Digital Signage Market Poised To Skyrocket
Keywords: digital signage, Google, electronic signs, advertising campaign, network display, advertisers
Well it appears that the 800-pound gorilla Google has set its sights set on the digital signage market.
The New Scientist Web site broke the story earlier this month that the search-engine company has filed for a patent on a way to divvy up ads on a network of electronic signs. The ideas seems to be to give retailers and others a simple way to organize an advertising campaign to promote inventory on, for example, a digital signage network display or displays near their stores in a mall.
Just as Google allows advertisers on the search engine to specify characteristics of their online ad campaigns, such as what keywords to use, how much money to spend, and what to say in ads, the new Google system is likely to give retailers a way to get very specific about what product is advertised, how and where it’s advertised and how much will be spent to advertise it.
Granted, Google is only at the patent filing stage, and it’s much too soon to discuss this approach in detail. However, that’s not what’s important. The point is that Google’s approach is another sign that digital signage networks are organizing into a market that can be meaningful to advertisers. Google’s patent filing is further evidence digital signage is quickly transforming from an amorphous marketing concept into a concrete, definable reality.
Like the November ‘06 Screen Association announcement of the first directory of UK-based digital signage networks that accept third-party advertising and the news a month later of the formation of Nielsen In-Store to help marketers quantify in-store audiences, the Google patent move is a further indicator that digital signage networks are coming of age as a legitimate, quantifiable ad medium.
Another is the financial health of the out-of-home advertising market, which in 2007 is expected to be the second fastest growing advertising medium behind the Internet. A New Year’s Day article in MediaWeek quotes a forecast from private equity and mezzanine capital investment firm Veronis Suhler Stevenson as saying the out-of-home ad market will grow 6.7 percent to $7.25 billion, following a 7.9 percent growth rate in 2006. It goes on to say PricewaterhouseCoopers projects even stronger growth of 7.9 percent for 2007.
To be sure, out-of-home advertising encompasses many things, like digital and conventional billboards, cinema and mobile (i.e. bus, taxi, etc.) However, it also includes digital signage networks, which surely will stake out a growing piece of the out-of-home ad pie as they organize further into a media buy individual companies and ad agencies can measure and understand.
That could not come at a better time as ad agencies and ad buyers increasingly question how effective their traditional television and print ads are. Digital video recorders (DVRs) and video on demand are giving television viewers more control over what they watch and when. Zapping commercials -fast forwarding past them- continues to grow along with consumer uptake of digital video recorders.
Newspapers aren’t delivering the audience they once did. Circulation is down nationwide and that’s taking its toll on the commercial value of the medium. One need look no further than McClatchy Co.’s sale of the Minneapolis Star Tribune for about half of the $1.2 billion purchase price the publishing company paid in 1998 to see the impact of falling circulation.
All of these factors -including the congealing of digital signage networks into a quantifiable market, new convenient ways for retailers to ties their inventories to ads on digital signs near their stores, TV commercial zapping and the decline in newspaper circulation- point out that digital signage advertising is poised to skyrocket to new heights in 2007.
David Little is a digital signage authority with 20 years of experience helping professionals use technology to more effectively communicate their messages. Keywest Technology specializes in technology for digital signage. Visit www.keywesttechnology.com and expand your marketing horizons.
Previous Articles Highlighter:
Ignoring The Americans With Disabilities Act Could Cost Your Business A Bundle (1)
Under Title II of the ADA, a business has to comply with many requirements imposed by the ADA. These requirements are intended to make acilities accessible to persons with disabilities.
Budget Tips For Families Saving (2)
Most family budgets are blown over because of the frequency of dining out and the accompanying exorbitant expense of that activity. Eating at home will reduce your expenses, not to mention allow for your family to bond over cooking at home.
How To Overachieve Your Way To Super Affiliate Stardom (3)
Moreover, if you take time to learn the products and services you are recommending, it will be way too easy for you to establish a website that converts well, which will enhance your affiliate income in return.
Pet Photography Professional Techniques (4)
Don't forget to speak! Remember, if the little black or silver box is swallowing your face and you don't make any noise, your pooch is more likely to thik either you or he is in serious trouble.
Marketing And Making Money Online (5)
And last but not least is traffic swarm. I am sure some of you may or may not have heard of it before, but traffic swarm is a really great place to surf for credits and get free targeted hits to your site.
An Internet Business Tailored To Suit Your Needs (6)
Or perhaps spend more time with your children? If you have, than you probably should start planning on setting up an online business so that you can still earn good income without leaving the comforts of your home.
Why A Crawl Space Dehumidifier Can Save You Space (7)
While the purchase of a dehumidifier for your crawl space is not difficult, you must make sure you get a model that will get the job you need done. The essence about this type of dehumidifier is all on the size.
Guide To The Different Auction Types (8)
This equal means that you can equal say how many of the antecedent you they have, and submission them at a fixed price per unit. Buyers can enter how many they want and then fair-minded click Buy it Now to get them.
Time Management Benefits - How To Reap The Payoffs Of An Effective Time Management Program (9)
Keywords: payoff of time management program, benefits of time management, time management tips In the modern world today, many people are busy pursuing many things in their lives, thus the need of an effective time management is never been so crucial than now.
Not All Arizona Golf Schools Use Desert Courses (10)
In any case what's wrong with a desert course? We no longer live in the era of flat featureless courses, and each one in Arizona has its own character.
Newer Articles Highlighter:
Avoid The Burn Of A Bad Music Contract (1)
The excitement of being offered a contract should never alter your judgment of the terms in music contracts or recording contracts. You have to be on the defense at all times in the music industry.
The Quickest Way To Double Your Money (2)
You might say, 'because what I offer is of great value'. Eventually that would be enough, but 'how would a perfect stranger judge the value of my offer?' Trick question, Eh?
Florida Golf Schools Provide Year Round Sun With Great Coaching (3)
Schools like the highly regarded Advantage Golf Schools at Orlando, St. Petersburg and World Golf Village at St. Augustine that offer one to one coaching, or the Ben Sutton Golf School at Sun City.
An Innovative Way To Buy And Sell On EBay For Both Experience And Novice Users (4)
It is not surprising that the title may be spelt as "Corless Drill" by the seller. Since the title is misspelled, the buyer who wants to buy a cordless drill will not be able to find it when he typed in the correct spelling in the search box.
Finding The Hot Niche Markets (5)
Something that grabs their attention. Offer a related bonus so you stand out from the other affiliates. Make sure it's of quality and related to the affiliate program.
Start A Business Or Work For A Living? It Shouldn't Have To Be A Choice (6)
Or you might decide to sell to a different niche. By making changes based on what you find out, you are increasing your chances for business success. Once you have gathered all this information, you can then begin the business planning process.
Firing Employees And Increasing Your Productivity (7)
If she fired him, could her baker come back and sue her for wrongful termination? It could ruin her entire business and damage her business' creditability in the community.
Home Business Systems You May Require (8)
Six months after you have made your purchase and set up your system, it will be out of date. Note that it will function and deliver service to you for many years, however it will just not have the latest features etc.
Cardiac Arrest Where Death Is Not Always So Sudden (9)
Apparently in 90 percent of these cases the warning signs lasted for at least five minutes and the most telling fact of all was that in 25 percent of all cases the victims had what is called true out of the blue attacks that were not preceded by any symptoms.
5 Top Rated CRM Software For Real Estate Agents (10)
Top Producer has innovative solutions for Realtors needing superior CRM capabilities to increase revenues and results. For a deeper understanding of what Top Producer could do for you see the information provided on their webpage.