Digital signs can be an excellent way to market your products or services when compared to static ads. They’re also used in digital menus, corporate communications, and advertising in high-traffic areas.
But if you want your digital advertising to have a big impact on sales, you need to consider every possible factor, including the frequency of running your ads on digital signage monitors.
After all, you don’t want to waste your marketing efforts with such a simple thing, at least if you want to create a lasting impression, increase customer engagement, resonate with you and make your main message out there.
In this guide, we’ll help you figure out how frequently you need to run your ads on a digital sign.
How Many Times Should Your Ads Run on Digital Signage Screens?
You can run your ads on digital signage monitors as frequently as each ad’s display time allows. That’s what most experts in the digital signage industry recommend businesses to do. In other words, if your customers or clients can read an ad in no more than 10 seconds, keep that ad at 10 seconds and switch to the next one, and so on.
Putting that aside, here are some of the factors you need to take into consideration when deciding the number of times a particular ad shows on your digital signage screens in the design process:
The Ad’s Importance and Relevancy
When running an engaging carousel of ads, take into consideration the importance and relevancy of each one when deciding each ad’s display frequency. If you have an ad for a great offer that your audience would likely be interested in, running it more frequently than other ads would make sense.
You should also consider the ad’s relevancy. If an ad is relevant to all of your customers, you should consider giving it more display time than ads that would be interesting for a smaller percentage of your audience.
Screen Size
Screen size is yet another variable to take into consideration when deciding how frequently to display your ads.
If the screen is small, you might want to make up for that by displaying your ads at a high frequency. It’s also worth noting that, even if you have a massive screen, trying to take advantage of the screen’s size by displaying too many ads may still feel overwhelming, especially if you attempt to display multiple ads at the same time.
Distance From the Viewer
If the digital signage is right in front of the viewer, it won’t make sense to display the ads too frequently because there’s a high chance your customer has already seen it multiple times.
On the other hand, digital signage displays installed on ceilings or placed far from the viewer would benefit from displaying the same ad multiple times in a short period.
Time of Day
Changing the frequency of your ads at certain times of the day can be a good way to keep up with the change in the number of customers. For example, if the place is crowded, displaying your ads frequently can be more effective than when the place is almost empty.
How Long Should Your Digital Signage Content Keep Showing?
The amount of time each ad should display on your digital signage varies depending on the location and the context of the ads.
If the ad is one sentence with a picture, keeping it running for less than 10 seconds should do the trick. On the other hand, an ad with a few sentences and maybe 2-3 pictures would benefit from a longer display time.
If you want to estimate the ideal display time, read the ad at a slow pace and add a few “spare” seconds to match each customer’s attention span.
So, if you can read the whole ad in 15 seconds, displaying it for 22-25 seconds would suffice. Remember, people tend to read at different speeds and digest information at varying rates, so it’s essential that you don’t make the ad’s display time too short.
Moreover, you should also take into consideration the location of your digital signage display. If your digital displays are spread out in an airport’s hallways, you should keep your ads short and display them for a bit longer than needed. This is because people are always in a hurry when walking through airport hallways, so you need to make your ads eye-catching and concise while also giving them enough display time.
If you’re using small digital signage that people pass by, displaying your ads multiple times a minute should be OK. However, if you place your digital signage in a waiting room, your target audience could get bored quickly when they keep seeing the same ad showing up over and over again.
Avoid Going Overboard With Ads on Your Digital Displays
There’s such a thing called “too much information.” When you give your audience more information than they can digest, they won’t be able to remember most of it. Remember, the goal of every ad is to make your service or brand linger in the mind of your customers, but you can’t do that if you display dozens of ads at once.
Your audience’s attention span is probably much shorter than you expect. Most people may only look at your digital signage content for less than a few seconds, so make them count!
Final Words
Alright, so that was our two cents when it comes to the frequency of running advertisements and promotions for your audience on a digital display in Singapore.It’s also essential that you pick a reliable and cost-effective
Remember that this is something you need to try and test a few times before you get it right. Notice your consumers’ behaviour and maybe even conduct a survey that can help you understand which ads were most effective and what their frequency was.
It’s also essential that you pick a reliable and cost-effective digital signage supplier in Singapore that uses advanced digital signage technology to make your investment worth it.