As the modern world grows ever more technologically advanced and ever more interactive, the traditional world of print based advertising is becoming less effective as a marketing and promotional tool. Even the seemingly dependable sphere of television advertising adapting as consumers access content whenever and wherever they choose with the rise of the Internet and video applications such as YouTube and the iPlayer and viral videos become more integrated into traditional advertising methods.

To combat this, more and more businesses are turning to the bright and ever expanding world of digital signage and multimedia to appeal to the distracted masses.

ADVANTAGES OF DIGITAL SIGNAGE

So why use digital signage and multimedia ? There are a number of advantages to upgrading to a digital marketing platform, one being cost. Why pay for multiple static displays and store fronts when one, well located, eye-catching, digital screen can cycle through multiple videos, animations, posters, advertising messages in an endless stream of promotional content to users and reducing advertising and retail space costs?

Similarly, digital signage also offers advertisers the chance to provide more individual and tailored marketing to specific consumers and demographics. In Australia there has been development in digital signage equipped with sensor technology to detect temperatures changes and advertise accordingly; i.e. cold drinks and ice cream products in warm weather.

Outside of the more commercially focussed reasons, digital signage also allows for an incredible amount of creative and technical expansion; creating vivid and truly innovative concepts and structures on which to advertise. Some examples of these include this transparent LED display case from Korea; capable of projecting marketing information and even video content onto the translucent screen.

Similarly, in Australia, the Queensland University of Technology have installed a large interactive aquarium known as The Cube, to engage younger consumers with its educational project, in a more hands on and visual way.

The key to effective digital signage is making the content unobtrusive, compelling and most of all interactive, rather than bombarding the customers with a plethora of marketing material and commercials.

SOCIAL SIGNAGE AND INTERACTIVITY – SOCIAL MEDIA

One of the biggest advantages of digital signage is its potential as a platform for social media interactivity. Upgrading to digital signage can transform an ordinary brick-and-mortar storefront into a social media smorgasbord, integrating customer response data from live Twitter and Facebook feeds, to create a totally interactive retail experience and a great way to build future audiences and customers.

Dubai airport are currently trialling the use of holographic, ‘virtual customer assistants’ offering passengers travel and security information in a number of languages. The concept is simple, but effective; providing a human face to what could simply be faceless data.

FUTURE FOR DIGITAL SIGNAGE?

So what next? The market is expanding rapidly, the industry estimated to grow to $17 billion by 2017. Expect to see digital signage popping up much more often in retail environments, expos, supermarkets, even restaurants. Also expect a lot more touchscreen integration and a lot less face to face interaction in store as companies look to integrate tablet and mobile devises into the shopping experience.

For more information on how we can take you on your own Digital Journey contact Lovelove Films on 0044 (0)1202 537858 or email us at info@lovelovefilms.com

Written By Alex Bradley Stocks