What is Digital Signage? – Dynamic Digital Signage is a term used to describe the display of up to the minute information on electronic devices such as computer monitors, commercial LCD panels, and interactive touchscreens. Other terms such as narrowcasting, electronic billboards, digital messaging and place-based media are also used to describe this communication tool.  Information can be common or unique among any number of display devices and information from multiple sources can be displayed simultaneously. In-store signage networks may also be connected to Point-of-Sale systems, and can be tied into add-on promotions, accessory purchases and special announcements and timely research data.



What type of PC equipment is required?

No special PC hardware is required and information is assembled using a standard Windows® based computer and transmitted across a network to a Media Player or PC near or inside the display device(s). This local computer will display the content on one or more screens as scheduled or based on an event or content management trigger. Entire networks of displays can be managed from a single command- point. The system can support any number of displays and scale as the local or wide-area network grows. Redundant operation, hardware monitoring, content monitoring and feedback to a central management point are easy to provide through digital signage software.  The content management software can reside on local PCs or be connected and managed through web-based Software-as-a-Service (SAAS) solution-providers.



Figure 1 Technology Adoption Life Cycle


Digital Signage is Crossing the Chasm to new market heights!



Why is the Digital Signage market growing?
Digital Signage is experiencing exponential growth and  has become a popular promotional and advertising technology for end-users to implement for a variety of reasons.  Most critically, digital signage can improve the customer experience for every business and gives them the most relevant and targeted messages at the most appropriate time.  Digital signs also offer a more welcoming and interesting  environment directly to the consumer.  Many businesses have reported significant sales increases due to Digital Signage.  According to a recent Arbitron study, one in three consumers stated  they made an unplanned purchase after seeing a product advertised on a Digital Sign. Digital Signage provides the opportunity for brand building as well as a strategically influencing shopping behavior and can create a stimulating environment where the customer’s long and short-term behavior can be shaped. Other research, including information presented at the Digital Signage Business Conference, shows that Digital Signs receive up to 10 times more eye contact than traditional static signage.