Target groups of the study

And why this is relevant for you.

Any relevant analysis of digital signage must begin by researching the target groups. Therefore, POPAI and GIM screened three target groups and designed the survey around these target groups.

Branded industry
The branded industry represents the largest advertising spender worldwide. And therefore each measure must be questioned and tested for the respective efficiency. A medium which communicates to the shopper directly at the decisive location (POS as moment of truth) and which can thus transport branded images and value communication, seems interesting. Even the possibilities of the appearance, whether commercial, sponsoring or branded content, are versatile. And for these reasons exactly, digital signage must be understood within the branded industry and can then be applied correctly within the communication mix. For brands with their own sales and information locations, the possibility of a dedicated one-brand digital signage medium is also to be analyzed and associated costs and benefits are to be calculated.

Retailers and market
It is difficult to identify possible broadcasting locations for digital signage media. The retail industry (food, DIY, drugs and other retailers) represents a possible, natural platform. Here, people are in search of something new, want emotion and information, guidance and close communication. But the possible industries are far from being exhausted. Our observations range from financial service providers (banks, insurance companies), automotive manufacturers (dealerships and branches), hospitality (hotels, restaurants, bars, clubs), public places and infrastructure (airports, train stations, flight, train, bus, taxi, elevators) all the way to the health sector (pharmacies, waiting rooms) and beyond. At the same time, the respective broadcasting location seems to require a very individual focus of the medium. 

Service providers
To identify the multitude of required and possible service providers within the digital signage program is to create an overall insight into existing and future concepts and approaches. Seven different key groups are surveyed: media marketing and media agencies, brand and concept consultancies, advertising agencies and producers, accompanying and market research companies, providers and service providers of / around content management, infrastructure and technology providers and/or service providers, project managers and general contractors.

And people?
In the initiating discussion on the study's goals and contents, the question was analyzed whether people as shoppers, media consumers and end users of each digital signage medium should not require an in-depth study. There are many consumer and attitude surveys worldwide known to the authors of the study and reflected in the evaluation. Furthermore, we found that all interviewed experts applied a large part of their self-reflection to the final effect on people. This knowledge was also taken into account for the study.