What is digital signage? How does it support your business?

Businesses must find inventive ways of marketing themselves and engaging their customers, even through their appearance. While fancy marketing, reaching out through social media and gathering analytics is a great way to connect with customers, it's crucial for businesses not to underestimate the power of an excellent old-fashioned sign. No, we're not talking about your standard 'open' and 'closed' sign here. 

Instead, we're discussing digital signage. Digital signage is a fantastic way businesses can harness display technology to meet their goals. Whether creating a sign with public information in mind, product marketing or even navigation, digital signage is the perfect way to use an eye-catching piece of technology to grab your customer's attention. 

But what is digital signage, how does it work, and where do we tend to see them? If you're unsure of any answers to these questions, you're in the right place.

To help, we've created this complete definitive guide that covers where you might see a digital sign, how digital signs can support your company and where you can find the right digital sign.

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What is digital signage?

Before we get into any specifics, let's discuss exactly what we mean when we talk about digital signage. Digital signage is an electronic sign that uses LCD, LED or projection technology to display digital images, video footage, stream website data, navigational information, and so much more. 

Typically, these digital signs are bright and eye-catching and used for marketing, advertising and informational purposes worldwide. Companies may use them to display video footage exclusively or combine video with text for more consumer engagement. 

Digital signage can form tourist attractions worldwide, with notable examples being Times Square in Manhattan or Picadilly Circus in London. 

We'll usually see digital signage used to advertise other companies or products using large text, colorful images, and engaging footage to reach target audiences.

 Digital signage is such a successful way of reaching consumers because they're so eye-catching that it's tough for consumers not to notice your sign. This leaves a lasting impression in their minds that is less forgettable than other forms of marketing and advertising. 

Where do we use digital signage? What types does it have? 

One of the best things about digital signage is its versatile uses. That means companies benefit from using digital signage in various locations, helping them facilitate several goals at once. To help you decide where you might use your digital sign, we've created this list below to show you all the ways you can use digital signage in your business: 

1. Sales

Of course, we commonly associate digital signage with marketing and advertising, but digital signage can be a powerful sales tool. Companies can use digital signage to display product information about new product launches or announce sales at their online or brick-and-mortar store. 

This engaging way of reaching the target audience drives traffic to these stores, significantly increasing footfall and sales figures. This helps sales teams gain a more comprehensive understanding of successful marketing tactics for future campaigns.


2. Corporate

Corporate teams can use digital signage systems to foster brand identity. These signs can help corporate teams decide how best to brand themselves and which customers respond to different types of branding. This helps inform future campaigns and direct the business towards making important identity decisions, such as building a company tone, creating content, and so much more.

3. Calendars & Event Schedules

Digital signage is beneficial for advertising events and building hype around corporate events. Companies can use digital signage to display important information about the events, such as times, dates and locations, and stream video footage from previous events to build interest in their customer base. 

4. Marketing

Marketing and advertising is the most common use for digital signage. Companies use LCD and LED screens to create bright, attractive video walls and signs promoting their company or product. These are particularly successful, as companies can get creative with their sign and generate new and exciting ways to increase the chances of striking in their consumer's minds.

For example, a company may use digital signage to reach their target audience by creating an advertising message with specific imaging and branding that appeals to that audience. 

Cities across the world make attractions out of advertising and marketing digital signage, as these signs tend to be so large that they draw in audiences from far and wide. This far-reaching marketing method can have significant positive impacts on company progression.


5. Emergency Messages

Digital signage can be especially useful for displaying important information about emergencies. Companies and public services may use digital signage to deliver instructions to large crowds or to indicate help points such as emergency rooms or police and fire stations in the event of an emergency. This is beneficial as digital signage can be very large, making it ideal for distributing important information to large numbers of people. 


6. Exhibit & Trade Shows

One of the core objectives of an exhibit or a trade show is to generate interest in a company or a specific product to drive sales or increase a customer base. A digital signage system is an innovative way to market your product or company during a trade show. 

A bright digital sign makes your stall stand out from the crowd and encourages visitors to visit your stall, generating more interest from potential partners and customers. Using digital signage at exhibits and trade shows can be particularly useful if you're exhibiting a technological product, as you can use a digital sign to stream demonstrations of the product to larger audiences. 

7. Education

While it may seem unconventional, using digital signage in education settings like university lecture theaters can be highly beneficial. This is an inventive way of distributing information that deviates from standard PowerPoint presentations, allowing lecturers to connect with larger audiences more engagingly and excitingly.

We can also use digital signage systems around campuses to distribute critical information, such as school announcements, to ensure all students receive valuable messages.


How can digital signage support your company?

Digital signage supports your company by being a versatile display option that fulfills several objectives in a single use. You can use digital signage in your office space to increase the efficient flow of information or in conferencing settings to unite both your in-person and virtual attendees.

To achieve greater productivity, you can also use digital signage to visualize your workflow processes in control rooms and industrial settings. Regardless of the application, digital signage is a valuable way to display personalized digital content with total ease, helping you establish a unique brand image.

How to find the right digital signage solution for your business? 

If you're considering implementing digital signage at your business, you must consider a few factors. These factors will help you make the best decision regarding your sign and ensure you secure a high-quality sign that meets your objectives and ensures you get your money's worth. 

To help you choose the best sign for your business, we've compiled the factors you need to consider before investing in a digital sign: 

The number of screens 

The first factor to consider when you're considering getting a digital sign for your company is the number of screens you'll need. How complex your screen will significantly affect your operation, and which secondary equipment you'll need to arrange your screens. 

For example, suppose you're considering using a large digital sign comprising multiple monitors. In that case, you may want to consider investing in video wall equipment to ensure you have comprehensive control over the layout, arrangement and video quality. 

Investing in a video wall controller, matrix switcher, or processor can help you take your digital sign to the next level and ensure you can remotely control your content. Deciding on the number of screens will ensure you understand what equipment you need to control the screen.

Matrix switcher

Content display type

The type of content you wish to display will help you decide on the type of digital sign and monitor type you'll buy. It's essential to base your buying decision on your content type, as some screens may be more conducive to specific displays. For example, suppose you use a digital sign to promote products and show images. You may consider buying an LED digital sign or video wall, as this screen type produces high-quality, bright images. 


Lastly, budget is a crucial consideration for your digital sign choice. This is because different digital signs come with different price points, specifically screens. LCD screens tend to be the cheapest at face value, so if you want an easily accessible digital sign for your company, this is a good option. 

However, you'll also need to consider the operational costs. LCD screens use more energy than LED alternatives, and they don't last as long as LED screens, so they may cost more in the long run. Although expensive up front, LED screens produce a high-quality image, use less energy and last longer, making them a sound investment for the long term.

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Final thoughts 

Digital signage is a great way to catch potential consumers' attention, market your company and boost your sales performance. However, a digital sign on its own won't capture your audience's attention. 

Only with engaging content powered by video wall technology will you be able to utilize the full power of your digital signage. Why not check out DEXON's comprehensive product list for video walls to find out which products you can use to take your digital sign to the next level?

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