Measuring the Effectiveness of Digital Signage

Author: Zippy Aima, Industry Analyst, Digital Media

Published: 09 Jun 2009

Evolutions in technology have had a profound impact on how organizations do business. Such technological innovations have given birth to products and devices that have had a positive impact on all verticals of the industry. Among the various developments that have transformed the IT industry, an important one has been the adoption of digital technology. The transition from analog to digital has compelled organizations to revamp their offerings to products and services that meet the requirements of today’s consumers. Digital technology has changed the rules of marketing. An essential component of growth for any business is advertising, and the advent of devices such as digital video recorders that allow consumers to skip ads has encouraged enterprises to look at alternative mediums to reach their target audience. Advertisements that were once confined only to print media and then to television have now shifted gears and can be viewed by consumers on electronic displays at public venues. Known as “digital signage,” it refers to showing content for entertainment or information purposes on electronic displays.

The full text of this Insight is available to subscribers of the TV and Video Research Service and the Digital Signage Research Service.

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