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Digital Signage Evolution


Whether it’s in a hotel, shopping mall, airport or restaurant, digital signage continues to evolve by offering more than the traditional static message boards that we used see. Many years back, there was a common belief that online sales would replace brick-and-mortar selling. However that has not happened yet. As online business continue growing, but the value of an in-store experience is still as critical.

Digital signage has gone through several stages of evolution. Early signage focused on delivering information over a TV display. Digital signs could be updated quickly based on variables such as time of day and customized to a region or specific location.

Digital signage has advanced far beyond simply replacing posters with LCD screens into a core component of a sound retail strategy. Forward-looking retailers have linked their print, TV, billboard and Web messaging, created a social media presence, and put mobile solutions in place. Now, they are building digital in-store experiences, further driving the evolution of digital signage.

As prices of the development and equipment improved, the next evolution occurred. The introduction of interactivity turned the digital sign into video walls or kiosks which enabled retailers to provide a higher level of customer service. Now they had a dynamic and interactive option that could be deployed at their stores.

Last but not least, the consumer electronics industry started using digital signage as a customer engagement tool, making it central to the build customer experience. Now the digital in-store experience involves the shopper through mobile devices, by integrating social media and by creating an experience that entices the shopper into the retailer’s store.

Digital Signage is Everywhere

Whether you call it digital signage, digital place-based media, digital out-of-home or simply DOOH, the media is all around us.

Trouble is most consumers as well as many ad buyers and potential deployers don’t not realize it. People see it every day without grasping its presence and power.

Because  we believe a picture really is worth a thousand words, this infographic courtesy from digitalsignagetoday shows in a simple, easy-to-follow way, how digital signage really is everywhere, and how it can touch the average consumer multiple times throughout the course of her day. For instance, one Arbitron study shows that 70 percent of Americans are exposed to place-based video screens every month, and 52 percent are every week.

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Signage at the Cinema

For those who have attended a movie at the theater lately, you may have noticed a bit of change in the ambiance in the lobbies and hallways. Digital signage is quickly making it’s way into Hollywood with the introduction of digital media displays in theaters and cinemas. These venues are frequented by millions of Americans each year. In fact, the movie and entertainment industry is even larger in other parts of the world than it is here in the United States. With that being said, this post will delve into a few of the ways in which the cine can benefit from digital message boards.
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Essentials in Digital Signage Project Planning

The adage “if you fail to plan, you plan to fail” always works in digital out-of-home project deployments. Because there are so many different aspects of the project that require attention, there are often areas where things are left out or left undone which can significantly decrease the effectiveness of the sign network. Ensuring the displays are operating on all cylinders can often require the input of multiple creative and technical managers. I have put together five unrecognized essential elements in digital out of home project planning.
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