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How does Digital Signage work?

Digital signage allows you to display information for a certain target group on screens. A small computer receives the content from the Content Management System (CMS) or another external source (like a USB stick) and sends it to the screen. One of the main reasons to use digital signage in your organization is that it will significantly increase employee or visitor engagement. But how does digital signage work? Keep reading to find out what digital signage is and what benefits you can expect for your organization.

What is digital signage

‘Digital signage’ is the distribution of information through screens in order to reach your target group in the best possible way. It concerns information for a very specific target group, in contrast to, for example, a television broadcast that reaches as large a group as possible.

Like niche marketing or market segmentation, digital signage attaches value to information that leads to a customer profile. For example, (personal) preferences and demographic characteristics are considered. The content is eventually distributed via screens on location. Places where you can usually find these digital signage screens vary from offices to public transport, shops, restaurants, factories, and so on. Even hospitals use digital signage regularly, for example, for wayfinding.

Why you should use digital signage within your organization

Every organization wants to reach its employees or customers with relevant information. This can make them feel more connected to the organization. With digital signage, you can use the information you have about your target group to develop a message that perfectly matches their needs. Think, for example, about the hygiene measures in a hospital. Digital signage can help remind visitors and employees of the importance of these measures.

Extra advantage: attention will be attracted more quickly. Messages are distributed via screens, often with a moving animation instead of a static image or text as it would be on a poster. This makes the content more dynamic. In addition, it takes less time to replace content. You can replace content from a distance without putting up posters everywhere and replacing them when the information changes or becomes outdated. Therefore, it is very easy to update the information and ensure that the information is and remains relevant. You can also be sure that staff and visitors are informed in real-time.

How to apply digital signage in practice

Do you want to use your digital signage system optimally? Consider these three things:

1. Screen placement
This is the first step in implementing digital signage in your company. The placement of your screens depends on the target group and the purpose of the message. A fast-food chain will place its digital signage screens, which may display the menu or the status of an order, to be clearly visible for visitors and less visible for staff.

2. Goal and clarity
Your message always has a specific goal. Think about the goal of your message and describe it briefly but powerfully. This ensures clarity. There is nothing more inefficient than a message that no one understands. A good guideline for digital signage content is keeping text short and using moving images to catch the target audience’s attention.

3. Updates
Make sure to update your content regularly. If you don’t keep your content up to date, employees or visitors will not be triggered by the messages on your screen and will eventually even stop checking them for new messages, which is the opposite of what you want to accomplish! There is also a possibility of unintentionally spreading disinformation when the information is no longer up to date. Want to know more? Download this infographic with 10 tips to become a ‘Digital signage Content King’.

In many cases, digital signage can solve communication problems within your organization. Are you curious about our digital signage solution or other ways to better communicate within your organization? Contact us for a demo of the Netpresenter communication platform.

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