Sunday, 20 March 2011

Market and applications

While the term "digital signage" has taken hold throughout most of the world, some companies and organizations prefer to use the terms "narrowcasting", "screen media", "place-based media", "digital merchandising", "digital media networks", "digital out-of-home" or "captive audience networks"[citation needed].

China currently leads the world in the number of digital signage displays deployed and number of NASDAQ IPOs, with the country's biggest digital signage firm, Focus Media Holding, alone operating more than 120,000 screens. Total revenue from the digital signage equipment market in the United States – including hardware, software, installation, and maintenance—is expected to grow by about 33% in 2009.[3]

Digital signage is used for many different purposes and there is no definitive list. However, below are some of the most common applications of digital signage:

   1. Public information – news, weather and local (location specific) information, such as fire exits and traveler information
   2. Internal information - corporate messages, health & safety, news, etc.[4]
   3. Advertising – either related to the location the signage is in or just using the audience reach of the screens for general advertising
   4. Brand building – in-store digital signage to promote the brand and build a brand identity
   5. Influencing customer behavior – directing customers to different areas, increasing the dwell time on the store premises
   6. Enhancing customer experience – applications include the reduction of perceived wait time in restaurant waiting areas, bank queues, etc., as well as recipe demonstrations in food stores
   7. Enhancing the environment – with interactive screens (in the floor for example[5]) or with dynamic wayfinding

No comments:

Post a Comment