Television Dayparts
Posted in Coloured Television on 03/21/2009 07:09 am by admin
Digital Signage: regaining control of advertising really
A report published in late August by the industry analysis Screen Digest media forecast revenue outside of the digital home will quadruple in Western Europe over the next five years and by 2012 account for 10 percent of all non-home recipes.
The report 'Digital Signage in Europe: opportunities for digital advertising field house, "said the net income generated by advertising outside the home in Western Europe in digital networks, digital in airports, train stations, supermarkets, hotels and other public spaces from 200 million in 2007 to more of $ 781,000,000 in 2012, a compound annual growth rate of 32 percent. In fact, the report notes that out of the advertising industry outside the home, through migration to digital technologies, is the only traditional advertising media experiencing real income growth over the next five years in Western Europe.
Although the report only forecasts for Western Europe, it is noteworthy because it illustrates the growing importance of advertising Digital Advertising as a legitimate means good news for marketers trying to understand the best way to enjoy the changing patterns of media by consumers.
As technologies such as DVR invading traditional television viewing patterns, newspaper readers increasingly letting their subscriptions lapse, and the public news is becoming more and more based on the Web and entertainment that has been the case with media strategies are becoming less effective. Vendors face the best way to reach potential buyers in a media environment that is rapidly developing into something that is much more active than passive, more focused on the user and easy to use media-centered.
Digital advertising outside the home in digital signage networks give traders the opportunity to reach potential customers or very time they make their actual purchase decisions, without giving the buyer the opportunity to zap beyond your email or search in any kind of your choice. To the extent consumers in a retail store tend to stay near the door or goods platform, for example, become in a captive audience, no remote control. For standing passengers degree in a subway platform waiting for your coming, are a captive audience without remote control. In the extent that those who expect their cars to repair to sit in a waiting room, are a captive audience without remote control again.
Not, at the moment but should be clear that one of the key elements away from home Digital Advertising reintroduced into the equation of public and marketing is an important part of control. Without a doubt, is related level of control over the messages of traditional television viewing experience. N marketer could force a viewer to watch advertising, but it took a little effort by a viewer to escape.
Undoubtedly, the digital out of home advertising in the digital signage networks offer a number of other benefits, such as the ability to organize around a messaging solution that you want or the known population, the ability to quantify the public and develop a kind of cost per thousand or cost per million fee structure, the ability to cut hourly messaging and many others. But the main advantage of this type of advertising makes marketing is an element of control and confidence that viewers of your email will not be zapping or just navigate away from your advertising.
About the Author
David Little is a digital signage enthusiast with 20 years of experience helping professionals use technology to more effectively communicate their unique marketing messages. He is the director of marketing for Keywest Technology in Lenexa, KS, a software development company specializing in systems for digital signage creation, scheduling, management and playback. For further digital signage insight from Keywest Technology, download our Six Basic Digital Signage Applications white paper and case studies. Or, visit our website for many helpful tips and examples on how digital signage can benefit your business.
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