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* Digital Signage

 

Digital Signage is a form of electronic display that shows television programming, menus, information, advertising and other messages. Digital signs (frequently utilizing technologies such as LCD LED displays or images to display content) can be found in both public and private environments, including retail stores, hotels, restaurants, and corporate buildings, amongst other locations.

Digital signage displays are most commonly controlled by personal computers or servers, through the use of either proprietary or domain software programs; this approach often allows the operator to avoid large capital outlays for the controller equipment.

Advertising using digital signage is a form of advertising in which video content, advertisements, and/or messages may be displayed on digital signs with a common goal of delivering targeted messages, to specific locations and/or consumers, at specific times. This is often called "digital out of home" or abbreviated as DOOH.

Since digital signage content may be both frequently and easily updated, saving the printing and/or construction costs associated with static signage, and also because of the interactive abilities available through the accompanying employment of such real-world interfaces as embedded touch screens, movement detection and image capture devices, it has won wide acceptance in the marketplace.

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, such as health & safety items, news, and so forth.

3.    Menu information – pricing, photos, ingredients, and other information about the food(s) being offered, including nutritional facts.

4.    Advertising – usually either related to the location of the signage or using the audience reach of the screens for general advertising.

5.    Brand building – in-store digital signage to promote the brand and build a brand identity.

6.    Influencing customer behavior – directing customers to different areas, increasing the "dwell time" on the store premises, and a wide range of other uses in service of such influence.

7.    Enhancing customer experience – applications include the reduction of perceived wait time in the waiting areas of restaurants and other retail operations, bank queues, and similar circumstances, as well as demonstrations, such as those of recipes in food stores, among other examples.

8.    Enhancing the environment – with interactive screens (in the floor, for example, as with "informational footsteps" found in some tourist attractions, museums, and the like) or with other means of "dynamic way finding".

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