Getting Control of Large Scale Display Advertising
As much as anything else, the Internet has put the power of communication in the hands of the masses. Before the Internet, publishing a newspaper or magazine had to be done with the assistance of a printer who owned a printing press. Today, anyone can reach a huge audience with nothing more than a laptop computer.
This dynamic is especially applicable to the world of business communications and advertising. Businesses no longer have to rely on advertising agencies or sign companies to create brochures and display advertising for them anymore. Easy to use photo editing software and desktop publishing tools put this power in the hands of business people long ago.
Display advertising was a little more challenging because large billboards and signs required large printers with huge amounts of memory. But with recent innovations in digital signage, large scale display advertising is moving into the hands of the masses.
As is the case with most innovations, the big breakthrough is not as complicated as it sounds. In fact, creating large scale advertising and information displays is about as complex as operating the kind of digital frame you might buy for your grandmother on Mother’s Day. The only difference is that most of the time, the contents of the signage are controlled remotely via a web interface, rather than being preloaded into the display screen.
Controlling the content of a billboard or sign from a web interface is a huge innovation that puts constantly updated information in front of customers. From a business perspective, this really increases the return on investment for display advertising. Simple, and major, advertising changes no longer require
If you’ve ever been to an airport or a trade show, you’ve already seen some good examples of how this technology works. The departures/arrivals sign at any airport works on the same basic principle as computer controlled signage.
As is the case with most technological innovations, digital signage software suites can be about as simple or complex as you want. But a big chunk of the price of entry will be spent on hardware such as flat screen panels, televisions and display boards.
Remember, graphical displays are huge memory hogs. Be sure you understand where your display content is going reside and be prepared to get additional server space if necessary.
Digital signs are becoming easier to use and more sophisticated every year. This is great news for businesses looking to take control of their display advertising.
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