Digital signage is a new media concept, referring to the multimedia professional audio-visual system that releases commercial, financial and entertainment information through large-screen terminal display devices in large shopping malls, supermarkets, hotel lobbies, restaurants, cinemas and other public places where people converge. Its aim is to specific physical places, specific time periods for specific groups of people advertising information broadcast characteristics, so that it has gained the effect of advertising. In foreign countries, it is also called the “fifth media” alongside paper media, radio, television and the Internet.
Digital signage plays an increasingly important role in the process of social informatisation, and the technical level of enterprises is the key to determine the quality of digital signage products. China’s digital signage in technology on the level of the gap with well-known foreign manufacturers, especially the high-end market, but China as one of the world’s largest markets in public facilities, commercial advertising and other social life and business applications, the demand for digital signage is also growing, and many of the big international brands and local brands have to enter, seize the first opportunity.
With the development of informatisation and digitalisation in China, technology is driving huge changes in all aspects of our society, including digital signage. Nowadays, technology gives digital standards more power to develop, according to Xinsiwei industry analysis found that the current digital signage industry mainly embraces new technologies including:
System-on-a-Chip (SoC) technology, which has developed rapidly in recent years and has nearly replaced the need for external media players. This technology trend shift means that digital signage only needs to run software through the screen, thus providing a more streamlined solution.
Commercial-grade screens, such as OLED screens, offer users more advanced features and enable higher contrast ratios. Current innovations also offer ultra-thin and curved technology, options that are particularly effective in creating flowing, wavy large screen display walls.
LED display technology, although relatively expensive, has been growing in use. Especially for large format display projects, it is cost effective and therefore ideal for large scale installations.
High Definition Projection, by combining a high resolution (HD) projector with professional projection film, retailers are able to convert their standard see-through window displays into large format digital screens that can display dynamic video or static visual images.
In-store music, in-store background music is now or has become a trend, the retail industry and fast food chains, etc., has begun to realize and extensive attention to this aspect of the technology.
Verticals such as transport, property, retail and venues are beginning to realise that it is vital to make the most of an effective digital signage solution that uses innovative ways of capturing the attention of customers.
As opposed to the past, where owners and users were only concerned with the content on the screen and the final performance outcome, it is now better understood that technology remains the main driver in the digital signage industry, regardless of the placement of the screen and the creation of dynamic content that determines the effectiveness of in-store digital signage.
Digital signage has changed the traditional mode of information dissemination, with exciting screen displays bringing visual enjoyment to a wide audience. Digital signage appeals to customers because it conveys messages in a familiar, high-quality format, complete with entertainment devices.
In order to generate long-term revenue from advertising sales, digital signage also appeals to businesses because it provides instantly updated, targeted visual communications that are informative and engaging. Overall, the applications of digital signage in various industries can be categorised into queuing applications, enquiry applications, exhibition applications and promotional applications.
