Tag - Digital Advertising

Digital Advertising and Local Advertising

Digital Advertising Leads to Huge Increase in Local Advertising

Go Digital in Your Local Market Advertising and Marketing

Digital Advertising and Local Advertising

If you’re looking for an effective place to invest you company’s advertising and marketing budget in the coming years, you should consider the burgeoning local online/interactive/digital advertising segment of local media advertising. 

BIA/Kelsey, a key adviser to leading companies in the local media industry, has released its U.S. Local Media Forecast for 2011-2016. The report forecasts that especially strong growth in the digital segment of local media advertising through the year 2016.

According to the firm’s forecast, local online/interactive/digital advertising revenues will climb from $21.2 billion in 2011 to $38.5 billion by 2016. This represents an annual growth rate of 12.7%. Figures include the rapidly growing field of mobile advertising. According to a BIA/Kelsey news release, the report forecasts total U.S. local advertising revenues at $151.3 billion in 2016, up from $132.8 billion in 2011.

BIA/Kelsey now predicts an annual growth rate of just 0.2 percent in traditional local media advertising revenue between 2011 and 2016. There are a variety of factors contributing to the downward revision. These include the European economic crisis and continued high unemployment in the U.S. Both factors have caused businesses to hold back on spending for goods and services, including advertising.

While traditional media growth appears to be slowing, the firm states that digital and interactive local advertising will see a large amount growth through 2016. The forecast shows that online/interactive/digital advertising revenues will see an annual compound growth rate of 12.7 percent, including revenue from the mobile market. The report pegs the digital segment at $38.5 billion in revenues by 2016, which would be up from the $21.2 billion in 2011.

Offsetting the lack of new revenue expected in the traditional media, accordingly, a greater percentage of local spending will be in digital advertising in each successive year. By 2016, digital will constitute 25.5% of all local advertising revenue, an increase of 16% from 2011.

Digital Signage Benefits

Benefits of Digital Signage

Dynamic Digital Signs Have Multiple Applications

Digital Signage Benefits

Digital signage is a broad term that describes the integration of a variety of technologies into a single solution for the purpose of portraying visual information, messages, advertising, and more. Digital signage is remotely controlled distribution and playback of digital content across networks of displays. It can be used for delivering visual messages at point-of-purchase, or at any other public venue. This unique and powerful communications medium provides unparalleled opportunities to capture your audience’s attention—regardless of where it is placed.

Digital signage is often called dynamic signage. It’s a specialized form of slivercasting in which video or multimedia content is displayed on electronically controlled displays in public places for informational or advertising purposes. Digital signage usually consists of a computer or playback device connected to a large, digital screen such as an LCD or plasma display.

If the display is connected to a computer, the data on the screen can be updated in real time by means of an Internet or proprietary network connection. Data transmission and storage are streamlined by compression to minimize file size. The system can employ multiple screens if a larger display is desired.

There are several advantages to the use of digital signs instead of traditional static signs, the most important of which include:

•  Digital signage can be updated on the fly through a digital signage network without having to interact with the signs physically.
•  Unlike static signs the multimedia dimension offered by digital signage makes content more engaging, more informative and more targeted.
•  Digital signage can be interactive with the use of touch screen technology, QR Codes and other interactive technologies.
•  Digital signage has been shown in numerous studies to offer a better ROI.

Additional benefits of digital signage include:

•  Rapid ability to communicate on a broad scale
•  Cost effective compared to single-use printed posters and banners
•  Build branding
•  Improved customer experience
•  Perfect for emergency response systems
•  Rentable signage space provides a renewable source of income
•  Easily target your messages to specific audiences and locations

Digital signs can be placed in just about any environment, such as:

•  Airports
•  Auto dealerships
•  Banks
•  Health clubs
•  Houses of worship
•  Libraries
•  Medical facilities
•  Museums
•  Office buildings
•  Restaurants
•  Retail outlets
•  Educational institutions
•  Shopping malls
•  Train and bus stations
•  Other public venues

 Advances in technology have increased the capabilities of what digital signage can do and at the same time made it more usable. This has greatly increased the number of core applications being fulfilled with digital signage. Some of these applications are:

•  Public information: News, weather and other location-specific public safety information
•  Internal company information: Newsletters, event announcements, corporate messages
•  Advertising: Target your market with colorful and informative messages and product demonstrations
•  Brand building: In-store promotion of your brand
•  Influence customer behavior: Direct customers to sales and item locations while increasing in-store dwell time
•  Enhance customer experience: Reduce perceived wait time in lobbies, checkout lines and waiting rooms
•  Enhanced environment: Offer dynamic maps, store information, etc.

In recent years, digital signage has really taken off. Your competitors are already using or exploring the use of digital signage and its many benefits. Are you?