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Course 8: Digital Signage
Chapter 4: Benefits of Digital Signage
As a modern replacement for the print media used in public locales, digital signage takes advantage of the flexibility offered by advances in audio-video technology, specifically the ability to integrate dynamic content as opposed to the static images delivered by simple printed signage.
Some of the benefits of using digital signage include:
Dynamic content control and cost-effectiveness.
Using digital signage enables users to make frequent, rapid changes to the messaging conveyed to an audience.
In retail digital signage environments, for example, being able to change message content digitally means not having to continually print signage in order to provide viewers with updated material, which makes the process more convenient and less time-consuming. Aside from convenience, another important benefit of the dynamic content control enabled through digital signage is that it eliminates the expense of having to print and post content as it becomes available.
Until recently, the cost of video equipment deterred the use of digital signage in most mainstream business environments. Typically, only organizations with relatively significant marketing budgets or very high-end needs were able to justify the up-front expense. Given the drastic price drops on LCD and plasma displays as well as media players (usually a PC) in the past few years, it has become much more practical to deploy digital signage in locations and scenarios once serviced exclusively by traditional printed messaging.
No paper waste.
Because digital signage doesn't require the use of paper for printing, there is no need to dispose of old messaging when it becomes outdated. This is an important plus for increasingly green-aware customers.
Contemporary society has become accustomed to forms of media other than printed material, such as the Internet or television. Because it is a much more dynamic, multimedia-based communications channel, digital signage is very effective in harnessing an audience's comfort level with multimedia, which helps to create a more engaging experience.
In any environment, being able to command attention to content is valuable; most marketing experts will agree that one of the main goals of signage is to create something that jumps off the page in order to get an audience's attention. Digital signage enables companies to do just that.
Because digital signage enables messages to be rotated, content can be targeted based on audience demographic. As an example, an entertainment venue such as an arena, where there are several different types of performance (concerts, theatrical performances, sporting events), digital signage enables content to be directed at specific audiences based on their interests. Advertising upcoming concert performances at a concert captures music fans, while advertising upcoming sporting events at a hockey game engages sports fans; advertising an upcoming hockey game to concert-goers may not have the same appeal.
Overcoming spatial limitations.
Physical advertising space is a finite resource; there is only so much wall space available at any one time, which means decisions have to be made and priorities set in order to determine which message gets posted.
Digital signage enables users to constantly rotate their advertisements or messaging, which eliminates the need to post multiple signs or advertisements. This in turn reduces the amount of physical space required to advertise the same number of individual messages and allows, for example, messages to evolve dynamically based on changing conditions such as time of day and weather, among others.
Digital signage messaging can be controlled locally or remotely, depending on the site layout. As a result, much less footwork is required to manage messaging campaigns, in turn saving time and expense.
Because digital signage overcomes wall space limitations, which increases the available breadth of content, it is becoming increasingly common for venues such as hotels to advertise nearby businesses (e.g. restaurants, events). In doing so, revenue can be generated based on the ad space provided to the local businesses.