Digital
signage are
electronic
displays
that are
installed
in public
spaces. Digital
signs are
typically
used to entertain,
inform or
advertise.
Major benefits
of digital
signs over
traditional
static signs
are that
the content
can be exchanged
without effort,
animations
can be shown,
the signs
can adapt
to the context
and audience,
and even
be interactive.
Digital
signage
advertising
is a form
of out-of-home
advertising
in which
content
and messages
are displayed
on digital
signs,
typically
with the
goal of
delivering
targeted
messages
to specific
locations
at specific
times.
Digital
signage
offers
superior
return
on investment
compared
to traditional
printed
signs.
Markets and applications
The content displayed on digital signage screens can range from simple text and still images to full-motion video, with or without audio. Some operators of digital signage networks, particularly in the retail industry, regard their networks as comparable to television channels, displaying entertaining and informational content interspersed with advertisements.
Digital signage is used for many different purposes:
1. Information
– examples
include flight
information
in airports
and wait-times
for the next
train
2. Advertising
related to
the location
to uplift sales
– examples
include in-store
promotions
in a retail
establishment
3. Advertising
by third parties
– digital advertising
companies that
sell advertising
space to local
merchants/service
providers,
media resellers
and national
advertisers.
4. Enhanced
customer experience
– examples
include digital
signage in
restaurant
waiting areas
to reduce perceived
wait-time and
recipe demonstrations
in food stores
5. Influencing
customer behavior
– examples
include post
office digital
signage that
directs patrons
waiting in
line to automated
stamp machines
and retail
digital signage
designed to
direct customers
to different
areas of the
store, increasing
the time spent
on the store
premises (dwell
time)
6. Brand building
– examples
include Niketown
stores where
digital signage
in video form
is used as
a part of the
store décor
to build a
story around
the brand
7. Follow through
campaign information
to store manager
- examples
within chain
establishment
8. Environment
enhancing -
such as using
digital signage
to increase
the customer
experience
with the building
itself, examples
of this are
where digital
signage panels
are used on
the floor and
react to how
and when an
individual
moves over
them.
Digital signage
can also be
used in a corporate
environment,
for example
by disseminating
information
throughout
a company via
screens in
reception areas
and canteens.
The future of
information distribution
is everywhere
- and you're
looking at it.
Electronic digital signage displays, video walls, electronic signage systems, cat 5 audio video distribution solutions, point of sale displays and kiosks.
