Quantity over Quality?

Is Your Digital Signage Campaign falling Prey to Quantity over Quality?

As a business owner incorporating digital signage into your marketing strategy is not only a worthwhile investment, it’s a necessity. According to Digital Signage Today, “digital signage in public venues reaches more Americans each month than online videos do (70 percent for digital signage vs. 43 percent for online videos). The study also showed that nearly 1 in 5 of those who have seen an ad via digital signage have made an unplanned purchase after seeing an item featured on a screen.”

The statistics clearly show the value in digital signage, but it’s important to take into account these key factors before committing to a digital signage campaign:

• Quality over Quantity: Sure it might be tempting to use your ad dollars to cover as many screens as possible, but in reality if you’re not selective with how and where your message is being seen your ad could be rendered useless, and your budget used inefficiently. Marketing is no longer about how many times your advertisement is displayed but instead its success is reliant upon reaching your target audience at a time when they’re able to absorb your message and in some instances take action. Not just any screen will do!

• Location: The beauty of digital signage is that it interactively attracts customers when they’re least expecting it and minimizes perceived wait times. Choosing an area where your target audience has a long dwell time such as a busy restaurant, in the back of a taxi cab or doctors office waiting room guarantees your message is being seen over and over.

• Placement: While screens that are placed in busy establishments seem attractive, it’s important to note where the screens are located. To be most effective you want to choose areas that are front and center and cannot be missed versus a screen hidden in a corner that no one will notice.

• Increased Brand Recognition: A recent Neilson study showed “55% of travelers who noticed a digital billboard in the past month were highly engaged, recalling the message on the screen every time or most of the time they passed by a digital billboard with more than eight out of 10 recalling advertisements in the last month.”

It’s easy to be persuaded that quantity always reigns superior to quality, but when it comes to branding this is not the case. A myriad of attractive visuals, high traffic locations and optimal placement of screens work together to create a successful digital signage campaign.

For more information or to learn how you can launch your next digital signage strategy visit us at 20-20Solutions.com or give us a call at (973) 383-8703 today!