The presence of digital signage in today's retail environment is testament to its ability of exceeding expectations in retail advertising. Digital signage has grown considerably in usage and is a widely accepted form of advertising thanks to its accessibility. This accessibility comes from everyone's favorite pastime: Television. Displaying commercials between regular programming is one of the ways to drum up business for brand name merchandisers. Displaying digital signage inside the retail store increases this exposure with dynamic content targeting consumers directly surrounded by merchandise. It's a heady concept designed to fulfill the promise of the television commercial while helping to lead consumers directly to the checkout line. Conditioned to this digital media much the same way they are with television, consumers have almost come to expect some sort of digital signage wherever they go.
Dynamic vs. Static
Adjustable Height Casters
Technological advancement obviously has a hand in this relationship. Traditionally, retail establishments relied on printed, static media for their advertising (and still do to a very large extent). However, digital signage creates an entirely different effect that attracts the eye through movement. It sounds simple, but often the simplest of ideas prove to be the most powerful. When the new LED billboards started appearing on the nation's highways, the State Highway Advertising Act needed to be amended with new brightness standards. The digital billboards were that bright and attractive to the eyes of drivers everywhere. The dynamic quality of digital signage affords retailers with a powerful tool to wield inside their stores. Moreover, digital content can be changed or updated as fast as you can change a TV channel. When compared to the more expensive ritual of printing new posters for every new promotion, the savings in labor, time, and money can be a major factor.
What It Takes
The hardware required for a digital signage program in a retail environment involves three items: The TV screen, the TV mount, and the digital media player. If the screens are to be left on continuously without interruption, then commercial-rated monitors are a necessity. Rated to run 24/7, these flat screens feature special cooling technologies and more rugged housings to protect them from airborne infiltrates. Warranties offer 3 Years Parts & Labor, typical. High Definition, 1080p resolution TVs, however, are not a requirement since actual 1080p content only comes in the form of HD movies such as Blu-Ray. Since most businesses would not be showing movies, flat screen TVs with 720p resolutions are acceptable since cable stations broadcast HD content (shows and sports) at 720p.
With digital signage becoming more popular, the TV mounts industry has stepped up to the plate with a dizzying array of wall mount brackets, articulating arms, and ceiling-hung mounts. Unlike residential TVs, most commercial flat screens are mounted up high with tilt attachments pointing the screens down to the viewers as in the case of bars and restaurants. Another method of display is the floor stand. Whether planted next to this year's new car in the showroom or on the trade show floor at any convention, floor stands provide quick solutions for temporary setups. The nature of floor stands also allows them to be height adjustable for setting up in window displays or alongside merchandise aisles. Locking casters provide easy transportability.
What drives any digital signage program is the media player. Broken down into three types, they offer simple plug & play models, pre-formatted content, and multi-frame advertising networked with Live TV. As the premier method of both informing and entertaining at the same time, digital signage can be something as simple as a slide show. Insert a USB flash drive with your image or video content into a plug & play box and it sends the signal to the flat screen. More advanced media players connect to the internet, providing access to live sign channels featuring pre-formatted content such as weather, sports, stock tickers, and entertainment news that updates on an hourly basis. The added bonus of an internet connection allows the digital signage to be controlled anywhere from any computer. Media players streaming Live TV can also display custom advertising targeting your clientele. As an example, a restaurant bar can display the football game for its customers while food and drink specials run along the side of the game. This content can be rotated to show more offerings over the course of the game, impacting profit on a number of levels.
The use of digital signage can influence a customer to make a purchase on the spot. The thing to remember is you're not simply providing what the customer expects, you're looking to maximize their experience. Placing a TV in your establishment may or may not increase the probability of more sales. Instead, providing engaging content informing customers about new menu offerings or sales promotions will influence customer behavior, sometimes instantly.