Tag Archives: digital advertising

Digital Signage Marketing Tips

The marketing strategy for every business is be different. Nevertheless, your digital signage marketing strategy should adhere to a few key principles:

Firstly, understand that the sales process with a new visitor takes longer than just asking for the sale. Depending on your business, you likely need to foster a relationship with a new customer. Think about doing so with your digital display. Offer some content about the service, about your business, and even about the people working at your business. That approach helps build affinity, before you ask for the sale with a call to action.


Second, remember to set goals for your display. Just putting up some information about your business and including some social media icons is easy. But you need to go into the process with an idea of what you want the display to accomplish. Knowing that will help with the creation of the design and the setup. You’ll have a guiding goal that really makes the decisions for you.

Finally, you have to keep the display fresh. If you have repeat customers, you’ll want to keep them interested with new content. You don’t want someone visiting three, four, or more times and seeing the same content each time. Even if you have new customers visiting all the time you’ll want to add fresh content to keep up with the changes at your business.

Build affinity, keep things fresh, and adhere to your goals. Those are the three key marketing principles for digital signage.

Read more: http://www.marketingprofs.com/articles/2013/10105/the-ultimate-guide-to-getting-started-with-digital-signage#ixzz3uL61KFwD

2015 Holiday Season: How Digital Signs Reduce Perceived Wait Times

Here’s a powerful stat.. consumers in Canada and The US overestimate how long they have been waiting in a line by 36 percent! And digital signage reduces perceived wait times at the checkout by as much as 35 percent!

The power of digital displays this holiday season, is therefore, big! So big that it offers a way not only to fill shoppers’ time in line but can also influence their decisions at point of purchase.

Digital signage is a key enabler to reducing perceived wait times, which is especially needed over the holiday season. Depending on your digital signage installation, you can use it to entertain your consumers, simply distract them and even educate them.

Plus, digital signage near the checkout has been proven to increase sales, with 7 out of 10 consumers upsold by a digital screen that caught their eye.

Read the full article at digitalsignagetoday.


Image credit: pixabay

Digital Signage Marketing: Get more from your content strategy in 2015

Every business is different. Some use Digital Signage to sell, some use it to  engage and others set goals around information and increasing efficiencies.

This means that the marketing strategy for the coming year for each sector and business will be different but a there are three general principles we at L Squared think are worth sticking to in order to get the most from your content strategy in 2015.

1. Its more than just asking for the sale

In almost every business you need to develop a relationship with your audience.

By using digital signs to offer content about your services staff, and business brand you are able to build affinity. This brand recognition and trust is vital to laying the foundations of a sale or other call to action.

2. Set goals

Using Digital Signage is just like adopting any other marketing and communications channel. That includes setting measurable and clear objectives. Understanding and agreeing goals and KPIs will help with the creation of the design and the setup. You’ll have a guiding goal that really makes the decisions for you.

3. Keep it fresh

Just like SEO for your website, if you have repeat customers, you’ll want to keep them attracted and engaged with new content. You don’t want someone visiting three, four, or more times and seeing the same content each time. Create a digital display calendar which connects to ecommerce, landing pages and other sales efforts to maximise conversions.

If you’re considering digital signage for your company please feel free to get in touch.

Google Hires Giant Times Square Digital Billboard

Google has become the first company to hire the huge digital billboard in Times Square, New York.

Online Giant Reaching 300,000 People Every Day

The giant digital screen, as big as a soccer field, is the biggest and most expensive billboard in the world and is seen by around 300,000 pedestrians every day.

Mounted on the side of the Marriot Marquis hotel, New York, the billboard is an incredible eight storeys high and estimated to cost US$2.5m to hire for four weeks.


Times Square’s brightly-lit billboards are some of the most iconic and well-known outdoor advertising spaces.

The new billboard was turned on on Tuesday evening and will show a nature-inspired digital art piece for a week until Google’s adverts begin running. The US tech giant is reported to have hired the screen until January 2015.

Hundreds of tourists watched as the screen was turned on.

The screen is also connected to cameras, allowing for interactive content.

An estimated 300,000 pedestrians pass the billboard daily
Billed as Times Square"s largest and most expensive digital billboard, a new megascreen is debuted in front of the Marriott Marquis hotel on November 18, 2014 in New York CityThe new billboard stands out even among other brightly-lit screens in Times Square

Industry Events

Digital Signage 2014 and 2015 Trade Events Guide

Check out this awesome events calendar, from our media partners Output Magazine, for the sign-making, digital signage, wide-format print and production print industries, with links to the official show sites, floorplans, dates and details.

Output Magazine

The SureColor Roadshow
July 8th – October 2nd 2014, various locations across the UK
A opportunity for printing businesses to see the Epson SureColor printers in action and discuss how they can open up new business opportunities for your business.
Book Tickets

Summer Screen Prints: Film Poster Exhibition
July 31st – August 25th 2014 London, UK
Film4 Summer Screen has teamed up with Print Club London to commission a series of limited edition screen printed film posters, inspired by the programme.
Free Admisson

FESPA Mexico 2014
August 21st – 23rd 2014, Mexico City, Mexico
FESPA Mexico is the largest dedicated wide format exhibition in Central and North America. The event also focuses on textile printing, garment decoration, screen printing, and signage, alongside quality educational content that will offer visitors the chance to build their businesses and add new print solutions.
Book Tickets

Integrate Australia 2014
August 26th – 28th 2014, Sydney, Australia
Integrate is Australia’s largest trade event for the AV and systems integration industry. It is a platform to demonstrate, engage and gain expert knowledge around global solution trends, new technologies and learn about best practice from the industry’s leading associations.
Book Tickets

Korea International Printing Machinery and Equipment Show (KIPES)
August 27th – 30th 2014, Goyang, South Korea 
This year marks the twentieth edition of KIPES, with exhibitors from all sectors, including printed electronics, screen printing and pre-press.
Book tickets

Ink-Jet Technology Showcase 2014
September 3rd – 4th 2014 North Carolina, USA
Listen to and meet presenters from 27 key industry suppliers, in addition to six tech talks and four keynote speeches. Enjoy over nine hours of presentations and six hours of networking.
Book Tickets

3D Printshow London
September 4th – 6th 2014, London, UK
Held in the UK, France and the USA, the show aims to function as a highly visible international platform to showcase 3D print technology and the people who use it.
Book Tickets

Emerging Technologies Academy
September 5th 2014, North Carolina, USA
A series of courses covering a variety of subjects including: high speed ink-jet system design & process development; printhead selection and evaluation; colour management for successful ink-jet system implementation and 3D-printing.
Book Tickets

Labelexpo Americas 2014
September 9th – 11th, Chicago, USA
Last year saw 413 exhibitors and 14335 visitors, flocking to see a wide range of sectors such as Labels, labelling, flexible packaging, folding cartons, everything from films to machinery.
Book Tickets

Viscom Paris
September 9th – 11th, Paris, France
Viscom brings together in one place all the solutions and innovations in large format digital printing, signage, communication on textiles or on screen.
Book Tickets

Eurolaser Grand Jubilee Fair
September 11th – 12th, Lüneburg, Germany
Eurolaser celebrates its 20th anniversary in the form of a grand in-house fair
Book Tickets

Enable Your Business Roadshow
September 11th – October 1st 2014, Bristol, London, Nottingham and Livingston, UK
Showcasing Konica Minolta’s bizhub C1100 digital press and Morgana’s DigiBook 200 PUR perfect binder.
Book Tickets

September 16th – 21st 2014, Cologne, France
Photokina brings together the industry, trade, professional users and end consumers with a passion for photography.
Book Tickets

Brasil Signage Expo 2014

September 18th – 19th  2014, São Paulo, Brazil
Brasil Signage Expo, which will be held from 18-19 September 2014, is the first technology showcase in Brazil dedicated entirely to Digital Signage solutions.
Book Tickets

September 18th – 21st 2014, London, UK
Designjunction is a curated show of world-class cutting-edge design set in challenging industrial spaces
Book Tickets

September 22nd – 26th 2014, Rimini, Italy
Tecnargilla is showcase of technological and stylistic innovation for the ceramic and brick industry, offering a sneak preview of the products in store for the future.
Book Tickets

11th EskoWorld UK
September 24th 2014, Loughborough, UK
Usually held at Loughborough University, EskoWorld gathers customers, prospects, partners and brand owners together, to discuss packaging, finishing and digital print techniques.

T-Rex (Tradeshow of Modern Printing Ukraine)
September 24th – 27th 2014, Kiev, Ukraine
T-Rex is the international trade show of technologies, equipment and materials for production of adverts and will take place simultaneously together with the REX trade show for advertising, marketing and the mass media.

Manufacturing CXO Summit
September 28th – 29th 2014, Las Vegas, USA
A two day, invitation-only event taking place behind closed doors, the summit offers FMCG packaging executives and suppliers and solution providers an intimate environment for a focused discussion on how to win the battle for market and mind share through packaging.

The Wideformat Printing, Display and Finishing Show
September 30th – October 1st 2014, Leeds, UK
Meet the local wide-format and commercial printing, digital and screen printing, sign-making, direct-to-garment and display markets.
Book Tickets

FESPA UK association Screen Printing

September 30th – October 2nd 2014, London, UK
Three days designed to showcase the latest in profit driving screen printing technologies, this is the only dedicated screen printing event in the United Kingdom.

FESPA Digital Textile Conference 2014
October 2nd 2014, Milan, Italy
Organised by FESPA, the conference looks at how digital textile continues to push the boundaries of innovation within wide-format print production.
Book tickets

Print Efficiently 2013 (first week)
October 7th – 9th 2014, Hemel Hempstead, UK
This collaborative event aims to demonstrate how equipment from multiple manufacturers can work in harmony in a workflow from conception to completion, and provide an educational forum to offer new ideas to printers regarding efficiency and profitability.
Book Tickets

London Calling
October 15th – 16th 2014, London, UK
More info to come

Viscom Italy
October 16th – 18th 2014, Milan, Italy
Viscom brings together in one place all the solutions and innovations in large format digital printing, signage, communication on textiles or on screen.
Book Tickets 

3D Printshow Paris
October 17th –18th  2014, Paris, France
The show aims to function as a highly visible international platform to showcase 3D print technology and the people who use it.

PDD Forum
October 21st – 22nd, Amsterdam, The Netherlands
The PDD Forum is a two day conference offering content and case studies looking at defining the future of the packaging industry.
Book Tickets

Print Efficiently 2013 (second week)
October 21st – 23rd 2014, Hemel Hempstead, UK
This collaborative event aims to demonstrate how equipment from multiple manufacturers can work in harmony in a workflow from conception to completion, and provide an educational forum to offer new ideas to printers regarding efficiency and profitability.
Book Tickets

Vietnam Print and Pack
October 22nd – 25th 2014, Saigon, Vietnam
Serving the packaging machines and appliances, pre-press, finishing, book-binding and paper converting sectors.

Pack Expo International
November 2nd – 5th 2014, Chicago, USA
Pack Expo focuses on processing and packaging solutions while at the same time introducing you to technologies and ideas from all different industries.
Book Tickets

Focus: Improving Image Quality Seminar
November 4th – 5th 2014, Barcelona, Spain
With a series of presentations from experts in their fields, this one and one half day seminar will examine the whole chain of issues surrounding print and image quality when using ink jet technology.
Details to follow

Ink-Jet Academy
November 4th – 5th 2014 Barcelona, Spain
Join our popular and successful Ink Jet Academy course to update your ink jet knowledge
Details to follow

22nd European Ink Jet Printing Conference
November 5th – 7th 2014, Barcelona, Spain
IMI Europe’s 22nd European Ink Jet Printing Conference will provide a programme packed with the latest overviews, updates and technology developments. Full programme to be announced early September.
Details to follow

Viscom 2014
November 5th – 7th 2014, Frankfurt, Germany
Viscom represents a mixture of traditional trade fair and application-oriented special shows, and includes the  European Digital Signage Best Practice and European Wrap Star awards, as well as a strong supporting schedule.
Book Tickets

November 5th – 8th 2014, Seoul, South Korea
Korea’s only visual communications show, showcasing 200 companies and bringing in 20,000 visitors from the signage, printing and display industries.
Book Tickets

The Printing Charity Annual Lunch
November 6th 2014, London, UK
Details to follow.

5th All in Print China
November 14th – 17th 2014, China
With a theme of ‘New technology, new application, new business opportunities’, All in Print China will look at the increasing integration of traditional and digital printing.
Book Tickets

The Dieline Summit
November 16th – 17th 2014 Paris, France
The summit will explore how the global economic landscape has shifted, and how the business of design and the role of designers everywhere has changed. What’s next for packaging?
Book Tickets

25th Annual Thermal Printing Conference
November 17th – 19th 2014, Florida, USA

FESPA China 2014
November 19th – 21st 2014, Guangzhou, China
The FESPA-branded event will be managed in partnership between FESPA and CSGIA (China Screen Printing and Graphic Imaging Association), FESPA’s associate member in China.
Book Tickets

Print World Downtown
22nd – 24th 2014 November, Toronto, Canada
Housed in the city’s bustling downtown area, Print World is primed to be the biggest graphics arts industry event of the year, featuring a host of cutting-edge equipment from the industry’s key players.
Book Tickets

Digital Print Japan 14
December 2nd – 4th 2014, Shinjuku, Japan
Focus on the development and commercialisation of technology, attracting leading component suppliers, integrators, OEMs and key end users to the best value networking events in the industry.
Book Tickets

FESPA Eurasia 2014
December 4th – 7th 2014, Istanbul, Turkey
FESPA Eurasia aims to be a focused exhibition for the wide-format digital printing, screen printing, signage and garment decoration markets.
Book Tickets

Digital Print for Packaging EU
December 10th –11th 2014 London, UK
DPP EU will bring together influential names in the industry to discuss the role of digital, from where it is today to what will the future hold and how brands technical providers and converters alike can get involved to ensure they are not left behind.
Book Tickets

– 2015 –

January 17th 2015, Frankfurt, Germany
Held early in the year, in January, Heimtextil is the annual starting point for manufacturers and trade visitors. Delegates from all continents attend Heimtextil to find new suppliers for different products.
Book Tickets

Expo Manufactura Mexico
Feb 3rd – 5th 2015, Monterrey, Mexico 
The industrial sector of the northern region, which accounts for an important part of industries, is intended to be the engine of growth in the country.
Book Tickets

Integrated Systems Europe 2015
February 10th – 12th, Amsterdam, The Netherlands
One of the largest digital signage shows in Europe, ISE attracts professionals from every link in the systems integration value-chain, including manufacturers, distributors, dealers, contractors and consultants.
Book Tickets

Graphics of the Americas show
February 26th – 28th 2015, Florida, USA
Graphics of the Americas (GOA) is a three day event for the graphic communications industry in North America, South America, Central America and the Caribbean.
Book Tickets

ICE Europe
March 10th – 12th 2015, Munich, Germany
ICE Europe brings suppliers of machines and systems for the converting sector together with industry specialists in search of the latest production solutions.
Book Tickets

FESPA Brazil
March 18th – 21st  2015, Brazil
Held alongside ExpoPrint Digital, FESPA Brazil will present releases from the best manufacturers in the market from sectors such as; screen printing, digital printing large format , digital printing and clothing.
Book Tickets

Graphispag 2015
March 17th – 20th 2015, Barcelona, Spain
Billing itself as one of the four biggest fairs of its kind in Europe, this four-yearly graphic arts show is the must-visit on the Spanish calendar.
Book Tickets

Sign and Digital UK 2015
March 24th – 26th 2015, Birmingham, UK
Sign & Digital UK is an annual trade show for the sign-making, display and wide-format digital printing sectors and has been a vital part of the industry calendar for over 25 years.
Book Tickets

FESPA 2015
May 18th – 22nd 2015, Cologne, Germany
FESPA’s flagship exhibition claims to be the world’s largest focus event for wide-format print. Encompassing screen, digital and textile print, over 5 days exhibitors will showcase the innovations and product launches to visitors.
Book Tickets

European Sign Expo 2015
May 18th – 22nd 2015, Cologne, Germany
Held alongside FESPA 2015, the annual European Sign Expo unites sign-makers and visual communication practitioners with innovation in conventional and digital signage.
Book Tickets

Display Week
June 2nd – 4th 2015, San Jose, USA
Display Week is a three day event from the Society of Information Display, showcasing advances in electronic display technology.

InPrint 2015
November 10th –12th 2015, Munich, Germany
InPrint 2015 is designed to connect state of the art industrial print technology with industrial printing professionals.
Book Tickets

2014 Video Everywhere Summit Opens Registration

The Digital Place-based Advertising Association (DPAA) has announced that it has opened registration for the 7th annual Video Everywhere Summit scheduled for Tuesday, Nov. 4, at Crowne Plaza Times Square in New York City.

The Summit is dedicated to video-neutral planning, behavioural targeting, activation, clients’ use of multiscreen strategies, and the role of digital place-based communications. Topics covered by panels, presentations and sessions will include programmatic buying, digital place based success, cross media, mobile activation, managing organizational growth and more.

Early bird pricing will be available until August 1.

More than 600 people are expected to attend this year’s Summit and it represents a great place to meet and network with professionals in the industry.

A preliminary list of confirmed speakers includes Chris Boothe, CEO, Spark; Sallie Mars, senior vice president, chief diversity officer, McCann Worldwide; Jay Sears, senior vice president marketplace development, The Rubicon Project; and Shelley Zalis, CEO, IPSOS OTX.

DPAA President and CEO Barry Frey said in the announcement that the Association is “tremendously excited about the agenda that is starting to take shape. We will explore hot topics of great value to the ad community, including multiscreen strategies, programmatic buying, the relationship between mobile and digital place based and how advertisers are using the two in concert, and so much more.”

The Summit, with the hashtag #DPAA2014,  will be happen in New York in the same week as Ad-Tech New York and Customer Engagement Technology World, both slated for Nov. 5 and 6.


About DPAA

Founded in 2006, the Digital Place Based Advertising Association (DPAA) represents leading digital placed-based networks by promoting their integral role in the “video everywhere” ecosystem. On behalf of its members, DPAA fosters collaboration between agencies and digital place based networks; provides standards, best practices and industry-wide research; and promotes the effectiveness of digital place-based advertising. Digital place based media is defined as networked digital video screens containing programming and advertising, reaching consumers on their daily journeys in places where they dwell. For more information please visit www.videoeverywhere.com.


Healthcare Case Study: Ministry of Health

L Squared has worked with lots of clients within healthcare. The below case study is one we’re particularly proud of. That’s not just because we completed the project in record time nor because we won an award from the Government of Ontario for the incredible success of this project, but because it made a huge positive impact to the lives of thousands of patients and medical staff.

Ministry of health

The Challenge

The Ministry of Health, through research and study, realized that part of the reason for the long wait times in the emergency rooms in Ontario was due to patients’ lack of awareness of available healthcare.

The Ministry found lots huge numbers of people were mistakenly going to ER when they could have received the same level of care from other accessible and more relevant options. The reason for this? Lack of public awareness.

A system was needed to help educate patients on the available options to the residents of Ontario. These systems needed to be usable in healthcare environments and conform to the disability act.

Th challenge for L squared was made even bigger because an election was coming up and it needed to be completed in record time!

The Solution

L Squared created an interactive kiosk system that used the Ministry Healthcare Connect GUI to educate clients of their health care options in an easy to use, bilingual interactive application.

We also custom designed and locally manufactured kiosks tailored to the needs of the Ministry with specific antimicrobial surface.

The project spanned 20 of the busiest hospitals in Ontario and was completed from start to finish within four months! L Squared received an award from the Government of Ontario for the incredible success of this project.

Learn more about our award winning solutions:

Contact L Squared


Hospitality Case Study: Restaurant Chain Gets Huge ROI Through Digital Signage

Restaurant chain drives sales and creates brand equity through Digital Signage while promoting local food & beverage options for hotel guests.


Are you a manager of a restaurant or hotel? Looking for new ways to increase brand awareness and store revenues?

L Squared has the experience and technology you need to achieve your goals!

We work with restaurants, hotels, conference centres and other hospitality business to create powerful, innovative metric-focused ways to increase sales by over 1100% in just over 3 months!

Contact L Squared


Using Digital Signage to Drive Promotions and Brand Awareness to new Audiences

A leading Canadian restaurant brand contacted L Squared to help them create powerful signage campaigns to target and attract local hotel guests and increase customer traffic into the store.

The key marketing and business objectives were:

  1. Strategy and implementation: Help the internal team understand new end-to-end digital solutions to attract and appeal to new audiences
  2. Increased sales: Powerful and proven ways to engage and convert new audiences
  3. Easy metrics: Measure return in promotions from hotel visitors over a specific period


The Project

The client  has over 35 locations located across Canada with annual revenues in excess of $100 million.  They serve lunch, dinner, and weekend brunch to a variety of guests who enjoy their sophisticated, yet comfortable dinning atmosphere.

The restaurant management team at wanted to gain more customers for Grill and Bar locations with a digital marketing and advertising solution which could offer special promotions to targeted hotel guests and visitors.

The L Squared Networks digital signage solution was selected as an effective means of targeting the specific traffic in a localized environment and communicating the brand message and promotional offering.

The Solution

L Squared provided touch screen displays to offer promotions, directions and menus of the restaurant to help potential patrons make informed decisions in real time.

LED HD screens were strategically located in the lobby of the adjacent hotel at eye-level, to inform and persuade potential hotel traffic of a nearby restaurant location and its unique  brunch, lunch and dinner promotions available to hotel guests.

The Results

The value proposition of a multi-lingual, high resolution, eye-level interactive digital display attracted the customer and allowed them interaction with hotel guests, visitors and lobby traffic who were unaware of their brand and offerings.

The results of the digital signage application were increased and proven revenues from the hotel traffic. The ROI through this program was over 1100%!

The on-screen promotions exceeded key objectives by engaging and converting potential customers with a monetized discount specific to the overnight guests of the hotel.

The restaurant chain tracked the results of the unique offer and reported the results over a period of 110 days.


Contact L Squared to learn more about this happy client and how we can help you!