Placement & attention
Review sightlines, distance, movement and the amount of attention people can reasonably give a screen.
RETAIL MEDIA
The right message.
In the right moment.
Give digital communication a clear purpose within the retail experience, from product information to timely, location-aware content.
WHAT TO CONSIDER
Make every screen
part of the setting.
Useful content
Choose messages that support the customer journey and the role of the location.
Visual clarity
Use an understandable hierarchy, readable type and a focused message designed for the viewing context.
Scheduling & relevance
Plan when content belongs on screen, including location hours and changing customer needs.
Content ownership
Define who prepares, approves, updates and retires messages so screens stay relevant.
Thoughtful evaluation
Use measures the selected system actually provides, with clear distinctions between playback, exposure and response.
THE EVERYDAY EXPERIENCE
Context gives
a message its purpose.
A message for someone spending a lunch break in a lounge differs from one for a traveller passing through a concourse. Placement, timing and the content itself should reflect that difference.
Explore the environmentsA PRACTICAL VIEW
A clearer content lifecycle.
Define
Agree the audience, the message and its purpose in the setting.
Create
Build content for the available screen and viewing conditions.
Coordinate
Set approvals, timing and ownership before it appears.
Review
Keep the message current and evaluate the available evidence.
BEFORE DEFINING THE SCOPE
A useful brief
starts here.
Record the essentials, identify the open questions and confirm the requirements of the selected configuration.
- Screen position, size and viewing distance
- Audience, setting and communication purpose
- Content standards and approval ownership
- Schedules, updates and retirement rules
- Available measurement and reporting definitions
LOOKING AHEAD, TOGETHER
A clearer starting point.
A more connected plan.
Explore the questions that turn a retail idea into a considered project.