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A Study of the Effectiveness of Digital Signage: Importance of Customized Content

디지털 사이니지의 효과에 관한 연구: 맞춤식 콘텐츠의 중요성

  • Cho, Jae-Yung (Department of Advertising and PR, Chungwoon University)
  • 조재영 (청운대학교 광고홍보학과)
  • Received : 2018.05.01
  • Accepted : 2019.06.20
  • Published : 2019.06.28

Abstract

This study suggested the alternatives for improving consumers' engagement with digital signage (DS) by analyzing the researches of the effectiveness of DS in marketing and public areas, which is recognized as an essential communication tool for commercial or public matters. According to the results, affective DS ad content of DS resulted in positive shoppers' buying behaviors and perceiving buying environment; DS was also effective for public affairs, which how proper channel and message for the target public resulted in solving community problems. However, it was rare to measure precisely the level of consumers' engagement with DS content and what DS content aroused higher engagement in both areas. Thus, DS content should be more customized based on multiple converged contents for consumers' engagement and the research efforts of DS should be focused on the development of not only its device technology, but also creative content.

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Fig. 1. The Estimates of the Global Digital Signage market size in 2016 and 2023 (in Billion U.S.Dollars)

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Fig. 2. An Example of Digital Signage Service System

Table 1. Classification of Digital Signage Market

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