What Is Digital Signage and How Can It Help Brands?

In this rapidly evolving world of retail, modern customers now expect more from brands than ever. Instead of traditional ways of marketing and branding, they now prefer personalized digital content that satisfies their needs. Due to this, retail giants have started ditching traditional billboards and signs. Instead, they now embrace interactive and large scale digital signage.

But because it is a new concept, various small and medium sized retail brands are now aware of what digital signage is and how they can use it to their advantage.

Through the medium of this article, we will not only answer these two very common questions but will also provide other information as well. Hence, let us begin with it without any delays.

What is Digital Signage?

As the name suggests, it is a digital board that utilizes electronic screens, including LCD, LED, or OLED displays, to present the viewer with dynamic multimedia content. A digital signage can be used for displaying texts, videos, and interactive media in order to advertise a brand, communicate the message, or share specific information to specific audience. Unlike traditional signage, digital signage can be updated quickly and remotely, further offering brands complete flexibility and control over messaging.

Components of a digital signage:

A digital sign contains three major components:

1. Hardware: This includes the screens, media players, and mounts that are used to display the content.

2. Software: A content management system (CMS) that allows brands to create and schedule the content and manage the displays.

3. Content: The media that is being presented on the screen is indeed the most important component of digital signage.

How Digital Signage Works?

The basic process is very simple and straightforward:

● A brand creates personalized content using a content management system.

● The same content is then sent to the media players that are connected to the displays.

● The installed screen displays the content according to the schedule set by the brand.

As already mentioned, this is the basic process. However, depending on the requirements of the situation, brands can also make instant changes to their digital signs. For example, airports keep on changing the content displayed on digital signs to update customers about flight information and gate changes.

Different Types of Digital Signage

Depending on their goal, a brand can choose from a huge variety of digital signs, including:

1. Promotional displays: Used to showcase advertisements, offers, new arrivals, etc.

2. Menu boards: Restaurants and food brands generally utilize digital menus to instantly update pricing or items.

3. Wayfinding: Malls, hospitals, or campuses use digital maps to guide visitors to navigate large spaces.

4. Informative screens: They are used to share informative data and other important updates.

Advantages of Digital Signage for Brands

In this section, we will find out why investing in digital signage is worth it for your business.

1. Captures attention: Bright visual content automatically appeal to the eyeballs of users. This will result in increased brand visibility and boosted customer engagement.

2. Enhances Customer Experience: Digital signage adds professionalism to the method of displaying messages and provides convenience to the customers.

3. Boosts Sales and Promotions: Unlike traditional signs, brands can conveniently highlight discounts or promote limited offers in real time using digital signs. This will eventually result in boosted sales and profitability.

4. Saves Time and Money: Traditional boards are not as expensive as digital signs. But, if a brand changes it on a regular basis due to different reasons like new launches, price drops, it will have to incur hefty expenses. On the other hand, digital signs might be costly at first, but they will eliminate recurring costs by allowing regular updates with just a click.

5. Provides Flexibility: Brands that opt for digital signage can tailor the content at any time of the day, location, etc. This flexibility is clearly unavailable in the case of static billboards.

How can brands get started with digital signage?

Here are some steps that a brand can consider when planning for digital signage installation.

1. Define Your Goals: In order to achieve successful results, it is extremely crucial to determine clear goals, as this will help you shape your strategy.

2. Choose the Right Hardware: Opt for displays that don’t just suit your budget but are also perfect for your space.

3. Select Software: Opt for a good content management system that is easy to use and offers all the required features, including scheduling content and remote updates.

4. Plan Your Content: In order to make the most out of your digital signage, it is crucial for brands to display high quality visuals and personalized messages. Doing this will help them make a powerful impact.

Pro tip: For the best results, brands can also hire a reputable signage installation company. This will lead to systematic and strategic placements that directly appeal to the eyeballs of visitors.

Final words

Digital signage is more than just a modern replacement of OOH advertising. Instead, it is a versatile communication tool that can completely revolutionize how brands connect with their existing and potential customers.

If brands offer their target customers with dynamic and visually engaging content through digital signs, they can attract eyeballs, enhance user experience, and provide measurable results.