So you’re at home following a long day at work. After dinner you sit down to watch a little TV and think, “I wonder what’s on that I’d like to see?” You have a lot of choices, so you’re probably going to choose something that you haven’t seen before, right?
Your employees are doing the same thing with your workplace digital signage (DS). They’ll watch it if there’s something new and interesting on it. Does that sound like your DS? Or is yours playing the same, tired PowerPoints and memos from last month? If that’s the case, I can guarantee you that your readership rate is close to zero.
A good way to get a handle on this is to look at the advertising industry. They know that to get readership, the ads have to be interesting and must change at a regular cadence. In the advertising industry that time period between changing is known as “adstock decay.”
The chart above illustrates the effect; after just a day or two, content effectiveness is decreased by half, since people are used to seeing it and it doesn’t attract their attention anymore. After four days, the learning, or amount of attention it’s getting, is almost zero.
That’s why we recommend changing your content once a week, or every 5 business days. Leaving it up longer than that not only is ineffective, but it trains employees to not look at your screens, just like they won’t return to a TV channel that always has boring shows and reruns.