is digital signage more beneficial than conventional signs within the uk market

8/9/2019 Is Digital Signage More Beneficial Than Conventional Signs Within the UK Market

1/5

Is Digital Signage more beneficial than conventional signs within

the UK market?

Signs have been used across the world for many years, and across the years

there have been a number of innovations aimed at attracting peoples’ attention

more effectively which have been introduced, a number of these include, pop-up

displays, spinning and swing signs (Warpfive International, 200! Sign Spin,

200"#, and roll-up screens ($%act, 20&0#' hese signs have been used for many

years but with the development of better technology it was only a matter of time

before signs themselves were affected' he further technical advancements

which allow for changing the display content mechanically was the ne%t

development of signage within the )*, and the world, scrolling multiple posters

(+ei ou ing Science . echnology evelopment, 20&0# or rotating the

triangular /louvers/ that enable showing different messages as the three faces

are e%posed (riple Sign System +, 20&0#' he signage mar1et then too1 its

ne%t leap forward and moved on to simple monochromatic $ signs which

allowed te%t to scroll across it as well as presenting simple graphics, and provide

greater fle%ibility' he use of such solutions are now available in considerablyenhanced forms and are presented in a number of different versions and various

styles (Signs 3lus $s, 20&0#' 4robelny and 5ichals1i (20& have further

found that the costs of producing 6 or $ panels are continuously

decreasing, and the panels were gaining more and more interest among

advertisers' 6urrently the process of replacing conventional billboards with the

digital display solutions is primarily being underta1en within more urban areas,

where the electricity supply and access to computer networ1s is not a problem

and there is are more potential customers, however individual companies across

the world are starting to roll out their own digital signage solutions within their

stores as well'

s discussed above, digital signage really is the ne%t stage in signage evolution,

and it is a growing business across the world, a study carried out by 4 on its

prevalence within the )* however shows that in 20&& there are around /&7&,890

screens in situ/, this is an increase of 2:; since 200" (4, 20&&, online#' 4


2/5

have also noted that within shopping centres there has been an increase in

digital signage use, they noted that in 200" there were only &2 shopping centres

which implemented digital signage across the whole of the )*, this has now

increased by 72 centres, to a total of s less than the

missed opportunity of ?not? having some form of attracting attention (igital

Signage oday, 20&2, online#' lso digital signage is a real benefit for companies

wishing to creating a relationship with customers that is more dynamic and

engaging, not to mention more professional loo1ing, than @ust printed pieces of

paper stuc1 onto a wall or left lying on a table' +usinesses within the )* need to

react to advancements in technology, companies which do not advance, moreoften than not, are left behind'

Williams (20&0# researched digital signage and found that viewers are more

engaged! not @ust e%posed to digital signage' Aearly half,


3/5

leniency with creativity/' here are other advantages 6hien noticed, including

the ability to swap out different messages with relative ease for new ones which

in turn leads to a reduction in production costs' Burthermore in merica the

benefits of digital signage have been felt in not only by businesses but by the

police force, by capitaliCing the real-time nature of updating digital signage,

police groups capitaliCe on the Dsi%th man/ and billboards have led directly to the

capture of at least &< fugitives (B+I, 200, online#'

Ether research found that may be useful'

nother great advantage of outdoor digital signage is that content can be altered

for different times of day to meet the reFuirements of say the commuter run,

compared to the midday shopper' (Williams, 20&0, online#

Figure 1 Screen Penetration (L! "#11! online$


4/5

+ei ou ing Science . echnology evelopment (20&0#, + Signs, available

from httpGHHwww'bd%signs'comHenHproducts'asp accessed &9H0&H&7J

6hien, 6', (20& D+illboard $volution,K The Four Peaks Review &'&, :9-"'

igital Signage oday, (20&2# he missed opportunity cost of AE having digital

signage, online, available from

httpGHHwww'digitalsignagetoday'comHblogH2&Hhe-missed-opportunity-cost-of-

AE-having-digital-signage accesses 27H&H&7J

$%act (20&0#, isplay Systems, available from, httpGHHwww'e%act'net'plHgbH

accessed &9H0&H&7J

Bederal +urearu of Investigaion', (200#, /igital +illboards, What a ifference a

Lear 5a1es,/ online, available from ,

httpGHHwww'fbi'govHnewsHstoriesH200H@anuaryHbillboardsM0&700 accessed

&


5/5

Sign Spin (200"#, Sign Spin family of products, available from

httpGHHsignspin'comH accessed &9H0&H&7J

Signs 3lus $s (20&0#, Signs 3lus $ isplay Signs, available from

httpGHHwww'signsplusleds'com accessed &9H0&H&7J

riple Sign System + (20&0#, riplesign rivision - 5otions engage the

attention, available from, httpGHHwww'triplesign'com accessed &9H0&H&7J

Warpfive International (200#, Warpfive International - 5anufacturers of 3oint of

Sale and isplay Systems, available from httpGHHwww'warpfive'eu accessed

&9H0&H&7J

Williams, O', (20&0# Eutdoor igital Signage to +oost rade in Oetail, rmagard,

online, available from httpGHHwww'armagard'co'u1HnewsHoutdoor-digital-signage-

to-boost-trade-in-retailH accessed &

is digital signage more beneficial than conventional signs within the uk market

Documents