Digital Signage: Changing the way of Brand Building
A digital signage is a medium of advertising which is gaining popularity worldwide. Commonly referred to as out of home advertising, this process is preferred over the traditional static means of advertising as it has more return on investment. It reaches out to a more global audience and can target specific people at specific locations and that too in real time. The drawbacks associated with print media in regards to updating of content are overcome by using this technology. It allows quick content updation, providing complete control over content along with flexibility and that too without additional investment. Offering the opportunity to increase sales and generating more revenue, the digital signage technology helps in by brand building by influencing customers' behavior and enhancing the customer experience.
Electronic displays like Video Walls, LCD or Plasma display, Multimedia Kiosks and Projectors are used to display the content which can be in the form of images, text, multimedia, video, animations etc. Software which is used in this technology is compatible with all industry standard file formats, such as Flash files, Video, HTML, QuickTime, Microsoft Office, and JPG and the delivery of the content is done using standard TCP/IP protocols. A thorough understanding of the network and bandwidth availability is essential in order for successful deployment of this signage solution.
The hardware, content and software combined together comprise the Digital Signage Solution. While some solutions are stand alone and can be plugged into existing television sets and played others allow the users to create customized content that includes video and audio through a computer program. Before deployment of any solution, it is important to check whether it has the capacity to accommodate growth irrespective of how diverse or complex the future requirements may be. The system should be able to operate on the network without affecting normal operations. Updation of content can be done either manually as needed, through a scheduling system or by linking it to an outside feed. Most of the Digital signage solutions available in the market today are built on Microsoft Windows technology and do not require any proprietary hardware.
Digital Signage technology is not only used in advertising but is also used as a means of relaying information in the travel, financial, educational and health care domain. Banks, supermarkets, airports, bus, train and air terminals, cinema halls and hospitals are all places where one can see displays operating on this technology.
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