Adding Sound Throughout Digital Signage Video

November 25th, 2011 fwriter 0 Comments

At first, it sounds like a very good notion. Utilizing audio in your digital signage clips seems like a fantastic approach to grab and hold the attention of your market. More so, it opens the door to developing promotions that may deliver your message through both text and sound

The difficulty is, doing so is more dangerous than a lot of system owners recognize. It has never been less difficult to drive people from your screens with a tool that has much opportunity.

Below, we’ll explore incorporating sound into your signage content by making the respective circumstances for and against its use; I’llI will describe motives to integrate it as well as a few of the pitfalls that ensnare novice system owners. Iwill additionally provide a couple of suggestions for getting the most out of audio in the event you decide to include it within your content.

The Case For Audio

Research shows that a considerable percentage of individuals who listen to a promotion for a product make the choice to purchase that item. In some instances, an in-store sound marketing is sufficiently persuasive to motivate consumers to select a different make than they had initially planned to buy; that is strong. It indicates there is a good reason to integrate sound in your DOOH subject matter, particularly in a retail venue. Nonetheless, it is crucial to balance the debate by revealing some of the potential consequences.

Argurments Against Sound

Integrating sound into your digital signage clips is comparable to driving a high-performance automobile: if you don’t understand what you’re doing, you may trigger lots of damage. While audio may potentially enhance your messages and engage your viewers, it could additionally have a damaging effect on a store’s buyers and personnel.

One of the difficulties of using sound is that it seems to command a room. With visual-only campaigns, shoppers may disregard sections that neglect to interest them. However, if your signage subject matter consist of voices, music, or other kinds of sound, it will be difficult for shoppers to ignore; the only way for them to escape is to leave the place.

Another potential problem involves a venue’s staff; if they find your clips frustrating, they might simply lower – or turn off – the volume of your displays. If you’re relying upon the audio portion of your message to generate a reaction, turning off the volume essentially incapacitates your clips.

Utilizing Sound Subtly

If you are motivated to go forward incorporating audio in your signage content, do so while adhering closely to a few ground rules. Foremost, make sure your messages can stand on their own dependent solely on their visual elements. Sound should complement your message, not push it.

Secondly, make sure the sound portion of your clips does not interfere with the atmosphere of the host locale; if it does, the venue owner might turn the volume off.

Third, avoid splashing audio all through your entire signage message. Use it judiciously as an emphasis rather than the generating force. Less is more.

Stats Tell The Truth

The last word on the matter should be your own figures

The data you compile from experimentation and keeping track of the outcomes will usually trump the claims of experts; that said, if you’re going to go forward with audio, you should have a tracking program in place to measure traffic patterns and response rates

That’s the only way to know whether or not your signage clips are helpful.

For instance, is foot traffic around your displays increasing or decreasing? Is your response level increasing or falling through the floor? Also, speak with the host store’s personnel about whether or not buyers appear engaged or irritated by the audio within your DOOH content.

Sound can make your signage videos more interesting and effective. But, there are many hazards down the way. You may find that eschewing sound and concentrating on your visual demonstration is a greater route to reaching your objective.