The term "digital signage" is often used when plasma resp. LCD screens or other appropriate display units (such as projectors) are applied to display moving images. Therefore manufacturers of large-format screens and projectors, suppliers for conference and fair technology and even TV stations call themselves "digital signage providers".

Actually "digital signage" means networked audio-visual information systems whose content can be automatically or manually administered. A combination of display technology, player hardware (PC systems), network connection and software for playout, content management and network management is required.

Digital signage does not comprise pure broadcast solutions, presentation systems without network connection and interactive kiosk systems without daily updates and regional content.

Flatscreens are omnipresent: at airports, train stations, in waiting areas, stores and in many other areas. Even in medical practices, bars, museums, discos, hospitals, fitness centers, government agencies and ice cream parlors they provide us with topical information, news and entertainment.

Digital signage is increasingly applied in public places. Advertisement is displayed by means of electronic tickers and digital posters. At train stations and airports the electronic display of arrival and departure times is usual for quite a time now. In subways advertisement can be displayed targeted depending on the time of day. In hotels, wholesales and stores digital signage becomes more and more common. In corporate communications digital signage is often used for direct marketing (e.g. by means of a corporate TV for employees).

Digital signage gives you the opportunity to provide a network of hundreds or even thousands displays with individual content via centralized content management applications. On the one hand each system can play its own content and on the other hand global content (i.e. content that is shown all over the network) can be fed into all systems at the same time.

Besides the regionality of digital signage systems topicality plays an important role as well. Digital signage networks are capable of distributing global content all over the network and local content items to specific locations within only a few minutes. A fast connection to the central network management system such as DSL, ISDN or bi-directional satellite connections is required.

In the future besides centralized network management systems also peer-to-peer technologies will play an important role. Appropriate applications are currently being developed.

In most cases content has to be edited. This task is often carried out by agencies which provide content. With content management systems the employees can administer themselves. It is of vital importance that the content items are adjusted to the display medium. The digitally processed media content such as video clips, images, texts, sounds, presentations, TV etc. are then fed into the system at the point of sale (POS) or the point of information (POI).

The content is displayed on plasma or LCD screens, monitor split walls (one large image is composed of several individual displays), large-scale projections as well as LED walls.

Content management systems for digital signage networks include a differentiated role und rights management that allows different users to edit different program sections.

Different employees of one marketing department thus can edit one program section of the whole digital signage network (e.g. employee A: "Product Information"; employee B: "Current Sales"; employee C: "News and Promotions"). Furthermore each branch manager may edit the program section "Local Special Offers" for his own branch.

The most substantial argument for digital signage systems is the cost saving. For conventional billboards and posters (paper signage) each content modification involves costs since the billboard has to be changed or the poster has to be replaced by another. With digital signage the modified content is electronically fed in - practically without any extra costs.

Indeed, the acquisition costs for the electronic displays and technology and the energy costs are high but the decreasing prices for LCD and plasma screens make digital signage more and more inexpensive. Furthermore the topicality of the content is another argument. The content can be changed very quickly so that digital signage users can react on their different customers. E.g. content targeted for housewives and pensioners can be played in the morning and in the early evening content for singles can be shown. 

Digital signage software is much more than merely displaying images and videos on screens. This function is essential, indeed, but there are many more advantages that cannot be swept under the carpet.

Digital signage networks do not become succesful by chance. Know-how, competent partners and a software platform that allows to make your visions come true are required. This efficient software platform will make you forget that you are managing hundreds of different TV channels at the same time!

Contact us today to find out how to apply digital signage succesfully in your company.