Not so long ago, there was only really one option for organising audio and visual content. For years, playlists or loops have been an important and simple to understand tool for curating the playback of multiple items of content on a digital sign. We’ve seen various improvements and additions to the core concept, with such things as sub playlists, weighted share of voice, rules driven item activation and randomisation, but essentially the original concept hasn’t changed a huge amount.
Then along came intelligent media scheduling (IMS). IMS adapts content playback using data-driven insights to to maximise the impact of in-store digital media, the theory being that every screen can show a totally unique playout, tailored specifically to its position in the shopper journey and the audience and store profile at that moment in time.
With the increasing popularity of advanced tools like IMS, some might ask: are playlists dead? What relevance do they have in today’s dynamic digital media landscape?
While we believe there remains a place for playlists within content strategies, there are a number of reasons why a business may choose to abandon them in favour of IMS:
Dynamic content demands dynamic solutions. Traditional playlists rely on pre-set sequences of content, but with dwindling attention time, audiences now expect real-time relevance. IMS uses data to deliver the right message, dynamically adjusting to factors such as the weather, physical situation and the audience profile at that point in time.
Data drives better results. The playlist concept is simply not flexible enough to fully leverage the wealth of first party data that retailers have at their behest. Yes, we can use rules driven content to only play item X if rule Y is true, but IMS based systems take this concept much further, analysing and predicting the consumer behaviour exposed by shopper data to determine which content is going to get the best return and scheduling it to the screens/inventory where it will be most effective, whilst also taking care not to invalidate impression statistics for other campaigns that may be targeted across the network. This level of scheduling granularity and intelligence is akin to swapping an old jukebox for a live DJ who constantly adjusts their set to the mood of the audience.
Efficiency & compliance through automation. Playlists typically require manual updates, which can be time-consuming and prone to human error. Rules based scheduling and API integrations help enormously and create significant levels of automation, as we showed during our work way back in 2013 for Argos, but IMS takes this to the next level, saving time, ensuring precision of targeting and constantly managing the monetisation aspects of multiple concurrent campaigns.
The case for using a playlist - they’re not dead yet!
Simplicity and control. For some digital media networks, simplicity is key. Playlists allow media owners and brands to maintain full control over the sequence of their
messaging. This ensures consistency, especially for content with rigid narratives, such as digital menu boards.
Budget-friendly. Playlists can be beneficial to any project, no matter the size, and they remain the default for the vast majority of solutions. They’re a cost-effective method that delivers a lot of scheduling flexibility and won’t require the sort of commitment and additional investment that the more complex IMS platforms require. If you don’t have lots of first party data and are not looking to monetise your inventory of digital signs, then IMS is not for you.
Best of both worlds
At Pixel Inspiration, we believe it doesn’t have to be a question of one or the other. A hybrid approach can be taken, where traditional playlists can be used for non monetised signage, whilst utilising the dynamic power of intelligent solutions for commercially sold inventory, even across the same client’s signage network.
Whether you’re looking to enhance your current content scheduling or explore more dynamic intelligent media solutions, we’re here to help. At Pixel Inspiration, we offer end-to-end digital signage solutions, from consultancy and design to 24/7 monitoring and support.
Get in touch to discover how we can help you elevate your digital signage strategy with the right tools and expertise.
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