Electronic Signage

Well it seems that the 800-pound gorilla Google has set its eyes on the digital signage market.

The website of New Scientist published a story at the beginning this month that the search engine company has filed a patent on a way to deliver ads in a network of electronic signals. The ideas seem to provide and other retailers a simple way to organize a publicity campaign to promote the record, for example, a digital signage network or show near their shops in a mall.

As Google allows advertisers to search engine to specify characteristics of their advertising campaigns online, such as what keywords to use, the amount of money to spend and what to say in the ads, Google's new system can give retailers a to get very specific about what product is advertised, how and where to advertise and how much they spend on advertising.

Of course, Google is just at the stage of registration of patents, and is too early to discuss this approach in detail. But that is not important. The point is that Google's approach is another sign that digital signage networks are being organized in a market that can be meaningful to advertisers. Register Google's patent is further evidence of signaling rapid digital transformation of an amorphous marketing concept into concrete reality, definable.

Like the '06 announcement of the November Association Display the first directory of the UK-based digital signage networks that accept third-party advertising and news a month after the formation of Nielsen In-Store to help marketers quantify in the hearings of the store, moving Google patent is a further indicator that digital signage networks are coming of age as a legitimate, measurable advertising medium.

Another is the financial health of the national market outside advertising, which in 2007 is expected to be the second fastest growing advertising medium behind the Internet. New Year's Day article in MediaWeek cites a forecast of private capital and mezzanine equity firm Veronis Suhler Stevenson, who said that out of home advertising market will grow 6.7 percent to 7.25 billion U.S. dollars, following a growth rate of 7.9 percent in 2006. PricewaterhouseCoopers will mean even greater growth expected at 7.9 percent for 2007.

To be safe house advertising encompasses many things, such as digital and conventional billboards, cinema and mobile (eg, bus, taxi, etc.) However, it also includes network digital signal, which is sure to bet on a growing piece of the pie out of the house ad more organized as a means of buying individual companies and advertising agencies can measure and understand.

Who could not come at a better time, as advertising agencies and ad buyers increasingly question effectiveness of traditional TV and print ads are. Digital video recorders (DVR) and video on demand are giving television viewers more control over what they see and when. Commercial-zapping fast forward past them-continues to grow with the adoption by consumers of digital video recorders.

Newspapers are not giving the public what they used to. Circulation is down nationwide and that's taking its toll on the commercial value of the medium. One need look no further than McClatchy Co. 's sale of the Minneapolis Star Tribune about half of the purchase price of 1.2 billion U.S. dollars of paid editorial in 1998 to see the impact of falling circulation.

All these factors-including the freezing of digital signage networks in a quantifiable market, new forms suitable for retail inventories links to ads in digital signals near their stores, TV commercials and decreased zapping circulation of newspapers report that digital signage advertising is about to soar to new heights in 2007.

About the Author:

David Little is a digital signage authority with 20 years of experience helping professionals use technology to expand their marketing messages with alternative media. Visit http://www.keywesttechnology.com and find how you can expand your marketing horizons. For further insight, download my free white paper Why Digital Signage Works.

Article Source: ArticlesBase.com - Digital Signage Market Poised to Skyrocket

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