In the advertising field, dynamic digital signage has become a killer application for a new generation of signage technology. Digital signage systems are usually composed of servers, computers, monitors, TVs, and software. They can transmit full-screen, full-color content to multiple locations. In the past few years, the installation cost of digital signage systems has been greatly reduced, making digital signage the mainstream of the market. In airports, museums and shopping centers, the application of digital signage systems is almost everywhere. With the gradual maturity of various technologies, the market for digital signage systems will grow rapidly in the coming years.
First, the advantages of dynamic digital signage system
The dynamic digital signage system is called “dynamic†because the system uses a digital signage network that can easily transmit and instantaneously change content via satellite and high-speed wired or wireless networks. The digital signage network connects advertisers (usually retailers using signage systems) with target audiences.
Compared with static announcements, the biggest selling point of digital signage systems is the ability to transmit information in real time based on real-time situations. Its advantages include:
1. Quickly change advertisements and information - Customers can immediately see the latest advertisements, make advertisements more targeted, and meet customer needs at any time. The flexibility of the digital signage system allows advertisements to be tailored to the user's needs. For example, a merchant can tailor the time spent on shopping in the store for a variety of different user groups. A shopping mall near the company combines plasma and LED display devices to allow advertisements to be directed to the daytime. Working women and young office workers shopping at lunchtime and young people shopping after 4pm. Of course, the application of the digital signage network is not limited to advertising. Merchants can also provide training for employees of the store through the display system, provide customers with information such as the location of the store's transportation, and other service information, such as which check-out counter is relatively free in the store. .
2. Businesses can update their advertising content in real time without incurring additional costs. With the installation of a dynamic digital signage system, merchants can change the content they want to display in a faster, easier, and more economical way. The content can be created and managed at any time. The management and transmission of information is also more convenient. From a central location, content can be managed and information can be delivered to the desired location in a timely manner through various communication methods.
We can see that compared with traditional printed materials and fixed signage systems, one of the advantages of dynamic digital signage systems is that they can be changed in real time, and system installations can also follow up with real-time market requirements. The initial application of the digital signage system was a POP display device. There is no limit to the content uploaded to each display device, and its value is self-evident when space is required. The display device can also be networked and the store manager can easily select the target site and provide the viewer with the corresponding information content. Compared with traditional advertising methods, the dynamic digital signage system is also an effective method for product and brand promotion, and can also greatly reduce costs.
Second, the digital signage system is really effective?
In the United States, the potential market for digital signage systems has yet to be developed. There are still some problems in the installation of the system, and the financial model has yet to be decided. Therefore, it will be unknown how long it will take for the user's initial equipment investment costs to be fully rewarded. Experts predict that the combination of dynamic and static digital signage systems will be the most popular in the retail market.
In Europe, several studies have studied the efficiency of digital signage systems. The main focus was on the “growth†of sales products—the increase in the sales of a product after using digital display screens to stimulate consumer interest. The report investigated the growth of sales of specific products advertised on the screen.
A Wal-Mart Store sales subsidiary in the United Kingdom from 2004 to 2005 stated that the total number of sales in stores with digital signage screens increased by 11%. Tests at a British convenience store in 2004 showed that with the digital signage system, the sales volume of a certain product increased by as much as 45%. The 182 CompUSA retail store survey in 2004-2005 found that the number of products sold increased by 29%. Industry experts have shown that although many different factors determine the difference in the number of sales of products, with the digital signage system, product sales have increased by at least 10-20%, and many stores will have higher growth rates.
Third, retailers use digital signage system
Many retailers have seen potential advantages of digital signage technology in increasing product sales, and have adopted dynamic digital signage systems to promote their brands. And many retailers also broadcast third-party advertisements on digital signage systems to increase their own income. McDonald's, for example, broadcasts its advertisements on the video network of the store. In Paris, France, the digital signage software provider Tempusgroup in France helped McDonald's install more than 1,000 sets of menu display devices. The system allows restaurant managers to display all menus on the notification device for promotion. Content is provided by McDonald's peripheral communications agencies. These display devices provide customers with up-to-date product information, and occasionally some McDonald's restaurant events and promotions. No third-party advertisements are shown here. The company hopes that these signage systems will increase McDonald's food sales. For example, if there are many stores that need to be sold, the display device immediately informs consumers and promotes the sales of food.
Wal-Mart’s 8% share of the US retail market is also the ninth largest retailer in the world, and many consumers go to Wal-Mart as often as they go to church every Sunday. Wal-Mart’s digital signage system is called “In-store Televisionâ€. In more than 5,000 supermarkets, the number of customers per month has reached more than 20 million, and the annual purchase amount has also reached 300 billion US dollars. Wal-Mart broadcasts television network content on more than 2,600 store signage systems to promote products sold in stores. According to Wal-Mart's forecast, their TV shows will attract 130 million monthly audiences, making it the fifth largest television network following NBC, CBC, ABC, and Fox. And every four rounds around, advertisers are willing to pay $137.2 to $292,000 in advertising costs, based on the length of the ad and the number of stores that advertise it. This proves that the digital signage advertisement has a positive influence on the decision-making purchase at an appropriate time, place and time. The digital signage system installed by the retailer has verified the important role of this technology.
As more and more small-scale retailers use digital signage systems to promote product sales, digital signage is no longer a patent for large national retailers. Many retail store owners have also begun to use these advanced platforms to gain more opportunities and overcome the obstacles of price and deployment. In addition to in-store promotions, shopkeepers also increase revenue by selling advertising space for local or international advertisers. In London, England, Viacom and Lastminute.com have begun to place text and image ads on LED display devices installed on buses. Using the GPS tracking system, it is possible to install different routes for buses and adjust the advertising content for different user groups. This not only avoids waste of printed materials, the tracking system also ensures that the advertising content can be tailored to customers according to different environments. .
Fourth, customized services reduce costs, content creation and management integration
So what equipment is needed to form a digital signage network? Two basic components are required: a networked electronic multimedia display system and content management software remotely updated with data. Value-added services retailers provide services for businesses that require free operations, including hardware installation, content formation, and content management, all of which provide value-added retailers with more business opportunities. Many businesses have invested heavily in digital signage hardware and software. With the recent development of software technology, application service providers (Application Service Providers) have emerged to provide customized services over the Internet.
The use of the ASP service model also has great benefits. It allows those small and medium-sized enterprises to obtain comprehensive, full-featured software with low costs. It does not need to install software on its own, it does not need to maintain and upgrade software, and the service provider takes all these tasks. It's all done. The system is simple to use, hardware and programs can also be connected to any PC, allowing multiple storefront advertising and content management to become flexible. With a professional service provider to maintain the platform, the stability of the system has also been greatly improved.
Custom ASP services, through the use of paid software monthly, so that no longer need to spend thousands of dollars to build their own systems, and the use of the system, but also based on conditions to charge, as low as several hundred dollars per month. In addition, users also save on technology costs and provide more resources for core businesses.
In order for digital signage to become a mainstream product, digital signage system software must be tailored for non-technical personnel, and it is not for professionals to create and maintain system content. When using digital signage software, there are several issues: content creation, content management, and transmission. The combination of ASP mode and innovative applications can greatly reduce the many obstacles that users encounter when using digital signage systems.
Like registering an email account, ASP lets users use the software to register an account on the website. Once the account is opened, users can upload their information on their PC or any remote PC within minutes. Of course, for new users, we must first have a simple and intuitive interface, so that they can accurately grasp the concept, and try to master the software with minimal training.
Content creation often requires professionals with extensive knowledge in image design, which will certainly increase the cost of digital signage systems. This problem can be solved by providing an advanced program that outputs sketches and texts and automatically generates dynamic content. This high-level program also provides simple content editing and change functions, and can update each display device at any time. This is especially important for many store managers who need to supervise the sale and discount of discounted products. For various emergencies, news broadcasts and special announcements, dynamic content creation is also very useful. Most platforms can accept images, movies, and flash files in normal formats. Users can set up display content reservation, location and content management for a very easy task.
V. Applicable Market
Digital signage is used in a wide range of commercial applications such as hotels, bars, retail stores, shopping centers, exhibitions, convention centers, corporate lobbies, grocery stores, medical centers, hotels, cinemas, entertainment venues, airports, museums, schools, and teaching centers. Wait. People involved in this market, both hardware providers and service providers, should consider this market as a new opportunity.
Market development in this area is actually simpler than many people think, and for small-scale manufacturers, the initial investment will not be very large. By working with digital signage software providers, stores can provide customers with complete solutions. Other services, such as content management, can also be provided to users who wish to operate freely. Lower software usage costs and declining hardware prices make it more attractive to enter this market.
Sixth, market opportunities
So how does the digital signage market really affect the prospects of the advertising industry? In previous years, traditional advertising channels such as television, newspapers, radio and magazines accounted for 80% of the advertising market, while digital signage was only 1%, but the market was rapidly changing. Advertisers are aware that due to a variety of reasons, the efficiency of traditional advertising channels is gradually declining, and consumers are more attractive to their tailored advertising products. Traditional broadcast advertising can only attract a part of the audience and miss many advertising opportunities. As the traditional media space shrinks, more commercialized and branded products provide more space for alternative ads.
Although digital signage cannot completely replace printing, experts believe that digital signage will set off a revolution in printing—a perfect combination of static and dynamic information. Digital signage systems not only require investment in products, but also require subsequent training such as manual training, which is relatively expensive compared to speaking. We know that the cost of digital signage systems not only includes equipment costs, network installation costs, network maintenance and advertising maintenance costs, but also requires training of dedicated personnel to manage digital signage networks. For customers, they will take a long time to decide whether they need to purchase a digital signage system. Therefore, whether the digital signage can be truly successful is still unknown.
In traditional media advertising, the return on investment of advertising is weakened. In addition, because of technology such as TIVO, which allows viewers to filter out advertisements, these greatly reduce the efficiency of traditional broadcast advertising channels. Advertisers are also starting to shift their focus to advertising channels that can generate higher income for them at lower investment costs. They realize that at the moment when consumers purchase things, advertising has a far greater influence on their purchasing decisions. Much larger than other places.
We know that networked electronic multimedia display systems and remote content management software with updated data are indispensable parts of the digital signage system. Digital display content is managed through a central server and transmitted over the Internet. Currently, in indoor applications, LCD and plasma display panels are the most popular. In outdoor applications, LED systems are the most sought after. When running digital signage networks, vendors often provide independent software that is compatible with various hardware or solutions that include dedicated hardware devices and software systems. Once the system is installed, the retailer can manage content through the digital signage network. In some places, the public space network uses advertising revenue to support program operations, and is also very suitable for vehicles such as trains and airplanes.
First, the advantages of dynamic digital signage system
The dynamic digital signage system is called “dynamic†because the system uses a digital signage network that can easily transmit and instantaneously change content via satellite and high-speed wired or wireless networks. The digital signage network connects advertisers (usually retailers using signage systems) with target audiences.
Compared with static announcements, the biggest selling point of digital signage systems is the ability to transmit information in real time based on real-time situations. Its advantages include:
1. Quickly change advertisements and information - Customers can immediately see the latest advertisements, make advertisements more targeted, and meet customer needs at any time. The flexibility of the digital signage system allows advertisements to be tailored to the user's needs. For example, a merchant can tailor the time spent on shopping in the store for a variety of different user groups. A shopping mall near the company combines plasma and LED display devices to allow advertisements to be directed to the daytime. Working women and young office workers shopping at lunchtime and young people shopping after 4pm. Of course, the application of the digital signage network is not limited to advertising. Merchants can also provide training for employees of the store through the display system, provide customers with information such as the location of the store's transportation, and other service information, such as which check-out counter is relatively free in the store. .
2. Businesses can update their advertising content in real time without incurring additional costs. With the installation of a dynamic digital signage system, merchants can change the content they want to display in a faster, easier, and more economical way. The content can be created and managed at any time. The management and transmission of information is also more convenient. From a central location, content can be managed and information can be delivered to the desired location in a timely manner through various communication methods.
We can see that compared with traditional printed materials and fixed signage systems, one of the advantages of dynamic digital signage systems is that they can be changed in real time, and system installations can also follow up with real-time market requirements. The initial application of the digital signage system was a POP display device. There is no limit to the content uploaded to each display device, and its value is self-evident when space is required. The display device can also be networked and the store manager can easily select the target site and provide the viewer with the corresponding information content. Compared with traditional advertising methods, the dynamic digital signage system is also an effective method for product and brand promotion, and can also greatly reduce costs.
Second, the digital signage system is really effective?
In the United States, the potential market for digital signage systems has yet to be developed. There are still some problems in the installation of the system, and the financial model has yet to be decided. Therefore, it will be unknown how long it will take for the user's initial equipment investment costs to be fully rewarded. Experts predict that the combination of dynamic and static digital signage systems will be the most popular in the retail market.
In Europe, several studies have studied the efficiency of digital signage systems. The main focus was on the “growth†of sales products—the increase in the sales of a product after using digital display screens to stimulate consumer interest. The report investigated the growth of sales of specific products advertised on the screen.
A Wal-Mart Store sales subsidiary in the United Kingdom from 2004 to 2005 stated that the total number of sales in stores with digital signage screens increased by 11%. Tests at a British convenience store in 2004 showed that with the digital signage system, the sales volume of a certain product increased by as much as 45%. The 182 CompUSA retail store survey in 2004-2005 found that the number of products sold increased by 29%. Industry experts have shown that although many different factors determine the difference in the number of sales of products, with the digital signage system, product sales have increased by at least 10-20%, and many stores will have higher growth rates.
Third, retailers use digital signage system
Many retailers have seen potential advantages of digital signage technology in increasing product sales, and have adopted dynamic digital signage systems to promote their brands. And many retailers also broadcast third-party advertisements on digital signage systems to increase their own income. McDonald's, for example, broadcasts its advertisements on the video network of the store. In Paris, France, the digital signage software provider Tempusgroup in France helped McDonald's install more than 1,000 sets of menu display devices. The system allows restaurant managers to display all menus on the notification device for promotion. Content is provided by McDonald's peripheral communications agencies. These display devices provide customers with up-to-date product information, and occasionally some McDonald's restaurant events and promotions. No third-party advertisements are shown here. The company hopes that these signage systems will increase McDonald's food sales. For example, if there are many stores that need to be sold, the display device immediately informs consumers and promotes the sales of food.
Wal-Mart’s 8% share of the US retail market is also the ninth largest retailer in the world, and many consumers go to Wal-Mart as often as they go to church every Sunday. Wal-Mart’s digital signage system is called “In-store Televisionâ€. In more than 5,000 supermarkets, the number of customers per month has reached more than 20 million, and the annual purchase amount has also reached 300 billion US dollars. Wal-Mart broadcasts television network content on more than 2,600 store signage systems to promote products sold in stores. According to Wal-Mart's forecast, their TV shows will attract 130 million monthly audiences, making it the fifth largest television network following NBC, CBC, ABC, and Fox. And every four rounds around, advertisers are willing to pay $137.2 to $292,000 in advertising costs, based on the length of the ad and the number of stores that advertise it. This proves that the digital signage advertisement has a positive influence on the decision-making purchase at an appropriate time, place and time. The digital signage system installed by the retailer has verified the important role of this technology.
As more and more small-scale retailers use digital signage systems to promote product sales, digital signage is no longer a patent for large national retailers. Many retail store owners have also begun to use these advanced platforms to gain more opportunities and overcome the obstacles of price and deployment. In addition to in-store promotions, shopkeepers also increase revenue by selling advertising space for local or international advertisers. In London, England, Viacom and Lastminute.com have begun to place text and image ads on LED display devices installed on buses. Using the GPS tracking system, it is possible to install different routes for buses and adjust the advertising content for different user groups. This not only avoids waste of printed materials, the tracking system also ensures that the advertising content can be tailored to customers according to different environments. .
Fourth, customized services reduce costs, content creation and management integration
So what equipment is needed to form a digital signage network? Two basic components are required: a networked electronic multimedia display system and content management software remotely updated with data. Value-added services retailers provide services for businesses that require free operations, including hardware installation, content formation, and content management, all of which provide value-added retailers with more business opportunities. Many businesses have invested heavily in digital signage hardware and software. With the recent development of software technology, application service providers (Application Service Providers) have emerged to provide customized services over the Internet.
The use of the ASP service model also has great benefits. It allows those small and medium-sized enterprises to obtain comprehensive, full-featured software with low costs. It does not need to install software on its own, it does not need to maintain and upgrade software, and the service provider takes all these tasks. It's all done. The system is simple to use, hardware and programs can also be connected to any PC, allowing multiple storefront advertising and content management to become flexible. With a professional service provider to maintain the platform, the stability of the system has also been greatly improved.
Custom ASP services, through the use of paid software monthly, so that no longer need to spend thousands of dollars to build their own systems, and the use of the system, but also based on conditions to charge, as low as several hundred dollars per month. In addition, users also save on technology costs and provide more resources for core businesses.
In order for digital signage to become a mainstream product, digital signage system software must be tailored for non-technical personnel, and it is not for professionals to create and maintain system content. When using digital signage software, there are several issues: content creation, content management, and transmission. The combination of ASP mode and innovative applications can greatly reduce the many obstacles that users encounter when using digital signage systems.
Like registering an email account, ASP lets users use the software to register an account on the website. Once the account is opened, users can upload their information on their PC or any remote PC within minutes. Of course, for new users, we must first have a simple and intuitive interface, so that they can accurately grasp the concept, and try to master the software with minimal training.
Content creation often requires professionals with extensive knowledge in image design, which will certainly increase the cost of digital signage systems. This problem can be solved by providing an advanced program that outputs sketches and texts and automatically generates dynamic content. This high-level program also provides simple content editing and change functions, and can update each display device at any time. This is especially important for many store managers who need to supervise the sale and discount of discounted products. For various emergencies, news broadcasts and special announcements, dynamic content creation is also very useful. Most platforms can accept images, movies, and flash files in normal formats. Users can set up display content reservation, location and content management for a very easy task.
V. Applicable Market
Digital signage is used in a wide range of commercial applications such as hotels, bars, retail stores, shopping centers, exhibitions, convention centers, corporate lobbies, grocery stores, medical centers, hotels, cinemas, entertainment venues, airports, museums, schools, and teaching centers. Wait. People involved in this market, both hardware providers and service providers, should consider this market as a new opportunity.
Market development in this area is actually simpler than many people think, and for small-scale manufacturers, the initial investment will not be very large. By working with digital signage software providers, stores can provide customers with complete solutions. Other services, such as content management, can also be provided to users who wish to operate freely. Lower software usage costs and declining hardware prices make it more attractive to enter this market.
Sixth, market opportunities
So how does the digital signage market really affect the prospects of the advertising industry? In previous years, traditional advertising channels such as television, newspapers, radio and magazines accounted for 80% of the advertising market, while digital signage was only 1%, but the market was rapidly changing. Advertisers are aware that due to a variety of reasons, the efficiency of traditional advertising channels is gradually declining, and consumers are more attractive to their tailored advertising products. Traditional broadcast advertising can only attract a part of the audience and miss many advertising opportunities. As the traditional media space shrinks, more commercialized and branded products provide more space for alternative ads.
Although digital signage cannot completely replace printing, experts believe that digital signage will set off a revolution in printing—a perfect combination of static and dynamic information. Digital signage systems not only require investment in products, but also require subsequent training such as manual training, which is relatively expensive compared to speaking. We know that the cost of digital signage systems not only includes equipment costs, network installation costs, network maintenance and advertising maintenance costs, but also requires training of dedicated personnel to manage digital signage networks. For customers, they will take a long time to decide whether they need to purchase a digital signage system. Therefore, whether the digital signage can be truly successful is still unknown.
In traditional media advertising, the return on investment of advertising is weakened. In addition, because of technology such as TIVO, which allows viewers to filter out advertisements, these greatly reduce the efficiency of traditional broadcast advertising channels. Advertisers are also starting to shift their focus to advertising channels that can generate higher income for them at lower investment costs. They realize that at the moment when consumers purchase things, advertising has a far greater influence on their purchasing decisions. Much larger than other places.
We know that networked electronic multimedia display systems and remote content management software with updated data are indispensable parts of the digital signage system. Digital display content is managed through a central server and transmitted over the Internet. Currently, in indoor applications, LCD and plasma display panels are the most popular. In outdoor applications, LED systems are the most sought after. When running digital signage networks, vendors often provide independent software that is compatible with various hardware or solutions that include dedicated hardware devices and software systems. Once the system is installed, the retailer can manage content through the digital signage network. In some places, the public space network uses advertising revenue to support program operations, and is also very suitable for vehicles such as trains and airplanes.
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