Digital Signs are sub-segments of the electronic nameplate. Digital displays use technologies such as LCD, LED, projection and e-paper to display digital images, videos, web pages, weather data, restaurant menus, or text. They can be found in public spaces, transportation systems, museums, stadiums, retail stores, hotels, restaurants and corporate buildings etc., to provide recordings, exhibits, marketing and outdoor advertising.
Video Digital signage
Definitions
Digital billboards are defined as "remote managed digital displays typically associated with sales, advertising, and marketing" or as "centrally managed and individually addressable electronic display networks for the appearance of text, animated or video messages for advertisements, information , entertainment and merchandising for targeted audiences ".
Maps Digital signage
Roles and functions
The enormous use of digital signals enables businesses to achieve various goals. Some of the most common applications include:
- Public information - news, weather, traffic and local (location-specific) information, such as creating directories with maps, fire exits, and travel information.
- Internal information - company messages, like health & amp; security items, news and so on.
- Product information - prices, photos, raw materials or ingredients, suggested apps, and other product information - are particularly useful in food marketing where the signboards may include nutritional facts or suggestions of use or recipe.
- Information to improve the customer service experience - interpretive signage at museums, galleries, zoos, parks and gardens, exhibitions, tours, and cultural attractions.
- Ads and Promotions - promote a product or service, perhaps related to the location of a sign or use the screensaver's reach for general advertising.
- Brand branding - the digital sign in the store to promote the brand and build brand identity.
- Affect customer behavior - navigate, redirect customers to different areas, increase "residence time" in store locations and various other uses in the service of that influence.
- Affects product or brand decision making - Signatures at point of sale designed to influence choice, e.g. Signage to help shoppers choose dresses in fashion stores or devices on computerized shopping carts helps customers find products, check prices, access product information, and manage shopping lists.
- Improve the customer experience - apps include reduced wait time in restaurant waiting areas and other retail operations, bank queues, and similar circumstances, as well as demonstrations, such as recipes at grocery stores, among other examples.
- Navigation - with interactive screens (on the floor, for example, like "information traces" found in some tourist attractions, museums, and the like) or by other means "dynamic journeys."
- Reservation - interactive small screens on walls or desks that allow employees to reserve space for a limited time and integrate with the resource scheduling space and platform.
Industry overview
More than 200 different companies around the world digital signage market solutions and the number is still growing. With the inclusion of digital signage providers, the digital signage market is expected to grow to $ 21.92 Billion USD by 2020, with CAGR of 8.04% from 2015 to 2020. The reason for this increase is due to increased demand by companies for the development of digital signage solutions, reduction of paper waste. Today, North America dominates the digital signage market and is expected to continue to dominate the market until 2020, with the US occupying the majority of market share. The Asia-Pacific region and Europe have shown promise, with Germany and Britain in Europe, and Japan and South Korea in the Asia Pacific region. These four countries are expected to have the highest growth rates by 2020.
Sector
Major market users of digital signage are restaurants, retailers, office buildings, state and local planning authorities, public transport services, and various industries.
Restaurants
The digital nameplate is used in the restaurant through an interactive menu screen that plays promotional offers. Restaurants use digital signage both indoors and outdoors, with the latter requiring a form of weather protection depending on the hardware component. The use of digital outdoor signage is the most common in drive-through that allows customers to browse through the menus at a glance while also placing their order with an interactive touch screen. Indoor digital signage is used for menu viewing. Before the integration of digital signage, the restaurant manually updated the cafeteria menu, which itself is a full-time job, especially if the menu is updated daily. With a digital nameplate, the restaurant does not have to manually update the menu feed, with menu feeds directly from the digital billboard solution. According to a survey conducted by fast food restaurants and casual restaurant operators, more than 20% of restaurant operators experience a 5% sales life after incorporating digital signage in their service sector.
Shopping center
Digital signage is widely used in shopping centers as directory form or map view. The use of digital signage includes kiosks looking for a way, allowing customers to find their way through interactive touch screens. Another use is to disseminate relevant information such as event schedules or campaigns. Digital signage can be used as an ad.
Campaign
Digital billboards are used during exhibitions or marketing events to attract the attention of passersby. Digital information boards aim to attract people to the event and enhance the visitor experience by creating an unforgettable experience. The exhibition uses digital signage to create a branding experience. The recent campaign promotes the release of The Emoji Movie using a digital information board kiosk to allow guests to interact with various emoji characters through outside and inside the party window.
Hospitality
The hotel industry uses digital signage to display important information in a convenient and visible location for all its patrons. The digital signage is able to function as a virtual concierge in the hotel and as entertainment for conferences during the waiting room. Digital billboards are also used in hotels as a form of search, to guide a large group of people for conferences to the right room. The digital nameplate is used to provide a simple method for updating the ever-changing information such as the expo information.
Movies
The digital nameplate is placed in the lobby, the concession stands and shows ads before the movie begins. It informs customers about other theater offers and scheduling, increases concession sales, and earns other revenue sources.
Digital content
Digital content is managed through view control software. The control software can be either stand-alone or integrated with hardware. New messages can be created from the inventory of audio, video, images, graphics, words and phrases collected in different combinations and permutations to generate new messages in real-time.
The digital content displayed on the nameplate is presented in one of the following formats:
- Text - Scrolling text. Either scrolling text, or updated text dynamically via an external Newsfeed source.
- Images - Scroll through images, usually in digital ad poster format
- Video - many display control systems use canned graphs and videos; however, special videos can be created by themselves or contracted by multiple sources.
- Interactive interface - Integration of signage with touch screen, beacon, sensor, RFID technology, to enable two-way communication with users. The interactive digital information boards help to engage users and can also help advertisers gain insight into customer behavior.
- The interface is aware of the context - Integration of marks with cameras, sensors, and software to monitor the surroundings and audiences, enables tagging to be updated according to audience profiles, weather conditions, or some other relevant external factors.
View control software
Because digital signage content may be updated frequently using control software and because of the interactive capabilities that are available through interfaces such as embedded touch screens, motion detection and image capture devices that enable these signage forms to reflect how users interact with them.
Digital audiovisual content (av) is reproduced on TV and the monitor displays a digital sign network from at least one media player (usually a small computer unit, but a DVD player and other types of media sources can also be used). A wide selection of hardware and software exists. These range from portable media players that can display slide JPG slides or MPEG-2 video loops to a network of players and servers that offer control over a company-wide or campus display in multiple locations from one location. The first is ideal for small group displays that can be updated via USB flash drive, SD card or CD-ROM. Another option is the use of D.A.N. (Digital Advertising Network) players connected directly to the monitor and to the internet, to a WAN (Wide Area Network), or to a LAN (Local Area Network). It allows end-users the ability to manage multiple D.A.N. players from any location. End users can create new ads or edit existing ads and then upload changes to D.A.N. via the Internet or other network options.
The API for some digital signage software enables a customized content management interface where end users can manage their content from a single location.
More sophisticated digital signage software enables content to be created automatically by the media player (computer) and server every minute by minute, combining real-time data, from news to weather, prices, transport schedules, etc., With content to produce content newest.
Personal digital content
One particular use of digital signage is for out-of-home advertising where video content, advertising, and/or messages are displayed on digital signs with the aim of delivering targeted messages, to specific locations and/or consumers, at any given time. This is often called "digital out of home" (DOOH).
Technology
Interactivity
Interactive digital signage allows end users to interact with digital content through touchscreens, body sensors or QR codes via smartphones.
Digital signs can interact with the phone using SMS and Bluetooth messages. SMS can be used to post messages on the screen, while Bluetooth allows users to interact directly with what they see on the screen. In addition to cellular interactivity, networks also use technology that integrates social and location-based social interactivity. This technology allows end users to upload photos and messages to social networks and text messages.
The widespread use of smart phones leads to the development of screen-smart interaction technology devices. This allows smartphone users to interact directly with a digital signage screen, for example, participating in polls, playing games, or sharing social network content.
Conscious-aware digital signals
The context-aware digital signage utilizes technologies such as sensors, cameras, beacons, RFID technology, software programs and network connectivity including the Internet of Things (IoT) to monitor the environment, process information and deliver promotional messages based on environmental cues. Many digital signage products include cameras and gather shoppers demographic data by estimating the age, gender and economic status of passers-by and using this information to update signage and to provide back-end analytics and shoppers' profiles.
Infrastructure equipment and network
Digital signs depend on various hardware to deliver content. Typical digital sign installation components include one or more display screens, one or more media players, and a content management server. Sometimes two or more of these components are present in one device but there is usually a screen display, media player, and content management server connected to the media player over the network. One content management server can support multiple media players and one media player can support multiple screens. A stand-alone digital signature device incorporates all three functions in a single device and requires no network connection. The digital signage media player runs on various operating systems including Windows, Linux, Android and iOS.
LCD and LED display
Displaying digital marks may be LCD or plasma screens, LED boards, projection screens or other emerging display types such as interactive surfaces or organic LED screens (OLEDs). The rapid decline in prices for large plasma and LCD screens has led to an increase in the number of digital sign installation. The array of displays is known as the video wall.
Display digital signage using a content management system and digital media distribution system that can run from personal computers and servers or regional/national media hosting providers. In many digital sign apps, content must be updated periodically to ensure that the correct message is being displayed. This can be done manually when and when needed, via a scheduling system, using data feeds from content providers (eg Canada Press, Data Call Technology, Bloomberg LP, Thomson Reuters, AHN), or internal data sources.
Each time the display, media player and content server are in a separate place, there is a need for an audio-video cable between the screen and the media player and between the media player and the content server. The connection of the media player to display is usually a VGA, DVI, HDMI or Component video connection. Sometimes these signals are distributed over Cat 5 cables using the transmitter and receiver baluns allowing for longer distances between the display and the player and the simplified cables. The connection from the media player to the content server is usually a wired Ethernet connection although some installations use the wireless Wifi network.
Other innovations
In 2018 three-dimensional screens (3D or no 3D glasses) such as Anaglyph and Autostereoscopy images, 'holographic displays', water screens and fog screens, and virtual reality (VR) are new technologies.
Market and apps
While the term "digital sign" has been launched, some companies and organizations use "narrowcasting", "media screens", "place-based media", "digital merchandising", "digital media networks", "digital out-of-home" or " network of captive viewers ". The digital signage was created in early 1992 when the video wall network at the UK Shopping Center was run by Neil Longuet-Higgins of ProQuip and the Center for Television Network referred to as a digital sign by a security guard. Longuet-Higgins became the first to use this term to promote industry. The American Outdoor Advertising Association (OAAA) defines digital billboards as "offering static messages that spin every few seconds with multiple advertisers sharing the same screen. This definition appears to be outdated.
China currently leads the world in the number of digitized display of digital sign. The Nielsen Report, Screen 4 Network Audience Report identifies that digital screens in the "fourth screen" category in the US generate over 237 million monthly exposures for people aged 18 and over. The report identifies Screenvision, NCM, Captivate, GSTV and IndoorDirect as one of the leading companies in the fourth screen category. In theaters, Screenvision, operates over 14,400 screens in US cinemas; GSTV (Gas Station TV), reportedly generates more than 32 million monthly digital display impressions. Nielsen estimates that 237 million of these exposions translate into more than half (54%) of the adult population who see place-based video ads during the measured period.
Standard
JPEG images and MPEG4 videos remain the dominant digital content format for the digital billboard industry. For interactive content, HTML5 and Unity3D are widely used because of their popularity among web developers and multimedia designers.
Other technologies are expected to improve the standardization and interoperability of the digital billboard industry, such as SMIL and POPAI. POPAI has released several digital mark standards to promote "interoperability between different providers".
See also
- Electronic signature
- Emergency communication system
- Kiosking software
- Outdoor ads
- Retail media
- The nameplate
References
External links
- Digital nameplate in Curlie (based on DMOZ)
Source of the article : Wikipedia
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