A study of contact frequency and consumer preference for digital signage advertisement

Abstract

The rapid change of new technologies or the nature and shape of new digital media has constantly evolved over the years leading to various methods of advertising and promotions for the convenience of customers. Digital Signage Advertising has served as an efficient tool of delivering broadcast program and specific information services to the customers in public places such as airports, hotels, hospitals and etc. It is a new form of advanced advertising media comprehensively supplying a set of software or management framework which can control the information display of the existing commercial digital imaging devices. An electronic billboard of a large LCD display providing information such as news and weather along with multimedia advertising is called the digital signage. This digital signage advertising passes throughout people's lives and appeals itself to consumers. A new concept of networked digital signage is spreading throughout the advertising market. The main purpose is not only to send out information or advertising but also try to keep in touch with customers through efficient communications. This digital signage will continue to grow with expansion for many years to come. However the initial investment costs and lack of knowledge and awareness on the part of advertisers' may pose some problems to deal with in the early stage. This paper attempts to analyze forms of advertisement, consumers' preference and contact frequency, interactive satisfaction in terms of digital signage in Korea. Through these efforts, new directional guidelines will be presented for future growth of digital signage advertising. © 2012 Springer-Verlag.