Is digital signage more effective than printed posters?

26/05/2017 by Nick Johnson

Digital Signage in Topshop

A consumer’s decision making is strongly influenced by the visuals they’re presented with. Successful brands are fully aware of this and hence why signage is displayed throughout in-store environments. A first impression is hard to change and digital content can improve the way of communicating your brand to engage and impact your target audience.

As a society people now expect to receive information and entertainment via digital formats. Digital signage appeals our inherent nature to be inquisitive. From recent studies:-

  • Out of 1.6m shoppers, 77% engaged with a digital screen showing animated content.
  • 76% of American consumers would enter a store that they’ve never visited based solely on the appeal of its signs (a 2012 survey commissioned by FedEx).

It’s clear that before you even sell anything to your customers, first of all you need to grab their attention. Marketers can exploit the moving nature of digital signage to draw attention, making customers absorb this new experience and elicit an emotional response with the brand. Motion attracts and retains attention in ways that print can’t. By bringing in-store signage to life it is no surprise that retailers will see an uplift in sales after installing digital displays in prominent places combined with eye catching targeted material.

John Lewis digital signage

It’s great that digital signage gets more attention, but what makes cloud solutions more effective? Simply put, cloud based digital signage puts your advertising campaigns firmly in the present. Good timely content enhances engagement, by informing, educating, entertaining or inspiring your audience. Out of date signage can do the complete opposite, making it particularly unappealing which will hurt your brand. Centrally managed cloud solutions put the brand in full control, allowing you to display targeted content to a particular audience exactly when appropriate. This enables your messaging to become a lot more succinct with numerous promotions being communicated without ever becoming lost or overcrowded. The marriage of digital technology with other media forms has increased its appeal with marketeers enabling the integration of hyper-targeted content that is based on world events, audience interests, or even weather conditions. 

For example a Fast-Food chain can promote offerings depending on the weather that day. If it’s an unusually warm day, they can promote iced drinks, or hot drinks when the temperature drops. Digital signage is also an excellent way to offer promotions or discounts which help drive sales.

The NowSignage digital signage platform has taken this understanding to the next level by including the power of mixing in moderated social media content into digital displays. Social media is a peer influencer, 71% of consumers are likely to purchase an item based on social media referrals. By incorporating social media into targeted advertising brands can maximise exposure of positive product endorsements through social proof. This connects brands directly at the point of purchase and increases the chance of product sales. 

For example, imagine that a Dad takes his 15 year old son into a Nike shop to buy a new pair of football boots. With such a wide selection of choice, what does he buy. Dad driven by value for money, sees an ad appear on the in-store screens promoting a special offer with 25% off and suggests this to his son. The boy then picks it up and tries it on, while doing so he sees a tweet from Ronaldo appear on the same screen of a picture of him wearing the football boot, this positive endorsement and social proof from his hero is overwhelming and the sale is made!

Across this series of blogs we are exploring the benefits and advantages of moving from printed posters to digital screens. You can read our other blogs related to this series by clicking on the links below:

1. Marketing Speed & Flexibility - Is digital signage more efficient?

2. Brand Engagement & Impact - Is digital signage more effective?

3. CSR - Can digital improve your environmental footprint?

4. Sales & Advertising - Will digital signage make you more profitable?

5. Financial Impact - Will digital signage reduce your cost?