News

Mobile phones and digital signage

Screens leverage portable devices, the Web to add interactivity.

February 26, 2007

Fostered by their experiences via the web and on-demand TV, consumers in many countries have developed a seemingly insatiable desire for connectedness and ease-of-access to information and entertainment, anytime, anywhere.

Web-savvy businesses are feeding on that desire and, as a result, are attracting billions of dollars away from traditional advertising budgets. But beyond the reach of the PC or TV, advertisers are struggling to create measurable interact ions with consumers. For example, there have been several attempts to squeeze the web and TV experience into a mobile phone's 2-inch x 2-inch screen, but other than helping to wow customers in the phone store, these strategies fail to provide a simple or compelling user experience.

Lack of handset standardization and poor interoperability have not helped. The only ubiquitous mobile applications regularly used by consumers are voice and text messaging.

Another approach is to reach consumers where they shop, by advertising on digital out-of-home signage networks (sometimes referred to as narrowcast networks or dynamic digital display networks) in storefronts and public spaces. The price erosion of large format displays is leading to their growing use as an out-of-home medium, especially in urban centers, sports and entertainment venues, retail stores, medical settings, banks and shopping malls.

Read more

Editor's note: This white paper is provided by DecisionPoint Media Insights. Statements made in the text reflect the views and/or opinions of its author(s) only.