Digital signage technology
Digital signage:
the benefits
Digital signage:
n
Co-exists well with other digital media
n
Supports a faster competitive response
n
Extends the range of products and services on
offer beyond those available locally
n
Enhances brand image
n
Supports the use of video and multimedia in com-
munication
n
Can be compatible with emerging technologies
including 3D and gesture control
n
Offers the potential for interactive and immersive
solutions to engage the viewer
n
Communicates with the viewer at the point of
sale or decision making
n
Contributes to aesthetics and ambience
n
Saves actual and opportunity costs incurred with
traditional media
n
Opens up new revenue streams
n
Supports consistent brand and product
messages
n
Improves internal communication
n
Offers the potential for transaction processing
n
Integrates better with merchandising systems
n
Provides real time data to those who need it
n
Motivates and incentivises members of
organisations
n
Develops a sense of community
n
Improves staff retention
n
Cuts down on manual processes and physical
shipment of collateral
COMMUNICA
TION
The phrase ‘digital signage’ conjures up visions of
those fleets of advertising displays in shopping cen-
tres or on train stations. But digital signage can also
describe a single display in a hotel, school or hospital
reception. It can be a video wall in a corporate HQ, or
a menu projected onto a restaurant table.
ViewSonic is one of the world’s most prolific vendors
of digital signage solutions, with a range of 15
available solutions. The company’s ePoster line-up
includes back-to-back screens and touch-enabled of-
ferings, plus extreme wide displays, commercial TVs
and networked media players.
Digital signage is a technology that supports commu-
nication with a specific group – be it the students in
a school, the shoppers in a department store or the
guests in a hotel – using digital media displayed on a
screen. Digital signage displays can be standalone or
networked and either public or private, with content
delivered selectively to ‘zones’.
Why do companies and organisations invest in digital
signage? Often digital signage replaces a previous
communication process, and negates or reduces the
associated costs. Here, digital signage improves the
efficiency or the effectiveness of communication with
an audience. This could mean communicating with
more people, more often with less resource or reduc-
ing usage of materials such as large format print.
For commercial organisations, the flipside of the argu-
ment is that digital signage can increase revenues.
Here, the potential of additional revenue streams,
including media sales and sponsorships, often under-
writes an investment in digital signage.
Outside of the direct benefits of cost-savings, in-
creased sales and additional revenue streams, there
are further benefits arising from a commitment to
digital signage. Digital signage can confer a competi-
tive advantage or provide a quick and cost-effective
communication tool that can increase productivity and
improve internal marketing.
In the transport sector, for example, digital signage
can improve the flow of information and enhance the
customer experience. In universities, digital signage
can be used for way-finding and communication
across the campus.
In some back office applications, digital signage is
used to combine production data with order informa-
tion and to communicate general staff information,
such as shift changes, health and safety updates and
new working procedures.
Well implemented, digital signage can contribute to
the aesthetics of a space. Quality digital content on
neatly installed displays can significantly enhance an
environment, and influence the attitude of staff and
customers.
11
