Ads Digital
Monday, March 8th, 2010
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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Proceed PAV, Digital Surround Decoder Ad 1997,inside $6.00 |
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ADS1112IDGST – ADS1112 16-Bit Analog-to-Digital Converter IC $12.50 |
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2-PACK Toslink Digital Optical, 90 Degree Right Angle, Audio Adapter AD-T03-2 $7.55 |
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NEW Apex Digital AD-1200 DVD Player ** IN MFG SEALED BOX ** $19.99 |
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LAMB OF GOD WILLIE ADLER MARK MORTON ZOOM H2 DIGITAL RECORDER 8X11 AD $3.15 |
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ICOM IC-92AD VHF/UHF DIGITAL TRANSRECIVER $675.99 |
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3 x AD9832BRU Direct Digital Synthesizer $22.99 |
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Opto 22 Model AD9T Analog to Digital converter 0-50 MV $16.10 |
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Yamaha YDD40AD Portable Digital Electronic Drums with Adapter $94.95 |
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1965 3M Mincom PD-1000 digital Data Recorder photo Ad $12.49 |
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MOTOROLA Digital DNA MSC8101ADS XMSC8101ADS Development Board $195.00 |
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CASIO+DIGITAL CAMERA+AC POWER ADAPTER +AD-C620J+CHARGER $29.99 |
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Audition Premium AD Digital Hearing Aid with 2 Microphones $999.00 |
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2001 JEEP CHEROKEE DIGITAL AC CONTROL $150.00 |
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Dynex 6FT Digital Optical Audio Cable DX-AD128 $0.99 |
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Original Print Ad-1978 BULOVA QUARTZ DIGITAL-LCD TIME. YOU DON’T PUSH. JUST LOOK $8.99 |
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96 Lincoln Mark VIII Heater AC Climate Control Digital EATC F6LH-19C933-AD *A $129.99 |
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Original Print Ad-1979 AS PRICES LEAP YOU NEED THE BEEP-Digital Paging Systems $8.99 |
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96 Lincoln Mark VIII Heater AC Climate Control Digital EATC F6LH-19C933-AD *B $129.99 |
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96 Lincoln Mark VIII Heater AC Climate Control Digital EATC F6LH-19C933-AD *C $129.99 |
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AC Adapter Western Digital power supply WD ADS-24S-12 1224GPCU SYS1298-1812-W2 $5.99 |
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Rick Sammon’s Digital Imaging Workshops: Step-by-Step Lessons on Editing with Ad $4.99 |
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SLAYER KERRY KING FOR KORG DTR-2000 DIGITAL TUNERS AD 8X11 ADVERTISEMENT $3.15 |
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SLAYER KERRY KING FOR THE ZOOM H2N DIGITAL HANDY RECORDER AD 8X11 ADVERTISEMENT $3.15 |
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1985 ORIGINAL AD Radio Shack Digital-Ready Mach 2 Speaker System “Feel the Bass” $7.96 |
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JEFF HEALEY 1989 DOD DIGITAL ELECTRONICS 8X11 AD FRAMEABLE ADVERTISEMENT PAGE $4.05 |
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LEXICON PCM-42 DIGITAL EFFECTS PROCESSOR PRINT AD $9.99 |
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Digital Sublimation Art Cup Mug Press Transfer Machine Ads Souvenirs Gifts DIY $129.00 |
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AD5241 AD5241BR10 I2C Compatible Digital Potentiomete $6.95 |
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60W Digital Solder Iron Soldering Station AT-936AD -European Adapter 220V $69.99 |
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Apex Digital AD-1600 DVD Player $20.00 |
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The Digital Diet: The 4-Step Plan to Break Your Tech Ad $13.19 |
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1976 Fairchild women’s LED digital watch photo print ad $8.39 |
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DYNEX 6′ DIGITAL OPTICAL CABLE DX-AD128 NEW OPEN BOX $3.95 |
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Olympus Stylus 790 SW 7.1 MP Digital Camera – silver”Read Full Ad/look pics” $35.95 |
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Kodak EASYSHARE C142 10.1 MP Digital Camera – Blue”Read Full Ad below/look pics” $22.45 |
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Omron C1K-AD C1KAD Analog Digital Module NIB $117.00 |
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ADS1102 DIGITAL STORAGE OSCILLOSCOPE 100MHz 500MS/s USB $490.00 |
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OHSEN AD0518 Mens Boys Digital Analog Dual Time Day Date Chronograph Sport Watch $4.99 |
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YAMAHA MY4 AD 4 CHANNEL XLR INPUT SLOT CARD FOR 01V96 DIGITAL MIXER MY4AD $199.00 |
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1X ADS1212P 22-Bit ANALOG-TO-DIGITAL CONVERTER $7.00 |
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60W Digital Solder Iron Soldering Station AT-936AD -European Adapter 220V $69.99 |
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CCTV DVR Digital Video Recorder 4-CHANNEL HD-SDI CTRing aD0400S H.264 REALTIME $425.00 |
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MICROCIRCUIT LINEAR DIGITAL * AD574AUD (Analog Devices) AD574 $290.00 |
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1x AD7525LN 3 1/2 Digit BCD Monolithic CMOS Digitally Controlled Potentiometer $25.00 |
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Digital Photography For Dummies, Third Edition 1999 by King, Julie Ad 0764506463 $4.48 |
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New ATTEN ADS1062CML 60Mhz Digital Storage Oscilloscope 7″ LCD $439.00 |
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Casio AC Adapter Model AD-C40 for EX-P600, EX-P70, QV-R3 & QV-R4 Digital Cameras $10.00 |
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ZOMBY Dedication 2x LP NEW VINYL 4AD Digital Download $24.99 |
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A new digital computer desktop background picture AD $0.02 |
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CORTELCO ARIES DIGITAL KEY SYSTEM PBX PHONE SYS. ADKS-144 AD0144-CBT-PAK 64-144 $129.00 |
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Worldwide CORDLESS PHONES AC ADAPTER FOR 5ESP 5E-AD060050-B POWER SUPPLY CHARGER $11.99 |
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878AD SMD Digital Soldering Rework Station Hot Air & Iron Desoldering Adjustable $69.95 |
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VINTAGE ’80s ROLAND SDE-3000 DIGITAL DELAY INFORMATION ARTICLE $14.99 |
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Western Digital WD1600BEVT-60ZCT0 (2061-701499-500 AD) 160gb 2.5″ Sata PCB $29.99 |
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15 Analog Devices AD7814 10-Bit Digital Temp. Sensors $12.99 |
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AD AD8402AR100 1-/2-/4-Ch Digital Potentiometers IC SMD $34.90 |
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OMRON DIGITAL COUNTER K3TX-AD21A-L1 K3TXAD21AL1 $99.95 |
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gold silver tester kit digital scale test Early Commemorative ads Coin Bar Scrap $48.00 |
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Dynex 6′ Digital Optical Audio Cable DX-AD128 $6.95 |
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Western Digital 80GB WD800BB-22HEA1, 2061-001130-300 AD, IDE 3.5″ PCB $26.70 |
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1 New Atten 200MHZ Digital Oscilloscope ADS1202CML $990.00 |
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APOGEE AD-8000 AMBus SDIF-2 CARD-FOR SONY 3324, 3348, & 3348HR DIGITAL I/O $199.95 |
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Ensoniq Mirage DSK Digital Multi-Sampler Vintage Print Ad 11/87 $4.99 |
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8in ADS High Resolution Digital Photo Frame TFT LCD Digital $9.99 |
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Korg Digital Sampler DDD-1 Vintage Magazine Ad 1986 $5.99 |
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4 NEW ANALOG DEVICES MIL SPEC ADC ANALOG/DIGITAL CONVERTER AD571SD/883B(C15-2-6A $34.99 |
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apex digital ad 111ow dvd cd mp3 player $10.00 |
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1976 Siliconix LED digital stopwatch stop watch ad $8.39 |
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1986 Technics PCM digital organ photo print ad $8.39 |
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1968 DE LAVAL “direct digital control” 2pg tech ad $9.99 |
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NEW ACTIVA WOMENS AD007-007 MULTI FUNCTION DIGITAL WATCH $0.22 |
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Rotary Phase Converter AD7F – Floor Unit 7HP Digital Controls Heavy Duty HD CNC $796.00 |
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1984 New England Digital SYNCLAVIER II Pat Metheny Photo 2-Page Print Ad $7.96 |
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ATTEN ADS1102 100MHz Digital Oscilloscope DSO ADS1102C $358.00 |
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ADS1255IDB — ADS1255 24-Bit Analog-to-Digital Converter IC $18.50 |
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APOGEE DAT AD 124 SEALED PROFESSIONAL MASTER DIGITAL AUDIO RECORDING TAPE $8.99 |
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AD8402A10 Manu:AD Encapsulation:SOP-14,1-/2-/4-Channel Digital Potentiometers $6.00 |
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AD7417AR Manu:AD Encapsulation:SOP-16,10-Bit Digital Temperature Sensor $8.00 |
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PIONEER TF-AD5235-R Digital Cordless Telephone Machine $88.00 |
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APOGEE AD-8000-SDIF-OP I/O DIGITAL DUBBING CABLE-FOR SONY 3324, 3348, & 3348HR $199.95 |
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APOGEE AD-8000-SDIF-IP I/O DIGITAL DUBBING CABLE-FOR SONY 3324, 3348, & 3348HR $199.95 |
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ADS8364, 16-Bit, 6-Ch Analog/Digital Converter ADC (2) $21.99 |
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1X ADS7800JP 12-Bit 3ms Sampling ANALOG-TO-DIGITAL CONVERTER ADS7800 $9.00 |
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1X ADS7800KU 12-Bit 3ms Sampling ANALOG-TO-DIGITAL CONVERTER ADS7800 $7.00 |
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1X ADS7805U 16-Bit 10ms Sampling CMOS ANALOG-to-DIGITAL CONVERTER ADS7805 $15.00 |
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1X ADS7805UB 16-Bit 10ms Sampling CMOS ANALOG-to-DIGITAL CONVERTER ADS7805 $20.00 |
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1X ADS822E 10-Bit, 40MHz Sampling ANALOG-TO-DIGITAL CONVERTERS $10.00 |
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1X ADS931E 8-Bit, 30MHz Sampling ANALOG-TO-DIGITAL CONVERTER $6.00 |
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ATTEN ADS1062CAL 60M Hz 1G Digital Oscilloscope 7″ LCD $379.99 |
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Casio Oceanus Digital Analog Quartz Watch AD-514 Mint $179.50 |
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ANALOG DEVICES AD558KP DIGITAL – TO – ANALOG CONVERTER 20 PIN PLCC $13.95 |
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Tiffen 37mm Thread Adapter for Olympus Digital Cameras #OLYD340AD $19.95 |
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190015R Fast Fully Featured Digital Laser Fax Services Shop Ads LED Light Sign $9.92 |
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ADS1062 DIGITAL STORAGE OSCILLOSCOPE 60MHz 500MS/s USB $350.00 |
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1 PCS PCF8591 converter module analog to digital conversion AD/DA $6.38 |
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Digital 100MHz Oscilloscope Scopemeter 2Channels 1GS/s USB 110-240V ADS1102CAL $399.99 |
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Dynex 6′ Digital Optical Audio Cable Surround Sound 6FT DX-AD128 $5.99 |
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VOVOX link protect AD 3.3′ (1M) Digital RCA-RCA 75ohms (6.2101) $80.00 |
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VOVOX link protect AD 16.5′ (5M) Digital RCA-RCA cable 75ohms 6.2104 $160.00 |








