Developer's Guide

2-4
Cisco Interactive Experience Platform Content Creation Guidelines
Chapter 2 Design Considerations and Best Practices
Considerations
• Message duration: Change the duration that each message plays. For example, the first message may
run for 15 seconds, the second message for 30 seconds, the third message for 20 seconds, and the
fourth message for 45 seconds.
• Playlist length: The playlist length should be planned according to the venues and the average dwell
time of the user. Ideally, you will want users to have a chance to see the content at least two or three
times during their visit to your store or station. For the screens that are planned to reach users
walking past the kiosk, such as at tourist sites or along sidewalks, use a short content loop perhaps
thirty seconds in length. A playlist in a mass transit station could be two-three minutes long to
engage commuters waiting for a train or bus. A playlist for a retail store may be longer if customers
tend to dwell in the store looking at the merchandise. Kiosks at airport gates should consider longer
playlists since passengers will be exposed to the content for an extended period of time.
• Shuffle playlists: Multiple playlists can be built and shuffled when it is expected that users will
dwell in those areas for a long period of time or for locations where users frequent often such as
mass transit stations.
Ta b l e 2-1 Sample playlist for a 5 minute loop:
Content Length
Company logo, name, and slogan 10 seconds
Company overview video 30 seconds
Product A overview 30 seconds
Customer testimonial for product A 20 seconds
Third party ad 40 seconds
Message from company leader 20 seconds
Company logo 5 seconds
Product B overview 30 seconds
Video of Product B at customer premises 20 seconds
Product A features 25 seconds
Corporate philanthropy video 15 seconds
A different third party ad 25 seconds
Promotions for Products A and B 20 seconds
Company logo 10 seconds
Dayparting
Dayparting is the technique of targeting different audiences throughout the day by offering them content
geared specifically for them. Dayparting is a valuable tool to deliver the right message to the right target
at the right time. It is a common practice for television and radio stations. Dayparting can also be used
with this solution by creating different playlists tailored for different audiences throughout the day. For
example, the morning and evening passengers at an airport during weekdays are typically business
travelers. Their needs and wants are different from the mid-day or weekend passengers traveling for
pleasure. Content geared for business travelers could include where to find electrical outlets to charge
laptops, information on how to quickly get into the city from the airport, and business services at the
airport such as printing and video conferencing. Content geared for leisure travelers could include