Friday, November 18, 2005

Digital Signage Hot New Madison Avenue Trend

Well - digital signage is continuing to gain traction. During a recent gathering in New York for the Traffic Audit Bureau's Out-of-Home Advertising Forum, out-of-home digital signage is proving to be a hot new trend according to marketers, agencies and outdoor media vendors.
Just as other major media--online, cell phones, hand-held devices, and cinema--are emerging as new "screens" for distributing TV-like commercials, new digital billboards are making outdoor the next big screen--literally. "You really have a chance to think of it as a video medium just like television," said John Marson, senior manager-media planning at packaged goods giant Kraft Foods, reflecting a sentiment echoed throughout the conference. Asked how marketers like Kraft might feel about paying higher, more TV-like advertising rates for shorter interval digital outdoor ad messages, Marson said, "It will be compared to television. There will be the big challenge--getting the right metrics."

The article "Ad Execs Begin Thinking Of Outdoor As TV Calls For New Metrics" goes on to describe a number of benefits for the digital signage industry.

1 comment:

Pat Lewis said...

Glad to see that ad agencies are finally waking up to the burgeoning digital signage sector for their
clients out-of-home ad campaigns. Billijam, Inc. is working with outdoor media agencies to help them understand the advantages of educating their clients about this hot new medium, as well as providing them with unique content options for their clients!
Pat Lewis
Billijam, Inc.