MediaWeek has some uncharacteristically nice things to say digital signage in an article released today. The focus here is on so called info-tainment, where advertising and entertainment content is mixed in with news, sports, weather and the like for a more pleasurable viewing experience. From the article:
"I was in Liverpool Street station last week waiting for a train and caught myself watching the news on the big screen.
The big surprise was that, instead of feeling irritated, I was actually enjoying it and the realisation came over that, yes, different types of screen media are a good idea and engaging in the right environment.
With moving images and a mix of advertising and editorial, screen media engages consumers, which can only have a positive impact on "at destination" sales or improving brand association, making it an excellent advertising opportunity for a range of brands.
In the majority of instances, the client has the power to remotely change any aspect of the creative in real time, which is obviously a huge bonus for creating timely and impactful ads.
It also means that outdoor day parts finally become a reality rather than an ongoing myth.
But a note of caution – for screen media to make a genuine and positive impact it must be targeted and relevant."You can find the rest of the article here.