Advantages of Digital Signage in the Advertising Industry

Digital Signage is much more than placing screens in waiting rooms, shopping malls, stores, stadiums, restaurants, or elevators.

The reach of technology has made digital advertising enter public spaces. The combination of audio and video (A&V), continues pushing digital content strategies, so that advertising has a greater impact, and reaches a larger number of audiences.

Digital signage is a communication format that allows the transmission of various contents in crowded or specific areas. It is common to find it in banks, hospitals, offices, airports, public transport stations, shopping centers, among others, because it offers innovative solutions for broadcast information, and improving the experience of the spectators.

It is characterized by making use of LED screens, projectors, totems, touching panels, LCD monitors and more, to share interesting, creative and easily assimilated material that allows to attract the target audience.

According to the Forbes Business Development Council, the use of digital signage in the supermarkets and department stores (retail) sectors may have a greater impact on its profits.

Types of content for Digital Signage.

The main objective of digital signage is to inform and persuade the audience. Therefore, there is no an unique type of content or format to promote on these screens.

Some of the most used are:

• News.- This type of content works well on sites like clinics. There are usually people in the waiting rooms there, so adding news, cartoons or entertaining videos will distract their mind.
• Social networks.- This is a good way to get real followers and boost the image of the brand. We can show on the screens positive reactions or messages that our clients leave on our networks.
• Products or services information.- This type of content is basic in marketing strategies. The informative screens are used to show offers and information in general that is of interest to users.
• Own content.- It works in the process of creating or improving the branding of the company. A good way to achieve this is through owned content, for example, corporate videos that show processes or achievements, PDF files or presentations with interesting data.
• Interaction with the prospects/clients.- Through touch panels, people can orient themselves in large buildings or at airports, make purchases through virtual shop windows to avoid long lines, or start bank arrangements. The purpose is to make processes more efficient. In fact, according to a survey carried out by Digital Signage Today, 63% of banks have already introduced this technology, or are about to incorporate it.

Advantages of DOOH advertising

Every day, more companies are betting on this type of digital advertising. If implemented correctly and used to display valuable, quality and useful content, it will bring great benefits to your brand:

• Get the attention of potential customers.
• It is a plus in the loyalty process.
• It makes the prospect/customer feel better during the waiting time.
• Increase sales opportunities.
• It represents cost savings in the future (savings in printing, paper or any traditional advertising material).
• Boost branding.
• Generates greater interaction with users.
• It is a great channel to show the corporate videos of the company.

In conclusion, Digital Signage is still more current than ever in the Advertising and Marketing Industries.

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