The introduction of new technologies such as digital video recorders (TiVo®), instant access television (Video On Demand) and satellite radio have given consumers an unprecedented level of control over their environment. Traditional media are faced with continued challenges of fragmentation and consumer avoidance of marketing messages. (Consider that a recent study by CNW Marketing Research, Inc showed that 96% of users of Digital Video Recording system such as TiVo® skip fast food commercials. Overall the average skip rate was over 71%.) Traditional broadcast style advertising such as television, radio and newspaper become less effective and more out-dated every day as people avoid in-home advertisement and have increasing ability to do so.

Contrast that with attitudes regarding digital displays in retail environements. A recent Arbitron study showed that over half of people that have viewed displays think that more stores should run similar programming. 78 percent of people find the screens helpful and close to 30% say they have made unplanned purchases after viewing a display. Digital Signage is effective and well received by its audience and is significantly less expensive than television, radio, newspaper and other traditional advertising channels.