Digital Signage: Why it Works and How to Use It

In the current world, technology has solidified its place in our society and changed the way almost every business functions on a day to day basis. This includes the field of marketing and advertising, more so than most other fields. Any company that is not utilising the new digital landscape to get their advertising done is missing out and setting themselves up to fail. To that end, we are going to be looking at a key aspect of the new wave marketing. Digital Signage. This powerful tool is changing the way companies go about their marketing and has created new and dynamic methods of advertising.

What Is It?

Digital signage is something you will have seen before. Whether in real life or in the movies. Picture Times Square. Covered in hundreds of electronic billboards all pumping out constant advertisements. This is digital signage at its best. It is simply the use of electronic screen systems to present advertisements to the public. There are a number of ways this can be done, which we will be looking at below, but in basic terms, it is no different from a digital photo frame. The first step in setting up any digital signage is finding the right tech to use. Places like Amazon or digitalframe0 are great places to start looking for the right screens.

Methods

There are a few different methods that can be utilised for digital signage. The first, and simplest, is uploading your advertisements to the screen and letting them run. The benefits of this are it requires no constant connection and, as such, is not subject to connection drops. But it does mean when you want to update the content, or if a natural error occurs, you will need to send someone out to sort it out or change the content.

The second method is having the screen set up with remote connection meaning it can be accessed from a site anywhere in the country. This is an excellent method as it allows a company to change the marketing any time of the day and means any errors can be sorted remotely. But why is digital signage so effective?

Why It Works

In this modern world, people are more attached to their screens than ever before. People spend a shocking amount of their daily life looking at screens and online. This means they are almost constantly exposed to the onslaught of marketing and adverts available to them online. Digital Signage meets the best of both worlds. By having the screens separate from a potential customers phone, they do not feel as if they are being bombarded, rather it is something that will catch their eye. Inviting them to look. Secondly, digital signage allows for much more visual adverts than a normal poster. The animations, visuals and even sounds can greatly influence how well a potential customer will engage with the material and allows a lot more creative freedom than traditional advertising methods.

In this age of viral videos and so much content being created on the daily, people won’t respond to just any old poster or advert. It needs to stand out and grab their attention. It needs to be creative. This is why digital signage works well above all else. It allows so much more freedom, not just creating pre-made advertisements, but setting up interactive experiences. By using webcams and scanners, companies can create campaigns that let users interact with the digital signage and the advert will change based around them. This is a sure-fire way for a company to go viral and drum up a lot of potential business.

How to Use It

When we say ‘How to use it’ we don’t just mean the technical aspects, which are still important. We are looking at everything. Once you have decided which method you are going to be utilising, closed-circuit or remote connection you need to decide on a location. And, like in real estate, this is everything! If your advert is shown in the quietest street in a small town, you aren’t going to get much patronage. You need to make sure you have done extensive marketing research to find out your key demographic and find an area that features a lot of foot traffic from that demographic. For example, if you are targeting people in the age range 20-40, you might look at putting them in a shopping centre or a sports stadium. If you are looking at older clients maybe bus stop displays or in food shopping centres.

Once you have decided on a location its time to decide what your advertisement will be. This is perhaps the most important step. You need to delve into your market research, observe competitors adverts and make sure what you are showing is going to, firstly, appeal to your target demographic in a way that is inviting and appealing. And secondly, make sure the advert is clear. You do not want it being misunderstood as this could lead to potential legal trouble for false advertising. You also want to make sure people understand what they are looking at. An advert that a viewer doesn’t understand is as useless as no advert at all.

Taking all this into account, you are ready to take a dive into the world of digital signage and forever change the way you go about advertising and marketing.

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