Digital Signage Blog

There’s a first for everything. I still remember the firs time I tried chitterlings and hog head cheese—southern treats many are unaware exist. Frankly, it should stay that way. I also still remember my first for such acronyms as SMS, OEM, DDS, and of course RSS. Interestingly, acronyms sometimes take just as long to say as the actual phrase. Sometimes the only redeeming quality is that acronyms don’t take as long to write.

Whatever the case, they make you sound smarter if no one knows what it is you’re talking about. So, let’s first be clear by defining an acronym used in digital signage applications: RSS. RSS stands for Really Simple Script or Really Simple Syndication. It’s a simple .xml or .rss file that can be subscribed to in an RSS reader. 

RSS feeds can be picked up and displayed in a scrolling pattern (most often at the base of the screen) by most major signage software platforms. You’ve probably seen an RSS feed while watching Bloomberg or CNN at the base of the screen—they’re usually displaying stock quotes or most recent news updates.

With digital signage, RSS feeds usually do the same thing. I have a couple of personal issues with RSS feeds: I’ve never liked nor paid any attention to them. Maybe it has to do with my inability to multitask (in this case watch the program and the feed simultaneously). Whatever the case, I’ve always doubted their effectiveness for television. Digital OOH is even worse. Digital signage audiences generally have increased distractions—because they are “out-of-home”—as well as decreased dwell time. The chances of a consumer picking up on a small scrolling marquis at the base of the digital display are minimal, at best.

Even if a consumer has a longer dwell time—such as the case of a waiting room—I doubt a meaningful impression can be solicited in that period of time. But, we have to remember, RSS feeds are generally not meant as a medium for advertising or making an “impression.” In general, they are for those seeking updates and valuable information. Conclusively, if the viewer is interested in the stock quotes or news, a base-scrolling RSS feed will be exactly what he/she wants. Whether or not RSS is effective is primarily dependent on the audience—which brings us to an entirely different topic of conversation.

RSS feeds are worth it. I’m not advocated RSS abolition. I love RSS when it comes to blogging, and SMS mobile. However, much like a good cheesecake, we need moderation and care when and where RSS feeds are utilized, espcially in digital signage. Otherwise, we’ll end up fed full of RSS.