What is “digital signage” and why is everyone so excited about it?

Although digital signage has been around for many years, advances in technology have helped catapult it into a more mainstream communications and advertising platform. This has helped drive digital signage to reportedly become the fastest growing marketing and communications medium in the world – second only to the Internet and branded entertainment.

But, what is it exactly?

Digital Signage is the use of digital technology, such as a digital screen, digital signage players, and software to deliver content such as information, advertisements and entertainment to captivate an audience.

That said, today´s digital signage system is typically built around a digital screen (LCD or plasma), a media player (on-board computer or hardware device), a software operating system, and a wired or wireless network to help manage and control the system.

But, with the lightening pace at which the market and technology is evolving, these systems seem to lack a common definition. These systems are called many things by many people, which make a widely accepted and recognized definition elusive. You´re likely to see them referred to as dynamic signage, electronic digital signage (EDS), in-store television, place-based advertising and digital-out-of-home (DOOH) and more.

Whatever the name, the power of digital signage as an effective and viable marketing and communications channel lies in its ability to reach large audiences, targeted markets, and deliver compelling brand messages when and where their purchase decisions are actually being made – in the store.

And, that´s the one place where traditional media channels just don´t effectively reach the consumer audience.

Television reaches consumers at home, but only when they´re watching the channel where your ad is running and only if they´re watching when it airs. Radio reaches consumers when they´re out of the house, but usually only when they´re in their cars. Again, radio is only effective when your ad plays when they´re listening and only if they´re listening to the station where your ad is broadcast. Newspapers and magazines suffer the same limitations as TV and radio and are typically read at home or work. The Internet, perceived as one of the most powerful media channels, is still only effective when consumers are sitting in front of their computer and, even then, has little impact on either planned or unplanned consumer purchases.

That´s where digital signage comes in!

Digital signage, when placed in-store, helps advertisers reach their consumer audience where other, more traditional media channels can´t - thereby increasing effective brand messaging and closing the loop of integrated 360° campaigns.