Another piece of research, now, which points to the growth of digital signage in retail environments. The study, compiled by POPAI (Point of Purchase Advertising International) for LG electronics, shows that the number of retail shops using screens, has quadrupled over the last three years.
Over 46,000 retail shops in the UK, from convenience stores to gas stations, now have some form of screen media running advertising or promotional content, with this figure expecting to rise by 25% in 2010.
According to POPAI’s research, currently one in five retailers in the UK use interactive screens, but nearly half of all those surveyed without, suggested they would install them in the next 12 months, while those surveyed also suggesting that they planned to install more interactive technologies such as touch screens.
Outdoor digital signage has been showing signs of growth in the UK too. The above research follows on the back of figures released from the UK Outdoor Media Centre (formerly the Outdoor Advertising Association) which showed outdoor digital signage exceeding the £100 million milestone for the year with digital now accounting for 12% of all outdoor advertising revenue, accounting for £1 in every £8 spent.
While the outdoor market is dominated by some very big names who have the majority of market share. A lot of smaller retail store owners, already implementing screens in-store, are looking to install screen outside their premises for some very good reasons.
While an indoor and point of sale screen may encourage shoppers to take notice of promotional items, an outdoor screen can draw in passers-by, and the potential audience passing a store will far exceed those that come through the doors.
Outdoor screens are not expensive for an independent retailer either as standard devices can be used and kept protected in outdoor LCD enclosures, which saves the need, and expensive of getting a big outdoor advertising company to install one, or buying an expensive outdoor screen yourself.