Digital signage is a combination of physical and digital spheres as it is broadcasted through physical devices like small interactive kiosks to large display screens in different locations and displays digital content like graphics, videos, and interactive content. It is an important messaging medium that brings renewed vigour to any commercial environment. It catches the attention of customers and improves their experience. It can be used to provide a wide range of quantitative and qualitative benefits to different sectors like food service, retail, health sector, banks, hospitality sector, schools & other government and corporate establishments.
Digital signage can be used to inform, educate and communicate effectively with your audience and target consumers. Let us look into some of the benefits of digital signage in today’s scenario.
- Increased Audience Exposure
Placing digital signs in high-volume areas guarantees you an unlimited audience exposure compared to print media or even email targeting. You can choose the timings, locations, and the frequency of messages which increase in reaching a larger audience. Multiple contents like animation, videos, alerts, and announcements can be displayed through a variety of mediums like monitors, tablets, touchscreens, room signs, or large video walls. These are dynamic content that engages the audience better than static content. Digital signage imparts a rich and interactive experience that has a favorable impact on the audience.
- Accurate Targeting
Digital signage is controlled by a central system that can distribute content to any number of screens. You can target different audience sets through multiple channels from a single computer. You can match the specific content with the potential customers and demographics. You can use dedicated playlists to localize content that lets you display relevant content to the audience.
- Automated Content Scheduling for Specific Times
One of the useful benefits of digital signage is its automated scheduling function. You can set it to play the scheduled content at specific times of the day. E.g., a diner or food chain can automatically schedule the breakfast, lunch, and dinner menu at the appropriate times. This ensures that relevant content is displayed to the audience.
- Consistency in Messaging
Digital signage lets you manage screens in different locations from the same platform. This ensures consistency in messaging and compliance. This is especially useful in the case of an organization having multiple locations where a single message can be displayed at the same time ensuring all the employees are getting the same information even if they are working in separate geographical locations.
- Decreased Perceived Waiting Period
Another benefit of digital signage is that it reduces perceived wait times which leads to less consumer dissatisfaction. Digital signage provides entertainment through its display screens that include audio, video, and animation content. Consumers get distracted as the content occupies their mind thus reducing perceived wait times by up to 35%. That means a consumer waiting for 30 minutes will perceive that they waited for only about 20 minutes.
- Easy Navigability and Wayfinding
Digital signage is used for navigation and digital wayfinding displays. It helps guide customers and visitors who are new to public or business places. These may include hospitals, malls, and public places like bus and railway stations. Customers can easily find their way, thus saving time and getting an enriched customer experience.
- Versatile and Easily Modified
Digital signage has more versatility than other mediums of communication. You can easily change and update content and messages from a central platform. Audience engagement can be easily gauged by testing their reactions to different messages and thus tailored content can be created for them. If an item is sold out or has become available again in a store, it can be quickly updated and displayed.
- Reduced Operating and Printing Expenditure
The benefits of digital signage also include saving money by reducing operating and printing costs. Replacing print communications with digital signage leads to the elimination of expenses on ink, paper, and recycling. Fewer people are required to manage digital signage solutions compared to print communications which lead to lower operating costs. This includes employing resources on regular hanging and then pulling and disposing of printed material. Digital signage is a one-time investment while printing materials are an ongoing expense.
- Digital Signage is Sustainable
Digital signage is sustainable than print communications. Printing materials like posters and brochures litter and pollute the environment. Around 9 trees and 13,000 liters of water are required to produce 500 kgs of paper. Substituting paper communication with digital signage contributes towards the environmental conversation. Digital signage also lights up and beautifies the surroundings.
- Digital Signage Leads to Higher Profits
Digital signage may lead to increased revenues and profits for your business. The messages and advertisements broadcasted through digital signage are very engaging and impactful and create a favorable view of your products and services. This leads to increased sales and higher revenue for the business. Another way to increase revenue is by lending your digital advertising space to other non-competing businesses during your slump or off hours. This way you get extra revenue and if the location of your digital signage space experiences higher footfalls, you can quote higher rates and increase the revenue further.
So, these are some of the benefits of digital signage. Digital signage is a dynamic medium with a big edge over the traditional static modes of communication. Use it to reach a wider audience, increase efficiency, reduce costs and grow your business.