Is Digital Signage Worth the Investment for Small Retailers?

Digital signage is an increasingly affordable marketing technology that has become a lot more accessible to small retailers in the past couple of years. Digital signage display screens with HD resolution no longer cost the earth, while professional digital signage software can be downloaded for free. In fact, if you have a spare PC and either a plasma screen or LCD screen available it is pretty easy to get up and running at zero cost. But will it bring small retailers more sales?

The signs are positive. Digital signage is strong on the delivery of high impact visuals that capture attention and motivate consumer action. Animations, image movement and video on a well-positioned screen will certainly grab eyeballs. Data from Out-of-Home Video Advertising Bureau Europe (OVAB) suggests that moving images are as much as 28% more effective in attracting attention than static posters or billboards.

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