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Digital Signage Solution

Everything about Digital Signage Solutions

     

What is digital signage solution?

A digital signage solution is comprised of multiple components from hardware to software and these all work together to deliver the best performance out of a digital sign. Typically, displayed content on a screen falls into three categories: video/entertainment, directional/informational and audio/visual. These three uses can — and often do — overlap, and are the most common ways that companies and organizations leverage digital signage in their everyday operations.

What types of digital signage solutions are available

Some examples of how digital signage is used today include the following:

  • In retail: communicating in-store specials, direct customers to desired parts of the store, manage traffic, and convey a brand message.
  • In banks: information about interest rates and product information, as well as lifestyle messages and branding.
  • In airports and bus stations, information about arrival and departure times, as well as advertisements from shops and restaurants.
  • In entertainment venues: creating an enhanced customer experience that is consistent with the ambience and atmosphere.
  • In DOOH: with digital out-of-home advertising, advertisers can create attractive, attention grabbing, targeted content.
  • Businesses: other businesses such as beauty salons and dental offices use digital signage to display content such as news broadcasts, weather updates, and even television programs to help customers who are waiting to receive a service to pass the time.

Components of a digital signage solution

  • The components that typically go into a digital signage solution are the following:
  • Display (HD digital screen)
  • Digital signage content management system (CMS)
  • Digital signage media player
  • Content (video, graphics, web feeds and more)
  • Network (LAN and/ or WAN, wired or wireless)
  • Analytics software

How does digital signage work?

A digital signage system works by delivering and displaying content such as digital images, video, streaming media and information. The displayed content files and the schedule information are edited at the management terminal. The data is stored in the distribution server and distributed to the signage terminals. Each signage terminal reproduces the contents according to the schedule specified for it and uploads the display results to the distribution server.

Digital signage is accessible in two ways: cloud-based and premise-based.
Cloud-based digital signage solutions are accessible via the internet and the content exists on a server that is in the cloud. The benefit of a cloud-based solution is that content can be uploaded and edited anytime and anywhere.

Premise-based digital signage solutions, on the other hand, are hosted. The content and software are contained in a server hosted by the company. This allows for total system control.

Why use digital signage

For businesses and marketers looking to effectively reach target audiences, digital signage brings forth a world of opportunity. What makes it unique and valuable is the following:

Place is known:
Since the location, where the digital screen is placed, is known, this information can be used to make the displayed content more fitting to the environment. For example, if a display is near a particular product, the content could promote the following:
product and its benefits
create an appropriate mind set (ambiance, reminder)
promote a complimentary product or service

Time is known:
Content displayed on a digital signage network is controlled by a content management system. Therefore, the content is “served” as a function of time of day. At an airport for example, content aimed at business travelers could be shown on Monday mornings and family-aimed content could be shown on Friday afternoons.

Events are known:
Because time and place are known, information related to these two factors can be displayed on the screens. Examples of this information include: current weather conditions, traffic flow or update, and specific event information such as concert details, flight delay information, etc.

Audience is known:
Because the time and place are known, audience demographic and psychographic information can be well specified. This allows for highly relevant “narrowcasting” that should speak directly to the audience at that moment.

Content is dynamic:
Dynamic digital content has numerous advantages over other forms of advertising. Compared to print, the content creation/distribution process is more rapid and less costly. Also, the content can be customized and tailored “on the fly” to each display device separately. Finally, the medium allows for animation and, in the case of kiosks, interactive opportunities.

Here are other articles that you might find interesting:
What is narrowcasting
Programmatic Digital Advertising
Analytics Software