Why Should a Business Owner Consider a Digital Signage Network: A Million $$ Question

In recent years, many business owners have made a leap of faith and ventured into installing a digital signage network in their real estate. Many of them failed, some succeeded, some – succeeded big time. The prospect of boosting one’s business with digital signs is so enticing that digital signage suppliers are being overwhelmed with inquiries from small, medium and large-size enterprises. While the general idea is pretty simple – install screens, attract attention, promote-upsell-cross sell, the actual business models, content strategies and implementation tactics are still being tested by trial and error, causing a lot of entrepreneurs to sit on the fence until clear cut recipes for success are easily available.  

Ken Borusso of Visual Incite published a very useful article in digitalsignagetoday.com on why should a business consider digital signage and how it is different from TV.

Here are a couple of insights from the article:

- While some business owners are undecided about the value of digital signage, large broadcast media companies have been acquiring and consolidating network ad space for the past two years.

- The value of digital signage CPM is much higher than that of broadcast media, even though the numbers are comparable. Digital signage delivers viewers who are prequalified by targeting, are less distracted, are near the products advertised, and are more likely to make a purchase.

Ken also explains the difference between broadcast TV, cable TV and digital signage programming models.

This is a great update on the subject BroadSign’s Brian Dusho wrote about in 2005: Loop Vs Playlist: How to target Your Digital Signage Audience.

You can read the full article by Ken Borusso here.

 You can also find the Power Point Show of BroadSign’s presentation on a similar topic at Screen Expo Europe 2006 here.

Add comment September 11th, 2008