Digital Signage

The term Digital Signage ( German: Digital Signage ) describes the use of digital media content for advertising and information systems such as electronic billboards, electronic traffic signs, advertising in shops ( Instore Marketing), digital door signs or large-scale projections.

Generally

The term " digital signage " is often mistakenly been used when using plasma or LCD screens or other suitable display devices (such as projectors ) moving images are shown. Therefore, also the manufacturer of large screens and projectors, the outfitter of conference and exhibition technology and even TV stations called " digital signage provider".

In the actual sense crosslinked ( audio ) is what " digital signage " but visual information systems, whose contents can be either programmatically or manually compiled. But the need for a combination of presentation technology, playout hardware ( PC systems ), network connectivity, and software for playout, content management and network management. Is relatively new interactive digital signage. Here, a gesture control is combined with a digital signage screen, so that the viewer can choose their own content. However, the spread is not very large, as a gesture control without infrared is particularly necessary in the outdoors.

Digital Signage includes much more than just broadcast solutions, as presentation systems without network connection and an interactive kiosk systems without daily updates and regional content.

Typical areas of application

Digital signage is increasingly being used in public places. There advertising and information are displayed by means of electronic tickers and digital posters. At railway stations and airports, the electronic display of arrival and departure times, delays, etc. is already longer common. In metros can be displayed target audience advertising for the time. Even in hotels, large markets and shops is more and more digital signage for use ( in-store TV ). In the corporate arena, we are increasingly self-marketing ( for example, by company TV for employees) or for production information in workshops (see below ) are used.

Also publishers use Digital signage to place at well-attended locations ( shopping malls, gyms, banks) messages and advertising. The content can be adapted to target groups. The combination of event listings, local weather information and news promises to attract more attention from customers than purely static advertising displays.

One of the oldest and largest digital signage networks in Germany is the " Berliner Fenster ". Since 2000, it is shown to over 3700 dual monitors in over 1100 cars on the entire route network of the Berlin U -Bahn for daily over 1.7 million passengers. Are sent in addition to news and magazine programs a variety of different event tips that reflect the current cultural life of the metropolis. The business model is based on the marketing of advertising time slots within the editorial content.

Technology

The content must be edited in most cases. This is often resorted to the work of agencies that provide content or working with content management systems, where employees maintain the content on site. Generally, it is crucial that the respective contents can be adapted to the intended Ausspielorte. The digitally reprocessed media content such as video clips, images, texts, sounds, presentations, TV, etc. are then eg Point of Sale (POS ) or Point of Information (POI) played.

The central management and the transfer to the creation of content ( content management ) take specialized computer programs in modern systems. The digital content is usually distributed by means of a TCP / IP connection on the client PC. In addition to conventional computers usually fanless thin clients are used. The data can, if there is no TCP / IP connection is available via CD, DVD, or USB flash drive or Compact Flash cards are played on the terminal.

Benefit

The main argument of providers of digital signage systems is the cost savings. In conventional signs and posters (Paper Signage ) fall every time the contents of costs because the sign changed, or the poster has to be pasted. With digital signage, the changed contents are recorded electronically virtually no additional cost. Contrast, however, are usually high cost of the electronic displays and the technology behind it, as well as electricity costs for ongoing operations. Due to the falling prices of LCD and plasma screens digital signage is increasingly cost-effective.

Moreover, the timeliness of the content is another argument. The content can be changed very quickly. Because giving, for example, to different clients and in the morning other content are shown when the housewives and men shopping, as in the early evening, when the singles are traveling in the same business.

Application Examples

Digital Signage in schools - as a digital representation plan

The agency plans in many schools are so far out still hangs in the old way on paper. This is no longer appropriate and the cost is correspondingly high. A change in the plan, only copies must be printed it and these are hung also in various places. This situation can create a display system is centrally controlled and the representation plan at various points within the school building currently indicates. There will always be shown the plans for the current day or the next school day. The plan representation is then shown, for example at the entrance of the school, or in the staff room up to date. Also long tables are no problem, they are automatically shortened and by glare so all data for one day will be displayed.

Digital Signage in Hospitals

A classic application possibility for digital signage TV is in hospitals. The content (content) are transferred directly to the TV in the patient's room, from editors to the in-house intranet.

As content about meal plans, webcam images, schedule and events, corporate films and the like come into question. It is also possible to record a live event, with a camera crew during the event picture and sound transfers in the patient's room.

Digital Signage for production data

Another field of application is the visualization of production data in manufacturing facilities. This allows current quantities or information about the desired and actual state can be reproduced. The employees in factories or on treadmills are always informed about the current state of production. The old way of transfer of production data on boards with marker or chalk a thing of the past. The high brightness and wide viewing angles of plasma or TFT monitors ensure optimum dissemination of information required. In case of emergency warnings concerning faults can be displayed immediately.

Digital Signage in malls

In more and more shopping malls extensive digital signage systems are used. Such retail centers are just like department stores, the predestined example of the use of digital signage. Starting with the customer guide ( " which I think is where? " ) To the presentation of new products. The time on escalator, in the elevator or on the way to the desired department is shortened with videos - combined with effective advertising. Areas of use of digital signage in the center field, for example to use digital displays as signs to show commercials of retailers and their suppliers to announce events or to place self-promotion of the center.

Economic dimensions for digital signage as an advertising medium

In the study, "Digital Signage in Europe - The opportunities for digital out -of-home advertising" ( 2008), predicts that the net advertising revenue with digital outdoor advertising from 2008 to 2012 is nearly triple, from about 220 million euros in 2008 to over 630 million euros in 2012. This corresponds to a growth of the market for digital outdoor advertising in Western Europe by around 29 percent annually. With approximately four percent ( 2008), the share of digital outdoor advertising in the total out- of-home advertising market in Western Europe is still low. By 2012, this value is to rise to around ten percent.

In 2007 there were in Western Europe, according to a study already around 215,000 public screens on which advertising messages were presented. Total sales for the Western European digital signage market ( including hardware, services and advertising revenues ) in 2007 amounted to over 600 million euros. Digital outdoor advertising has the potential to play a serious role in the media mix by 2012.