Internet Marketing Minneapolis
Digital Signage Market Ready to soar
Well it seems that the 800-pound gorilla, Google has decided to put on the market of digital signage.
New Scientist Web site broke the story earlier this month that the company search has filed a patent on a way to share listings on a network of electronic signs. The ideas seems to be to give retailers and others a simple way to organize a publicity campaign to promote the inventory, for example, a digital display displays network or near their stores in a mall.
Just as Google allows advertisers on the search engine to specify the characteristics their online advertising campaigns, such as keywords to use, how much money to spend, and what to say in the ads, the new system Google is likely to give retailers the ability to get very specific on this product is advertised, how and where it is announced and the amount will be spent on advertising it.
Certainly, Google is still at the stage of patenting, and it is much too early to discuss this approach in detail. However, this is not what is important. The point is that the approach of Google is another indication that networks display Digital is the organization in a market that may be useful for advertisers. Google's patent filing is further evidence of digital signage rapidly transforming from an amorphous marketing concept into reality, definable.
As announced in November '06 Screen Association of the first directory of UK digital signage networks that accept third party advertising and the new one months later training Nielsen store to help marketers quantify the public store, the passage of Google patent is another indicator that digital signage networks are coming of age as a legitimate, measurable ad medium.
Another is the financial health of the outdoor advertising market home, which in 2007 would be the second largest advertising medium fast growing behind the internet. Article Year's Day in Mediaweek cites a forecast of private equity and mezzanine capital investment firm Veronis Suhler Stevenson as saying outside the advertising market home will increase 6.7 percent to 7.25 billion dollars, following a growth rate of 7.9 per cent in 2006. He continues PricewaterhouseCoopers projects even stronger growth of 7.9 percent for 2007.
To be sure, out of home advertising encompasses many things, such as billboards digital and traditional film and mobile bus (eg, taxi, etc.) However, it also includes digital signage networks, which will surely stake a bit more of the out-of-home ad pie as they also organize a media buy individual companies and advertising agencies can measure and understand.
This could not come at a better time as advertising agencies and purchasing more and more ad question of how the effectiveness of their TV ads and traditional printing are. Digital video recorders (DVRs) and video on demand give viewers more control over what they watch and when. Rapid transmission zapping commercials before them, continues to grow with the consumer adoption of digital video recorders.
Newspapers are not delivered to the public as they did before. The movement is wide National and it negatively affects the commercial value of the medium. One need look no further than the sale of McClatchy Co. of Minneapolis Tribune Star for about half the price of $ 1.2 billion purchase of the publishing house paid in 1998 to see the impact of traffic down.
All these factors, including the freezing of digital signage networks in a quantifiable market, new practical methods for retailers links from their inventory of ads on digital signs around their stores commercial television, zapping and lower dissemination of newspapers highlighted that digital signage advertising is poised to soar to new heights in 2007.
About the Author
David Little is a digital signage authority with 20 years of experience helping professionals use technology to expand their marketing messages with alternative media. Visit http://www.keywesttechnology.com and find how you can expand your marketing horizons. For further insight, download my free white paper Why Digital Signage Works.
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