The Critical Moment
Part Two
Until the advent of Digital Signage displays, point of purchase or billboard advertising has virtually be unchanged since the conception of advertising, you hang up a sign with your offering so people can see it. I think there are more things in common between static and digital signage than differences. Both mediums can be used in basically the same venues. We are less likely to install Digital Signage everywhere because of the cost but I am sure they would share a lot of locations. One true advantage with digital over static is digital has an unlimited inventory of advertising thus touting the green effect. This becomes a critical advantage at Point of Purchase where the demand for a prime location is limited. Static signage does not have the attraction factor to draw the attention of the viewer. It is a primal human response to react to motion and this is what digital signage creatives capitalize on. Print in any form has a high cost associated with development, printing and distribution, creative costs would be similar. With the high cost of distribution and the added costs of destruction and disposal, not to mention the huge environmental impact, this modestly effective medium is loosing its value to the advertiser. As I mentioned earlier there are dollars migrating in from other less effective mediums.
Advertising mass publications cast a very wide net as far as targeting your demographic. You will reach your target but you are spending a lot of money to reach everyone even though your demographic is a small part of this all encompassing reach. The only way to target in mass media is to use a section or program that is dedicated to a specific market. The best way to target your demographic is at Point of Sale.
What we have learned from conventional advertising is, as an advertiser you want to know:
-
your target audience can see your advertisement
-
we want to know that the content is in place and the visual is there to ensure a lasting impression.
-
we need to know the audience will see the message
Any breakdown in these items will lessen the affect.
Let's take a quick look at comparisons between Print, Static signage and Digital Signage.
It is clear who is in the winners circle. Colour and Motion are the two critical elements that make Digital Signage effective. In this industry unlike others, our displays capitalize on the primal human response to motion. Our advantage with a digital display is that it will command a response from the viewer if the criteria for screen placement are met.