What is Digital Signage?

For those of you who may stumble upon this blog I thought it may be helpful to explain what exactly is this digital signage stuff?

Probably the best definition I have ever seen on digital signage is the following:

"Any kind of electronic display (such as a TV, computer monitor, or flat screen) that can be remotely controlled over a computer network (like the Internet) and is placed into a venue to show targeted information, content and advertisements."

I think it can also be explained by understanding what it is NOT.

- Its not TV.
While digital signage does share some technology with TV there are many contrasting differences. A few of the main difference being that broadcast TV is designed for general audience appeal, longer dwell times (time spend in front of a screen) and does not possess that point of purchase influence that DSN (Digital Signage Network) is designed for.

- Its not a web site.
Again while DSN and web sites do incorporate similar content formats like FLASH and can also use the same tools for content creation, there are still some big differences. First, consider the amount of information contained on a web site; the website creator has probably taken into account that a viewer is investing greater time reading paragraphs of text or downloading information. The DSN in contrast takes into account that the viewer is more likely to be only in front of the screen for a few minutes. It vitally important that the message within a DSN captivates a viewers interest in a short amount of time. Too much information and you risk having the viewer either miss the point or tune out the message. However - there is definitely a growing interest in using DSN technology to create captivating graphics and messages for web sites - so ultimately the gap will continue to narrow between these two technologies.

- Its not I.T.
DSN use servers, web browser interfaces , PC's, fancy flat screen monitors, and other high tech gadgets - but ultimately to sell DSN and make it successful it must be approached as a advertising/sales/marketing tools.

Finally, by no means are those contrasts meant to cover all differences between TV, web sites and DSN - but should give folks new to the technology a place to start.