Digital Signage Advertising – More bang for everyone’s buck
Posted By: Administrator
Date: Tuesday, 10th June 2014
In today’s high-tech world we are bombarded with advertising and marketing messages – the average person sees between 500 and 750 adverts per day of which not even 5% can be recollected at a later stage.
But the way society is starting to see advertising differs hugely from traditional perceptions. The sharing of information is the modern equivalent of sales advertising, partly due to social media. Customers no longer want to hear the ‘hard sell’. They want to engage, feel informed and have the ability to research a product before buying.
With digital signage is fast replacing more traditional print and other media in the retail environment, it becomes easy to adapt to this ‘new awareness’ from customers by using dynamic and interactive media to engage with and sell to prospective customers. Not only does it improve the customer’s shopping experience but assists in influencing the customer’s decision-making at Point of Sale, as well as helping enforce branding.
While they have always wanted to know ‘what’s in it for them’, today’s sophisticated audience wants to be entertained, informed and enlightened before they will make that buying decision. For this reason digital signage advertising in the business place is regarded more as being there for the benefit of the customer than that of the business owner – although the business owner will reap the rewards later.
The goal of any advertiser is to promote products and instigate purchases. Digital Signage makes this easier as rich targeted messages can be displayed at Point of Sale and modified instantly in reaction to any number of external conditions that might influence purchase intent.
Displays can inform on pricing or give tips on using products and provide customers with inspiration on how to use the products being advertised.
Some examples of industries using digital signage advertising include:
•Restaurants that display their menus complete with mouth-watering images of dishes on offer. This gets updated according to the time of day e.g breakfast, lunch etc.
•Hotels advertise room deals or promote VIP suites through visual tours.
The benefits of using Digital Signage above normal print media are astronomical and include some of the following examples:
• Automatically add or remove content based on external conditions such as gender of audience, weather conditions, location and age
•Saving on printing and logistical costs
•Targeting an advertisers’ desired demographic so that messaging is more relevant and entertaining
•Selling of remnant ad space to third party buyers, thereby reducing operational costs without losing space for your own marketing material
•Instantly insert or remove sales and promotional announcements, creating engagement with the customer
•Ability to segment the digital display, thereby making multi-zone layouts and increased advertising space
•Detailed monitoring and reporting on audience measurements and ROI
Digital Uts Ventures (DUTV) Stock Research Links
"The only way of discovering the limits of the possible is to venture a little way past them into the impossible."
