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Digital Signage

What is Digital Signage?

Digital signage is the display of multimedia content on electronically controlled displays.

Digital signage has a number of benefits over traditional static signs. These benefits include:

  • The signage can be updated on the fly through a digital signage network, which means you won’t have to interact with the signs physically;
  • Unlike the content on static signs, the multimedia dimension offered by digital signage makes content more engaging, informative and eye-catching;
  • Digital signage can be interactive through technologies such as touch screens;
  • Digital signage has been shown in a number of studies to offer a better ROI.

Digital Signage Networks

Digital signage networks are used to deliver targeted promotional and informative content to a largely captive audience. This includes people waiting for service at banks, restaurants or government facilities.

The network can be a combination of interactive kiosk-like devices and standard broadcast and narrow-cast displays.

The graphic below represents the Mediacaster infrastructure in a typical digital signage network:

Digital Signage Content

There is a great deal of content you can add to a digital display – such as the following elements:

  • Images, video clips, flash movies and applications;
  • RSS feeds and dynamic tickers/crawls;
  • PowerPoint files;
  • Website URLs;
  • Live video capture (DVD, Web cams, CCTV etc.);
  • Live analogue and digital television;
  • XML, text files and ODBC data text feeds.

A typical digital display is broken down into a number of different zones. This is illustrated below, where we can clearly see a potential layout for a typical display:

Zone 1 can be used for video, Zone 2 for still images and Zone 3 for a text ticker. This simple layout combines the impact of full-motion video and sound, single or rotating branded images as well as information- rich message loops in a single footprint. This, plus the ability to change all content easily and quickly across a digital network makes the power of digital signage become apparent.

Digital signage is used for many different purposes and there is no definitive list. Most uses fall into the following broad categories:

  1. Advertise: Sell digital screen time to third-party advertisers.
  2. Market: In-store promotions and product cross-selling and up-selling.
  3. Educate: Distributed training and education for institutions and organizations.
  4. Entertain: Reduce boredom at in-store queuing points.
  5. Inform: Broadcast up-to-date news, events calendars and location sensitive information to highly targeted audiences.
  6. Alert: Send emergency messages to those people who need it most.

 

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