According to POPAI’s Digital Signage Group (Point of Purchase Advertising International) standard terminology digital signage is a network of centrally managed and programmable digital displays for displaying segmented information, entertainment, merchandising and advertising.
Thus, a Digital Sign is any broadcast programmed to be displayed on one or more panels of a network, which can be video or images, as well as news dynamically captured from portals (RSS) and displayed on a standard screen model (Template).
There are basically 3 possible types of digital signage networks, this segmentation considers the general objective of the audience while exposed to the display, the average time in front of the panel, and the objective of the panel network manager.
They consist of monitors installed in modern buildings in order to display relevant information for professionals working in that building, as well as its visitors. Waiting customers or potential customers are impacted by information about the company’s products and services. Alongside this, it usually displays weather forecasts, quotes, news tickers, among other content contextualized with the building’s business, such as classroom boards (commercial buildings), class schedules (colleges and schools), schedules of events and meetings ( convention centers), etc.
The displays installed at the point of sale are intended to cross-promote products (eg, next to a wine, there is an advertisement for a cheese that can accompany it), improve and make the consumer experience more personalized and guide the about a product or service, provide more information or suggest that the consumer has an ongoing experience with the product after purchase (using a coupon or interacting on a social network).
In this type of network, screens are strategically installed to ensure that the consumer sees it. Another interesting feature of this type of implementation is the ease with which the return on investment (ROI) can be measured, as it is possible to compare, among other metrics, the sales volume of a given product before and after it is promoted through a digital signage screen at point of sale.
It has become increasingly common to use out of home displays in train, bus, taxi and airport stations. People who pass through these places daily or use public transport in general are in need of dynamic, up-to-date, clear and fast information, and above all contextualized with the place where they are displayed.
Brands also take advantage of this scenario to advertise their products. As digital signage is dynamic, companies such as restaurants and bars can launch campaigns on screens close to where they have stores, and increase the volume of messages at times close to lunch or dinner.
“In July 2010 there were already more than 50,000 professionally installed and operated screens, with trends of over 80,000 in 2014. According to Ipsos Marplan, which included out of home digital media in its base from 2009, 67% of the population of Greater São Paulo claims to have been impacted by the vehicle in the 30 days prior to the survey.”
Confirming the large and constant growth it has had since 2009, the Mídia DOOH in the first quarter of 2012 grew twice as much as the total Brazilian advertising market, compared to the first quarter of 2011, according to data from the Intermeios Project.
More details on digital signage applications can be found in this W3C document, which served as the basis for this article.