Remember the Consumer

Much has been made of the benefits digital signage offers marketers, but to truly succeed don’t forget the context in which digital signage viewers will see your message.

Successful marketers know their ads exist in a context that enhances the value of their message to consumers. For instance, a billboard lets Interstate drivers know a gas station is at the next exit. Or, a print ad for a high-performance CD player runs in a magazine with a focus on high-tech gadgets. Even the nightly news has commercials relevant to its audience. Who doesn’t need an antacid or hemorrhoid relief after plugging into the latest news?

The same is true for successful digital signage ads. To succeed for the marketer, digital signage ads and messages must deliver value to the consumer. A new free guide from KioskMarketplace.com and SelfServiceWorld.com entitled “Digital Signage and One-to-One Marketing” sheds light on the value proposition digital signage delivers for consumers.

Digital signage captures the attention of consumers and focuses it on a product feature of retail special, it advises. Digital signage also combines all of video, graphic and text tools at the disposal of marketers using other media to convey clear messages to consumers and keep them entertained, according to the report.

From delivering an appeal message at the point of purchase to customizing a marketing message for a specific place and time, digital signage offers significant benefits to marketers and retailers. But for the emerging medium to flourish, marketers would do well to deliver on the value proposition of digital signage for consumers: make their shopping experience better than it would have been without the presence of the digital signs.

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