Digital Signage

Digital signage solutions enable a single computer to power more than one electronic display simultaneously to show information, advertising and other messages. Digital signage content can be pushed onto LCD, LED, Plasma or projectors and 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 traditional static signs are that the content can be exchanged far easier, animations can be shown and the signs can be adapted to the context and audience, even interactively. Digital signage also offers a superior return on investment compared to traditional printed signs.

Market and Applications

Although 'digital signage' is a term heard throughout most of the world, there are several other preferred known terms used by organisations such as; 'narrowcasting', 'screen media', 'place-based media', 'digital merchandising', 'digital media networks', 'digital out-of-home' or 'captive audience networks'.

The market forecast for total revenue from the digital signage equipment market in Europe – including hardware, software, installation, and maintenance – is expected to grow over 30% YOY until 2012.

Digital signage is used for multiple purposes with no definitive list. However, below are some of the most common applications of digital signage:

Public information – news, weather and location specific information (such as fire exits and traveller information)
Internal information – corporate messages, health & safety, news, events, etc
Advertising – either related to the location the signage is in, or 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 behaviour – directing customers to different areas, increasing the dwell time on the store premises
Enhancing the 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
Enhancing the environment – with interactive screens (in the floor for example, or with dynamic way finding)