What is Digital Signage?

Digital Signage (DS) is the new marketing evolution, also known as "out-of-home advertising"', in which content and messages are displayed on an electronic screen or digital sign (such as LCD, LED, plasma displays, or projected images). The Content displayed can range from simple text and images to full-motion video, with or without audio. These video networks can be revised without modifying the physical sign. Digital Signage offers you the power to enhance customer experience, brand/product focus as well as building customer loyalty.

Market and Applications

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
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 way-finding

Other applications include the following:

What are the benefits of digital signage?

With digital signage, content can be changed easily and remotely, animations and video can be shown with or without audio. Digital signage also offers a superior return on investment compared to traditional printed signs.

Digital Signage is an engaging way to communicate with your employees and/or customers that is dynamic and cost-efficient. Other benefits include time saving, multi-purpose use, real-time announcements and promotions. Also additional revenue can be generated from third-party advertising.

Here are some more benefits of using digital signage in your business:

• Impact your audience and influence consumer/employee behavior
• Build brand awareness, improve awareness of a particular brand, service offering or product line
• Increase store traffic and drive new revenue/profits
• Dynamically control your advertising message
• Additional revenue stream by selling advertising space
• Reduce or eliminate messaging, printing and distribution costs

According to market research, over $800 million was invested in Digital Signage in 2005 and it will increase to over $2 billion this year with a forecast of over $4 billion by 2011. Digital Signage offers superior Return on Investment (ROI) compared to traditional printed signs. Digital Signage & Media solutions should be considered an essential element for any business growth strategy.