Understanding the Basics of a Digital Signage System By Frank Lucer At Isnare.com Ezine Articles

We have spent a great deal of time talking about your digital signage network from the perspective of a venue owner, deployment manager, and system administrator. To that end, we've discussed measuring your ROI, screen placement, content production, and new trends in out-of-home media. It dawned on me that a few readers may be unfamiliar with the basics.

In this article, I'll start from the beginning and explain how a simple digital signage system works. I'll describe the process that ultimately streams the segments and loops from the content management software to the flat screens. We'll also take a brief look at the different applications of the technology and why it is far superior to traditional static media.

How A Digital Signage System Works

If you have ever stumbled upon a flat screen that displays dynamic content in a public or retail venue, you have witnessed out-of-home media firsthand. Technically, a setup that includes only a single flat panel and DVD player could be called "digital signage." That said, most of the installations performed today include multiple screens, media players, and servers, which combine to form a true network.

Once the content has been created, it is loaded into a centralized management system. This software might reside on a server that is managed in-house or it might be hosted by a third-party service. Whichever is the case, the segments and loops can be organized into playlists. Similar to a radio station that queues up songs, you can queue up segments within the content management software. You can establish rules regarding when and where each segment will run.

Those playlists are then distributed across the network; this can be accomplished through a local area network or an online connection. Each segment goes to its programmed destination and plays according to the schedule you created.

Different Ways To Use Out-Of-Home Media

Most people immediately think of retail environments when they consider the ways in which a digital signage network might be used. Indeed, deploying a network that targets shoppers is the most common application. The flat panels are often used in the retail space to trigger purchase decisions, increase brand awareness, and even to produce a relaxing shopping experience. But, there are other applications.

Digital signage is often used to distribute information. For example, you might observe the screens strategically placed within hospitals to provide directions to visitors. Or, you might see the displays within a museum, art gallery, or church to keep visitors informed about upcoming events. Airports and bus stations will also use them to list arrival and departure times. Increasingly, they're even being used in public venues to promote certain causes or influence the behaviors of visitors.

Going Beyond Static Media

Static media, while powerful in its own right, suffers from a number of limitations that do not hamper a digital signage network. For example, the static content cannot be changed dynamically; it must be replaced. Also, there is no flexibility with regard to the type of content displayed. That prevents a venue owner from showing different messages to different people.

By contrast, an out-of-home media network can stream a content loop that is directed to different types of venue traffic. For example, a restaurant might show one segment to early morning visitors to encourage a breakfast purchase. Then, another segment can be displayed to the lunch crowd (and another for the dinner rush).

Another advantage that digital signage has over static media is more robust tracking. Each element can be recorded. The frequency with which a segment is shown and the times that it was shown throughout the day can be easily tracked and reviewed for effectiveness.

Digital signage has been a powerful advertising platform for several years. The hardware and software continue to evolve even as prices continue to decline. As the industry matures, more companies are discovering ways in which they can achieve an impressive ROI.

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