Advertising is one of the most popular ways of promoting a product. If we delve deeper into the history of advertising, we will find that the initial forms of advertising employed using people as the main source of information. They promoted their products to these people and used them as a primary mode of advertisement. These people then used to further advertise these products. The chain of information, however, was not effective in spreading the information to a larger demographic of people.The advent of mass media, especially newspapers, changed the concept of advertising. Companies started publishing advertisements in newspapers and saw a massive increase in their profits. Television advertisement further boosted their advertising revenues and practices. It was, however, the introduction of advertising signage that changed the dynamics of this industry. Advertising signage can be placed anywhere, including road intersections, buildings and markets.Initially, companies went for Neon advertising signage. Technology use was limited at that time and people were more interested in using bright and shining neon signs to attract the attention of people. The introduction of computer technology diminished the importance of neon signs for advertising purposes. Contemporary advertising signages employ a number of techniques and innovation to attract customers. Some of these are mentioned below:Animated signageThis type of advertising employs the use of computer technology to create animations. They feed these animations into microchips and install them on advertising signage. The animation may or may not relate to the product but the message directly points to the promotion of the targeted advertising item. The popularity of animated movies has fueled the production of this signage.There are two ways of displaying an animated signage. The more popular method is the installation of display screens in major shopping malls. These animated advertisements continuously play and catch the attention of the shoppers. Advertisers also employ the method of attaching microchips and transmission system to huge advertising hoardings and billboards. These billboards then display the animated advertisements. This approach definitely attracts a larger number of audiences as compared to those present in a shopping mall.Content-based signageAnother popular trend in advertising signage is the use of promotional content in an attractive form. Slogans, riddles and quizzes are displayed on display screens at major intersections and shopping malls. They also use modern laser technology to pinpoint the specific content. In many cases, more than one signage is used for this purpose. The bigger one displays the riddle while the shorter one carries the answers or actual advertisement of a product.Digital SignageAnother innovation in advertising technology, digital signage display movies or advertisement films on LCD and Plasma displays. This type of advertising signage is used in shopping malls, hotels, casinos and tourist resorts. Digital signage is cheaper as compared to animated advertisement as the company can simply display the video advertisements as are shown on TV. The only expenditure incurred is on installing these LCD screens and Plasma displays.