Digital signage

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A video clip of a digital sign in the USA

Digital signage is electronic signage that uses LCD, LED, or projection to display content such as digital images, video, streaming media, and information. It may be used in public spaces, transportation systems, museums, stadiums, retail stores, hotels, restaurants, and corporate buildings, to provide wayfinding, exhibitions, marketing, and outdoor advertising.

Digital content[edit]

Digital content displayed on the signage may be presented in one of the following formats:

  • Text - Scrolling text. Either scrolling text, or text dynamically updated via external newsfeed source.
  • Images - Scrolling images, usually in the format of digital advertisement posters
  • Video - Usually in the format of commercial TV advertisements.
  • Interactive interfaces - Combining with touch screen and Kinect sensors, it allows two ways communications with the users.

Digital content creation[edit]

Content is typically designed through specialist firms. However, they are often deemed expensive.[1] The Digital Signage Federation, the Digital Screenmedia Association, the Digital Place-based Advertising Association and OVAB Europe are some of the non-profit industry trade groups representing firms and professionals in the digital signage market. Nowadays, digital content can be created easily via Content Management System.[clarification needed] Its control panel has built-in tools which allow advertisers to combine audio, video, image and interactivity easily by themselves.


China leads the world in the number of digital sign displays deployed and number of NASDAQ IPOs. Total revenue from the digital sign equipment market in the United States – including hardware, software, installation, and maintenance—is expected to grow by about 33% in 2009.[2] Another source for information on digital sign displays and impressions (the number of times a viewer reads/views digital sign), is a report provided by Nielsen, the "4th Screen Network Audience Report". In it Nielsen identifies that digital screens in the "fourth screen" category in the US generated over 237 million monthly exposures to persons over the age of 18. The report identifies Screenvision, NCM, Captivate, GSTV and IndoorDirect as among the companies that are leaders in the fourth screen category. Nielsen estimates these 237 million+ exposures translate into more than half (54%) of the adult population being exposed to a place-based video advertisement during the period measured.[3]

Common applications[edit]

Digital signage in the Warner Village Cinemas in Taipei
Digital signage in a pharmacy store
  • Public information – news, weather, traffic and local (location specific) information, such as building directory with map, fire exits and traveler information.
  • Public transportation - With growing connectivity availability, there is a growing trend for adding digital signage inside taxis, buses, trains and planes.
  • Internal information - corporate messages, such as health and safety items, and news.
  • Menu information – pricing, photos, ingredients, and other information about the food(s) being offered, including nutritional facts.
  • Fashion store dressing room – Helps shoppers to choose dresses inside a fashion store [4]


JPEG images and MPEG4 videos remain the dominant digital content formats for the digital signage industry. For interactive content, HTML5 and Unity3D are widely used due to their popularity among web developers and multimedia designers.

There are a number of technologies which are hoped[by whom?] to have improve standardisation and interoperability of the digital Signage industry, such as SMIL and POPAI.

See also[edit]


  1. ^ "ISE DOOH Business Conference Presentation". DailyDOOH. Retrieved 2009-03-09. 
  2. ^ "US Digital Signage Market to Grow by One Third in 2009". ABI Research. Retrieved 2009-03-17. 
  3. ^ Joe Mandese, MediaPost News,April 13,
  4. ^ Bianca Heyward (2015-11-20). "Ralph Lauren - Smart Mirrors, Dressing Room, Clueless". Retrieved 2015-12-02. 

External links[edit]