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Digital signage refers to the use of digital displays, such as LCD or LED screens, to convey information, advertisements, or multimedia content in various public or private settings. It replaces traditional static signage with dynamic and interactive digital content.
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Digital signs are a sub segment of signage. Large installation digital signage systems are often designed by Environmental Graphic Designers who often design both the installation and the content to be viewed via the digital signage.Digital Signs are used in way finding, place making, exhibitions, public installations, marketing and outdoor advertising.
Digital signs use technologies such as LCD, LED and Projection to display content such as digital, video, streaming media, and information and can be found in public spaces, transportation systems, museums, stadiums, retail stores, hotels, restaurants, and corporate buildings etc.
Digital signage displays use content management systems and digital media distribution systems which can either be run from personal computers and servers or regional/national media hosting providers.
Since digital signage content may be frequently and easily updated, and also because of the interactive abilities available through the accompanying employment of real-world interfaces such as embedded touch screens, movement detection and image capture devices which enable these forms of signage to understand who and how users are interacting with them, they are gaining acceptance as an alternative to static signage.
One specific use of digital signage is for out-of-home advertising in which video content, advertisements, and/or messages are displayed on digital signs with the goal of delivering targeted messages, to specific locations and/or consumers, at specific times. This is often called “digital out of home” or abbreviated as DOOH.
The Digital Signage Federation and the Digital Screen media Association are two non-profit industry trade groups representing firms and professionals in the digital signage market.