Installation Type: Media and Advertising
DIGITAL SIGNAGE – LATEST SYSTEMS OF ADVERTISING SYSTEMS
(OUT-OF-HOME ADVERTISING)
Digital Signage is a network of electronic video carriers, such as LCD, LED, and plasma screens. The main advantage of the network of electronic carriers is a fast, almost immediate, possibility of changing the presented content and its free manipulation, depending on a place and a group of receivers. This form of advertising is recognized as out-of-home advertising. Thanks to the possibility of applying various network carriers, they are used in sales promotion at the sales points next to shelves in a shop as well as on large format outdoor carriers.
Technologies
Digital Signage networks usually consist of:
- central item – server, or a computer supporting the whole network. It here that advertising material is saved and sent to specific locations (screens), LAN/WLAN connections. In the case of network in one building, usually a basic computer network is used to connect. In the case of more distant locations, internet network with throughput adjustable to system requirements is used. Dedicated satellite networks in connection with GPRS receiving signal can also be used;
- screens, i.e. image carriers designed through the application of any technologies. The ones which are most popular include plasma screens, LCD monitors, and LED screens. The ones which are rare include multimedia projectors and traditional CRT TV sets;
- LCD monitors – they win out in indoor applications due to their high resolution and durability. Because of their prices, the most popular monitors range from the 14’’ to 30’’ ones. There can also be smaller monitors, starting from the 7’’ ones which can be built in mirrors or headrests in cars;
- plasma screens – the most popular sizes are above 36’’. Such a size makes them cheaper than LCD monitors; however, the prices can be levelled in the future;
- LED screens – they are the only solutions in outdoor networks.
LED technology allows for the image production in full daylight. Unfortunately, because of the low resolution of outdoor LED screens, the size of carriers starts from 12m2. The largest ones can even reach 100m2, and the biggest one available in Europe is 300m2 large. One- or two-colour LED displays which transmit only text messages are also frequently used. Because of cheaper alternative carriers, indoor LED technology, SMD, is rarely used, although even such high-end installations are now being applied;
- multimedia projectors are used in rooms where the light is dim. Their use is becoming easier nowadays due to significant price reductions and emergence of screens and transparent foils which sometimes make an image visible even in shop windows.
Applications
Digital Signage networks have wider and wider applications:
• indoor information and advertising networks in one place, for instance, in hotels, offices, shopping and trading centres, and conferences rooms
• mobile systems, for example, in taxi corporations, trains, or local buses
• networks constructed within commercial areas of one company, for instance, banks, fashion houses, and hypermarkets
• networks constructed exclusively in homogenous commercial and public areas, such as hairdressing salons, shopping centres, pubs, university buildings, railway stations, airports, underground stations, trade buildings, etc.,
• POS networks – usually present right at the shelves, they accompany consumers when they are making decisions, even in Poland they are used in pharmacies, small food shops, or at the shelves with specific assortment in big shopping centres and at patrol stations
• outdoor LED screens which compete with traditional outdoor screens.
There are going to be more applications in the future, especially that interactive solutions are already being tested. There may be a possibility of pedestrians’ interaction, using interactive touch screens (touch LCD screens, special covers for plasma screens, interactive touch foils) or receiving signals from mobile phones (via Bluetooth, SMS, and MMS). The imagination of marketing staff will definitely create many new solutions in this field.
