How Does Digital Signage Advertising Work?

Because of the development of new technology such as TiVo, the Internet, DVRs, and more, advertisers are having a difficult time increasing sales from using such traditional methods of advertising as television, radio, magazines, and newspapers. This has lead to the development of new and innovative forms of advertising. One method that is growing in popularity is Digital Signage Advertising.Wikipedia defines digital signage advertising as a “form of out-of-home advertising in which content and messages are displayed on digital signs, typically with the goal of delivering targeted messages to specific locations at specific times. Digital signage offers superior return on investment compared to traditional printed signs.”How Digital Signage Advertising WorksDigital advertisements are broadcasted outside of the home. One views advertising normally seen on the television or internet in a specified location. Advertising methods are displayed according to screen size, placement, content, ad format, environment, and targeted audience. The electronic data is managed and controlled from an administrative console running the digital signage software and is sent across to others terminals without having to change the terminal’s physical location. Basically, the advertisements displayed on the sign are shown on every electronic screen. Because the message is displayed on a screen, the advertiser has the ability to choose the type of format. This can include video, text, animation..etc.Control of the electronic advertisement is through the administrative console which is a type of digital device that manages the advertisements remotely. Depending on how the advertiser wants the ad displayed, it can be shown as a stationary non-moving image, moving images, or even a motion video. Each advertisement spot will be displayed a certain number of times an hour. Exposure depends on the number of times the ad is shown and the number of screens it will be displayed. Digital signage helps advertisers reach their target audience by placing marketing messages located in everyday places. This could be bus terminals, malls, department stores…etc. Signage is normally located in areas with high pedestrian traffic. The messages and videos are always changing to something that would catch the consumer’s attention.Managing the administrative console is easy and requires very little training. The console can program signs, messages, and videos. With the new hardware available, audio and video programs can now be stored or downloaded to a computer. Many companies are now seeing a return on their investment. A business’s level of exposure depends on how much time they purchase and the number of screens they want their advertisement to be displayed. Advertisers companies will sell specified ad spots. Prices depend on how many screens the ad will be shown, the number of hours the ad is shown, and how many times per hour the ad is displayed. Companies will usually sell advertising packages.Advertisers want their ads displayed in areas that will reach their target audience Age, gender, and types of people that usually frequent the area are taken into consideration. For instance, if an advertiser wants to target university students, they would place a screen in an area that is usually frequented by the students. This could be a cafeteria, library, or Student Union Building. Other considerations include the general atmosphere of the location such as whether it is a social setting, business environment, or entertainment environment such as a night club.Digital signage advertising offers many ways for marketers to target their customer base. Advertising costs can be as low as pennies for each time the ad is displayed. Advertisers who have used digital signage advertising are finding that the investment cost is well worth it because they are seeing the positive results.