Advantages of Digital Signage

Digital signage talks to consumers directly at point-of-purchase.

Digital signage communicates with shoppers who are ready to buy at the exact moment of purchase decision.

Digital content can be easily adapted for regional or local interests, demographics and buying habits.

Digital audiences are “ready to act”, while all other media audiences are passive “potential consumers”

Ad recall and retention in digital signage is better than in any traditional advertising

Digital ad spending is easier to account for, as it can be tracked directly to sales increases

VS. STATIC SIGNAGE

Digital signage can deliver more ad spots while occupying the same space

Full-motion digital ads have more impact

VS. TV & RADIO

Viewers perceive TV and radio ads as interruptions; however, shoppers see digital displays as providing

helpful information

Viewers cannot skip over digital ads

VS. NEWSPAPER & MAGAZINES

Digital signage delivers more frequency; print ads are generally viewed just once

Digital ads are more compelling because of full motion

Digital ads are more flexible, can be customized and aimed at smaller target audiences within a larger group

Digital advertising is more cost-effective than most newspapers and magazines, while having a higher targeting

ability and impact

VS. TV / VCR / DVD AT RETAIL

VCR/DVD content gets outdated quickly, distracts employees and takes a longer time to change

Digital ad networks allow operators to sell measurable ad space, while TV/VCR/DVD combos have limitations in

creating this revenue channel

Digital networks are largely automated and operated remotely; TV/VCR/DVD systems require manual management

Digital Signage ROI: Retail Case Studies

Case Study: Aroma Express Bar

Since Aroma Espresso Bar began using digital signage, the chain has experienced a 25-35 percent overall sales increase. Furthermore, Aroma has experienced a sales increase in the following cate-gories:

70 percent increase on promoted desserts

30 percent increase on promoted flavored mineral water

50 percent increase on coffee and cake promotions

Aroma is an international espresso chain with over 80 locations in Israel, New York City, and Toronto, Canada. Aroma
uses digital media to increase revenue with point of sale, deliver a coherent brand experience, and provide customers
with on-site entertainment.

Case Study: California Shopping Mall

The companies that traditionally measure ad impact, such as Arbitron and A. C. Nielsen, have added digital signage to
their portfolios and conducted some broad studies. One report from Arbi-tron and Edison Media Research looked at digital signage networks in shopping malls. The study found shoppers three times more likely to look at billboards with motion than at static signs. Digital signage also raised the average recall for advertisers by 18 points. The organizations also looked at a specific project that one major national store launched in California and found overall
sales of ad-vertised Father’s Day items were 37 percent higher in stores with the digital signage than
in those without.

Case Study: Flagstar Bank

Flagstar Bank in Troy, MI rolled out its digital signage network first in an 18-branch test run, and later in
110 more branches.

Individual setups vary, but in general, each branch offers a variety of television monitors in addition to a major plasma display and one or more LCD touchscreens. Content emphasizes the latest inter-est rates, investment products, mortgage offerings, and the like during business hours, with staff train-ing and communications before and after.

During the test run, the bank measured its cross-selling success, which is the bank’s ability to sell a customer additional products beyond the one for which he or she first signs up. In those first 18 branches with digital signage installed, cross-selling was 15 to 20 percent higher.