Part 3 - Successful Digital Signage Advertising and the Exciting Results


Author: Judy L. Hoffman

Digital signage and resulting advertising networks are sometimes viewed with skeptisim by traditional venues. After all, the advertising world has a long history and they have their way of doing business. DSANs or Digital Signage Advertising Networks are the "new kid in town" and DSAN owners don't always "speak" the same language. What this means to advertisers and DSAN owners is that there needs to be a presentation of results that translates well to the advertising world.

The beginning years of digital signage existence has been purely experimental, but this emerging medium is rapidly moving past all that and is finding its place in the advertising world by better defining advertising metrics and standards that can be accepted by the industry.

According to recent studies completed by SeeSaw Networks, 63% of people reported that advertising on digital signage catches their attention. This figure is higher than for billboards, magazines, or TV and radio.

Today digital signage is just about everywhere, and is seen in as many as eight locations throughout a typical day. Fifty-three percent of viewers surveyed found digital signage advertising to be interesting and 48% found it entertaining. The same study showed that digital signage was the 'pick' for advertising viewing, with 26% finding it less annoying than traditional methods of advertising.

Effectiveness is obvious. One study entitled Test Results from a Bank Branch Digital Communications Network, conducted by the Platt Retail Institute, found significant increases in ATM usage following the deployment of digital signage advertising. Interestingly, customer visits to 'live' tellers decreased by 8.3%. Viewers of the ATM digital signage were found to be much more aware of appropriate documents needed and proper identification to complete transactions, resulting in shorter wait times in line.

A large segment of consumers are especially attracted to digital signage - these being 18 to 25 years of age (Millennials or Gen X'ers). This particular group has grown up with cell phones, iPods, and debit cards and demand advertising that is fresh, interactive, entertaining, and informative.

Compared to older groups, Millennials or Gen X'ers have less contact with traditional media advertising and they are much more mobile. Digital signage advertising is a direct way to grab their attention. Studies show that 51% of 18 to 24 year-olds reported taking some kind of action as a result of viewing digital signage ads.

Overall, digital signage advertising has seen acceptance through the years. Digital signage advertising, digital billboards and ambient advertising (digital ads reflected on floors, digital screens on transportation, etc.) is predicted to continue to see steady growth in the years to come.

According to PQ Media, 2009 can expect to see a 9.1% growth. PQ's president, Patrick Quinn, predicts a deceleration due to economic "tough times", but confidently sees a "comeback" as the economy recovers and a "seminal period of change in the industry" in the coming year.

Obviously, digital signage has hewn out a niche in the advertising industry and is here to stay. But how can challenges be overcome? This will be discussed in next month's issue in the article titled "Overcoming Those Nasty Obstacles".

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.

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