What is meant by digital signage?

Digital signage definition

Digital signage (sometimes referred to as electronic signage) refers to the use of electronic display screens for showcasing information, adverts, and multimedia content to public audiences.

Advertising and communication methods have evolved drastically in recent years, and digital signage has proven to be an incredibly effective way of capturing audience attention.

Examples of digital signage

If you have ever walked through London’s Oxford Street, Regent Street or Piccadilly Circus, your view will undoubtedly have been dominated by digital signage.

All the billboards and screens announcing store-wide sales, limited-edition collections, new-season ranges and exclusive collaborations are examples of this technology in action.

With products and services being showcased in such bold, vivid colours and high definition, these displays will inevitably attract your attention – even if you are not looking to buy anything.

Have you walked into a fast-food restaurant and quickly browsed their menu on a screen behind the till? Otherwise, has your local café displayed their menu, hot-drink and snack offers, breakfast deals, or membership perks on a giant TV screen?

Once again, these are all examples of digital signage sharing useful, relevant information with their respective audiences. On top of this, high-definition photographs and videos of perfect cups of coffee, fresh croissants and delicious sandwiches will undoubtedly have influenced many a customer’s purchase decisions.

From GP surgeries and pharmacies to dental clinics and veterinary surgeries, you are likely to have watched digital signage displays passively in waiting rooms to pass the time.

In pharmacies, for example, they are often used to highlight the importance of getting seasonal flu vaccines, share handy tips on how to keep common colds at bay, or let customers know about additional services that may be offered by the pharmacy branch.

Veterinary waiting rooms may remind pet owners to keep on top of their pets’ medical schedules through a flea-prevention product campaign, and dental surgery waiting rooms may use digital signage screens to share information on the cosmetic dental procedures they offer