Billboards are dead?
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Billboards are dead... well not exactly, advertising has evolved through social networking and the rapid development of modern digital media technology, we are now seeing a rapid advance in advertising. With this, consumers are now demanding more engagement, which is stimulating innovation in how brands convey their message efficiently.
One of the areas that are leading this innovation is the revolution of signs and posters. As we rapidly move to a more digital environment, signage is no longer static.
The trend to digital in the realm of billboards, menus and shop displays has almost been overnight with more and more coming online here in New Zealand.
Digital signage is being used in a variety of ways — not just placed in a store window (although this is an effective way of engaging consumers before they enter a premises). Limiting signage to the storefront dramatically reduces the ability to educate, inform and influence, bringing it through an entire store, carefully planning placement and content can have a marked increase in sales, retention and reduction in perceived wait times.
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SalonSense Media, a digital signage company based in the USA, reported that digital signage reaches 70% of Americans each year. Moreover, boasts a 52% recall rate — higher than both television (32%) and radio (27%), note this isn't the best comparison as advertising on both TV and Radio is long dead ;) but it does illustrate the growth in the industry and adoption of new technology in advertising.
Equipment, get it right.
Consumer grade TVs and screens won't cut it as they are not designed for 'constant play' which can result in images burning into the screen. So don't fall into the trap of grabbing a cheap TV, as with good advertising creative, invest wisely. Fortunately, there is a range of high-performance screens available on the market. These screens have exceptional bright light display quality, ensuring your captivating content can be seen, appreciated and engaged with.
Content is still king!
Like social media, with digital signage, the content is still the king.
The most exciting part of this platform is the ability in what we can do with content, from integrating with API's through to changing and updating content on the fly. The technology is fast becoming limitless in its abilities.
We also see a blur between the different environments, with digital signage integrating with social media campaigns (this is where my wheels get spinning), imagine content on your shop displays changing based on how people are interacting with it online, or serving user-generated content across the country from your social media campaigns. What about having content that can change dependant on the mood of the viewer, or adjust the temperature of a meeting room, the music playing and the imagery inside the room based on who is there. How about changing the content on signs inside a retail shop based on the number of people in the store, and the clothing they are wearing... Ok, so maybe we are getting a little too far into minority reports territory, but the combination of the real world, social and digital has always been a passion of mine. I can't wait to see where this technology and advertising continues to evolve.[br_tc][nbsp_tc]
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