We all know how consumer demand for real-time information has driven the rapid adoption of mobile devices. New opportunities for businesses to engage and reach more consumers than ever before have been created, many of them driven solely by consumers. Digital signage and large format displays give us the power to communicate more effectively using engaging and dynamic messaging.
Digital signage is popping up in all market segments from very basic digital signs to very sophisticated menu boards or hundreds of advertising displays. This Digital-Out-Of-Home (DOOH) advertising is here to stay, at least for the foreseeable future.
Given that the complexity of configuration and number of displays are limited only by budget and imagination, there are a few functions to keep in mind before planning your digital signage strategy. Of course, you may choose to incorporate all of them into your signage. However you do need to actively keep them in mind in order for your strategy to be successful:
A product or service can be advertised with digital signage just as it can with a static print board. However digital signage in high-traffic, high profile locations can communicate your message. Do keep in mind that when you advertise a product you will need an extensive inventory and an ease of buying.
Crossing the line between advertisement and information is education. A great example of this is a digital menu board. The main purpose is to educate patrons about menu items, showcasing product descriptions, ingredients, prices, or calorie count. Yet it also serves to advertise menu items and entice buyers. It may even have some information about the region a particular menu item comes from, or details about the head chef.
Prime examples of how digital signage is used to provide valuable information are the digital signs posted at airports and train stations, using timetables and route maps to give travelers the important information they need. It may also be used for wayfaring, to give directions in a large venue such as a hotel or conference center. Today digital signage is also used for evacuation information during weather emergencies.
The primary purpose of digital signage in some locations is to entertain, but in most cases it will be a secondary concern for businesses. Like the large screens you see at concerts or award shows, digital signage can be used for entertainment. It shortens both perceived and actual wait times at ticket counters or theme park rides. Digital signage content should entertain your audience enough to at least keep their attention. You could include short video clips, side-by-side with company messaging along other digital content.
As we stated there could be overlap among these segments, they are by no means mutually exclusive. The distinctions may seem blurred because media signage technology allows for multi-purpose messaging. It may prove counterproductive to try to keep digital signage content exclusively within one category. Digital signage strategy that covers all four categories takes full advantage of the medium’s capabilities. A digital signage format offers many benefits that static message boards simply can’t compete with.
Digital signage can be updated in a matter of seconds, and that includes messaging and content together at the same time. It also gives businesses the power to deliver to key customers up-to-the-minute communications. We have unprecedented flexibility with the digital medium for designing company messages with every moving form of communication available today; video, live TV, real-time data feeds (e.g. weather, news, stock prices) and more.
We have the ability to engage our customers like never before. Retention and attraction rates jump almost immediately in our customers’ response to dynamic digital media. There are reports in retail environments that digital media drives traffic and increases revenues. The ability to provide relevant messaging, entertaining content, highly engaging multimedia and entertaining content makes media signage more compelling to customers.
As interactive kiosks and displays become more cost-effective, opportunities for creative digital signage strategies across vertical markets such as education, manufacturing, retail, healthcare and hospitality. If you understand the primary functions of digital signage you will be able to establish an effective signage strategy for your business, and ensure the investment brings maximum ROI.