Digital signage is being adopted at a global level, as such, there is now an abundance of research readily available. This research coincides with the trends that have been observed and the recent popularity of digital signage. Digital signage has been around since the ’90s and is now a common and affordable method of advertising. It has enabled businesses to create content that would not be possible otherwise and will continue to be implemented in marketing strategies.
Advertising Metrics
There has been an exploration of all aspects of digital signage but in particular, how it compares to other forms of advertising. Digital signage facts are therefore focused on key areas such as recall/retention, views, and awareness. In some instances, this is further broken down into industry/screen usages such as customer-facing and employee-facing or retailer media.
For the sake of this blog post, we will be focusing on advertiser metrics, such as impressions, retention, and awareness. The goal of this article is to present a handful of facts to showcase the need for companies to adopt digital signage marketing.
This statistic reveals that viewers who observe digital outdoor billboards and traditional out-of-home advertising are more likely to recall the digital variation. The reason for this is likely due to being dynamic and standing out amongst the noise.
Most marketers aim to increase brand awareness, and digital signage is a proven method to do so. Similar to increasing recall, by designing creatives that stand out, viewers are much more likely to become aware of your brand. By providing a talking point and unique experience, viewers are also likely to choose you over competitors, simply because of awareness.
Whilst not exactly digital signage specific, this is still relevant information. It reveals that when advertising, making use of visual information is the most effective. Ensuring that digital signage conveys visually appealing messaging is key. Creatives shouldn’t rely on large amounts of wording, and instead, focus on using visuals to get the message across.
Inline and supported by other facts, digital signage seizes more views than static displays, again, due to being dynamic. Trying not to beat a dead horse, this can be linked to digital signage to standing out amongst other noise.
71% of people said they felt advertising on digital billboards stood out more than online ads, and 46% said they were more prominent than even television ads.
This is one of the most interesting pieces of data in regards to digital signage and in fact advertising as a whole. 71% of people feel that digital signage stands out more than online advertising, and whilst there is no clear reason, we can speculate why:
Firstly, digital signage is unskippable, it “has” to be viewed, a feature that online advertising doesn’t share. This means that even if the creative material is the same, it stands out more as it is part of the physical space. Secondly, digital signage can also be an experience, as seen by more and more campaigns these days (Pepsi & Timberland come to mind). Television ads have a similar fault, once an ad break starts, we can switch channels or look at our phones. When out and about, we are looking around and being aware of our surroundings, digital signage is unavoidable and unskippable.
What Does This All Mean
These facts help show those involved in advertising the impact and importance of digital signage as an advertising tool. Digital signage is evolving and becoming more affordable, with programmatic options available for advertisers. These tools ensure the right campaigns are played to the right people at the right time. It also shows that with the right creatives, advertisers can be first and foremost in the minds of consumers, beating out the competition.
Knowing these facts, why not get started today and be part of an advertising shift and technological revolution. Contact our sales team to learn more about programmatic advertising.
