Looking at things differently

Groundbreaking research produced by Manchester based digital media company Pixel Inspiration, is set to change the way the recruitment market both uses and develops digital displays.

Digital Signage Networks (DSNs) are a fairly new medium of communication and many companies using them adopt the same approach as they would with traditional forms of media distribution.

But this is a costly mistake according to Pixel Inspiration, who together with a team from the University of Wales, Bangor, has conducted extensive research to address some of the critical issues related to DSNs.

The research looks into the psychological, social, cultural and business factors most relevant to DSNs. In short, it explores the psychology behind content and reveals how and why certain content affects its target audience, while some simply does not work.

It also explains why, when designing a DSN framework, it is vital to consider the goals of the network, the environment in which the DSN will be placed, the people in that environment and the activities that take place in that environment.

And only when each and every one of these issues is truly understood, can an effective network and content be created.

Managing Director Of Pixel Inspiration, Barry Bugg, says: ìWhether being used to advertise products, promote activities, inform or merely entertain, the efficacy of DSNs can be greatly enhanced by a complete understanding of this unique form of entertainment.

ìAnd this requires knowledge of technology, design, business and, perhaps most importantly, psychology.î

He continues: ìAlthough it may seem obvious, the vast majority of digital signage projects donít achieve results because the people involved forgot they were creating something that had to appeal to a certain audience in a certain way.

ìFor example, itís rarely effective to repeat previous advertising campaigns for the digital screen, as itís a medium that has its own unique characteristics.

ìSimply plonking a TV advert into your display is missing the point as well as a huge opportunity.î

Although Digital Signage presents huge prospects for those in the recruitment market, they must never lose sight of the fact that one of the key differences between ëtraditionalí new media and content designed for Digital Signage is the audienceís psychology.

It is rare for a Digital Screen audience to be actively engaged with the medium, unlike with TV or the internet. And so it is vital to understand what works best in these environments.

Pixel Inspiration is currently working on subsequent research with the University of Wales, Bangor, and plans to use the findings of all their research when working with clients, to psychologically evaluate their network and contents, providing a unique best practice framework for each brand.