What is digital signage?

Simply put, Digital signage is a new generation audio-visual platform created to deliver digital content over a controlled network of screens deployed at almost any out-of-home location.

Digital signage is considered the fifth screen (after cinema screen, television, personal computer and mobile device).

The growing demand

Two forces are propelling the growth of digital signage

1. First, marketers want to access consumers closer to the point of purchase
2. Second, technological advances, coupled with rapidly declining costs of that technology, are making digital signage more practical and affordable as a replacement for traditional static signage

Types of digital signage

Stand-alone signage: Stand-alone signage is essentially a single screen solution. It is the most cost-effective all-in-one digital signage solution for easy plug & play applications. These elegant and highly reliable products highlight an innovative integration of LCD display panel with a fully functional digital media player for playing a wide range of audio-visual content including text, images and videos.

Stand-alone signage require no complicated installation and can be easily moved from one place to another making their usage flexible and versatile.

Possible implementations include Kirana stores, medical shops, restaurants, ice-cream parlors, bakery, book-stores, beauty parlor, libraries, bus terminals, travel booking counters, clinics, nursing homes, stationary shops, showrooms, Xerox shops, phone booth, fast-food restaurants, cyber café, real-estate agencies, etc.

Networked signage: Networked signage also know as dynamic digital signage is a group of displays controlled centrally and connected together using personal area network (PAN), local area network (LAN) or wide area network (WAN) protocols for the purpose of communication.

Networked signage appears quite simple on the surface, but becomes a tangled web of interconnected and sometimes complex technologies that all act together in unison to produce the image seen on the screen. The components of a simple dynamic digital signage network include display, hardware, software, content, connectivity and installation services. The dynamics and complexities vary depending on the industry, display size, no. of displays, purpose of communication, geographical diversity, format of content, location(s) etc. It is for this reason that any networked signage is best approached as a bespoke solution rather than as a one size fit all templates.

Many companies have parts of the technology they understand, be it displays, software, networking, or content… but few understand the whole "picture" of what digital signage requires. To realize an optimal solution, prospective digital signage clients should approach companies that understand all of the disparate parts that make up the entirety of a digital signage network, and understand how to properly sell the value in those networks to the customer.

Interactive signage :Interactive signage is a value-added hybrid to the networked signage. Digital signage can be made interactive using touch, blue-tooth, gesture, global positioning system, infra-red or some of the other emerging functionalities. Amongst them touch remains the most sought after form of interactivity.

Multi-display signage :Multi-display signage also popularly called video walls consists of multiple displays tiled together contiguously in order to form one large screen. Apart from the impressive visual impact, multi-display signage solutions are a cost-effective alternative to large format displays in out-of-home situations.

Advantages

As our society and technology continue to evolve, digital signage is becoming a new generation digital media network in delivering dynamic and relevant content to target audiences in some ways complimenting and in other ways beyond the reach of traditional media tools

Top ten reasons why digital signage scores over traditions signage

1. Research shows that people are 5 to 10 times more likely to pay attention to dynamic rich-media content in contrast to the traditional static signs
2. Real-time, interactive, immersive and measurement possibilities
3. Delivers the relevant message to the right audience at the right time
4. Content distribution cost and time are significantly reduced
5. Controlled high impact media
6. Extremely fast to deploy
7. Networked nationally, regionally and locally
8. Managed remotely
9. Convergence possibilities with other media
10. Ability to interact with audience directly in the trenches (PoP, MoT)

Applications

Digital signage can be deployed at almost any businesses or locations to provide an appealing visual environment, to promote products and services and to improve communications with customers or employees. Some illustrations of the various industry verticals and the type of digital signage applications are illustrated below.

1. Corporate: Internal communication network, Staff training
2. Education: Connected campus TV, e-bulletin boards, e-learning solution.
3. Entertainment: Ad network, e-Infotainment boards
4. Healthcare: Health care channel
5. Hospitality (incl. Restaurants): Back-office training, Front office e-sign boards and wireless menu boards, digital menu boards, e-infotainment channel
6. Government: Information and civic monitoring network
7. Travel and tourism: Airport TV, e-infotainment board, Ad network, Large format display (LFD)
8. Malls: E-sign board, ad network, e-infotainment board, LFD
9. Hypermarket: Connected hypermarket, Training channel, consumer loyalty channel
10. Retail outlets: Retail channel, offers, e-infotainment board
11. Banks: Connected bank network, In-branch marketing network
12. High-traffic advertisement locations: Ad network

Planning a signage network

1. A typical digital signage network project will most likely grow from a few displays to many displays, from a few locations to many locations
2. Digital signage is not an end product, but rather an on-going “Plan, Design, Deploy, Manage, and Grow” process
3. The concept of “think big, start small” is the key to any successful digital signage network
4. Before jumping into a digital signage network project, you should understand the process and the various components involved with digital signage

Speak to a Breakthru Digital representative for a no obligation discussion on your digital signage requirement