The impact that digital signs have on the viewing public is undoubted by marketing professionals everywhere. The dynamism of the signs far outclasses any excitement that static signs can produce. Still, static signs have one advantage – they are far less expensive to implement on a large scale. This fact begs the question: “Are bigger digital signs in fact better than smaller ones?” We think they are. Here is why:
As with any other visual media, bigger is almost always better when it comes to any kind of sign – traditional of digital. In short, the bigger the sign, the more presence it provides. Viewers do not necessarily need to get near the sign to read the message but can stand at a distance and still the receive the relevant information.
The dynamism of a digital sign is one of the greatest benefits that it offers over static signage. In particular, moving images can be displayed that catch the eye. In addition, the physical sign itself can be rotated 360 degrees on a revolving pedestal that also garners extra attention. Finally, digital signage can also incorporate audio files that further capture the attention of passers-by.
Static signage has always had its place has in the pantheon of media messages. Unfortunately, it become almost irrelevant in the 21st century. Instead, the newest generations of consumers demand something more vivid and engaging than a simple, traditional sign – that is, digital signage. Through a variety of options – wayfinding and customization to name just the two most prominent – they deliver a more relevant message to the customer.
In the final analysis, the bottom line to any signage campaign is how many views it delivers – and how many of those convert! Digital signage may be more expensive to implement in the short term but it easily delivers more views per dollar in the long run – especially when you consider the cost of changing and implementing new advertising campaigns.
iGotcha Media is a digital interactive studio specialized in building memorable screen-based customer experiences. Solutions include screens, interactive kiosks, video walls, RFID technology, audience-measurement technology, wayfinding and payment solutions and in-store audio. We help our clients creatively communicate their value propositions. With offices in Montreal and Toronto, iGotcha Media's clients include Birks, Browns Shoes, Cirque du Soleil, Groupe Touchette, Loto-Québec, National Bank of Canada, Nissan Canada, Reebok, Rona, Toronto Congress Centre and VIA Rail Canada.