How Digital Signage Can Create New Event Sponsorship Opportunities

Digital signage can create new event sponsorship opportunities by turning screens and interactive displays into sponsorable inventory. Organizers can offer sponsors branded screen rotations, premium placements, interactive activations, and trackable calls to action, while pairing signage with other event technology to measure visibility, engagement, and attendee responses.

Sponsors increasingly want evidence that they’re getting more than logo placement, and digital signage gives organizers a way to create moments that can be targeted, changed throughout the event, and connected to measurable attendee actions.

WHY IS DIGITAL SIGNAGE ADVANTAGEOUS FOR SPONSORS?

Digital signage can add flexibility to an event sponsorship package by giving sponsors more ways to reach attendees based on screen location, timing, and interaction.

For example, organizers can use digital signage to offer sponsors:

• Broader or more targeted visibility: A display in an exhibit hall can reach a large audience, while signage in a session space can reach attendees interested in a specific topic.
• More flexible messaging: Unlike printed signage, digital displays can rotate different messages, images, videos, offers, or calls to action throughout the event.
• Interactive activations: Touchscreen displays can support polls, games, surveys, product experiences, and other sponsored interactions.
• Trackable responses: QR codes and other calls to action can help measure scans, landing-page visits, or other attendee responses.

Organizers can also vary screen location, frequency, duration, or exclusivity across sponsorship levels. That turns digital signage from simple logo exposure into sponsorable event inventory that can be packaged more strategically.

4 WAYS TO BUILD DIGITAL SIGNAGE INTO EVENT SPONSORSHIP PACKAGES

Your sponsors might not be able to envision all the ways digital signage and related event technology can work in their favor. The key is connecting each opportunity to a clear benefit and, where possible, a measurable attendee action.

1. Sponsor messaging during the event

Digital signage displays can be pre-programmed to display a variety of sponsor messaging throughout an event. These could include visual messages, images, and videos. For example, a sponsor could receive a specific amount of “air time” on specific or general digital signs based on the sponsorship level. This gives the sponsor the chance to showcase a range of targeted marketing collateral beyond having logo and name exposure at the event. And the sponsor could easily add QR codes to revolving sponsor content to quantify response, traffic, or conversions attributed to a specific signage placement or creative.

2. Dynamic sponsor messaging

It’s typical for digital signs at events to be programmed to run certain content. However, the content can be updated in real time with live feeds or newly created videos or images. Sponsors aren’t necessarily locked into one static creative for three days. Depending on the setup, messaging can change by day, time, session, or event milestone. Increasing screen exposure expands potential visibility, while trackable CTAs such as QR codes can help determine whether that visibility produces measurable attendee action.

3. Gamified attendee interactions

Another opportunity for a sponsor activation can be during gamified experiences throughout the event. Gamification can include actual digital games, but can also be so much more. A sponsor might underwrite a touchscreen trivia game, branded poll, photo experience, or prize entry. The organizer can then report participation, submissions, scans, or other interactions generated by the activation. 

4. Pair digital signage with other event technology

Digital signage can be paired with equipment that helps measure how attendees move around your event venue. For instance, a badge scanner placed at the entrance to a sponsored workshop can retrieve information about who attended the session and when. Similarly, an RFID beacon tracker can measure how long attendees stayed in various areas of the event. You can deliver these kinds of results to sponsors so they can build their lead list and get a better sense of the interests of event attendees.

INCLUDE DIGITAL SIGNAGE IN SPONSORSHIP MATERIALS

When building your next event sponsorship package, consider digital signage as more than an operational expense. Screen rotations, premium placements, interactive displays, and trackable calls to action can all become sponsorable inventory that adds value beyond traditional logo placement.

The more clearly you define what sponsors receive, and what can be measured afterward, the easier it becomes for sponsors to evaluate the opportunity and for organizers to demonstrate the value of different sponsorship levels.

At SmartSource, we help organizers turn digital signage and related event technology into more valuable sponsorship opportunities. From branded screen placements and interactive displays to lead retrieval and onsite support, our team helps design and execute event technology that gives sponsors more ways to connect with attendees and gives organizers more ways to demonstrate measurable value.