Digital Signages

Times are changing and so as advertising. The digital explosion synergized by the Internet revolution, advertising has evolved into a more powerful form - capable of precision advertising anytime anywhere. For example, Google's popular AdSense Program offers contextual advertising where users only see ads relevant to their searched information.

Another more interesting advertising medium that has come out recently is the digital signage. Although digital signages already existed in their LED (light-emitting diode) forms, the new-generation digital signages today use the PC platform with far greater capabilities than their predecessors.

Many studies support the effectiveness of ads displayed in a digital signage compared to traditional advertising such as those on TV. Neilsen says that it is ten times more effective while Marketprofs.com says that digital signage can help boost sales three times more than what TV can.

I am also convinced that digital signages are more effective than TV because more than 75 percent of viewers, according to an In-stat study, either switch to another channel or just come back to their favorite soaps or programs when all the ads are over. The World Federation of Advertisers has also confirmed that over 80 percent of ads are not viewed by viewers in their study.

In the Philippines and in Cebu in particular, digital signages have taken a ride even in jeepneys. The jeepney setup consists of a DVD player and a flat screen mounted on the end-center of the passenger area. I've also seen a lot of digital signages powered by a DVD in several McDonalds outlet showing their own ads and even third party ads which means additional income for the store.

Another eye-catching out-of-home advertising is the giant LED screen on Fuente Osmeña which is said to be also powered by a DVD.

But then again, the problem with those DVD-enabled digital signages is that you need to have at least an expensive DVD to run all those ads the entire day - and DVDs as we know, are mostly disposable. And you can imagine the number of times you need to replace them in a month.

An IT company in Cebu, A5TRX Corp, solves the problem by developing a unique approach to digital signage using their technology. Ads can be displayed over a digital screen such as LED, LCD or ordinary computer monitors enabled by a PC. In fact, they say that PCs have the industrial strength than DVDs with infinite capabilities to deliver ads more engagingly and intelligently.

A5TRX's ieHIP Digital Signage systems have in fact garnered interests from investors, advertising agencies and malls for its capability to post real-time ads (which is ideal for limited-time offers or on-the-spot sales campaign) compared to DVD-enabled displays.

Another powerful feature of the software is its ability to "narrowcast" ads.

Meaning it can manage or control remotely a group or groups of digital signages regardless of location using the internet or what is called "networked advertising." The exciting part of narrowcasting is the ability to show ads simultaneously within the network or configure all display screens to show different ads at the same time - which means only relevant ads displayed to the audience and therefore making the campaign more effective.

A5TRX is open to joint ventures and franchise opportunities. In their presentation, a digital signage business offers better ROI (less than a year) than the usual franchise opportunities. For inquiries call 4123456 contact Kristine Lim.

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