What is Digital Signage?

//What is Digital Signage?
Enoch Systems Services

Digital signage is the only way to effectively reach your audience in the 21st century. Let us help with your next digital signage roll out, call us today.

Not to be confused with the term digital signage, Digital Signs are electronic displays that show or deliver dynamic content; and come in two forms, stand-alone or all-in-one. Implementations of digital signage can be as basic as a digital picture frame or as complex as a global system of displays, controlled by cloud based servers that stream broadcast TV, in addition to real-time news and information. A key differentiator and benefit of digital signage is its ability to deliver dynamic content or content that changes. At its essence the purpose of any type of signage is to deliver a message. In traditional signage also known as static signage, it can be difficult, slow, and expensive to update that message frequently. With digital signage your message can be updated frequently and instantly. New promotions, menus, advertisements, and directory information can be updated across thousands of digital signs at the push of a button. Interactivity of digital signage can be a powerful way of engaging your audience and increase the effectiveness of your message. Analytics can be attached to your digital signage system to monitor conversion rates in response to a content update. Gone are the days of paper signs tacked to a cork board, paper price tags and sale signage, out-of-date print advertisements, and antique paper conference room schedules. Digital signage is the only way to effectively reach your audience in the 21st century. Enoch Systems carries a line Digital Sign displays, Digital Signage computers, accessories and expertise to help you find and configure the solution you have been looking for. Our OEM/ODM services will help you develop a custom branded solution for your unique needs.

Where is Digital Signage Used?

Chances are you have seen monitors in the checkout lane of your local Large Mart, passed a display showing directory information for the building, or been compelled by advertisements on large screens at the mall. You have probably used digital signage to check what gate your flight is departing from or to keep you entertained while waiting for your departure time. Anywhere you can find traditional static signage you will find digital signage. Digital signage is becoming more prolific and is being used in areas that static signage is not. The breath of digital signage environments is wide and deep, with many different settings and audiences.

Settings

  1. Retail

    Competition in the retail space is fierce; consumers are more demanding and harder to reach than ever before. Retailers can use digital signage to capture the attention of their customers to promote products and services throughout the store, while in line, or at the point of sale. Digital signs can be used to increase conversion rates and marketing effectiveness by delivering informative content to the customers at the product display or any other place in the store. Digital promotions and campaigns can be rolled out and tested instantly. For a nationwide retailer, campaigns can be rolled across a small set of stores and POS transactions analyzed to see how customers are responding.  If successful the campaign can be rolled out nationwide in an instant and doesn’t require new signage to be printed and employees to change them out. In the past, what could take days, now only takes minutes.  With digital signage, you now have a strategic advantage against slower moving competitors.

  2. Public

    Malls, airports, tourist attractions, parks, and museums are a few examples of places where digital signage can be used. Public spaces can be monetized by using digital signage to deliver interactive advertisements to visitors 24/7. In airports a common use of targets advertisement is to passengers needing to charge their devices. Called charging kiosks, while users are charging their devices there is a display in front of them giving them news and weather information, while also displaying advertisements. Digital signage can also be used to deliver event information, wayfinding, and safety information in public venues. Unlike their static counterpart digital signage can be updated remotely and simultaneously across an entire venue in seconds. This speed allows safety messages and warnings to be broadcasted in real-time around throughout the venue. Digital signage can be used to maximize the visitor experience in public spaces and allow them to make the most of their time while there.

  3. Transportation

    Traditional static signage has been used on buses, taxi cabs, train stations, subways, ferries and cruise terminals for years. Static signage in the transportation industry has been very effective at capturing the attention of a mostly captive audience. However digital signage can be more effective at reaching its intended audience, easier to manage and deploy, and can lower costs. Digital signage is able to deliver vivid entertaining content that is more capable of capturing and holding the attention of travelers. The transportation industry has very unique advertising audience, in that it’s mostly captive. Whether it is a short taxi ride or long flight, the passengers’ attention is captive for that time. Effective advertising content can be delivered to passengers during this time through digital signage to help alleviate perceived wait times and enhance overall travel experience. Marketing and advertising is not the only use for digital signage in the transportation industry. Real-time news, weather updates, or emergency broadcasts can be delivered live to travelers.Updating signage with new content is easier, faster, and cheaper with digital signage than printed signage. New digital content can be pushed or pulled from a central content server. Buses and taxis can be outfitted with Wi-Fi that will update the onboard digital signage with new content when pulling into the depot. Digital signage content in airports, bus depots, train stations and entire fleets of vehicles can be updated instantly with the push of a button or automatically pulled. There is no need for new signage to be printed or changed out by humans. This efficiency also lends itself to lower costs; no more printing costs or labor costs to change out signage.

  4. Finance

    From the trading floor of a stock exchange to bank branches, digital signage is fast becoming a requirement in order to effectively communicate, in real-time, stock prices, interest rate changes, and financial news.  At the branch level, banks and credit unions are able to engage customers and communicate relevant information about banking products while they are waiting in line.Digital signage is no longer considered a “bleeding edge” innovation of in-branch marketing, but rather an expected requirement.   Modern banks offer an ever increasing array of products and services, but a very narrow window in which they can communicate them to the customer.  In the past, banks relied solely on traditional static signage to communicate this information to the customers, in the form of poster displays or pamphlets.  Digital signage offers banks a much more dynamic and visually engaging medium for communicating products and services to customers.We have all been in there; no one likes waiting in lines at the bank.  We get bored and are often frustrated because we have somewhere else we need to be or want to be.  So to past the time, we turn on our smartphone to distract ourselves.  This is a missed opportunity for branches without digital signage.  Digital signage enables banks to turn that boredom into an opportunity.  Through entertaining marketing, digital signage will capture the attention of those customers in line and communicate relevant information about new products and services from the bank.  Banks increase sales through cross-selling and upselling of products and services.  Effective digital signage implementations in banks can reduce perceived wait times and improve the overall customer experience.

  5. Healthcare

    Hospitals and doctors’ offices can be stressful environments for patients and visitors alike.  Digital signage can reduce stress for visitors and improve overall patient care.Navigating large medical campuses with multiple building, floors and wings can be a daunting task for visitors. Digital wayfinding tools such as interactive building maps and facility directories can decrease stress and confusion while efficiently guiding patients and visitors through medical facilities. With touch enabled digital signage, visitors can get a personalized path to their destination; try doing that with static signage.Another stressful environment in hospitals and doctors’ offices is in the waiting room.  As patients and visitors are waiting, large format displays can display live television or movies, different zones on the screen can rotate through announcements and relevant information about the doctor or hospital, news headlines, weather, emergency alerts and other live data.  These displays can entertain patients and visitors while distracting them from the annoyance and boredom of waiting.  This reduction in perceived wait time lowers overall stress of both the patient and visitors.

  6. Higher Education

    Universities and colleges are prime environments for digital signage.  Large format displays are used to replace community bulletin boards.  These displays are used by universities to share news and details of upcoming events, sports updates, and highlight important deadlines.Universities also use digital signage to recognize distinguished alumni, businesses, and donors that have given to the school.  Interactive displays allow for rich multimedia presentations and storytelling of generous donors and the programs or causes they helped improve.  These high-impact displays strengthen relationships, build awareness and promote increased giving and participation.New students and visitors can often get overwhelmed by the dizzying array of buildings that crisscross a university campus.   Touch enabled digital signage allow students and visitors to quickly find the destination they are looking for and the best route to get there.In addition to PA systems, intercoms, and SMS text messaging systems, digital signage is quickly being adopted and added to emergency alert systems.  Digital signage displays can be updated instantly with an emergency broadcast aiding auditory systems with a visual mass notification.

  7. Entertainment

    Digital signage is being used in a number of ways across a number of entertainment venues to transform interactions with customers.    Stadiums, arenas, theme parks, museums, and theaters use digital signage to enhance communication with visitors about current and upcoming attractions or events, improve wayfinding, increase concession sales, or special promotions.Self-service ticketing kiosks help reduce congestion in lines at the box office or ticket window.  Customers benefit from 24×7 operation of the kiosks inside and outside the venue during off-hours.   Multiple self-service ticketing kiosks allows for increased throughput and increased revenue.

  8. Corporate

    Businesses are finding that corporate digital signage is very effective way of communicate with employees and automating certain tasks.  At corporate entrances, digital displays are used to provide wayfinding information to visitors and new employees. For corporations that use practice office hoteling, check in kiosks can be used by employees to reserve conference rooms or desks they may need.  In turn, connected e-paper displays also known as electronic ink or electronic paper displays are updated wirelessly through the corporate campus to reflect the reservation the employee has made for the physical space.Digital signage is used in corporate “war rooms” or operation centers to communicate vitals of the company and corporate operation.  These displays communicate statistics of ongoing events such as call center statistics.  Dispatch centers may use digital signage to visual units dispatched in the field, along with weather information and local news.

  9. Hospitality

    Restaurants, hotels, resorts, casinos, cruises, and clubs are all examples of hospitality environments where digital signage has now become the standard marketing tool for communicating with customers and guests.From the moment you enter a hotel lobby, digital signage displays greet you with more information on the amenities of the hotel and wayfinding information.  At guest services there are usually smaller format displays that rotate imagery of the hotel and its different amenities.  In the elevator more digital signage can be found showing information about restaurants and shops at the hotel.  Self-service kiosks allow guest to quickly checkout of their room or purchase tickets for different shows and attractions.  Conference rooms at the hotels, will also have digital signage right outside showing events for the day in that conference room.Digital signage in restaurants, compared to hotels, is a little more subtle.  Usually outside or at the entrance of the restaurant, you will find an interactive menu that guest can browse while they are waiting for their table.  Digital signage in the restaurant can sometimes be found at the table.  These displays are usually smaller and allow guests to view different specialty cocktails or highlighted menu items.Casinos will use a variety of digital signage implementations to advertise prizes or games to be won or played.  Digital signage systems can integrate with gaming systems such as International Game Technology and Paltronics.  Through this integration, digital signage can be used to display a variety of data such as a progressive meter that shows the current jackpot.  Large format displays can be used to show the top ten players or previous jackpot winners. In sports betting digital signage is used to display current odds, scores, or even live streams of the sporting event.

Audiences

Before implementing a digital signage rollout an assessment must be done on the type of audience that you are communicating with.  This is the cornerstone of all communication and based on this information all decisions will be made.  Knowing this information will allow you to appropriately craft your message to achieve the maximum possible conversation rate.  This is a universal theory that spans digital signage applications that are advertising products or services or internal corporate signage that communicates with employees.

In digital signage there are two major groups that audiences can be divided into, captive audiences and transient audiences.  Knowing the difference between a captive audience versus a transient audience will allow you to select the correct type of signage and content layout.  It is very common to have both types of audiences in the same setting, for example an airport or movie theater.

Captive
A captive audience also known as a waiting audience is a group of people confined to a defined area, due to outside forces, for a prolonged period.  A few examples of captive audiences include passengers waiting in airport terminals for their flight, passengers in taxis, customers waiting in line at the store or concession stand, moviegoers waiting for their movie to start, passengers flying to their destination, or patients waiting to see their doctor.

During this time, members of a captive audience are very receptive to any outside stimuli that will distract them from the monotony of waiting around.  In some cases they might bring books or magazines to read, however the new trend is the use of smartphones to help pass the time. Advertisers and digital signage content designers can use this opportunity to reach this audience and provide them with a pleasant distraction while they are waiting.

Most people during this time will be receptive to cleverly delivered entertaining content. Most professional digital signage software and content providers offer multi-zone message delivery.  This enable advertisers and proprietors to deliver entertaining or informative content such as news, coupled with advertisements in a way that is not unobtrusive to the recipient.  Unobtrusive deliver of advertising content is very important, because even though the audience is held captive, they have become conditioned to tuning out obtrusive advertisements that offer no value to them. Cleverly delivered entertaining content not only entertains, but relaxes the viewing audience allowing them to become more receptive to advertisements.  Studies have shown that digital signage in these types of environments can increase the overall customer experience.

In terms of equipment, this will depend on the setting of the audience.  For example in passenger terminals it would be appropriate to use large format displays so that it is viewable by a large number of people over a large area.  However in more intimate captive settings, such as airport charging stations or while in the airplane, smaller screens can be used to deliver the message.

Transient
A transient audience is a group of people passing especially quickly into and out of a defined area. Examples of a transient audience include passengers walking through an airport concourse, people walking through a shopping mall, motorists on the highway, or shoppers at a grocery store. In these settings, transient audience members are quickly moving about and are usually focused on getting to their destination. Their attention span is very limited and hard to capture.

One strategy used to capturing the attention of this audience is through repetition. In areas such as malls and airports, where people usually have to walk long distances to get to their destination, multiple digital signage installations can be installed to capture their attention. In some instances these installations can be installed 100 to 200 feet apart in others it could be only a few feet apart. In either case the chance of capturing a transient audience’s attention is greatly increased. This method could result in higher conversions when compared to singular digital signage deployments.

An import aspect to consider when trying to capture the attention of a transient audience is the design of the content and length of the message. Unlike captive audiences, transient audiences will not be receptive to multi-zone digital signage deliveries. They don’t have the time or the inclination to digest that much content. Messages should be delivered one at a time, in a clear and concise manner. The design should be appealing and eye catching, so it will be noticed and remembered.

Since advertisers have mere seconds to capture the attention of passersby, the use of large format displays is paramount for maximum visibility. Ultra high definition (UHD) also known as 4K displays deliver vivid almost lifelike video. Properly designed content delivered on these display have the potential to really wow people passing by.

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2018-05-16T17:00:43+00:00 December 22nd, 2014|Categories: Tutorials|