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Traditional retail signs are being replaced by a variety of technologies referred to as digital signage. Instead of static print signs and billboards, digital signage refers to electrical signs dispersing content and messages in the most targeted, interactive way possible. Digital signage includes digital content, such as audio, video, graphics and text that can be remotely managed over an IP network to electronic displays. The purpose of these signs is to inform or incite changes in view behavior. Digital signage systems provide centralized scheduling, management, and publishing of digital media assets to on-premise LCD, plasma, LED, kiosks, outdoor billboards, video walls, and even a computer desktop. The growth of digital signage is mainly driven by these significant factors: The power to influence consumer purchase decisions by mass media has declined over recent years. The marketing efforts of television channels, spam, pop-up banners, bulk direct mail and telemarketing has left the everyday consumer feeling indifferent. This has let marketers to spend money in alternative forms of marketing channels such as search-based advertising that has the ability to deliver more timely and targeted messages. Another driving factor is the opportunity to deliver promotional messages at the “moment of truth” through digital signage in retail environments such as grocery store checkout lines or shopping mall kiosks. Product marketers consider this to be a valuable tool for advertising to today’s busy consumer. And finally, investing in display devices for digital signage advertising is a lot less expensive than using print materials that have to be replaced with every ad campaign. Plasma display panels, LCDs and scrolling message boards are a few of the more common in-store devices used to project full-motion video, sound and text. These messages can be managed quickly and effectively by store managers by using digital signage technology. By building a network of electronic devices, you can create a digital signage system that can be controlled remotely from a central location such as your home or work office, or even your portable laptop. Electronic devices such as plasma or LDC monitors, kiosks, projection displays or HDTVs present information via digital signage software to a targeted audience. Digital signage installations are still somewhat new to the world of consumers and are sure to give that wow factor that is guaranteed to attract attention and produce ongoing sales. With this technology, the messages being display can be changed on the spot to keep constant consumer attention. With print materials, even the best content can become stale after a time if it is not kept up to date, eventually drawing zombie-like stares from employees and passing customers inoculated against its repetitive messages. Without viewership, there is no audience to monetize. Static displays and print materials cannot produce the same kind of benefits and features that digital signage can. Dynamic digital signage messaging can reach out and grab a consumer’s attention and influence their purchasing decision right in the retail store and right at the point of purchase. It also conveniently eliminates the high cost of creating and distributing print ad campaigns that change from week to week. The ability to change promotions immediately for various products or a specific target audience is a huge benefit of digital signage. Another advantage of digital signage displays that many people may not have thought of is the fact that owners can earn money with their digital signage network by selling advertising space to their suppliers. Whether it is intended to build a brand, influence customer behavior or simply provide information, the dynamic visual experience created by digital signage should ultimately increase sales. In order to achieve that goal, retailers will need to design the appropriate system. The greatest value of digital signage is its ability to achieve a high return on investment (ROI) through revenue generation and/or cost reduction. There are so many excellent benefits to obtaining digital signage technology for your ad campaigns and advertising plans. Let’s review: Digital signage has the power to impact your audience and influence consumer and employee behavior. It can and will improve productivity and work performance among your employees. Digital signage has the unique ability to build brand awareness, improve awareness of a particular brand, service offering or product line. It can increase store traffic and drive revenue and profits. It can encourage cross sales of complementary products and/or higher margin products, gain additional revenue stream by selling advertising space, and also reduce messaging and print costs.
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