30 years ago the film “Back to the Future” had some predictions about the way the world would look in 2015. Unfortunately, the hover-boards haven’t become a reality yet, but many of the technology predictions the film made have. Digital signage, for example, is now an everyday part of the world we live in, and this has completely revolutionised the way advertisers can promote their products in an ever more competitive marketplace. As the film predicted, we now have flat screen displays everywhere, from buses to airports and supermarkets, displaying all kinds of information.
For most of us the first time we saw digital signage was probably in a sports arena of some kind. Football stadiums have had digital billboards for quite a few years, as rather than having a static image, advertisers can display a dynamic message which can be tailored towards a specific audience. Moving images are also more attention grabbing, which means that billboards at the side of the pitch don’t just blend into the scenery and get ignored.
So what are the benefits of going digital?
Some long-term billboards become iconic, but the reality is that most static images end up getting lost in the background of our busy world. By injecting a bit of life into an advert, you can capture your audience, even for the briefest of moments.
That small interaction and concentration on your content is worth much more in marketing terms to your brand or business than someone simply glancing over your logo. Digital signage also has the benefit of being quickly up-datable, particularly for digital monitors that have web connectivity. In the past it was impossible to react as quickly to an event as it is today. If your company is offering a discount or promotion then there’s no need to wait for the printers to print your advert any more, it can be sent straight to digital marketing locations in an instant.
Michael, from the Videonations audio visual team, suggests: “make the most of the flexibility that digital signage has to offer by making your adverts reactive. If there’s something in the news or current events which may relate to your adverts, you can start displaying new, highly relevant content on billboards and in stores almost instantly”.
The digital signage revolution is not just affecting the business world, it is also making inroads into the art world. Many companies are now combining art initiatives with corporate messaging to really transform urban/inner-city areas. Company sponsored urban art initiatives are a great way to exploit the new digital signage technology and bring creativity to areas of urban renewal.
Whereas before street artists may have turned to a spray can and graffiti art, now art can be created on a digital platform and displayed by digital monitors, and potentially reach an audience greater than previously possible. Once the digital infrastructure is in place, there is no reason why it cannot be used and reused by many different projects, unlike the old analogue billboards of the past.
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