Today we are going to talk about what is digital signage and what are its advantages. The era of technology has made some of the traditional advertising formats obsolete, making digital signace a special protagonist in the marketing world.
The billboards with advertising that are usually seen on roads and high areas of the city are being replaced by what is known as the new digital signage, multimedia signage (or digital signage).
Advertising on digital screens crosses borders and it is already common to see it outdoors. This is a digital signage and there are more and more companies specialized in this area. So let’s go a little deeper to know what this powerful tool is.
What is digital signage?
Basically, digital signage is the advertising format that is characterized by broadcasting digital content on external devices. They can be screens placed in places of interest, projectors, or touch panels, among others.
They are usually found at the point of sale or public places and its objective is to show the products of companies.
Digital signage manages to unify the offline and online world by combining the advantages offered by digital advertising and traditional outdoor advertising. There are two types of digital signage: outdoor and indoor.
Outdoor digital signage
They are those that take advantage of places of great affluence to show messages. For example, they can be the facade of a building, transport stations (trains, buses, subways), roads, etc.
They offer high visibility and high impact possibilities, but outdoor signage usually involves a high investment.
Indoor digital signage
These projects seek more direct contact with the consumer, through smaller screens that prioritize interactivity.
They require a lower investment but the impact is also potentially lower. However, it is also more direct and favors conversion, since the consumer can usually access it from the point of sale itself.
What are the advantages of using digital signage?
- Dynamic digital signage allows the presentation of ads to be improved, as well as updated, without the need to change the physical medium.
- Over time, multimedia signage has reduced its costs. Large and small companies can enjoy its benefits.
- The segmentation of messages can be alternated while other types of content are played. They allow capturing the attention of the public without being aggressive.
- Dynamic digital marketing has the ability to deliver messages in real-time. This way, users are always informed. Ideal for points of sale.
- Advertising messages are more entertaining, thanks to dynamic images and high-definition sound. Advertising becomes part of the entertainment content. This facilitates its diffusion.
- It contributes to the environment.
Aspects to take into account when launching outdoor signage campaigns
When a company decides to invest in this dynamic digital marketing must take into account several aspects.
First, it must have at least one screen, a player, the visual content itself that you want to display, and the software to manage the content. The available tools provide the necessary flexibility to reach the number of screens you want, even overcoming geographical limitations.
It is the hardware itself where the content will be displayed. It will consist of screens, projectors, advertising monitors, LCDs, etc. There is no better or worse, and there are constant technological improvements that open the door to new possibilities.
For example, in outdoor digital signage, it will be necessary to take into account the weather conditions or the level of brightness if it receives direct sunlight.
We can find professional monitors, which in general terms is like a TV screen or PC monitor but ready to operate 24 hours a day. There are also LED screens (not backlit, like televisions, but those composed of LED diodes) whose advantage is their modularity. They are very suitable for outdoor use due to their resistance and versatility.
Other types of screens are video walls (several monitors grouped together that provide great definition up close) or digital totems. The integrated screens of the latter are perfect for street marketing, the aisles of a shopping mall, or interactive information points.
This is the device that links the display to the content management software. A player can control a single screen or several screens at the same time. It will depend on the software and the needs of each individual.
These are special programs designed for the creation of information circuits (BroadSign, NEC MultiSync 4215, etc). The software for advertising on screens will allow, among other things, to manage the contents and the screens themselves remotely. There is a great variety, and they make constant use of innovations in technology.
Hospitality and tourism, corporate communication and health and wellness companies take advantage, on a daily basis, of the benefits of knowing how to correctly manage the right content for the dynamic audiovisual format. Their brand image is benefited and valued by viewers.
But do not make the mistake of thinking that the initial visual impact of a screen will be enough. Investing in digital signage is a big decision and must be accompanied by a content strategy to match.
It is not enough to enable image slideshows, in the style of a presentation, for example. It is an innovative medium that has its own premises and idiosyncrasy. It must combine effective and entertaining messages with a clear objective. Otherwise, it will be nothing more than a lifelong poster.