What is Digital Signage?

Digital signage is a form of out-of-home advertising in which content and messages displayed on an electronic screen, or digital sign, can be changed without modification to the physical sign, 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[1]. Digital signs may be scrolling message boards, LCD or plasma display panels, electronic billboards, projection screens, or other emerging display types like living surfaces or Organic LED screens (OLEDs) that can be controlled electronically using a computer or other devices, allowing individuals or groups to remotely change and control their content (usually via the Internet).

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. For these purposes issues such as digital rights also come into play.


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 advertis ing 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 branded 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.