Digital Signage

Introduction

AKA Retail TV, Electronic Billboards, Dynamic Digital Signs, Digital Media Networks.

Digital signage is a form of out-of-home advertising in which content and messages displayed on an electronic screen, or digital sign, can be changed without modification to the physical sign, typically with the goal of delivering targeted messages to specific locations at specific times. Digital signs may be scrolling message boards, LCD or plasma display panels, electronic billboards, projection screen | projection screens, or other emerging display types like living surfaces or Organic LED screens (OLEDs) that can be controlled electronically using a computer or other devices, allowing individuals or groups to remotely change and control their content (usually via the Internet). [1]

Uses

1. Advertising Related to the Location to Uplift Sales: Examples include in-store promotions in a retail establishment.
1.1 Retail
1.2 Airports

2. Advertising by Third Parties: "Digital Advertising Companies" that sell advertising space to local merchants/service providers, media resellers and national advertisers.
2.1 caffes
2.2 pubs
2.3 clubs
2.4 hair saloons
2.5 gas stations: Successful model: mix of news, entertainment, forecasts, brand advertising

3. Enhanced Customer Experience: Examples include digital signage in restaurant waiting areas to reduce perceived wait-time and recipe demonstrations in food stores
3.1 restaurants

4. Influencing Customer Behavior: Examples include post office digital signage that directs patrons waiting in line to automated stamp machines and retail digital signage designed to direct customers to different areas of the store, increasing the time spent on the store premises (dwell time)

5. Brand Building: Examples include Niketown stores where digital signage in video form is used as a part of the store d├ęcor to build a story around the brand
5.1 Well known brands: Nike, adidas
5.2 Display posters of brands or events in public places. Successful model

6. Corporate Communications

Technology

Content scheduling and playback can be controlled by different technologies.

  1. Media players:
Bibliography
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