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When you stop to think about it, digital signage is one of the most logical business tools a company can deploy. For the first time, businesses are able to have complete control — mastery, even — over all of their media assets, marketing materials and public-facing content. In other words, it gives complete control of the company’s brand to the people who can make the most out of having that control. It is no wonder, then, that digital signage is roaring off in numbers too big to ignore.

Properly integrating digital signage into a business environment gives managers the opportunity to create entirely new work flows, which often are far more efficient than the ones they replace. Since digital signage requires an end-to-end network to reach its potential, it can work alongside other network applications and create possibilities for the sharing of data, reduction of “busy work” and more effortless communication.

What is digital signage? Lets looks at some specific examples of world-class digital signage in action, broken down by vertical.

Digital signage is any form of business communication where a dynamic messaging device is used to take the place of, or supplement, other forms of messaging. Until very recently, this simply wasn’t viable or cost-effective. Screens were too expensive, too big and wore out too quickly. The return wasn’t strong enough.

But the LCD/plasma revolution changed, and is changing, all of that. Screens now are so affordable they can rival the printing costs of static posters over the course of time; they are thin and can hang on a wall (no more CRT units suspended from frightening-looking ceiling mounts); they can communicate with computer networks and fetch new content, eliminating the “sneakernet” days of employees trotting from screen to screen with armloads of VCR tapes.

Some of the ways digital signage is used today include:

• In retail, communicating with customers about in-store specials, directing customers to other parts of the store, managing traffic and hotspots, and conveying brand messages

• In banks, displaying interest rates and product information, as well as lifestyle messages and branding.

• In airports and bus stations, keeping travelers up-to-date on arrival and departure times while providing an advertising vehicle for shops and restaurants

• In casinos and entertainment venues, creating a customer experience that is consistent with the ambiance and atmosphere of excitement

• In doctors’ offices and waiting rooms, providing entertainment to bored patients while giving an ad vehicle to pharmaceutical companies and other providers

• In schools and on corporate campuses, facilitating a level of communication between parties that would have been unthinkable just a few years ago

And the list goes on. Virtually any place that has printed signage — bus shelters and payphone booths, shopping malls, the tops of gas pumps — has the potential to improve its worth with an upgrade to digital, dynamic messaging.

The unique features of digital signage networks

The Place is known.
Because the location of any display will be known, this information can be used to make the content more appropriate to the place. If a display is near one particular product, the content on the display can be crafted strategically with this in mind. For example, the content could promote that product or its benefits, create an appropriate mind set (ambiance, reminder) or promote a complementary product or service available elsewhere. Another aspect of “place” that is quite relevant is the fact that often a display is near the point of purchase. A great deal of research has shown that advertisements near the point of purchase are far more effective. Although the size of this effect and the explanation for why it happens are both controversial, it is clear that point-of-purchase information has a massive impact on behavior.

The Time is known.
Because a digital signage network is controlled by a networked content manager, content is “served” as a function of time of day. For example, content aimed at business travelers might be shown at an airport on Monday mornings and family-aimed content might be shown Friday afternoons. Events are known. Information related to the fusion of time and place also can be known. For example,current weather conditions can be known. The traffic flow can be known. The specifics of an event can be known (concert, sale, flight delay). Such information— and its use — is limited only by the creativity of the digital signage network designers.

Audience is known.
Because 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.

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