Digital signage is a form of electronic display that is installed in public spaces. Digital signs are typically used to entertain, inform or advertisement. Digital signage advertising is a form of out-of-home advertising in which content and messages are displayed on digital signs, 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.
Technology:
- 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.
- Content scheduling and playback can be controlled by a number of technologies ranging from simple, non-networked media players that can output basic loops of MPEG-2 video to complex, N-tier player networks that offer control over many displays in many venues from a single location. The former is ideal for small groups of displays that can be updated via sneaker net (the practice of physically transporting data to each location on a disc or CD-Rom, usually by walking), while the latter allows digital signage network operators to either push content to many players at once or have each player pull content from a server as needed.
Features:
- Proven to increase sales to your captive clientele, while they are in your location
- Manage the screen remotely from any computer with internet access
- Flexibility to modify your campaign offerings
- Ability to display both Horizontal and Vertical orientation
- Display live news, weather and traffic reports
- Digital signage is one of the fastest growing communication media today
- Allows brands to talk directly to a responsive captive audience
Advantages:
- Low Cost – High Visibility
- Cost comparable to internet and website advertising
- Low maintenance and upkeep
- Micro-Localization
- Possibility of uploading specific advertising to individual screens; content may be regionalized and focused towards specific target groups
- Content uploads through an usb, computer or laptop which are connected within a network
- Point of Communication
- Visually Appealing – draws attention
- Pushes last mile recall during purchase decision making
- Highly adaptable and configurable to suit all environments
- Support or replace physical PoS merchandizing
- Revenue: Excellent revenue stream that provide advertising space to third party advertisers interested in boosting their product sales or creating brand awareness
Applications:
- The content displayed on digital signage screens can range from simple text and still images to full-motion video, with or without audio
- Information – examples include flight information in airports and wait-times for the next train
- Advertising related to the location to uplift sales examples include in-store promotions in a retail establishment
- Advertising by third parties - digital advertising companies that sell advertising space to local merchants/service providers, media resellers and national advertisers
- Enhanced customer experience - examples include digital signage in restaurant waiting areas to reduce perceived wait-time and recipe demonstrations in food stores
- 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
- Brand building – examples include Niketown stores where digital signage in video form is used as a part of the store décor to build a story around the brand
- Follow through campaign information to store manager - examples within chain establishment
- 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
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