Digital signage is an electronic form of signage used in marketing, exhibitions and public installations. Digital signs are often designed by environmental graphic designers.
The medium typically makes use of LED, LCD and Projection technology to present video, digital images and information in an electronic manner. Digital signs are commonly found in public spaces, sports stadiums, hotels, retail stores, corporate buildings and at transportation hubs.
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Digital signs are easy to control through advanced technologies like digital media distribution systems and content management systems. While traditional signs must be taken down by a crew of workers and painstakingly replaced, digital signs can be operated by media hosts through computers and servers. Since the signage content can be updated in a moment’s notice, many marketers and corporations favor them over traditional signs.
The Interactive Component
Some digital signage offers interactive abilities with the use of interfaces like embedded touch screens. Onlookers can actually interact with the digital screen by pressing their fingers against images presented on the sign and proceeding through various menus, icons and other visual cues that lead to the presentation of information.
Other digital signage makes use of image capture devices and movement detection that create a form of artificial intelligence. These technologies allow the digital sign to comprehend the user’s intent to allow for meaningful interactions that benefit the user. Since these technologies are so advanced and quite helpful for those who seek information, digital signage is quickly replacing static signage.
One of the most common uses for digital signage is outdoor advertising. Marketers make use of these signs to display video content and messages to advertise company products or services. They are strategically placed at busy areas where either a significant number of people or a target demographic will see them. The medium is quite convenient as it allows for distinct ads to be run at specific times of the day.
Digital signage is also used to provide the public with important information. Transportation centers make use of this technology to display bus, train and flight information. Sports stadiums use these signs to provide fans with information about the event, the stadium and sponsors.
Corporations often station digital signage at their locations to either allow customers to learn more about their products or services or to gather information about something of importance. For example, a hotel might use an interactive digital sign in its lobby that guests can navigate to learn more about the city’s attractions.
One of the key advantages of digital signage is that it can be remote controlled from a location far away. The distribution and playback of content at multiple locations can be controlled from a network operator miles away. This technology empowers one to control all of the information presented including advertising, menus, cable communications, cheap cat5 cable, travel updates and much more.
Why It Works
While digital signage offers unparalleled flexibility for those in control of content, it has rapidly grown in popularity because of its impact on audiences. It promotes products and services in a manner that inspires purchases. Digital signage makes a significant visual impact compared to static signs. Many digital signs are placed in areas where products are displayed. This allows marketers to customize content to appeal to a target demographic at a specific location.
Aside from the interactive element mentioned above, digital signage content can be instantly changed to persuade an audience of a product’s merits. In a nutshell, digital signage is a flexible medium that empowers organizations to present information in a dynamic manner.
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