Digital signage enables audio and visual content and messages to be displayed on a Plasma or LCD display. The content can be changed without modification to the display, typically with the goal of delivering targeted messages to specific locations at specific times.
The content displayed on digital signage screens can range from simple text and still images to full-motion video, with or without audio.
Digital signage is used for many different purposes:
1. Information – for example – flight information in airports and wait-times for the next train.
2. Advertising – for example in-store promotions in a retail establishment.
3. Advertising by Third Parties – "Digital Advertising Companies" that sell advertising space to local merchants/service providers, media resellers and national advertisers.
4. Enhanced Customer Experience – examples include digital signage in restaurant waiting areas to reduce perceived wait-time and recipe demonstrations in food stores.
5. Influencing Customer Behaviour – for example post office digital signage that directs customers waiting in line to automated stamp machines and retail digital signage designed to direct customers to different areas of the store, increasing the time spent on the store premises.
6. Brand Building – stores where digital signage in video form is used as a part of the store décor to build a story around the brand.
7. The Public Sector – for example use in school receptions to show information such as school football league results, parents evening times,
school outing photographs etc.
There are several advantages to the use of digital signs instead of paper signs. Digital signs can be updated at will by remote control while paper signs require individual replacement and physical travel to sign sites by personnel. Because digital signs require no paper or paint, they are more environmentally friendly than traditional signs. Digital signs can be animated and can deliver sound as well as visual content.