This is becoming common place on websites. You’ve seen it. And I know you’ve used it. The link to opt out of an ad.
Have you ever NOT looked for this option 
when a commercial pops up on your screen?
Clicking it gives you a sense of relief and satisfaction. “You thought you were going to tell me to buy something, but you were wrong!” Then, with a smug look, you navigate to the information you really want.
This conditioned response is more pronounced while watching TV. A commercial comes on, and if you have a DVR, you fast forward. Or you channel surf. I know I’ve seen my share of 5 minute snippets of various Lifetime Original movies while waiting for the game to come back on. Let’s face it. Watching some mushy show about a love lorn frontier woman who is married to a man that treats her bad is better than a commercial. Barely, but still better.
Let’s carry this philosophy over to digital signage. Does it make sense for business owners to put commercials or video content on digital signage in hopes of improving the customers’ shopping experience? Consumers are already trained to ignore and avoid anything that looks remotely like a commercial. While they may see your signage, they won’t look at it for long. In fact, they will quickly “Skip This Ad” and move on.
We believe it is vital to remove the association between TV commercials and your digital sign. We want your message to reach the targeted audience. Wouldn’t it be a shame if your investment in digital signage went to waste because you were encouraging your customers to “Skip This Ad?”
Sadly, some organizations choose to go for the “wow factor” and end up sacrificing what really works. Poor results mixed with the high cost inherent with video usually ends up giving the illusion that digital signs don’t work and the entire concept gets discarded.
Avoid this scenario like the plague. Or in this case, like it’s a commercial!
Use content that works—do it in a way that people would want to look at it —this way you and your digital signs will be a success!
