Organizations around the world are recognizing the benefits of digital signage as a transformative technology with many applications. Digital signage replaces static images with dynamic displays to enhance business communications and create a more powerful marketing message.

Unlike traditional print signage that pushes advertising onto the customer, digital signage pulls customers in with vivid video and audio and relevant information. Digital signage can also be used to entertain customers during wait times, facilitate wayfinding, display schedules of events and more.

The benefits of digital signage over static media are well-documented. Here are the top five:

  • Update content quickly and easily with just a few mouse clicks. You can also rotate different offers, promote a slow-moving product, or change the display based on time of day, location and other factors.
  • Target your messaging with customized, relevant content that will keep customers engaged. For example, you can position a digital sign next to a new product and play a video that shows the features and benefits of the product.
  • Measure the results of your marketing initiatives more accurately. By integrating your digital signage system with mobile apps, beacons and other technologies, you can also track customer behavior and fine-tune your content accordingly.
  • Create a new revenue stream by selling advertising. Digital signage creates prime advertising real estate for other businesses that complement yours. Integrate their advertising messages with your own content to provide more value for customers.
  • Reduce expenses by virtually eliminating design and printing costs. A Total Economic Impact study conducted by Forrester Consulting found that a 10-store quick-service restaurant chain could reduce printing, labor and administration expenses by more than $1 million by switching from printed menu boards to digital signage.

While the term “digital signage” focuses on the flat-screen displays, there’s a lot more to it than meets the eye. A content management system (CMS) is used for the creation, management, scheduling and distribution of video, audio, images and text. A media player integrates with each monitor, taking all of the information from the CMS and sending it to the display.

While it’s possible to have the CMS run locally on a media player or desktop computer, it would quickly become unmanageable as more displays are added. To take full advantage of the benefits of digital signage, organizations need to implement an enterprise-class CMS that delivers content to media players and displays over the corporate network. That means you need a robust network with the capacity to support bandwidth-hungry devices. Digital signage systems must also be secured — your organization could suffer considerable reputational damage if a hacker were able to infiltrate the system and alter content.

The benefits of digital signage are many but how do you implement it? What challenges might you face? How is digital signage integrated into your network? Few marketing departments have the technical expertise to answer these questions.

Rahi Systems can help. Our A/V specialists will work with your team to design a solution that supports your content strategy, then select and implement the right hardware and software to handle the technical requirements of content distribution. The result is a holistic system that will enhance your brand and create a high-quality customer experience.

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