Since it’s the start of the new year, we decided to go “back to basics” and decided to re-look at the definition of “Digital Signage“. So we scouted around the web to find various definitions and here’s our list:

To start off the ranks, here’s the definition from advertise me:

Everybody knows the conventional method of using posters to deliver messages, whether it is to sell a product or service or to inform the audience.

Using a digital signage player, Digital Signage takes this traditional approach of delivering messages and allows for the greater control and flexibility over how the message is delivered on a digital screen.

Digital Signage is the use of digital technology such as a digital screen, digital signage players and software to deliver content such as information, advertisements and entertainment to a captive audience…

Source: http://www.advertiseme.com.au/content/DigitalSignage.Home.asp

Digital signage is a form of electronic display that is installed in public spaces. Digital signs are typically used to entertain, inform or advertise (together known as “adfotainment”). Major benefits of digital signs over traditional static signs are that the content can be exchanged more easily, animations can be shown and the signs can adapt to the context and audience, even interactively…

Source: http://en.wikipedia.org/wiki/Digital_signage

Digital signage, also called dynamic signage, is a specialized form of slivercasting in which video or multimedia content is displayed in public places for informational or advertising purposes. A digital sign usually consists of a computer or playback device connected to a large, bright digital screen such as an LCD or plasma display…

Source: http://searchcrm.techtarget.com/sDefinition/0,,sid11_gci1197791,00.html#

Digital Signage, by definition, is an electronic billboard system, used to present dynamic information electronically, on flat panel displays such as LCD, Plasma or DLP Projectors. Wherever you need to advertise, educate or inform customers, consumers, staff, students or partners, digital signage is a fast, reliable and simple way to get your message heard…

Source: http://www.nec.com.au/74c02936e97b44d8bf739b99ab4b75c7.htm

Digital signage is remotely controlled distribution and playback of digital content across networks of displays. It is used for delivering visual messages at point-of-purchase, or at any other public venue…

Source: http://www.broadsign.com/digital-signage/digital-signage.html

A most simplistic definition of digital signage is that of a “remotely managed digital display, typically tied in with sales, marketing and advertising.”

Source: Page 2 of the Digital Signage Book by Jimmy Schaeffler.

Digital signage refers to electronically controlled signs that you can update on-the-fly, without having to touch the physical sign itself. You can change the content quickly and inexpensively, and deliver targeted messages to hundreds or thousands of displays at once. These dynamic displays are often used to present a custom-tailored mix of informational and advertising content, including product promotions, timely news, and upcoming events…

Source: http://www.wirespring.com/Solutions/digital_signage.html

There may be more definitions but we couldn’t obviously put them all here in this post. What we found common amongst most of the above definitions is that some are refeering to digital signage as being able to “remotely manage” or located in “public locations” - I don’t necessarily think this is the case. Standalone units which can have the content updated via a media card would not fall under this definition. There are also several businesses that use digital signage for internal communications and don’t necessarily have the display screens located in public locations. So maybe lets all collaborate and redefine this term.

What is your definition of digital signage?

Feel free to submit your answer as a comment.

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Category: Digital Signage Blog Info, Digital Signage Blog News, Digital Signage Techie

Today, I entered a large retail store and surprisingly I noticed several small LCD screens and an old CTR TV scattered around the store. I believe these screens were used to promote products from various manufacturers but it was hard to tell because the majority of these were turned off.

I’m assuming that the arrangement between the retail store and the manufacturers is that the manufacturers would pay for the installation of the LCD/Monitor/CRT screen. The manufactures would then be responsible for displaying their promotional content by using a VHS or DVD player. When they have new products or promotions, they would be required to redistribute their content via a DVD or VHS to all their retailers. This is not only a time consuming process but the postage and distribution costs can also become very expensive.

Funnily enough, the CRT TV located in this store had an old VHS tape player connected to it and I was surprised to see this early adoption of digital signage as this should have already been phased out with the introduction of digital signage players. Basically, connecting a VHS or a DVD player was a very early method of implementing digital signage. The current method of implementing digital signage is to use dedicated digital signage players which are either embedded or small form factor PCs.

With the introduction of dedicated digital signage players, the process of distributing, scheduling, centralising and monitoring content via a local area network has enabled manufacturers to have more control of what and when their promotions are seen.

In many cases, I have seen DVD players displaying their screen saver rather than the actual DVD content – here is an example:

I have also seen situations whereby the LCD screen is obstructed by other marketing material or the screen is not even switched on. Many current retail stores in Australia are still using DVD players to drive content to their screen. These retail businesses need to start realising the true benefits that digital signage players can bring to their stores and to their customers. Some of these benefits are:

• they remove the need to have staff update content as this can be done remotely via the LAN or the Internet
• increase sales
• play live content from the Internet (news, weather, stocks, etc)
• monitor the status of the digital signage player, content and screen. The player and screen can be remotely managed via the LAN or the Internet
• content at different locations can be updated and centrally scheduled via a Content Management Server
• information to customers can be targeted at different times of the day

The benefits of digital signage players are endless, and it’s up to the retail business to start realising the ROI and urgently make the switch from DVD players to Digital signage player NOW.

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Category: Digital Signage Blog Info

In the past several years, there has been a significant growth in the digital signage industry and this growth has meant that large hardware and software organisations are making their mark in the Digital Signage industry. Large organisations such as Sony, NEC, Cisco, Google and Microsoft have already made their move and many other companies are following their footsteps. This sudden change has been a result in the technological advancement in digital media, computers, infrastructure and technology.

With the increasing demand for retail businesses to get noticed, it has meant screen companies are developing bigger and better screens.

NEC has recently launched their massive 65 inch MultiSync Full HD LCD Screen (LCD6520).

Sony also released their first 52-inch Full HD LCD Screen (GXD-L52H1) at a similar time.

For many digital signage network operators and advertisers, screen size does matter. The bigger the screens, the more your content will likely get noticed. The more your screen gets noticed, the more advertisers will be interested to add their content onto your network. More advertisers, means more money.

Now, whilst screen companies are building bigger screens, digital signage manufacturers are doing quite the opposite and are developing smaller players. There are many embedded players out in the market that are actually smaller than an A4 piece of paper. In this case, does size matter? For the majority of small retail shopfronts, “YES”, size does matter. The advantage of having a smaller sized player is that they can be located almost anywhere and won’t take up a lot of room. In some retails stores, having smaller sized digital signage players eleviate the issues of space, location, power costs and the likelihood of being noticed by thieves.

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Category: Digital Signage Blog Info