Advertising at the Speed of Technology
In today’s world of evolving technology, you would never consider using a typewriter to handle your business correspondence. The world now travels at the speed of emails and smartphones, leaving some forms of advertising, like changeable copy boards or manual reader boards (MRBs) behind. LED message centers, featuring digital content that can be changed remotely and as often as you like, are better for driving business.
MRBs were once an innovative product used to drive on premise sales, but they simply do not make business sense anymore. No employee wants to brave soaring or plummeting temperatures to change the letters on the sign. As a result, promotions for cold drinks meant for summer customers are still on the board in the middle of winter.
Businesses need a better advertising tool that can be customized daily, or even minute-by-minute. Advanced software has the added advantage to update signs, change playlists, and even diagnose the readiness of signs via any internet connected device. Breakfast specials can be broadcast during the morning and snacks during late night hours. Hot drinks can entice customers when the temperature dips and ice cream treats when it rises. When the weatherman gets it wrong and a rain shower pops up, you can change to an advertisement for rain gear in just minutes.
For community organizations, timeliness is just as important. With last minute changes to schedules due to weather conditions or other unforeseen events, digital signage offers a much faster way to notify the public.
The content of LED signs is eye-catching for every car and pedestrian passing by, and the cost per thousand impressions (CPM) is lower than any other form of advertising on the market. On average, LED signs have a CPM of 74 cents, compared to $7 for an online targeted banner, $13 for radio ads, and $22 for television. Considering that the average American traveler spends about 20 hours per week on the road, an investment in an on premise message center is an excellent way to reach that traffic. Plus, there is no costly production time involved.
With the increasing proliferation of mobile smartphone apps, and a growing generation of consumers who expect a personalized advertising experience, it won’t be long before on premise digital signage follows the lead of digital billboards with increasingly customized messaging, like the one in use by Chevy in some major US cities. Manual reader boards simply can’t compete with this type of advertising content, nor can they drive traffic in the same way that digital signage can.