But just because you have digital signage doesn’t mean people are looking at it.
The reality is you can’t just hang a TV on the wall of your café and expect amazing results. Sure, you can strategically choose mounting locations and create eye-catching designs, but those decisions only do so much. What you really need is to understand why your digital screens aren’t working for you when they should be.
So with that, let’s dive into a short history lesson!
Digital signage is older than you might think.
While manual signs and print advertisements have been around for centuries, consumers weren’t exposed to digital signage until about the mid-1970s, when TV advertising overwhelmingly became the ad medium of choice. As sales of color TVs started to outpace black-and-white units, ad agencies invested heavily into TV spots, creating a nearly $6 billion industry by 1976.
Retailers saw this big potential in TV ads, too. After all, this type of advertising seemed to easily attract the attention of consumers compared to older forms, especially as more of them bought and watched TVs in their homes. In fact, in the 1970s, the average person was exposed to about 500 ads per day.
Not wanting to miss out on this opportunity, retailers used TVs to play in-house, pre-recorded commercials and advertisements via VHS tapes for customers as they searched through their stores. By producing and playing information again and again, the hope was to draw attention to specific products and drive sales.
And of course, all of this led to the digital signage and advertising we know of today.
Remember how the average person in the ‘70s saw about 500 ads per day? While that might seem like a lot, we modern-day consumers are exposed to around 5000 ads per day. That averages to about 312 ads per waking hour. Insane!
As a marketer, be forewarned: the increase of consumers’ advertising exposure over the years has created a problem for you (especially for your digital signage). This gruesome fight for our attention has created a type of consumer who has an intense ability to give you their full attention… or none at all.
More and more consumers — especially those in the younger Gen Z and Generation Alpha groups — hate anything that looks like an ad. Within seconds, they can filter out any data or information that doesn’t matter to them and ignore it.
This behavior has not only shaken the advertising and marketing industries, but it has a direct impact on your foodservice operation. While your digital signage will certainly grab more attention from your customers than static signs, it has to be created with the customer’s desires in mind in order to truly turn heads and make an impact.
By now, it’s clear you can’t just hang that TV in your cafeteria and call it good! You need to use your digital signage wisely in a way that gives consumers a reason to pay attention beyond their rumbling stomachs. After all, they could be dining with someone else and have that need met.
As such, here are five ways to create amazing digital signage experiences:
Want to know how else to create amazing digital signage? Check out this blog post on how your signage software should help you create a holistic, positive customer experience with your operation.