Developer's Guide

4-5
Cisco Interactive Experience Platform Content Creation Guidelines
Chapter 4 Content Management
Update and Refresh Content
Refreshing content is important to keep consumers/commuters engaged. Just as all other advertising
medium (print, television, radio, direct mail, websites, etc.) should be refreshed at regular intervals, the
solution content should be refreshed often. If consumers/commuters have seen the same content each
time they come into your store or enter a mass transit station, they may be less likely to interact with the
kiosk making it less effective. The refresh schedule will vary by company and this is another reason why
understanding your audience is so important. A retail store whose customers are teenagers who visit the
store a couple of times a month will have a different refresh schedule than an international airport where
the majority of passengers only pass through a couple of times a year.
Refreshing content can be expensive if all new content is rich media or applications. Consider more
cost-effective alternatives such as displaying live feeds, modifying web pages, or licensing third-party
content particularly if content needs to be refreshed often. You can also make minor tweaks to the
content such as changing colors, using a different template, or adding seasonal graphics (red and pink
hearts for the weeks leading up to Valentine’s Day, snowflakes in the winter months, falling leaves during
the autumn months, etc.). Another cost-effective option is to develop static graphics for special offers or
promotions (“2 for 1”, “30% discount”, etc.) that can then be rotated into the playlist thus changing up
what consumers/commuters see on a regular basis.
Selling ad space to third-party companies is another method of refreshing content. It has the added
benefits of saving your company money and generating income. Mass transit companies could sell ad
space to local television stations who could then advertise their daily programming on the kiosks. While
commuters wait for their trains, they will be reminded to watch the local news, a few comedies, and a
police drama when they get home from work tonight.