Statistics and Benefits of Digital Signage Advertising

Fit1Media September 19, 2020 Digital Signage

Digital signage is a huge market. Many businesses have either already adopted Digital Signage or are planning to in the near future. Studies reporting impressive statistics and benefits of digital signage emphasize the effectiveness of digital signage advertising as a medium. Many companies are predicting that the industry is going to keep growing and continue to be an effective way to both advertise products and services and communicate.

One of the major reasons for this growth is the advances in Digital Signage technology. As a result, this has allowed more people the ability to deploy digital signage in businesses and facilities. People are continuing to grow more accustomed to digital interactions and visual communications are becoming more common and more relevant. The more screens available to people, the more points of contact are available for digital messaging.

Digital Signage in Business

Retail was the first industry to adopt digital signage. Today organizations of all types now see the value in a digital medium for both internal and external messaging. Email in general has become a burden. With tons of marketing spam and the sheer volume of internal messages, so savvy business people are finding new ways to capture the attention of both their visitors and their employees.

Soon everyone will have some form of digital signage in their facilities – whether it’s public-facing, for internal communications, or both. And there are many reasons to do so. Here are some digital signage advertising statistics that will make a believer out of even the most skeptical person:

Digital Signage Advertising has Reach and Saturation

70% of Americans say they have seen a digital display in the past month
52% say they’ve seen a digital sign in the past week
47% remember seeing a specific ad or message
Recall jumps to 55% when talking about outdoor digital billboards
80% of shoppers say they have entered a store because a digital sign caught their interest

With so many digital signs in so many locations these days, it’s no surprise that people notice them. What’s striking is that they remember seeing them, and even remember specific content they’ve seen. As a result, the messages they are exposed to have often prompted an unplanned purchase.

Digital Signage is Visual and So Are We

90% of the information transmitted to the brain is visual
30% of the brain’s cortex is devoted to processing visual information
While Only 8% of the brain processes touch and 3% processes hearing
Our brains process visual information 60,000x faster than text
People can remember a group of over 2000 pictures over a period of several days with 90% accuracy
After three days, people retain 65% of visually presented information
People retain only 10-20% of written or spoken info after three days

As humans, we rely heavily on visual communication. As a result, the human brain is overwhelmingly concerned with visual processing.

Digital signage is mainly a visual medium, and the human brain responds quickly and efficiently to well-crafted information presented on screens.

Digital Signage is Persuasive

Presentations that use visual aids are 43% more persuasive than those that don’t
68% of US customer signage reflects the quality of business and its products
Digital signage increases brand awareness by 47.7%

Information received visually is more persuasive (think of the old adage “seeing is believing”). As a result, studies have shown people not only remember more about organizations and brands that use digital signage but subconsciously consider them to be more honest and trustworthy.

Digital Signage is Becoming Ubiquitous

Over 25% of US companies place a high priority on “multichannel campaign management”, which includes digital signage campaigns
50% of communications professionals use digital signage as a channel
The global digital signage market is expected to grow at a compound annual growth rate of 7.5% from 2021 to 2028 to reach USD 38.23 billion by 2028

With so many different types of organizations using digital signage, from corporate hubs and universities to hospitals, shopping centers, and health clubs, there is some danger of being seen as “old-fashioned” or “out of touch” if you don’t have it. Millennials grew up using the internet and smartphones and expect visual, digital information to be presented to them on screens. And with many millennials taking a more active role in the workplace and society at large, it becomes even more imperative.

Digital Signage Increases Sales

19% of viewers made an unplanned purchase of something promoted digitally in a retail setting
In restaurants, the number of unplanned purchases jumps to 80%
4 out of 5 brands noticed a 33% increase in sales after adopting digital signage
Adding a single on-premise sign adds an average of 4.75% in annual sales revenue

Not only are costs coming down all the time for digital signage systems, but new data shows that it actually increases sales, so essentially digital signage ends up paying for itself.

Digital Signage Fosters Engagement

Companies that communicate effectively are 4x more likely to report high levels of employee engagement
Companies with higher levels of engagement report better financial results and higher employee retention
Disengaged employees are 12x more likely to leave their job within the current year

Higher workplace engagement leads to:

37% lower absenteeism
41% fewer safety incidents
41% fewer quality defects
28% less internal theft
21% higher productivity

Companies with high employee engagement see:

a 26% increase in annual revenue
233% higher customer loyalty

The bottom line is important for any business. That bottom line is affected by how happy and productive your employees are. A major factor is effective employee engagement – how much employees feel like they are part of something that matters, and how much they enjoy working there. There are serious benefits across the board, from higher customer loyalty and revenue increases to better productivity and less waste from happy workers. Digital signage is an important communications tool – perhaps the most important because it’s the most pervasive – to get people involved and engaged in the organization, which leads to numerous benefits.

Digital Signage Helps with Employee Recognition

Employees who feel valued are 60% more motivated to work harder
Almost 1/3 of employees would rather be recognized in a company-wide email from a superior than receive a $500 bonus (meaning public recognition is more effective than money)
Employees who think their managers can name their strengths are 71% more likely to feel both engaged and energized at work

Humans are social creatures, and a lot of their time is spent at work. Getting accurate feedback and praise for a job well done is psychologically important to most people. As a result, only good things can come from appreciating the work your employees do. Digital signage is a fantastic tool for employee recognition. If people would prefer being singled out in an email to extra money, imagine how they’d feel having that same praise displayed on digital signs across the facility.

Digital Signage Can Create an Open Dialogue

47% of employees say they don’t know what their company’s core values are
50% of employees who say that their superiors sharing information positively impacts their productivity and motivation
75% of employees say they would stay longer at a company that listens to and addresses their concerns
86% of new professionals and recent college graduates say it is important to them to work for a company that is socially responsible
63% of workers say sustainability is a key factor when considering working for a company

Modern workers want to know what their company is up to – what it stands for, and what’s important to it (besides making a profit). This is especially true of millennials, who are driving a new era of corporate responsibility and transparency. The more people know about who they work for, the more they trust them – and the more engaged they are. Again, digital signage is the perfect tool for a modern workforce – letting everyone know what the organization’s values are, and highlighting efforts in areas such as sustainability, charitable donations, and volunteerism.

Digital Signage Works

As all of the above statistics show, digital signage is an extremely effective messaging medium for businesses looking to advertise. Whether they’re used in stores, businesses, factories, hospitals, schools, or government offices, digital signs offer an immediate, impactful messaging medium.

Digital signage is visual, which makes it easier for viewers to digest and remember information. As a result, it makes it easy to engage and recognize employee achievements, communicate an organization’s brand and values, and persuade people to follow a call to action or make a purchase.

There are also a growing variety and number of digital signage services available to customers today. Everything from interactive design to content subscriptions to managed services. As a result, it’s easier to maintain a dynamic digital signage strategy.

Here’s a handy infographic with digital signage statistics to take away:

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