Projection signage and other large-scale visual advertisements are growth industries, expert says
Marketers spend $3.5 billion per year just to create the content that goes up on digital and projection signage in the U.S., according to Lyle Bunn, writing at Digital Signage Today.
Bunn writes that "over the past decade, almost a million displays have been deployed, business models have stabilized, supply capabilities have accelerated and ad sales infrastructure has been put in place. Through this, the focus on content has been increasing." He also writes that content is still king, regardless of the medium, and that marketers should be focused on this.
Bunn's central assertion is that, rather than being an end in and of itself, digital and projection signage is an increasingly important part of integrated marketing, which combines multiple marketing channels into a unified effort in an attempt to reach as many consumers as possible with the same message.
Technology experts say that advancing projection technology could make large-scale display advertising even more economical and offer more options to the creative minds behind the display advertising content.
