Business TV and Digital Signage: competitive advantage and ROI - Return on Investment

For the Digital Signage systems, the ROI depends on the main goal of the marketing strategy, which can range from encouraging the buying impulse at the GD/DO, to informing the customers about the arrival of new products or promotions, to getting further revenues thanks to third-party advertising on in-store schedule programmes.

There are mainly two models of business related to the Business TV with Digital Signage technology, and both have got something to do with the approach taken in dealing with the chain of content value.

The first business model is focused on the creation, management and transmission of the contents owned by the Company, increase its sales, improve the image of its trademark and improve its global communication inside and outside the Company. In this case, Digital Signage advertises the Company's products, with the main goal to enhance the trademark, open a new advertising channel, attract the consumers to the point of sale and tempt the awaiting customers with a pleasant experience in-store. In this case the driven business is the increase in turnover that reliable studies guarantee to be between 15% and 20%.

In the second model, the goal is to inform the customer and, at the same time, to exploit the extra space conveying advertising on behalf of third parties. Digital Signage's systems - especially large scale installations with heavy traffic, such as shopping malls, railway stations and airports - are particularly attractive to advertisers. In such cases, the incomes obtained through the sale of advertising space are the main business drivers.