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Digital signage: More attention with displays
At bus and train stops, in store windows and stores, or in the back of a cab - each of us has had contact with digital signage. In this article you will get the most important information about the format, the goals and the effectiveness. You'll also find practical examples and the opportunity to talk to our experts.
What is digital signage?
Digital signage is the combination of hardware and software components for playing digital information (content) such as audio, video and images on displays. Digital signage systems function stand-alone, but are usually used in multiple versions and are networked with each other. With the help of content management systems (CMS), the digital content is manually or automatically imported or updated and output on a display.
Digital signage goals
Digital signage goals
Digital signage comes in many forms and pursues a wide variety of goals:
- Inspiration, Information, Image
- Sales promotion, incentive for the purchase decision
- Advertising, brand communication
- Orientation, guidance
- Consulting, assistance
- Entertainment
Humans trust their basic instincts and react accordingly. If the eye registers a movement, we follow it. The attention is aroused. This makes moving images ideal for digital signage content. Once attention has been gained, the viewer can be addressed through an appealing design and specifically positioned content. This, together with flexibly controlled content adapted to target groups, makes digital signage a powerful, modern communication channel.
As an extension from the physical touchpoint to the digital world , there is no getting around this communication channel. On the smartphone, for example, a similar effect cannot be achieved because the screen is too small and the smartphone is not suitable for all applications.
Through the individual control of target group-specific content across all locations, digital signage can link to all existing and future touchpoints. Content does not necessarily have to be newly created for this channel, but merely prepared.
A content strategy is indispensable for successful implementation (which content should be played out where and when). This also applies to other existing or future communication channels.
What do I need for a digital signage installation?
Hardware
Screens, kiosk systems, network components, mounts, etc.
Procurement
Procurement of all required components with consideration of compatibility
Installation
From site selection to construction
Connectivity
Communication of screens with the content management system, e.g. Wi-Fi , mobile etc.
Content
The continuous creation and/or procurement of current and relevant content (content strategy)
Software
Control of the content and/or devices
Support and service
Content input, creation of program flows, etc. Hosting internally as well as externally possible
Why is the use of digital signage worthwhile?
Digital signage works! By measuring visual contacts or registering acoustic stimuli, the success of a digital signage measure can be ascertained. A study from 2015 showed that 83 percent of respondents had perceived the display of advertising on the digital displays and 50 percent had found them informative.
Looking exclusively at the effect of digital signage at the point of sale, even higher values were found in perception and information. 82 percent made visual contact with the digital POS advertising and of these, 57 percent showed interest in buying the product.
Advantages of digital signage at a glance
Plays out messages in real time based on location, context and target group (sensor technology)
Central playout with controllable depth of information
Infotainment/Gamification (90% higher recall rate due to interaction with digital signage content).
Intuitive interaction
Modern communication channel - future-proof solution
Customizability
Provides interfaces to databases of any type
Long-distance effect depending on the size of the display and positioning
Influence on purchase decision (70 % of all purchase decisions are first made at the POS)
Connects online and offline world
50 % of users trust "out of home" content more than other media
Success control/measurability
Collection of user data possible (DSGVO compliant)
No high resource expenditure for maintenance/updating necessary
Integration of marketing actions also possible at short notice
User-friendly software allows control even without a third party
Simple language adaptation possible
Link to other channels (website, social media, planning tool, virtual showroom, AR application, etc.)
QR codes allow the customer to easily get the info they need on their smartphone
High degree of attention due to topicality & interactivity
Worldwide networking
Cost effective operation
Integration of existing systems
Use of already existing content
Application example of digital signage for data collection
Probably the most common use case is in retail.
For the opening of a new store, for example, the aim is to achieve greater attention and interaction with customers by playing content based on interaction. In other words, information is played on the exact product you are holding in your hands at the moment.
In addition to the highly targeted playout of content on the display, data is generated from customer interaction on site - e.g. how often which product was viewed. This is made possible by linking digital signage systems and sensor technology.
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Personalanalysis, targeted consulting, coherent concepts. This is how digital signage becomes successful!
netzwerk P supports its customers through analysis, consulting and solutions.
Consulting
In the kick-off workshop we analyze your needs and give concrete recommendations for action
Concept
We advise, plan and analyze - the complete concept from a single source
Content production
We create professionally animated content from existing image material
Control
Your digital content is managed centrally and played out automatically
Analysis
All measures are measured - for continuous campaign optimization
Independence
We combine exactly the software and hardware you need - regardless of the manufacturer
The result is eye-catching digital signage solutions that offer real added value for a wide range of applications. Whether sales promotion or entertainment: the multimedia content can be played out based on location, context and target group, so that visitors, customers or employees are provided with the right information - in real time.
netzwerk P stands above all for independent consulting. We do not think in pigeonholes, but develop an individual solution for your challenge together with you.
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