Digital signage Advertising at a new level

With the mobility of the market today brought about by the fast-paced changes of technology, advertising has taken on a new wave called digital signage.

M.A. Tan/Mediamark, Incorporated recently launched its venture into digital signage prior to the installation of a digital setup at the domestic waiting lounge 7 and 8 of the Mactan International Airport this August that will be powered and operated by its partner Graphic Star.

Mediamark Inc. introduced the advent of digital signage to their potential clientele from the retail, hospitality, restaurants, fast foods and banking industries.

Graphic Star general manager for marketing Albert Pedrosa discussed in his presentation the relevance and effectiveness of doing advertising with digital signage as a requirement for today’s modern times.

“Marketing in today’s times has become so complex because the market has become so difficult to reach and so you must be able to expose yourself in order to get in touch with your targeted market and every advertising does not just end with relaying the message, it has to go with customer service and consider the entire customer experience,” said Pedrosa.

He said that   opposed to conventional advertising methods and tools, digital signage provides advertisers an edge because of its benefits such as narrowcasting, multimedia features, cost-effectiveness, dynamic content and the ten times attention power.

Pedrosa said that the new trend of digital signage involves the application of latest video display technologies that can enable advertisers to deliver specific communication at the given time and place thereby lowering incurred cost.

In terms of message impact, he said that digital signage has greater impact because it provides integrated marketing strategies for a proven track record and measurable results.

“This is a new channel to add from the availability of advertising tools. It gives better experience than radio or newspaper and it’s very cost effective as you can save on printing, distribution costs and processing time,” he said.

As for content, digital signage will enable advertisers to easily change content that can increase brand awareness, drive sales and touch base with customers.

“The digital signage is wirelessly attached to a computer over the net and since it’s a dynamic sign because it uses oversized monitors it has ten times power to get customer’s attention and once it gets attention, you get the opportunity to influence their decisions,” he said.

Angela Jennifer Moreto of Mediamark said that around mid-August they will be installing the real units of plasma LCD screens at the airport and will be having a dry run of these units which will showcase the audio visual presentations of the Department of Tourism for free as a way to help promote Cebu the whole Central Visayas.

Right now they are still looking for potential clients and will be offering “diverse rates” to their existing units and new ones.

Meanwhile, Mactan-Cebu International Airport Authority (MCIAA) general manager Danilo Augusto Francia said that he views the installation of the digital signage in the airport as a way to bring in a sense of well-being and good environment for the travelers to make their trips in Cebu a worthwhile experience.