Digital Signage For The Beginner
Digital signage is an effective and cost effective method of marketing made possible by the development of flat screen TV devices such as LCD (Liquid Crystal Display) and plasma.
Because of the flatter design of LCD and plasmas they can be used in a similar way as traditional print media such as posters and bill boards but as digital signage devices can play moving images it means they are more eye-catching and engaging.
Digital signage is also flexible in that content can be altered remotely and screens can be networked allowing scheduled content to be played throughout different times of the day to match the needs of different promotions or audiences.
Where to place digital signage:
Digital signage can literally be placed anywhere that traditional print media has been placed. Even outdoor locations are good areas for digital advertising as more people will pass an outdoor digital signage poster or billboard in comparison to one inside a retail unit. Any outdoor digital signage has to be protected from the elements but waterproof LCD enclosures are readily available to do this.
In choosing locations for digital signage there is only really one rule of thumb and that is should be placed in the most visible location possible. Eye-level is best and in areas of high footfall which makes outdoor digital signage.
What you need for digital signage
Digital signage is relatively simple to set up although some technical knowledge is required to create and upload content however, a good rule of thumb is that if you can post a video online you are skilled enough to upload digital signage content. The basic hardware required for digital signage:
TV screen – Any standard LCD or plasma screen can be used for digital signage and any size too from small compact LCD screens used as digital menu boards to giant screen advertising in places like Piccadilly Circus or New York's Times Square.
Content – Perhaps the most important aspect of any digital signage campaign is the content. Various content creation software is available to make this easier or specialist companies can produce content for you
Media Player/Network – A device to upload and control the content is also needed for digital signage. This can be a small media player installed with the screen inside a digital signage enclosure or the screens can be networked together allowing you to upload content from a central hub and distribute to all screens.
Digital Signage Enclosure - Ensuring the device is protected and has adequate cooling is essential especially for outdoor digital signage where the LCD enclosure (or plasma) has to be waterproof to defend from the weather.
Questions and Answers
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TV screens are now being used for far more purposes than just home entertainment. Digital signage is a fast growing industry where LCD and plasma screens are being used for the displaying of advertising and branding messages.
There was a time where the only place you would find a television was in somebody's from room or perhaps in a bar or pub. Now TVs are being used almost everywhere for all sorts of reasons; from outdoor entertainment to digital advertising and signage.
Outdoor digital signage is a fast-growing new industry with potentially a lot larger audience capable of seeing the digital advertising campaign than in other forms of digital signage implementation.
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Being a new medium, digital signage can be a struggle to get to grips with. There are many common mistakes, pitfalls and must nots. However, outdoor digital signage is plagued with even more pitfalls and challenges making it almost a completely different industry.
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Taking a screen outdoors has many advantages, especially for advertisers. High footfall and audience numbers and the lack of other digital competition can make an outdoor digital signage campaign very rewarding.
Digital signage, once a novelty used by only a few advertising companies is now a mainstream form of promotion, branding and marketing with more and more screens appearing in all sorts of locations from retail stores, gas stations, bus terminals, airports and shopping malls.
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