Digital Signage: Take a Look at Its Use and Effectiveness across Industries

IndustriesIn the last few years, there has been a tremendous increase in the rate of innovation in promotional technologies, especially in display signage. The digital signage market has gained tremendous momentum. A significant increase is noticeable in demand for digital signage, especially of the interactive kind, in restaurants and retail.

Digital signage: What is it, what is its aim and how is it faring?

You might be wondering, why digital though! It is important to understand the power of this type of display to fully grasp why it is gaining increasing importance across industries. Digital signage primarily concerns itself with building brand awareness through delivering relevant information in a bright, interactive manner. It also puts much emphasis on increasing operational efficiency as far as the promotional aspect of a business is concerned. The ultimate aim is to generate a high return on investment without having to wade through the ever existing noise and clutter of the competitive marketplace.

Did you know that, according to research data, the digital signage industry is all set to reach the excess of $20billion by 2020? It would not be wrong to say that many businesses have already started to deem digital signboards as a necessity rather than an option. It is also noteworthy that this type of signage has a recall rate that is significantly higher than the recall rate of any other form of traditional advertising. According to an Arbitron report, 83% people remember at least one digital sign that they had glanced at in the last thirty days.

A look at how digital signage can be used in different industries will make it easier to understand how effective it is:

Corporate: In a corporate setting, internal communications is of utmost importance. Smooth internal communication helps each member stay up-to-date about happenings in the company, latest news, and announcements. Corporate messaging, booking of meeting rooms, emergency announcements and latest figures can be instantly and smartly displayed on the screen. It is interesting that electronic message boards capture around four hundred per cent more views than their static counterparts. Thus, business owners can ensure that everyone is informed about the critical updates.

Restaurants: Many restaurants have already implemented this form of advertisements both inside and outside their premises. Mostly, these boards display menus. Smart marketers include information about calories, possible allergies, offers, and discounts on these boards. Digital boards boost up the sales by at least five per cent. More than seventy per cent customers say that it is easier to go through menus and choose from combos when these are displayed on big screens. It is to be noted here that much depends on how the content is displayed on electronic displays. Thus a bit of experimentation with menu sizing and content design is required. Placing electronic boards on driveways also encourages passersby to enter restaurants and give their offerings a try.

Retail: At least eight of ten customers enter a store because a sign has caught their interest. It is evident that digital signage, even window signage, is quite the powerful medium that influences people. There have been cases where retailers have enjoyed more than twenty per cent increase in the footfalls in their stores after they had installed digital signage. Brands even report that digital boards often encourage people to go shopping, even if they had no previous plans to do so. Then there is the matter of waiting in lines. Nobody likes to wait for too long in checkout lines. However, digital signage can shorten perceived wait times by more than thirty per cent.

Education: This type of signage is helping to change how education is imparted. Electronic boards make it easier to display announcements, timetables, lunch/dinner menus, emergency information, test schedules, team scores and more. As fast and legible information is presented in an eye-catching format in real time, it has higher viewership and better use. You can choose to display the data on all the boards installed in the premises of an educational facility with just one click.

Finance:This is an industry that sees changes and updates quite frequently. To ensure that staff and customers are adequately informed about the latest changes, digital signage is often used. Banks use these signs to communicate vital information.

Healthcare:Besides conveying valuable information about health programs, appointments, schedules and so on, digital signage helps immensely with queue management in healthcare facilities. These boards are often used to keep patients, and their relatives distracted, which reduces their anxiety levels and helps them to stay calm. Reducing psychological stress can contribute to achieving better healthcare experience.

There are certain factors that you must keep in mind when installing digital signage for your business. You must place it in a place where it is most visible. The height and size of the board should be just right to make the content easily readable. The content should be designed and placed attractively. Besides having an aesthetic design, the content must also have enough relevant information that interests the viewer. If you are using videos, make them short, preferably of around fifteen seconds, to keep the audience hooked for the entirety of it. Make sure that the board does not have a technical glitch. If it keeps turning off and on, chances are more viewers will turn away from it than not. Also, check that the commercial grade displays that you are using are purpose built for extended use; has excellent durability and visibility. The boards should be able to stand the elements of nature if you operate in an area with extreme weather conditions.

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