Short post, but we thought it to be an interesting expose that surfaced from our creative team's brainstorm with the latest project, so we are sharing.
When you plan your network, your displays your 'strategy' - do you consider that different screens may be serving audiences in varying 'contexts' and thus varying attention spans or interest levels?
Take a corporate communication example:
In the elevator the visitor is stuck for at least 15 seconds and has time to ingest only a short news clip, weather or a narrative of a corp communication piece.
In a boardroom or front reception, the audience spends longer time and is more receptive to longer corporate narratives or possibly a full 'headline news' reel. The viewers can even divide their attention between various information that may be segmented on a screen with multiple content layers.
Conversely, in the hallways of the building or in a busy foyer, visitors can likely only catch a few seconds of the screen content, leaving room for only 3-5 second branding spots...
In these three examples, the content strategy (type, duration, length, level of detail) should be different among all 3 'zones'. The long reception and meeting room spots won't work in hallways or high traffic areas. The Quick hallway spot will look rushed in the boardroom.
Obviously the content can be re-used and repurposed between the 3 areas (to keep costs down) but it does need to be altered to be most effective.