DIGITAL SIGNAGE 101
THE RISE OF DIGITAL CONTENT
DIGITAL SIGNAGE IS ALREADY BUILDING A
We are about to witness the age of digital signage - and nobody has any idea what it is. It’s the year 2027- Clive Owen steps out of a coffee shop and into a world of electronic posters and billboards. It seems as if screens playing videos, tickers, and advertisements cover every inch of building. About a decade ago, Alfonso Cuarón’s 2006 thriller was merely science ﬁction, but today Children Of Men’s backdrop is becoming a reality. So... What is it? When people look to buy what the industry refers to as "digital signage", it becomes clear that even though more and more people are exposed to the technology, they have no idea what it is. The industry itself has a hard time making it easy for people to understand what potential buyers need to purchase to get digital content running on some sort of screen. The keywords people use to search for the product reveals how muddied the terminology is and how little the industry has been able to educate audiences. Everything from “electronic billboards” to “digital posters” are used to describe what in essence, is digital signage.
WELCOME TO THE AGE OF DIGITAL SIGNAGE.
Digital Signage is the next step in sign evolution, and its advanced technology allows for endless uses compared to the static content delivery forms of the past. But what exactly is ‘Digital Signage?’ Lets break down the term: digital relates to computer technology, this component is responsible for the distribution, delivery and sometimes the creation of content. Signage is the term given to a group of public displays.
DIGITAL = COMPUTER TECHNOLOGY SIGNAGE = GROUP OF PUBLIC DISPLAYS Together, traditional screens are combined with software and additional hardware components that deliver digital content in a variety of ways. Digital signage can encompass everything from interactive touch-screens to running live TV in conjunction with a local bar’s specials. Together, you essentially have ‘programmable posters,’ ‘digital screens,’ ‘electronic bulletin boards’ - all of which make up the new digital signage landscape.
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DIGITAL SIGNAGE 101
Digital Signs are already becoming a very present part of your life: You’ve look to automated walls at airports to ﬁnd your terminal, you’ve watched magical banners turn to the colors of the ﬂag during national anthems at hockey arenas, you’ve interacted with kiosks at your local mall. Expect to see them everywhere you go- businesses don’t want to be left out. In fact, The number of digital signage screens expected to be in use in 2015 exceeds 7 million, an increase of 2 million from 2010.1
WHY IS DIGITAL SIGNAGE THE FUTURE?
It is way more effective than static signage, and more cost efﬁcient. Digital Signage is the most inexpensive form of advertising, and with targeted, dynamic content* it is the most effective. Think of this - Adrienne Erin in a peice for getbusymedia.com revelaed that “ In terms of shopping on the web, 60% of shoppers regularly watch product videos. Doing so makes shoppers an astounding 174% more likely to buy the product in question” - and that is just with online video, where potential buyers need to actively participate and agree to watch the video. Compare that to digital signage, which can show the same type of advertising that is more targeted, combined with other media assets, without requiring viewers to click a link. Data, Data, and yes… more Data: Many software companies, like Industry Weapon, have a level of data analysis available. Weather it is audience analytics or aggregating touch screen usage, business not only are more ﬂexible with who sees what content, but they can change that content and their business practices based off of statistical trends.