Definition of digital signage

With the fragmentation of traditional TV advertising due to a proliferation of alternative communications mediums, advertisers are looking for the best way to reach potential customers The digital signage or narrow casting market is the fastest growing advertising medium across the world today because it reaches the customer out of home and at the point of sale enabling advertisers to target their message more accurately and effectively.

Digital signage is a form of innovative advertising format in new channels where multimedia contents and messages are displayed on an electronic screen, or digital sign which can be changed without modification to the physical sign, typically with the goal of delivering targeted messages to specific locations at specific times. Digital signage offers superior return on investment compared to traditional printed signs. Digital signs may be scrolling message boards, LCD or plasma display panels, electronic billboards, projection screens, or other emerging display types like Organic LED screens (OLEDs) that can be controlled electronically using a computer or other device, allowing individuals or groups to remotely change and control their content (usually via the Internet).

The content displayed on digital signage screens can range from simple text and still images to full-motion video, with or without audio. Some operators of digital signage networks, particularly in the retail industry, regard their networks as comparable to television channels, displaying entertaining and informational content interspersed with advertisements

Rapidly-dropping prices for large plasma and LCD screens and wide availability of Internet connectivity have caused digital signage deployments to gain in popularity, and displays can now be found in such diverse locations as retail outlets, transit hubs (like airports or bus stations), doctors’ offices, fast food restaurants and even gas stations.

In 2005 the market value for digital signage services in the UK and Europe has been estimated at 420 million euros. These figures are projected to grow by 300% to 1,5 billion euros by 2010

Media sales in the UK have grown by 40% year per year since 2002 and in 2005 were 45 million euros. They are forecast to grow to at least 260 million euros by 2010

Based on recent surveys there are now over 600,000 screens in Europe being used to advertise, inform and influence the buying public.

Networks are not only be found in large public areas such as train stations, shopping malls, major retail stores, metro, but also in convenience stores, post offices, fast food outlets, bars, hairdressers, pharmacies, garage forecourt shops, betting shops, taxis, trains and buses.