In response to increased Internet ad spending, we are seeing a type of mass-market shift from traditional media spending to marketing that is much more narrowly targeted. This personalized marketing is based on reaching the consumer with the right message at precisely the right moment. This market shift is a gradual process that is taking place largely behind the scenes. It all began as a revolutionary change, but now we are beginning to notice a more gradual evolution of traditional marketing towards new, dynamic digital media.

Digital signage has stopping power, as people consider advertising in this media to be more unique and entertaining, and less annoying than both traditional and online media. Consumers notice digital signage in many different kinds of locations during an average week, giving advertisers the opportunity to intercept people with their brand message at various touchpoints during their weekly routines as they work, play and socialize. One benefit of digital media over traditional media is that a marketer can advertise to you and take your order at the same time.

Digital out-of-home advertising also engages people. In addition to the stopping power of digital signage, people find the advertising to be more unique, interesting and entertaining than other media. According to recent studies, a large percentage of people pay some or a lot of attention to digital signage advertising, which places this media ahead of traditional billboards, the Internet and mobile phones, and on par with magazines, radio and newspapers, trailing only television across this measure.

Digital out-of-home media is even more effective at reaching young adults. This generation has literally grown up with technology. Most young people rate digital media even higher than the general population. Here at Impact Media, we believe that digital signage has reached critical mass as a component of an advertiser’s media mix.

Here are some statistics on digital media:

• Brand recall for OOH Digital Advertising is about 48% versus Newspapers at 23% and Television at 14%
• Weekly and even daily promotions can be run for less than the cost of monthly print promotions.
• OOH Digital Advertising targets consumers in the retail venue where industry statistics show they make 70% of their purchasing decisions.
• Providing unparalleled, immediate change capabilities, OOH Digital Advertising allows for advertising of new specials and providing customers with updated information in hours or days, instead of weeks, while avoiding costly and time-consuming print and distribution expenses
• OOH Digital Advertising can also integrate other content such as news headlines, sports scores, weather and other information, proven to catch viewers attention
• Customers like them.  The established syndicated media research companies that evaluate traditional media viewership have conducted over 10 studies which consistently have placed a value on the acceptance by, and positive response from, consumers to this type of media.
• The more times a viewer sees your ad, the more likely they are to remember the message and act on it
• 87% of message retention depends on visual impact
•  Video commercials are the most memorable and have the greatest influence on buying decisions.
• It provides you the geographic-targeting advantage of newspaper and direct mail, the frequency of radio, and the impact of television.