Life was clearly less connected before smartphones. For Instance, before most people knew that an Apple was more than a yummy fruit, I was fortunate or unlucky depending upon your view to have had one of the first smartphones on the marketplace, a Toshiba Pocket PC. When you have not heard of the product, that is probably because it had been created about the time you were born or too young to care. It was slow, Clunky to operate, prone to glitches, required rebooting around as frequently as Windows 95, even crashing with the blue screen of death on occasion! When I think about this a bit more, I realize the same could be said About legacy electronic signage systems. It just so happens I had been involved with the nascent digital signage Business in the 90s, the exact same decade that the original smartphones were devised. Yes, when I think about electronic signage in the 90s, I could easily conclude it too was slow, clunky to operate, prone to glitches, required rebooting around as frequently as Windows 95, even crashing with the blue screen of death on occasion!
But if I were to sum up electronic signage beginning in the 90s right Up to the last few decades, an individual would have to say that despite all its quirks and limitations, it was glamorous. Try this; think back to the very first time you watched a flat panel tv. You were probably spellbound with its thin stature and enchanting HD resolution. If not spellbound, perhaps you recall being gagged by its cost with those ancient plasma panels costing over $10K each. Peering what is digital signage safely state that electronic Signage is past glamorous-it is a bona fide medium-at least for advertisers. By way of instance, in the 2013 Digital Place-based Advertising Association DPAA summit held in NYC, the panellists agreed that place-based advertising think digital signal media would continue to rise through 2017 up from 5 percent to up to 25%.
I believe place-based will outgrow [other kinds of media] because it lends itself to targeting clients, said Chris Paul, General Manager AOD of VivaKi. It is simply a matter of technology, terminology, and industry comprehension being in sync until we see dramatic changes. The poll states that in three decades, the value of integrated multi-screen efforts is expected to dramatically increase, from 20 percent of electronic media purchases now to a projected 50 percent by 2016. We may consider at this stage the features that would lead to such optimism on spending. According to the poll, spending increases on multi-screen campaigns will need three main things.
- Verification that advertisements achieved the desired outcome noted by 71 percent of respondents.
- Consistent metrics across displays 61 percent.
- Verification that advertising was delivered to the right audience 59 percent.
