is Better for Your Video Wall - Art or Information?

Nothing that is created for your video wall is a once and done solution. There are options that your designer can help you with to allow your screens to look cohesive and resemble a true concept. Remember, you will always need to invest in the content and keep it fresh to continue getting the most ROI from your digital signage.


Video Wall Content at Casino from Render Impact by SPI on Vimeo.


Topics: Digital Signage, Video Walls, Digital Signage Content, LED Displays, Branding, digital displays

Kara Fleck

Written by Kara Fleck