Digital signage is a form of electronic display that shows television programming, menus, information, advertising and other messages. It usually works with technologies such as LCD, LED, plasma displays or projected images. It can be found in both public and private settings for different purposes. In the business aspect, advertising using a digital sign is a form of out-of-home marketing in order to properly display targeted messages. It works so well because it strikes the perfect balance between subtly and “in your face.”
When comparing this type of advertising versus traditional print advertising, it has a few clear advantages:
1. REDUCED COSTS- While the initial set up may be more costly, the ongoing costs are minimal compared to printing expenses.
2. WEB ACCESS- Digital monitors connected to the web make for easy updating on social media sites keeping information and interaction as updated as possible.
3. ATTENTION GRABBER- Attention is grabbed in a more subtle manner versus a traditional direct manner that may not appeal to many. The high definition displays combined with vivid colors and the ability to include elements such as newsfeeds and online video allows advertisers to break through the noise and connect with customers.
4. CONTENT IS EASILY UPDATED- The fact that content can be updated at the click of a finger makes digital signage convenient and efficient. For example, a restaurant could utilize a series of digital menu boards that display different menus as the day progresses.
5. INFLUENCES PURCHASE DECISIONS- Since research shows that most decisions are made in store, having an interactive virtual advertising display can really sway a person.
6. PLATFORM TO SHOWCASE WORK- For any business that needs to “show previous work”, having photos of past jobs is the ideal way to expose experience. Since most people are visual when it comes to believing something, it is the ideal platform.
Digital signage is quickly dominating marketing tactics with dramatically, eye-catching content, ability to easily update content, delivery of specific messages at precise timing and by influencing customers at point of sale.