Digital Place-Based Advertising (also called Digital Out-Of-Home advertising, these are the digital TV displays and billboards you see at strategically targeted locations to reach a particular audience) and outdoor signage are fast-growing sectors of the signage market, according to the recent release of figures from the DPAA – Digital Place-Based Advertising Association. The digital place-based sector ranked second only to syndicated television advertising revenue for the first half of 2011. Advertising revenue for the digital place-based sector grew by more than 16 percent over the first half of last year. That’s more than five times the growth rate of the U.S. ad industry overall, which grew just over three percent.

Outdoor advertising signage revenue grew 11.8 percent for the same period.

These advertising sectors are growing because they are able to target consumers on-the-go. Venues such as airports, stadiums, restaurants, movie theaters, and grocery stores are reaping the benefits of digital and outdoor signage because these are the places people live their everyday lives. If your business is related to any of these venues, either in concept or proximity, taking advantage of digital or outdoor signage is a strategic move. Not only can you target your message, you can reach the consumer close to the point-of-purchase. It increases the chances that you’ll capture that consumer.

Blue Water Signs can help develop the ads to appear on these digital networks. If you even come close to the growth success of this industry, your business will be thriving!

   

Digital signage has gone to a whole new level with facial recognition technology. It’s being used by The Venetian Resort in Las Vegas, Kraft Foods, Adidas and even a group of bar owners in Chicago. The technology scans the viewer’s facial features and tailors marketing messages to him or her. According to Christopher O’Malley, director of retail marketing in Intel’s embedded and communications group, “You can put this technology into kiosks, vending machines and digital signs.”

Despite the privacy issues, companies using facial-recognition technology just want to pinpoint a demographic based on age and gender. Then they can target their ads on-the-spot and get more immediate results.

While Harford County businesses, banks and churches may not be ready for facial recognition technology, digital signage itself is popping up all over the county in Maryland office signs, church signs, and medical office signs. Digital signs help to attract the younger generation, who are used to quick snippets of information and changing messages. With a proven higher viewer recall and retention of digitally displayed messages, digital signage content can break through all the media clutter targeted to the younger generation. It works because it’s woven into their lives - from laptop LCD displays to miniature media players.
 
We’re seeing digital signs mostly in retail areas, but the technology is evolving to include the financial, transportation and hospitality industries. With the right signage, software and message, the elusive younger generation will sit up and take notice.