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Topic : Future of Advertising: What's Next?
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Digital Signage – Will it be a success?

Created by : Jayant Vishnu, Art Director/Sr Art Director, Creative  | 11 06 2009 13:59:24 +0000
Industry : Advertising/PR/MR/EventsFunctional Area : Digital marketing(Sales & Marketing)
Keywords : marketing branding advertising ads online advertising future ads future of advertising
Activity:  721 views;  last activity : 07 06 2010 20:18:09 +0000

Digital Signage is the new technology in advertising world. It is a new telecommunications enabled business solution that allows retailers to stream customised advertising, special offers & promotions, customer-specific messages, in any multi-media format, on a countrywide or regional basis to any of its stores from a central location.

With the new Digital Signage solutions, retailers can expect to enhance the impact of their promotional campaigns. It is now possible to customise advertising, right down to a specific store in a specific location. Retailers can now showcase their latest & greatest products faster than ever before.

Is Digital Signage the future tool of advertising? Will it be a success? Share your views...

  
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I dont agree to the Concept that Technology can lead to a success of any Businessl as it cant Increase the Purchasing cycle of customers... What Rather makes sense for a retailer is Number of Customers You are reaching with your Promotional Schemes and other Ads etc... and How it is going to affect the Purchasing Cycle of a product.... Another point being the Technology can reduce your time for conveying message to the customers and also Gives a advantages over competitors.. It also Increase the cost of Advertising but not the sales proportionately.... So the Technology can offer certain advanteges and for a retail store Mouth Word & Location is the Best of advertising rather than any Innovative & Technological Way of advertising... Success of the Technology can be from Retailers Point of View but I dont think from customers their will be any effect on the Same.........

The Technology can have wide acceptance from the Business house and I dont think It reflects in Increasing sales....
By Sampanna Shastry, Deputy Manager- Marketing & Sales, Arani Power Systems Ltd  11 07 2009 10:54:28 +0000
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ya , every thing is right if we do that thing creatively and add some thing extra, digital media attract people more but it is soo important that how we attract people by digital media means digital media get good response in semi urban area .

 
By varun sharma, BTL AND EVENTS planning and execution, current  | 11 07 2009 06:31:21 +0000
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I think that digital signage is truly a future tool of advertising coz it can be used to customise the ads according to the preferences of the people in a particular area. According to the nature of people and the promotions available in a particular area, the retailer can easily customise the ads accordingly, which will defenitely attract people. It can become a successful tool for advertising if can use wisely.
By Jayant Vishnu, Art Director/Sr Art Director, Creative  | 11 06 2009 14:00:12 +0000
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Cisco - one of the organisations which have successfully implemented the concept of Digital Signage in retails in US. Reference link http://www.cisco.com/web/strategy/retail/index.html. Video is a must watch to understand how exactly digital signage works. According to me, the system itself is very complex and required developed infrastructure which attracts huge cost. The Indian consumer behavior towards shopping is very complex and very few show impulse buying (i.e. what to to buy are decided at the retail and not predetermined). Majority of the Indian household decide at home itself on what to buy and have preference to certain brands.In my opinion, it will take time for this concept to get hold in indian retail scenario. Your comments are welcome.
By Sachin Jadhav, MBA/PGDM student, Bharathidasan Institure of management, Trichy  | 11 13 2009 14:05:33 +0000
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Digital signage, as to my perception, will not gain expected attention majorly because people these days doesn't gaze at things. They prefer a word of mouth kind of advertising wherein they search for affordable oppurtunities to get things. It is also too costly when compared with other mediums.
By Parth Singh, PR & Media Relations Manager, J Walter Thompson  | 11 07 2009 10:20:02 +0000
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