Digital Signage

Digital signage is simply using a flat panel TV or projected images to display targeted messages.

The benefits of digital signage over traditional static signs are that the content can be exchanged more easily, animations can be shown, and the signs can adapt to the context and audience, even interactively. Digital signage also offers superior return on investment compared to traditional printed signs.

Studies have shown digital signage to be effective in aiding customer recall and retention of displayed information in large-scale merchandising applications, especially taking into account the downward trend in LCD panel and playback device prices. Today a small-scale retail or restaurant digital signage installation can be implemented for under $1000, and ROI may be realized immediately.

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:

Public information – news, weather and local (location specific) information, such as fire exits and traveler information

Internal information – corporate messages, health & safety, news, etc.

Advertising – either related to the location the signage is in or just using the audience reach of the screens for general advertising

Brand building – in-store digital signage to promote the brand and build a brand identity

Influencing customer behavior – directing customers to different areas, increasing the dwell time on the store premises

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

Enhancing the environment – with interactive screens (in the floor for example) or with dynamic wayfinding