There is an incredible advertising revolution happening at this very moment on a global scale. The lease on marketing as we've known it for the past 50 years has expired, and the rules of the game are being redrawn by innovative and visionary companies that have the foresight to see the digital horizon.

Is it any wonder that billions of dollars in advertising are wasted each year by marketing companies who miss the mark? The average Ameritlcan is exposed to extreme amounts of advertising clutter or "digital smog," as it is unaffectionately referred to by the industry.

While advertisers combat this mounting consumer apathy by boosting spending in radio, television, print and Internet mediums, consumers are becoming even more sophisticated about ignoring these unwelcome guests. From glamorous television ads, high-GRP radio spots, targeted internet, splashy billboards, punchy elevators ads and even signs hidden in golf holes, most of the advertising messages are not relevant at the time they're being received by the consumer.

John Kaloukian, General Manager of Professional Displays at Sony, said it best when he noted, "We're really on the edge of huge growth in the public display sector."

Welcome to digital point-of-sale (POS) advertising. Marketers are now be able to embrace a new paradigm where GRPs no longer reign supreme, but the quality and intimacy of consumer contact is the driving force for both creative development and media placement. Digital POS advertising delivers both quality and intimate messaging brilliantly, offering an efficient means of exposing consumers to the message at the "last inch" of their buying cycle.

According to Sandra Eubanks, U.S. director of research for OMD, and Huw Griffiths, U.S. director of metrics and brand science, "consumer engagement with [POS] media had three times the impact on sales than [GRPs] alone did." The PhiMedia network ultimately gives advertisers a way to reach consumers when they're disconnected from all other advertising and can't be reached by radio, television, Internet or print. It creates an entire network outside the home, and targets consumers where they buy. This "outernet" is being proven to be much more effective than any other medium in attracting engagement and influencing sales. According to a recent InfoTrends study, digital signs boast 47.7% effectiveness on brand awareness and increase the average purchase amount by almost 30%, resulting in a significant increase in overall sales volume. Digital POS also generates more than 30% growth in repeat buyers and brings in more than 32.8% in increased store traffic.

There is an incredible advertising revolution happening at this very moment on a global scale. The lease on marketing as we've known it for the past 50 years has expired, and the rules of the game are being redrawn by innovative and visionary companies that have the foresight to see the digital horizon.

Is it any wonder that billions of dollars in advertising are wasted each year by marketing companies who miss the mark? The average Ameritlcan is exposed to extreme amounts of advertising clutter or "digital smog," as it is unaffectionately referred to by the industry.

While advertisers combat this mounting consumer apathy by boosting spending in radio, television, print and Internet mediums, consumers are becoming even more sophisticated about ignoring these unwelcome guests. From glamorous television ads, high-GRP radio spots, targeted internet, splashy billboards, punchy elevators ads and even signs hidden in golf holes, most of the advertising messages are not relevant at the time they're being received by the consumer.

John Kaloukian, General Manager of Professional Displays at Sony, said it best when he noted, "We're really on the edge of huge growth in the public display sector."

Welcome to digital point-of-sale (POS) advertising. Marketers are now be able to embrace a new paradigm where GRPs no longer reign supreme, but the quality and intimacy of consumer contact is the driving force for both creative development and media placement. Digital POS advertising delivers both quality and intimate messaging brilliantly, offering an efficient means of exposing consumers to the message at the "last inch" of their buying cycle.

According to Sandra Eubanks, U.S. director of research for OMD, and Huw Griffiths, U.S. director of metrics and brand science, "consumer engagement with [POS] media had three times the impact on sales than [GRPs] alone did." The PhiMedia network ultimately gives advertisers a way to reach consumers when they're disconnected from all other advertising and can't be reached by radio, television, Internet or print. It creates an entire network outside the home, and targets consumers where they buy. This "outernet" is being proven to be much more effective than any other medium in attracting engagement and influencing sales. According to a recent InfoTrends study, digital signs boast 47.7% effectiveness on brand awareness and increase the average purchase amount by almost 30%, resulting in a significant increase in overall sales volume. Digital POS also generates more than 30% growth in repeat buyers and brings in more than 32.8% in increased store traffic.