Lyons International

Digital Signage (DS) differs from other communications devices such as websites, TV, posters, newspapers, circulars and others, messages in each of which seek to get noticed, engage and communicate a message to generate awareness or action. Each device is unique in what a viewer is typically doing when they see messages. Internet users are reading and “clicking”, TV watchers are sitting, watching and “flicking”, print readers are scanning, reading and “flipping”.

At one end of the Digital Signage spectrum, screens are used as moving billboards showing short repetitive advertisements, often to a large unsegmented audience. We see these in train stations, shopping malls, or on the sides of buildings. In a more targeted approach, supermarkets, department stores and estate agents use the same technology to attract passers-by, advertise or merchandise in-store or create atmosphere.

At the other end of the spectrum, the screens are strategically placed where a user group with a common interest are likely to see them and used to ‘narrowcast’ messages and programmes of interest to this defined group – almost creating a mini-tv channel for that group. This type of network is growing fast. There are over 100 of them in the UK and they include Post Office TV, Pharmacy TV, Gardening TV and Hairdressing TV. Until recently the networks used cable or satellite to communicate but now ADSL networks are the norm to send messages from a central hub to an individual outlet.

Viewers of digital signage are out-of-home and typically moving from one place to another, waiting or involved in some other primary activity such as shopping, eating, resting, being entertained, observing, study, etc. Digital signage viewers;

• Scan messages in an environment and “de-select” or pay little attention to messaging they do not see as relevant.
• Are drawn to look at moving images, faces in motion and subjects that they have an interest in or an affinity with;
• De-select messages that are more challenging to ingest, i.e. too much information, difficult to read, too “busy”, etc.
• Want to see a complete message (i.e. one that correlates to their viewing duration).

Digital information systems are becoming more and more popular. They can be used at the point of sale, in train stations and airports, in public buildings, schools and universities, in hotels and conference centres, to cut it short, wherever updates of information, offers and advertisements are required.

Benefits of TV at point of sale.
Introducing a 42” LCD screen into this environment can have many benefits: This is a modern point of sale medium with significant advantages over traditional PoS material.
1. It doesn’t get dusty, rusty, curly, discoloured or bent and presents a modern, progressive image.
2. A large number of messages can be displayed in an eye-catching way and only take up a small section of wall space.
3. Messages can be updated very quickly in an entire network area – merchandising doesn’t take weeks to roll-out.
4. Moving images allow products to be seen in situ or can describe complicated technology or installation techniques.
5. Wholesaler messages, often displayed on home-made posters, can be presented in a high-tech and attractive way.
6. A consistent standard of presentation is possible.
7. Trade counter and branch staff can learn from the screens.

Sales Uplift
In a recent trial carried out by Voltimum, sales uplift of 40% was achieved on one particular product advertised for a one month period. The recipe for this success was the branch manager working with the manufacturer’s sales representative to agree the appropriate product and message and ensuring it appealed to the trade counter customer. Price was not even mentioned in this case!

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