Digital signage is a distribution channel popular with multiple companies, which rely on the sharing of multimedia content on screens rather than on traditional static media. The promises of this innovative tool are numerous and the return on investment is particularly interesting. Discover the challenges and the functioning of digital signage, the most deployed marketing strategy in recent years.
Objectives of digital signage
In addition to increasing the reach of a message and promoting interaction with its target audience,digital display improves business visibility to generate traffic and profits. It also offers the possibility of measuring the impact of its campaigns and is therefore part of a very profitable global marketing and communication strategy.
Digital signage: what is it for?
Digital signage is a communication tool that allows the distribution of multimedia content on a fleet of digital signage media, remotely and in real time, in public spaces or internally. Content can take on multiple aspects, including text data, videos, animations, or photos.
Today, digital signage is beneficial for all sectors of activity and is already omnipresent in transit areas, stations, airports, halls, waiting rooms, public transport as well as in physical points of sale. Companies have also made the shift internally, in order to better circulate information among employees. This general enthusiasm is a sign that companies have understood the importance of modernizing their communication and developing a strategy that is fully customizable and contextualized 24 hours a day, to arouse the interest of their target, create a real connection and gain visibility.
How does it work?
Digital signage provides a wide variety of media: video, photo, animation, presentation, RSS feed or even a web page. It also offers the possibility of connecting to applications to extract and process information, but also to data flows in order to distribute them instantly. Regardless of its format, the file is sent to a content management system from a computer using a web browser or a local connection, and then to servers. The file is then transmitted to the player, a tool that acts as a link between the computer and the screen park to allow the content to be broadcast.
Currently, there are three content management solutions that, despite their differences, work in similar ways: hosted, SaaS, and hybrid systems. These control tools offer the possibility of configuring and managing the display, according to the defined programming. The various contents can be shared on screens of variable sizes, tactile or not, screen walls, interactive terminals or even totems, inside or outside.
Examples of digital signage
Thanks to dynamic signage, the manager can create, manage and configure the distribution of content on a fleet of screens, by connecting to the management software on the Internet from a computer. With this management tool, it can easily and instantly update its contents and broadcast them in real time on the screens. Intuitive, ergonomic and functional, management systems make it possible to relay digital content that is easily customizable, in order to deploy attractive and dynamic communication campaigns.
Understand everything about the different management systems
The hosted system, also called “on-premise”, works thanks to the company's local network. The content servers are only available via the latter, and therefore require the presence of the administrator on site.
The SaaS or “cloud” system is based on the use of an Internet connection in order to access the software online. This solution offers great freedom: it is accessible remotely by the administrator, from any browser. This system offers easy maintenance, and maximum flexibility for the management of its fleet of screens.
The hybrid system, on the other hand, borrows its characteristics from hosted and Saas systems. The players and management computers are connected to the local server, but information can still be retrieved via an Internet connection, in particular to collect data and broadcast it on its fleet of screens.
Dooh or digital outdoor advertising
Dooh, abbreviation for Digital Out of Home, refers to digital outdoor advertising. It benefits from a visual impact and a high potential for hooking, multiplied by its distribution in captive places such as waiting rooms for professionals in the medical sector. The incompressible waiting time allows visitors to enjoy watching advertising campaigns on screens, which are considered to be sources of distraction and information. Numerous studies point out that the memory rate of these campaigns is excessively high due to the degree of attention of viewers, driven by the attractive power of digital signage. By reducing the perception of waiting times and by disseminating marketing content that is relevant to the activity carried out on site, Dooh proves to be a constituent element of the attractiveness of a company. For professionals, the installation of such media enhances the company's brand image and makes it possible to circulate effective messages useful to their communication and interests.
Interactive display
Interactive display makes it possible to create a relationship and a real connection between a user and a brand. Digital signage encourages and facilitates interaction in real time, so that the user can benefit from relevant and targeted information according to their intentions. Interactive signage offers a tailor-made experience in a point of sale or in public spaces, and places the user at the center of a new experience designed to improve their satisfaction. As an actor and consumer of brand communication, he is free to choose and consult the advertising content that interests and concerns him. These installations - terminals, totems or touch tablets - make it possible, for example, to inform and guide individuals present in health establishments, schools, visit sites and points of sale. Thanks to them, they can quickly benefit from information and consult content relating to the direction of visit, weather data, current promotions, catalogs to consult, room occupancy rates or even safety instructions. Interactive displays facilitate the flow of information and communication, and prove to be a fun and attractive distribution channel that reinforces the commitment and attention of visitors.
Digital signage: pros and cons
Digital signage represents a major growth driver for businesses, but also an important financial and human investment. However, its omnipresence proves that it is a marketing channel that seduces, and that guarantees significant benefits.
Benefits
Digital signage is both beneficial for the company and for the audience that receives a message through this channel. Its main asset is its great attractiveness: dynamic and bright content catches the eye, and maintains attention much longer than a static medium. This visual impact increases the memory rate of campaigns tenfold, which reaches exceptionally high levels. Regardless of the company's activity, digital signage will therefore highlight its communication, and increase the perceived value of the brand among the target audience. More than a proven way to boost sales by advertising a product,digital display brings the image of the brand and its values to life.
It is also a great way to improve the customer experience, conducive to the development of new interactions. The installation of screens, tablets, terminals and totems in physical points of sale encourages sales and contributes to a new customer experience. Indeed, in addition to being a purely advertising tool that conveys messages, digital signage is deeply rethinking the customer journey. Fun and innovative, it becomes a differentiating element for the company and a key in the deployment of any impacting communication and marketing strategy.
Digital signage breaks down the usual constraints of paper thanks to screens controlled by a management system, capable of broadcasting updated content in real time and remotely. These supports offer an infinite field of expression: in a small space and at any location, it is possible to provide a lot of information simultaneously. It offers incredible freedom and flexibility with the automation of distribution, for tailor-made and personalized communication. Finally, they are great analytical tools, capable of bringing up valuable data to assess the effectiveness of its communication.
Disadvantages
The acquisition of a fleet of screens and a management system is a significant sum, but it quickly pays for itself as it represents a high ROI. Such a transformation certainly causes significant initial expenses and maintenance costs, but ultimately reduces the constraints and the very high costs associated with paper signage. Many sectors use digital media for their communication, the exception therefore becoming the norm: the price of digital signage is constantly falling, encouraged by the success of these solutions.
In addition to the financial aspect, digital signage requires human resources and continuous work; communicators must constantly update their content in order to offer relevant, up-to-date and qualitative information. Internally or by using external service providers, it is essential to set up a team dedicated to this innovative form of communication.
Digital signage, a response to digitalization
Digital signage continues its conquest of public space and businesses to meet the growing needs of digitalization. More than an innovative communication channel, it is proving to be a major driver of growth. Cenareo supports professionals in the deployment of an effective communication and marketing strategy with a high ROI. With its intuitive and ergonomic digital signage management system, give your teams the means to simply manage your fleet of screens, and offer a unique experience to your customers and employees. Easy to implement and use, digital signage promises tailor-made, flexible communication that is always more contextualized and managed in a centralized and automated way.
Do you want to enhance the image of your company through digital signage? Make your communication a global and effective strategy at the service of the growth of your business. Digital signage gives you the opportunity to create, manage and broadcast your campaigns on your screen fleet instantly, for a unique and immersive experience. Cenareo supports you in the digital transformation of your company that your employees and prospects expect.
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