Understanding the Challenges of a Digital Signage Advertising Network


Author: Judy L. Hoffman

Digital signage is fast claiming its place in the world of advertising. Increasingly businesses are realizing the benefits of offering customers an interactive experience as they shop in complexes, and hard statistics are being collected as various networks reap staggering successes.

Many people will argue that digital signage is simply over-rated TV advertising. But the industry is experiencing phenomenal growth amid the economic upheaval. In fact, InfoTrends/CAP Ventures predicts that the digital signage market will experience a CAGR (Compound Annual Growth Rate) of over 20%.

Driven by the desire of retailers and advertisers to better target consumers in the out-of-home media market, the industry stands to see a growth from over $600 million to well over $1.4 billion by 2013.

For the most part, "the largest single revenue component for this industry is and will continue to be external advertising revenues" reports the North American Commercial Digital Display Market: The Narrowcasting Advantage. Such ad sales are expected to see a CAGR of 40%.

Industries most likely to see this growth are:

• Financial institutions
• Out-of-home advertising networks
• Hospitality

The slowest growing sector will be the retail industry for various reasons that will be considered in this paper.

Platt Retail Institute predicts that the North American digital signage industry can expect to see a $2.0-2.5 billion dollar market for hardware by 2011. This translates into an estimated 900,000 screens at over 150,000 locations.

Platt foresees "the ad side of the business [to be] in the $3.5 to $4 billion range, for a total estimated North American market of $5.5 - 6.5 billion by 2011."

One firm suggests that between 2004 and 2011, the retail sector will double annually and predicts around 90% of retailers will have deployed digital signage networks by 2011.

It is obvious that businesses everywhere are recognizing the potential of DSANs. Those that are willing to take the leap are cashing in on the benefits. Companies that are considering adding digital signage to the advertising mix or would like to setup a network that offers advertising spots should be applauded for both recognizing the need and for taking the time to consider the challenges faced.

Articles to follow are:

• Understanding of DSANs and Defining an Emerging Market
• Successful Digital Advertising and Exciting Results
• Overcoming Those Nasty Obstacles
• It's All About Content and Location
• Measurement Matters

About the Author

Judy L. Hoffman has freelanced marketing and public relations services for over 20 years serving a wide range of industries worldwide and, while working as PR Specialist at Noventri (www.noventri.com), has nurtured a keen interest in the digital world and the effects of digital signage in the field of marketing and public relations. Hoffman is a freelance writer and has been published in numerous trade journals, newspapers, and online publications. Hoffman holds a Bachelors in Marketing Management.

More Resources

Push vs Pull Advertising
Push vs. Pull Advertising - Understand the Consequences for your Product or ServiceYou will save yourself a considerable amount of time and money if you first determine your product's (or service's) suitability for "pull" and "push" advertising.
What Makes Advertising Successful?
MANY INDIVIDUAL ELEMENTS COME INTO PLAY MAKING A SUCCESSFUL AD: 1. PERSUASIVE SELLING COPY.
Choosing a Print Mail Dealer
"Print & Mail is a type of service that is popular among small mail order operators. It is an inexpensive way to get your ad material printed and mailed to people.
16 Methods for Getting Free Advertising
1. Place copies of your circular on bulletin boards throughout your community, such as in coin-operated laundries, grocery stores, barber shops, etc.
Advertising Copy: What's Really Important?
You labor long and hard trying to create the perfect advertising piece but only about 20% of your copy is going to get read. The rest will simply be scanned.
Books, Bibles and Fast-Talkers
Every community has 'em. Fast talkers who rollinto town with a clever idea to sell to people inbusiness.
Advertising Primer for Fast Learners
Advertising, when done well is a very effective way to increase your customer base and ultimately grow your bottom line.Many businesses have no idea how to advertise; they do a little bit here and a little bit there and end up saying that advertising doesn't work.
Moving message Sign
Moving Message Signs are a unique, attention-grabbing way to communicate and motivate. They are used for eye-catching shop-front or under awning advertising, promotions of products or services, directing and/or welcoming customers, displaying safety and emergency information, directing customers to specific service areas or entrances etc.
Tips On Writing a Successful Ad
When knowledge is based on truth it is powerful!When it is critical knowledge, its presence can drive our success, while its absence may contribute to our failure. I will attempt to convey in this report some useful and practical knowledge about how to write awesome ads for the World Wide Web.
Print Advertising: Knowing What To Put In Your Ads
So you've decided to run a print ad in your local newspaper. The paper may have even told you they could produce the artwork for you if you just tell them what should be in the ad.
Seven Ways to Waste Your Money on Yellow Pages Advertising
Each year there is a Yellow Pages arms race where competitors in each category are encouraged to out spend each other. There is only one winner in this arms race, and it is not you! Too many advertisers waste their money on Yellow Pages advertising without first considering their marketing strategy.
Make the Right Advertising Decisions
Advertising is a powerful and somewhat frustrating marketing tool. It enables us to launch new products and services, increase sales, and increase awareness.
Diamonds Are For Evil
The task of executing successful advertising campaigns for products made exclusively for women is understatedly tempestuous. Any Average Joe consumer would relay the message that feminine product commercials put him under a great deal of stress and discomfort.
3 Elements To A Deal-Sealing Classified Ad
Have you ever wondered why your perfectly fine classified ad fails to attract the attention you desire? There should be dozens-no, hundreds-of perspective buyers swamping your e-mail inbox with offers. After all, you are offering a mint baseball card, a vintage coat, pristine used car, those wholesale-priced sporting goods, and whatever other attractive items are in your inventory.
Finding Your Target Market
Achieving sales is probably the biggest challenge a web business owner has. It requiresa balanced mix of the right products, competitive pricing, optimal web design, aggressive advertising and attracting the right online visitors.
Attention-Grabbing Fixes that Make Your Yellow Page Ad Leap Off the Page
Stand Out in Ways that Matter to Directory UsersA Yellow Page directory presents a difficult challenge foradvertisers. All the competitors are packed together, withinthe space of a few pages.
Promote yourself on radio for free
Unless you have become extremely popular in your personal or business name, you likely need all of the marketing and promotion you can get. Now, you may say, of course, I'm aware of this, but who has the money? This a good and fair question.
How To Create Instantly Compelling Ads Every Time
Use This Quick 3-Question Evaluation Process, So You Can Be Sure Your Message Will Sell!EVALUATION #1: "Well, I Would Hope So!" When you make a claim, don't think about it in terms of words coming out of your mouth. Think of it in terms of words entering your prospects ears.
Wheres Me Pot of Gold and Lucky Charms?
We already know this from our history books. If you want to make money today, you must first look back in time to the first time in history that a large portion of our country all tried to get rich at the same time in the same place.
What Does Your Business Card Say?
Business cards are the most underutilized andmisunderstood marketing tool in business. Manypeople spend the bucks for cards and don't make aneffort to get them into the hands of those who canhire them or buy from them.

More Advertising Information:

Related Articles

Cable Ads 5 Bucks!
Cable has grown from 13 houses connected togetherin 1948 to coverage of nearly 70% of allhouseholds in the U.S.
Creativity and Getting Outside of the Box
Sitting in front of a blank piece of paper? Wondering where in the world to start? I have a suggestion. Turn the page upside down.
Do Your Business Cards Say Who You REALLY Are?
Here are a couple of tips for creating an eye catching card:Use some color - not too much - just enough to grab someone's attention and make them want to read the card.
Humor in Advertising
Many of the most memorable ad campaigns around tend to be funny. Advertisers use this strategy to attract customers to their product.
7 Questions to Ask Before You Advertise
Most business owners and managers keep a fairly close eye on their marketing budgets.And nothing throws a budget out of whack faster than advertising.
How to Write Ads that Pull Orders
If your ads aren't paying off then you need this quick method in writing ads that get orders. Step 1 - Write a headline that will draw attention to your product or service.
Five Characteristics of Highly Successful Advertising
Have you ever spent a small fortune on advertising that generated disappointment rather than sales?Many small business owners have been down the road of flat advertising results and are at a loss when it comes to developing new ideas to improve the response to their ads.Whether you run ads in your local newspaper, your industry's top periodical or on-line, you need your investment in advertising to pay for itself, and then some, in order to justify its cost.
A Lunchtime Lesson on Print Advertising
I promise you'll be able to finish this article before you finish the first half of your PBJ. Are you sitting down? Good.
What's the Score?
You may be aware that in a basketball game the assistant coaches keep an almost unending list of personal statistics for each player. Rebounds, assists, points, minutes played, etc.
Improve Your Promotional Flyers And Improve Sales
Admittedly, I have not seen your advertising flyer. Then again, I probably don't have to.
Seven Ways to Kick Up the Power of Your Print Advertising - More Small Business Power Tools
If you're a retailer and the only kind of advertising you do is built around sales events, you don't need much in the way of advice. All your advertising needs to do is spell out as clearly as possible what's on sale, the amount to be saved and your store's name, address and phone number.
Boost Headline Believability With Specifics
Don't use vague generalities in your headlines. Be as specific as possible.
16 Ways to Make Your Business Cards Unforgettable
Every time you hear someone say "May I have one of your business cards?" you should get excited. I know I do.
7 Unique Ways To Get FREE Advertising
1. Give Testimonials When you purchase a product or service and it exceeds your expectations e-mail the business a testimonial.
10 Ways to Advertise Your Business For Free!
At some point many small business owners are left with no or a small amount of capital to promote their business. But many entrepreneurs utilize these free or low budget yet effective tactics to promote their business online and offline.
Magnetic Business Cards: Make Your Marketing Message Stick
What is it about magnets that draw people to leave them on fridges and file cabinets for years at a time?Many people like to have the contact information handy for common service providers without flipping through a bulky phone book. Magnets are the perfect solution for being seen in this situation.
Turn Your Ad Copy into a Goldmine!
Today, more than ever, it is crucial that your ad copy explodes the reader's curiosity. Are you interested in simple yet powerful ways to improve your ad copy so your readers will rush to action? Invoking a reader's call to action can be communicated in various effective ways.
Create Your Own Business Cards, Part 2
This is the second part of creating your own business card. If you missed the first one, let me know: mailto:webmistress@janes-place.
Get Better Results from Your Advertising with a Disruptor
When you spend money on an advertisement you want to get the best return possible. To do that you need to get people to STOP and LOOK at your ad.
The Motivational Triggers That Make People Buy
In order to sell more products and service, you need master customers' mind. Put youself into customers' shoes and think what customers want.