Part 5 - It's All About Content and Location


Author: Judy L. Hoffman

It is agreed that digital signage advertising networks or DSANs are a viable advertising medium. But only if the content displayed is doing its job. Besides artistic guidelines, media planners must also understand the differences in digital signage ads.

For instance, many media planners expect digital signage ads to be 30-second spots like television. You may need to spend some time explaining that digital signage ads must be half that length or less to be effective. Viewers in retail environments seldom spend that long watching an ad. The message must be conveyed in the 10 to 15 seconds that the buyer is passing by the screen.

Studies show that connectivity with viewers happens within the first seven seconds after noticing a digital screen. So digital signage ad content must engage the customer and relay its message within the allotted 10 to 15 seconds. Otherwise, the viewer has moved on and will miss the impact of the message.

Consider, too, TV advertising is targeted to a random audience with varying psychological profiles. Whereas, digital signage advertising is very highly targeted and directly reaches individuals that are there to buy and welcome product information.

What about the content? Ads should be relevant to the customer and the purchases they are making at the time. Is the ad short, concise, entertaining, and informative?

Media planners, content providers, and owners of digital signage advertising networks should have a thorough understanding of the needs of on-site customers or the demographic of shoppers at that location. Consideration of the place, time, promotion and audience is essential when developing advertising content.

Besides content, screen placement and deployment is vital. Are the screens delivering targeted messages where and when they will be seen? Are the screens being used to cross-market or up-sell where possible? This should be monitored and evaluated meticulously.

Interactive experiences are much more memorable than non-interactive ones. Digital ads benefit greatly by exploring ways to offer mobile marketing, SMS messaging, proximity sensors, and touchscreens to extend the experience of customers.

For instance, viewers can be offered a code or take a picture of a code that will allow them to download product specs, options, discounts or hear a sales presentation. By sending messages from phone to screen or vice versa, DSAN owners create an extreme social shopping experience, leading to increased sales.

Consider technology that allows specific messages to be triggered as customers move within a given proximity. With facial recognition technology screens detect viewers as being male or female to trigger gender specific ads. This requires extensive planning and coordination to deploy such a system, but the effects can be phenomenal.

Smell technology can appeal to the interactivity of ads by offering smells that correlate with specific ads. For instance, customers could smell roses when a digital ad for floral specials appears. Who can deny an increase in popcorn sales when digital ads provide the fragrance of freshly popped popcorn to coincide with movie ads?

ABI Research predicts that we will see more sophisticated options in targeting demographics with the use of cameras and the integration of RFID sensor networks with signage, thus achieving more interactivity.

Such exciting technology truly brings ads to life. But how do you sell this to the ad agencies, media buyers, and companies in general? This will be addressed in the next article titled "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

What Happened? Troubleshooting Poor Response from Ad Campaigns
Too many small business owners today run ad campaigns that get little to no results, and they have no idea why. When you have the knowledge to troubleshoot the poor responses, you also have the knowledge to make the needed changes so that - next time - your sales improve! Let's take a look at the breakdown of an ad campaign, and how to determine what went wrong.
LED Score Boards
LED scoreboards can be utilized in most of the sporting event for eye-catching effects replace traditional scoreboards. This high- tech lighting system is both energy - efficient and able to produce a very bright light.
The ONLY Type Of Advertising People LOVE!!
Can it be???Is there advertising that people actually love?You bet there is! And you are already very aware of it. The type of advertising I'm referring to is promotional items, also known as advertising specialties.
When Advertising Wears Out
One of the challenges facing marketers is determining the most effective level of advertising exposure for a brand, while maintaining a given budget. Conceptually, the media planner could choose continuous advertising (even exposures spread over a period of time) or follow a strategy of pulsing ("on" for some months and "off" for others).
Testing Headlines
A correspondent to AdBriefing, my monthly newsletter, has posed a very sticky question. How, she asks, can you tell whether a headline you have written is a good one?or not? What she means by this, I imagine, is whether the headline will actually help to make sales, rather than just act as a passing amusement to its readers.
Bad Seduction - Advertising Techniques That Dont Work
I just read some advertising suggestions on an Internet marketing site that are beyond annoying. They are flat-out bad advice.
Advertising Agency In Boston: Tips and Tricks
The big news on Wall Street last year was the initial public offering of Internet search engine Google. If you were a visitor from another planet, you might be asking yourself, What big, sophisticated, high-technology company is behind the success of Google? Could it be IBM, Microsoft, Intel, Apple, Oracle, SAP, Hewlett-Packard, Cisco, Dell, Xerox, Sun Microsystems, Philips or Siemens? Of course not.
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.
Science of Advertising and How to Benefit From It
It is very important to realize that persons buy from you. It is the mind at other end of the internet who will decide a sale from you.
Moving Message Display
Moving message display are designed to be installed into environments where vast amounts of information need to be conveyed to large audiences both quickly and efficiently, also in the world of indoor and outdoor displays. This gives you enormous flexibility for creating interesting text message on Moving message display.
Reach vs. Frequency: Touch 100 Once or 25 Four Times?
Reach and frequency are terms generally used when planning advertising campaigns. However, the concept of reach and frequency applies to any promotional activity you undertake: direct mail, direct selling, and even networking.
Does Post Card Advertising Really Work?
You've decided to try advertising your business with post cards. The idea came to you from the post cards you receive from other businesses.
Using The Popularity of Celebrities and Currrent Events to Promote Your Business
In this article, we want to explore the idea of using the popularity of celebrities and current event (news) topics to help market any internet business.The IdeaCelebrities and news events are not only popular topics, they are also popular "keywords" in the major search engines.
Present Your Product On A TV Show for FREE
Would you like to get your new or existing Internet business moving nearly at the speed of light? Do you know what is required to get your business noticed and how to build your personal credibility fast, making clients secure enough to purchase from you over the Internet?The Simple AnswerThe primary answer is putting potential clients in a comfort zone relative to your product quality and your reputation as an authority in your marketing niche.One SolutionMarket it on television.
Why Your Ad Failed
So you spent good money on an ad, put it in a magazine or newspaper, and waited patiently for phone calls that didn't materialize. You're upset: you feel that you've wasted money and time, and now you're convinced that advertising doesn't work.
Take Your Radio Ads to the Next Level
Most small businesses do not have a high poweredadvertising agency to produce award-winning radiocommercials for them. Most award-winning radiocommercials win for the wrong reasons anyway.
Radio Advertising - Is it for Your Business? - More Small Business Power Tools
If you're a typical small business, you've probably been approached by at least several different radio station sales representatives. In most cases, he or she comes armed with all the latest rating information demonstrating, beyond the shadow of a doubt, that his or her station is number one among just the kind of people who would buy your products or services.
Cable TV Advertising; Mobile Detailing Customers
If you own a mobile detailing business or mobile car wash company you should have the local cable company as one of your clients. You may even find your self with some free publicity.
Direct Mail Catalogs & Brochures: Write Captions That Sell
Many prospects skim through catalogs and brochures, glancing at the photos and reading the accompanying captions only when a particular image arouses their interest. That's when you have their attention.
5 Newspaper Advertising Myths Revealed
What I'm about to reveal are myths that most people thinkare 'true.'They seem set in stone yet they are deadly to theadvertiser.

More Advertising Information:

Related Articles

Direct Mail = Your Money, From Printer to Mailbox to Trash!
I did a quick, very unscientific survey of 25 of my friends. I asked them to put the mail that they do not open or read in a specific trash bag.
Advertising For The Long Haul and Not the Short Term Gains
New Age Media Concepts issues its first article of many that will focus on the advertising and marketing industry. "If a young man tells his date she's intelligent, looks lovely, and is a great conversationalist, he's saying the right things to the right person and that's marketing.
Media Savvy - Media Skills For Rural Women
The ability to lead, persuade and influence are integral skills for effective leaders. The capability of telling a story that inspires, motivates and informs is an essential part of this process.
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.
Electronic Display Signs
Electronic display signs are used nowadays in great extent to display important information instantly all over the world, which uses LED technology, which stands for light- emitting diodes. These are widely used in the worlds of commerce, government and even non-profit organizations.
Small Business Image
The single easiest way to increase sales is to look professional. People believe what they see.
Juice - Scam of the Decade or Opportunity of the Century
If you are an ardent web surfer and MLMer like I am, then I am sure you would have seen the sales pitch "Give away free broadband and earn £27 GBP each time". Depending on which side of the fence you are, this product is either God's gift to freebies enthusiasts, MLMers and all paying ISP subscribers or it is the biggest scam yet, bar none.
Effective Promotions Through Local Classified Sites
Today's online marketplace is extremely competitive. People want to market their products and services with the most cost effective manner possible.
What Do Your Ads Say?
Make a list of everything you think should beincluded at one time or another, in one of yourad, be it radio, newspaper or Little Jimmie'sclass play program.Everything.
Avoid The Big Advertising Mistakes
Is your advertising copy getting the results you want? If not, look at your current marketing to see if you're making one of the major copywriting mistakes:Selling features instead of benefits. Telling your customer that your "fabulous new ALF-400 comes complete with AeroScan and BandControl technologies!" doesn't actually tell them anything.
Heard A Good Radio Ad Lately? Neither Have We
To many ad agencies, radio is considered advertising's ugly stepchild. It's not sexy like television and is treated as a necessary evil with little effort put into it.
How To Make Your Advertising Work!
Many believe that when it comes to advertising, it's a necessary evil.At least that's how some businesses approach it.
B2B Marketing Health and Elder Care Services
Quality Care Options is an established company advocating for the right of all seniors to receive excellent service and product. The organization recommends Certified Senior Approved Services to its elderly clientele.
Electronic Display Boards
Electronic display boards signify high priority messaging, allowing you to communicate critical, and time-sensitive information.Electronic display boards are present at many fast food restaurants today, aiding, and restaurants to increase sales, publicity and improve their service to you.
Nine Power Words To Punch Up Your Ads
As every professional politician and public relations man knows words have the power to entice, persuade and motivate people into a specific course of action.There are certain words that I refer to as "Power Words" that I learned, back in the dawn of time, when the dinosaurs still roamed the earth.
How To Make A Fortune With FREE Advertising!
How To Gain FREE Advertising That Will Make You Rich!Okay-Just What Exactly Is "Free Advertising"???Before I get into the specifics of actually HOW to get free advertising - it's important for you to completely understand exactly what free advertising is."Free Advertising" is any mention, listing or "blurb" about your product in a magazine, newsletter, book, manual, directory etc.
3 Inside Secrets To Making You Richer Using Direct Mail!
Making money using direct mail isn't easy. And anyone who tells you it is, is lying.
7 Tips for Better Ads
The content of advertising is basically the sameno matter what the media. It is good and it works,or it is bad.
Advertising Agency In Boston: Tips and Tricks
The big news on Wall Street last year was the initial public offering of Internet search engine Google. If you were a visitor from another planet, you might be asking yourself, What big, sophisticated, high-technology company is behind the success of Google? Could it be IBM, Microsoft, Intel, Apple, Oracle, SAP, Hewlett-Packard, Cisco, Dell, Xerox, Sun Microsystems, Philips or Siemens? Of course not.
Marketing Advertising, While Advertising Your Market!
Today in the Business world whether online or off, it seems that everyone is vying for position, yet few are able to leap to the forefront of their competition.On the Internet there are thousands of programs and Business Opportunities being created every month or so it seems! Everyone is trying to find his or her niche in the Business world.