Digital signage is gradually but surely making its way into the advertising world and also getting more sophisticated. Digital signage has also become more affordable. Enhanced technology, comprising the debut of (Web-enabled) real time streaming, bluecasting, RSS feeds, and mobile-enabled barcodes means that these technologies will only grow.
Dynamax Technologies Ltd. recently inked a deal with Clear Channel to build an international network of digital billboards all over the US and Europe. Over the next five years or so, Clear Channel will convert many of its existing outdoor ads – from analogue to digital formats.
“Digital signage 3.0 combines analytics with targeted real time content to measure performance at the register,” said VP of business development at Dynamax Technologies Ltd. (North America), Tom Nix. He added: “If you start thinking about where consumers are engaging these improved technologies and what they’re doing with this information, you can really gain by integrating a traditional ad campaign with a digital sign.”
The firm has previously conducted a successful campaign for the band Coldplay wherein consumers who walked by a digital billboard could interact with it and receive a free song download. Digital signs are frequently employed in conjunction with other new-age marketing channels like mobile, print or Internet ads.
