News Article
News Article
Maximize Audience Engagement

Maximize Audience Engagement With Content Randomization

Mar 24, 2015



Variety is the spice of life. It’s what keeps us interested, whether you’re talking about food or music or books — or in the case of digital signage, visual content.

 

Repetitive visual content can lose your audience. Their attention is gold, and if there’s no strategy in place to keep them coming back, viewers can get bored with the displayed content. A dynamic display strategy ensures that content avoids becoming stale, even over a short period of time — remember, most audiences are not constantly in front of displays and probably only catch glimpses of your displays for a minute or less. Dull or repeated content will lose their attention and fail to sustain your messaging.

 

So how do you maintain an audience’s attention while getting your message across? One way is to display data sourced from constantly updated and audience-appropriate feeds. The other way is to display visually engaging content that balances eye-catching appeal with strong messaging. Many of Signet’s customers do both, and in particular, handle the latter very well. However, there’s one more thing you can do and it comes down to how content is organized and ordered in a playlist. Playlists present a great opportunity to randomize content order through the leveraging of sub-playlist content within a greater scheduled playlist.

 

Signet clients are often encouraged to think of their playlist as a “show” — and like any show, there are usually segments. For example, a show might have an intro, a trivia segment, an interview, a Q&A segment, and a finale. If you categorize your content into themed buckets of sub-playlists, then these sub-playlists can become segments that create a show’s flow.

 

The other tool you can use is a playlist’s random or shuffle feature.

 

Playlist View

 

There are typically two types of playlists: the master playlist and several sub-playlists (AKA buckets of content). When using the shuffle feature, the media player will randomly display content for each sub-playlist or it can randomize the master playlist to ensure that viewers never have the same order of segments. The dynamic of your “show” can be customized to give more weight or frequency to certain types of content, ensuring a constantly evolving viewer experience without the need to constantly manage the entire playlist.

 

As audiences can easily become desensitized to everything from content order to content length. By using a “show” strategy, content remains dynamic and engaging. Thus, even if the same master playlist is used for a long period of time, content is likely to be new to any viewers catching glimpses of your display.