Introduction to Digital Signage

We"ve been in the digital signage business since 2006 and in this time it has become obvious that there’s much confusion and a major lack of understanding of what digital signage actually is. Our goal is to dispel the confusion and help you to better understand digital signage and the reasons why you might want to implement a digital signage strategy in your organization.

Imagine the power that comes with the ability to put the right message in front of the right people at the right time; no matter where you are or what industry you are in. With immediate Digital, you are given a unique opportunity to empower and enrich a customer or employee experience while building brand awareness, educating, informing, entertaining, or increasing your bottom line at the same time.

Digital Signage Definition

Digital signage is a display device, like an LED panel, connected to a computer also referred to as a media player or player PC. The two are used as an on-location tool to present an inexpensive way to deliver computer generated media-rich information that’s constantly changing. It’s an effective and dynamic venue as opposed to static billboards and posters.

While the term "digital signage" encompasses several applications and technologies, it generally refers to computer controlled signs. Digital signs range from standalone players to complex networks of content authoring computers, servers, media players, and displays all tied together with an Off-the-Shelf Digital Signage Software Suite. Digital signs can be updated using digital signage scheduling software to "push" new content without the expense of changing a physical sign. This makes changing content quick and cost-effective.

Digital Signage Content

Digital signs can attract far more attention than traditional signs, because digital hardware can display all types of media in any time increment, for example 10 to 30 second “spots” which rotate in a play-loop of 3 to 30 minutes. Content is constantly changing and can include full motion video, high definition video, live video, animations, photo-realistic graphics, HTML or Flash content, static or scrolling text, and live text feeds. Just as important, digital signage software helps keep content fresh with its ability to schedule and distribute updates to hundreds or even thousands of displays simultaneously, around a local network or, via the Internet, around the world!

With digital signage, you’re empowered with complete creative control. Change your messages from one central location and distribute updates to hundreds, or even thousands of displays automatically any time of the day or week through set schedules or software triggers. You also have the flexibility of programming content to be played on multiple players, or programming each player to play content that is unique to that location or target audience.

You also have the incredible power to tap into data captured by external sources like point of sale systems, sensors, existing data sources like spreadsheets and SQL databases, social media platforms, and many other sources. Data can be shown on screens or used to trigger the type of content displayed on screens.

Digital Signage Software Solutions

Many people think that digital signage is as simple as setting up a PC with software like PowerPoint and running a presentation to display on a LED panel. Though there’s some truth to this it’s a very simplistic and cumbersome method especially if you want to instantly or automatically update your content, or add additional LED panels at multiple locations. There are many advantages to using software designed specifically for digital signage:

• A wide range of content types including video, graphics, flash, text, websites and many others.
• Instant updates at the click of a button.
• Specific content directed at specific LED panels.
• Retrieving data from various existing data sources or new data sources created for the digital signage network.
• Scheduling content for time of day, week, month or year.
• Using touchscreen interaction to immerse the viewer.
• Connecting to emergency systems to display information and directional information.
• Monitoring the network to ensure computers and LED panels are functioning.

With digital signage, you’re empowered with complete creative control. Change your messages from one central location and distribute updates to hundreds, or even thousands of displays automatically any time of the day or week through set schedules or software triggers. You also have the flexibility of programming content to be played on multiple players, or programming each player to play content that is unique to that location or target audience.

You also have the incredible power to tap into data captured by external sources like point of sale systems, sensors, existing data sources like spreadsheets and SQL databases, social media platforms, and many other sources. Data can be shown on screens or used to trigger the type of content displayed on screens.

Digital Signage Uses

Digital signs are typically used to advertise, educate, and update. They can be found in retail, corporate communications, education, and government. But the reach of digital signage also goes into movie theatres, museums, financial institutions, transportation hubs, restaurants, casinos, hotels, sports bars, anywhere people gather.

Digital signage is used for many different purposes and there’s 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, and more.
• Advertising – either related to the signage location or just using the audience reach of the content for general advertising.
• Brand building – in-store digital signage to promote the brand and build a brand identity.
• Influencing customer behaviour – 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 restaurants, bank lines, shopping checkouts, and many others.
• Enhancing the environment – with interactive LED panels (mounted to the floor for example) or with dynamic wayfinding.

Retail

Screens and video walls in retail locations, both in stores and in shopping malls, are a great way to build brand loyalty and promote products. Many digital signage networks also have mobile capabilities, extending the shopping experience once the client leaves the store. Using Intelligent Digital Signage data stored in a Point of Sale (POS) system can be utilized to track inventory to promote overstocked and popular items, cross sell products, reflect updated sales items and many others. Intelligent content can reflect regional store locations to display items based on local weather or local tastes. Using Radio Frequency Identification (RFID) techology content can change based on a product a customer has already selected for purchase.

Cinema

Digital signage networks are used in cinemas to augment the moviegoer experience from the box office to closing credits. To entertain and inform customers, content is displayed on ticket booths, menu boards and lobby screens. The network can also be used to schedule pre-movie entertainment, movie previews and the feature film in each theater.

Public Venues

More and more, digital screens are found in museums, galleries, aquariums, stadiums, arenas, and other public venues. Every aspect of digital signage technology can be utilized in these environments with all hardware and content managed from a central location. Digital signage informs, entertains, educates, and generates reveue from advertising. Venues typically use Event Management Systems to capture event data which can be used to promote upcoming events and Point of Sale (POS) systems to sell tickets, food & beverage, and merchandise. Interactive kiosks and touchsceens help users purchase tickets, guide their experience, and find directions. Public venues also utilize outdoor video walls and screens for promotion and advertising.

Transportation

Airports, train station, bus terminals, and transit systems can use Intelligent Digital Signage to help guide passengers to their destination. Users can purchase tickets, screens inform of arrival and departure times, delays, emergencies, outages, maintenance, and wayfinding. Screens are not limited to just a hub or station, digital signage can be integrated into rail cars and buses to keep passengers up to date during their commute. In each case the entire system can be utilized to generate revenue through advertising.

Food & Beverage

Digital menu boards have been growing in popularity, particularly in franchise and chain restaurants. Unlike static menujs, digital menu boards are easily updated to display breakfast/lunch menus, daily specials and time-restricted promotions. They are also a great medium to upsell items, using dynamic imagery to further entice customers. Changes to a central Point of Sale (POS) system are quickly updated on all screens regardless of location. A key to menu boards is availability; using Intelligent Digital Signage a group of screens can be updated quickly in the event of a screen or media player failure to ensure all menu items are available at all times.

Government

Government locations are excellent spaces to inform and educate an audience or allow users to interact to print off forms or information, or locate departments. Many civic governments have recreation centres and food & beverage locations where information and menus can be used.

Corporate

With Corporate signage the target audience is not the general public, but employees of a business. Staff-facing screens can inform about call statistics in a call centre, sales targets in a business or provide relevant news information in a lunchroom or break room.

Financial

Financial institutions often have a captive audience waiting for teller services. Finacial product information, foreign exchange rates, in-branch financial experts, local community news, and even live television can inform and enterain customers.

Education

Digital signage allows schools and campuses to easily introduce an agile digital messaging strategy to capture the attention of staqff, students and visitors who are constantly connected to and respond to digital communication. Switching to digital signage and introducing innovative digital solutions such as wayfinding kiosks and mobile apps all help deliver a high-quality educational experience throughout campus and classrooms.

With a stable digital signage platform that is flexible and easy to use, campus administrators can empower individual students, staff, departments and student organizations to easily contribute to and collaborate on a campus-wide communications network. Instant updates ensure that time-sensitive information such as emergency messaging, class and scheduling changes and even live news updates are reaching your audience. The digital strategy can be extended into fitness center displays, digital menu boards in the cafeteria and individual classrooms to ensure everyone on campus is fully connected all the time.