Chapter 1 | Why the old ways don’t work
Decline in TV viewership
Are newspapers passé?
Radio also takes a hit
Chapter 2 | Why digital signage is an effective alternative to traditional media
Relevant, specifi c and immediate
Chapter 3 | The power of getting it right at retail
Flexible and changeable
Land of the impulse purchase
Content is still king
Location, location, location
Trust before commerce
Chapter 4 | The psychology behind enhancing the customer experience with digital signage Giving customers control
A win-win situation
How people shop: The basics
Conclusion | What the future holds
The smaller, the better?
Appendix | Related materials from Digital Signage Today
Targeting 21st century consumers, Part 1
Targeting 21st century consumers, Part 2
Targeting 21st century consumers, Part 3
Direct marketing has long been advertisers’ ideal method of reaching consumers. In earlier times, advertisers had to settle for the “shotgun blast” marketing approach: Send a general message out to a large group of people, and hope it sticks with as many members of that group as possible. But that was a hit-or-miss approach. Advertisers greatly prefer to send customized messages tailored to the specific needs of individual consumers — in essence, reaching one person directly as opposed to reaching the masses indirectly.
And digital signage offers advertisers the best opportunity yet to market directly to individual consumers.
“It’s the first time we’ve truly been able to institute the principles of direct marketing,” said Laura Davis-Taylor, founder and principal of Retail Media Consulting Inc. of Atlanta, a consulting fi rm that specializes in digital signage strategies.
Consequently, digital signage is catching on quickly and gaining the attention of both retailers and consumers.
So what is digital signage?
The simplest example is a flat-panel television screen, often evident in stores such as Target or Wal-Mart, that features a mix of promotions, advertisements and entertainment.
“It’s more than just advertising,” said Bill Gerba, chief executive of Wirespring Technologies, a Fort Lauderdale, Fla.-based company that provides hardware and software for digital signage. “It’s an umbrella term for any remotely managed asset used to display content in an out-of-home environment.”
Digital signage is visually dynamic, targeted, flexible and affordable.
“It’s really an advertiser’s dream,” said Scott Birnbaum, vice president of Samsung Semiconductor’s LCD business.
And best of all, digital signage is just beginning to tap its true potential, Birnbaum said. “We think it’s a huge market still in its infancy,” he said.
As digital signage begins to harness its potential, advertisers, retailers and consumers are reaping the benefits.