Category Archives: Digital Signage Application

Digital signage and sustainable success!

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The marketing arena worldwide has witnessed dramatic transformation over the past few years. The recent years have seen decline in traditional print advertisements – newspapers and static outdoor billboards, but commensurately rising interest in new interactive marketing strategies, including digital signage. Given its ability to use vibrant, media rich content to rope in the right audiences, digital signage represents a powerful medium for advertising, information display and entertainment.

The market is further driven by the evolution of hybrid digital signage systems wherein digital signs are augmented with the interactivity of digital kiosks. The amplification of marketing impact possible through this medium provides a high return on investment (ROI) business case for these systems.

Against a backdrop of a digitalized world, the digital platform of marketing makes for an effective medium to target elusive consumers, especially the younger generation. With several advantages like higher viewer recall and retention of digitally displayed messages, stacked in its favour, digital signage systems are sure to witness sturdy gains in the upcoming years.

Despite the market advantages enjoyed by digital signage advertising technologies, the global digital signage systems market witnessed sizeable dip in growth momentum during the years 2008 and 2009, as direct fallout of narrow creativity levels in a weak economy and credit shortages for funding new and risky ventures during the period. For instance, new investments in digital signage infrastructure came under direct pressure as a result of preferences among advertisers for existing and already accessible infrastructure. Moreover, financing for big digital signage projects experienced relatively tougher funding options, as venture capitalist preference during this period was particularly skewed towards established technologies with faster exit options.

Everybody knows that falling costs associated with purchasing, installing and maintaining digital signage systems in sync with technology development and market penetration, will help bolster the market and that’s what everybody experienced in the post recession period. Low hardware costs and declining software development costs have made systems, such as, media players and display units like LCDs cheaper and affordable.

Major application areas in these regions include public notices and real-time weather forecasts among others. Opportunities for advertising are on the rise in developing Asian countries like India, China and Singapore largely due to the growing base of urban population and a resultant wider audience base of corporate workers, commuters and shoppers.

Developing countries in Asia, Latin America and Middle East are forecast to drive future gains in the market. The retail boom in Asia brought upon by strong economic growth, rising consumerism, rising standards of living, increase in disposable incomes, and changing lifestyles that rival western counterparts, all provide a strong platform for growth.

Industrialization will remain a key factor, indirectly driving growth in the marketplace. Development of transportation networks, public infrastructure and new construction of commercial buildings will create certainly a commendable demand for digital signage in the near future.

Playing digital is the new age game. Here’s how.

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Long before large-format LCDs and screens made their appearance in living rooms, they were being installed in commercial venues, including sports stadiums and arenas, transportation centres, large retail malls and stores, casinos, and hotels.

Some of the screens delivered entertainment, much as any television does, but especially more recently, many were used as digital signs that deliver information such as menus, game scores, event information, and transportation schedules.

Today it almost seems odd to go to a public venue of any size and not see large, signage screen that delivers important information and advertising. Around the globe there are stadiums for teams like Milwaukee Brewers, Philadelphia Phillies, Denver Broncos, and others, and even horse racing venues including the Hawthorne Racecourse in Illinois, sport multiple digital signs that offer event coverage, scores, standings and information supporting concessionaire businesses.

Either providing up-to-the-minute content or networking dozens or even hundreds of screens together, sports stadiums are now veritable digital signage jungles. There is such a multitude of uses for screen media in this environ. Right from scoreboard information, providing up-to-the-minute details of play and ensuring latecomers to keep a track of the big match or game.

The story doesn’t end here. When it comes to even the basic-ticketing information displaying the prices and timetables for upcoming events or third party advertising to generate extra revenue for the sport’s clubs who provide large audiences for advertisers that can target everything from merchandise to fast-food offers.

While following the trail of screen media usage, the challenge that prevails in many sports stadiums and arenas is that often cold, draughty, and sometimes exposed to the elements, these screens used need to be protected.

Many sports stadiums are now looking to LCD enclosures for this very protection. These are ideal as the sports stadiums can source whatever screens and networking systems they require and can be confident that they will fit inside the LCD enclosure. The new age digital screens have more to offer, not just wooing our present but the future as well.