Digital Signage
Visual systems that capture attention and keep customers engaged
What is Digital Signage?
Digital Signage, as we know it, is a digital display system that presents video or multimedia content for informational or advertising purposes.
We see it everywhere. We’ve viewed advertisements at bus stations, checked boarding gate information at airports, ordered food at fast-food restaurants, purchased cinema tickets, and found directions in museums—all thanks to digital signage and strategically placed display screens.
There are countless applications that support a wide variety of businesses and meet diverse audience needs.
Do you need to develop a Digital Signage project for your company but don’t know where to start?
At Recubik, we help and guide you throughout the entire process—from choosing the right display to providing software solutions and creative content.
How Does Digital Signage Work?
Digital Signage is a communication system that delivers multimedia content through different displays installed in various locations.
Its operation is very simple. What we need is:
- A totem display or a video wall. Naturally, you'll need a place to display your content. Choose the screen that best suits your needs and available space—whether for indoor or outdoor use, with the right brightness, size, touchscreen functionality, and more.
- You'll need Digital Signage software that allows you to remotely manage your displays and the content shown on them.
- A stable and reliable Internet connection. To send content to your displays, you'll need a strong and dependable Internet connection.
- Content creation. Create dynamic, engaging, and interactive content, then schedule it to appear on different screens at the desired times.
As you can see, the components of a Digital Signage system are very straightforward, while the benefits are significant. Here are some of the main advantages.
Benefits of Digital Signage
Improves the customer experience
Digital signage allows us to instantly provide general information to students, visitors, or customers without the risk of it being overlooked or lost. As a result, it enhances the overall experience and, in retail environments, increases customer interest in purchasing products.
For example, people find it much easier to wait in line when there is something to keep them engaged during the wait. Research supports this. According to a recent checkout queue study, 69% of shoppers said that long queues were the most frustrating part of the shopping experience, ranking even higher than high prices (66%) and out-of-stock items (65%). Additionally, 84% of those customers said that watching digital displays helped make the waiting time feel shorter.
Automated content updates
With Digital Signage, rule-based software allows you to schedule your displays to automatically change content throughout the day. This is one of the key advantages of digital signage and is not practical with traditional signage due to the high cost of making frequent updates.
For example, most fast-food restaurants use digital menu boards to display their prices. Many of them also benefit from automatically changing their menus during breakfast hours or displaying special offers and promotions at different times of the day.
Greater attention from passers-by
The benefits of Digital Signage are not limited to improving the in-store experience. Digital displays can also be used to attract passers-by who might otherwise never have entered your business.
While any type of display can attract attention—such as traditional signs, product displays, or mannequins—Digital Signage has one major advantage: it can use motion. This is one of the reasons why digital displays attract, on average, more than 400% more views than static signs.
Higher recall and retention
The goal of many business advertisements is to encourage customers to take immediate action—placing an order, making a purchase, or following a specific call to action. However, in many cases, the objective is to inform customers about upcoming events such as sales, promotions, or in-store events. When video is used, one of the key benefits of Digital Signage is that it delivers higher recall compared to static signage.
Studies on digital advertising displays have shown that 83% of people remembered at least one advertisement they had seen on a digital screen during the previous 30 days. 65% recalled two advertisements, and nearly half—47%—remembered 3.
Analytics
Most of the benefits of Digital Signage can be further enhanced thanks to the extensive analytics capabilities these systems can provide.
For example, digital signage analytics software can identify which products attract the most interest. If sales do not reflect that level of interest, it may be the right time to adjust the price or improve the product's perceived value.
This level of customer interest would otherwise go unnoticed if shoppers left the store without making a purchase, even if they were genuinely interested in the product.
Displays can also be equipped with video cameras that track customers' eye movements, revealing which areas of the screen attract the most attention. Dwell time can be measured in the same way, helping identify the locations within a store where customer traffic is highest.
Reduces costs
Digital Signage may require an initial investment, but it delivers long-term savings by reducing printing and administrative costs.
As a one-time expense, Digital Signage equipment is generally considered a capital investment and is typically funded through the operations budget rather than the marketing budget. In addition, it eliminates the ongoing costs associated with printing and replacing traditional signage.
Digital Signage can be managed by a single person from one central location. For example, if you operate 10 franchise locations, you can update all of their displays simultaneously. Having one person manage the system makes it easier to maintain and ensures that all content remains consistent with your brand standards across every location.