Digital Signage Delivers “Passive Persistent Presence”
Virtually every type of promotion requires some proactive actions by the viewer. You have to turn your TV on (and then actually choose to sit through the commercials); Web users have to choose to go to a site or a search engine; people have to pick up a newspaper or a magazine.
But, digital signage is different. It’s the only medium that has a passive, persistent presence for both promotional and informational messages. Employees only have to show up to work to receive repeated digital signage employee communications messaging about benefits or events. Digital signage can be delivered in the background as they go through their everyday activities. They don’t have to look for it – they don’t have to seek it out. If properly placed, the signage is a presence throughout the day. The same applies to digital signage marketing in waiting rooms in-store and hotel lobby signage – just by going through their normal activities viewers are exposed to the messaging. To my mind, this is a distinguishing characteristic of digital signage.
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