Digital signage is one sector of the out-of-home advertising venue with the most growth potential, and Destination Television is one of its most exciting contributors.

While many advertisers remain reluctant to abandon traditional forms of consumer targeting, an increasing number of people are beginning to understand the benefits of the sort of marketing that Destination TV provides. Full-motion digital signage is the wave of the future, and offers many attractive advantages over old mediums like posters, billboards and the like. Among these advantages is the advertiser’s ability to remotely alter ad content. This creates the opportunity to increase the contextual relevance of selected information based on changing factors like the time of day. What results is enhanced effectiveness and, ultimately, a higher rate of return on advertising dollars.

Digital merchandising has come a long way with respect to decreasing its shortcomings in the past few years; prices of plasma and LCD technology have dropped dramatically, allowing for a once high-end solution to become available to a more common market. China is a good example of a location where this mainstreaming has already occurred, leading the world in the number of digital displays with more than 100,000. In total, these signs create a $10-billion collective market capitalization.

It is anticipated that, before long, we will see these kinds of numbers here in America, and Destination Television is positioned to substantially capitalize on that eventuality. Already the company has built an impressive network of high-impact modules that deliver content in an attractive manner, so it seems only a matter of time before its potential is realized.

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