17. March 2022
In case you visited a mall within the last two years, you might have noticed, besides the growing offer of products, that more digital billboards are presented. It are almost inconspicuous displays which either show current offers or information. But not only malls take advantage of digital billboards. FRAMR reports about the trend and the advantages.
Digital Signages: Perfect for advertising | © Mathias Arlund
Digital ad displays are screens which show all types of content. Not necessarily advertising because the usage depends on the company's purpose and their customer behavior. The displays are connected to a software to show either video or picture content. With the support of a computer, the content is created, saved and then displayed on a screen device. The usage of a cloud makes it possible to display contents without an internet connection. The right term for digital billboards is “Digital Signage Solutions”.
Digital Signage isn’t something new on the market but yet, not all companies have taken advantage of it so far. Many businesses see digital signage as an expensive way to advertise their services and products that won’t win them new customers. But only one of these assumptions is right: It’s a way of advertising. And it’s successfully used by businesses of all sizes. But why should you consider using a digital billboard for your business?
The advantages of digital signages are:
Saving costs in the long term is an often overlooked fact - buying a digital display might seem expensive at first but the investment is worth it in the long term.
-> Article: What is a digital blackboard?
When thinking of advertising, most people see pictures and videos in front of their eyes. However, that defines the general use of digital signage systems because all contents are displayed as either videos or pictures.
Interesting are the features. The usage of high quality software makes it possible to show RSS-feeds, audio tracks, the weather, calendar, stock courses, social media icons, websites and PDFs. With the rising demand the supply also increases from time to time through which the usage of digital billboards expands.
Switching to digital signage solutions leads to the question why the classic method is less efficient in terms of costs. We prepared two examples to compare classic advertising methods with digital billboards.
Business 1: The company uses advertising banners and is convinced that digital displays are not worth it and too expensive. The advertising poster costs much less. After five years the company takes a look at the created costs and determines: To provide video and picture content based on latest trends, regular costs for design and print are created. Also, staff is needed to attach the advertising poster which creates costs as well. Besides the financial factor the business owner also realizes how long the creating and delivery process of the poster takes. The missing flexibility makes it almost impossible to react fast on current trends and wishes of the target group.
Business 2: The owner of a mall knows how beneficial it is to stay flexible with advertising because new fashion trends dominate the market and the target group follows these trends. Therefore, the owner invests in a digital ad display along with good software. All in all, the investment costs 2.000 €. After five years the owner realizes that the investment was worth it - he can display the contents he wants and is flexible in creating them based on current trends. The owner needs content provided by a professional designer but costs for printing, delivery and staff weren’t created. Other than that, he is more flexible and sets a good example for other companies to follow the digital trend.
The advantages are clear: Digital signage software is more sustainable, cheaper in the long term, content is more flexible and businesses follow the digital trend which makes them stronger than their competitors.
Thanks to the billboards, businesses are given the opportunity to place their advertising where they want, even in store windows. Advertising banners don’t leave a good impression and barely win the attention of passengers. Digital displays on the other hand provide a modern appearance and have a higher recognition value.
That results in some kind of a domino effect. A digital store window awakens the curiosity of passengers and therefore it’s more likely that they visit the store to buy something.
Not only useful as store window: Digital Signages are versatile | © Nastuh Abootalebi
-> Article: User Experience: How to improve it in 2022
The flexibility of digital signage software creates the opportunity to place outdoor advertising. As good as that sounds, it also comes with the question how safe it is. Producers of digital displays are aware of customers' needs and also consider aspects of safety. A high quality display is safe from vandalism and small fires.
Target group oriented marketing is the key to success in 2022. Businesses are aware of their competitors and try to reach the right people with their offer. Times of trying to reach all people belong to the past, therefore it is even more important to know the target group.
Digital ads displays show content and reach the right audience. Thanks to that, it’s easier to fulfill the wishes of customers. That makes people more curious and is beneficial for selling numbers.
To be fair, that sounds more like a theoretical approach but it proves itself in a practical way too. Thanks to more flexibility, advertising can easily be adjusted throughout the day. With digital signage software, businesses are given the possibility to adjust their advertising to different target groups in the morning and the evening. This combination of advertising and informative content offers a big amount of possibilities to reach new customers.
Therefore, digital displays are relevant for customer retention but primarily for winning customers.
So far, we’ve only talked about advertising. This might be the main use of digital displays but one way to use it shouldn’t remain unmentioned: Internal communication.
Content creation is flexible and with that, the possibility is given to display information. Many doctors offices use digital signage systems successfully as a source of information. Considering that, it makes sense to use the displays in such ways. Between executives of businesses there is a constant exchange of valuable information but reaching all employees is difficult.
Internal ways of communication centralize this process - decisions, legal changes and news can easily be shared with a digital billboard.
You can only make predictions about the future. However, we do see that there is a rising trend leaning towards digital advertising - displays take a huge part here. There is a potential use in every mall, train station or doctors office. Basically, the question shouldn’t be if businesses can take advantage of digital signage - instead the question should be how long it will take to complete the change of direction.
Also interesting is the development in content creation and design - in the end it’s not only about the displays but also the opportunity to provide content. Stocks courses, RSS-feeds and audio streams are added to displaying videos and pictures. A wide range of colors makes the content appear attractive and the constant development of software gives content creators and designers more space in terms of creativity.
Digital ads displays work! Businesses save time, money and the advantages regarding flexibility as well as content creation are good reasons for an investment. Who’s already interested, should not forget about the versatile use - digital billboards aren’t for advertisement only, they also provide information.
Following, we answer the most frequently asked questions related to digital signage solutions.
Besides a display you also need a high quality software to display content. Other than that, you need someone to create the content.
With the usage of sustainable and digital methods, businesses set a good example. It also saves money, time and provides more flexibility.
Digital displays are safe from vandalism and small fires.
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