How to Manage Videowalls and Digital Boards for Physical Branding
In recent years, Digital Signage has become an increasingly important tool for marketing and corporate communication. Digital billboards and videowalls can be used to create a strong visual impact on customers and visitors, improve user experience, increase engagement, and promote brand awareness. Therefore, they are extremely useful tools for a company's physical branding.
What is Physical Branding
Physical branding is a term used to describe the physical and tangible aspect of a brand. It is an important characteristic that helps distinguish a company from the competition and create a recognizable and memorable image. Additionally, physical branding influences customers' perception of a company and its products, thus contributing to creating a positive brand experience. To optimize physical branding, companies must pay attention to design details and consistency in presenting their brand across all physical channels, such as offices, stores, trade fairs, events, and product packaging.
Digital Signage for Physical Branding: Necessary Hardware and Software
The first things to consider when managing a Digital Signage ecosystem for physical branding are, of course, the necessary hardware and software. The most used hardware products for physical branding are Digital LED Walls, large wall screens used for emotional messages, and displays for Digital Boards, smaller screens sometimes interactive used for more informational purposes.
Regarding software, there are many options available on the market. Digital Signage software allows easy programming of content to be displayed on screens, creation of playlists and daily schedules, and remote monitoring of each display's activities. In addition to classic software, connectable to screens via an external media player, INFINITYS proposes using its proprietary software, the ANIMA Content Panel, which is installed directly on the operating system of Samsung displays and allows managing the entire Digital Signage ecosystem.
Defining Physical Branding Goals
Before starting to manage a videowall or a digital billboard, it is important to define the goals of physical branding. What do you want to communicate? What messages do you want to convey? Who is the target audience? Defining these goals allows for the creation of targeted and customized content that meets the specific needs of the company. Branding a headquarters or an office is indeed totally different from furnishing a retail outlet. However, there are some guidelines that are common to all Digital Signage strategies for physical branding.
Creating Engaging Content
Creating interesting content is the key to creating a memorable and engaging user experience, whether for collaborators or employees. The content must be visually attractive, with high-quality images and a clean and effective design, while slogans should be brief and concise for easy comprehension and memorability. At the same time, the display should not be overloaded with too much information or with elements too small, to avoid being difficult to read.
Choosing the Right Location
The location of the videowall or digital billboard is as important as the decision to use them: choose a strategic location for the display, where the target audience is more likely to see it, and ensure that it is positioned at an adequate height and angle, so that it is visible and legible. Moreover, a location that is consistent with the theme and style of the company should obviously be chosen.
Personalizing Content
Personalizing content based on the target audience increases engagement and the effectiveness of communication: a videowall inside a company certainly must show different content compared to the same display installed in a store. It is important to adapt the content to the specific characteristics and needs of the audience, in order to create a personalized and engaging experience, also thanks to the use of interactive content that exploits virtual reality or gender cameras and QR Code Engagement widgets.
Keeping Content Updated
It is important to regularly update the content of the screens, adding new ones or modifying existing ones to keep up with market trends and news. Thanks to modern Digital Signage software, it is possible to schedule content in advance, planning a publication calendar that ensures constant communication.
Monitoring and Analyzing Results
Monitoring and analyzing the results of marketing activities is essential to understand the return on investment and make any changes to improve communication and the physical branding strategy. Using data and metrics, such as the number of views, engagement, average viewing time, and conversions, allows identifying strengths and weaknesses in communication, understanding audience preferences, and adapting the strategy accordingly.
Conclusions
Managing videowalls and digital billboards for physical branding requires careful planning, a good understanding of best practices, and the creation of engaging content. From hardware and software to the positioning of displays, every aspect of display management must be considered to create an engaging and memorable user experience. In this context, choosing a reliable partner is often the preferred solution for companies, who opt to delegate all the more technical aspects to experts in the field like INFINITYS, who, knowing the tools and needs well, can implement the best solution based on specific requirements.
