Earned Media, Paid Media
Published By:

Online marketers require new and innovative ways to promote businesses and brands, and that is when digital signage comes into play. With creative digital templates, they can display their content in an appealing and engaging manner. If you are new to online marketing and do not know how to use digital signage to reap the best results, here is an overview that would help you out.

What is Digital Signage?

Digital signage is everywhere now, and there are lots of discussions running around on its marketing value. You cannot avoid seeing the bright displays when you drive on the roads, walk into a mall, enter a restaurant, or go to the airport. Businesses in every industry have seen the amount of engagement this type of advertising offers. That is one of the primary reasons behind the skyrocketing popularity of digital signage.

Digital signage is basically a sub-segment of the conventional signage. There are various technologies used in digital signs such as LED, LCD, and projection to display different content such as video, images, media streaming, and general information. You can find digital signs in public spaces, retail stores, transportation systems, stadiums, museums, restaurants, and corporate premises for the purpose of wayfinding, general info, marketing, exhibitions, and advertising. Primarily, digital signage is any size of a screen displaying any type of content for a purpose.

If you are in need of a digital display board or signage network for any of the above purposes or beyond, here are a few things you need to know before searching for an apt provider.

What does it comprise? 

For those new to it, making digital signage may look like a complicated affair. However, you can simplify the entire process by learning the basics first. Here is what you need to know:

  • The software – You can find a wide range of software systems for designing signage templates. The modern software offers different features such as content management, playback options, compatibility with various media players, and so on.
  • The hardware – There are many hardware components involved in the development of digital signage such as screens, networking components, physical projection players, mounts, and networking components.
  • Connectivity – Today’s technologically advanced digital signage connects back and forth to CMS and CDS through cables, Wi-Fi, or remote mobile technologies.
  • Installation – This is the process of setting up the hardware and carrying out synchronization with the software components. The end-to-end installation process includes site surveys, inventory preparation, purchase, final installation, and monitoring.
  • Content – The major ongoing cost that you have to bear is for the content. To keep the digital signage marketing campaign alive, you need to come up with fresh, original and engaging content from time to time.

Coming up with the concept of developing a digital signage network, deciding its outputs as business revenue generation, education, or branding requires excellent knowledge and insight about the technology and its various aspects. It is also a time-consuming affair which requires solid professional support to plan and accomplish.

Recognize your needs well

When planning a digital signage marketing campaign, you need first to identify what your needs and expectations are from this project. What goals are you aiming to achieve through this? Once you have defined your objectives, you are ready to get into the next phase of planning. Before moving further, make sure you have answers to the following questions:

  • What is your budget?
  • How many digital screens do you need?
  • What is the timeline you can set for deployment?
  • What type of content do you want to display?
  • What is your ideal content strategy?

Do your homework well, and have a clear-cut understanding of all these before getting in touch with a digital signage service provider.

The hard costs

The costs for digital signage hardware and installation of signage network have reduced significantly. You can set up a digital signage campaign without emptying the monthly marketing fund. The software costs are a bit tricky to figure out as the services vary based on the business model of the service providers and the technology they use.

However, the ongoing costs that you have to account for are:

  1. Content creation
  2. Network management

The cost of content creation may vary widely, based on the purpose for which you set up the system, the desired quality, and the frequency of content change.

A few categories to consider for efficient deployment and of network management include:

  • A single screen with automated content such as news, weather, sports, and so on
  • The menu boards
  • Information boards at corporations, supermarkets, or other infrastructures
  • Wayfinding screens at airports or malls
  • Video walls at major retailers

Based on the application, quality, and frequency of change, you can estimate the cost of creation and ongoing content.

Digital signage software

There are hundreds of vendors in the digital signage industry offering you countless options in signage software. However, in a broader sense, all the components of digital signage solution are almost similar. That is where you need to understand which technologies are widely used and the difference between each.

The major software components in a typical signage solution include:

  • Media player software
  • Content management and distribution software
  • Device management software
  • Content creator software

Cloud as the latest cost effective solution

It is true that most of the technical trends now center around cloud technologies, and digital signage is also available over cloud as a service. All services related to digital signage as below can now be availed at reduced cost and increased efficiency.

  • Download and playback of the media assets
  • Monitoring the health status of the media player and memory usage, freeing disk space, temperature control, network status, and more
  • Regular updating of the components and software in the system
  • Immediate action based on the information on the network like turning the screen on and off, rebooting, and so on

The Digital Signage market is exploding now and is expected to grow to more than USD$24 Billion by the year 2020. It is going to be a universal need for even the smallest local businesses that want to boost their marketing efforts.


Sponsored Resources

Want more resources

View all Resources

Most Read


Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Partner, VP of Audience Native Advertising Institute
Jay Baer Marketing Strategist, Speaker and Author
Gini Dietrich CEO Arment Dietrich
Jason Falls Social Media & Public Relations Thought Leader
Joe Beccalori CEO Interact Marketing
Douglas Karr Founder & CEO MarTech.zone & DK New Media
Brianne Carlon Rush Content Director Kuno Creative
Janine Popick Co-founder & CMO Dasheroo
Arnie Kuenn CEO Vertical Measures
Pam Didner Global Content Marketing Strategist & Author
Chirag Ahuja Head of Marketing WorkflowMax
Jayson DeMers Founder & CEO AudienceBloom
Erik Deckers Professional Writer Pro Blog Service
Bernie Borges CEO Find and Convert
Jessica Stephenson VP Marketing ExactHire
Michael Ferrari Marketing Consultant Pen Cap Online Marketing
Larry Alton Freelance Writer and Editor
David Tile Founder & Director Nimble Media
Kelsey Libert Marketing VP & Partner Frac.tl
Dan Steiner Co-Founder & CEO Elite Legal Marketing
Joydeep Bhattacharya Relevance Contributor SEOsandwitch.com
Jonah Bliss Founder CMO ContentIntent
Andrea Lehr Promotions Supervisor Fractl
Fernando Labastida Co-Founder Content Propulsion
Dan Moyle Creative Dir. Marketing AmeriFirst
Dennis Yu Chief Technology Officer BlitzMetrics
Arnaud Roy VP Marketing Augure
John Rugh Copywriter/Content Marketing Specialist
Justin Spicer Content Researcher, Producer & Editor
Michael Becker Marketing Support Spec. Teradata
Anna Johansson Freelance Writer
Amanda DiSilvestro Content Editor and Writer HigherVisibility
Sujay Maheshwari Founder & CEO Netcurate.com
Kelly Coulter Online Marketing Strategist
Taylor Radey Senior Consultant PR 20/20
Rodger Johnson Public Relations Leader & Consultant
Simon Penson Founder & Managing Dir. Zazzle Media
Danielle Wolter Nolan Co-Owner
Fernando Cuscuela Founder & CEO Everypost
Kelly Smith Content Manager CourseFinder
John McTigue EVP Kuno Creative
Yogita Arora Content Strategist Zoomph
Jordan Teicher Associate Editor Contently
Jonathan Crowl Digital Marketing Writer & Editor
Brian Honigman Marketing Consultant, Writer & Professional Speaker Skyword
Katherine Halek Content Strategist Signazon.com
Amanda Drinker Dooley Community Product Marketing Manager Netline
Anton Rius Digital Marketing Consultant More Than Metrics
Matthew Zajechowski Outreach Manager Digital Third Coast
Kevin Bailey Co-founder DigitalRelevance
Peter Chen Digital Marketing Consultant DigitalRelevance
Luana Spinetti Multi-Specialized Freelancer
Kyle Harper Writer Skyword
Elad Natanson Founder appnext
Maël Roth Content & Inbound Marketer Park7
Quin Woodward Pu Marketing Director Audienti
Greg Shuey Co-Founder Stryde
Jean Bansemer CEO My Web Writers
Owen Andrew Journalist
Luke Kintigh Global Content & Media Strategist Intel

In case you missed

Read more of the latest news and insights from thought leaders in content promotion and distribution.


Get the latest content promotion news and insights everyday.

Champion Sponsor

Relevance is proud to present our Champion Sponsor that helps make our site possible.

Cision Logo

© 2017 Relevance | Content Promotion News & Insights

Connect with RELEVANCE

Thank you for subscribing Your subscription has been confirmed.