Digital signage is still a very new industry and as such it often draws a lot of confusion from people unaware as to exactly what it is and whether its implementation is worth it for their business. In short, digital signage is the use of LED, plasma and LCD display screens in public areas for the purposes of informing and advertising.
There a re multitude of different names for this new media too: digital out of home advertising (DOOH), digital advertising, digital posters, electronic signage etc. but they amount to the same thing, using TV technology for the purposes of signage.
There are almost an infinite number of applications for its use too from banks, bars, cinemas, hotels, nightclubs, pubs, shops, airports, museums and shopping malls. There has also been a growing rise in the use of outdoor digital signage thanks largely to the increasing number of manufacturers that produce waterproof LC D enclosures allowing the signage to be left in all weathers.
Its uses range too from advertising to information although there is an increasing trend to combine the two with many suppliers of signage systems offering free equipment for information purposes on condition they can sell advertising space too.
However, not all return on investment is as obvious and many organisations, particularly small business are unsure of the potential ROI of any signage system. While there are clear benefits to using this new media such as grabbing customer’s attention and influence their decision even at the point of purchase. Digital signage is instant too and offers the ability to change promotions immediately targeting various products or customers. It can also be a lot cheaper and more flexible than print ad campaigns.
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