Why use out of home digital signage.The public consumes media in a more fragmented fashion that they did ten years ago. The proliferation of digital television, mobile devices, print media and the internet means that the public no longer rely on a handful of media sources to deliver a message to all.
The public consumes media in a more fragmented fashion that they did ten years ago. The proliferation of digital television, mobile devices, print media and the internet means that the public no longer rely on a handful of media sources to deliver a message to all. The advent of satellite and cable has introduced over 200 commercial channels, shifting the way advertisers reach their target audience. No longer does TV reach a mass audience and advertisers and retailers want to target customers more effectively through alternative media channels. Digital Media Networks are the next generation of in-store and out of home advertising in which content (videos, static images and general messaging) can be displayed on a network of computer screens, plasma or LCD monitors, kiosks, projection displays, high definition television’s or other electronic devices situated in a store, branch or public area.Digital screens are strategically positioned to educate, inform, interact, engage and build relationships with customers across a wide range on consumer environments. Whether they are used as a promotional tool at the point of purchase influencing consumer behaviour or to inform the public concerning local and international news, digital screen are a cost effective platform for advertisers and retailers by delivering revenue from advertising and sponsorship. Digital is offering new interactive services to consumer’s particular involving screen media, mobile phones and Bluetooth technology. Screen can be backed up with the same information sent to Bluetooth enabled phones to reinforce the message on the screens. Consumers can now, via Bluetooth and infrared, point their mobile phone at specified spotter sites to download video clips, music samples, podcasts or money-off vouchers for the product being advertised.Film advertisers are booking specially constructed bus shelter sites that incorporate buttons which people press to get information on the film, watch clips of the movie or check out biographies of the actors.Increasingly, outdoor is being used as a channel for digital messaging, extending its reach into other technologies.Some of the key benefits for advertisers:
- The network will allow advertiser to achieve higher sales and target higher margin products whilst creating a revenue stream from advertising fees
- Digital signage eliminates the costs associated with producing and distributing, installing, removing and disposing of static printed advertising such as flyers, floor stands, and billboards
- Digital signage is a centrally managed controlled network ensuring consistent brand messages deployed nationally in store. By monitoring the content centrally advertisers can ensure all content is playing and removes the uncertainty of store compliance
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