Each advertising medium has its own way of communicating with the audience. Television media uses both audio & video, while print media uses visuals & so on. In certain scenarios same form of advertisement is used for more than one type of medium as in case of Print Media and Signage Media (i.e. the Banner Media), where the exact same visuals can be effectively used. However the same concept cannot be applied to the Digital Signage & the Television media.
The ads created for Television are designed to grab the attention of a viewer who is most likely stationary. The Ads are deliberately created to capture the viewer’s imagination through creative visuals that includes sound, music, human emotions etc & then associate that imagination with the brand. These Ads are usually of 10 seconds to a few minutes duration, and are best suitable for Television Media. However in the Digital Signage medium even a 30 seconds Ad would still be a lengthy Ad.
Here’s why…. Digital Signage is out door & out of home advertising. Most audiences of this medium are mobile & are on the move. They are shopping in a mall, buying movie tickets, waiting for the lift to get to their office floors, or at a take-away joint or a grocery store. The Ads on this medium have to be visually appealing & of a short duration, preferably with moving content, which would instantly grab the audience attention. As the audiences are mobile lengthy Ads, designed for Television, may not appeal to them as they would not pause for a minute or even 30 seconds to watch the advertisement. Moreover not all displays on the digital signage medium have the audio output option. If television advertisements (which almost always have audio) are relayed on such displays without audio output, then the purpose of such advertising will certainly not be very effective or appealing.
Furthermore Digital Signage advertising is best known for its “Recall” effect. Its USP is its ability to influence the consumer’s buying decision when they are shopping. Research indicates that brand switching occur in-stores as customers are most vulnerable to change while shopping. Digital Signage is effective in capturing the customer’s interest by “recalling” the brand they heard about or have used in the past or if the buyer is already a consumer, it helps in reinstating their brand loyalty when shopping. As “recall” (reminding the patrons of a brand / generating awareness) is the prime objective of advertising on Digital Signage, short duration Ads are the best & most benefiting form of advertising on this medium.
Kiosk Mint, a new age digital signage network, has the technology to support lengthy Ads. However, for effective advertising, Kiosk Mint recommends Advertisers to design short duration Ads for the Digital Signage medium. Ads with visuals, text, animation, video clippings or 2D flash etc… that are visually attractive & which can immediately catch a patron’s attention are the best form of advertisements for Digital Signage Advertising medium.
Digital signage is a relatively new form of advertising that allows companies to use electronic screens to broadcast information, commercials, or anything else of their choosing to large amounts of people.
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