‘Locally specific content adds a level of context to the screens’

Why is locally targeted content so important for a large network?

A one-size-fits-all approach to content is not ideal. With differences in local audience needs and interests, a message that works on one screen might be completely irrelevant on another. Take a healthcare network, for example. With screens in paediatric clinics, dermatologist offices and even hospitals, messaging that works in one healthcare location will likely be of no relevance in the other.

Enabling local employees, like receptionists, store managers or office managers, to update their content is also a way to better engage their unique audience. While the network’s main content should be relevant and exciting, locally specific content adds a level of context to the screens. Something as simple as store opening hours during holidays, staff news and updates, or upcoming community events can pique the audience’s interest and keep them engaged. 

Broadsign has launched Broadsign Publish, the newly-improved next generation of Broadsign Creator. Tell us about the decision, what it means for Broadsign customers, and how Publish will help Broadsign customers display unique content for unique locations. 

Broadsign Creator was our first adventure into local content management. It was a good tool, yet as technology has evolved and after speaking to our customers, we saw that a more flexible and modern solution was needed for local messaging. Network operators needed something that enabled them to maintain brand control on every message without having to micromanage each content change. 

To better enable local employees to produce great looking content, we made some key improvements, including an easier to use, more modern interface, a clear end-user workflow with simple tooltips, and HTML5 support for dynamic, creative and responsive content.

What are the benefits of using HTML5 templates to create local messaging?

We are actually seeing more and more dynamic content across the digital out-of-home industry, and we wanted our customers to be able to apply this creative flexibility with their local messaging. Broadsign Publish is an HTML5 template based solution, enabling users to customise dynamic and responsive content.

These templates can have restricted editing capabilities, ensuring network branding is consistently followed in every location. Local employees simply fill in the template with their local information, without any technical or design skills required. HTML5 also gives networks more creative flexibility with their messaging. Integrating location-specific data feeds, like time-of-day or current weather, adds even more context to each message.

Who is the target market for Broadsign Publish?

Broadsign Publish is for digital signage network operators who centrally manage a large number of screens but need local customisation for their messaging. The product is ideal for networks that span wide geographical areas, or for networks whose individual locations would highly benefit from custom messaging. Some possible Broadsign Publish customers include retail stores, shopping malls, healthcare clinics, municipalities, restaurants and cinemas.

Tell us about how some of your customers who use local content to improve their messaging. 

We work with a large healthcare network that uses local content customisation to better educate patients and help them manage their own health. With screens in waiting areas and even in patient care rooms, clinic operators display messaging that is relevant to their patients. This includes opening hours and check-up reminders, but also carefully selected content that is in line with clinic-specific issues, including asthma, child literacy, cancer awareness and more.