This week, advertise me decided to put together our own TOP 10 reasons why you should use digital signage and here’s our list in no particular order:

• The “wow” factor, if you want to stand out from your competitors, digital signage attracts attention and it’s definitely a way to attract customers into your store
• Because the other guy down the road has it – this may sound childish but it’s human nature to feel as though you need it because someone else has it
• For large shopping centres, digital signage is a revenue driving tool to generate money from advertisers. Digital signage can also used as a tool for notifying customers of information/sales/events to get more customers coming into the shopping centre
• It helps engage the customers at the point of sale – sales have increased with this approach (you can easily find proof of this from case studies that can be found on the Internet)
• Eliminates the cost and waiting time compared to printing. Content can be updated at any time and almost instantly
• Digital Signage gives the user the ability to run campaigns at certain time blocks during the day, and switching over to show relevant information depending on the time of the day. That means you’re in control of what is displayed to your audience
• Digital Signage can be used as a tool to interact with your customers. At times this can act as an extra sales person when all staff are busy – it definitely keeps customers entertained rather than waiting to be served.  Especially something for the blokes while they wait for their partners trying on countless clothes, it keeps everyone happy
• It’s cool and makes the environment more “livelier”. If done correctly it creates a unique atmosphere
• You will be able to display different types of content (advertisements, live TV, images, news, weather, basically whatever you want) on the same screen
• It helps your marketing team effectively and efficiently communicate messages with your customers, clients and employees

Do you agree or disagree with some of these reasons? Let us know of any other reasons why you should use digital signage.

Feel free to submit your answer as a comment.

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If you’re a business and are new to digital signage, the first thing that you might wonder is “How will I earn revenue through digital signage?”. The answer is simple, ADVERTISING. You basically sell advertising space on your digital signage screens to potential customers/advertising agencies/manufacturers for a premium price.

How will you sell this idea? People like to deal with facts and figures and the best way to sell advertising space is to let your advertisers know what they’ll get. Now, the only problem you will encounter is how to provide your clients or advertisers with “proof of play” reporting information. Currently, the only methods of tracking this information is to use either the built-in reporting tools (what time, how long and what content was played) that comes with the digital signage player/software or you can purchase additional equipment to capture information about your audience i.e face recognition (normally the cost of this unit is almost the same amount as the digital signage player so the overall solution may have just doubled in cost and there may be potential privacy concerns).

For most businesses, it will be difficult at first to get advertisers interested especially when there are several limitations on the methods to track whether an advertisement was played and who saw it. Simply providing a report that states that the player executed a command to play a file is not good enough. Even providing a report that someone (gender and potentially what age) saw the screen may also be not good enough.

If I was an advertiser I would want to know whether my advertisement was actually displayed on the screen (the screen may have been turned off or the cable between the player to the screen could have been disconnected – so why should I pay for advertisements that were not displayed) and then potentially determine whether the advertisement met its targeted audience.

At the moment a complete digital signage tracking solution is missing in the market. We hope that a company will come up with an ALL-IN-ONE solution to further engage more advertisers.

If there is a solution out there, let us know. You can be our eyes and ears on this one.

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