Digital Signage: Retaking Control Of Advertising Really Matters
Topics: Digital signage growth forecast, why digital signage works better, OOH advertising set to grow, capt
A report published in late August by media industry analysis Screen Digest forecasts digital out-of-home revenue will quadruple in Western Europe over the next five years and by 2012 will account for 10 percent of all out-of-home revenue.
The report “Digital Signage in Europe: opportunities for digital out-of-home advertising,” points out that net revenue generated from digital out-of-home advertising in Western Europe on digital signage networks in airports, train stations, supermarkets, hotels and other public spaces will grow from about $200 million in 2007 to more than $781 million in 2012, or a compound annual growth rate of 32 percent. In fact, the report foresees that the out-of-home advertising sector, driven by the migration to digital technologies, will be the only traditional advertising media to experience real revenue growth over the next five years in Western Europe.
While the report is confined to forecasts for Western Europe, it is noteworthy because it illustrates the increasing prominence of digital signage networks as a legitimate advertising medium–good news for marketers grappling to understand how best to take advantage of changing media usage patterns among consumers.
As technologies like DVRs encroach on traditional television viewing patterns, more and more newspaper readers let their subscriptions lapse, and the public turns in ever greater numbers to the Web for news and entertainment, tried-and-true media strategies are becoming less effective. Marketers are being confronted with how best to reach potential buyers in a media environment that’s rapidly developing into something that’s far more active than passive, more user-centric and friendly than media-centered.
Digital out-of-home advertising on digital signage networks gives marketers the opportunity to reach potential customers at or very near the point they make their actual buying decisions without giving the shopper the opportunity to zap past their messaging or browse to something of their own liking. To the degree shoppers in a retail store are inclined to linger near racks or shelves of merchandise, for example, they become a captive audience–without a remote. To the degree commuters stand on a platform waiting for their subway train to arrive, they’re a captive audience–without a remote. To the degree those waiting for their cars to be repaired sit in a waiting room, they’re a captive audience–once again without a remote.
Not to belabor the point, but it should be clear that one of the key elements digital out-of-home advertising reintroduces into the marketer-audience equation is a significant amount of control. Certainly, it’s akin to the level of control over messaging in the traditional TV viewing experience. No marketer could force a viewer to watch an ad, but it took a little bit of effort on the part of a viewer to escape it.
Without question, digital out-of-home advertising on digital signage networks offer a number of other benefits, such as the ability to organize messaging around a desired or known demographic, the ability to quantify audiences and develop a cost-per-thousand or cost-per-million type of rate structure, the ability to daypart messaging and many others. But the fundamental advantage this form of advertising brings to marketers is an element of control and a degree of confidence that the viewers of their messaging won’t simply zap or browse away from their advertising.
David Little is a digital signage enthusiast with 20 years of experience helping professionals use technology to more effectively communicate their messages. Keywest Technology specializes in technology for digital signage. Visit www.keywesttechnology.com and expand your marketing horizons.
Previous Articles Highlighter:
Tips For Basement Flooring Preparations (1)
You may just mix and match the colors of the walls and ceilings so as to produce a slightly cool atmosphere since basements are typically enclosed spaces with no windows.
What Exactly Is Term Life Insurance? (2)
Through taking out a term life insurance coverage policy, you will be ensuring that this policy will cover you in the event of serious illness or death, and that there will be a cash pay-out on such an occasion to your nominated beneficiary.
4 Easy AdWords Tips To Make Your Campaign A Winner (3)
Frank Rumbauskas is a New York Times bestselling author and a Google-Certified AdWords Professional. He has created several highly successful businesses using AdWords alone. To download 10 chapters of Frank's AdWords system, please visit www.adwordsinsidesecrets.com
Cost Effective Advertising Ideas For The Home Business Owner (4)
If you are willing to do the work on your own, it really won't cost you anything but time. This type of advertising is cost effective and it also can provide some great results.
Product Launches, How To Use Teleseminars And Video Squeeze Pages (5)
Use Google Analytics or Hyper Tracker to test it. Use the time before the launch to start testing it. This way you will have a better promotion. Question #3: A product launch I'm doing is leading into a continuity membership site and I'd like to get the squeeze page right.
Online Work At Home Business: Why Affiliate Marketing Is The Answer? (6)
Virtually every niche has several affiliate programs anyone can join. This works in the affiliate marketers favor for several reasons. 1. I do not have to create a new product each time I want to upsell, I can offer more than one affiliate product to customers.
Google AdWords - How Keywords Relate To Relevancy (7)
Exact match keywords will only activate the ad when the exact phrase is searched. Google AdWords is a powerful tool and can increase the quality of your site traffic immensely.
The Life And Times Of Curtain Poles (8)
There was a new determination in curtain pole village; the atmosphere was poles apart from what it had been just a few years earlier. The soldiers stood tall and brave and waited for battle.
What Is A Cash Gifting Program? (9)
Find one that offers automated telemarketing and online marketing materials so that it can be a passive form of income. You stand to make a lot of money if you do your research and get involved now.
What Is A Cash Gifting Scam? (10)
Topics: cash gifting, cash gifting programs, ways to make money, make money online, make money from home If you want to make a great income from home cash gifting is one way to do it.
Newer Articles Highlighter:
A Great Career In Deep Sea Diving (1)
An example is that there will be times where you will need to attach high explosives underwater that will blow off sunken ships that are hazardous to other ships, and you will also be dealing with underwater welding for underwater construction.
Are We There Yet? 6 Easy Games For A Road Trip (2)
2. Joke Bowl. Have a "Joke Bowl" on the way to your destination. Before you get started, let your family know that they each need to collect at least ten jokes for the trip.
Effective Water Damage Restoration For Carpets (3)
Excess or standing floodwater should be removed and taken out completely. This is the most vital part in any water damage restoration program. This can be done by using pumps to suction out these waters.
The History And Evolution Of Sunglasses (4)
Also in the 1930's, the Army Air Corp commissioned Bausch & Lomb, a company in upstate NY, to develop sunglasses that would protect pilots from high altitude glare. Bausch & Lomb launched the first Ray-Ban aviator sunglasses using the polarized anti-glare technology of Edwin H.
Window Blinds Safety -- Keeping Young Children Safe At Home (5)
This became law in the US on August 29, 2002. What You Can Do One of the most important steps you can take to protect your children is to use cordless styles in their bedrooms and any other room they might be left unattended.
Water Damage Restoration In Your Kitchen (6)
Be careful not to open any faucet or even flush the toilet when this is ongoing. Significant changes in the readings signify a leak. It is important to identify the source right away and perform necessary water damage restoration procedures.
How To Avoid Killing Your Google AdWords Quality Score (7)
Frank Rumbauskas is a New York Times bestselling author and a Google-Certified AdWords Professional. He has created several highly successful businesses using AdWords alone. To download 10 chapters of Frank's AdWords system, please visit www.adwordsinsidesecrets.com
Why A 2010 World Cup Prediction Doesn't Require Rocket Science (8)
Ecuador, who usually have been World Cup regulars have had a slower start than usual. Their away form has been terrible which is in contrast to Chile, whose away form has been sound, so I've tipped them ahead of Ecuador.
Stopping Your Dog From Fighting With Others (9)
Dogs communicate largely through body language so pay attention to how the dogs look when around each other. If a dog has a dominant posture, and is even baring its teeth, trouble may be about to start.
Water Damage Restoration Equipment - Air Movers (10)
One of the main tools used by these professionals is the air mover. Air movers are efficient water drying and water damage restoration equipment made up of very strong fans.
Permalink to Digital Signage: Retaking Control Of Advertising Really Matters