What is digital signage?

And why it is about all of us.

Nowadays, digital media are increasingly used as communication tools at the point of sale (POS). Current concepts range from broadcasting public TV programs, Powerpoint TV to strategic concepts with specially produced contents and national coverage. Unfortunately, it is rarely evaluated which of these concepts entertain customers and employees and which goals are reached.

In general, there is actually no simple answer to the question "what is digital signage?". Is every public screen a part of it? Or does the broadcasting content determine the classification?

In the making of the study, experts were interviewed worldwide. The first results show that a differentiation of digital signage by technology, as it is largely done in literature, does not deliver sufficient results. The answer to the questions seems to become easier by concentrating on people. People as viewers and consumers of digital media.

In search of a binding definition for digital signage we asked ourselves and our interview partners: Can you speak of digital signage whenever people encounter digital media outside of their home? If so, then all digital dialogue tools would be included as well. Would this expand and dilute digital signage as a market of its own and a medium of its own too much?

The following definition for digital signage results:

1. A digital communication medium,
2. that is consumed by people outside of their home,
3. and that is set up as a mass medium.

There is a worldwide demand for communication media to which the above definition applies and which are used for various applications. Several forecasts project extraordinary growth rates in the coming years. Some anticipate considerable sales shifts in media bookings in favor of digital signage. The possibilities, opportunities, but also the risks are challenging.

Brands, retailers and other operators of public space are directly involved. Digital signage projects are complex and often designed for the long term; a variety of disciplines are working hand in hand on them. The study analyzes what is conceived as digital signage, which risks and opportunities, potentials and market entry barriers exist worldwide.