E.M. Xaba, A.T. Roux, and G.A.P. Drotsky
Vol 16 | Issue 1 pp. 11-25
Abstract
Digital signage is a commercial promising field in marketing. Yet, it is a little researched topic, with an incomplete understanding of the factors to consider when planning digital signage message executions or media placements. There is no systematic, cohesive foundation to describe and study the features of this promising contemporary digital platform. This paper addresses an academic-practitioner divide by developing an orderly categorisation of digital signage message execution and media placement considerations and research. It offers a well-ordered conceptualisation of digital signage types and guidelines for selecting content types, formats, display quality and technical interactive designs. The resulting taxonomy is of relevance to retailers and marketers aiming to optimise utilitarian or hedonic value. Some guidance for prospect research is provided, particularly assessing the varies opportunities offered by different digital signage content types; designing experiments compare the effectiveness of digital display quality, sizes, placement and designs at different locations. The possible obstacles of interactive digital signage also deserve future research.
Keywords: out-of-home advertising media, media planning, way-finder technologies, digital marketing, advertising, communication
This article may be downloaded from the following locations:
References
Abidin, N.A.Z.Z. & Aziz, A.A. 2012. ‘Window display compositions: its influences on youths in Malaysia’. Procedia-Social and Behavioral Sciences, 38:355-361.
Aradhana, G. 2016. ‘Technological profile of retailers in India’. Indian Journal of Science and Technology, 9(15): 1-16.
Bae, Y.H., Jun, J.W. & Hough, M. 2016. ‘Use and gratification of digital and relationship with user interface’, Journal of international consumer marketing, 28(5): 232-331.
Bauer, C., Dohmen, P. & Strauss, C. 2011. ‘Interactive Digital Signage-an Innovative Service and its Future Strategies’, In: Proceedings of 1st International Workshop on Frontiers in Service Transformations and Innovations (FSTI 2011) in conjunction with 2nd International Conference on Emerging Intelligent Data and Web Technologies (EIDWT 2011), Tirana, Albania:137–142.
Bauer, C., Kryvinska, N., Strauss C. 2016. ‘The Business with Digital Signage for Advertising’, Information and Communication Technologies in Organizations and Society – Past, Present and Future Issues, chapter 15, Lecture Notes in Information Systems and Organisation (LNISO), Springer Berlin, 2016, 285-302.
Bonfanti, A., Vigolo, V., Douglas, J. & Baccarani, C. 2017. ‘Servicescape navigation: A customer typology based on the wayfinding ability of Italian hospital visitors’, TQM Journal, 29(4): 546–563.
Bradley, J. 2018. ’What Is Rational Appeal in Advertising?’, Small business chron Available from: https://smallbusiness. chron.com/rational-appeal-advertising-59886.html [Accessed: 14/01/2020].
Burke, R.R. 2009. ‘Behavioral effect of digital signage’, Journal of advertising research, 49(2): 129-136.
Chaudhuri, A. & Micu, C. C. 2014. ‘The effect of hedonic and utilitarian verbal descriptions and pictures on willingness to try an innovation: Do emotions matter?’, Journal of Marketing Communications, 20(5): 307-324.
Chen, H., Lee, J., Lin., B, Chen, S. & Wu, S. 2018. ‘Liquid crystal display and organic light-emitting diode display: present status and future perspectives’, Light: Science & Applications, 7: 178-200.
Cho, H., Kim, T., Mohammed, S., Adeli, H., Oh, M. & Lee, K. 2012. ‘Green and smart technology with sensor applications’, Heidelberg: Springer.
Curran, K., Millar, A & Garvey, C. M. 2012. ‘Near field communication’, International Journal of Computer and Electrical Engineering, 2(6): 371-382.
Decker, F. 2018. ‘Difference in Rational & Emotional Marketing’, Small business chron. Available from: https://smallbusiness. chron.com/difference-rational-emotional-marketing-23661.html [Accessed: 14/01/2020].
Dennis, C., Brakus, J.J. & Alamanos, E. 2013. ‘The wallpaper matters: digital signage as customer-experience provider at the Harrods (London, UK) department store’, Journal of marketing management, 29(3/4): 336-355.
Dennis, C., Brakus, J.J., Gupta, S. & Alamanos, E. 2014. ‘The effect of digital signage on shoppers’ behaviour: The role of the evoked experience’, Journal of Business Research, 67(11): 2250-2257.
Dennis, C., Michon, R. & Newman, A. 2010. ‘The appeal of a town’s separately branded environments to market segments and the segmented appeal of digital signage’, Place Branding and Public Diplomacy, 6(2): 156-175.
Dennis, C., Michon, R., Brakus, J.J., Newman, A. & Alamanos, E. 2012. ‘New insight into the impact of digital signage as a retail atmospheric tool’, Journal of consumer behaviour, 11(6): 454-466.
Dennis, C., Newman, A., Michon, R., Brakus, J.J. & Wright, L.T. 2016. ‘The mediating effects of perception and emotion: Digital signage in mall atmospherics’, Journal of retailing and consumer services, 17: 205-215.
Dwyer. K. 2017. ‘Careful planning guides choices when investing in digital signage’, Available from: https://www.hfmmagazine.com/articles/3117-high-tech-high-touch-digital-signage-planning [Accessed: 14/01/2020]
Gan, C.C., Lee, Y.J. & Lien, K.W. 2018. ‘An Indoor Position System Based on Dynamic Digital Signage and Mobile Devices’, In 2018 1st International Cognitive Cities Conference (186-187) IEEE.
Hafer, C.L., Mantonakis, A., Fitgerald, R. & Bogaert, A. F. 2016. ‘The effectiveness of deservingness‐based advertising messages: The role of product knowledge and belief in a just world’, Canadian journal of administrative science, 35(1): 34-46
Holbrook, M.B. & Hirschman, E.C. 1982. ‘The experiential aspects of consumption: Consumer fantasies, feelings, and fun’, Journal of Consumer Research 9(2):132–40.
Hough, M., Bae, Y.H. & Jun, J.W. 2016. ‘Investigating consumer behavioural intention to utilise digital signage’, International Journal of Internet Marketing and Advertising, 10(4): 223–254.
Jabbar, F. 2016. ‘Finding the best location for digital signage’, Cammaxlimited.co.uk Available from: https://www.cammaxlimited.co.uk/finding-the-best-location-for-digital-signage/ [Accessed: 14/01/2020]
Jaffer, S. & Timbrell, G. 2014. ‘Digital strategy in airports’, In: Proceedings of the 25th Australasian conference on information systems, December 8-10, Auckland, New Zealand. Available from: http://aut.researchgateway.ac.nz/bitsream/handle10292/8125/acis20140_submission_99.pdf?sequence=1 [Accessed: 14/01/2020]
José, R., Otero, N. & Cardoso, J., 2014. ‘Dimensions of situatedness for digital public displays’. Advances in Human- Computer Interaction, 2014: 1-11.
Kalitcheva, V.D. & Weitz, B. A. 2006. ‘When should a retailer create an exciting store environment?’, Journal of Marketing, 70 (1): 107-118.
Karzazi, Y. 2014. ‘Organic Light Emitting Diodes: Devices and applications’, Journal of Mater. Environ. Science, 5 (1): 1-12.
Kelsen, K. 2013. Unleashing the Power of Digital Signage: Content Strategies for the 5th Screen. Burlington, MA: Focal Press.
Kotler, P. & Armstrong G. 2006. Principals of marketing. 12th edition. UK: Pearson.
Lane, W. R., King, K. W., & Reichert, T. 2011. Five tips to help you survive your first year in a media agency. Kleppner’s advertising procedure. 18th edition. UK: Upper view.
Lee. S. & Bob, H. 2018. ‘Exploring the relative effectiveness of emotional, rational, and combination advertising appeals on sport consumer behaviour’, Sport Marketing Quarterly, 27 (2): 82-92.
Liebenberg, S. 2012. ‘Out-of-home advertising’, Available from: https://www.pwc.co.za/en/assets/pdf/enm-20120-chapter11. pdf [Accessed: 16/04/2020].
Limerick, H., Hayden, R; Beattie, D; Georgiou, O. & Müller, J. 2019. ‘User Engagement for Mid-Air Haptic Interactions with Digital Signage’, In Proceedings of the 8th ACM International Symposium on Pervasive Displays (15). ACM. Available from: https://static1.squarespace.com/static/59eb586ad74cff0df43df919/t/5cde96a7222ca90001ab1921/1558091510259/ UX+mid-air+haptics+and+digital+signage.pdf [Accessed: 16/04/2020].
Liu, X., Shi, S. W., Teixeira, T. & Wedel, M. 2018 .’Video content marketing: the making of clips’, Journal of Marketing Forthcoming, Available from: https://ssrn.com/abstract=3193034. [Accessed: 16/04/2020].
Liu, Y. & Shrum, L. J. 2002.’What is interactivity and is it always such a good thing? Implications of definition, person, and situation for the influence of interactivity on advertising effectiveness’, Journal of Advertising, 31(4): 53–64.
Lundstrom, L.I. 2013. Digital signage broadcasting: broadcasting, content management and distribution. Burlington, MA: Focal Press.
Malthouse, E. C. & Calder, B. J. 2010. ‘Engagement with Online Media’. Journal of Media Business Studies, 7(2): 39-56. Mano, H. & Oliver, R.L. 1993. ‘Assessing the dimensionality and structure of the consumption experience: evaluation, feeling, and satisfaction.’ Journal of Consumer Research, 20(3): 451-466.
Marketwatch. 2019. ‘Digital Out of Home (DOOH) Market 2019 Global Industry Size, Demand, Growth, Analysis, Share, Revenue, Manufacturers and Forecast’, Available from: from https://www.marketwatch.com/press-release/digital- out-of-home-dooh-market-2019-global-industry-size-demand-growth-analysis-share-revenue-manufacturers-and- forecast-2027-2019-07-29 [Accessed: 14/01/2020].
Mctigue, J. 2013. ‘Static, Dynamic and Interactive Content: Pros and Cons. Inbound marketing’, Available from: https://www.kunocreative.com/blog/bid/88040/static-dynamic-and-interactive-content-pros-and-cons. [Accessed: 14/01/2020]
Meziani, R. & Hussien, A. L. 2017. ‘A Study on the Space Layout and Configuration of Shopping Malls in Relation to Pedestrian Movement Behavior – Case of UAE’, International review for spatial planning and sustainable development, 3(5):53-65.
Miller, N.D.A. & Stafford, M.R. 1999. ‘An international analysis of emotional and rational appeals in services vs. goods advertising’, Journal of consumer marketing, 16 (1): 42-57.
Muller, J., Wilmsmann, D., Exeler, J., Buzeck, M., Schmidt, A., Jay, T. & Kruger, A. 2009. ‘Display Blindness: The Effect of Expectations on Attention towards Digital Signage’, In: Tokuda H., Beigl M., Friday A., Brush A.J.B., Tobe Y. (eds) Pervasive Computing. Pervasive 2009. Lecture Notes in Computer Science, vol (55)38. Springer, Berlin, Heidelberg.
Müller, J., Wilmsmann, D., Exeler, J., Buzeck, M., Schmidt, A., Jay, T. and Krüger, A., 2009, May. ‘Display blindness: The effect of expectations on attention towards digital signage’. In International Conference on Pervasive Computing (pp. 1-8). Springer, Berlin, Heidelberg.
Nachojc. 2011. ‘Digital signage, Display Digital magazine: Panasonic introduces its line LCD for digital signage applications’, Available from: https://www.digitalavmagazine.com/en/2011/11/02/panasonic-presenta-su-linea-lcd-para-aplicaciones- de- senalizacion-digital/. [Accessed 11/03/2020]
Nauticomp. 2017. ‘How to select displays for advertising screens and kiosks in shopping malls’, Nauticomp.com. Available from: http://nauticomp.com/select-displays-advertising-screens-kiosks-shopping-malls/[Accessed at: 20/04/2019]
NEC. 2015. ‘Digital Signage in Higher Education: An NEC White Paper’, Available from: https://www.necam.com/docs/?id=e2f99ad3-f151-4ffe-aa89-0e11b919c6c2 [Accessed at: 20/04/2019]
Nelson, R. 2016. ‘Shopper Marketing, Digital signage to transform retail environment’, Biz community, Available from: http://www.bizcommunity.com/Article/196/761/145452.html. [Accessed: 14/01/2020] Newman, A., Dennis, C.E., Wright, L. & King, T. 2010. ‘Shoppers’ experience of digital signage – a cross- national qualitative study’, International Journal of Digital Content Technology and its Applications, 4(7):50-57.
Ogunlade, B. 2015. ‘Mobile advertising design: its communication effectiveness’, Visual Communications Journal, 51(2):1-14.
OnActivity. 2011. ‘The powerful digital signage software with interactive QR code product info displaying in multiscreen set up’, Available from: https://www.youtube.com/watch?v=9zHdGnUtMII [Accessed at: 16/04/2020].
Park, C. W., Macinnis, D. J., Priester, J., Eisingerich, A. B. & Lacobucci, D. 2010. ‘Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers’, Journal of Marketing, 74 (1), 1–18.
Polger, M.A. & Stempler, A.F. 2014. ‘Out with the Old, In with the New: Best Practices for Replacing Library Signage’, Public Services Quarterly, 10 (2), 67-95.
PricewaterhouseCoopers. 2013. ‘Entertainment and media outlook 2013-2017’. PricewaterhouseCoopers, Available from: https://www.pwc.co.za/en/assets/pdf/enm-2013/out-of-home-advertising.pdf [Accessed at: 16/04/2020].
PriceWaterhouseCoopers. 2018. ‘Entertainment and Media Outlook 2018-2022: An African perspective – entertainment- and-media-outlook-2018-2022.pdf Available from: https://www.pwc.co.za/en/assets/pdf/entertainment-and-media- outlook-2018-2022.pdf [Accessed: 1416/041/2020].
Reeves, B., Lang, A., Kim, E. Y. & Tatar, D. 1999. ‘The effects of screen size and message content on attention and arousal’, Media Psychology, 1(1): 49-67.
Roggeveen, L.N., Nordfalt, J. & Grewal, T.K. 2016. ‘Do digital display enhance sale? Role of retail format and message content’, Journal of retailing, 92(1):122-131.
Rossiter, J. R. & Percy, L. 2013. ‘How the roles of advertising merely appear to have changed’, International Journal of Advertising, 32 (3): 391-398.
Roux, A.T., Van Der Waldt, D.L.R. & Ehlers, L. 2013. ‘A classification framework for out-of-home advertising media in South Africa,’ Communicatio: South African Journal for Communication Theory and Research, 39(1), Jun.: 383-401.
Risevision, 2016. Digital Signage Placement: It’s All About Location. Available from: https://www.risevision.com/blog/digital-signage-placement-location, [Accessed at: 16/04/2020].
Roux, T. 2017. ‘Tracking a lion in the jungle- trends and challenges in outdoor advertising audience measurement’, Global Business and Technology Association Nineteenth Annual International Conference. Changing Business Environment: Gamechangers, Opportunities And and Risks. Vienna, Austria July 11-15th, 2017.
Roux, T. 2018. ‘Perspective on digital out-of-home advertising in South Africa’, Communicare: Journal for Communication Sciences in Southern Africa, 37(1): 17-37.
Schaeffler, J. 2012. ‘Digital signage: software, networks, advertising, and displays: a primer for understanding business’, Taylor & Francis publishers.
She, J., Crowcroft, J., Fu, H. & Li, F. 2014. ‘Convergence of interactive displays with smart mobile devices for effective advertising: A survey’, ACM Transactions on Multimedia Computing, Communications, and Applications (TOMM), 10(2):1 -17
Ståhlberg, M. & Maila, V. 2012. Shopper Marketing: how to increase purchase decisions at the point of sale. New Delhi: Kogan Page Publishers
Tapp, A. 2004. ‘A call to arms for applied marketing academics’, Marketing Intelligence and planning, 22(5): 579-90. Taylor, C. R. 2015. ‘Creating win–win situations via advertising: new developments in digital out of-home advertising’, International Journal of Advertising, 34(2): 177–180.
The Interactive Advertising Bureau. 2016. Digital out – of – home buyer’s guide. Interactive Advertising Bureau, Available from: http://www.iab.com/wp-content/uploads/2016/02/IAB-DOOH-Buyers-Guide-Draft-FINAL.pdf [Accessed: 14/01/2020].
Thomson, M., Macinnis, D. J. & Park, C.W. 2005. ‘The ties that bind: measuring the strength of Consumers’ Emotional Attachments to Brands’, Journal of consumer psychology, 15(1): 77–9.
Voorveld, H.A.M., Neijens, P.C. & Smit, E.G. 2011. ‘The relation between actual and perceived interactivity: What makes the Web Sited of top global brands truly interactive?’, Journal of Advertising, 40(2): 77–92.
Voss, K.E., Spangenberg, E.R. & Grohmann, B. 2003. ‘Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude’, Journal of Marketing Research, 40(3): 310-320.
Want, R. & Schilit, B.N. 2012. ‘Interactive digital signage’, Computer, 45(5):21-24.
Willems, K., Brengman, M. & Van De Sanden, S. 2017. ‘In-store proximity marketing: experimenting with digital point-of- sales communication’, International Journal of Retail & Distribution Management, 45 (7/8): 910-927.
Wu, G. 2006. ‘Conceptualizing and Measuring the Perceived Interactivity of Websites’, Journal of Current Issues and Research in Advertising, 28 (1): 87–104.
Ziico. 2015. ‘Human motion tracking and gesture recognition- Interactive Digital Signage’. Youtube, Available from: https://www.youtube.com/watch?v=za-pZl1BQjg. [Accessed at: 16/04/2020].
