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Digital Signage: Changing the way of Brand Building |
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A digital signage
is a medium of advertising which is gaining popularity worldwide.
Commonly referred to as out of home advertising, this process is
preferred over the traditional static means of advertising as it has
more return on investment. It reaches out to a more global audience and
can target specific people at specific locations and that too in real
time. The drawbacks associated with print media in regards to updating
of content are overcome by using this technology. It allows quick
content updation, providing complete control over content along with
flexibility and that too without additional investment. Offering the
opportunity to increase sales and generating more revenue, the digital
signage technology helps in by brand building by influencing
customers’ behavior and enhancing the customer experience.
Electronic displays like Video Walls, LCD or Plasma display,
Multimedia Kiosks and Projectors are used to display the content which
can be in the form of images, text, multimedia, video, animations etc.
Software which is used in this technology is compatible with all
industry standard file formats, such as Flash files, Video, HTML,
QuickTime, Microsoft Office, and JPG and the delivery of the content is
done using standard TCP/IP protocols. A thorough understanding of the
network and bandwidth availability is essential in order for successful
deployment of this signage solution.
The hardware, content and software combined together comprise the Digital Signage Solution.
While some solutions are stand alone and can be plugged into existing
television sets and played others allow the users to create customized
content that includes video and audio through a computer program.
Before deployment of any solution, it is important to check whether it
has the capacity to accommodate growth irrespective of how diverse or
complex the future requirements may be. The system should be able to
operate on the network without affecting normal operations. Updation of
content can be done either manually as needed, through a scheduling
system or by linking it to an outside feed. Most of the Digital signage solutions available in the market today are built on Microsoft Windows technology and do not require any proprietary hardware.
Digital Signage
technology is not only used in advertising but is also used as a means
of relaying information in the travel, financial, educational and
health care domain. Banks, supermarkets, airports, bus, train and air
terminals, cinema halls and hospitals are all places where one can see
displays operating on this technology
Last update : 20-06-2011 16:24
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