5 previsions in TV advertising that can be applied to digital signage

Television and digital signage

1.”The world doesn’t start or end with just a 30 seconds ad”.

• The TV ad- a teaser for the more complete digital experience that will follow

• Unless digital signage is part of a bigger strategy it might not boost neither sales nor brand sentiment.

www.digitalsignage.netThis piece was based on PepsiCo’s Global Head of Digital, Shiv Singh’s article for the Harvard Business Review- ‘’ TV Ads' New Digital Role’’.

Television and digital signage

2. ”Location- based digital experiences will be the new driver of television advertising”

Summer 2011- Pepsi prompts people to check in at beaches and amusements parks using FourSquare to get the Pepsi Summer Time Badge.

- this became the most popular badge ever on FourSquare.

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Television and digital signage

2.1.”Location- based digital experiences will be the new driver of television advertising”

So what do you say about using location- based technologies to drive sales or viewer engagement in your premises?

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Television and digital signage

2.2.”Location- based digital experiences will be the new driver of television advertising”

Use TV screens to:- urge check-ins;

- track response rates to your messages;

- track the efficiency of your digital signage installation.

www.digitalsignage.net

Television and digital signage

3. ”E” stands for Engagement and it will heavily influence media- planning decisions.’’

Digital signage= communications tailored to a specific audience in a specific location.

- higher opportunities to engage viewers

Missing the ‘’E’’ from decreases its impactdigital signage

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Television and digital signage

4.‘’Real-time (digital) participation- the new imperative for marketers.’’

Forget about ads or messages that don’t expect people to act now.

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Television and digital signage

4.1.‘’Real-time (digital) participation- the new imperative for marketers.’’

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Use clear, focusedCall- to- Actionsfor immediate response.

Television and digital signage

5. ”Reflecting digital culture through television will become a priority for brands”

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Digital signage

Know your audience and ‘speak their language’.

Your message should reflect their interests & location.

Television and digital signage

5. ”Reflecting digital culture through television will become a priority for brands”

www.digitalsignage.net

Digital signage=

The right message +

To the right time +

At the right place +

To the right audience

Television and digital signage

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