Online marketing hype has pushed offline marketing efforts into the background. Over the last few years, everyone has been trying to jump on the social media bandwagon, churning out Facebook Ads, creating video libraries and trying to work out how to make Snapchat advertising effective. An “online presence” has become everything.
However, through this surge of businesses transforming their marketing outlook and deciding to adopt an online strategy, the web space has become oversaturated. Everyday customers are bombarded by online ads, all resembling each other, and now they are even popping up in Facebook Messenger. It is no wonder that consumers are starting to scroll over Google Ads and even avoid their Twitter feed that has become swamped with advertisements.
But businesses are starting to notice the over-popularity of online advertising and some are stepping away from this trend, trying to find a more effective way to reach their customers. One rise in the market has been digital signage. The global digital signage market size was estimated at USD 16,044.1 million in 2016 and is set to increase to USD 31,714.1 million by 2025.
Digital signage market size
Not only is the growing market size evidence for digital signage’s remarkable effectiveness, but Nielson has also carried out a specific report indicating the impact of digital billboards. From this study, notably, 71% of the billboard viewers feel that digital billboards stand out more than online ads and 77% of viewers agree with the statement “Digital billboards often catch my attention”.
Digital billboards put into practice
Part of these positive statistics could be down to the opinion of 72% participants who feel “digital billboards are a cool way to advertise”. Traditional static billboards are not particularly progressive nor especially eye-catching, but they have had an upgrade. Now, digital signage and video walls display vibrant dynamic content. A digital format means the content can be updated instantly, making it possible to target the right customer with the right message at the right time. With unlimited content and instant customer communication, the possibilities of information dissemination and engagement are blown wide open.
What’s more, the conversion rate is yet to be discussed. From the Nielson study, 19% of the billboard viewers visited the business/store/restaurant advertised and 14% have made a purchase. Compare that to your average click-through rate and conversions from Google Ads. Billboards offer the unique possibility to target potential customers in a specific place at a specific time. It’s lunchtime and consumers are making their way to the food court – wouldn’t they be more tempted to order a sumptuous burrito from the ad they saw right outside?
The flexibility and possibilities of digital billboards have only just begun to be uncovered and they are already showing positive results. It is a different way of delivering a message to a customer while being “cool” of course.