What is Digital Signage: Definition, Benefits, and More

Looking for a new way to  promote your small business ?  Digital signage  offers  new territory  and endless ways to advertise.



Investing in digital signage can seem daunting, as it’s  more expensive  than other types of signage and promotion. Trust me, though —  the investment is worth it .



During my career in marketing, I watched as digital signage secured its place as one of the  most innovative and flexible forms of advertisement  currently available. I’ve also been exposed to some seriously cutting-edge uses.



As long as you’re someone with information or a message to spread, digital signage is worth looking into.



What is Digital Signage?



Digital signage is  any kind of installation or display of content for advertising and informational purposes . Simply put, it’s a sign on a screen using technologies such as LCD and LED.



Digital signage is  everywhere  these days. It’s so ubiquitous that you may not have even noticed its increased popularity. Some common places you might run into digital signage are:




Bus and train stations



Gate information at airports



Mall and museum directories



Fast-food drive-thrus



Movie theaters



Location-specific information, such as public weather notices



Self-check-out



Self-ordering kiosks




Digital signage is  gaining traction  in our lives and within the business realm, evolving from a reactive system that distributes content to an intricate arrangement of connections, interactions, and real-time acquisitions.



There are  endless  uses for digital signage. This type of advertising or informational display is efficient because, rather than installing a completely new sign, you can easily change what the current one is displaying. If used correctly, there are tons of  digital signage benefits for your small business .



But how do digital signs work?



What is Digital Signage Hardware?



Digital signage hardware refers to the  tangible components of digital signage . Among many features, these can include:




Screens



Mounts



Payment devices



Cameras




The nature of digital signage means that it’s  highly customizable . Screens come in an array of sizes, resolutions, and brightness levels. You can also choose between features, including LCD/LED flat panels, projection screens, and interactive touchscreens.



Then, you’ll likely  connect your digital display systems to media players . These contain the operating systems and software you need to run digital signage content. You can  display your digital signage  on walls or other obviously visible areas using external mounts or specialized brackets.



That said,  not all digital signage displays require an external media player . You can also implement digital signage using all-in-one displays with their own embedded processor and infrastructure.



The hardware network continues beyond there, though. Other additions to consider are environmental sensors, user input consoles (for interactive signage), printers, modems, security enclosures, and audio streaming devices.



Many types of digital signage are  interactive , such as multi-touch displays for self-checkout. Other interactive modalities include motion sensors, computer vision for scanning gender/age, and  RFID  readers. All of these instances can  help businesses engage with their customers more meaningfully .



What is Digital Signage Software?



Digital signage software is what  enables visual components to be displayed  on electronic signs.



It isn’t easy to give a simple and comprehensive definition of  digital signage software  because countless vendors are offering different capabilities and suitabilities. However, there are some  common themes  across digital signage software solutions:




Option to incorporate interactive functionality



Ability to integrate third-party services



Analytics-based data collection



Multimedia format selection



Options for designs, layouts, and storyboarding




It may be simplest to define digital signage software according to its primary functions: content creation,   distribution, device management, and performance measurement.



Software is the area of digital signage that’s  constantly changing and evolving  today.  Interactivity  is  rapidly progressing beyond touch quality  into speech recognition, demographic-based interactions, gesture recognition, and other, more visual-based modes.



This uprise in new forms of interactivity secures human-machine interaction’s place as a quickly-evolving avenue of promotion and marketing.



But how does digital signage software actually work?



Currently, most solutions exist as  content management systems  (CMS) with an interface where users can upload and manage their content. When they’re finished, the content is distributed to the media player.



CMSs are likely to remain relevant, but current trends suggest future  solutions connecting and retrieving content from a new variety of third-party sources , both locally and on the cloud. As such,  the scope of available content will expand .



Some examples of these third-party sources include Microsoft Excel, CMSs like AirTable and Directus, social media, and data sources accessible via APIs.







Benefits of Digital Signage



Digital signage has many  benefits for businesses , often unmatched by traditional marketing materials. Here are some key advantages:



Increased Customer Engagement



Digital signage is  visually stimulating , making it easy to attract new and increased engagement among potential customers.



Our brains can process visual information much faster than we process text  (hence why so many textbooks have seemingly-useless photos!). Using digital signage to market allows you to  advertise with imagery first , sure to capture more attention than blocks of text.



Easy Content Updates



We all know that content can become outdated quickly.



Digital signage allows businesses to  easily update their messages at a moment’s notice , saving time and money. Updating what used to take weeks or months can now be done in minutes.



Improved Brand Awareness



Digital signage can help  drive brand awareness and customer loyalty , especially with interactive elements. With digital signage, customers can engage with your brand in ways a traditional sign could never offer. Therefore, your marketing is more likely to be memorable.



Plus,  branding through digital signage is often easier  than other, more traditional marketing avenues. Because all your communications are powered through  one central content manager , you can change the displays on multiple signs simultaneously.



Cost Effective



Rather than investing in an expensive design team, digital signage systems offer a  cost-effective way to add content , from videos to PowerPoint slides. Additionally, you can access media files from your network folder for even more convenience.



With templated designs and automated updates, anyone with the necessary user account permissions can create attractive messages quickly. Approval processes are simple — that way, multiple people can easily contribute.



Attract New Customers



Digital signage can be a  powerful  marketing tool to  exponentially increase your reach  and  saturate the market  with your unique messaging.



By placing screens in busy areas, you’ll communicate with an  unbounded audience  that would be  impossible  to achieve through traditional print runs or email lists. Moreover, digital signs are  incredibly versatile  – from single large displays, video walls, and touchscreens to small monitors, tablets, and smartphones – you can create customized messages that accurately align with multiple locations or demographics.



This ease of reach is a  surefire  way to attract new customers.



Examples of Digital Signage



If you’re looking for inspiration or still need clarification about where digital signage is in the real world, here are a few examples.



Promotional Material



Promotional material, such as special offers and discounts, often involves digital signage. Think about when you walk through a department store. Competing kiosks will often  utilize digital signage   to draw attention  to a booth that would be otherwise near-identical to all others.



Not only can you highlight limited-time deals that drive customers in the door, but you can also  change these messages quickly when something new pops up . The efficiency and visual appeal of digital signage makes it a compelling avenue for this type of advertising.



Service Offerings



Service offerings can be displayed through digital signage for similar reasons to promotional material.



Think about the lobby of a doctor’s office. What would take up an entire bulletin board can now be  condensed down to a few images or videos  that quickly say what services are offered and how they can help you. As such, more people are likely to engage with the signage.



For multi-level organizations, such as universities or large corporations with hundreds of departments, digital signage is essential for providing concise information to visitors without overwhelming them with too much text at once.



Directories



Almost all directories in metropolitan parts of the United States today utilize digital signage. This is because it’s  easy and efficient to change the display  along with developments in the area.



Emergency Messages



Emergency messages, such as the ones we drive by on interstates, are commonly displayed through digital signage. Whether it’s a natural disaster or other unexpected problem, digital signage is the  fastest way to alert as many people as possible  in an area. 



City governments can easily update all of their signs from one central interface so that critical information is developed in a highly efficient manner. 



Inspirational Quotes



What better way to break up the monotony of a long day than with an encouraging phrase? Digital signage makes it easy to create multiple messages and display them quickly at once.



While this type of digital signage can happen on a screen, one of the most common instances is retro-style LED light signs with quirky and uplifting sayings. This is a common fixture in trendy bars and other recreational spaces.



We’re surrounded by digital signage every day, but as you can see, there’s  so much more to its capabilities than simply displaying ads or logos . It’s an incredibly versatile tool that can be used to amplify your unique message to any audience!



Interactive Games



We’re all familiar with the concept of an interactive game – but did you know that digital signage also allows us to  make these games accessible in public spaces ? In fact, interactive games are one of the most popular uses for digital signage.



Take a museum or zoo, for example. What if, instead of traditional plaques indicating the species of animals and artifacts, we could create interactive games that allow visitors to learn more about their surroundings? By  combining visuals with audio , you can create a unique and extra-engaging experience through digital signage.



This type of gaming also  allows businesses to drive traffic toward key messages  while entertaining customers simultaneously. Whether it’s a promotional game or simply a way to encourage viewers to stay a bit longer, interactive games are one of the most fun uses for digital signage.



Maps & Schedules



This is one of the most practical uses of digital signage.



Instead of having to hunt down a paper map or timetable on public transit, people can now get an  up-close and accurate view  of the route they need to take on a digital signage display.



Digital maps even come with  zoom features  that allow viewers to get a more detailed look at their surroundings. These digital maps are also often interactive – for example, allowing users to click on individual stops, which then show the detailed schedule information for that location.



Social Media Streams



No matter your industry, social media is becoming an increasingly important part of digital marketing. What better way to showcase this than with a  live stream on sizeable digital signage displays ?



This type of display can be used in  many  different ways – from displaying customer reviews and tweets to a live feed of hashtags related to the company. This will give viewers the  impression that your business is up-to-date  with the latest trends and technology, thus piquing their curiosity.



Digital signage also gives you  greater flexibility in creative designs , allowing you to integrate visuals such as videos or GIFs into your display.







Conclusion



Digital signage is a  handy tool for promoting  your brand, products, services, or events and driving awareness among customers quickly and cost-effectively.



With its versatile design options and ability to reach an unlimited audience through interactive elements, it’s no wonder it has become such a popular choice among businesses.



If you want to draw attention and create a memorable experience for your small business,  digital signage is the perfect solution .



But before purchasing a system, check out this article on  mistakes to avoid with digital signage . A little more research never hurts.



Thanks for reading, and until next time! If you have any questions or thoughts, please leave a comment.
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