Wrong Direction – The Uncertainty of Some Digital Signage Innovations and Schemes

While there is certainly no question of the prevalence of digital signage, with screens now being found in all sorts of locations from shopping malls to roadside hoardings, not all digital signage schemes are successful or prove to be that good an idea.

One of the biggest factors in deciding if a digital signage campaign is a successful one or not, is by establishing if there has been a return on the original investment.

The whole purpose of digital advertising is to increase revenue, but if the impact of new custom doesn’t surpass the original investment made on the screens, content and installation of digital signage, then the campaign hasn’t been a success.

It’s all about the Location

Often the main reasons why a DS campaign is proving unsuccessful is that the digital signage is in the wrong location and when it comes to placing a screen in a position for advertising you need to remember three things:

• Is the location receiving enough traffic? You should aim to place the screens in the area with the highest number of people – such as a main commuter thoroughfare. Outdoor digital signage will generate larger audiences.
• Is the digital signage screen noticeable and eye-catching, often a screen can be placed too high (such as on the ceiling) and become unnoticed. You should also be aware if there is anything else close by that will attract your potential audience attention away from your sign (such as another DS campaign)
• Is the location relevant for your content – Often the wrong location is chosen to advertise the wrong products.

Some Questionable Schemes

To highlight some of the common mistakes in implementing digital signage, here are some new schemes and innovations that I personally do not believe will make a successful campaign:

Taxi Top Digital Signage

On first examining this system it seems like a good idea. Taxis are, after-all, commonly used by advertisers. However, with a small screen on top of the cab displaying advertisements will just not be noticeable as it drives around. And while it may prove more useful in a taxi rank, most people waiting for a cab are usually on their way home from the stores and so whatever advertising message is relayed is probably too late.

Rear Window Digital Signage

With a lot of controversy surrounding roadside digital billboards and how they could possibly distract drivers, placing digital signage screens on the rear window of cars, taxis and buses sounds like asking for trouble. While the scheme could certainly prove useful for advertisers who already plaster buses and taxis in posters and adverts, the first accident involving a car with a DS screen on the back will almost certainly signal a death knell for this system.

Sandwich board Digital Signage

‘The end is nigh’ was a common sandwich board seen worn by zealots in the fifties and now it looks like the sandwich board is making a digital comeback. However, as sandwich board advertising has all-but disappeared from print media, it is doubtful that the digital version will prove any better.