Showing posts with label Blind. Show all posts
Showing posts with label Blind. Show all posts

Friday, October 6, 2017

Common Blind Spots Of Digital Signage System Advertising

Common Blind Spots Of Digital Signage System Advertising

Digital Signage Systems, in the form of LCD, LED, plasma or projected images, are used for information or advertising purposes. The advantage offered by digital signage over fixed or static signage is ease of content, targeted messaging, time-content synchronization and eventually superior ROI on ad spend. However, given that this medium is a technological one, there are certain blind spots that can make or break an advertising campaign.


Blind spot #1 Location


Before installing, one must make certain considerations, such as permission from local and civic authorities. Inadequate space for installation can be a problem if not factored in early. Finally, poor visibility can defeat the entire purpose of the display. For example, earlier in-store signage was usually suspended from the ceiling. These were easily missed by customers who would walk under the signage without ever looking up.


There needs to be a clear focus on the importance of the message, instead of being fascinated or too involved with the technology. Careful surveys of effectiveness during trial runs can iron out issues that might crop up during the actual campaign.


Blind spot #3 Content


Updating the content on your digital signage system is as vital as determining the content mix and the objective of the content (increase brand awareness, footfalls or sales, etc). It is said that attractive signage actually creates an appetite for fresh content in the consumer. Repetitive content is the easiest way to allow your customers to lose interest and turn a ‘blind' eye to your message. The days of endlessly looping a television commercial on signage is a very narrow vision of the possibilities of digital signage. This is a natural expectation from a dynamic media and should be respected.


Blind spot #2 Equipment


Equipment expense is usually a bugbear for most people. However, selecting a digital signage system based solely on price can prove to be an Achilles heel in the long run. Inexpensive options might not last as long as more costly equipment does. Reliable software, displays and controllers can get the message across more consistently. On the other hand, investing vast amounts on technology will prove useless if your content is basic and repetitive.


Equipment restrictions have declined with advancements in technology. Current signage systems are of the ‘plug-and-play' variety and can easily be connected and the content can be updated from remote locations as well.


Always keep in mind the objective of deploying signage - be it brand building, information dissemination or traffic increase.



For more information on how to efficiently leverage a digital signage system, visit Agsindia.com. This firm offers technology-based solutions for not just the retail industry, but for the banking industry, the petroleum industry and postal services.