There is no question about the superiority of digital signage over traditional media. However, the more important question we should focus on is just how far ahead it is, and what the impact of digital signage is on today’s world.
With a brand new year ahead of us, let’s take a quick look at the past and see just how far digital signage has come, and perhaps more importantly, how far it is going to go in the future. Additionally, it’s important to keep the bigger picture in mind and understand the status of the digital media world overall.
#1 Higher sales, brand awareness and ROI
Studies from various industries have established the power digital signage has over printed content. For a start, it is more eye-catching and far more effective at transmitting information to the target audience. These obvious advantages aside, let’s take a look at some specific statistics and numbers:
- On the subject of its eye-catching power, digital signage captures 400% more views than static signage.
- On the subject of sales, through the use of digital signage, 80% of brands experienced up to a 33% increase.
- When it comes to brand awareness, the impact of digital signage is high, allowing 55% of travellers recalling a message they’d seen on a digital billboard.
Perhaps one of the most important features of digital signage is the fact that viewers don’t merely glance at the message—they engage! This advantage alone leads to many others, such as the viewer remembering the content more easily, motivating the viewer to perform an action, or even provoking an impulse buy.
#2 It is not only more effective, consumers prefer it!
It is hardly surprising that customers find interactive digital displays an interesting commodity when they’re visiting a store. In fact, an estimated 53% of shoppers prefer to research the product in-store. More importantly, digital signage has influenced the preferences of the consumer in unexpected ways.
A recent study of over 2,000 people established that in the UK, on average, 31% of the public watches digital displays while shopping. This digit rises to 43% in London where the number of displays is higher.
What’s more interesting is the finding that 13% of the public found the content on the displays extremely interesting, influencing them to visit the company website. Meanwhile, 15% stated the advertisement was an encouragement to visit the store. This is a clear sign that digital signage isn’t only more effective through its technical advantages, it is also preferred!
#3 OOH leaves traditional media in the dust
Digital signage is only one extension of the out-of-home advertising world. It can be used in many ways, but it’s important to see the bigger picture and to understand the status of the digital media today.
Digital media has become the number one category in advertising where 54% of advertising sales are conducted through impressions and clicks on mobile devices. This is in great part achieved through the competitive advantages of out-of-home advertising.
- OOH cannot be skipped or blocked, which is an ideal advantage in a world where advertising avoidance is practically second nature.
- OOH is expanding to brand new environments which traditional media can hardly hope to reach: gyms, offices, taxis, bars etc.
- OOH helps in targeting customers easily, as well as reaching them through interconnectivity with other digital media outlets. Additionally, OOH offers an easier method of bringing customers into the purchase funnel.
#4 According to survey, 61% of media planners included DPB/DOOH in their media plans
Based on its rate of development, the current level of spending on digital-out-of-home (DOOH) and digital place-based (DPB) advertising is expected to grow in the near future. According to the Digital Place Based Advertising Association (DPAA), there are three key reasons for including DPB/DOOH in media plans:
- Connecting with consumers on the path to the purchase
- Reaching a specific audience.
These are only some of the findings from DPAA’s eight annual media planners survey, including data on the rising status of digital media. Based on the findings, the survey recommends the focus of the DPB/DOOH industry be shifted in a different direction. For a start, providing data on audiences to ensure easier targeting, as well as developing technology to empower targeting and measurement.
DOOH vs traditional media? The superiority is obvious, and now you have a much clearer insight into the impact of digital signage in the advertising world.
In conclusion, the elementary advantage of digital signage over traditional media is its versatility. It acts as a conduit for complex strategies which can help a business reach its heights. Traditional media can do the same but up to a certain limit. Meanwhile, digital signage is still seeking its limit, which is evident in the fact that its rise hasn’t yet dwindled.