Digital signage has become an indispensable part of today’s world. And even if many of our customers cannot directly relate to this term, it is still used in advertising and technical environments.
Digital Signage German translation
Trading companies also like to call these instruments:
To our surprise, the term Digital Signage (DS) is also used in Google, far ahead of synonymous German terms. In the business environment, actually only the original expression from the American is used.
And even if many people do not know the technical term: Whether it’s at the motorway service station in the sunken moments, in the drinks market, behind the gas station attendant or waiting in the post office to pick up the Zalando package for the wife … we as consumers cannot escape the influence of localised, digital advertising.
Digital Signage – Digital displays for companies and freelancers
From the company’s point of view, digital signage offers the expansion of corporate communications or opportunities to increase revenues through advertising in all areas with public traffic.
From the doctor’s office to the beverage market, taxi companies and petrol stations, this “technology” offers a wide range of opportunities to use the – boredom-trance-like – attention of the customer.
But also important safety and service instructions can be played in front of the “eyeballs” of the people to be reached by the agency in charge or the company headquarters without loss of time (i.e. digitally).
In the Corona crisis of 2020, the respective digital signage system has also proven itself in this respect with many customers.
In the waiting room of the doctor’s practice or hospital, attention can be drawn not only to hygiene instructions but also to the additional services offered (self-advertising), but also to neighbouring restaurants (paid advertising) – provided the respective legal situation permits this, of course.
Taxi companies can use the travel time of the passengers for additional income and bring in – targeted – advertising.
What is a Digital Signage Display?
Technically speaking, such a system is one or more screens at one or more (company) locations that play (centrally) controlled advertising messages.
Each system differs in specifications, so please let us explain it using our development TheBox.
Example ConsultD TheBox – technical
We have deliberately separated the screen and the player from each other, so that every – increasingly cheaper – commercially available television set can be used. Also we are so absolutely flexible in the desired screen size (from 5-85 inches) – it doesn’t matter.
This construction method also means that the player (TheBox Player) and the TV set can be easily replaced in the event of a fault. There is no need to purchase expensive new hardware, as is the case with many combination systems.
Our system “TheBox” uses a star-shaped client-server structure. Here, the information to be displayed (advertising, YouTube videos, animations etc.) is stored centrally on one, which the local players call up as required and pick up the information to be displayed from now on.
The system is connected via the Internet and can be set up and maintained worldwide.
How does Digital Signage work?
The presentation of the content is based on the web protocol – we have chosen this approach in order to be able to display the in-store advertising on our customers’ websites in parallel (360° marketing).
The operation depends individually on the customer situation. In most cases Digital Signage works for our customers as follows:
each screen can be controlled individually
as an agency we are in charge of the content for most of our customers
Customers can also post or delete content themselves
ConsultD plays the current (central) advertisements
with the templates developed in cooperation with customers, e.g. store managers can order individual advertisements/spots for the respective market in cooperation with the industry
for seasonal events (e.g. Easter, Christmas, New Year) we suggest slider developments to the customer groups, who can then book them per location. Prices will be adjusted individually
Why Digital Signage important?
It is becoming more and more difficult to reach customers via the classic channels like TV or newspaper/magazine.
On the one hand, digitalisation is shifting the media possibilities further and further into the individual area: YouTube, Instagram and Netflix and Co. show us exactly the content (content) we want to see right now. Your 10-year-old son or daughter will find it difficult to explain to you why he/she should wait another 3 hours for his/her favourite show – sequential TV is so 90s. Not to mention reading the newspaper.
On the other hand, the digital media capture more and more “eyeball” time on the screen. Our brains are more and more drilled for multitasking and fast interaction and response rates.
The possibilities for direct interaction give us direct feedback, and our brains are increasingly getting used to it.
Research has shown that, for example, a “like” to a post on Facebook triggers a dopamine kick. We are attaching ourselves to the needle of our own neurotransmitters – each time we do, withdrawal in the form of “boring” media becomes harder to bear.
What does this mean for the dealer or freelancer?
How does this trend make digital signage so important?
It means that the own marketing has to be more targeted and “dopamine-affine”. The attention of potential customers is more and more focused on screens and the human attention span (keyword: next dopamine kick) is getting closer and closer to that of the proverbial guppy.
And videos nowadays captivate much more than texts. They are much more brain-friendly.
Your advertising must therefore accommodate these changed “viewing habits”.
Digital Signage offers you all the possibilities to reach your potential customers in moments when they are open (queues as an example). And in the best way (e.g. video).
Also, posters – for example in the pet food market – are hardly noticed anymore, the brain does not fade them into consciousness at all – moving pictures, however, overcome the filter of the brain area “RAS” (Reticular Activation System), which is so important for attention.
Instore screen advantages
Users of digital signage thus benefit from the various advantages that such a fully digital system brings to retailers, companies or freelancers:
Customer is reached at the optimal moment of attention (e.g. boredom in the waiting room)
Customer is reached with brain-compatible, interest-awakening medium (e.g. video)
Messages can be exchanged within seconds, unlike printed posters, for example
Advertising spaces can be controlled decentrally (Internet)
by company headquarters
Through content agency (such as ConsultD), the areas can be completely outsourced
high visitor attention
looks very modern (“something new!”)
Possibility of interaction with customers
Interaction with the customer’s mobile phone in the store
often cheaper than posters
less effort than poster printing
Integration/imposition of outdoor advertising in the market (we call this 360° marketing)
But the best digital signage system is only as good as the content – the “content”.
Many providers of advertising screens focus mainly on the technical side. The content side is at least as important.
The screen is only the medium – it ensures that the message finds the right “eyeballs” at the right time.
But conveyed message, the advertising is it, which is why we do all the work in the first place.
All too often we have seen elaborate, technical solutions, which, however, dove along completely unlovingly.
We also see many entrepreneurs whose focus is more on the commercial side. Important factors such as design (corporate design) and attractiveness of the message were all too readily transferred to us.
As described above, digital signage systems are particularly suitable for central – outsourced – support and administration.