Offtopic » Texting coupons to viewer

So you've decided to run a print ad in your local newspaper. The paper may have even told you they could produce the artwork for you if you just tell them what should be in the ad. Problem is Derwin James Chargers Jersey , you're not sure what should be in the ad.


The first thing you need to do is answer the following question: What is your objective for the ad? You need to know what result you expect the ad to accomplish in order to determine what needs to go into the ad.


Once you determine your objective (e.g. I want them to visit my store; I want them to call me for more information; I want them to take advantage of my promotion) you can decide what needs to be in the ad to successfully convince them to take this action.


The problem I see with most ads is they lack focus. There is too much information and too much going on in the ad for the reader to be able to clearly understand the primary message the advertiser is trying to impart.


Your goal should be to impart one SINGLE message. And that message should support your objective.


Keep your ad simple and to the point. You can be creative, but make sure the reader clearly understands what you are selling, what you want them to do, and several ways they can take action (e.g. call Joey Bosa Chargers Jersey , visit your store, visit your web site, email).


(C) 2005 Debbie LaChusa

Digital signage - as it is used within the retail space - has come a long way over the years. Venue owners who were new and understandably dazzled by the technology were more than happy to have the screens strewn throughout their stores. Unfortunately, many of them found that the presence of the displays created an enormous amount of clutter Melvin Gordon III Chargers Jersey , often to the detriment of the shopper's experience.

Even today, long after many advertising standards have been tested and established, there are many stores that clutter their space with the screens. Sometimes, the problem is the content. Other times Philip Rivers Chargers Jersey , it's the screen placement.

In this article, we'll take a brief step backward and revisit why consumers hate ads. I'll describe a discussion taking place in the digital signage industry (at least, in the retail sector) that broaches a new concept in agency accountability. We'll also consider the hurdles in testing viewer response with an eye for managing clutter on the floor.

Why Consumers Hate Ads

The number one reason most people do not enjoy advertisements is because the ads are irrelevant to their needs and desires. There are other reasons. For example, some advertisements carry a message with which we strongly disagree. Others LaDainian Tomlinson Chargers Jersey , we dislike, but can't explain why. This last reason is nearly impossible to solve. If agencies are unable to identify why their market hates an ad, they're forced to fly blind. The other two reasons (irrelevance and a disagreeable message or product) can be controlled on your signage network.

The problem is that consumers filter advertising quickly. In most cases, you have one chance to get their attention on your digital screens; once that attention is gone Easton Stick Black Jersey , it's gone. This has led to an interesting discussion in the signage industry about agency accountability (though it has lost momentum since it was introduced).

Should Digital Signage Advertisers Pay For Bad Advertising?

Years ago, there were few ways to track the effectiveness of digital signage content within the retail space. Network owners would attract ad agencies who would design segments and pay a set price for inclusion within the loops. Because there was no way to know the effect of the content segments, there was very little accountability.

This created problems. In some cases, the segments had a negative effect. Not only would shoppers fail to respond to a given message Drue Tranquill Black Jersey , but they hated the ads. That reflected poorly on the rest of the loop as well as the venue.

The industry began to consider ways to make digital signage advertisers more accountable for their commercials. The idea was to somehow reward segments that were effective and punish those which were not. The goal was to incentivize agencies to produce engaging ad spots that generated a response and gradually weed out the spots that performed poorly. In essence, culpability. The challenge to making this system work is identifying how to best measure a given segment's response.

Measuring Response And Controlling Clutter

Imagine a network of 50 digital screens (this is quite small as some networks have thousands). If the content that is shown on the displays does not generate a response from viewers, the screens will simply create clutter. Even if they're perched above the heads of shoppers, they can still be visually distracting. This is why it is becoming more important than ever to measure the response of your signage content.

Texting coupons to viewers is effective; it's instantly trackable. However Nasir Adderley Black Jersey , the strategy is limited because not everyone is willing to respond immediately with their cell phones and mobile devices. Fortunately, venue owners and network operators can use data from a variety of sources to help determine whether their segments are effective. They can use data about floor traffic near the monitors as well as receipts from the registers. They can even speak with shoppers as they're leaving the store regarding their impressions about the content.

In the future, we'll increasingly use software to track the effectiveness of individual segments; we'll also use software to dynamically modify loops in order to distribute the best ads to optimal locations. Until then, venue owners and ad agencies will need to use the data at their disposal to measure the response of their digital signage content and reduce clutter.

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