digitalsignage

Digital Signage or P.O.S aka. Point of sale is a form out-of-home advertising medium in which content and digital information are displayed on a LCD monitor or plasma screen. Digital signage directly talk to people that why its also called a point on sale signage. Digital Signage if used smartly it can bring great return on investment. Lets look at what advantages we have got compared to other forms of traditional media.

Advantages of DDS

1.        DDS talks to consumers directly at point-of-purchase or point of decision, while in TV, Radio and Print there is always a time for distance gap between ads and advertised products. 2.        DDS builds “the last 10 feet” to the consumer as it communicates with shoppers who are ready to buy. It is more targeted with in-store demographics becoming increasingly available to enable more accurate day parting, CPM calculation and other measurements. 3.        DDS content can be adapted depending on regional or local interest, demographics and buying patterns. 4.        DDS audiences are “ready to act” while all other media audiences are passive “potential consumers” 5.        Ad recall and retention in digital signage is better than any traditional advertising (numerous published studies). 6.        DDS ad spending is easier to account for, as its can be tracked directly to sales uplift.

Concerns

1.        Seemingly high cost of deployment. This point is only true in comparison to some outdoor networks. However newer technologies making DDS more affordable. 2.        Lack of effectiveness studies and third-party audience measurement reports Big market companies like Arbitron, Nielsen Media Research are already conducting measurement in this field.  

Static Signs

1.        DDS can deliver exponentially more ad spots occupying the same space. 2.        Full-motion DDS ads have more impact 3.        Viewers tend to perceive TV and Radio ads as more irritating interruptions. By contrast shoppers are more responsive to DDS ads when they convey timely helpful and relevant info that helps them make the right choice. 4.        Viewers cannot skid DDS ads.

Concerns

1.        DDS may be more expensive to install initially, but it is more efficient and has a higher revenue potential. 2.        DDS network audiences are often smaller then those of TV. However these are changing. Example. Wal-Mart’s in-store network can be compared to a large TV network in terms of audience size.

Newspapers Magazines

1.        Newspaper ads are usually viewed once in day most while DDS delivers more frequency. 2.        DS ads are more compelling because full motion. 3.        DS ads are more flexible; they can be customized and aimed at smaller target audiences within a larger audience. 4.        DDS is more cost-effective than most newspaper and magazines, while having a higher targeting ability and impact.

Concern

1.        DDS ads are perishable much like broadcast ads. Shoppers cannot keep DDS ads for future reference. But its not so relevant coz DDS advertises what’s available “here and now”.  

TV/DVD Combos in retail

1.        DVD content gets outdated quickly, distracts employees takes a long time to change. 2.        DDS networks allow operators to sell measurable ad space to advertisers and retailers, while DVD/TV combo have limitations in creating this revenue channel. 3.        DDS networks are largely automated and remotely operated while TV/DVD combos require manual management.  

Concern

1.        The cost of installation for DDS network is high at the beginning yet with right business model, within a short time it outweigh the initial capital outlay.  

 Digital Signage

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