The Dark Side of Digital Signage By Frank Lucer At Isnare.com Ezine Articles

For advertisers, the idea of being able to grab the attention of their audience, and hold it long enough to compel a defined action is critical. Static media, such as magazine ads and roadside billboards, can be effective, but only to a point. After awhile, repeat passersby develop a mental blind spot to them. That's one of the reasons why digital signage promises such exciting opportunities; the content can be dynamic, pulling viewers in and eliciting a response. However, there is a slowly rising tide of opposition to different forms of signage.

In this article, I'll explain why some consumers are angered over the recent proliferation of digital advertising. We'll also explore whether digital networks - and their operators - can go too far in their ongoing pursuit of engaging their audience.

Bright Lights, Big City

If you've ever walked (or taken a cab) along the Las Vegas strip, you'll understand why thousands of people are expressing their displeasure with the spread of bright signs. In late 2008, Los Angeles became a focal point for the growing movement against them. LED billboards began springing up in neighborhoods throughout Westwood, angering residents who complained of "false sunrises" and other annoyances. Some reported an inability to fall asleep at night. Others said that drivers are distracted, thereby raising public safety issues.

Bill Rosendahl, a Los Angeles City Councilman, admitted that the thousands of new electronic signs in the city were erected in conflict of existing regulations. However, he also said legislators don't even know where the signs are placed throughout the city, making enforcement practically impossible. As the city struggles to cope with the digital billboards, the issue has spread to other states and jurisdictions.

Will Personalization Go Too Far?

In 2002, Steven Spielberg released his movie, "Minority Report." In a mildly haunting scene, Tom Cruise, using eyes that belonged to another person (don't ask), enters a shopping mall. The facility has dozens, even hundreds, of digital signs. As Cruise hurries by them, the screens examine his pupils and call to him by his assumed identity (that of the man to whom the eyes belonged).

"Good afternoon, Mr. Yakamoto," exclaimed one of the signs. "Did you like that 3-pack of tank tops you bought last time you were in?" While some moviegoers chuckled, a few of us sat in our seats and wondered whether we were watching the future of interactive signs. And if so, does it represent a level of personalization that threatens to intrude upon a person's privacy?

What Are The Benefits?

Lest I sound as if I'm an opponent of the digital signage industry, it's important to review how electronic billboards and other forms of signage provide enormous value. Besides their obvious advantages for advertisers, LED billboards are used to quickly communicate important pieces of information to motorists. For example, Amber Alerts, traffic updates, and other high-profile news items are displayed to keep drivers informed. Not only do the signs help manage traffic flow, but can help deliver criminals to the authorities.

The Greater Good

Digital signage is still a relatively new technology. As network operators discover new and innovative uses for the medium, it's natural that the industry will experience growing pains. From a bird's eye perspective, use of LED billboards, electronic signs, and other forms of signage will continue to grow as designers create content that is compelling, interactive, and informative.

Can the technology go too far? As with any interactive medium, signage can be abused. So, regulations should be pursued with regards to public privacy and safety. That said, the value offered by signage, both to advertisers and consumers, far outweighs the potential drawbacks.

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