What Is Digital Signage and Why Would I Need It?

What?

The millennial generation was raised on the moving image. HDTV, MTV, flat-screen PCs, PDAs and other electronics have created a generation with high expectations of media and its message. No wonder digital signage--a new presentation technology--is making its way into our world. Digital Signage is an industry whereby plasmas, LCDs, computer monitors and normal televisions are used to replace and enhance traditional signs. The advantages of digital signage include the rapid ability to update content, and the ability to deliver specific messages to specific audiences in specific locations. Digital signage is helping to merge the industries of advertising networks and point of purchase display merchandising.

The content displayed on digital signage screens can range from simple text and still images to full-motion video, with or without audio. Some operators of digital signage networks, particularly in the retail industry, regard their networks as comparable to television channels, displaying entertaining and informational content interspersed with advertisements .

Digital signage is used for many different purposes:

• Information examples include campus maps and directions within college lobbies, emergency alerts, corporate events and messages
• Advertising Related to the Location to Uplift Sales; examples include in-store promotions in a retail establishment
• Advertising by Third Parties examples include restaurant-based digital signage networks that sell advertising to local merchants/service providers 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

Why?

• Because you eliminate the need to print and distribute static signs every time you change your message or campaign, you save on expensive printing costs and processing time. What you will have is instant digital programming with informative and entertaining content. Despite the common belief that digital signage is too expensive, case studies have shown that when compared to printing costs, your return on investment can be as little as 1 1/2 years.
• You can turn your Digital Signage Network into a profit center by selling advertising time to your suppliers
• Due to its networking, a Digital Signage System allows you to change content at multiple locations from one remote authoring station. Change your message quickly on displays in one venue, or on any screen anywhere in the world via the internet.
• A digital sign has the stopping power to get your customers attention. Once you have commanded their attention, you have an opportunity to influence their buying decisions. Large corporations have also found that digital signage is a way to touch all employees at once with important company information.
• Once you have a digital signage system installed, you will be surprised by how many additional uses will present themselves.