Digital signage is a form of electronic display that shows information, advertising and other messages. Digital signs (such as LCD, LED, plasma displays, or projected images) can be found in public and private environments, such as retail stores and corporate buildings.
Advertising using digital signage is a form of out-of-home advertising in which content and messages are displayed on digital signs with a common goal of delivering targeted messages to specific locations at specific times.
The benefits of digital signage over static signs, in situations where changing signs are preferred over static signs, are that the content can be exchanged more easily, animations can be shown, and the signs can adapt to the context and audience, even interactively.
Normal advertising boards are not very flexible in terms of updating and altering content but with the use of Digital Signage, this is not a problem any more and the advertising content can be regularly altered. We can see how in some restaurants the LCD’s are used to show their menu’s not only is it more catching but it can changed frequently as well. The same goes for the apparel stores, the LCD depicting the varying dresses available are akin to real time display.
The popularity of Digital Signage has seen an uphill trend and its demand is rising fast as well and because of this advertising agencies are focusing upon the use of Digital Signage. Research has shown that with the efficient and effectual use of Digital Signage, the sales have gone up for many companies. In today’s dynamic and fast paced world, the consumer wants some thing different, companies opting for Digital signage for promotional and advertising activities, automatically enjoy an upper hand as they are exploring new mediums to reach out their consumer.
There is no denying the fact that it costs more to advertise using Digital signage medium but the benefits overwhelm the expenses. In today’s globalized world, it is imperative that new technologies be availed to attract and reach out the consumer. We usually see digital signage being used at providing flight information, brand-building purposes etc. Digital signage is convenient and simple as well. It is almost like a personalized television sending out specific information tailored for the consumers and also the messages can be altered easily and frequently.
There is a flip side to advertising via Digital Signage but as mentioned earlier the benefits out rightly outweigh the disadvantages. It does require a hefty investment initially but as the ball gets rolling, it proves to be much more beneficial than any other mediums that could be used to advertise. The long-term benefits also in terms of brand recall that is generated via the Digital Signage are more than the one time capital that it requires. Moreover Digital Signage has grasped the attention of companies worldwide, as it is highly persuasive so soon software companies will be providing cheaper solutions.