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.

A fashion store window with a digital signage element playing a fashion shoA fashion store window with a digital signage element playing a fashion showw

What do I need for a digital signage installation?

For a digital signage installation you need the following components:

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Screens, kiosk systems, network components, mounts, etc.

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From site selection to construction

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Communication of screens with the content management system, e.g. Wi-Fi , mobile etc.

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Procurement of all required components with consideration of compatibility

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The continuous creation and/or procurement of current and relevant content (content strategy)

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Support and service

Content input, creation of program flows, etc. Hosting internally as well as externally possible

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Control of the content and/or devices

An interior shot of a shopping mall from above, which is equipped with digital signage elements on several levels

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.

By individually controlling 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 essential for successful implementation (which content should be played out where and when). This also applies to other existing or future communication channels.

A person walks in front of a shop window with a big digital signage element, which points to a BIG BRRAND SALE, with brands like Adidas, Puma, Nike etc.

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 the 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.

A long exposure of a public square in a big city, on whose building numerous digital signage elements are placed

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 back 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.

A photo of a STIHL POS with digital signage elements that play appropriate content based on customer interactions.To the video and more information about it

Personal analysis, targeted consulting, coherent concepts.
This is how digital signage becomes successful!

netzwerk P supports its customers through analysis, consulting and solutions. We have summarized this combination as [nP]vision .

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Consulting - In the kick-off workshop we analyze your needs and give concrete recommendations for action

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Control - your digital content is managed centrally and played out automatically

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Content production - we create professionally animated content from existing image material

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Analysis - All measures are measured - for continuous campaign optimization

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Concept - We advise, plan and analyze - the complete concept from one source

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Independence - We combine exactly the software and hardware you need - independent of the manufacturer

With the help of [nP]vision, eye-catching digital signage solutions are created 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.

Our conclusion

When considering whether digital signage is the right channel, you can't ignore the customer. The most important thing is that there is added value for the target group. It's not about having another "clutter box" in the retail space that inconveniences more than inspires. Instead, it is important to play good content in the right context and to ensure with intuitive user guidance that customers enjoy using it and can derive added value for themselves.

A chai latte store whose offerings are digitally mapped on four screens

Digital signage: communication of the future 

Personalized messages on mobile devices are now a natural part of the communication mix. The next challenge is now to reach the target group offline and "out of home" at important touch points. At the same time, the demand for experience and entertainment in the communication of information is increasing. Digital displays with animated content offer great potential here for staging, interaction and image building - and real service and entertainment added value.

Download Infosheet now!
A screen showing a picture of a person in front of a digital signage stele

How [nP]vision moves our customers forward? - Like this, for example:

Interested? I look forward to your questions and exciting conversations about digital signage!

Kathrin Röben
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Our contact person around digital signage: Kathrin Röben