Ask the Board – October 23, 2017 | SCOTT MARDEN

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What are the unique requirements/challenges of installing a mobile digital signage network?”


As technology continues to advance and the viewer attention span diminishes, it’s becoming more important to target and engage consumers on-the-go and in their environment. Installing a mobile digital signage network provides operators with the ability to take advantage of the few natural pause points during the day, but at what cost?

A mobile digital signage network can be a high-value opportunity…

  • Captivating: A captive environment allows for a very rare, undistracted moment where viewers are not over-stimulated by multiple forms of advertising.
  • Long Dwell Time: This provides an opportunity for long-form content and advertisements that tell the brand story.
  • Path/Proximity to Purchase: By targeting potential consumers on their normal commute/route, there’s a higher likelihood of influencing their store visits and purchase decisions along the way.

However, there are disadvantages that should be taken into consideration before moving forward…

  • Hard to Measure: A moving venue is nearly impossible to accurately measure as the number of viewers can vary by location and hour.
  • Dwell Time Overstated: Because the exposure rate is difficult to determine, dwell times may tend to be inflated.
  • Conflict with Mobile Phone Usage: While mobile digital signage is captivating, most passengers may be set in their ways of immediately accessing their mobile device during the public commute.
  • Environment Not Brand Friendly: Operators should be cognizant of the uncontrollable variables in an environment that may be off brand. This could include audience type, maintenance and external occurrences.

About Author

Chief Marketing Officer
Captivate

MEMBER OF THE DSE ADVISORY BOARD
Out-of-Home Network Council

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