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Redefine: What is digital signage?

Posted: January 19, 2009 at 2:05 pm   /   by   /   comments (0)

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…


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…


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…


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…


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…


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…


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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