Location, Location, Location - A Series on Location Based Advertising

Our last series of blogs dealt with how to increase your audience. In this series we will dive into location based advertising, its effectiveness, and how to get your audience more engaged with the advertising on your displays.

There are two key issues to be addressed when it comes to location based advertising:

1. Does place based advertising really work?

2. What type of advertising is most successful in this environment?

Both of these topics will be discussed in full detail in this series; however, here is a sneak peak at each of these topics and how digital signage is perfectly positioned to capitalize on this trend. When it comes to the effectiveness of place based advertising, studies have shown that digital-out-of-home displays have a huge audience. This means the medium has a great opportunity to succeed. With the wide reach of digital signage, and its continued expansion into new locations and markets, it is only a matter of time before the medium is the dominant form of outdoor advertising. Place based also provides an opportunity for immediate gratification. In a culture where we want everything right now, digital signage is the best way to monetize this trend. Three out of every four purchase decisions are made while in a store, and with digital signage this can be used to your advantage. Offering a limited time discount or a special offer on your digital signage network can easily boost sales of the featured product or service.

From an advertising content perspective, the best types of ads to run on your display network are ones that would be easily accessible to your audience. For example showing a promotion or special offer that a local museum is offering would be much more effective as opposed to an offer from a business that’s two towns over. Location sensitive offers have the highest success potential because people can get what they want quickly.