How digital signage is rapidly becoming the single, most effective way to market your messages to the masses.
What is digital signage?
Digital signage can be described as a way of displaying or presenting information with the goal of delivering targeted messages to specific locations at specific times. For example, most of us are familiar with the messages displayed in places such as retail stores, transit hubs (like airports or bus stations), doctor’s offices, fast food restaurants and gas stations.
Each of these areas offers a perfect opportunity to deliver strategic information to its intended audience. The information may be relatively benign in nature such as polite notices, ticketing information or boarding times or it may take a more hard-hitting approach such as advertising special offers or time-limited deals.
Why is there such a strong take-up of digital signage?
Sustained demand for large plasma and LCD screens, a continual reduction of their overall cost of ownership and the widespread availability of Internet connectivity has caused digital signage deployments to gain massively in popularity.
Other significant drivers include the wide availability of intuitive, cost-effective digital signage software that offers terrific opportunities for smaller businesses who are now entering into the market in larger numbers. They are encouraged to do so by the lure of a highly effective medium at a price point which is becoming increasingly affordable to them. Similarly, non-profit organizations such as schools, colleges and even churches are also adding to the growing take-up of digital signage technology.
What are the benefits of digital signage?
Significant benefits can be achieved through the use of digital signs compared to traditional, static signage. Digital signage contains content that can be updated or changed with little effort, animation is widely supported and the signs are able to adapt more easily to the audience. Digital signage also offers greater scope for interactivity (and subsequently better engagement) with their audience in a way traditional signs simply can’t.
Due to its highly versatile nature, digital signage is routinely deployed into a wide range of environments to deliver considerable direct and indirect benefits.
- Customer Information Points
e.g. Arrival / departure information at airports, railway stations and bus terminals.
- Sales Advertising
e.g. Sales uplift through in-store promotions.
- Third Party Advertising
e.g. Digital advertising companies that sell advertising space to merchants and service providers locally and nationally.
- Enhanced Customer Experience
e.g. Digital signage in restaurant waiting areas to advise on waiting times or demonstrations in stores/concessions
- Influencing Customer Behavior
e.g. Post office digital signage that directs patrons waiting in line, automated stamp machines and signage designed to direct customers to different areas of a department store to increase ‘dwell time’
- Brand Building
e.g. Stores where digital signage in video format is used as an integral part of the store furniture to build a ‘story’ around the brand
- Corporate Environments
Imparting information throughout a company site through screens in strategic areas such as receptions, lobbies and canteens.
- Environment Enhancements
Using digital signage to increase customer experience within the building itself such as a digital signage panel’s response to an individual interacting with it.
So what’s the future for digital signage?
Gazing into a crystal ball is rarely the best way to assess how technology will develop but it’s safe to say that mobile media is likely to play a huge part in the future of digital signage.
By enabling interaction between various devices, a mobile phone for example will assume the role of the digital signage display. A user can then interact with a print advert or digital signage media to obtain further or more precise information about a product, service or subject while ‘out-and-about’.
Digital signage is for everyone…
Digital signage is the perfect medium to advertise, inform or entertain…. or even all three at once. It offers an unrivaled attention-grabbing ability, an built-in flexibility for content refresh and a much better return on investment compared to traditional printed signs.
If you want to provide ‘adfotainment’ for your business, place of work or other public or personal space, get in touch with the experts. Contact Advanced Products Group today or call (800) 436-6239.