Digital signage company digiADS has built a unique business model that allows companies that might not otherwise be able to afford digital signage to implement it. digiADS operates a franchise model that puts screens from local display company PVision in stores displaying location-appropriate advertising.
Store owners receive a portion of the revenue each display generates and can advertise their own services on other displays in their region for a nominal fee.
digiADS Digital Display Advertising was developed with a focused strategy to be cost-effective and affordable, and offers controlled distribution and playback of digital content across networks of displays.
Founded in 2009, digiADS began its location-based advertising service with five displays. Today the company operates more than 60 displays, with a further 25 due to come online in coming months.
Digital signage has many advantages over traditional print materials: it’s more easily updated and allows for more targeted or responsive campaigns, can be controlled on site or remotely, and doesn’t incur repeat costs.
digiADS targets small- and medium-sized enterprises and allows independent or smaller retailers to both advertise on digital signage themselves and generate revenue from hosting their own in-store digital displays. Those choosing to advertise on digiADS network of displays can decide exactly which locations they would like their ad to appear in. Larger advertisers, meanwhile, can choose to run campaigns across the entire network should they wish to.
Louis Visser, national sales manager at digiADS, says digital signage offers an affordable alternative to print signage and explains that the company targets four primary sectors.
“By making their communications more relevant and memorable, advertisers can reach key audiences in the retail, healthcare, leisure and recreation, as well as the food and beverage industries. In exchange for installing our displays we give business owners free advertising inside their own premises so they can share information about their business, whether about current specials or to up-sell,” Visser explains.
While businesses cannot use the network to advertise their services on a direct competitor’s displays — for example, in the case of rival supermarkets — digiADS enables businesses to advertise in their own areas. A supermarket could, for example, advertise its fresh produce specials in the local butchery.
Visser says the service is particularly well-suited to electricians, plumbers and other small business owners looking to advertise in specific areas and who cannot afford traditional advertising like print or outdoor advertising.
To encourage measurability and make the most of the 20-second ad slots, advertisers are encouraged to send a keyword to a five-digit number via SMS for additional information. This way the advertiser gets the interested party’s contact details and the interested party gets sent the necessary information.
digiADS prides itself on providing a cost-effective medium to not only create brand visibility, but one that also serves as a direct form of advertising where the network can help capture potential customers while they are going about their daily routines.
Though digiADS tried a wide range of hardware in its early days Visser says PVision was the obvious choice of long-term hardware partner because of the range of products it offers and its level of customer service.
“PVision offers the best after sales service we’ve ever experienced. We’re not just a number, so if there’s a problem I can call my account manager directly. That’s crucial in our business. Suppliers have to be trustworthy and available at a moment’s notice.”