What is Digital Signage?

Digital signage is the process of using high definition screens to strategically broadcast advertising or multimedia content in an attention getting way. You are seeing this emerging technology more and more because no other medium makes it possible to deliver dynamic content at the right location at the right time for maximum impact.

Compared to traditional, printed signage; digital signage enables you to reach audiences more effectively, and in real time. Using conventional methods it's almost impossible to make any revisions once the sign is in place. However, with digital signage, you not only disseminate information more quickly and save on printing costs, but you have the ability to update content "on the fly" even from an off site location.

Digital signage is expanding in every industry, from retail, to corporate lobbies, from hospitals, to hotels, from trade shows to universities. Why? Because it grabs attention! Whether you want to keep people informed of events and last minute changes, boost sales and brand loyalty, taylor marketing to a specific audience, set up emergency messaging, enhance your customer experience or influence your customer's behaviour. Digital signage can be a useful tool in your arsenal, and what's really great, is that it's become much more affordable.

Digital signage can weild a much greater return on investment (ROI) when compared with temporary promotional banners made from other materials. The cost of reinvesting in disposable promotional initiatives can leave your company out of pocket when compared with a digital signage system.

Making Great Screen Adverts

Screen adverts are more commonly known as "content" in the digital signage industry. They come in a number of different formats: static text, crawling text, still photos, graphics, flash files, animations, pre recorded video or even live video. It is becoming increasingly important to stay ahead of your competitors by making screen advertising content more compelling.

When we take on a new client, we open a discussion about content from the offset, "what do you want your screen advertising to do?", "what do you want to communicate to your customers?" etc. It really boils down to two main factors. Who are you trying to reach with your advert? and what is the message that you're trying to communicate. More often than not, we deploy screen advertising as a sales tool for our clients, but sometimes information-based content can be pushed, dependent on our client's objectives. We have one simple rule about the content we push, and that rule is that our content should motivate and not just communicate.

Once our client's objectives are clearly understood, the artistic value of the advertisement should be assessed. Is the advert eye-catching? Does it stand out from its surroundings? Our digital signage network is in stunning HD, which allows us to deliver ads of greater technical quality and creativity.

We have found that moving images, an accessible layout, inventive ad copy, shorter and more direct ads and advert timing have a huge impact on consumer captivation.

Does Screen Advertising Work?

Research has revealed that screen advertising can better attract customer attention than traditional advertising mediums, such as television, internet advertising, newspapers, magazines and radio. The global consumer researcher, OTX, has reported that screen advertising "was one of the most unique and entertaining ways to capture consumer attention".

Digital screen advertising gives companies flexibility, with the abiility to target different demographics with appropriate advertising, depending on where a particular screen is located. We also offer opportunities to place adverts in different locations within our venues, such as at the point of sale (POS), on entering a venue or at a location where a specific demographic congregates. Research by POPAI, the Global Association for Marketing at Retail, has indicated that up to 70% of buying decisions are made in store, which highlights the impact that strategic screen advertising can have on consumers.

Digital screen advertising is a marketing medium that's becoming more and more desirable as advertising results have revealed continual success. Digital screen advertising allows consumers to interact with your company's marketing communications in a personal and constructive way, as well as allowing advertisers to connect with consumers in an appropriate setting. Digital screen advertising is an approach that is quickly becoming a useful and successful marketing tool.

Targeting Your Demographic

Digital signage has become more than stand alone computer displays with looping media files. But rather, has transformed into media engines that have syndicated data feeds, integrated software applications and real time video analytics to comprehend audience viewership data. Currently, communication methods are generally designed for the mass audience, but new media initiatives, such as targeted digital signage are looking to change that mindset.

One of the primary drivers in todays digital signage market, is the desire to provide personalised advertising. New solutions provide the ability to communicate with shoppers at the point of purchase, aggregate metrics and quantify ROI. Innovations in digital signage technology will play an increasingly important role in effectively enabling targeted advertising.

As the growth of the digital signage industry continues, there comes the challenge of measuring audience viewership against a network of displays. For years, marketers have relied on traditional research to plan, buy and place media. As digital signage continues to evolve, operators of these networks are becoming more reliant on advanced software applications and increased processing power to deliver dynamic content that is relevant to the audience.

Anonymous video analytics detection software helps digital signage networks understand: How many people watched their displays? How long they looked for? What content is viewed? as well as audience demographics. This information enables digital signage networs to show the right message, to the right people, at the right time.

What is Digital Screen Media?

Digital signage software allows us to administer control over our network of digital screens. It helps us keep your adverts live, deciding what content is played, how it is played and when it is played. It also gives us up-to-date information on the status of our digital screen network, allowing us to know about any problems such as connectivity issues, the moment they occur.

Our digital signage software is extremely advanced and the majority of our day-to-day processes are automated for us so that we can focus on one thing; selling your business. If you ever call to change the message of your screen advert, it is our digital signage software that transmits your new communication out to our screens in real time. It also allows us to transmit your message to any of our digital screens simultaeneously, so that you can project the same marketing communication in different locations.

Our digital signage software automatically segregates our digital screen network into divisions based on location, which means you can easily advertise to a selected town, county or a combination of the two.

Another great feature of our digital signage software is that it automatically inserts dynamic feeds such as local news, weather or even just the time onto our digital screens. These feeds attract the attention of consumers and help get your advert noticed.