subject: Digital Signage –Two Big Reasons to Use It [print this page] Here are two huge benefits businesses can receive when they invest in digital signage.
Attract Attention
One of biggest reasons that businesses and organisations are using digital signage is that it has the power to attract an audience's attention like never before. In fact, more than two-thirds of consumers say digital signage catches their attention, and the majority say it is less annoying than ads on TV, radio, the internet, and in magazines, according to new data from a report by EPM Communications.
Moreover, EMP goes on to say that more than one-third (36%) of consumers say they take action as a result of digital signage. Among those aged 18-24, that number rises to 51%.
The reason for this is that digital signage is a relatively new marketing medium, and with its bright colours and vivid, high definition picture, it can't help but attract the eye. Digital signage has the power to cut through the clutter of normal advertising and engages your audience like never before.
A retail store could use this to attract the attention of a shopper to promote a specific product. A real estate agent could use it to catch the eye of foot traffic walking past their office and promote specific properties. Professional or medical services can use it in their waiting rooms to attract the attention of waiting clients and educate them on specific issues or products. A trade show stall owner could use digital signage to attract attention to his stall. The possibilities are endless!
Influence of People at Point of Contact
The real power with digital signage comes with its ability to actively engage and influence at the point of sale. The Miller Zell study, "Gone in 2.3 Seconds: Capturing Shoppers with Effective In-Store Triggers," tracked the buying triggers of nearly 1,000 shoppers to identify which in-store and out-of-store marketing communications get their attention and influence their purchase decisions. It found that across all age, income, gender and channels, evaluated, in-store advertising was considered more effective than out-of-store advertising in raising product awareness and communicating product benefits.
The reason digital signage is so effective is that it communicates directly with a consumer right when they are in a buying mood. In a retail store most customers browsing around have already decided they are going to buy something, it's now a matter of what product it will be. This is where digital signage can communicate with them when they are most receptive. Using high definition images or motion video, you can dramatically communicate why they should be buying specific products or services. This easily translates over to professional or medical services as well, where waiting clients can be educated on higher level services when they are most receptive.
