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More Signs of Digital Signage Adolescence |
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Tuesday, 02 January 2007 |
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Page 2 of 2 That currency –quantifiable audience metrics- is precisely what’s needed for retail digital signage to advance to the next level and take its place among mainstream ad-supported media. If Nielsen In-Store can deliver on its promise, digital signage as a medium will catapult from the media backwater reserved for funding from discretionary ad and marketing budgets into a position as a legitimate contender for top-tier advertising dollars. Immediately, it will shed the stigma that shrouds any media that come to the table without audited circulation statements or independently measured audience ratings. With quantifiable metrics, digital signage networks can stake their claim to being a bona fide media choice and one that marketers can safely choose to carry their out-of-store advertising message past the store doors into specific departments and ultimately to the cash register.
David Little is a digital signage authority with 20 years of experience helping professionals use technology to more effectively communicate their unique marketing messages. He is the director of marketing for Keywest Technology in Lenexa, KS, a software development company specializing in systems for digital signage creation, scheduling, management and playback. For further insight, download my free white paper Why Digital Signage Works. It gives a quick overview from an industry perspective on the fundamentals of digital signage. Included are some recently published findings by Neilsen Media Research on the measured impact of strategically placed digital signs. And while you are browsing our web site ( http://www.keywesttechnology.com), sign up and take advantage of our free weekly Webinars that give you hands-on experience with our digital signage software.
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