How do you know when Digital Advertising has finally attained universal acceptance? Answer: When Muzak is added.

It's finally happened!

Digital Signage Today, has learned that Muzak, a pioneer in the field of in-store audio and a true household name, is entering the digital signage business.
The company is set to announce a partnership with Microspace, a provider of point-to-multipoint satellite services. According to a source with Muzak, the goal of the partnership is "to provide retailers with the best of digital audio and digital signage in one solution."
"Muzak has determined that their customer base has been asking for digital signage capabilities, but has elected not to internally move into that space," the source said. "However, in working with Microspace to digitally deliver some of their audio solutions, Muzak has chosen to offer digital signage solutions through Microspace's services. I think it's a great start into a trend of using audio combined with digital signage."
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Personally I feel that this is an excellent move. What ever your personal opinion of Muzak is I feel they will definately enhance this medium. My clients have been asking about audio prompting at the beginning of ad's and also about adding sound bites or music. In a mall setting, for eg in a food court, audio has to compete with so many others, that adding audio has not been practical. However, in a retail store setting, a restaurant, a beauty parlor and similar locations selected music can greatly enhance the digital image. We have had favorable responses from men's wear stores and high end beauty parlors on this point.