Digital signs are a powerful sub-category of digital signage. Digital displays employ technologies like LED, LCD, projection, and polymer paper to project digital images, audio, video, restaurant menus, weather information, or custom content. They can be used for interactive training of staff, displaying promotional offers, or for media promotions. Digital signs can also be used as an informative resource in any business environment.
One of the most compelling aspects of digital signage is the ability to attract and retain customers. The interactive nature of these signs allows users to interact with the information displayed on the sign and therefore, attract buyers. A shopper does not want to be given multiple choices, but has one basic option: choose what he/she wants to buy. When a digital sign is well-designed and strategically placed, it creates a one-touch shopping experience where the shopper can simply select the product that best meets his/her needs. This is much more attractive than simply walking into a store and finding the brand or product that is most appealing. One of the best ways to attract customers is to have attractive, engaging, and informative signage that makes the best possible choices available to potential buyers.
Another benefit of digital marketing signage is the ability to use them for offline advertising campaigns. Digital marketing allows the display of promotional messages and other content on the sign itself. Displaying messages in this manner also enables the display of graphics and pictures in a format that can easily be transferred onto paper. This means that digital marketing is already integrated with offline advertising campaigns but adds another dimension to those campaigns by offering yet another tool to the marketer to enhance the effectiveness of the offline advertising programs.
Digital signage provides a means for brand awareness. Many large sign company offer signage at different price points depending upon how wide an audience is intended to be. The signage on these large signs is placed on high-traffic areas and attracts a broad spectrum of people who are passing by. As people drive past these signs, they are exposed to these signs and may become more aware of the brand, service, or product that is displayed. For example, on a busy highway a digital sign that displays an aspirin bottle will attract more attention than a sign that simply displays a sandwich on a plastic tray.
The value of this strategy lies in the ability to create more user-generated content. Creating user-generated content can lead to greater engagement with the target audience. For example, on a highway, where there is usually traffic, a driver may be more likely to read a billboard that contains relevant and compelling information about the Highway Safety Enhancement Program. On the other hand, when a social media platform is used, more people will likely access the information contained on the sign. More people are more likely to share this content via various social media platforms, increasing the effectiveness of this digital signage as an advertising medium.
Signage is an important component of the modern advertising campaign. This type of signage allows businesses to increase their presence and generate greater revenue. When properly implemented and managed, digital signs can generate a higher return on investment than static signs. Businesses should evaluate the current form of advertising and evaluate the effectiveness of their signage displays to determine if digital signage is an appropriate investment for their business.