General Motors plans to make digital signage part of its dealership facility requirements for the first time, starting next year.
The digital signage requirement, part of what GM calls essential brand elements at Chevrolet, GMC and Buick stores, will include advertising on video screens in dealer showrooms and controlled content for in-dealership TV sets in customer waiting areas. Cadillac has a separate digital signage program, GM says.
The program is designed to give GM brands and dealers a more dynamic digital tool and flexibility to tailor specific marketing messages and services to customers and the public. The content can be created and distributed locally, regionally or nationally.
“Someday, all dealers will have digital signage,” said Jerry Daniels, CEO of Automotive Broadcasting Network, a digital signage vendor. “It’s taking a bit longer than we expected.”