Why invest in displaying on screens?

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Today's world of marketing is not as simple and uncomplicated as we might think at first glance. Educated and sometimes even brought up in marketing textbooks, often from the 1990s and 2000s by academics, who are usually only theoreticians and educators, we often forget how liquid this market sector is, and consequently, how variable this field of knowledge should be.

A new face of marketing

Academic theories do not keep up with one of the most innovative and dynamic business sectors. What only yesterday will be the clue of our client's campaign may even turn out to be a superfluous relic tomorrow, it may even generate a waste of time, money and logistical resources. For example, when the countries of Central and Eastern Europe entered the world of liberal capitalism with impetus in the early 1990s, cyclical newspapers and TV commercials were one of the cornerstones of marketing communication with non-personalised customers in hypermarket chains' campaigns. Over the course of time, several important issues have arisen: the first one - customers have become "immune" to the distribution of these newspapers, even a group appeared in the research, which treats them with irritation, as potential cluttering of their personal space, or their closest social space.

The second issue is the civilization changes that have occurred since the establishment of the hypermarket chain in the 1990s, until today have introduced new and changed the intensity of old distribution channels and now even a less affluent customer of a large-format store receives marketing information not only through such "traditional" information channels as a promotional newspaper or television.

Display of information and advertising content on screens

The latter is important because cultural change is often generated by innovation and technological change. These include the display of information and advertising content on screens; moreover, no matter how you look at it, according to all theoretical studies, advertising is also a kind of information. Today, when we know that we are living in a new era of (repeated) "picture culture". (as some sociologists predict), and all signs in heaven and earth indicate that we are more likely to see than to read (decline in readership, growing popularity of social media based more on image placement than text, growing share of subcategories of vlogs in the total mass of blogs, etc.), placing liquid crystal displays has a future.

Wherever a potential client-receiver of the message may appear, an attempt may be made to use screens. And this is regardless of the circumstances and climatic conditions, because the screen will work well outdoors, because the proper preparation of modules (in accordance with IP65 protective standards) allows for their work abstracting from changing weather conditions, while assuming that the installation of an external screen on the facade of the building is approved by local law, spatial development plan or even the city conservator of monuments.

The same is true of the mentioned circumstances of the location of the source of the transfer, under which we understand first of all the nature of the location. For example, it can be a catering room, a suburban fast train car, entertainment (bowling alley, club), leisure (hotel lobby) or commercial (shop, shopping mall, display of a brand inside a specialized market or a place where customers group together in a cash or goods receiving area).

Displaying advertising content on screens - benefits only

There are many applications for screens and monitors, and even more we will see the benefits of their efficient use. Let us start with a very subjective beneficiary, because it is characterized by its own, often very emotional assessment of the advertising campaign element, and it is the level of interference in such a delicate personal sphere of a hypothetical client. This type of communication (by displaying it on screens) appears to be less intrusive, less irritating, less irritating and, as a result, less discouraging to the customer with the advertising message.

From other positives it is worth mentioning much easier to configure the content (if we are, of course, in possession of a software base), than in the production of the "traditional" shop window. In the case of the latter, the expenditure of money and time is incomparably greater. Whoever faced the problem of creating a well-thought-out and coherent scenery for a retail chain, e.g. clothing, knows how powerful a project can be, how much human resources he can engage in the company.

Another possible profit is the chance that the distributors of the products will want to "buy the airtime" in our facility and on our monitors to increase the recognition of their products. Market reaction studies (especially in the food industry), i.e. feedback data obtained on the basis of sales results after installation of screen modules confirm that the use of screens with optimally selected advertising content will increase the so-called impulsive purchases. This is done by introducing the contextual nature of the advertising message, for example: on screens placed in a fitness centre with a mini-bar or snack machine we will broadcast advertisements for cooling drinks and energy bars, which will "remind" the customer of the possibility to buy such bars on the premises of the facility.

What is also worth mentioning, and nowadays it is a campaign often indistinguishable and thus ineffective, displaying on screens creates a kind of decorative element in the room; attracting attention, introducing an element that breaks the monotony of static decoration of the interior of a commercial building by means of constant movement of the image.