Feb
Digital Signage is getting ready to soar
Digital signage set to rocket.
LCD Enclosure Global explain how the 800-pound gorilla Google has set its eyes on the digital signage market.
The website of New Scientist published a story this month that the search engine company has filed a patent on a way to deliver ads on a network of electronic signals. The ideas seems to be to provide retailers and others a simple way to organize an advertising campaign to promote the record, for example, a digital signage network or show near their shops in a mall.
As Google allows advertisers to search engine to specify the characteristics of their online advertising campaigns, such as what keywords to use, the amount of money to spend, and what to say in the ads, the new system Google can give retailers a way to be very specific about what product is advertised, how and where to advertise and how much will go to advertise.
Adwords using an LCD enclosure? Digital signage solutions.
Of course, Google is only at the stage of patenting, and it is too early to discuss this approach in detail. But that is not important. The point is that Google’s approach is another sign that digital signage networks are organized in a market that may be meaningful to advertisers. Patent filing from Google is a digital signage test is more rapid transformation of an amorphous marketing concept into concrete reality, definable.
Like the announcement in November ’06 Screen Association the first directory of UK-based digital signage networks that accept advertising from third parties and the news a month after the formation of Nielsen In-Store to help traders quantify in the hearings of the store, the Google patent movement is one more indicator that digital signage networks are coming of age as a legitimate, quantifiable ad.
Another is the financial health of the outside of the national advertising market, which in 2007 is expected to be the second fastest growing advertising medium behind the Internet. New Year’s Day article in MediaWeek cites a forecast of private equity and mezzanine capital investment firm Veronis Suhler Stevenson, who said that out of home advertising market will grow by 6.7 percent to $ 7.25 billion, following a growth rate of 7.9 percent in 2006. PricewaterhouseCoopers say will provide further growth of 7.9 percent for 2007.
To be sure, outside the publishing house encompasses many things, like conventional and digital billboards, cinema and mobile (eg, bus, taxi, etc) However, it also includes digital signage networks, which will surely play a growing piece of the pie out of the house ad more organized as a means of buying individual companies and advertising agencies can measure and understand.
Could not come at a better time as advertising agencies and ad buyers increasingly question the effectiveness of traditional TV and print ads are. Digital video recorders (DVR) and video on demand are giving viewers more control over what they watch and when. Commercial-zapping fast forward past them, continues to grow with the adoption by consumers of digital video recorders.
The newspapers are not giving the public what they used to. Circulation is down nationwide and they are taking their toll on the commercial value of the medium. No need to look beyond McClatchy Co. ‘s sale of the Minneapolis Star Tribune about half of the purchase price of 1.2 billion dollars in 1998 paid the publisher to see the impact of falling circulation.