Signage, any sort of graphics designed to display info to a particular
audience, is ever in the spotlight of advertisers since its emergence
as a specific segment of advertising. As per the requirements, signage
industry is changing with technological advancement; and several types
of signage are coming into existence, including digital signage, neon
signage, and MCFT (modular curved frame technology).
Presently, digital signage - including scrolling message boards, electronic
billboards, LCD and plasma screens, projection screens, living surfaces
or organic LED screens (OLEDs) - is at the helm of out-of-home advertising,
owing to providing greater return on investment than to any other sort
of signage; and enabling advertisers to face consumers ad-avoidance
tendency, offering an influential dynamic messaging medium.
Besides, purposes to adopt digital signage include better info communication
advertising to uplift sales and to boost customer experience such as instore
promotions in a retail establishment; advertising by third parties as
restaurant-based digital signage networks, which sell advertising to local
merchants/service providers.
With worldwide growth already, digital signage, now, is making inroads
in India and shows tremendous possibilities in outdoor advertising. Information
technology advancement is facilitating and increasing the applications of
this OOH advertising medium, such as in corporate, visual merchandising
and POS; hospitality; airports; shopping malls; or even within elevators.
The leading companies in outdoor advertising industry are focussing on
digital signages. They are all set to gauge the potential market in India,
and some new players in the industry may soon be seen.
With the changing scenario in the signage industry
and evaluating the market share digital signage is
set to acquire, we at Sign & Graphics have opted
to introduce a dedicated publication DigiSign, a
quarterly magazine in digest format, which shall have
all relevant segments duly talked about (access to
sample copy at:
www.digisigndigest.com).
Thus as its goal, S&G steps up to bolster norms in
the signage industry to lead the leaders, inculcating
values into their minds with a constructive debate!
