What is Digital-Signage?
The term Digital Signage describes the use of digital hardware and media content for advertising and information systems such as electronic posters, electronic traffic signs, advertising in stores (store marketing at the POS or POI), digital door signage or large screen projections. In interactive digital signage gesture recognition and gesture control is combined with a digital signage screen.
The main argument of suppliers of digital signage systems is the cost savings.
By using of conventional signs and posters additional costs are incurred for the replacement of the content, with Digital Signage Systems the content will changed automatically only the content must be managed by a content management system (CMS).
In addition, the timeliness of the content is another argument. The contents can be changed every second and react to different customers and different times at the POS or POI.
Digital signs are used for many different purposes and there is no definitive list.
Below are some of the most common applications of digital sign:
Public information (POI)
News, weather, traffic and local (location specific) information, such as building directory with map, fire exits and traveler information.
Internal information (POI)
Corporate messages, such as health & safety items, news, and so forth.
Menu information (POS)
Pricing, photos, ingredients, and other information about the food(s) being offered, including nutritional facts.
Usually either related to the location of the sign or using the audience reach of the screens for general advertising.
Brand building (POI)
In-store digital sign to promote the brand and build a brand identity.
Influencing customer behavior (POS)
Directing customers to different areas, increasing the "dwell time" on the store premises, and a wide range of other uses in service of such influence.
Enhancing customer experience (POS)
Applications include the reduction of perceived wait time in the waiting areas of restaurants and other retail operations, bank queues, and similar circumstances, as well as demonstrations, such as those of recipes in food stores, among other examples.
Enhancing the environment (POI)
With interactive screens (in the floor, for example, as with "informational footsteps" found in some tourist attractions, museums, and the like) or with other means of "dynamic way finding".