Digital Signage

Digital Signage – What Is It?

Digital signage is a form of advertising that is done with the help of electronic graphics displayed on various kinds of screens and are remotely accessed by a computer. These screens can be put up at various places, but they are always centrally connected to a main computer, which feeds the screens with the information that is shown on them. The matter shown on the digital signage devices could be either messages containing text and images or they could be prerecorded videos.

The display devices used for digital signage could be of various kinds. Commonly, LCD and plasma screens are used. But in some places, LED screens, projection screens, electronic billboards, etc. can also be used.

In this manner, digital signage can be considered as a medium of public advertising in the broadcasting genre. The display screens can be put up in either closed environments such as shopping malls or multiplexes or even put up on the roads and subways.

Digital Signage – What Are The Purposes?

The main purpose of digital signage is advertising. They are used to display both in-house as well as sponsored messages on them in a bid to advertise their products. People who see the jazzy graphics that are commonly used on these display screens are often quite enchanted by them, and gain a curiosity about the product. As a means of advertisement, this method works better than static billboards, because the moving messages can cause more intrigue factor about the product, and can also provide more information targeted for the potential customer.

But today, there are many other ways in which digital signage is being used. Giving instructions or information in public areas is a very significant use. In airports, for example, information about flights can be provided through these displays. Similarly, they can be used over queuing counters informing people about the status of the booking. In places like the Stock Exchange, signage boards can be used to indicate the exchange rates, among other things.

Sometimes, digital signage is also used for merely improving the overall presentation of an area or to provide some kind of value added services to people. We find good examples of these in shopping malls and multiplexes, where many digital signage screens are present just for adding to the overall appeal of the place. In a CD shop, for example, a signage board might simply ramble on entertainment related topics, without actually promoting anything. The self-help digital kiosks in public places are examples of value added services that this medium can provide, though these are actually more than just digital signage devices.

Digital Signage – Modern Pursuits

In the seventies, when digital signage was first introduced, only a few select stores had this medium, and then too, it was only for in-house presentations. They were first introduced in shops selling electronic equipment, but were later lapped up by malls for their appeal and functionality. Both Wal-Mart and Best Buy are among the earliest installers of digital signage methods in their stores, and even using them to the hilt. They used – and still use – relentless outputs on the display screens to make people aware of offers on the products they sold. This led to an increase in sales, because people who had not initially buy the product also wanted to buy them after reading about the offers on the digital screens. Taking this example, within the next ten years almost every major establishment round the world starting installing these systems.

One of the main reasons why digital signage has become so very popular in today's times is the lowering costs of the display screens. Once LCD and plasma both were just an aristocratic luxury, but now their diminishing prices have brought them more within reach of small-time business owners. That explains why even small stores have digital signage today. Also, the introduction of extremely fast-speed Internet connectivity, such as the broadband connections has made it quite practicable to operate digital signage screens from a distance and make them more meaningful to the watchers.