What is Digital Signage?
Digital signage is a form of out-of-home media that uses electronic displays to deliver information, entertainment, or advertising across a wide variety of venues, such as restaurants, shopping malls, transportation hubs, and many more. Types of electronic displays are plasma TVs, LCD TVs, projectors, and interactive kiosks. The major benefits of digital signage over traditional static signs are that the content can be exchanged more easily, animations can be shown and the signs can engage the audience in a way traditional signs cannot.
What is Digital Signage Marketing?
All industries are experiencing much of the same challenges: marketing budgets are being trimmed and every advertising dollar is being questioned. As a result, there is an ever increasing demand to create an innovative and cost effective advertising and marketing medium to communicate with consumers nowadays. Digital signage marketing offers advertisers one of the most targeted and powerful ways of reaching consumers. It allows fully animated messages to capture audience’s attention while contents can be updated instantaneously and tailored directly to specific audiences, at specific locations and times. Some digital networks can be regarded as TV channels because they are displaying entertaining and informational content interspersed with advertisements.
Top reasons for digital signage marketing
1. Attention capturing
Captive audiences such as waiting in line at the supermarket counter, waiting for their meals to come in the restaurants, are ideal to be presented with digital messages. Also, motion compels people to look at what’s moving — a behavior perhaps burned into human DNA. Motion video and animation coming and going on a dynamic display offers high probability of being seen. In fact, research has indicated that a buyer is 10 times more likely to notice and recall a dynamic advertisement over a static advertisement.
2. Demographic Targeting
Statistics show consumers spend 51% of their time out of their homes. As a marketer, you want to communicate your message to targeted groups at the location of your choice at specific time.
3. Economical
While the cost of digital marketing is significantly lower compared to other traditional channels, there are further cost reductions in the long run. Content creation, composition, management, transport and presentation are all done digitally. This allows the cost-effective re-purposing of ads across media platforms.
Below chart shows how much more affordable of GTM’s digital advertising compare to others medias:
Source: Media Dynamic Inc.
4. Interactive and “call to action” results
Digital signage is effective in aiding customer recall and retention of displayed information. Also consumers are ready to utilize the digital technology today. They can obtain more detail information through their mobile phone device through the digtial message. As a result, this process allows customer to build an emotional connection with the brand and product.
5. Fast growing industry
Advertising dollars have been consistently shifting from conventional media to outdoor advertising, creating a double-digit-growth new advertising segment which includes digital signage. In 2008, industry revenues grew 24.5% to $1.687 billion toward a projected $2.6 billion by 2011 (source InfoTrends).
6. Environmentally clean
Given the ability to recycle 99.5 percent of technology components and to carry a large volume of ads in a completely digital communications supply chain, Digital signage advertising can be considered very “green.”