How digital signage impacts advertising

Even though some might think that advertising originates in the 20th century, its roots are in fact much deeper. Back in Ancient China advertising was usually oral, whereas in Ancient Egypt papyrus was used for writing sales messages or posters which promoted a service or craft.

In the middle ages, European blacksmiths, millers or other craftsmen advertised their services and products on boards with images of their tools, such as a hammer, mill, etc.

This system was largely used until the development of the printing press and the expansion of newspaper ads in the 19th century. However, the real craze started in the twentieth century with the little help from radio, newspapers, TV and finally, the Internet.

What we see at the turn of the century is the influence of technology on advertising in general, and so static ads start transforming into moving pictures: digital signage is born.

In the digital age, static images are simply not enough. Since the human brain processes visuals 60,000 times faster than text (source: Business 2 Community 2014), it is normal to expect that motionless billboards turn into interactive digital signs, thus inspiring users to interact with them. This market is expected to grow even further and reach $23.76 billion by 2020 (source: Markets and Markets).

If you are thinking about employing DS at your dealership, here are only some of the benefits it may have on your business.

 

1. Reduced costs

First off, what many businesses often worry about is the price of digital signage. Yes, it is true that this option may be a bit pricey when compared to traditional advertising methods.

However, if you count all the money you have been investing over years into methods which gave little to no ROI – such as leaflets, white papers, or newspaper ads which usually end up in the gutter – it is obvious that DS is here to stay.

What is best about it is that you can reuse it: once you purchase a DS software and a big screen, you can use it as long as you like in your facilities at POS, thus increasing the odds of helping your customers make a purchase decision by 93% (source: Screen Cloud).

 

2. Improved communication

The second benefit of digital signage would be the overall positive effect it has on communication. Since the foundation of advertising is getting the message through, it is normal that this medium is so powerful since it has an enormous influence on the wider audience.

Not only will it leave an impact on your customers waiting for the quick repair, but also regular passers-by and their companions. No more killing time and browsing websites or social networks – digital signs guarantee a better connection between your consumers and your brand products.

 

3. Positive results

Digital signs are so powerful that you will see almost an instant positive effect on your business. Since it is probably the most interactive of all advertising forms, you will be able to see how your audience responds to the messages you send in real time. And the development of technology introduces ever more options: with touch screens and the introduction of mobile devices to catch your customer’s attention, you will be able to sell more products and stay amazed by the impact of DS on your business.

If you are still an unbeliever, what would you say if we told you that consumers entertained with DS reported a decreased perceived wait time of 35% (source: Digital Signage Today)? This means that, while they were consuming digital signs, time flew by without them noticing it. Think about it. This would then create a positive image of your business and result in happy customers who invite their friends to come by. All of this with the help of your newest best friend: digital signage.

 

by Thomas F. Jung via Everyone's ADM Blog Posts - Automotive Digital Marketing