The Digital Signage industry is undoubtedly driven by adverting; however as a medium it is equally suited to information dissemination as it is promotion. There are many alternative uses for Digital Signage Displays.
Although Digital Advertising Displays are predominately used in advertising, the possible applications and options for these displays are endless. The use of digital displays for internal communication, wayfinding, public messaging and information display is becoming more frequent. Digital Signage screens can display real time weather, news and other RSS feeds. When element of interactivity is added the list of uses grows even further.
Many student unions use Digital Signage to highlight ongoing or upcoming events or gigs that often change frequently. Digital Advertising Displays can be used as an educational tool, helping students by making them more aware of the resources available to them such as study guides and student support programs. Another useful application is informing students of room changes and timetable updates. The use of interactive touch screen displays provides the possibility of returning books to a library and as a means of surveying and data collection. Digital Advertising Displays can also be used for visitor wayfinding and welcome messages.
To reduce workload on reception staff in doctor’s surgeries a touch screen check-in service can be implemented where the patient is guided through a number of simple questions to check in. An estimated waiting time can also be displayed to patients. Usually there are a lot of static wall posters and messages scattered around a surgery. Having a stylish display that can show all of these notices in a looping slideshow can reduce clutter as well as have more impact upon patients. As well as streamlining all of the literature, Digital Advertising Displays can be used to call patients to the appropriate consultation room. In hospitals Digital Signage is gradually becoming the preferred method of wayfinding as well as displaying important public messages.
An increasing number of take away outlets and restaurants are realising the benefits of Digital Signage, using them as animated menu boards and to display the latest food offers. Selecting digital over traditional light boxes means that updating information is a lot easier, faster and less costly. Along with this the content can be made more interesting. It also allows restaurants to display targeted content that is appropriate for the time of day or year, for example, on Valentine’s Day digital displays can be easily updated to give the venue a more romantic atmosphere. Hotels are finding that Digital Signage can be used as a constant tool for guest engagement. By placing a vibrant Digital Advertising Display in a location with high footfall, it can be used to draw people in.
As a method of advertising Digital Signage is highly successful, it is also evident that the qualities that give digital displays the edge over traditional advertising are the same qualities that give it the edge outside of advertising – the exceptional power to engage and communicate.
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Digital Signage outside of the advertising industry