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Published:  2012-10-11 Views:  1023
Author:  Adolfo
Published in:  Internet Marketing
Digital signage is certainly one form of advertising that is continuously growing in use. It involves in-mall kiosks, airport scheduling screens, and in some cases billboard-sized advertisements along rather busy freeways. For an advertiser who wants to take advantage of the power of digital electronic signage, there are many options for content both display hardware and content. One of the best way to begin with a general design for a signage campaign would be to begin by establishing the target audience, then scaling the campaign depending on the budget.

Designing advertising content for the potential audience is a widely known first step, but is a special challenge for digital electronic signage because of the different types of content that can be displayed. The first thing to consider is that digital signage entails dynamic signage, when compared to the static message or picture that is displayed with traditional print media advertising. Reliable advertising executives understand the power of subtlety, so even if this technology will let you display full HD movies of popular celebrities utilizing your product, starting small could possibly be best. To provide an example, if your signage can be found along a busy highway, you wish to have wide range without providing a distraction. Sometimes in the day with normal traffic, you might want to only display static images that will only change once in the time it will take to pass them, possibly on the order of 20 seconds. Most likely, you don’t want to draw away attention from your potential clientele while they are driving and be liable for any accidents. In rush hour traffic, the images can be varied more quickly, perhaps at slideshow speed of around 5 seconds. Here you have to be sensitive of the boredom factor. When the commuter is trapped in front of your digital billboard for few seconds, you don’t want to repeat images. If a commuter sees the very same image more than twice, then the irritation factor could have the opposite effect you need.

On the flip side, digital signage by means of a kiosk begs another strategy. No matter if your target audience is the same demographic as the previous example, their reaction around the kiosk signage will be different. Instead of having a captive audience, you actually must get a potential customer’s attention. And in all probablility you'll be competing with loads of other displays trying to do the same thing. Now you should balance the challenges of providing a hook, captivating the customer (letting them know they’re not wasting their time with a breathtaking image), and offering them key information. This is a challenging strategy, but the rewards are also commensurately larger.

Find out how digital signage can enhance your advertising campaign. Contact the experts at inLighten, Inc to find out how to best match your advertising to your target audience and their viewing behavior, within the constraints of your budget.
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