DIGITAL SIGNAGE AND HOW IT WORKS
The age of technology has made some of the traditional advertising formats obsolete, making the Digital Signage take on a unique role in marketing.
The billboards with advertising that are typically observed on streets and high zones of the city are being replaced by what is known as the dynamic digital signage or multimedia signage (digital signage).
WHAT IS DIGITAL SIGNAGE?
Digital signage, known as multimedia or dynamic digital signage, is the dissemination and display of digital content broadcast through all types of displays: LCD monitors, plasma displays, an LED panel, or projectors.
This technology progressively replaces traditional banners to improve the presentation and promotion of product sales, display information, or even facilitate interaction with content.
In addition to the dynamic presentation of information, rather than static, digital signage allows creating a network of audiovisual systems with daily updated content. They are typically found at the point of sale or public places, and their objective is for companies to advertise their products.
TYPES OF DIGITAL SIGNAGE
Depending on the location, we can distinguish two main types of digital signage: outdoor and indoor.
Outdoor digital signage
They are those that take advantage of places of great affluence to show messages. For example, they can be facades of a building, bus stations, gas stations, access points to cities, or even the subway.
Launching a digital signage outdoor campaign usually requires a relatively high investment, but you get excellent visibility in return.
Indoor digital signage
These projects seek more direct contact with the consumer, through smaller screens than where interactivity prevails.
They require less investment, but the impact is also potentially less. However, it is also more direct and favors conversion, since the consumer is usually able to access it from the point of sale.
ADVANTAGES OF USING DIGITAL SIGNAGE
- The dynamic digital signage allows to improve the presentation of the announcements and update them without the need to change the physical medium.
- Time has caused multimedia signage to reduce its costs. Large and small companies can enjoy its benefits.
- Dynamic digital marketing can deliver messages in real-time. Thus users are always informed. Ideal for points of sale.
- The segmentation of messages can be alternated while other types of content are played. They allow you to capture the public’s attention without being aggressive.
- Advertising messages are more entertaining, thanks to their dynamic images and high-definition sound. Advertising becomes part of the entertainment content. In this way, its dissemination is facilitated.
WHAT TO KEEP IN MIND TO SUCCEED IN DIGITAL SIGNAGE
Finally, I want to leave you with these critical tips for running a successful outdoor digital advertising campaign:
Reflect on your goals: As in any self-respecting marketing campaign, digital signage’s success largely depends on proper planning. What do you want to gain with your campaign? Who are the audiences you need to reach? How does digital signage fit in with the rest of your strategy?
Choose the right location: One of the main factors to consider is a good location. For digital signage outdoor campaigns, you will have to take into account several environmental factors. First of all, you should know if the screen will receive direct sunlight since you need the contents to be visible at all times. It would help if you considered the weather since the protection of the screens depends on its different types.
As for digital signage indoor campaigns, you need to study where the customers are passing through, so that they see the screens but do not consider them a nuisance.
Content is essential: You also need to think carefully about what you are going to offer on your screens. Many brands bet on a mix between promotional and informative content, but in any case, you have to provide value for users.