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If print is dead, is digital signage the rightful heir?
It seems that digital media taking over from print a little more every day, so maybe we should explore if print really is dead, and if so what impact is digital signage having on its demise.
Although there are some areas where print is still the preferred display method, such as large scale outdoor advertising, digital signage is beginning to command many other markets for its distinct advantages over static signage. As well as generally being brighter, more vibrant and more reusable than print, digital signage offers the advantages of sound and movement to content, helping to grab the attention of the desired audience. Along with these benefits digital signage is also easier for small business owners to create and update simple content achieving high levels of success without having high levels of expertise. Digital signage is also perfect for targeted content, from displaying specific up-to-the-minute news, sports or weather stories to displaying time or promotional defined content such as a lunch menu or an advert for an offer ending that day.
The transition from paper to screen was drastically halted by the global recession. However, according to POPAI digital signage is now the fastest growing advertising method in the world, including the internet. It is not just the signage industry that has been affected by the digital takeover, other areas like newspapers, books, photography, maps and TV are all going through or have been through a digital switch over of sorts.
As digital signage continues to offer more opportunities than printed displays sign makers, printers, graphics companies and sign retailers must grow with the digital age and find ways of capitalising on the vast potential of digital signage rather than pretending it doesn’t exist. Print can even compliment digital signage in applications such as retail designs for shop fronts car showrooms and fashion displays as well as exhibition stands.
Print is not dead, nor will it ever die, but some day soon it will be taken over by digital signage.
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AllSee Technologies Limited is a leading manufacturer and supplier of multimedia Digital Signage Solutions