The different types of digital signage on the market

Digital signage is one of the most powerful marketing tools, and can be used in a variety of strategies. Adapted to external, internal or institutional communication, digital signage meets the expectations of public organizations and companies operating in a BtoC or BtoC market. The different types of digital signage at your disposal make it possible to cover various objectives and to reach specific targets.

Point of Sale (POS) display

Point of Sale (POS) digital signage meets the challenges of Point of Sale (POS) advertising. The screen park is installed directly in stores, where consumers make their purchase decision.

A direct impact on turnover

This type of dynamic signage results in a direct impact on sales. Indeed, consumers can take action directly and make a purchase within minutes of watching an advertising message broadcast on a screen.

By promoting items sold at the places where the purchase decision is made, Point of Sale (POS) displays fulfill the objective of increasing sales. But this type of digital signage actually fulfills other complementary objectives.

Enriching the shopping experience

Screens can enrich the shopping experience at each stage of the sales process:

• Provide quality advice, for example, by helping customers choose the right clothing size, or by guiding the choice of a computer based on use;
• Contribute to commercial promotion, by communicating promotional offers or unmissable events (sales, Black Friday, end of year holidays, etc.);
• Reducing the perception of wait times, by distributing fun or educational content at the cash registers;
• Communicate about brand values, and thus inject meaning into the act of purchasing by promoting more responsible consumption, for example.

Becoming a source of income

The Point of Sale (POS) display may also become A source of income for a chain store. Brands distributed in points of sale can in fact become advertisers by promoting their references. Create her advertising agency thanks to this type of dynamic signage is twofold: the distributor increases its sales and its turnover, and it monetizes its fleet of screens for a reduced maintenance cost or a direct gain.

Increased interactivity

Combined with sensors and detectors, the most efficient digital signage solutions allow to automatically broadcast content based on numerous parameters :

• Taking into account weather conditions to broadcast content according to temperature or rainfall;
• A connection with your CRM to streamline stock management and facilitate the destocking of certain references;
• Sensors with facial detection to determine the age and gender of customers, and push content adapted to the audience in real time;
• etc.

Point of Transit (POT) display

Point of Transit (POT) digital signage consists of position screens in transit areas. Content should convey memorable and compelling messages, as exposure to these screens is brief (only a few seconds).

Digital signage in shop windows

The presence of screens in store windows constitutes A lever on store visits. The messages broadcast should attract the attention of passers-by and encourage them to enter the point of sale. Short and engaging content is essential. You can rely on the techniques of visual narration, on powerful images or videos, and powerful ads, to change the path of passers-by and encourage them to walk through your door.

Digital signage in places of passage

The parks of screens displayed in subway stations, airports or train stations have two main functions:

• Provide information or content that entertains users;
• Serve as advertising materials to advertisers.

Local information or news, weather forecasts, ephemeris can be broadcast.

Digital signage on the roadside

As with POT signage in transit areas, this type of dynamic roadside signage is part of two main approaches:

• Communicate local information or news;
• Broadcast advertising content.

The exhibition is fleeting, and audience attention is generally limited. The contents must be synthesized arounda concise and impactful message. This type of display is recommended to reinforce the brand identity, to guide and inform passers-by about special operations. It is less suitable for selling products.

Point of Wait (POW) display

With Point of Wait (POW) digital signage, the screens are located in waiting areas, with a long exposure time. You can find these screens in many places:

• waiting rooms in hospital or medical institutions;
• airport boarding lounges;
• station platforms or passenger lounges;
• bank or insurance waiting rooms;
• corporate break rooms;
• etc.

This type of digital signage must essentially reduce the perception of expectations by customers or users, through the distribution of various content:

• Entertaining, informative, or educational content (trailers, horoscopes, prevention messages, local news, weather, mini reports, etc.)
• Advertising content (brand awareness, information on shops, services or services, etc.).

Point of Wait (POW) advertising is often monetized, with a network that markets spaces for third-party advertisers.

Cenareo, to manage all your types of advertising displays

The Cenareo platform connects several hundred screens, and allows you to create communication scenarios adapted to all types of digital signage, for personalized communication that meets the expectations of your audience and the context of distribution.

Our solution adapts to all screens. By adopting the Cenareo player, you benefit from total availability, with continuous streaming and the guarantee of not displaying a black screen. You can also use embedded players or virtual players such as Tizen, Android, a web browser or a System on Chip (SOC).

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Are you looking for a flexible, functional and powerful solution? You can manage the rights of each user from the administration interface accessible online, make templates available to everyone, automate or personalize content according to the geographical area, weather conditions or the context of distribution, at the level of a screen or a screen park, or connect the Cenareo solution to your CRM and your business applications. You can also combine our digital signage solution with cameras or facial detection sensors to automatically trigger the distribution of content based on the audience in front of a screen.

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