It’s widely acknowledged, and very obvious if you look around you, that digital signage is the fastest growing marketing channel. Companies in almost every industry are spending money on infrastructure which allows them to communicate with their target audience. Whether that’s internally with employees, or externally exposing brands to potential customers, powerful digital content is appearing almost anywhere an LCD display can be installed. Figures from Aberdeen Research suggest that outlay on such systems will increase from $1.3 billion in 2010 to $4.5 billion in 2016, and with the lifecycle of technology, the business is sustainable for the future.
The obvious question for marketers when making such an investment is how to measure the Return On Investment (ROI), and increase the effectiveness of the campaigns. It’s impossible to target traditional static advertising on footfall, gender, or the different socioeconomic groups which may be present at a particular time of day. Understanding the effect of digital signage deployments and being able to tailor content for specific groups, makes the proposition very attractive to marketing groups. We can take the development of analytics used in web marketing as a good example of how companies can pinpoint what works, and what doesn’t. With this technology we can see who has been visiting our site, where they came from, where they went and whether our site pushed them into making an action; whether that be collecting personal data, an enquiry, or the ultimate ROI, a sale.
The future for digital signage will see users demanding similar metrics, so they can ensure the best ROI by deploying the most relevant content to the target audience in the vicinity at any one time. This will make digital signage distinctly more attractive to advertising networks than other media such as television, print, radio or static outdoor advertising. One of the newest breakthroughs in digital signage analytics is the Intel AIM Suite, which put simply uses the latest technology to determine viewer demographics, measure audience behaviour and ensure that the content offered by the network is optimised for the footfall traffic passing the display.
Technically, the system uses sensors attached to the digital signage system which detect the audience's presence, their gender, age group, and is linked to the content playing so advertisers can tie all these elements together. As part of the package, Intel provide powerful data analysis software - figures and reporting are all cloud based, meaning network performance can be monitored from any network enabled computer over multiple locations. The short video below gives further insight into the technology:
Intel recommends the 2nd generation of Core processors for running the AIM suite, and based on this information Assured Systems suggests customers consider the NDiS 166 Fanless Digital Signage Computer with Intel Core i5/i7 support as a reliable multimedia platform on which their network can rely on.
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| The NDiS 166 Core i7 Fanless Digital Signage Computer is ideal for running Intel's AIM Suite |
Assured Systems is a leading UK supplier of digital signage solutions including powerful and reliable multimedia computers, freestanding digital signage posters, outdoor digital signage posters, and all-in-one LCD display systems. If you would like to discuss your project or application in more detail please contact technical sales on 01785 87 90 50 or email us at sales@assured-systems.co.uk
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