Digital signage usurps traditional internal comms

Digital signage could prove more effective than traditional internal communications tools, an academic has argued at the Communications Directors Forum.

Retail: where digital signage is used well
Retail: where digital signage is used well

Speaking at the Forum on board the cruise ship Oriana, Dr James Intriligator, senior lecturer in experimental psychology at the University of Bangor, said the signs could help communicate and reinforce key messages, internally and externally.

But he warned simply buying a digital screen and then using it to display basic PowerPoint presentations would not work. ‘You need to start by thinking what kind of communications you want and then invest in the hardware and software to achieve this,' he said.

Digital signs have been used effectively in retail. One US study showed sales of a particular alcohol brand increased by nearly 50 per cent when digital signs were used to communicate.

‘From a psychological perspective they are incredibly effective,' Intriligator said. ‘They are attention grabbing, engaging and people remember them more. They can also create an emotional reaction.' He added the trouble with current methods of internal communications in particular, such as posters and emails, was drawing people's attention to them and keeping them updated enough to remain relevant.

The university is currently running a research project with Her Majesty's Revenue and Customs, observing the effectiveness of digital signs in corporate communications.


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