Did you know?
Right now 75% of adults are not at home watching televisionSimmons Adult Full Years – Percentage of adults out of home between 8am and 6pm
As much as 70% of purchase decisions are made in-storeGMA, Shopper Marketing: Capturing a Shopper´s Mind, Heart and Wallet
More than 73% of shoppers indicated digital signage influenced their decision to buy the advertised product todayNielsen New Media Traffic and Viewership Study, May 2006
89% of consumers said digital signage was an easy way to learn about new productsNielsen New Media Traffic and Viewership Study
Advertisers spend $2.43 billion in Digital-Out-of-HomeArbitron Research, Spring 2009
More than 29% of all Out-of-Home ad spend is earmarked for DOOHPQ Media, 2009
67% of American adults have seen a digital screen in a public venue in the past monthArbitron Research, Spring 2009
81% of adults think more positively about a brand when they see it advertised on a digital screen at a retail venueArbitron Research, Spring 2009
98% of adults spend 2-3 hours each week in Grocery StoresNielsenWire and Grocers Association of America, 2009
33% of adults spend 1 hour each week in Convenience StoresNielsenWire and Grocers Association of America, 2009
Total DOOH spending will hit $4.53 billion in 2013, up from $2.6 billion in 2009, accounting for 44.1% of all OOH spendingVSS Communications Industry Forecast 2009-2013
Digital-Out-of-Home reaches two-thirds (67%) of U.S. residentsArbitron Research, Spring 2009
More American teens and adults have seen a digital video screen at a public venue in the past month (70%) than have watched online video (43%)Arbitron Digtial Place-Based Video Study, 2010
47% of adults who noticed a digital display in the past month remember an ad that appeared on screenArbitron Digtial Place-Based Video Study, 2010
More people have seen a digital screen in public venues than have ever sent or received a text messageArbitron Digtial Place-Based Video Study, 2010
More than half (53% or 135 million) of U.S. teens and adults have seen a digital screen in a public venue in the past weekArbitron Digtial Place-Based Video Study, 2010
Nearly twice as many people have seen a digital screen in a public venue (70%) than the number of people who have a Facebook profile (41%)Arbitron Digtial Place-Based Video Study, 2010
What is “digital signage” and why is everyone so excited about it?
Although digital signage has been around for many years, advances in technology have helped catapult it into a more mainstream communications and advertising platform. This has helped drive digital signage to reportedly become the fastest growing marketing and communications medium in the world – second only to the Internet and branded entertainment.
But, what is it exactly?
Digital Signage is the use of digital technology, such as a digital screen, digital signage players, and software to deliver content such as information, advertisements and entertainment to captivate an audience.
That said, today´s digital signage system is typically built around a digital screen (LCD or plasma), a media player (on-board computer or hardware device), a software operating system, and a wired or wireless network to help manage and control the system.
But, with the lightening pace at which the market and technology is evolving, these systems seem to lack a common definition. These systems are called many things by many people, which make a widely accepted and recognized definition elusive. You´re likely to see them referred to as dynamic signage, electronic digital signage (EDS), in-store television, place-based advertising and digital-out-of-home (DOOH) and more.
Whatever the name, the power of digital signage as an effective and viable marketing and communications channel lies in its ability to reach large audiences, targeted markets, and deliver compelling brand messages when and where their purchase decisions are actually being made – in the store.
And, that´s the one place where traditional media channels just don´t effectively reach the consumer audience.
Television reaches consumers at home, but only when they´re watching the channel where your ad is running and only if they´re watching when it airs. Radio reaches consumers when they´re out of the house, but usually only when they´re in their cars. Again, radio is only effective when your ad plays when they´re listening and only if they´re listening to the station where your ad is broadcast. Newspapers and magazines suffer the same limitations as TV and radio and are typically read at home or work. The Internet, perceived as one of the most powerful media channels, is still only effective when consumers are sitting in front of their computer and, even then, has little impact on either planned or unplanned consumer purchases.
That´s where digital signage comes in!
Digital signage, when placed in-store, helps advertisers reach their consumer audience where other, more traditional media channels can´t - thereby increasing effective brand messaging and closing the loop of integrated 360° campaigns.