CampaignsHD - Audience Engagement Framework (AEF) and Best Practices
Tips on how to structure Campaign Slides using the Audience Engagement Framework and Digital Signage Best Practices
Intro to AEF and Best Practices in CampaignsHD
In this article, we will review how to Structure Campaign Slides using the Audience Engagement Framework (AEF) and Digital Signage Best Practices.
In our article on AEF and Templates, we noted that establishing Color, Motion, and Multiple Assets on a Template are an important first step in preparing your communication.
A Campaign is a collection of Slides grouped around a uniformed message. It's where you take the main content uploaded into CommandCenterHD (CCHD) and assemble them to create the Primary Messages communicated using your digital signage.
Two of the four Design Tenets within the AEF that are most important at the Campaign level are Two or More Assets in Playback and Time On-Screen. We’ll cover each briefly, while detailing how each relates to a Campaign, in this article.
Two or More Assets
If you created your Template using the Best Practices laid out in our previous AEF article, you know the importance of having Two or More Assets in Playback on a Slide.
In a Campaign Slide you want to add pieces of content that are Primary Assets: the main assets that define the principle messages related to your digital signage communication strategy.
What is an Asset? An Asset is Media, Text, or any information that can be understood as an individual message.
Using the Slide below as an example, we are able to count three Assets - denoted by the yellow boxes: The Primary Asset (The Image and the Welcome Caption), The Weather, Date, and Time Sidebar, and the scrolling RSS Ticker.
On the Template, we've already added the Sidebar and RSS Ticker as our Secondary Assets. On the Campaign Slide, we've added a Visual Asset and Text Asset as our main content. Because this Slide is designed as a simple Welcome Slide, and the Text is a caption for the Visual, we consider both to be a part of the same asset.
As you create slides, keep the amount of assets in mind, as well as how much information needs to be read, or processed, on the Slide. Based on that information, it's best to keep any Slide under 30 seconds for Time On-Screen (which we'll discuss in the next section.) If the Assets are providing too much information, you'll either need to make your message more concise or remove Assets from the Slide.
When determining the Time On-Screen (known as Duration) for a Slide, you'll want to take into account the amount of Assets on the Slide while also understanding Dwell Time, which is the average amount of time your audience engages with the screen.
The general rule is 4 to 8 seconds per Asset, based on how much information there is to process.
(# of Assets) x (4-8 seconds per Asset) = Duration (Time On-Screen)
Using the example in the previous section, because our Slide is not using that much information we would lean towards 4 seconds per Asset.
3 Assets x 4 seconds per Asset = 12 second Duration
Also, consider the location of the screens when determining Slide Duration. Content on a screen in a Hallway will have a different Dwell Time compared to one in the Lobby. The Hallway player needs fewer slides with a quicker Slide Duration as people tend to walk by as they engage, where the Lobby catches people waiting in one place for multiple minutes, if not more, so slides can be a few seconds longer.
So far, we've discussed establishing Color, Motion, and Secondary Assets on a Template as the initial step in preparing your communication, and building out your Primary Messaging in a Campaign Slide utilizing the right amount of Primary Assets and precise Duration for Time On-Screen.
We’ll continue to discuss the Audience Engagement Framework and Digital Signage Best Practices in ChannelsHD, so please look out for that article as you progress through your training.