Dynamic digital signage is a method of marketing in which multimedia is shown in public places. In general, a digital signage is composed of a main unit that sends signals to a specific output device like an LCD monitor. It employs digital signature software that incorporates IP video, which means that both audio and video are sent using Internet Protocol.
Dynamic digital signage may seem new to us but it has, in fact, been used for many years in normal events. One example is in sports games. In your typical stadium, you would have both print advertising as well as electronic displays like scoreboards. Unlike traditional print advertising that remains static and shows only one panel of information, electronic displays get updated from time to time regarding for example, score of the playing teams. Aside from game details, these electronic displays also play advertisements that promote certain goods and services.
From the example above, you can see that dynamic digital signage has been with us for many years without the majority of us noticing it. The only difference then and now is that the applications of
dynamic digital signage have moved away from the sports stadium and into schools, malls, airports, movie theaters, and so on. In general,
digital signage is being used wherever marketing of products and services are being done, so this means it is present almost everywhere.
This article presents some advantages of using dynamic digital signage:
1. Digital signage offers vibrant and media-rich content through the use of advanced technology. According to some studies, an individual is around five to ten times more likely to notice dynamic digital signage as opposed to traditional print media.
2. Digital signage can bring real-time and updated content through the Internet. Because of the technology that combines digital signage with
IP video, people can receive updates more consistently and efficiency. Thus, the time and cost of disseminating information are greatly reduced.
3. Through dynamic digital signage¸ messages and information can be tailor-fit according to location and demographics. For instance, child-oriented videos can be played in the toy section of a mall while fashion-oriented ones can be played in the apparel section. Marketers are thus able to communicate more effectively with their clients.
4. Digital signage allows marketers to get instant feedback regarding their customers. Some forms of digital signage like touch-screen monitors can get data regarding important statistics like number of users at any given time and also collect personal details like gender, age bracket, brand preference, and so on.
