March 4, 2009

Effective Digital Advertising - Is There a Better Way?

I’ve always been keenly aware of large store digital signage installs. Even before getting my proverbial feet wet in this industry, I was drawn to the concept. They did, indeed, catch my attention, if only for a second. But, did they make me buy anything? Honestly, no.

I never really thought about why until I became part of it — I, like many others, go to the store on a mission — get in, buy what I need and get out. On the other hand, if the screens weren’t 15 feet in the air and gave me a reason why I need the product, perhaps it would have had more of an effect.

This week, we all witnessed the first big blow to the digital signage industry. No doubt, the failure of TESCO will definitely cause an already jittery advertising market to tighten their dwindling purse strings even more.

So how do we address this? Well, the first no-brainer is to position screens at eye-level so consumers actually see them. What good is an ad if you can’t see it? The second is a bit more sticky. Maybe we as an industry need to re-evaluate where digital signage advertising is most effective.

Recently, I was shopping at an HEB, a large food and drug store chain located in Texas. There was a digital signage application placed above (granted, you still had to look up, but bear with me) the produce section, specifically located by HEB brand pre-packaged salads. On the screen was beautiful high-definition content on how to make a delicious salad using HEB brand products, as well as an incentive of if you buy the featured package salad, you get the accompanying ingredients for free. You know what? I bought the salad and its necessary ingredients.

Now that’s effective advertising — and I believe, the future of digital in-store advertising. Furthermore, these are the types of campaigns we should be encouraging (being sherpas, once again) agencies to consider — innovative, creating your own box campaigns that not only sell a specific product, but add value by giving the consumer something interesting (a recipe), as well as plugging other brand products. A win-win all the way around.

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