The dynamism of motion, color, images, and sound is what distinguishes digital signage from ho-hum static signage and printed posters. The digital media advertising industry reports that the number of establishments featuring digital signage is nearly doubling every couple of years. The success of the electronic signage marketing phenomenon is well assured.

There is, however, no guarantee that particular displays will work. The reason for this localized possibility of failure is not technological, nor is it financial. The reason that a digital signage display network may fail is often because the content of the display fails to do its job. If the audience, captive or otherwise, is not getting the message that the out-of-home network is attempting to convey, then the display has failed.

In the case of multiple displays, the failure of one often indicates the failure of all, simply because the network was configured with poor content. It’s sort of similar to the old computer adage, “garbage in, garbage out”. In this case it’s “poor content in, poor revenue out”. Digital signage, to do its job properly, must convey the right message to the right audience, at the right place, and at the right time.

A number of considerations must be kept in mind when programming the content of your digital signage media network. Some of the details to consider include the Point of Sale, the Point of Transfer, and the Point of Wait. This means that the advertising, or marketing message essentially begins with the electronic billboard, and descends to the small LCD screen at the sales counter.

Thus, digital signage begins with touting the brand on the larger display, continues with touting a particular product at the store, and ends with the Point of Purchase. The advertising displays, LCD advertising displays, LED message boards, etc., must be adaptable, or changeable, as the customer gets closer to a decision to purchase.

During this changeover from brand, to product, to sales counter, the essential message of the various digital signs must remain creative and fresh. Yet the messages must continue to remind consumers of the original advertising that brought the purchase decision to mind in the first place. Put more concisely, there must be consistency throughout your digital media system.

In this consistency of progression, digital signage differs from all other types of broadcast media. Building on the visual aspects of motion, color, sound, and graphics, all of which has been around since the inception of motion pictures, digital signage elevates the concept of moving pictures to a new level. This leads to the creative use of timeless assets to keep your message fresh in the minds of your customers.

With the addition of interactive and cellular technology to the mix, your advertising media is capable of immediate consumer input – hopefully a sale – as well as direct marketing. All that needs to be done after your digital media advertising is established would be to maintain fresh and arresting content that directs consumers to your brand, to your store, to your sales counter.