Digital signage refers to a variety of technologies used to replace traditional retail signs. Instead of static print signs and billboards, digital signage is composed of electronic signs dispersing content and messages in the most targeted, interactive way.
Importance of Digital Signage is growing day by day. A shift from paper based bulletins to high valued additional information of images and moving pictures, in clearly seen in the corporate environments. In government facilities (schools or exhibition halls), increased use of electronic bulletin boards relay desired on-the-spot information to customers. There is increased need for the presentation of informative media to attract potential customers in commercial businesses and new business models brought on by the popularization of networking.
The human eye is drawn to dynamic movements and so advertisers are now putting their visual campaigns on plasma or LCD screens in public places. This works very effectively in retail stores, hotels, university campuses, schools, transit stations, food courts etc. Retail Digital Signage messages of advertised brands produced a weighted average increase of 22% in volume and 24% in sales, 59% of shoppers recall seeing the digital signs. Digital Signage can substantially influence behaviour of the target audience and is an extremely effective medium for communicating information.
Stages of a Digital Signage program includes Content Preparation and Schedule setting followed by Distribution and finally displaying it on the final Visual medium, via a LCD Panel or Projector.
Applications of Digital Signage:
· Public information - news, weather and local (location specific) information, such as fire exits and traveller information
· Internal information - corporate messages, health & safety, news, etc.
· Menu Information – pricing, photos, ingredients and other food information including nutritional facts
· Advertising – either related to the location the signage is in or just using the audience reach of the screens for general advertising
· Brand building – in-store digital signage to promote the brand and build a brand identity
· Enhancing customer experience – applications include the reduction of perceived wait time in restaurant waiting areas, bank queues, etc., as well as recipe demonstrations in food stores
· Enhancing the environment –with interactive screens (in the floor for example) or with dynamic wayfinding
