What is a Digital Signage Anyways?

Digital signage is a sub section of signage, a broad category that encompasses the use of signs to communicate messages of all types to people in the area or passing by the sign. Digital signage uses displays such as LCD, LED and projections to display content.

What is the Purpose of Digital Signage?

There are varying reasons digital signage is used in public areas. It could be to display public information such as weather, internal information such as airports displaying flight times, advertising, brand building, to make reservations at a restaurant, and overall just to enhance customer experience.

What Does That Have to do With Advertising My Business?

In the advertising world, digital signage is lumped into a category called digital-out-of-home (DOOH) advertising. You’ll often hear or read articles that have them used somewhat interchangeably. DOOH refers to any dynamic media distributed across placed-based networks which can include coffee shops, bars, shopping malls, restaurants, health clubs, colleges, arenas, gas stations, or really any public space. Thinking about your day and the places you go, you likely run across digital signage in one form or another multiple times within a day.

What Types of Advertisements Can be Run on Digital Signage?

A better question here may be what types of advertisements cannot be run on digital signage. The flexibility of digital signage is one of the main driving factors why it is one of the fasting growing forms of advertising. It allows businesses and marketers to get really creative and show their business in a new light and ultimately set themselves apart from their competition.

Digital signage allows brands an easy and flexible solution to deliver digital images, video, streaming media, websites, data, text or social media. The possibilities really are limited by one’s imagination. Different ads can be run at different times of day, week or month to target a different demographic or simply to test new messaging. It also allows for advertisements and messing to be changes very quickly to avoid going stale.

Do People Actually use Digital Signage for Advertising?

Advertising on digital signage was once considered a novelty in the advertising world, however, over the last decade it has grown rapidly and developed into a core media buy for advertisers. It is now universally recognized as a highly potent and cost effective form of advertising. In fact, the global digital signage market is expected to grow at a compound annual growth rate of 8.21 percent from 2017 to 2022 with digital-out-of-home ad spend overtaking traditional in the year 2020.

Is Advertising on Digital Signage Effective?

A previous study by Arbitron showed that 70 percent of Americans recall seeing a digital signage display within the past month. Moreover, 47 percent of those that saw the sign specifically recall seeing an ad on the display, almost half!

Additionally, it’s also a great way to raise brand awareness as studies have shown that of the people who saw a digital ad on digital signage, 55 percent recall seeing the specific message.

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