What is digital signage?….The Digital Signage is a form of electronic display that shows information messages, advertising and others. Digital signals (eg, LCD, LED, plasma displays or projected images) can be found in public and private environments, such as stores and corporate buildings.
Samples of digital signage are generally controlled by the most basic personal computers through proprietary software programs, avoiding large capital expenditures for equipment controller.
Advertising through digital signage is a form of “Out of Home Advertising” in which content and messages are displayed on digital signs with a common goal of delivering targeted messages to specific locations at specific times. This is called “digital out of home” or abbreviated as DOOH.
Digital signage can offer superior return on investment compared to temporary signs and / or promotion from other substrates.
While the term “digital signature” has taken hold in much of the world, some companies and organizations prefer to use the terms “restricted”, “screen media”, “place-based media communication “,” digital merchandising “,” digital network media “,” digital out of home “or” captive audience networks “ which some times it can be confused and make us ask, what is digital signage?.
Currently, China is the world leader in the number of digital signage displays deployed and number of NASDAQ IPOs, with the largest digital signage company in the country, Focus Media Holding, alone operating more than 120,000 screens. Total revenue for the signage market of digital equipment in the United States – including hardware, software, installation and maintenance, is expected to grow by 33% in 2012.
Digital signage is used for many different purposes and there is no definitive list. However, below are some of the most common applications of digital signage:
Public information – news, weather and local (location specific) information, such as fire exits and traveler information.
Internal information – corporate messages, health and safety, news, etc..
Advertising – either related to the location of the signage is in or just using the audience reach of the screens for general advertising.
Brand building – In store digital signage to promote the brand and build a brand identity.
Influencing customer behavior – directing customers to different areas, increasing the dwell time on the store premises.
Improve customer experience – applications include the reduction of perceived wait time in restaurant waiting areas, bank queues, etc., as well as recipe demonstrations in food stores.
Improving the environment – with interactive screens (in the floor, for example) or with dynamic signaling.