Retailers have always understood the power of signage and for many, point-of-purchase material represents a major expense which gets recycled every season. With the advent of affordable large format panel displays and PC hardware, digital signage is gaining in popularity at the expense of traditional “static" media.



Call it out-of-home advertising or call it narrowcasting… by any name, digital signage has come of age and it is coming soon to a retail store near you.

Now, retailers have a new tool which can reach out to their clients right at the point of decision. By leveraging the power of digital signage, retailers are finally able to react quickly to new consumer trends and adjust their message in a matter of hours, not weeks. Pricing can be adjusted to respond to competitive needs and not a single courrier charge is encurred. Try to do that with a printed poster!

There is also the matter of digital asset repurposing. Currently, advertising departments have amassed vast libraries of digital photos and artwork which is used for everything from printed flyer creation to the company’s e-commerce web site. These assets can be repurposed for digital signage purpose easily, providing much needed content at a low cost.

As digital signage asserts itself and networks grow across the country, many of the larger retailers will find themselves in an enviable position. They will have their own privately owned networks of screens with thousands of viewers dayly. By then, these savvy retailers will be in a position to dictate who gets screen time and their vendors will compete for access to this valuable new advertising channel.

By ten, we will all have said goodbye to those portable VCR/TV units that show up on so many retailer’s shelves (and they won’t be missed…)

For more information, visit http://www.navori.com