Advertisement Through Digital Signage
What should an advertiser do in this era of TiVo and digital video recorders , where a television viewer has control over what they watch and when they watch it? Due to the control that viewer has over what they can watch, they can easily forward the commercials or change the channel when the commercials are on. So many advertisers have been worried for the loss in their revenues.
A radical change has taken place due to digital signage technology. In a digital signage a main unit sends a signal to a device such as an LCD monitor. Both audio and video can be sent to a monitor by fitting in IP video via digital signage software. A buyer's decision can be changed by placing this monitor on the point of sale. If a buyer does not end up buying this product, the placement of the monitor on the point of sale will result in brand awareness and possible future sales.
As digital signage is the generation next, a savvy advertiser or marketer should research about it, as by advertising the right product in the right place companies are able to attract their target market.
Following are some examples of how digital displays can be used.
- In a store's toy section toy-oriented signage can be placed.
- In the apparel section a digital signage unit can be placed showing latest fashion.
- In the hardware section do it yourself instruction's can be displayed on a digital signage.
With the help of digital signage marketers can find out customers preferences, as a digital signage can record what a customer is buying. This information of customer preferences than can be used to evaluate the hottest items, different trends (seasonal trends) etc. ultimately this information can be used to make decisions such as in-store promotions or sales on what customers want when they're more likely to want it.
TV advertising is not as effective as it was in the past. Same is the case with radio and newspaper advertisement. These modes of advertising have been around for a long time but they did mass advertisement hence generally not targeting a certain demographic. But digital signage enables advertisers to do target advertising and hence can be very profitable for them.