Digital Advertising Screens – Going Outdoors

Since starting this column remaining fall, I’ve attempted to factor to tendencies, analysis and reviews that gauge the development of digital signage and discover the strengths and opportunities for this rising medium.

I’m now not alone in this undertaking. An high-quality white paper from Profitable Channels makes a sturdy case for virtual signage networks as an powerful advertising and marketing medium with the ability to atone for deficiencies in television marketing manifested in an increasing number of fragmented audiences, digital video recording and its accompanying commercial “zapping,” and the lack of fact in measuring target market metrics.

The white paper gives highlights of a larger in-depth record entitled “Adding Out-of-Home Digital Advertising Networks to the Marketing and Media Mix” by Profitable Channels associate Stephen Diorio.

The white paper makes a sturdy case that entrepreneurs need to take virtual marketing seriously. It’s within the high-quality interest in their companies, the white paper contends, to “make certain their company companions are thinking about” virtual advertising and marketing networks “as part of the advertising/media blend.” Additionally, it recommends entrepreneurs have to be placing apart a element of their advertising budgets for this emerging new medium.

According to the white paper, emerging digital advertising and marketing networks provide five benefits over conventional media offerings, consisting of:

measurable sales impact
proximity to the sale
higher approaches to goal media
more relevance to the product being bought
tighter integration with nearby selling efforts
Many marketers have all started to understand the ones advantages. The white paper points out that as of August 2006, 37 of the 50 biggest supermarket chains “are rolling out, piloting or making plans” for in-keep virtual signage networks and that greater than four,000 “huge-field retail shops” show in-store video marketing. Further evidence helping that entrepreneurs see the cost of digital ad networks comes inside the form of finances allocation.

Referencing research from Veronis Suhler Stevenson, Carat Media and others, the record asserts that with the aid of 2011 “up to $40 billion of conventional media spending” will be shifted into new media. Obviously, a big portion of this will be committed to Internet advertising and other new media, but virtual advertising and marketing networks stand to gain as nicely.

“This reallocation of media spending reflects a shift in patron “attention” far from traditional newspaper and broadcast media to the Internet and new digital media, including cellular phones, video video games, podcasting, and out-of-home digital marketing networks,” the white paper says.

It is vital to word that the record¬†¬†lumps “cinema” into the overall digital media networks category without distinguishing among commercials and still commercials projected on-display with the aid of virtual projectors and virtual signage in and around motion picture theaters to promote films. Equally vital to recognize is that the previous is possibly to be significantly larger than the latter at this point. Regardless, the white paper identifies the overall electricity of digital advertising networks, of which digital signage is an important component, and the probability that they’ll most effective continue to grow.

Perhaps first-rate of all, the white paper identifies five separate studies businesses which have located customers like virtual advertising and marketing networks. All show these networks have “fee to, popularity by using and high quality reaction from consumers.”

If you most effective have time to read one record this summer, spend it analyzing “Adding Out-of-Home Digital Advertising Networks to the Marketing and Media Mix” with the aid of Stephen Diorio.

David Little is a digital signage fanatic with twenty years of revel in assisting professionals use era to greater successfully speak their particular advertising and marketing messages. He is the director of advertising and marketing for Keywest Technology in Lenexa, KS, a software development agency specializing in structures for digital signage introduction, scheduling, control and playback. For similarly digital signage perception from Keywest Technology, download our Six Basic Digital Signage Applications