Digital signage - recommendation
Recommendations are meant to be for outdoor contractors and advertisers in order to use digital posters as effectively and viably as possible.
1. Follow rules of a good poster. Whether poster is digital or paper one, it has to be simple, bold, and big enough with one dominant image with contrasting colours in order to seduce passer-by in very short time to absorb it, create a desire and subsequently sell the goods.
2. Do not overdo it with digital posters – keep them rare. It should ensure their newness and should not become ordinary overtime. For example London Commuters have high levels of ad avoidance of outdoor advertising because they are bombarded by it every day.1 Do not bombard consumers with digital displays everywhere only in prime locations otherwise they will get use to it and avoid it. Subsequently digital posters may loose its edge over paper posters.
3. Displayed digital ads should not flick through too quickly. It confuses audience. Always display digital ad which is long enough to be easily viewed by passer-by.
4. Bernstein argues outdoor’s income growth will be determined by the price it charge for the limited ad space of higher quality.1 Our recommendation is to deploy more digital posters only in premium locations to significantly increase industry’s revenue.
5. As attention span decreases advertisements should be made shorter and become simpler. But take advantage of digital content and create powerful and captivating ads. It is new and changing market (digital outdoor) and the industry is still learning, according to McEvoy.1 Do not hesitate to experiment with digital ads.
6. Digital ads are most effective when displayed at the right time in the right place to the right audience. Digital outdoor advertising has the potential to combine and improve all there of these elements.1 Advertisers should know their targeted segment of consumers before using digital outdoor. Our findings suggest digital posters are most effective targeting consumers under 30 years old.
Conclusion
Outdoor providers do not need to be persuaded about digital billboards’ benefits. But the public has to be persuaded of its benefits.1 Our study has outlined the strong impact digital displays have on the audience. It has suggested that digital posters are effective channel for advertising. People tend to remember an ad. Therefore they recognise the brand. The brand may seduce consumer and create a desire for product/service. Subsequently this may lead to purchase of advertiser’s product or service. This is, at the end of the day, the main purpose of outdoor advertising.
Sources:
Benady, D., (2007) “Take it outside” in the Marketing Week, issued 22nd March 2007, pp. 31
Bernstein, D., (2004) “Advertising Outdoors Watch This Space” in London, Phaidon Press Limited
Brassington F., Pettitt S. (2005) “Essentials of Marketing”, Harlow, Pearson Education Limited
McEvoy, D., cited in West, R., (2007) “Outdoors’ digital awakening” in the Marketing Week, issued 27th September 2007, pp. 48
Online sources:
Fuller, S., cited in CBS Outdoor, (2005) “Digital Posters really do captivate London Underground travellers” [online], http://www.cbsoutdoor.co.uk/web/Current-news/Newspage-UK/Digital-Posters-really-do-captivate-London-Underground-travellers.htm, (accessed 13th February 2008)
Outdoor Advertising Association of Great Britain “Reasons for using billboards” [online], http://www.oaa.org.uk/default_frame.asp (accessed 10th November 2007)
