Today I started working in a new office in London. It’s a media agency … a BIG media agency, so big that I never imagined to be able start work into one of them.
During lunch time I met some of my new colleagues, and despite I won’t be suppose to work with them and so with traditional marketing, I had a nice interesting chat with one of them and understood a fraction of it in terms of traditional advertising on digital devices. It has been interesting, but just to be sure to be able to remember what he said, I wrote this short post for my future reference, so sorry if you don’t find it interesting.
Digital advertising is the most popular and innovative source for advertising and is one of the easiest to monitor the results and deploy.
There are two types of digital signage, one for indoor use and the other is for outdoor applications, within these two categories they can be split further, so let us look at the solutions available.
Indoor digital signage
These electronic signs are used in reception areas, restaurants as digital menu boards and in colleges providing information to students.
These are the most cost effective solution being an actual High Definition screen with an inbuilt media player that plays the content loaded on a memory card. These are readily available and have almost no deployment cost as there is no need to install a network, this has one draw back they have to be updated manually using a USB flash drive. These are also referred to as an all-in-one digital display.
Digital Menu Boards
These comprise of an LCD display and a media player that is linked to a network, this network can be wireless, GPS or hard wired and facilities the remote update of content, prefect for a large network of screens with content that needs constantly changing – such as in restaurants and bars.
Outdoor Digital Signage
These normally comprises of LCD screens, media player and an LCD screen enclosure and are placed in areas outdoors that are open to the elements, potential vandalism an theft.
The benefit over any other advertising medium is that the content can be changed within seconds and the signage updated, promoting your product. For example, should the weather change and a store has an over stock of umbrellas you can quickly update the content and offer customers the bargain of the day – your umbrellas. Compared to printed advertising by the time the ad went to print the weather would have changed.