Digital Signage Explained


Digital Signage Explained

Digital signage solutions are quickly replacing conventional signs as the most popular way for businesses and organisations of all kinds to provide information and host advertisements. If you have yet to delve into the digital signage market you may need a little more information on the subject to get you up to speed.

In essence, digital signage is delivered via electronic displays that are based on various panel technologies, including LCD and LED components. Unlike traditional architectural signs, these screens can be used to display dynamic multimedia content, allowing advertisers to approach real-world marketing in the same way that they might a web campaign.

Because large, flat panel displays are increasingly common and inexpensive to install, many businesses use them in order to fulfil their various signage needs. Likewise, because such screens are easy to control, they offer a truly blank slate upon which any message can be conveyed in any way that is deemed appropriate. Crucially, messages can be changed without much difficulty.

Signage Engagement

In many ways, harnessing digital signage will give you a better ability to target ad campaigns at an audience that will be more likely to engage with them than if you were to turn to other broadcast media, such as TV or print.

Digital signage allows you to display content to a captive audience in a particular area, while the effectiveness of other advertising has diminished in recent years because consumers are subjected to an information overload whenever they turn on their televisions or browse the internet.


Use of digital signage within a business can actually help its brand to establish itself in the minds of its customers, as studies have shown that there is doubling of the message retention rates amongst consumers who are exposed to such signage.

In addition, digital signage can actually be beneficial to consumers, because it provides them with a direct way to receive information from a company without having to ask for it and the dynamic nature means that it is easy for the business to alter the content depending on contextual influences, such as the time of day or the season.

Financial Benefits

Of course, the main reason to invest in digital signage solutions is to secure growth for your company and increase revenues.

This is possible for companies operating in a number of different sectors, but might be particularly pertinent for those businesses which deal with the retail industry.

Since about 66 per cent of people decide whether or not to make a purchase while they are in a bricks-and-mortar outlet, giving them extra information via digital signage can add an incentive to the sale and bring various other rewards to the retailer.

Digital signage can also help companies to save on costs which were previously necessary to factor into a marketing budget. Printing up posters with each new campaign that comes along is not necessary if you have a dynamic digital display that can be loaded with new content and imagery to serve the same purpose.

Ultimately, the digital signage revolution is a cost-effective approach to modern marketing and information provision, which more and more businesses are taking advantage of today.

This guest post was submitted by Lloyd on behalf of IS Group.

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