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What Is Digital Signage?

Digital signage is a form of electronic display that shows information, advertising and other messages. Digital signs (such as LCD, LED, plasma displays, or projected images) can be found in public and private environments, such as retail stores and corporate buildings.

Most Digital Signage Displays are controlled by basic Personal Computers or Media Players by way of proprietary software programs, avoiding any large capital outlays for the Digital Signage owner.

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.

Benefits of Digital Signage:
• More effective at attracting the attention of your audience
• Fast and easy to update
• Able to display various types of media
• Display content relevant to a specific site, region or audience
• Lower overhead by eliminating the need to continually update traditional signage
• Ability to control your network of digital signage displays from one central location
• Option to make your sign interactive

Market and Applications:
While the term "digital signage" has taken hold throughout most of the world, some companies and organizations prefer to use the terms "narrowcasting", "screen media", "place-based media", "digital merchandising", "digital media networks", "digital out-of-home" or "captive audience networks".

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 and traveler information
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 wayfinding


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