Really…it’s more than just a catchy title. Everyday, there is more emphasis being placed on results, return on investment, and the predictability of success. As much as we may want to (or are encouraged to) think about our businesses as an assemblage of yes’s and no’s or true’s and false’s, each one measured and changed appropriately on a linear path to success, they aren’t.

Reality often (and sometimes harshly) reminds us that our business really resembles more of an analog signal than a digital one. The economy as of late has done a great job reminding many that, despite what the data may say, there is no such guarantee of success, and what we’re riding is an up-and-down wave - a continuous spectrum of values where visions, interpretations, and noisy grey areas abound.

Marketing is one of those noisy, grey areas. In my latest Web Development Blog post, I get into the evaluation of PPC Marketing (such as Google AdWords) campaigns and the consumer buying cycle. But this is a an audio/video-related blog after all, so here I’m going to focus on another type of marketing: Digital Signage.

Digital signage is kind of a silly name for electronic video displays used for advertising and marketing. You may see them in restaurants or retail stores. If you’re in the area, you may have even seen the digital signage at a certain funeral home.

Digital signage in a pharmacy store

Digital signage in the Showcase Cinema de Lux in Derby, UK

Digital signage in the Warner Village Cinemas in Taipei

Digital signage in IKEA at the Edmonton, UK store.

Digital Signage used in conjunction with on premise-awareness

Digital Signage used with printed on-premise awareness pieces, and product

Digital signage is a form of what the “gurus” call out-of-home advertising. Sometimes it’s called “digital out of home” or “DOOH” for short…no joke.

D'OOH?

Humorous acronyms aside, the words “out of home” are worth pondering. In your business, this may mean that you’re maximizing the buying power of your current customers, as opposed to trying to bring awareness to new ones.

Besides the obvious benefit of being able to make your message come to life and catch more attention, the benefits of digital signage over traditional static signs include the interchangeability of content, greater ability to target specific audiences in specific locations at specific times, and the possibility of audio and interactivity.

Of course, costs need to be considered as well…and yes, the upfront costs of the technology are usually more expensive than, say, printing a poster and taping it to your counter, bulletin board, or door. Some of the more obvious components of digital signage costs are the initial purchase costs, electricity/operating costs, and maintenance and repairs. These costs can further branch out to loss of sales due to down-time, the cost of redundancy equipment in needed, and administration costs.

That said, when the cost is looked at in terms of exposure, there is evidence to suggest that per 1000 ads viewed, the costs are actually lower than most other advertising mediums. In addition, the scope of a digital signage advertising campaign can have a vary based on your needs and goals (from $10,000 dollars for a 20-30 player network with server down to a few hundred dollars for a single display), which can actually make it easier to break into and to build upon.

So, is digital signage simply a luxury? Well, that depends. If it is used for ambiance, such as what you may find in casinos, then perhaps the answer is yes.

But, if it is used in conjunction with clearly defined goals (both actionable and financial), then digital signage can be as effective at driving sales as any print, television, or radio ad. The key here is not to make the technology the focus, but rather the message and call-to-action to the consumer.

I’ll get into greater detail regarding costs and content in Part II, and even offer some perspectives on measuring return-on-investment. Because let’s face it, business can be a bumpy ride, and it’s more important than ever to keep your signal above the noise.