Digital signage is the use of a plasma, LCD or projector monitor hooked up to a computer to convey messages to the public. The messages can be informative or commercial based, depending on the intention of the owner and the targeted audience. Screens bearing the messages can be as small as 12 inches or several feet long depending on the application and purpose. However the one thing business owners want to know is: can digital signage really increase exposure and sales dollars? Is it worth the investment?

Next time you see a business displaying a form of digital signage, go inside and ask their opinion on the product. Unless the screen is improperly placed, away from the consumer’s view, the business owner will very likely be ecstatic about their choice in purchasing the system. The most immediate benefit is flexibility. Once the monitor is set up and software is installed, the user can choose to display any image or message they please and change the configuration whenever they want.

A rotating collection of product images with a musical soundtrack may be desirable, or customer testimonials, or possibly even in depth product knowledge. If there is even the slightest change to the selection, the user can adjust what is shown on the display. The flexibility of digital signage is particularly useful for menus. Any eating establishment would find it a useful tool for displaying featured menu items or beverage specials. Spas and salons with rotating seasonal treatments could also benefit from an easily manipulated digital display.

How about applications in which a purchase may not be made directly because of the digital advertising, but there is still a role in its use? For example in a gathering place such as a mall food court, conference center, community center or library? The idea of a mall is to offer consumers everything they need under one roof. Shopping center managers want to keep people in the building and spending money for as long as possible. Therefore, offering a simple form of entertainment such as news, sports and weather clips will keep visitors in their seats and amused for longer periods. There is an informational aspect to using digital signage in a conference center.

Those attending conventions, seminars, forums or meetings will find an accurate and up to the minute instruction on where they are supposed to be invaluable. The displays could easily be changed at coffee and lunch breaks, directing attendees to areas where refreshments are available. Notifications for particular delegates to pick up a message can also be displayed, as well as last minute changes or cancellations. These convenient features can easily translate into dollars for the facility, as undoubtedly the event coordinators will love the flexibility and want to book the venue again.

Community centers, recreational facilities, libraries and educational institutions can benefit from digital signage in so many ways. Recreational facilities can display course schedules and changes, award recipients, new trainer information and even advertise local events. The library is becoming increasingly digital and signage is most definitely a useful tool. Visitors could view book reviews, lists of newly acquired titles and once again advertise for local community events.

For state funded entities such as these, the benefit of using digital signage lies in drawing people to the facility in greater numbers and more frequently. If the information on classes, courses, books and events is there for the taking then people are more likely to return. If community centers and libraries become more frequently used, then their annual budget is more likely to increase.

Does digital signage really work? Yes, it does. The key is in thinking outside the box. Be creative in its application and try to think from a consumer point of view. Be dynamic, attract attention and offer more than the competitor. Using digital signage will mean you will have greater flexibility to adjust with the fast pace of business.