DIGITAL SIGNAGE: HOW IT WORKS

As an overarching concept, digital signage speaks to the general idea of electronic screens used to display multimedia content, advertising, and information to engage audiences in public indoor and outdoor spaces. The global digital signage market first emerged in the early 2000s as flat panel displays became affordable and networking infrastructure matured to distribute content. These interactive screens now commonly appear in retailing, hospitality, transportation centers, educational institutions, healthcare facilities and workplaces.

The practice of utilizing digital signage presents numerous advantages over traditional print signage. Content can be easily updated and tailored dynamically. Advertising screens at bus stops or rail platforms, for example, can promote new products or personalized offers as customers pass by. Digital menu boards allow restaurants and retailers to feature seasonal foods or customize offerings by location or time of day. Interactive wayfinding kiosks help guide visitors at events venues. Dashboard-like displays let workplaces share data visualizations, safety metrics and company news.

Advanced digital signage leverages technologies like sensors, cameras, Wi-Fi and analytics to detect audience demographics and react accordingly. Signage screens will display language preferences, personalized promotions or time-relevant content. Retailers can A/B test various pricing displays. Quick service restaurants might monitor order speeds and adapt kitchen workload projections. The flexibility, customization and enrichment offered by emerging smart digital signage solutions provide brands powerful ways to deliver the right message at the right time to the right audience.

With declining costs and rising capabilities of large high-resolution displays, along with 5G and rising Internet of Things connectivity, digital signage usage is expected to grow rapidly – some project over 7% annually for the next several years. Savvy brands across every sector have awakened to the customer influence and business intelligence opportunities interactive electronic signage ecosystems will continue unlocking through impactful user experiences. And so the field continues to boom year in and year out with demand for interactive and touchscreen solutions also continuing to grow as well.