Technology Can Cut Both Ways
While new digital technologies threaten the effectiveness of traditional television advertising, interactive digital signage can amplify the impact of your marketing message.
If you’ve ever wondered how digital video
recorders and remotes challenge the effectiveness of your TV advertising
dollars, a new report from Jupiter Research may bring things into a little
better focus.
The report, “Evolving
Business Models for Television & Filmed Entertainment,” points out that
new digital platforms –like digital video recorders- will generate $5 billion
in yearly spending by 2011, but DVR commercial skipping puts $12 billion at
risk.
In other words, the viewers who record
their favorite television shows on a digital video recorder may fast forward
past $12 billion in advertising by 2011. How much of your ad budget will
contribute to that sizeable sum?
With so much at stake, it’s no wonder why
marketers are looking for alternate advertising avenues –ones that can target
their desired audience, deliver control over playback to defeat ad zapping, and
provide interactivity to engage potential customers.
Retail digital signage offers an
appealing alternative –or at least supplement- to traditional television
advertising. Delivering valuable product information and appealing marketing
messages to consumers with dollars in their hands advances the goal of your
advertising message. That’s exactly what digital signage can do in a retail
setting.
Add to that the impact of interactivity
via a touchscreen interface, and you have a technology to draw in consumers,
engage them in your message and ultimately direct their buying decisions.
Compared to a digital video recorder and commercial zapping, interactive
digital signage offers you a technology for marketing that works with you to
capture consumer attention and dollars –not against you.
Free White Paper available for download
here. 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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