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  • Nikki Ault

Digital Signage 101

Updated: Oct 28, 2019

Before we get into the how’s and why’s of digital signage, perhaps it would be good to define what, exactly, digital signage is. Sound good? Well, we can’t tell you that.


There is no exact, carved in concrete definition. Basically it is any form of communicating your business does using a dynamic (moving) messaging device instead of static (unmoving, like print ads or brochures) messaging, or advertising.


Permanently Changing Advertising


With displays becoming so affordable, not to mention thin, light-weight, able to “talk” with computer networks to instantly bring up new content, these new digital boards have changed the face of marketing/advertising.


Magna Global issued a report in June of 2014 that said, in part, that digital media advertising revenue grew by 17% in 2013 to $43 billion. Yes, that’s a “b” in that amount.


However, digital signs are much more than just moving advertisements. Because, ALL data stored or generated by a computer is digital. So, any media including TV network news, videos, music and more can be stored to be brought up later or streamed right now. This media is then played through a computer network.

Discover the "Why" of Digital Signage from Lyle Bunn - one of the industry's foremost experts

The Features of Digital Signage 101


That network can be used to provide information in the form of video or looping messages in retail shops, on lobby welcome screens, in banks to display branding and product information, in airport and bus terminals, casinos, doctor’s offices and waiting rooms, schools, corporate campuses, and so many more locations.


A digital signage network has some very unique features. These features work to the advantage of the user in a number of ways.


Since the location of a display will be known the content can be appropriate to that location.

The time of any given event or function is known. Since the signage network manager controls the display, the content can be scheduled for a specific time or date. For example, a hotel is hosting a business meeting Saturday morning and a wedding Saturday night.


Current weather conditions, concerts, information related to time and place can be known, allowing the digital network manager the creative freedom in how and when such information will be shown.


With time and place being known, digital signage content can be very specific for an audience at any given moment.


Compared to the creation, distribution process and printing for other forms of display or advertising, digital signage networks are less costly. Content can be tailored almost at a moments notice to each display device separately, allowing for more customization of each display. And, a dynamic medium allows for animation and interaction.


Perhaps the most important thing to remember about digital signage is its purpose. It is trying to communicate something to everyone who sees it; to educate, sell a product or convey an idea.

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