By Richard Slawsky | Contributing writer, Digital Signage Today
A video wall deployment can run into many thousands of dollars. Content should not be an afterthought.
Video walls have long been recognized for their ability to capture attention and engage viewers. Visit the flagship store of any major retailer, and it’s likely that the focal point of that store will be a video wall.It’s the same with a lobby of a hotel, casino, museum or any other space where the goal is to dazzle visitors. There’s just something about the sheer size of a video wall combined with the elegance of dynamic content displayed across multiple screens that makes us want to look.
And although costs have fallen to the point where nearly any business can afford to deploy a video wall, they aren’t cheap. Deployers can spend tens of thousands of dollars on video wall technology.
All too often, though, when planning a video wall project most of the planning is focused on the hardware side, deployers don’t begin thinking about content until very late in the procurement process. And while digital signage software often comes with built-in tools to create content, it doesn’t make much sense to make a large investment in video wall hardware and then try to skimp on content creation. The concept is similar to driving a high- performance race car but filling the tank with generic oil or gasoline from the local convenience store.
Simple, self-created content may be fine for a single shop or simple deployment, but getting the most from a digital signage investment requires the use of content designed by someone with experience in what’s effective and what has the best chance of delivering the best return on investment.
Here are just a few of the benefits of working with a professional content creator:
- Professional look and feel – Professionally developed content looks, well, professional. We’ve all been in line at the grocery store, watching the ads scroll past on the digital display near the register. At the end of the day, it’s easy to tell the difference between professional content and the content created by the assistant manager.
- Regular updates – Content produced in-house is often developed by someone who has other duties and took on the task as a side project. Because of that, what’s displayed could be neglected to the point of becoming stale. A professional content developer can provide regular updates to content and develop new promotions or designs quickly.
