Digital signage is rapidly becoming popular in various sectors, from retail to healthcare, hospitality, and education. You’ve probably seen digital signs in shopping malls, airports, restaurants, and offices. As a digital marketer, I believe that digital signage represents an opportunity to bring content to an already engaged audience: the audience is in the store.
But how difficult is it to add digital signage as one of your digital marketing channels? How about we dive into some basics and see?
What is Digital Signage?
Digital signage is a form of electronic display that shows content such as images, videos, text, or web pages, typically for advertising, information, or wayfinding purposes. These signs are commonly displayed on LED or LCD screens and are managed via specialized software that allows content to be updated remotely in real-time.
Types of Digital Signage
Digital signage can be categorized into several types based on its application:
- Advertising Displays: Used primarily in retail to promote products, services, or sales.
- Informational Displays: Commonly seen in places like airports, hospitals, and schools, where they provide real-time information, directions, or announcements.
- Interactive Displays: These allow users to interact with the content, such as digital kiosks in shopping malls or touchscreen menus in restaurants.
- Wayfinding Displays: Help guide people through a location, such as digital maps in large office buildings or hospitals.
Benefits of Digital Signage
Digital signage offers several advantages over traditional static signs:
- Dynamic Content: Unlike static signs, digital signage allows for dynamic and real-time updates, enabling businesses to display relevant and current content.
- Cost-Effective: While the initial setup costs might be higher than static signage, digital signs can save money over time by eliminating the need for printed materials and reducing waste.
- Enhanced Engagement: Messages can be tied to social media campaigns and loyalty programs for better customer engagement.
- Remote Management: Content can be managed remotely, making it easy to update multiple signs across different locations simultaneously.
- Targeted Messaging: Digital signage can be customized to display different content at different times of day, catering to specific audiences and maximizing impact.
How Does Digital Signage Work?
Digital signage consists of three main components:
- Hardware: This includes the digital display screens (LED, LCD, or OLED), media players, and any necessary mounts or enclosures. The screen displays the content, while the media player stores and delivers the content to the screen.
A common setup today is using a compute unit that drives a large monitor. The compute unit may be a mini PC or a Raspberry Pi. This combination of hardware allows the most flexibility and you can pick among many options or suppliers. - Software: The software component is usually a content management system (CMS) that enables users to create, schedule, and manage content displayed on the digital signage network. This could be proprietary software from a digital signage vendor or based on open-source software like WordPress. We like the open nature of WordPress, where there is a complete ecosystem of plugins and display tools to customize the display of the content. WordPress can be used directly on the computing unit itself (say on a Windows or Linux computer), or it can be used remotely, such as our Locol digital signage system.
Getting Started with Digital Signage
If you’re considering adopting digital signage for your business or organization, here are some steps to get started:
- Define Your Objectives: Identify what you aim to achieve with digital signage. Are you looking to increase sales, provide information, enhance customer experience, or all of the above?
- Choose the Right Hardware: Select the appropriate screens and media players based on your specific needs, such as screen size, resolution, location, and durability.
- Select a Content Management System (CMS): Choose a CMS that is easy to use, supports various content formats, and allows for remote management. Ensure that it integrates well with your existing systems if necessary.
- Create Compelling Content: Develop content that aligns with your objectives and engages your audience. Experiment with different types of content, such as videos, animations, and interactive elements, to see what works best.
- Plan the Installation: Work with professionals to determine the optimal placement for your digital signage to maximize visibility and impact. Consider factors such as lighting, viewing distance, and audience flow.
- Monitor and Optimize: Regularly review the performance of your digital signage. Use analytics to understand what content performs best and make adjustments accordingly.
Conclusion
Digital signage is a versatile and powerful communication tool that offers numerous benefits, from engaging customers to providing real-time information. As technology continues to evolve, the possibilities for digital signage are endless. By understanding the basics and starting with a clear strategy, digital marketers can bring their messages directly to an audience that is already engaged, they are in the store!