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Why Advertisers And Consumers Prefer Digital Signs In The “Internet Age”

Why Advertisers And Consumers Prefer Digital Signs In The “Internet Age”

Think online ads work best in the Internet Age? Think again! Reviewing digital sign research, today’s post discusses three reasons that real-world digital signs reign supreme in St. Louis, MO.

Read on to learn more, or call (314) 726-5500 to speak directly with a digital sign specialist in St. Louis, MO.

1.    Digital Signs Are More Cost-Effective Than Online Ads

In a 2021 report by Wordstream, researchers analyzed online marketing data to determine the average cost per mille (CPM), or price per 1,000 impressions, for ads on popular social media sites. Here’s what they found:

  • Facebook ads cost approximately $10 per 1,000 impressions
  • TikTok ads cost approximately $10 per 1,000 impressions
  • Instagram ads cost between $5 and $6 per 1,000 impressions

In contrast, according to a Media-Asset Value Comparison conducted by 3M, digital signs and other on-premise displays cost only $3.56 per 1,000 impressions.

What’s more, whereas online ads force you to feed the meter, staying up only as long as you continue to pay, digital signs are a one-time expense that quickly pays for itself, then keeps paying off for years to come. And when you consider that some digital signs are endlessly reprogrammable, allowing owners to create new signs with a few keystrokes, their cost-effectiveness climbs even higher.

2.    Digital Signs Enhance The Customer Experience

Whereas online ads are sometimes perceived as annoying and invasive, especially pop-ups and overlays that make it hard to navigate websites we want to visit, digital signs enrich the customer experience, assisting with wayfinding, providing information about products and services, and in some cases, even entertaining your guests.

For example, in one study by the Journal of Retailing and Consumer Services, researchers Garaus & Wagner (2019) found that “the presence of a digital sign system reduced the perceived waiting time while also creating favorable waiting experiences,” ultimately producing higher levels of store satisfaction (p. 331).

As such, digital signs are more likely to create positive feelings that customers may associate with your brand.

3.    Digital Signs Appeal To Our Tastes For Technology

In 2022, smartphones and other digital technologies are ubiquitous, being incorporated into our lives more and more every day. As such, we are constantly being conditioned to give digital screens our attention, and that may help to explain why digital signs draw the eye so effectively.

For example, according to the Arbitron National In-Car Study, only 37% of Americans pay attention to printed billboards compared to 75% that report noticing digital sign advertising.

Get A Free Quote On Digital Signs In St. Louis, MO

Horizon Sign Company is a full-service, 5-star provider of digital signs throughout St. Louis and all the surrounding areas, including the communities of:

  • Brentwood
  • Kirkwood
  • Richmond Heights
  • Webster Groves
  • Rock Hill, and beyond

We carry all of the most popular digital signs styles, including:

  • Digital directories
  • Digital menu boards
  • Digital readerboards
  • Digital video walls
  • Interactive information boards, and more!

Whatever you choose, your order is 100% customizable, and we take care of the delivery and installation.

To get started with your custom digital sign order, you can:


Garaus, M., & Wagner, U. (2019). Let me entertain you–Increasing overall store satisfaction through digital signage in retail waiting areas. Journal of Retailing and Consumer Services, 47, 331-338.

Williams. D. (2009). The Arbitron National In-Car Study. Arbitron Inc.

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