Digital Signage

In the early days of baseball, someone had to change the score board manually. Later boards were replaced with light bulbs, and scores were changed remotely. Today, digital scoreboards display scores, pictures, instant replays, statistics, and advertisements.

One of the earliest examples of digital signage is the stock exchange board with its constantly-updated information that influences buying and selling at a rapid pace.

As an informational tool, digital signage keeps people informed whether they are arriving at a convention, standing in line at the post office, or riding on the subway. It offers capabilities in the public safety area to notify people of local and national alerts.

Broadcasters use rolling digital signage at the bottom of TV screens to report breaking news and stock information. Businesses use flat screens in waiting areas to show news and informational videos about their company.

As an advertising tool, digital signage opens the door to many creative ways to promote products or services.

Retail stores use digital signage to advertise products at the point of purchase creating an enhanced shopping experience and promoting purchases. Grocery stores show a cooking demonstration video on a flat screen and display the ingredients for purchase nearby.

Additional uses for digital signage include putting flat screens in company common areas to keep employees informed, advertising car dealership sales on outdoor digital billboards, and directing people to meeting rooms and facilities in hotels.

The cost for digital signage varies with the type of medium used. Televisions showing videos using a basic loop are easy to operate and cost effective because of the decreasing price of flat screens.

Digital signage using a remote computer is pricier because it is controlled by a computer staff. Initial start up expenses for signage equipment, computers, software, and graphic design can be cost prohibitive for some businesses, but this may be changing.

The price for digital signage is coming down rapidly just like the price of computers,” says one industry sales rep. “If you priced it last year, you may want to go back and get another price this year as you might be surprised at the change in cost and features,” he said.

One way to gain return on investment for digital signage is to sell advertising. Malls make money advertising clothing and other products using large flat screens in high traffic areas. Colleges can advertise MP3 players on digital signage that also informs students about registration.