14 www.stadiaworld.com DIGITAL SIGNAGE: THE NEXT STAGE OF DEVELOPMENT IS IN THE STARTING BLOCKS The use of digital media serves a wide range of purposes, and in the process it supports various marketing goals. What has already been successfully implemented in shopping centres, airports and railway stations is also becoming increasingly important in stadiums and arenas. Advertising and information systems have also long since entered the digital era. The number of digital signage installations is doubling every year in Europe, and there is no sign of an end to the boom. Digital advertising has decisive advantages over classic forms of advertising: for example, offers and information can be placed to align specifically with target groups, and interactive elements can attract the viewer’s attention. Digital signage in general encompasses the use of digital media such as monitors, flat screens or projection systems in salesrooms and in public places, together with the content they project. In addition to freestanding or freely suspended solutions, displays can be integrated into various kinds of infrastructure. Bar and seating areas can be equipped with them in just the same way as sales areas. The options for installation are almost unlimited. COUNTLESS OPTIONS Digital signage is offered as a package solution with hardware and software, together with the corresponding displays. This means that the various components are perfectly matched, enabling effective use. The various components can be used to create, manage and publicise content. The displays are centrally controlled via a network server, but can be controlled independently and thus display the desired information for their respective location. This cannot be done with classic media, such as posters. This means that the range of possible applications is huge. As well as transmitting information, digital displays can also be used as corporate TV, to show image films or to serve as a sales promotion device at the point of sale. The latter application is currently the most common one, because buying decisions are often made at the point of sale, and for this reason customers ought to be addressed precisely where the likelihood of purchasing is at its highest. But as an advertising medium, digital signage is assuming increasing significance. Along with cinema, television, computers and mobile end devices, this is the fifth kind of screen that serves as an effective communication channel for the advertising industry. CURRENT SURVEY In a survey, STADIAWORLD asked experts from companies which provide digital signage about the respective future potential of the various areas of application. The individual areas were thus evaluated on a scale of 0 (no potential) to 5 (very large potential). The area of advertising/marketing was given the largest potential, with an average of 4.75. This was followed by fan TV/entertainment (4.5) and digital display of food and drink menus (4.25). Game information (3.9) and visitor information (3.7) were ascribed rather less potential – the lowest potential given by the respondents was for visitor management (3.5). DIGITAL DISPLAYS
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