Narrowcasting: Outperforming Traditional Advertising
There is a growing shift of advertising expenditure from traditional media like TV, radio and newspaper to outdoor “narrowcasting”, proving that digital signage is the new emerging advertising medium. The major factors as indicated which is driving its exponential growth is lowered capital expenditure on signage software and advancement in content and delivery methods. Digital out of Home or digital signage are powering advertising content very quickly out of the old “conventional” and into the “new” conventional for reason as supported by stronger return on investment and pure play targeted content. But lets ask why this move? Well digital signage has gathered this outside industry confidence owing to higher quality, better networking, faster market time and valuable customer targeting. Outdoor advertisers are likely to capture a larger chunk of the advertising dollars as digital signage multimedia advances into more sophisticated technology and professional content. According to a well placed research report digital signage market is expected to reach US $13.6 billion by ‘11.Alternative advertising’s market share will rise to 27.7% by ’11. Large scale multimedia digital signage networks are powered by converging technologies of computing and broadcasting. These digital signage networks can cost effectively run dynamic video, advertising content as well as weather updates on plasma screens virtually everywhere. To sum up now one-size-fits-all does not suit brand managers and firms any more and they are looking for expert digital signage solution as relevant to environment (retail, healthcare, education, etc.)
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