Ask the Board – April 25, 2016 | MARGIT KITTRIDGE


When thinking about advertising campaigns or other uses of digital signage in circulation, what is the first piece that comes to mind and why?

Among the many advantages of digital signage, perhaps the strongest advantage across any medium, is the ability to display dynamic content. Through cutting-edge HD displays, advertisers have the opportunity to include elements such as news feeds, scheduled transit data and full-motion video. Content streams like this allow advertisers to break through the clutter of traditional signage and connect with consumers in a modernized way that adapts to their location and time of day.
Digital displays are surrounding people throughout their daily commutes with relevancy, recency and impact. These are the key words to differentiate any digital signage campaigns from traditional media:

Relevancy through real-time feed or data
Recency via messages developed for time of day and place
Impact with the help of creative assets optimized for the format and size of the display

When the advertising message and format are optimized for the time, place and audience, digital out of home (OOH) can be a powerful way of extending any media campaigns and effectively reaching consumers on-the-go.
This becomes increasingly important as consumers turn to their mobile devices to research or take action on a brand after being exposed to OOH. While consumers are often exposed to several screens throughout the day (mobile devices, TV, desktop), out of home still stands as an effective way to reach consumers, with 82 percent of OOH exposures being received with positivity and alertness. With such a captive audience, displaying content that adapts to consumer surroundings will be a valuable tool for advertisers to leave a lasting impression.

About Author

Vice President, Digital Director

Out-of-Home Network Council

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