Ads Digital
Digital Signage Market Poised to Skyrocket
Well it appears that the 800-pound gorilla Google has set its sights set on the digital signage market.
The New Scientist Web site broke the story earlier this month that the search-engine company has filed for a patent on a way to divvy up ads on a network of electronic signs. The ideas seems to be to give retailers and others a simple way to organize an advertising campaign to promote inventory on, for example, a digital signage network display or displays near their stores in a mall.
Just as Google allows advertisers on the search engine to specify characteristics of their online ad campaigns, such as what keywords to use, how much money to spend, and what to say in ads, the new Google system is likely to give retailers a way to get very specific about what product is advertised, how and where it’s advertised and how much will be spent to advertise it.
Granted, Google is only at the patent filing stage, and it’s much too soon to discuss this approach in detail. However, that’s not what’s important. The point is that Google’s approach is another sign that digital signage networks are organizing into a market that can be meaningful to advertisers. Google’s patent filing is further evidence digital signage is quickly transforming from an amorphous marketing concept into a concrete, definable reality.
Like the November ‘06 Screen Association announcement of the first directory of UK-based digital signage networks that accept third-party advertising and the news a month later of the formation of Nielsen In-Store to help marketers quantify in-store audiences, the Google patent move is a further indicator that digital signage networks are coming of age as a legitimate, quantifiable ad medium.
Another is the financial health of the out-of-home advertising market, which in 2007 is expected to be the second fastest growing advertising medium behind the Internet. A New Year’s Day article in MediaWeek quotes a forecast from private equity and mezzanine capital investment firm Veronis Suhler Stevenson as saying the out-of-home ad market will grow 6.7 percent to $7.25 billion, following a 7.9 percent growth rate in 2006. It goes on to say PricewaterhouseCoopers projects even stronger growth of 7.9 percent for 2007.
To be sure, out-of-home advertising encompasses many things, like digital and conventional billboards, cinema and mobile (i.e. bus, taxi, etc.) However, it also includes digital signage networks, which surely will stake out a growing piece of the out-of-home ad pie as they organize further into a media buy individual companies and ad agencies can measure and understand.
That could not come at a better time as ad agencies and ad buyers increasingly question how effective their traditional television and print ads are. Digital video recorders (DVRs) and video on demand are giving television viewers more control over what they watch and when. Zapping commercials -fast forwarding past them- continues to grow along with consumer uptake of digital video recorders.
Newspapers aren’t delivering the audience they once did. Circulation is down nationwide and that’s taking its toll on the commercial value of the medium. One need look no further than McClatchy Co.’s sale of the Minneapolis Star Tribune for about half of the $1.2 billion purchase price the publishing company paid in 1998 to see the impact of falling circulation.
All of these factors -including the congealing of digital signage networks into a quantifiable market, new convenient ways for retailers to ties their inventories to ads on digital signs near their stores, TV commercial zapping and the decline in newspaper circulation- point out that digital signage advertising is poised to skyrocket to new heights in 2007.
About the Author
David Little is a digital signage authority with 20 years of experience helping professionals use technology to expand their marketing messages with alternative media. Visit http://www.keywesttechnology.com and find how you can expand your marketing horizons. For further insight, download my free white paper Why Digital Signage Works.
Rejected “Digital Switch” Ads
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Bose 901 series V 1 page Ad from 1987, beyond digital $10.80 |
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Ricoh Digital Color Copier 1995 Print Ad $4.99 |
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1974 Monsanto Fisher dc2 Digital Control Computer 2P Ad $12.99 |
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Digital AC Adapter Power Supply 11V 40W MAX FR-PCP8H-AD $5.45 |
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1963~Desk-Sized Early Electronic Digital Computer Ad $7.99 |
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CASIO AD-C620J DIGITAL CAMERA AC ADAPTER POWER CHARGER $34.99 |
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1976 Fairchild Digital Watch ad vintage, sunset $6.99 |
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1976 Longines Wittnauer Polara 300 Digital Watch ad $6.99 |
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Morley Digital Distortion Guitar Pedal 1981 Print Ad $6.99 |
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Digital AC Adapter 11 Volts 2.3 Amps 30W FR-PCP8H-AD $20.99 |
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Vintage Print Ad Concord digital watch 1976 old ads $5.99 |
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AD Monolithic Resolver-to-Digital Converter IC AD2S80 $299.99 |
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AD Resolver-to-Digital Converter IC AD2S83 / AD2S83IPZ $148.88 |
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1986 GENESIS IN A SONY DIGITAL EQUIPMENT PHOTO AD $9.99 |
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The New Look DIGITAL SOUND Clever 1988 PROMO TRADE AD $12.00 |
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1987 TECHNICS DIGITAL PIANO VS. A CONCERT GRAND AD $9.99 |
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1989 SAME SOUND DIFFERENT SCALE TECHNICS DIGITAL AD $9.99 |
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1975 Concord Digital 3 Watch Photo Tiffany print ad $8.95 |
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1975 Concord Solid State Digital Watch Photo print ad $8.95 |
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3 x Digital PrintServer 20/32 LPSXX-AD Cleaning Unit $9.99 |
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Apex Digital AD 1115 DVD Player $20.00 |
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Digital Phase AP-4 Speaker Ad, 1993, Acousta-Reed Tech $11.05 |
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Digital AC Adapter Power Supply FR-PCP7H-AD 15V 35W $27.99 |
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1973 Westclox Digital Clock Radio ad look ma, no hands! $4.99 |
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1977 K-Mart LED Digital Clock Radio ad vintage tech $4.99 |
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AD AD571KD 10BIT ANALOG T DIGITAL CONVERTER IC REFURB $69.90 |
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IEI Iwashita AD 3000D Digital Automatic Epoxy Dispenser $342.89 |
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AC Adapter Digital FR-PCP7H-AD Power Supply DC 15V 35W $5.90 |
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Digital 12VDC/1.2A Power Adaptor ~ Model ADS-1212PC ! $7.95 |
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OMRON H7CL-AD COUNTER DIGITAL LED 9999 12-24VDC $94.99 |
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DIGITAL PLAYGROUND FILMS(’03) JESSE JANE VIDEO ADULT AD $0.99 |
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PRO ARTE RECORDS AND TAPE – SM5000 DIGITAL, AD 1983 $9.99 |
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Digital Equipment Corporation LN03X-AD $14.95 |
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1971 Emory Univ Digital DECsystem-10 Supercomputer Ad $9.99 |
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1988 John Williams/Boston Pops Digital Jukebox promo Ad $8.99 |
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1958 Ampex FR-300 Digital Computer Tape System Print Ad $9.99 |
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1983 Digital Tech Digiplex MIL-STD-1553 Computer Ad $9.99 |
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1959 Librascope Military Airborne Digital Computers Ad $9.99 |
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1984 DEC Digital Personal PDP-11 Computer 2-Page Ad $9.99 |
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Hitachi Compact Disc Digital Audio Player C 1982 Ad $9.99 |
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Jensen Model RE518 Car Stereo w Digital Readout 1981 Ad $9.99 |
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1969 DEC Digital Computer Computerpacks Lab System Ad $9.99 |
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The Casio Watersports Digital Watch C 1982 Ad $9.99 |
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Digital Equipment Corp Ad Ruler Pro 300 Advertising $24.00 |
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1988 John Bayless photo Piano MegaForte Digital Ad $9.99 |
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Creamware A16 16 IO AD/DA Digital Analog ADAT Converter $299.00 |
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‘77 Digital LSI-11 Microcomputer GTE Hospital System Ad $9.99 |
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5V AC DC Adapter Power ADS Portable Digital Photo Album $9.99 |
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Phonics Digital PD119 “As Seen in Ad” 2″ 200 Watt Neod $4.86 |
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Fisher Digital CD Player MDL # AD-871 $12.00 |
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Pioneer SA-9800, TX-9800 Digital Amplifier,Tuner Ad ‘78 $10.20 |
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1979 Riehl LED solar digital watch photo print ad $9.99 |
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1976 Pulsar Watch PRINT AD Time Computer Digital $9.99 |
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DENON – WORLD’S FIRST IN DIGITAL, AD 1983 $9.99 |
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DIGITAL AC Adapter Power Supply FR-PCP8H-AD 11V 2.73A $14.99 |
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RANE AD 22B DIGITAL AUDIO DELAY DOLBY TIME LINK EXCELL $234.00 |
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Rane Digital AD 22d $99.00 |
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Western Digital Hard Drive PCB #: 2061-001130-300 AD $19.99 |
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1978 Bulova Quartz Digital Watch photos Vintage Ad $8.99 |
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ADS 5.6″ PORTABLE DIGITAL PHOTO ALBUM-HIGH DEFINITION $143.99 |
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SFI Digital 20 speaker Ad from 1985,RARE! exotic! $12.00 |
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ADS Digital Time Delay System Ad from 1978 mint! $10.20 |
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NEW AD DIGITAL PANEL METER AD2006 $199.99 |
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Sensor Laser 440 digital CDR watch 1977 print Ad $7.99 |
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AMPEX FR-300 digital tape handler computer 1959 Ad $7.99 |
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ADS 5601 Digital Photo Album MP3 MP4 & MOVIE PLAYER NEW $79.99 |
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ADA DIGITAL MULTI EFFECTS PINUP AD vtg 80s guitar 2fx $5.99 |
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1978 Riehl Time LED digital solar watch print ad $9.99 |
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DIGITAL PODUCTIONS 1984 Poster Ad LAST STARFIGHTER mint $12.95 |
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ADS TV ELITE REMOTE + MOUSE CONTROL ADVANCED DIGITAL $14.49 |
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1986 Technics PCM Digital Electronic Organ Photo Ad $9.99 |
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1974 Westclox Quartzmatic LCD digital watch photo ad $9.99 |
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1994 PINK FLOYD Digital Remaster Series JAPAN POSTER AD $9.95 |
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1988 Tecnics Digital Ensemble Sweepstakes Piano Ad $6.99 |
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1980 TEAC FLOPPY DISK DIGITAL CASSETTE DRIVES AD $8.99 |
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1980 ADVANCED DIGITAL PRODUCTS PDQ-3 PASCAL COMPUTER AD $8.99 |
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Vintage DEC Digital DECNIS 500 DNSXA-AD Loaded! DNSAN-B $500.00 |
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Digital Cities AD: Architectural Design $40.50 |
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RANE AD 22B DIGITAL AUDIO DELAY SIGNAL PROCESSOR $49.99 |
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1988 Lowrance Digital Depth Sounder Vintage Ad $9.99 |
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1958 Arma ICBM Missile Digital Computer Module Print Ad $12.99 |
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LOUIS ARMSTRONG In Digital 1991 PROMO POSTER AD mint $9.95 |
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ADS 8″ DIGITAL PHOTO FRAME ADS8000PF 128MB BUILT IN NR $0.99 |
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1976 Pulsar LED digital 4 Time Computer watch photo ad $9.99 |
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1976 Fairchild LED digital watch photo print ad $9.99 |
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NEW ADS Digital 7″ Photo Frame w/Split Screen Ability $84.99 |
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1985 TECHNICS PCM DIGITAL ORGAN Vintage Print Ad $9.99 |
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1977 Unitrex LED digital watch photo print ad $9.99 |
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NEW DAEWOO / DIGITAL DEVICE LOGIC DLD-AD-181-A03 $120.00 |
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1986 RENAULT ENCORE AD – DIGITAL $1.00 |
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Digital Phase Ap-1 Ad from 1993, nice! $9.35 |
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MINISTRY OF SOUND DIGITAL DANCEFLOOR Advert AD PINUP $5.06 |
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ANALOG & DIGITAL SYSTEMS ADS MODEL T2 FM STEREO TUNER $9.99 |
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Digital Photo Frame ADS 13.3″ Widescreen ADS1303PF $79.95 |
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New USB DVB-T Digital TV Receiver Time shift Skip Ad $14.96 |
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RCA TV w 9″ Screen AM/FM Digital Clock 1/2 Pg 1970 Ad $9.99 |
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HKS REV AD 0-5volt 3 digital signal outputs from one $99.99 |
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CASIO+DIGITAL CAMERA+AC POWER ADAPTER +AD-C620J+CHARGER $29.99 |
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1982 TIMEX DIGITAL Watch AD~Command Bar Dress $9.99 |
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1987 Nile Rodgers photo New England Digital Ad Music $8.99 |