What is Digital Signage? Put simply it is a method delivering digital information also known as digital content via a series of electronic displays, these can be desktop monitors through to large outdoor LED displays and everything in between. Digital Signage is increasing as peoples demand for up to the minute information grows; it can be found in business, education, public sector, health, manufacturing and defence. It is a communications medium which is gradually replacing certain aspects of traditional print or complimenting it. As a marketing tool digital signage has many advantages over traditional print by reducing cost, reducing lead time to market and also providing a more environmentally positive approach by not using paper and inks, although people would argue that as the displays are electronic they will be consuming power, but with careful planning of your digital signage network and selecting products such as LED displays you can make the environmental impact as small as possible. From an advertising perspective Digital Signage has many advantages over a traditional print campaign; you can change the content in response to consumer feedback with just the click of a button and with some systems, cameras embedded into display screens can identify the demographics of your audience and adjust the content accordingly, so you can then dynamically target your consumers with your product offering, you can also add in touch screen systems that will engage your customers. In situations where it is less about selling a service or product, digital signage become much more of a communications processes to internal customers such as staff or external customers, such as those that are sat in the reception of a business who can be informed more about the company they are visiting, advised of emergency procedures and welcomed to site. For internal customers such as staff or pupils digital signage becomes a very effective method of keeping people informed of the latest production processes, events and activities within the organisation, again elements such as cameras or touch technology can be integrated to create a dynamic, engaging and entertaining digital signage network.
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