7 good reasons to use digital signage

As we've seen in a previous article, digital signage is a media that has greatly evolved and now offers various variations of media and devices.

>>> See our article on digital signage

In the form of digital panels and available in all public places, this media has become an ultra-efficient tool adaptable to each target.

Although it shares similarities with traditional advertising, it offers numerous significant advantages that will set you apart and make a significant impact on your target audience.

In the world, the projection for 2021 is that investments will reach 16.3 billion dollars and 27.8 billion dollars by 2026! Digital signage has bright days ahead, offering an excellent opportunity for advertisers looking to communicate creatively and uniquely.

In the first half of 2023, DOOH (Digital Out-Of-Home) brings together more than 2000 advertisers, a number that continues to rise. (KANTAR BUMP 2023)

I - Captivating Digital Signage

The performance of this media is impressive because (according to ITESMEDIA), digital signage captures attention 4 times more than traditional print advertising. In 78% of cases, individuals are attracted to the advertisements, and in 50% of cases, this triggers action from these individuals.

II - Use a Dynamic and Captivating Format, and Say More with Video

Of course, the communication topics will vary depending on your industry, but they will be equally impactful if you manage to be innovative and captivating for your target audience, whether it's an ad for:

Communicating your brand, its positioning, and its values
Communicating your company's actions (towards the government, citizens, struggling sectors, partnerships with other companies, etc.)
Promoting products/services
Communicating about a major event (events, sales, store openings, etc.)

And more...

To meet these communication goals and captivate your audience, it's important to grab attention, and your creativity will set you apart from your competitors.

40% of surveyed advertisers say that innovative media like digital signage helps them stand out. (According to a study conducted by Displayce)

Video format offers far more differentiation possibilities than static print format.

You can convey more information on the subjects you want to develop/promote and even address several themes in a single spot without it appearing cluttered and overwhelming with information.

III - Immediately Strengthen Your Brand Awareness

As we've seen, consumers are drawn to this video format. Your creativity will allow you to emerge in the eyes of your target audience and create a connection with them. It allows them to identify with you, enter your world, and helps you strengthen your spontaneous and assisted brand awareness with them.

IV - Traffic

Digital signage is a highly effective means of provoking action in your target audience. It's a real conversion tool and can increase traffic to your website, social media, or physical stores.

68% of surveyed advertisers say that digital signage increases brand awareness.
64% of surveyed advertisers say that digital signage increases foot traffic to physical stores. (According to a study conducted by Displayce)

Increasing your traffic also means increasing your sales and visibility.

V - Controlled Costs

Communicate on a flexible media. This allows you to adapt and modify your advertisements (at a cost) and maintain your audience's interest by refreshing your ads.

A flexible media depending on the time slots you want to communicate in.

Also, it's a media deployed in all public places (indoors and outdoors).

36% of surveyed advertisers say that digital signage allows them to reach their target at the right time. (According to a study conducted by Displayce)

VI - Enhanced Memorization

Additionally, this is a media that promotes message memorization and, therefore, reinforces your additional communications on other media.

30% of surveyed advertisers say that digital signage enhances the performance of associated media. (According to a study conducted by Displayce)

VII - Digital Signage Enables Interactivity

Burger King, one of the best examples of creativity and communication, developed innovative digital signage in Brazil.

The goal was to promote one of their burgers through this advertising.

The brand created highly pixelated posters of their competitors on numerous billboards and invited their audience to scan the advertisement with their camera using their app. The result: a virtual reality video in which you could see the competition's products catching fire.

In addition to poking fun at its competitors, the brand went as far as offering this famous burger to all those who participated.

Adapting to Its Environment

In a completely different sector, the textile brand Gore-Tex implemented a DOOH* advertising campaign to promote its new line of waterproof clothing. To captivate the attention of passersby, the brand chose to create an advertisement that adapts to the current weather conditions. This contextualization of the message enhances audience attention and further helps raise awareness among passersby.