3 Creating Content Relevance


In the previous chapter, we often discussed the idea of making the content on a digital signage network relevant. Simply put, that means constructing content to carry a company’s messages in a manner that has meaning to the specific audience whose behavior the company is seeking to influence.

Even before companies decide to make DOOH part of their marketing and communications strategy, they usually have a good idea of who the most likely buyers of their products or services will be. The choice of network depends in part on the habits of those buyers—digital signage needs to reach them in places they are most likely to be, at the times they are most likely to be there.

But it is the content itself that takes its ...

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