Medialogy, NGM potholes its media.
Digital Screens are becoming the stars of Outdoor.
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1. You are operating in the digital screen marketing, one of the fastest developing branches of Outdoor Advertising in Turkey. When did the implementation of digital screens start globally, and when did Turkey discover it?
Outdoor advertising started to get digitalised in the 1990s especially in the USA. The static billboards we have seen have changed into digital billboards. This transformation still continues. Especially in the 2000s we observe that the digital outdoor network system is being improved. Advertisers prefer to communicate through a network instead of using just one single billboard. Consequently they reach a higher volume of audience for a lower cost. Digital screen networks are used at airports, metro stations and shopping malls both in Europe and the States.
Next Generation Media is one of the first companies who started the media marketing of indoor digital screens. We offer the same global trends in Turkey with our digital screen network executions. We provide advertisers the opportunity of reaching more people with less costs.
2. What is the share of outdoor advertising within the total advertising industry both locally and globally? What are the percentages and what are trends of the brands attitudes towards outdoor advertising?
The global share of outdoor advertising is around 6% of the total advertising spends. In Turkey this share is around 7%. Latest research and insights show that the share of Outdoor Advertising will increase year by year. However DOOH is the main contributor to this. Advertisers are more interested in digital advertising spaces rather than static advertising spaces in outdoor. Latest researches also show that advertising on digital screens attract the audiences on a higher level. A higher conversion is received from the audience. Due to their technological features communication with the audience start instantly, stops whenever wanted and the communication message can be updated instantly. Even the production costs are way lower compared to classical outdoor. The most attractive feature for the advertisers is the interactivity with the audience.
3. Which sectors and brands mostly prefer digital screens? Which sectors and brands should make more use of this field?
We appeal to a wide range of sectors. We serve many brands from different industries such as Automotive, tourism, FMCG, GSM operators, ready wear, white goods, internet services, and media. Our clients are amongst the biggest advertisers of Turkey. The variety and the technological features of our digital screens make advertisers use our network for both image and sales campaigns. Digital Signage technology feature is preferred for adhoc sales campaigns. The requested advertising message is aired instantly, and can be stopped anytime. As in all other media, the continuous usage of the medium plays an important role.
4. What are the advantages digital screens offers to brands?
We use Digital Signage technology on digital screens. With this technology the advertiser can differentiate its advertising message according to the location. As example, while airing a location specific message in Akmerkez, they can use a different message on the digital screens at the Istanbul Ataturk Airport. We have clients who have applied the advertising message differentiation and received positive feedbacks through our media. As mentioned above being interactive with the audience is one of the most important features of our screens. This dynamic feature has turned digital screens to one of the most used media for mobile marketing activities.
