Whatever digital signage is and however you choose to think about it, it is important to remember that it does not exist in a vacuum — it is a business process that will become a daily part of operations the moment the screens are turned on.
Most digital signage installations fall into one of four broad categories:
1. Sales augmentation: These screen networks take specific aim at increasing sales using digital messaging. Examples include “sale on aisle four”-type messages, countdown discounts (i.e., sales that will expire in a certain number of minutes), cross-sell messages located in strategic parts of the store and direct calls to action. While this type of display network is of primary interest to retailers, it is used in other verticals such as banking and foodservice.
2. Brand messaging: These networks concern themselves with extending the business brand and enhancing the customer’s opinion and experience of that brand. Examples include the in-store network at Target, for instance, which continually beams lifestyle messages (animations of happy people using and buying Target products). In the case of large retailers like Target, those messages usually are planned to work in tandem with other advertising, chiefly television.
3. Third-party advertising: This business model probably has received more attention than any other, because it speaks directly to ROI. Under this model, businesses that own or host the screens sell some or all of the screen real estate to third parties. Convenience stores may allow candy makers and beer companies to buy ad space on a rotator or a crawl; screens in public areas often are subsidized by ads for local restaurants and attractions.
4. Entertainment/customer engagement: Customers hate waiting in lines, and retailers long have known that if you give those customers something interesting to look at, they’ll feel as if the wait is shorter than it actually is (this is why tabloids are positioned near checkout lines in grocery stores). Digital signage can be used to accomplish this “wait-warping,” providing entertainment and lifestyle content to catch the customer’s eye and improve his mood.
For No. 3, measurability is easy. The advertising model provides a built-in set of metrics that allow a deployer to determine how well the signage initiative is working.
How Our Marketing Program works
Digital Display Advertising can be a great revenue source with
no out of pocket expense.
Real Data Communications puts flat-screen TVs into businesses, pumping in news, information and advertisements for local merchants. Real Data Communication's launch reflects the growing trend of in-store TV networks at gas stations, airports and Wal-Marts, but with a twist. Real Data Communication's customers can run their spots on the entire network, or target a specific store.
"This is the most revolutional business model I've ever seen in a long time," says Gerry Markles, an analyst at Market Management. "If you're a dry cleaner or contractor and do a lot of work in a particular area, you can reach out to exactly the clients you want, without the broad reach of traditional media."
Markles says Real Data Communications marries the Internet, direct mail, billboard and television advertising to create a new form called "out of home" marketing. Mixed with Real Data's VE Brandings they are positioned to offer advertisers real dollar for dollar targeted advertising.
A Great Revenue Source
Real Data Communications shares the advertising revenue with the business location, and the business can dictate which kinds of companies can be promoted in their stores. For instance, Big O tires asked that rival tire dealer chains be excluded from their monitors.
Business locations have little or no out of pocket expense to participate in the Real Data Communications Digital Display Advertising.
For more information on how your business can participate in this great profit center, contact one of our local representatives by clicking on the contact page or you can reach us at 602-885-4879.
