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What is Digital Signage?

Digital Signage Content

Table of Contents

‘Digital signage is a sub-segment of electronic signage. Digital displays use technologies such as LCD, LED, projection, and e-paper to display digital images, videos, web pages, weather data, restaurant menus, or text. They can be found in public spaces, transportation systems, museums, stadiums, retail stores, hotels, restaurants, and corporate buildings, etc., to provide wayfinding, exhibitions, marketing, and outdoor advertising. They are used as a network of electronic displays that are centrally managed and individually addressable for the display of text, animated or video messages for advertising, information, entertainment, and merchandising to targeted audiences.’ Source: Wikipedia.

So what is Digital Signage?

What Are the components of Digital Signage

Digital signage consists of three key components:

  • Hardware The physical components: screens (digital displays), mounts, payment devices, printers, cameras, media players (if necessary), etc.
  • Software The digital infrastructure enabling the creation, deployment, management, and analysis of content deployed on the hardware.
  • Content Exists in the form of audio, video, image, Visual Stories, graphics, text, and more, assembled to tell different stories for different purposes.

Let’s break these three parts down.

What is Digital Signage Hardware?

The basic and most important part of Digital Signage hardware is the digital displays, Hosda is one of the Manufacturers in China. It is often appeared in follwing ways:

  • Video Display Screens The most common digital signs are video screens that display information through custom text, videos, animations, and graphics.
  • Interactive Digital Signs With interactive digital signage, customers don’t just watch the screen; they engage with it. The sign acts as a customer touchpoint and allows visitors to choose options, enter information, and control content.
  • Wayfinding Boards While static maps don’t offer customization or real-time updates, digital wayfinding boards provide custom directions for visitors and offer business owners the ability to revise and alter information at any time.
  • Digital Menu Boards It’s not uncommon for restaurants to regularly change and revise their menus. With digital menu boards, restaurant owners can quickly make changes to their menus, all while displaying enticing visuals of food to their customers.

What is Digital Signage Software?

Digital signage software is the core platform for creating, deploying and managing dynamic content on digital signage. With features like content application and content scheduling, it’s easy to present relevant content to your audience.

If you’ve ever Googled “digital signage software” and followed the myriad of products offered by those myriad of vendors, you may feel as if they all seem to be talking about the same thing. To be honest, it’s not easy to give an overall definition of digital signage software, as many software options offer varying degrees of functionality and are therefore suitable for different purposes.

However, we can compromise by describing what an ideal digital signage software solution looks like. It should make it easy for its users to create digital signage experiences with options that combine interactivity, integration of hardware and third-party services, and data collection and analysis. It should offer complete freedom of choice in multimedia formats and allow for any design, layout or storyboard. It should facilitate collaboration and remote deployment.

Broadly speaking, digital signage software consists of four main functions.

  • Content Creation
  • Content Management and Distribution
  • Device/Player Management
  • Performance Measurement
Digital Signage Software

What is Digital Signage Content?

The simple concept of content is anything that is displayed on a screen, including text, images, animation, video and audio. However, “content” can also refer to the collective result of combining multiple media to tell a story. Here it is the overall experience for the target audience. Content is what makes a visitor or passerby stop, captures their engagement through interaction, and gathers information for business insights. This content can even be personalized in real time through integration with back office systems.

List the most common examples of digital signage based on usage:

  • Public – location-specific information (news, weather, traffic, etc.), maps, wayfinding
  • Corporate – knowledge sharing, meeting room booking, meeting coordination, training
  • Sales – product/service portfolios, whiteboarding, demonstrations
  • Tourism – wayfinding, points of interest, city information
  • Retail – self check-out, endless aisle, product showcase, smart mirror
  • Restaurants – self-service, digital menu board, self-ordering kiosk
  • Marketing – promotions, ambiance, gamification
  • Museums – gallery, wayfinding, digital tours
  • Education – classroom teaching, wayfinding, library exhibitions
  • Exhibit & Tradeshow – interactive product/service catalogs, visitor registration, networking
Digital Signage Content

What Are the Benefits of Digital Signage?

The benefits of digital signage are also vast and varied. Depending on the way you choose to use signage, you can achieve one or more of the following benefits.

  • Reduce Perceived Wait Time: When signs are placed in customer waiting areas, it provides entertainment and reduces perceived wait times.
  • Improved Communication with Customers and Employees: People absorb and remember information provided through visuals better than information delivered through text alone. Using digital media methods to convey important information can help customers and employees remember information longer.
  • Increased Revenue: Sharing promotions and specials, highlighting products and services, and using extra signage space to display ads from non-competing businesses are all ways that digital signage can increase revenue for your business.
  • Easy Content Modifications and Revisions: For businesses that change services or update their menus on a regular basis, digital signage provides an affordable and simple way to update information instantly. This saves the cost of constantly ordering new signs.
  • Impressive Modern Appearance:  Businesses need to continually evolve to keep up with or supersede their competitors. With digital signage in a business, you put a modern foot forward and show customers that you care about keeping up with the latest technology and providing the best tools to serve them.

Where is Digital Signage used?

Digital signs can be used at all possible customer touchpoints within a business. Those touchpoints will vary with each business, but they usually include the following locations.

  • Government: For Public service announcements, Community event bulletin boards and Emergency notification
  • Hospitality & Entertainment: For Lobby signage & wayfinding, Meeting announcements and In-room”barker”TV channels
  • Healthcare: For Product/service advertisements, Public health advisories and In-room”barker” TV channels
  • Travel & Transportation: For Departure | arrival information, Place/destination-based advertising and In-vehicle advertising and information
  • Corporate/Internal Employee Communications: For Upcoming events bulletin board, Public safety information, Internal | sales goals success tracking and Corporate/safety training
  • Retail: For Complement POP displays (integrated end caps,free-standing displays, shelf-edge), Advertise products sold in-store[wall- and ceiling-mounted displays), Improve in-store environment/aesthetics (branded content,entertainment. checkout channels) and Back-room sales training
  • Restaurants & Bars: For Quickly change menu items with digital menu boards, Use promo | specials boards to drive up-sell and add-on item sales and Display live TV,trivia and gaming content
  • Education: For Display current events.photos,local news and weather, Inform staff and students about upcoming events,assemblies and awards ceremonies and Deliver emergency alerts and public safety information
  • Banks & Credit Unions: For Inform customers about loans,investment accounts,and other banking products, Show news updates or live TV to reduce perceived waiting times and Display current rate information
Where Is Digital Signage Used Airport Signage
Jenny Zhang

Jenny Zhang

Hello, I'm Jenny Zhang, the author of this article. I've been doing overseas marketing for almost 10 years. In the constant communication and cooperation with customers all over the world, I find that there are almost no high-quality English resources about digital signage suppliers in China as well as the industry and products on the Internet. Knowing the painful struggle that sellers have to go through in purchasing, I created this blog page and wrote this article to share what I know with you.

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