Digital Signage Solution is the use of
digitally powered signs such as plasma display panels, liquid crystal displays (LCDs),
kiosk stations, and computer monitors to replace and enhance traditional media.
Digital signage is new media and has much more in common with the web than the
static sign that it replaces. Digital display networks get the message across in
a way that static posters and billboards never could. Large, flat panel, plasmas
and LCD screens are now everywhere, and they are grabbing advertising share from
more traditional forms of advertising.
Advertising in the too-much-information age
The information age has changed market demographics and consumer behavior.
Consumers have learned to block, ignore, or fast forward past advertisements.
The power of television advertising is declining. For example, a television
commercial needs to be shown 117 times to achieve the same reach as three
commercials 40 years ago.
Unlike television commercials which are broadcast to large audiences in their
homes, digital signage is narrowcast to select audiences at the point of
purchase as they are reaching for their wallets. And unlike television
commercials, consumers don't view digital signage advertising as an intrusion.
Rather, it helps create a better shopping experience for consumers.
Digital signage is good for consumers
More than half of captive audiences in various digital signage installations
report an overall better user experience, be it in the store, or on the train,
or in the airport. Digital signage actually doubles message retention and brand
awareness. At the right time and in the right place, consumers are happy to get
more information, and businesses are generally happy to oblige.
Digital signage is good for business
Digital signage is a win-win-win opportunity for businesses. Businesses win once
by selling advertising space and again by selling more products. With 2/3 of the
purchasing decisions made in the store, digital signage can increase sales
anywhere between 3 and 300%, depending on the item.
Flexibility of real-time advertising and
Digital advertising can be changed on the fly according to the time of day.
With digital signage, advertising focuses on the best potential customer: an
existing one. It's much easier to convince a current customer to purchase a
product that is right in front of them than to convince a new customer to come
to the store.
Every time digital signage users change their message or campaign, they save on
printing costs and processing time.
Digital advertising is more measurable than more traditional forms of
In-store digital signage can increase sales for most products, and generate
impulse sales for products.
More educated consumers
Most consumers view informational signage as positive, which helps brand
businesses as consumer oriented.
- Health Care