What is Digital Signage?
This term means the use of digital media content within advertisement and information systems such as electronic posters, electronic traffic signs, Instore Marketing, digital door plates or large screen projection. Advertisement is shown as ticker or digital poster. At stations or airports the electronic announcement of departures and arrivals has been used for quite a long time. In underground stations advertisement can be shown target group appropriate dependent on the time. In hotels and supermarkets more and more Digital Signage is being used.
What is the advantage?
The most important advantage of Digital Signage is that you can save many costs. Using conventional Paper Signage there are costs with each change of content because the poster has to be renewed. Using Digital Signage the changed contents can be used practically without any costs electronical. Furthermore the actuality of the contents is another argument. Contents can be changed very fast which enables you to react to different customers and show different things in the morning than in the evening.
The content has to be changed editorial in most of the cases. People often use agencies who prepare content. You can also use Content-Management-systems which enables employees to edit the contents themselves. In general it is very important to adapt the content to the media which is used. Digital edited media content such as video clips, pictures, texts, sounds, presentations, TV etc. is then played at the Point of Sale (POS) or Point of Information (POI). The central administration as well as the transfer to the point of the content management can be done with the provided software. Digital contents are shared to client PCs trough a TCP/IP-connection.