Written by Guest Blogger: Kelly Johnson
With DVRs giving us the ability to skip TV commercials, newspaper readership declining and a feeling of bombardment from online ads, advertisers are getting creative. Communities around the country are finding a fresh, new way to target potential customers through digital signage network advertising. This medium is more targeted, effective and cheaper than many traditional forms of advertisement. It targets consumers when they are out and about and in some cases, at the point of sale.
The digital signage network connects communities with screens in key locations and ads from non-competing businesses. Independent marketing companies choose key community locations where large amounts of people gather to eat, shop or play. Some marketing companies will even offer to set up a screen in a business for free if the business owner will allow other businesses to advertise on their screen.
The perk for the screen-hosting business is that they can advertise their own products and services at the point of sale. While people are waiting to be seated at a restaurant, they see advertisements for new menu items or specials. Stores in the mall can advertise current sales to shoppers who are already in the mall, ready to shop. In addition to the screen-hosting business’ advertisements, other community businesses’ advertisements are also displayed. The great part is that most network hosts will be careful not to allow competitors to advertise.
Joining a community’s digital signage network has boosted many companies’ sales because it targets the right people and is effective and affordable. Advertisers can choose at which locations they want their ads to appear and where their potential customers might be shopping or hanging out. Network host companies make it extremely easy for advertising businesses because they take care of everything for them such as contacting host businesses, designing ads and changing ads so they are up-to-date. These ads can be seen by thousands of community members each week.
As today’s potential customer is less inclined to pick up a paper, turn on the radio or watch television or internet advertisements, digital signage has become a great way to effectively grab their attention. Dynamic graphics capture people’s attention as they are walking through the mall, waiting at a restaurant or relaxing in a coffee shop. Research shows that people are 5 to 10 times more likely to pay attention to dynamic marketing on digital screens than traditional printed signs. If the screens were only used as a marketing tool, consumers would likely tune it out, but because trivia, local news, community event calendars, weather and entertainment messages are interspersed between ads, viewers are entertained while they are marketed to.
Unlike print advertisements, digital signage ads can be easily changed as often as the network host will allow, keeping content up-to-date and relevant. This is a cost-effective alternative for small businesses because newspaper, TV, and radio advertising can be costly, untargeted and can quickly go out of date. Even if businesses choose not to use traditional marketing channels and print their own flyers and posters, it can be expensive and wasteful.
Digital signage networks are invaluable to any size community because they connect advertisers with consumers in a unique and effective way. When visiting high traffic areas, community members receive information on community events and news while advertisers share current deals and promotions.
About the Author: Kelly Johnson is a freelance writer for Allstate Sign and Plaque. Their company has been selling parking, traffic and street signs for more than 50 years. On their site you can order anything from property signs to custom signs.
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