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Digital signage is a sub-segment of electronic signage. Digital displays use technologies such as LCD, LED, projection and e-paper to display digital images, video, web pages, weather data, restaurant menus, or text and you have likely engaged with it in the past week. From videos at the gas pump and programming in waiting areas to check-in kiosks at the airport and maps in hotels, digital signs entertain and inform customers in businesses of all shapes and sizes. But if you are still scratching your head wondering what digital signage is, here is a guide to explain each element of this powerful communication tool.

Digital signage is an electronic sign used to convey information to in-store audiences and customers. It uses an LCD, LED, or projection screen to display videos and graphics that educate, engage, and inform nearby viewers.

Digital signage can be used across a variety of customer touchpoints, and its applications are almost endless. A business can design and modify digital signage to meet their unique needs, but it is often employed in the following ways.

• Video Display Screens:

The most common digital signs are video screens that display information through custom text, videos, animations, and graphics.

• Interactive Digital Signs:

With interactive digital signage, customers don’t just watch the screen; they engage with it. The sign acts as a customer touchpoint and allows visitors to choose options, enter information, and control content.

Wayfinding Boards:
While static maps don’t offer customization or real-time updates, digital wayfinding boards provide custom directions for visitors and offer business owners the ability to revise and alter information at any time.

• Digital Menu Boards:

It’s not uncommon for restaurants to regularly change and revise their menus. With digital menu boards, restaurant owners can quickly make changes to their menus, all while displaying enticing visuals of food to their customers.

What Are the Elements of Digital Signage?
The elements needed to create a digital sign can be put in three categories.

• Hardware: This includes the physical materials needed to display and play a digital sign. It includes high-definition screens, mounting materials, media players, and wiring and internet access.
• Content and Creative: This includes the content that will be displayed on the screen. It is made up of scripts, video and audio clips, graphic design, animation, and copy.
• Third-Party and/or Bonus Elements: This includes content that may come from a third-party. It is not necessarily created by the business’s content team. It includes private label TV channels, custom-selected programming, custom content wraps, social media feeds, weather feeds, and news feeds.

While all of the hardware is required to get a digital sign up-and-running, different content and creative elements can be used to customize the sign for each business’s unique needs.

What Type of Businesses Can Use Digital Signage?
Digital signs can appear at all possible customer touchpoints within a business. Those touchpoints will vary with each business, but they usually include the following locations. Both big and small businesses in all industries can benefit from using digital signs, but the industries where we most commonly see signage include:

• Healthcare: Waiting Areas, Wayfinding, Exam Rooms, Cafeterias, Building Entrance. 
• Automotive: Digital Menu, Boards, Waiting Areas, Products Displays.
• Hospitality: Building Areas, Near Check-in Counters, Lobby Area.
• Restaurants: Digital Menu, Boars, In Dining Areas, Custom Wrapped, Screens in bar areas.
• Retail: Check-Out Lines, Customer Service Desk, Products Display, Visual Decor.

When identifying places where you could use digital signage in your business, consider all of the locations where your customers spend time. Think about how you could use digital information to improve their experience in those places.

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