What Exactly Digital Signage Is?
Digital signage is a form of electronic display that shows information
, advertising and other messages. Digital signs (such as LCD, LED, plasma displays, or projected images) can be found in public and private environments, such as retail stores and corporate buildings.
Advertising using 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 often called "digital out of home" or abbreviated as DOOH.
The benefits of digital signage over static signs, in situations where changing signs are preferred over static signs, are that the content can be exchanged more easily, animations can be shown, and the signs can adapt to the context and audience, even interactively. Digital signage can offer superior return on investment compared to temporary and/or promotional signs made from other substrates.
While the term "digital signage" has taken hold throughout most of the world, some companies and organizations prefer to use the terms "narrowcasting", "screen media", "place-based media", "digital merchandising", "digital media networks", "digital out-of-home" or "captive audience networks".
China currently leads the world in the number of digital signage displays deployed and number of NASDAQ IPOs, with the country's biggest digital signage firm, Focus Media Holding, alone operating more than 120,000 screens. Total revenue from the digital signage equipment market in the United States including hardware, software, installation, and maintenanceis expected to grow by about 33% in 2009.
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:
1.Public information news, weather and local (location specific) information, such as fire exits and traveler information.
2.Internal information - corporate messages, health & safety, news, etc.
3.Advertising either related to the location the signage is in or just using the audience reach of the screens for general advertising.
4.Brand building in-store digital signage to promote the brand and build a brand identity.
5.Influencing customer behavior directing customers to different areas, increasing the dwell time on the store premises.
6.Enhancing 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.
7.Enhancing the environment with interactive screens (in the floor for example) or with dynamic wayfinding.
Content or context of digital signage, is the name used to describe anything designed and displayed on screens. Content can be anything, including text, images, animations, video, audio, and interactivity. It has frequently been argued that digital signage relies on good content if it is to work effectively.
While the technology is well-established, it is often the content that fails, because marketers have not adapted their thinking to produce appropriate and engaging content.
Digital signage displays may be LCD or plasma screens, LED boards, projection screens or other emerging display types like interactive surfaces or Organic LED screens (OLEDs). Other, less traditional technologies for digital signage exist, such as 'holographic displays', water screens and fog screens. However, these are typically used for smaller one-off installations rather than large networks.
Whenever the display, media player and content server are located apart there is a need for audio-video wiring between the display and the media player and between the media player and the content server. The connection from media player to display is normally a VGA, DVI, HDMI or Component video connection. Sometimes this signal is distributed over Cat 5 cables using transmitter and receiver baluns allowing for greater distances between display and player and simplified wiring. The connection from media player to content server is usually a wired Ethernet connection although some installations use wireless Wi-fi networking.
Digital signage can also interact with mobile phones. Using SMS messaging and Bluetooth, some networks are increasing the interactivity of the audience. SMS messages can be used to post messages on the displays, while Bluetooth allows users to interact directly with what they see on screen. In addition to mobile interactivity, networks are also using technology that integrates social media interactivity. This technology enables end users to send Twitter and Flicker messages as well as text messages to the displays. Some signs use 3D displays that operate using a technology called autostereoscopy, which allow the viewer to see a 3D image without using special glasses.
by: Tiel Holdstock
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