How To Make Digital Signage Work For You

By Author: Lorraine Williams
Total Articles: 9
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Digital signage is unfortunately not always successful as an advertising medium. The problem though is not in the technology but in its application. The tactics employed during the digital signage installation and deployment is the determining factor in the success or failure of the campaign.

It is important to understand the essence of digital signage advertising so that you can deploy it relevantly, effectively and appropriately. For instance, it is important to remember that the signage displays only reach particular audiences that are characteristically highly selective. If installed in a retail store they reach shoppers, if deployed in a banking hall they reach banking audiences and so on. This means that the audience reached by digital signage adverts is largely composed of smarter and responsible decision makers for a particular type of product and that is why they are in that location at that particular time.

The people here need not be motivated to think about something. All they need is the encouragement to use or buy something immediately at the point of interaction. Remember that over 70% of buyers ...
... in a shopping mall or retail outlet make the decisions to buy most of what ends up in the shopping cart when they are in the shopping mall and not before. Someone will drop in to buy some corn in a supermarket and end up with a full trolley of goods bought in the spur of the moment. While TV adverts seek to make people budget for some products during the next shopping outing, digital signage propels one to buy a product there and then.
e.g.
TV Advert - Product X is cheap and works better than any other product.
Digital signage advert - Try the new X. Walk fashionably and be cool. Buy X and your life will never be the same again.

It is also important to note that the more sophisticated, classy and stylish your digital signage displays look, the more impressionable their message will be, keeping in mind that the first impression sells or ruins a product in advertising. Try modern designs of plasma screens. Huge, precisely designed, creatively shaped and flat plasma screens are how to get your brand into the market.

The digital signage medium incorporates a TV-like display combined with internet technology where the display output is TV-like while the messages are typical of web content. The signage displays ought to carry this characteristic trait; the message shouldn't be like a typical TV advert but should rather have an additional flair. Let the audience see something different in the presentation of your message other than what they see on TV once they get home. Think about quality graphics, great font formatting for text, mobile images, overwrapping graphics etc.

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