Digital signage, is a way to reach a specific target audience through screens. Discover how digital signage can enhance your business and improve your communication with targeted content.
Digital signage definition
Digital signage is a powerful way to engage a specific audience using digital displays. In contrast to broadcasting, which is aimed at a broad audience (such as television and radio), digital signage is aimed at targeted communication. This means that relevant information is displayed at strategic locations, such as shops, offices and waiting rooms.
Digital signage is all about effectively conveying messages to the right target group, at the right time and in the right place. Digital signage allows you to easily share messages, offers or other important information with customers, visitors or employees. This can be done via various screens, such as a smart TV, information kiosk or a network of monitors. This ensures that your target group is always kept up to date with current and relevant content.
Benefits of a digital signage system
1. Targeted communication
With digital signage, you can tailor a specific message to your target group, leading to greater involvement and effectiveness.
2. Enhanced customer experience
Dynamic and visual content attracts more attention than static posters, improving the experience for customers and visitors.
3. Flexibility and real-time updates
Information can be easily and quickly modified via a cloud-based dashboard or platform, so you always show up-to-date information and relevant content.
4. Higher conversion
Targeted marketing messages can directly influence buying behavior, for example by displaying promotions and offers.
- 94% of people pay more attention to visual content than to text, making digital signage more effective than traditional text-based communication?
- 80% of brands that use digital signage see an increase in their sales of up to 33%.
- Digital displays get 400% more attention than static information.
Source: 100+ Proven ROI-Driven Digital Signage Statistics (2022)
Where is digital signage being used?
Digital signage can be applied in any sector. Here are some digital signage examples:
- Retail: In stores, digital signage screens are often placed at entrances or above certain products to attract attention. For instance, a clothing store may use these screens to showcase the latest collections or highlight special discounts. By placing the screens strategically, such as near the cash register or fitting rooms, you capture customers' attention at crucial moments. This placement encourages impulse buying and emphasizes promotions, maximizing the impact of your messaging and creating opportunities for increased engagement with shoppers during their journey through the store. Read more about digital signage for retail stores here.
- Corporate communications: Many companies utilize digital signage to enhance internal communication. It is particularly effective in areas such as company cafeterias, coffee corners, or hallways. These screens can display updates on the latest company news, team achievements, or upcoming meetings, ensuring employees stay informed without needing to constantly check their email. This method of communication is highly efficient across various industries, from office settings to manufacturing and logistics, offering a streamlined way to keep staff up-to-date and engaged with key organizational messages. Read more about corporate digital signage here.
- Healthcare: In healthcare settings, digital signage screens are frequently installed in waiting rooms within hospitals and clinics. These screens enable patients to access current health information, such as prevention tips and estimated wait times. Additionally, they can enjoy calming videos, making their waiting experience more pleasant. This technology enhances patient engagement and helps to alleviate anxiety during potentially stressful visits. Read more about digital signage for healthcare here.
Other applications
- Hospitality industry: Digital menu boards and entertainment
- Education: Announcements and timetable changes
- Gyms: Motivation and lesson schedules
- Real estate: Current housing offers and consultations
- Libraries: Events, book recommendations and opening hours
- Hotels: Welcome messages, services and local tips
- Production & logistics: Safety instructions and performance updates
Digital Signage vs. DOOH
The terms “digital signage” and “DOOH” (Digital Out-of-Home) are often used interchangeably, but there are differences:
- Digital signage: A broader term that encompasses all forms of digital screen communication, including advertisements, information and entertainment.
- DOOH (Digital Out-of-Home): Digital outdoor screen advertising aimed at a wide audience, such as billboards and screens at stations and in shopping centers.
How does digital signage work?
Digital signage uses screens to display targeted content. A small computer, connected to (or built into) the screen, receives the content via the digital signage CMS and sends it directly to the screen. The simplest, but outdated way to publish content is to put it on a USB stick and have the screen play the content from the USB stick. However, this is impractical, especially when you have to update multiple screens. Digital signage software offers an efficient solution for this. To use digital signage, you need the following components:
- Digital signage software: A cloud-based platform such as Bizplay that allows you to easily manage and publish content.
- Digital signage player: A device that plays the broadcast on the screens. This is often already built into the screen itself (think of a smart TV, for example).
- Hardware: The screens and therefore possibly the players.
- Content: Videos, images, news feeds and dynamic widgets such as the weather or social media updates.
How much does a digital signage system cost?
The cost of a digital signage system depends on various factors, such as the chosen software, hardware and implementation. Here is an overview of the costs:
- Software: Many digital signage solutions, such as Bizplay, work on the basis of a SaaS (Software as a Service) model and start from a fixed monthly amount, depending on the chosen package and the required functions.
- Hardware: The cost of the required hardware can vary, depending on the quality and type. A standard screen with a digital signage player can cost anywhere from a few hundred to thousands of euros, depending on the size and functionality of the equipment.
- License and maintenance: You can choose to install the system yourself, but if you hire a professional to set up and maintain the system, additional costs for licenses and maintenance may be incurred.
With a simple system and basic functionalities you can already achieve a lot without breaking the bank. Start small and scale up when necessary. With Bizplay you can start easily and cheaply with quality digital signage. Try Bizplay free for 14 days and scale up when necessary.
Want to get started with digital signage? Follow these steps
- Define your goal: What do you want to communicate and to whom?
- Choose the right software: Go for a user-friendly digital signage platform such as Bizplay.
- Select suitable screens: Choose the right size and location.
- Develop your content strategy: Make sure your content is visually appealing and relevant.
Read here how you can easily make your own digital signage in 5 steps.
Digital signage software as an all-in-one solution: Bizplay
The power of digital signage lies in the software. Bizplay is a fully web-based platform, allowing access from anywhere. Whether in the office, on the go, or working from home. With every computer, tablet or smartphone you can log in and start immediately.
Users can easily manage all aspects of their content through an intuitive dashboard, from creating and editing content to scheduling playlists and managing screens. You can quickly and easily add new images, videos, or messages and send them directly to your screens, as long as they are connected to the network/wifi. But digital signage goes a step further than just displaying images and videos. With convenient integrations, it can display real-time information like news (such as CNN.com and NYtimes.com) and weather forecasts, or even employee birthdays. These dynamic content options ensure that your communications are always relevant and up-to-date, without having to constantly update manually.
Whether it's one screen or hundreds of screens spread across multiple locations, Bizplay offers centralized control for efficient communication with target audiences. With just a few clicks, you effortlessly send the right information to the right place, at the right time. This makes it a complete solution for companies that want to communicate efficiently with their target group via screens.