DIGITAL SIGNAGE
Digital Signage is a network of digital displays that are centrally managed and location-addressable for targeted
information, promotion, merchandising and advertising at locations. The high return on investment from the medium is based on its ability to present still, animated or video images in a playloop or day-part rotation that can simultaneously brand, merchandise and provide improved ambiance and vitality at a location.
An Explosive Element of the Media
Industry: Digital Signage has been growing at over 20% annually since 2003 and shows no signs of slowing. An esti- mated 20 million flat panel displays are currently operational in locations in North American where people shop, eat, travel, gather, work and study. The highest growth sectors of use are retail, food services and grocery, healthcare, sports and recreational venues, entertainment, hospitality, transportation, public services and other public-use locations. It is also used for staff and visitor communications in corporate and manu- facturing environments.
Over $1 billion in advertising is spent annually on digital out-of- home message presentation. This amount is growing by 13% annually based on the inherent benefits of audience targeting, messaging flexibility and efficiencies.
Digital signage is usually owned by the end user organization and may be sourced as a managed service, The marketing or human resources departments typically act as project leads with support from information technologies, facilities and pro- curement departments.
High Value, High Growth
Business Impact of digital signage use is proven to be significant with high return on investment. Products
and services generally experience a 4% to 50% sales lift with as high as 300% having been realized. 5 to 15% increase in service enquiries are realized in uses such as banking and financial services, health and wellness services and automo- tive repair. The medium reduces perceived waiting time by 40% and improvement in brand recall of 40-60% are typical. In addition to improving revenues, the cost of print materials is reduced.
Typical Content includes video, still or ani- mated images, “ticker-tape” or scrolling messages for adver-
tising, offers, promotion, messages, entertainment, instruction, notices, safety alerts, educational materials, announcements, wayfinding, schedules or information updates such as news, weather, sports, etc.
Lyle Bunn is a widely-recognized subject matter expert, analyst, advisor and educator of digital signage who
presents at ADI Global EXPO events. He is the author of the Digital Signage Planning Guide which includes information, planning templates and powerpoint slides for end user and supply professionals.
http://www.lylebunn.com/digital-signage-planning-guide-6th-edition-now-available.php).
www.LyleBunn.com
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