Piggyback Power Goes Digital

When executed properly, digital signage messaging can leverage the position of television in our society to inform, inspire and motivate.

NASA scientists are considering a plan to piggyback future astronauts on –or even inside- asteroids orbiting between Earth and Mars to shield them from cancer-causing space radiation during trips between the planets.

While the proposal has some disadvantages, it offers the space agency an appealing, elegant way to sidestep problems like building a rocket big enough to boost heavy, man-made shielding into space as part of spacecraft.

The plan draws on an ancient concept: Piggyback on –or inside- a more powerful object to get to a desired destination. Whether it’s buckling up in our cars, riding an elephant into battle after traversing the Alps, or climbing into a hollow wooden horse and being rolled up to the gates of Troy, the concept of piggybacking has a proven track record for success.

In the world of digital signage, piggybacking plays an important role. By their very nature, plasma screens and LCD panels look like TVs. Put top-quality video, graphics and animation onto those displays, and suddenly the message and its medium piggyback on the position and presence of television in our culture.

Just as television can inform, motivate and inspire its audience to take action, so too can digital signage. In a retail setting, doing so may be as simple as informing shoppers about sale items or as sophisticated as creating a mood and ambience that builds comfort and receptivity to new fashions or other merchandise.

Simply throwing a message up on an LCD or plasma panel doesn’t automatically leverage the public’s familiarity with TV. However, when executed properly digital signage messages that exploit the look and feel of television can piggyback on its stature in our society to cut through the noise and deliver powerful messages to customers that otherwise might be ignored.

Download my Free Digital Signage White Paper that gives further insight. Why Digital Signage Works 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.

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