What is Digital Signage and How Can you use it to Your Advantage?
14.05.2024
The modern world is characterised by a steadily growing digitisation, which influences our daily life and our interactions with the environment in many ways. One of the fascinating developments in the field of digital technology is Digital Signage, a concept that is becoming increasingly relevant for both businesses and the public. But what exactly is behind this term, and how can you use Digital Signage to your advantage?
In this article, we delve into the world of digital advertising displays, explain the basics, and show how you can effectively use this innovative technology in your everyday life or business environment. Discover how screen advertising can help to present information in an exciting and efficient way that attracts attention and enhances the value of your messages.
Table of Contents
Dynamic Content
In contrast to static posters or signs, digital signage content can be updated quickly and easily. This makes it possible to react quickly and flexibly to changes or events and keep the information up to date at all times.
Addressing Specific Target Groups
The target group-specific approach on digital signage displays offers the opportunity to tailor content to your target groups. By individualising the content, suitable content can be presented that arouses the interest of the target group and leads to a higher conversion rate.
Interactivity
Digital signage makes it possible to integrate interactive elements into the content, such as touchscreens or motion sensors. This allows users to actively interact with the information and respond to individual needs.
The Basics and Importance of Digital Signage
Digital Signage refers to the use of digital screens, such as LED displays, monitors or projectors, to display information, advertising or other content. Unlike static posters or signs, Digital Signage allows for flexible and immediate updating of content. This technology can be utilised in various environments, including retail stores, restaurants, airports, educational institutions and businesses.
The significance of Digital Signage lies in its ability to attract attention and present information in an appealing manner. Moving images, animations and interactive elements can engage viewers far more than static signs. This results in better information transmission and a higher likelihood that your message will be noticed.
Types of Digital Signage
It's also important to consider what type of content is displayed: texts, images, videos or even animations are possible. Remote device management typically requires an internet connection (wired or wireless) and a suitable application. Through the cloud, the devices can be managed or supplied with content from almost any browser-enabled device remotely.
The main arguments for digital signage systems are cost savings and flexibility.
The following components are needed for your digital signage display:
Areas of Application for Digital Signagee
Digital Signage is increasingly being used in public spaces. Advertisements and information are displayed on digital posters. At train stations and airports, the electronic display of arrival and departure times, delays etc. has long been indispensable. In addition, they are now being used more and more in hotels, wholesale markets and shops. In the corporate sector, it is increasingly used for self-marketing or for production information in factory halls.
Publishers also use Digital Signage to provide information and advertising at heavily frequented locations (shopping centres, gyms, banks). It proves particularly advantageous that content can be adapted to the target group. The combination of event notices, local weather information and news increases customer attention more than purely static advertising displays.
Here you will find application examples according to industry:
Retail
Sales promotion, product information, self-service checkouts and dynamic price displays
Gastronomy
Menu boards, ordering terminal and entertainment for guests
Educational Institutions
Announcements, timetables and interactive learning content
Companies
Employee communication, performance displays and visitor information
Healthcare
Patient education, waiting room entertainment, patient appeals or for crisis communication
Activities and Events
Advertising for upcoming events, sports results or as crowd control
Museums & Cultural Institutions
Information on exhibits, visitor information
Real Estate
For the presentation of property offers, information board for residents
Agency Offices
Registration, processing of citizen services, visitor information or visitor calls
Success Stories and Case Studies
Here are some examples of companies that have successfully used digital signage to achieve their goals:
Retail Window Displays
In retail, for example in well-known shops such as Apple or Nike, displays in shop windows are now a fixed component. Customers here have the opportunity to be inspired by appealingly designed presentations and content.
This helps to attract the attention of passers-by and increase interest in the products shown. The use of modern display technologies promotes the creativity of window dressing.
In addition, it allows the customer to get an impression of the current offers before entering the shop.
Retail Window Displays
In retail, for example in well-known shops such as Apple or Nike, displays in shop windows are now a fixed component. Customers here have the opportunity to be inspired by appealingly designed presentations and content.
This helps to attract the attention of passers-by and increase interest in the products shown. The use of modern display technologies promotes the creativity of window dressing.
In addition, it allows the customer to get an impression of the current offers before entering the shop.
Information Terminals in Malls
Information terminals are nowadays an integral part of shopping centres and malls. Customers here have the opportunity to inform themselves about locations, news and upcoming events through interactive information terminals.
This allows customers to receive the specific information they are looking for, and it enables individual and convenient use of digital services. By providing information terminals, interactivity and flexibility in the shopping experience are promoted, as customers can independently and efficiently retrieve information.
Airport Screens
Airports utilise modern screens to provide passengers with current flight information in real time. These digital displays enhance the orientation and travel planning of passengers.
In addition to flight information, the screens can also display advertisements, offering passengers further information about services available at the airport or external services. This versatile use of screens contributes to the efficiency and information transmission at the airport and allows for a continuous improvement of passenger services as well as an appealing travel experience.
The Advantages of Digital Signage
The main argument for digital signage systems is the cost savings. With conventional signs and posters (paper signage), costs are incurred each time the content is changed, as the sign must be altered or the poster pasted over. With digital signage, the changed content is electronically implemented without additional costs. Purchase costs for the electronic displays vary from manufacturer to manufacturer. Of course, the annual electricity costs should not be forgotten.
Another advantage is that the content can be changed every second. This allows the content to be tailored to the respective target group. Thus, they may look different in the morning, for example, when a stay-at-home spouse goes shopping, than in the evening, when single people are in the same store after working hours. In addition, it is possible to display target group-specific content through facial recognition. Compared to poster advertising, the advantage here is that the displays can be constantly improved and made more cost-effective.
Advantages for Companies
How You can use Digital Signage Effectively
Increased Awareness: Moving images attract attention and are more memorable
Quick Updating: Content can be updated in real time to provide relevant information
Cost Savings: In the long term, you can reduce costs for printing and distributing printed materials
Targeted Communication: You can adapt and personalise content to your target group
Clear Message: Make sure your message is clear and concise
Attractive Design: Use appealing graphics and animations
Content Maintenance: Keep your content up-to-date and relevant
Audience Analysis: Understand your audience to deliver appropriate content
Advantages for Companies
Increased Awareness: Moving images attract attention and are more memorable
Quick Updating: Content can be updated in real time to provide relevant information
Cost Savings: In the long term, you can reduce costs for printing and distributing printed materials
Targeted Communication: You can adapt and personalise content to your target group
How You can use Digital Signage Effectively
Clear Message: Make sure your message is clear and concise
Attractive Design: Use appealing graphics and animations
Content Maintenance: Keep your content up-to-date and relevant
Audience Analysis: Understand your audience to deliver appropriate content
Conclusion: Your Path to a Compelling Digital Signage Experience
Digital Signage is more than just a screen - it's an incredibly versatile and effective technology for communication and for increasing brand awareness. Whether it's in public transport, retail stores, businesses or educational institutions, by understanding the basics, applying best practices and learning from successful case studies, you can utilise Digital Signage to your advantage. It allows you to present messages in a way that grabs attention and leaves a lasting impression.
The future of digital signage promises even more exciting developments, including AI-driven content, augmented reality integration and increased interactivity. This technology will continue to change our understanding of information delivery and marketing.
The future of digital signage promises even more exciting developments, including AI-driven content, augmented reality integration and increased interactivity. This technology will continue to change our understanding of information delivery and marketing.
Frequently Asked Questions at a Glance
It is also used in companies for internal communication, employee information, welcoming visitors and product presentations. Digital signage enables companies to update dynamic content quickly and communicate it to their target group in a targeted manner.