Despite declining hardware costs, better software, and improved flexibility, there is still resistance among venue owners to deploying a digital signage network. On the surface, it s understandable. New technology (new to some people, at least) can be intimidating. Often, the more robust it is, the more daunting it seems. Making matters worse, many of us in the industry are so entrenched that we fail to accurately describe the benefits of a DOOH solution to customers.
With this in mind, it s worth revisiting the factors that make digital signage stand apart from the pack. There are many advertising channels available, including old school media (e.g. television, print, etc.), mobile advertising, and printed signage. None can match the reach of a DOOH platform. This article will describe the unique advantages of integrating in store media within a retail environment. You ll find that some of these advantages transfer seamlessly into non retail venues.
Printed Versus Out Of Home Media: Comparing Apples To Apples
The first question most venue owners ask is, What can DOOH do for me that my printed signs can t? Their second question is usually about cost: Why would I pay so much more for in store media? Both concerns expose a few misconceptions.
First, let s address the cost of a DOOH solution compared to that of printed signs. Let s suppose we re installing a network within 50 locations. Costs will vary by need and scope, but let s put the figure at $125,000 ($2,500 per location). Assuming the hardware and software last for four years (it should last longer), that brings us to $52.08 per location, per month.
Now, let s consider the costs associated with printed signs. They need to be designed, printed, and shipped to each location. There is a cost attached to each of those factors. Also, keep in mind that a traditional sign will not last for four years. It will grow stale. It needs to be periodically replaced. Whether that happens monthly or quarterly, replacing printed signs suggests another round of designing, printing, and shipping. Again, each carries a cost. In that light, the cost of printed signs are comparable to those for a digital signage network.
Second, with regard to what a DOOH solution can do for a venue owner compared to traditional signs, digital media content is far more effective at prompting a response from viewers. The segments are dynamic; they catch the attention of passersby. Plus, the playlists can be programmed to stream individual segments to certain locations and even specific screens. That flexibility sets the stage for creating a more personal experience with shoppers.
A third advantage of digital signage is that the dynamic nature of the content allows venue owners to change it quickly. That s valuable for targeting specific audiences. For example, consider a restaurant. The manager can promote breakfast in the morning, lunch in the afternoon, and dinner in the evening. As long as the segments have been loaded into the signage media player, they can be streamed according to a preset schedule.
By contrast, printed signs have a significant lead time to installation. As noted, the signs need to be designed, printed, and shipped. Then, they need to be installed by an employee when that person has time to do so. That process often requires weeks.
Can DOOH Truly Improve In Store Sales?
In a word, yes. Shoppers respond to promotions they find engaging when a clear benefit is communicated to them. There s no need to create expensive, slickly produced signage content in order to generate a response from viewers. Simple segments that catch shoppers attention and communicate benefits suffice. What s more, the segments can be created quickly on a limited budget. That allows the venue owner to test promotions without worrying about the cost or lead time.
Given the dramatic advantages that a digital signage solution can offer to retailers, resistance is surprising. Venue owners may discover that in store digital media holds the key to higher sales.
Author Resource:
ConnectedSign is a leader in digital signage, and an excellent source for calculating return on investment of a signage system, business planning, deployment planning, hardware and software installation, content creation, and staff training. Check them out online at http://www.ConnectedSign.com
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