Mobile and digital out-of-home advertising works when place, timing and message fit the same situation. Test the choice described in “What is digital signage?” against current terms and your own measurements. Technology expands targeting and scheduling options, but reach without relevant context says little about effect.
Digital signage is common in airports, shops, hotels, offices, petrol stations and public spaces. It uses electronic displays to present information, directions, advertising or interactive services. Effectiveness depends on placement, readable content and a defined audience need rather than on the screen alone.
However, if you’re still confused about exactly what it is, here’s what you need to know.
More information about digital signage
Digital signage is an electronic sign that conveys information to customers and audiences in-store. These signs use a projection, LCD, or LED screen to display images and graphics that engage, inform, and educate viewers that are nearby.
This form of advertising can be utilized across different customer touchpoints, with endless results. A firm can adopt digital signage to its specific needs, but the most common ways are:
Video display screens: These are the most common forms of digital signs that display relevant information through images, text, animations, and videos.
Interactive digital signs: The interactive digital signage, customers don’t just watch a screen; they interact with it too. These signs allow customers to choose content by selecting options and also give them a chance to enter information.
Wayfinding boards: Unlike static maps that don’t offer any real-time updates or customization opportunities, digital wayfinding boards provide visitors with custom directions and give business owners the chance to change this information any time they want.
Digital signage offers flexible opportunities that allow businesses to use these screens to provide an optimum experience.
Where can digital signage be displayed?
Digital signs can be displayed at various points of the customer journey. These touchpoints differ from business to business, but most commonly include the following locations:
- Exam rooms
- Waiting rooms
- Building entrances
- In dining areas
- Outside businesses
- Near product displays
- Around service counters
- At check-out lines
As an advertiser, whenever you’re considering digital signages’ locations, you need to narrow down places where your customers are most likely to spend time. This information can help enhance the customer experience at these locations.
What are the benefits of digital signage?
Digital signage presents businesses with a range of benefits. Firms can leverage it to attain these benefits, and depending on which form of signage you use; the company can experience the following:
Reduced perceived wait time
When digital signage is placed client or customer waiting areas, it distracts customers and provides them with a form of entertainment, thereby reducing perceived wait time.
Improved communication with employees and customers
Visual content is much easier to recall than information delivered through texts. Through digital media methods, brands can deliver essential information to employees and customers who are more likely to remember it.
Increased revenue
Highlighting a wide range of products and services, sharing specials and promotions, and utilizing extra signage space to display ads from other, non-competing businesses are the different ways digital signage can boost a firm’s revenue.
Easy content revisions and modifications
For companies that rely on changing menus and service offerings, digital signage is an affordable option for these firms to update their information. This leads to significant cost savings by eliminating the need to order new signs.
Attractive modern look
Businesses need to keep up with rising consumer demands and ensure they stand out from competitors. Digital signage looks trendy and contemporary and shows your audience that you care about attracting them with innovative methods. To maximize the effectiveness of digital signage, you need to determine what you’re hoping to achieve, whether that’s greater customer satisfaction or higher sales. Then figure out how digital signs can help you achieve those.
Conclusion
Digital signage can support advertising, wayfinding, service information and customer engagement. Whether it is worth using depends on the objective, total operating cost, content workflow and evidence that the screen improves the intended outcome.
What a digital signage system includes
A complete setup usually combines a display, media player or built-in processor, content-management software, network access and a process for publishing and maintaining content. Before selecting hardware, define the audience, viewing distance, lighting, update frequency, accessibility needs and the action the screen should support.
Assess placement and measurement first
Define who can see the placement and how much time that person has to understand the message. Choose a suitable next step, such as a store visit or website action. Compare results across the same period and location, and document the assumptions behind reach or visitation measurements.
