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New Forms of Digital Advertising Trump

There’s a new kid on the block when it comes to digital advertising. For the “television” years when America had nothing more than CBS, NBC and ABC and nothing was digital, the closest thing to digital ads was the tele. Since then, we have seen a massive shift to digital in everything from tablets to personal computers and even to the way we communicate via telephone. In fact, most of us use the phone more often for things that do not involve actually making a call. Today, digital signs are trumping all old forms of outdoor advertising, including both the large printed freeway signs as well as smaller signs in restaurants used for digital menus.

Many of the latest gains in digital advertising are coming by way of advances in digital sign software. This software truly does trump the advertising tools of the past in several ways. First, signage software allows for the scheduling of content to multiple remote displays from a single web-based interface. That means you can see a network of digital screens, pick which content will appear on a particular screen and have it published to that screen remotely. Once the content has arrived at said screen, the content and the content schedule will play back according to the time slots that you allow.

This is perhaps one the greatest advances in today’s digital advertising mediums. It means that advertisers are able to target their advertisements directly to to the audience of their choosing at the time they think will be most pertinent to hit them. For instance, if you know that a specific demographic will be visiting your store location at a particular time of day, you will want to be sure the content you have prepped to go live at that time will match the demographic and target their particular needs.

Even as mobile advertising continues to take off, other mediums will be required to at least curb the media fragmentation that is happening so quickly. Think for a moment of all the ways in which consumers are constantly being bombarded these days. Is it any wonder that digital ads are becoming more prolific. As it becomes more and more difficult to target specific demographics, you will certainly recognize how digital signage and other forms of digital advertising will play a role in combating the massive proliferation of digital media fragmentation as the world moves forward. Gratefully, the difficulty of managing these systems is becoming less involved as products and services integrate. These are powerful systems.

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Nate Nead
Nate Nead is a licensed investment banker and Principal at Deal Capital Partners, LLC which includes InvestmentBank.com and Crowdfund.co. Nate works works with middle-market corporate clients looking to acquire, sell, divest or raise growth capital from qualified buyers and institutional investors. He is the chief evangelist of the company's growing digital investment banking platform. Reliance Worldwide Investments, LLC a member of FINRA and SIPC and registered with the SEC and MSRB. Nate resides in Seattle, Washington.
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