Digital Signage has long been part of our daily life. Airports in particular have utilized electronic signs to display departure and arrival information in digital format, always updated with current information. This well illustrates the benefit of being able to easily change information based on time and location, such as different schedules in specific terminals. In fact, we see in this the basic principle for any sort of communication to be effective - the right message to the right audience in the right place at the right time.
Unlike the printed predecessor, Digital Signage can show static pictures as well as dynamic content, such as high-definition video or graphic animations. Interactive touch screen capabilities can put control into the hands of the viewer, allowing users to select specific content that is of interest to them.
Digital Signage has now extended its reach into retail applications, such as restaurants, hotels, banks, shopping centers, office lobbies, store aisles...and the list goes on. Public information signage commonly found on school campuses and in government buildings. Really, anywhere the rapid communication of up-to-date information to a targeted audience is concerned, Digital Signage is leading the way.
The Information Age
Public places, such as schools or office buildings may contain classroom or meeting room schedules. Teacher, student or employee recognition is a common topic, as is the daily or weekly cafeteria menu. Perhaps the sign might welcome visitors or introduce new personnel. Often, safety considerations are built in with an emergency override channel which can be activated to warn of some danger.
Advertisers have even greater tools at their disposal. In addition to public information attracting some, messages can easily be updated to reflect current offerings. Regional markets can run ads based on the specifics in that area. Enhancing the Digital Signage experience for the user and the advertiser are interactive capabilities. Audience measurement systems can determine with a high degree of accuracy the age and sex of a viewer, or how many people pass a screen vs how many stop, or how much time each demographic group spends in front of a message. That information can then be recorded for later analysis, or be used as a real-time trigger to deliver different content.
Often, Digital Signage uses a mix of of public information content to attract the viewer and offers separate channels for advertising. For example, a hotel lobby rightly gives out of town guests information on local weather, attractions, and directions. At the same time, conference room schedules are important to the business traveler. And lastly, apetizing images from the in-house restaurant or images of hotle amenities may accomany pictures of staff - helping the guest feel at home!
LCD and Plasma TV's are seemingly the most popular option in Digital Signage, but others exist. Groups of individual displays can be combined into intrriguing video wall configurations which add interest to the venue. Transparent surfaces, such as store windows, can be transformed with reflective or transmissive films which enable a projected image to be displayed right on the glass. In fact, a window can be turned into a 3-D holographic image to capture the attention of a passerby, and any of the above can incorporate interactive or touch capability to further engage the user.
At City-Tel Communications, we have the knowledge and expertise to help you bring your message to your audience. Contact us to discuss your needs.