Digital signage advertising is a form of marketing that uses digital displays to promote a business or product to consumers as they pass by. Nowadays, advertising is everywhere you look, and digital signage advertising gives businesses an opportunity to reach the minds of consumers as they shop for products, commute to work, or even travel internationally, using bold and impactful displays that grab the viewers’ attention. 98% of people come across some form of outdoor advertising, whether that’s an LED billboard, LED Wall, traditional display video wall, or compact digital sign. Digital signage advertising is a highly effective method of promoting your brand and products while setting your business apart from the competition.
What is digital signage advertising?
Digital signage advertising is a digital display that allows companies to communicate with their target audience. There are many different types of digital displays available, and they can be used for both indoor and outdoor purposes.
The goal is to place visual advertising in a busy area that gets a lot of footfall or traffic in order to reach as many people with your message as possible. This method of advertising is particularly useful as part of brand awareness campaigns that generate a buzz around a product, service, or business.
What type of digital signage solution is best?
There are many different types of digital displays available, and they can come in the form of LED Wall, LED billboards, traditional video walls, or digital kiosks. Each of these has its own unique advantages so the best fit for your business may depend solely on the type of marketing campaign you want to run. One thing that they all have in common is that high-impact visuals will be key to their success. Here are some of the types of digital signage advertising that you could use to get your message seen.
These are large displays made up of multiple LED modules that stretch the length of an entire flat or curved wall. The LED modules are seamlessly connected to give the impassion of one enormous screen portraying the campaign visuals. They are developed utilizing modules of LED diodes with one or more inputs that split the content for distribution across large format displays without having their own operating system.
LED walls are a great advertising tool because they attract a lot of attention and can hold consumer attention for a prolonged period. Intel found that movement in LED digital signage advertising generates 400% more attention from consumers than a static sign receives.
However, the use of LED walls is not limited to advertising. LED walls have also been used for training purposes in crisis management, real-time situational awareness, quick response times, and snap decision making and cooperation. An LED wall allows a user to: collect high-resolution active content from a variety of sources.
Image taken by Wood of an AVC Immedia 4.5m x 2.5m LED wall installation at COP26.
Digital kiosk displays
A digital kiosk display is a freestanding digital unit that can be used to display relevant and interactive advertising content. The ad may be visible on a digital kiosk when not in use, or it may be a separate digital signage display placed next to a self-checkout system that encourages shoppers to interact with it.
Tablet-style digital screens are ideal for digital kiosk displays as they are portable and lightweight making them easy to transport or relocate when needed. This flexibility of these smaller screens makes them great for retail use as point-of-sale digital signage advertising and the interactive touch screens allow buyers to find out more about what you can offer them while their purchasing intent is high.
You might use a kiosk display to highlight the benefits of signing up for a membership card at the point of sale by using interactive advertising to show shoppers what discounts they could expect to receive with a membership or loyalty card.
This method of advertising can be highly effective, and persuading, in creating loyal customers as it allows you to further influence those who have already chosen to shop in your stores.
You might even use a digital kiosk-style display as a digital menu board outside restaurants to allow potential diners to view your menu and photos of your meals.
LED Billboards are a truly tried and tested form of digital signage advertising. You’ll usually find LED billboards outdoors in areas where there is a lot of footfall, like shopping centres, train stations, airports, and so on. You’ll likely also see a few LED billboards along key routes into cities or along main roads where they could be spotted by potential customers as they drive by.
LED Billboards come in many shapes and sizes, but all have one aim – to get your message seen by as many people as possible while they’re on the move. They are a great way to reach a great number of people in a particular area and they tend to be more affordable than other traditional means of advertising.
Researchers have estimated that the average person living in the UK will see anywhere between 4000 and 5000 ads per day. This number is even higher in the US. Therefore, it’s more important than ever before that, when designing your billboard, your visuals are both impactful and memorable.
You’ll want to use bright colors and eye-catching graphics to grab people the attention as they pass by. To hold the viewers’ attention and help them to retain your message think about including a bold or comical statement. This will help to get people talking about your campaign and recalling it to others.
Digital displays are a great way to showcase your business. These can be both indoor and outdoor but they are always in areas where there are lots of people to see it. You’ll find them in stores, shopping centres, airports, on the side of bus stops, or even inside modernized buses and other forms of transport.
A digital display is like a billboard, but smaller and it often flicks through a series of ads, giving your business roughly 30 seconds to shine on screen in a recurring loop. Large companies have been known to purchase every slide in the ad loop and use it to showcase different products, services, or elements of their business.
Fast food and the food and drink industry are common purchasers of digital signage advertising screens on the sides of bus stops. McDonald’s, KFC, Burger King, Coke, and Cadburys are just a few. Companies that deal in business-to-consumer (B2C) products and services regularly use digital posters and display screens as part of their marketing strategy because it allows them to reach as many people as possible.
Image taken by Wood of an AVC Immedia digital display installation at COP26.
Over the last year, the number of businesses using floor graphics to portray a message to their customers exploded. Most of those graphics featured notices like, “keep your distance”, “2 metres apart” and “one-way system in place.”
What became apparent was that floor graphics are a great way to guide customers through a store and convey a clear message. Digital floor graphics are commonly used to help people navigate through airports, train stations shopping centres, and even retail stores.
If you want to catch the attention of your customers in a unique way that reaches them while their buyer intent is peaked then using digital floor graphics to guide your customers directly to the greatest deals, new products, and top sellers could be a great advertising tool for your business.
So which of these is best?
The best type of digital signage advertising for your company will depend on the message you want to convey and where you want to reach people. If you are looking for an impactful way to reach a large audience then using LED billboards, LED walls, traditional video walls, and digital signage displays across multiple locations within a specific area of interest would be a great way to show off what your business can do.
If you want to influence customers who are already in your store, digital kiosk displays, in-store LED walls, and digital floor graphics and messaging will allow you to highlight the products you want to promote in-store that will drive sales for your business.
So far, we have covered the different types of digital signage advertising, but there are also different technical methods of displaying your ad content. Let’s take a look at some of the ways you can utilise technical methods of display to improve the effectiveness of your ads.
Dynamic digital signage
Dynamic displays rely primarily on LED, UHD digital signage software to display advertising loops that include a range of content. The content is displayed according to a predetermined schedule and length based on digital display best practices. This display technique utilised in the retail, healthcare, and fast food industries. A dynamic ad format is generally cheaper than static signs because you are paying for screen time and the more you have, the more coverage brand exposure you’ll get.
Most digital advertising screens that are used specifically for advertising will feature LCD panels with a high level of brightness and digital signage software that integrates CRM modules for customer and contract administration, as well as billing functionality. These systems generate enhanced display reports (sometimes known as “proof of play”), which are required by advertisers and their agencies who spend a lot of money to deliver ads.
Automated digital signage
Automated digital signage is less well-known, despite the fact that it has been used in residential real estate for over 15 years to advertise houses for sale or rent. In public transportation, automation is also quite common, with schedules indicating when the next trains or buses will arrive. In factories, automated digital signage is becoming more common to display performance indicators such as production measurements, quality metrics, and health and safety messages.
Its popularity has grown in recent years as a result of a rising number of urban projects and “smart” cities. Automated digital signage is distinguished by its reliance on cutting-edge digital display technologies based on the latest standardised HTML5 languages, which incorporate open data and interoperability concepts.
Interactive digital signage
Demand for interactive advertising campaigns in recent years has driven the digital signage market to develop new capabilities. Interactive content can be used in outdoor advertising, including LED billboards and large-format UHD digital displays, as well as interior applications like shop windows.
The purpose of this style of advertising is that people can directly interact with your message and your visuals will respond to the users’ actions or other specific parameters such as temperature, or time of day.
This is a great way to create an immersive experience for people and can be very effective in getting them to take notice of your message and retain it.
5 ways digital signage advertising can promote your business
Reach new audiences
Digital signage is a great way to reach a broad audience with a brand awareness campaign, particularly if that campaign is specific to a certain area. The signage is strategically placed in high-traffic public spaces that will enable you to reach as many people as possible with your message.
For your message to cut through the noise, you must first attract the attention of your audience by displaying a visual ad that is bold, evocative, and memorable. Your message should be clear, concise, and catchy. If you really want to get people talking about your campaign, utilising humour and wit go a long way.
The more people you can reach, the greater your brand awareness campaign will be and the more people you will be able to convert into customers. Research has shown that 83% of people admit remembering a digital advertising screen they saw within the last 30 min of going shopping.
Highlight a product or service
The promotion of products and services is one of the most common uses of digital signage for businesses. Part of building brand awareness is showcasing what it is your company does best and what sets you apart from the competition.
Digital signage advertising is a fun, creative, and visually stimulating way to showcase your products and services to a vast audience of consumers. As mentioned earlier, they are often used by B2C companies to promote products that have wide appeal. The food and drink industry is a perfect example of this.
You could also use digital displays to promote your latest product range by using images and videos that depict your product in the best possible light by highlighting its unique properties in your advertising content.
This style of advertising gives your business an opportunity to create an emotional connection with potential customers and encourage them to take the next step, whether that’s enquiring about a product or service, or visiting your store.
Digital signage advertising helps you get the most bang for your buck
Digital signage advertising is more accessible than ever in this economy. This form of medium is often less expensive than print or digital marketing, and it provides more powerful effects on a lesser budget, making it an excellent alternative for small businesses or practitioners with limited advertising budgets to display your marketing content.
When you purchase media space on digital advertising screens, you are purchasing both the location and the duration of the campaign. The amount of time your ads are visible to customers is crucial in establishing brand recognition.
What’s more, billboard advertising has been proven to cost 80% less than television advertising, so if you are looking to reach as many people as possible without breaking the bank, digital signage will make the perfect addition to your marketing campaign.
Digital signage can elicit a response from consumers
Research has shown that consumers respond positively to digital signage ads.
Billboard advertising and other forms of digital signage are synonymous with strong, reputable brands. Getting your companies name on the big screen positions your brand in the major leagues among a range of businesses that are trusted by consumers.
It’s no surprise that, given the connotation of trust and legitimacy associated with digital signage ads, customers are driven to respond to these marketing campaigns. Over 60% of consumers take action after encountering advertising content on digital display screens.
Responses to an advertisement include visiting the company or store to inspect a product or inquire about a special sale, visiting a website displayed on an outdoor advertisement, having a conversation about the ad, recommending your brand to another consumer, or calling the business.
Some digital signage companies may use integrated enhanced display reports and research to track data including, footfall, exposure, the time displayed, and actions taken. With this data, you can rest assured that your marketing expenditure will produce a positive return on investment and generate revenue for your business.
Increasing sales by maximising exposure
Our final thoughts
With digital signage advertising, the possibilities for furthering your brand and promoting your products are endless. Available in a variety of mediums (such as LED billboards, traditional video walls, digital signage, and point-of-sale digital kiosk advertising), the possibilities for furthering your brand and promoting your products are endless.
You can also use digital advertising screens as part of your in-house communications strategy to notify both clients and employees about corporate developments. Digital signage is a fun and creative way to communicate with individuals using bright digital signage displays to grab their attention.
There are many different ways that digital advertising screens can be used to promote your business. It is important to consider what type of digital signage will reach your target audience, as well as the message you want to convey.
Using an expert AV company to place your digital media content where it needs to be and when to get the most out of your campaign saves you time and money that can be put towards other marketing efforts. Digital Signage content campaigns can also benefit by being scheduled months in advance, this allows marketing departments to plan well in advance. Digital Signage software technology now allows marketing departments to obtain excellent data capture of the effect their campaigns have in high footfall areas. Our digital signage installation professionals are experienced in creating unique digital signage solutions that will elevate your marketing content to new heights.
Digital Signage Advertising can be used to promote your business by making sure that customers notice it and understand how your brand can benefit them. At AVC Immedia, our team can help you with this process if needed so don’t hesitate to get in touch with us.