Digital signage is a screen that showcases webpages, videos, instructions, restaurant menus, marketing messages, and digital photographs. Small and large companies use these devices to display information and interact with customers.
Digital signage can include the following:
- LED displays
- Projectors
- LCD monitors
However, this form of electronic signage encompasses far more than simply the hardware. The responsibilities, functions, and technological capabilities of today's digital signage must all be considered when choosing your display.
Benefits of Digital Signage Systems
The advantages of a digital signage system are numerous and diverse. You can obtain various benefits depending on how you utilize the space:
- Reduced perceived wait time: Placing signs in customer or client waiting areas provides entertainment, which helps to reduce perceived wait times.
- Improved customer and employee communication: People absorb and retain information presented via images better than information conveyed through words. When essential information is delivered via digital signage technology, customers and employees are more likely to remember it.
- Increased income: Digital signage may help a business boost revenue by sharing discounts and specials, showcasing products and services, and using additional signage space to advertise for non-competing firms.
- Easy content management: For companies that regularly alter their service offerings or menu items, digital signage offers a cost-effective option to quickly update information.
- Sleek and modern sppearance: When you use digital signage boards in your business, you show consumers that you care about staying current with technology and offering the finest tools to assist them.
Consider your goals (increase sales, improve customer happiness, etc.) before choosing which type of digital signage display can help you achieve them.
Types of Digital Signage Displays
Understanding digital signage allows you to improve customer service, showcase promotions, and increase brand awareness. You can use digital signage boards to display public information, communicate internally, or provide product information. It's a practical approach to influence client behavior and decision-making while also improving customer experiences with interactive screens. They are commonly found in the following places:
- Public and transportation areas
- Museums
- Stadiums
- Storefronts
- Hotels
- Restaurants
- Corporate facilities
Examples of Digital Signage Use
San Diego Humane Society used digital signage software in the organization’s adoption centers. The signs include information about volunteer opportunities and fundraising campaigns. The signs also provide real-time updates on constantly changing information, including animal adoptions.
A noodle shop in Thailand used digital signage displays to showcase photos of their dishes. For people who were new to the restaurant, these images could help them understand what dishes might be right for them (and which they might avoid). Their sales increased as a result.
A city in Idaho used digital signage to showcase images from their events. They also used signage to help people learn about upcoming events, meetings, and classes. Since those calendar dates changed often, digital signs ensured that the city always provided accurate information.
The applicability and versatility of digital signage is endless, with wayfinding, exhibits, marketing, and outdoor advertising being some of the most common services provided.
Bringing Digital Signage Solutions to Your Business
In order to take advantage of this tool, it’s important to understand it fully. Digital signage is comprised of three primary components:
Hardware
Digital signage is more than just a screen that shows pre-programmed material at specific times. Industries, producers, and service providers have the option to choose from a wide range of hardware alternatives to achieve their objectives. Even non-technical teams may adopt current technology with little effort and experience thanks to cutting-edge software solutions. You can find digital signage displays in various forms, from large multi-touch screen systems to small, inexpensive smart displays.
This table can help you understand your digital signage hardware options:
Software
Digital signage software is typically divided into four key components:
- Software installed on a media player (or within a display)
- Content management/distribution software
- Device management software
- Content development software
Content
What is digital signage’s most important component? You guessed it: the content. Subscription-based content that delivers continually updated material is typically considered the most critical aspect of digital signage. The majority of digital signage software firms refer to themselves as a Content Management System (CMS). The capacity to upload and organize material, organize the content into a playback technique (think playlists), establish rules and constraints surrounding playback, and disseminate the content to a media player or groups of media players is generally provided by CMS businesses.
Streamlined, brand-focused content allows consumers to recognize your brand and create a pleasant space to purchase goods or dine. Throughout the various sources of digital signage content, music is one of the most under-utilized advantages for creating brand recognition. Music plays a vital role in the media signage arena by establishing a positive mood in every shop, gym, spa, or restaurant.
What Businesses Benefit Most From Digital Signage?
Almost any business can benefit from digital signage, but businesses with a physical location benefit the most. Having a bright digital sign out in the world suggests that your company also has a tangible presence and your customers can find you nearby.
Organizations and businesses that benefit from digital signage include:
- Theater companies with updated season information and premiere dates
- Movie and television theaters and production companies with new releases
- Boutique clothing stores and shops with sales information
- Bars, restaurants, cafes, and pubs with rotating menus
- Public transportation with important schedule updates
- Telecommunications companies with new phone or internet plans
- Sports teams and stadiums with wins or updated game information
- Healthcare companies with updated health and safety information
- Schools with information about breaks or enrollment opportunities
- Real estate companies with new sales or rentals
Where Can I Purchase Digital Signage?
There are many options for getting digital signage, depending on where your signs will be located, how many you need, and whether they will be two-tone or full color. More companies are getting into the digital signage game. Some are dedicated specifically to creating alluring digital signs, while others are larger telecoms companies with this as an additional offer.
Here are some of the top digital signage providers:
- AT&T Signage Solutions: One of the oldest and largest telecommunications companies, AT&T understands the importance of clear communication. Digital signage sends vibrant, succinct messages to customers, coworkers, and simple passersby.
- ScreenCloud: A dedicated digital signage provider, ScreenCloud allows you to use nearly any digital display, from mobile phones and computer screens to larger outdoor signs, to show off your brand and find new customers.
- Stratacache: This is a company dedicated to every stage of the digital signage process, from creating the initial vision to managing long-term advertisement in the real world.
The Costs of Digital Signage
You may wonder about the overall cost of digital signage since it takes much more than just a software program to implement it. The sign and information must be designed with a professional layout, you must pay for a certain number of advertisements, and you must purchase or rent hardware like screens to display these signs. Each step can add money to the overall total price.
Companies specializing in digital signage will quote you a unique price based on your individual needs, but this might cost more than you anticipate. Such a company might include hidden costs like music rights, photoshoot costs, and even redesigning a logo. You may not need all these options, as you have access to your own music streaming and sonic branding.
Companies like Pandora CloudCover can facilitate coordination between digital signage companies and streaming music you love.
What the ROI of Digital Signage?
Return on investment (ROI) is a key metric that can justify the cost of your digital signage. There are several ways you can determine this number for your bosses and investors.
Start by calculating all of the costs involved with your digital signage, such as your sign purchase price, installation fees, and staff time to maintain the content.
Next, measure the benefits associated with your signs, such as the following:
- Increased revenue in areas where the signs appear
- Decreased costs associated with printing and other manual tasks the signs replace
- Revenue generated from ads or other promotional content shared on the signs
You can also factor in metrics such as brand awareness and dwell time. They may not be associated with hard profits, but they could bring your company long-term benefits, such as increased customer loyalty.
You’ll know your signs are working when the benefits of your signs are larger than the costs associated with deploying them. If you’re not getting the ROI you expected, consider altering the content you share to ensure you’re making the most of your signage opportunity.
Digital Signage Content Best Practices
The ideal content for a digital sign is deeply dependent on the business. For example, a restaurant might highlight images of food, while a clothing store could display current sales or discounts. However, a few best practices apply to almost any setting.
Digital signage content should follow these best practices:
- Keep the content short. Concise messages work better than long ones. Don’t share more than one message per slide or screen.
- Make things legible. Ensure that any text can be read quickly without things like italics or knockouts.
- Ensure photos are engaging. Your images should be sharp and dynamic, not blurry or pixelated.
- Tailor the message. Your content should be designed with your ideal audience in mind.
- Update regularly. Your content should reflect your current products and promotions. If things are out of date, people won’t trust your signs.
Test your content regularly and ensure it’s working as you intended. If it’s not getting the results you want, mix things up.
How Pandora CloudCover Can Improve Your Business
When was the last time you entered a business that wasn’t playing music? Music is an integral part of the consumer experience, whether it’s playing from a loudspeaker or via a digital sign. At Pandora CloudCover, we offer this crucial part of the digital signage solution. While you're using a centralized piece of software to handle your music, you can also use it to collect statistics on the impact of music in your businesses.
To keep your consumers comfortable, connect your sales data to which playlists were played and use the information to construct even more sophisticated playlists for the future. We have a one-of-a-kind strategy and business model focused solely on cloud-based infrastructure for digital signage networks. Contact us today to see how our solutions can grow your business.
Frequently Asked Questions
What is digital signage?
The concept of “digital signage” covers a broad range of brightly lit, engaging displays that give customers information about your business, improve communications within your office, or provide interactive menus so users can get products or services they need.
What are the types of digital signage?
Digital signage is becoming much more common, and you may find it at your ATM, bus stop, movie theater, restaurant, or corporate event.
How can I get digital signage?
Digital signage is an increasingly important option for several types of communications. Many dedicated companies can help you design and implement these signs, or you can search for larger companies that may offer digital signage as part of a package with other forms of advertising, telecommunications, or corporate networks.