Digital OOH Advertisings Growth – How to Improve it

Digital Out Of Home Advertising has raced ahead rather than grow steadily, it is one of only a few industries that have made one massive leap in growth during a recession.

How can this be when it is claimed that by the time a teenager receives their high school diploma they will have been subjected to over 100,000 ads. With today’s consumers being bombarded with mass messaging at the rate of 3,000 messages per day, new and unique ways have to be created to catch the eyeballs of potential buyers.

One way may be the one-on-one marketing approach, this is were each marketing message is tailored (as much as possible) to each, individual consumer, there are two things that one-to-one marketing requires and that is a digital signage network ensuring fresh content is uploaded regularly and the content itself.

Digital signage is in reach of every business, all you need to do is attach a CD drive to a display and hire a creative team to produce the content.

Consumers want what is best for them, to the extent of if a dynamic signage campaign is created in a boardroom and it does not relate to the consumer this campaign is dead in the water!

You hear a lot about “push” and “pull” on the Internet, now digital signage is using the “push” concept, through RSS feeds and other tools that allow users to subscribe to the content they are interested in, this way it can also be measured how successful the campaign really is, but at the end of the day the campaigns are driven by the consumer.

This key difference is what is making this approach successful, allowing users to opt in for more information on the products they are interest in, not bombarded with products they no longer care for.

Dynamic advertising is as much part of our lives as is the uniforms the staff at McDonalds wear, as it is also associated with branding. Have you ever been in a restaurant and saw a display with the “specials of the day”? By the time you decide on your lunch you are being seated, this is called “wait –warping” and it works by entertaining people whilst they wait, their perceived wait time decreases and satisfaction levels increase.

This is an old fashion reason why newspapers are at the grocery checkouts, so that you pick one up and browse through the headlines whilst you are in line, before you know it you are at the checkout and five minutes has passed.

For retailers, the benefits of digital signage are more abundant and fall into three categories: head turning appeal, improved ability to target and deliver messages and improve operational efficiency, now based on these three options which will you be using? For me it is the ability to target and deliver the messages as head turning appeal will wane over time and you can always work on improving operational efficiencies.  Dynamic displays are normally the centre of attention where ever they are placed, making the delivery of messages the most important part of the loop right now.