Is there really a need for yet another channel for mass communication?
We already have established channels like banners, spam, tv ads, radio spots, newspaper ads, mass mailings and many more. How will adding another channel with one way communication add to your sales enough to make a difference on the bottom line?
It is considered by some that using these channels at all is a cowards way of spending a marketing budget. No one will question your decision, because they are well known and established channels. On the other hand you won't be selected MVP any time soon either. This is just a way of not making a choice or a decision, or a way of proving that you don't have an original idea for yourself or your brand.
One reason to use digital signs is that you can display video on them. The problem with video is that too much different sound in a store will not create of comfortable shopping environment. However if you show the same video on all screens and it is synchronized, you can have the sound on the in store audio system. But if you are going to show the same content on all screens, you wont be able to have relevant videos to specific products, you can only use generic videos. You could of course mute all videos, but that kind of removes at least one of the dimensions of video.
An other reason to use digital signs is that it will be much cheaper in the long run, since you will be able to replace the content at any time. Unless you limit yourself to non animated content this is not true. Your cost for creative professionals will cost a lot more than changing printed signs every day.
So what do you do when you've already spent a fortune on in store displays? You place the high up above all you merchandise, so the don't steal any space. And since no one really sees the content placed that high, you don't change the content very often since no one notices whether you've changed it or not.
But don't worry, sincy you bought your DOOH (why does the same thing have so many different names?) in the beginning of a boom. Since that was the time when you hade marketing dollars to spend. You will see an increase in sales and your boss will acknoledge that marketing has to have had something to do it.
Good work marketing
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