SOURCE: Aberdeen Group

Aberdeen Group

February 10, 2010 11:00 ET

New Research Finds Top Performing Companies That Use Digital Signage Achieved a 13% Increase in Customer Advocacy, Compared to an Industry Average of 2%

Companies With Successful Digital Signage Strategies Also Increased Brand Awareness by 15%, Compared to Average Companies That Only Increased Brand Awareness by 4%

BOSTON, MA--(Marketwire - February 10, 2010) - Top performing companies are using digital signage to deliver content to their customers in an interactive and engaging manner, increasing customer advocacy over six times more than average companies. The latest research report, Digital Signage: A Path to Customer Loyalty, Brand Awareness, and Marketing Performance announced today by Aberdeen Group, a Harte-Hanks Company (NYSE: HHS), finds that organizations turn to digital signage to combat the decline in effectiveness of traditional marketing and to meet the changing expectations of their target audience.

The research report delivers 22 pages of hard-hitting facts based on responses from over 130 companies, and investigates the steps top performing midmarket companies are taking to improve agility and decision accuracy.

The report reveals the strategies top performing companies use to meet their marketing requirements, and found that:

-- Top performing companies are 73% more likely than average companies to
   employ a content management system to drive content to their digital
   signage system. Such companies were also twice as likely as their
   average counterparts to employ performance reporting tools to track the
   effectiveness of their signage efforts.
-- Top performing companies are 28% more likely than average companies to
   devote resources to content creation for digital signage.  However, top
   performers are 39% more likely than the average to devote organizational
   resources to managing this content after it has been created. The
   ability to manage content is a true differentiator among digital
   signage initiatives.

"Success with digital signage comes down to people, process, and technology," says David Hatch, Senior Vice President of Research and co-author of the study. "Best results occur when the right people are dedicated to the task and are supported by management. Furthermore, the ability to track customer behavior must become part of the overall marketing process. Companies cannot ignore the growing range of technological solutions that include hardware, software, and mobility."

Visit for a complimentary copy of this research report, please visit:

About Aberdeen Group, a Harte-Hanks Company

Aberdeen provides fact-based research and market intelligence that delivers demonstrable results. Having queried more than 30,000 companies in the past two years, Aberdeen is positioned to educate users to action: driving market awareness, creating demand, enabling sales, and delivering meaningful return-on-investment analysis. As the trusted advisor to the global technology markets, corporations turn to Aberdeen for insights that drive decisions.

As a Harte-Hanks Company, Aberdeen plays a key role of putting content in context for the global direct and targeted marketing company. Aberdeen's analytical and independent view of the "customer optimization" process of Harte-Hanks (Information - Opportunity - Insight - Engagement - Interaction) extends the client value and accentuates the strategic role Harte-Hanks brings to the market. For additional information, visit Aberdeen or call (617) 854-5200, or to learn more about Harte-Hanks, call (800) 456-9748.

For more information on this report, please contact

© 2010 Aberdeen Group, Inc., a Harte-Hanks Company
451 D Street, Suite 710
Boston, Massachusetts 02210-1928
Telephone: (617) 854-5200
Fax: (617) 723-7897