What is digital signage?
Digital signage is digital advertising - digital media content is deployed on promotional electronic systems such as large screens, posters, door signs, guidance systems etc. Digital signage is often understood to be moving images on large screens, however, the term actually refers to networked systems, the content of which is usually controlled by a program, but can also be created manually.
Digital signage - applications
With digital signage solutions, media is shown to the customer on decentralised visual display units, but is created and managed centrally. Digital signage is to be found at train stations, airports, and other public places where advertisements for products or services are displayed. Digital signage is also increasingly used in hotels, supermarkets, shopping centres, lobbies and cafeterias. POS (Point Of Sale) will soon become a highly competitive market for digital signage services.
Reach customers more efficiently, better, faster and cheaper
One of the advantages of digital signage solutions is that campaign-specific, timer-controlled media can be distributed individually to target groups. The timeliness and flexibility of the content also make it possible to react very quickly to various groups of customers. For example, in a department store, where a lot of single people go shopping in the early evening, and housewives and pensioners tend to go in the morning. Different media content can be linked, to make the message more attractive to customers. Combining advertising with news generates more interest and credibility. The reduction in expenditure when advertising or information content needs to be changed frequently is one of the major advantages of modern digital signage solutions. Changing conventional signs and posters is very costly, while the use of digital signage solutions allows content to be uploaded easily and inexpensively.
The benefits of digital signage at a glance
• campaign-specific, timer-controlled distribution to target groups
• fast reaction to different types of customer
• linking different content
• cost savings
• unified marketing at any number of locations
• refinancing by the inclusion of third party advertising
Posters, non-digital door signage and ceiling danglers will soon be secondary at the point of sale because digital signage solutions are far superior to classic sales aids.