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Digital Signage Popping Up Everywhere
· Digital Signage News
For some recent past years, digital signage has been popping up everywhere. In cities all over United States, digital billboards are springing up resulting into benefits of easily and instantly changeable digital graphics, text and message. These were the places where advertising contracts were traditionally sold for a fairly longer period say months at a time. According to an article published in The New York Times, as of January 2007 there were about 400 digital billboards displayed in the US landscape. As estimated by OAAA (Outdoor Advertising Association of America), there will be about 4000 LED digital billboards in use in the next 10 years.
There are some companies that are launching digital billboards in some major cities in a size of 12-foot-by-24-foot digital displays and 14-foot-by-48-foot digital displays.
The Light emitting diode based billboards work on an array of LEDs to display text, graphics and video, similar to the television where pictures are made based on tiny discrete picture elements called pixels. These are highly effective LED signs and are quite expensive and power consuming. As per the Washington Post article, a 14-by-48-foot LED digital billboard costs about $450,000. Perhaps, this may be the main reason that OAAA has forecasted their number to grow to only 4,000 in 10 years.
The advent of new technologies has drastically transformed the way of communication between the retailers and their customers. Almost daily and regularly, the customers are fed with tens of hundreds of images and messages. For successful marketing and boosting of sales, it has become essential to promote, inform, educate about the product to the customers and receive their feedback. ScreenWorks Media has recently invented a dominant display technology known as WAFFiL (Wireless Ad Frames For Interactive Loyalty). This network program is of most significance for this purpose. Exciting technology of digital signage networks are being utilized by banks, airports, movie theatre, casinos, sports stadiums and other public places most effectively. Various terms are used for this method of marketing campaign like digital signage, narrowcasting, captive audience networks, interactive kiosks, self-service terminals, digital signage billboard etc.; all these terms are very closely related and overlap each other to a certain degree. Broadly the digital signage encompasses wide variety of different technological applications to display electronically controlled signs that can be updated without changing the physical sign itself.
Displaying through digital billboards using WAFFiL network is quite impressive. Besides this, it provides flexibility to the advertising companies; and advertising copy can be rotated on each network display in certain time (8-second) loop and ensuring some total minimum advertising spots daily. This is most suitable for conveying marketing messages in a unique way to the people away from home. The messaging on digital billboard networks can be changed as per need, and even several times in a day if required.
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