Guide to Digital Signage | Your Questions Answered

What is digital signage?

Digital signage is everywhere! Digital signage is a screen that can be customized with messages relevant to individuals in that space. It enables business owners, property managers and others to communicate full-screen messages that provide tenants, visitors, or the general public with information on displays in common spaces or high-traffic areas.

Digital signage is used in a variety of ways to suit different needs. It can be a tool to reach audiences outside their homes for brand recognition, to drive business or highlight product features. It can also be used by office buildings, multifamily apartment buildings, or businesses to bring attention to important information that enhances customer experience, like building protocols, maintenance updates or calendars of events.

Digital signage is easy to set up. All you need is a screen, a way to secure your screen (such as a podium or wall mount), use wifi or ethernet cable and digital signage software. Most companies can connect their digital signage software to your existing screen, you won’t need to purchase a new one.

What is digital signage software?

Digital Signage Software (often called a content management system or CMS) allows you to create, customize, schedule and publish information to your screen. Digital signage often comes with a plug and play device, (think firestick) that connects digital signage software to your screen, so you can manage your post (content or messaging). Most digital signage software is turnkey and easy to use. The best options offer training and templates to make it even easier to communicate with your customers and visitors.

What are the benefits of digital signage?

Customize Information Quickly

As information continuously changes, digital signage is a way to update your audience with a click of a button. You can login to your digital signage software from your smartphone, allowing you to update quickly and in real-time. From a bathroom outage on the fourth floor, to a building-wide emergency, digital signage enables you to post changing information quickly and effectively.

Cost Effective Communication Solution

We live in a digital world where people expect and are accustomed to receiving information on digital screens. Digital signage embraces this evolution and eliminates the need for costly, outdated forms of printed communication – signage, pamphlets, flyers, notices under doors etc. Digital signage saves you money which can be reinvested into other areas of the business. It also communicates your message more effectively – win-win!

Digital Signage VS Phone Notifications

When we unlock our phones, we are often overwhelmed by emails and notifications and choose to only pay attention to what we think is important. That’s when information gets lost. With digital signage in high-traffic areas, your audience has a much greater chance of seeing your messaging.

Foster Community

Digital signage is a way to help build and enhance your community. You can use it to promote events in your building, workplace, or your neighborhood.

What is the best digital signage software for you?

What are your goals?

Take into consideration your communication goals, and pain points, when communicating with your audience. Are you looking to only communicate company/property/business information? Or are you looking to engage visitors with an amenity that will provide engaging curated news & information alongside your customized content? Putting digital signage in high traffic areas provides better assurance eyes will be focused on your message.

Make your message pop!

If you’d like full control over what is being posted throughout the day, look for digital signage software that only posts your own messaging. Make sure it stands out. According to Ad World, “56% of a digital campaign’s outcome is dependent on the quality of the creative.”  If your digital signage is not engaging, it’ll be a fly on the wall and your information will get lost.If you don’t have the resources to always keep on top of your digital signage, find software that has managed content with which you can integrate.At Captivate, our editorial team partners with top media partners to bring local news, weather and sports. Within our content you can post your own, providing a one-stop source of current and timely information for your audience.

What is digital signage display vs TV?

Digital signage has one channel, with curated and customizable content that fits a building’s communication needs. Messaging is static or on rotation and conveys information that is specific to the location. You control the message that your audience sees, and how often they see it. It can be used in multifamily properties, condos, office buildings or businesses.

TVs on the other hand, have multiple channels that are for public interest and do not address the needs of a specific location or audience. 

There are many companies in the digital signage space that offer a blend of content and property messaging. Some provide simple RSS feeds while others provide a professionally edited content offering. Regardless of which option you choose, be sure to review the providers credentials and level of experience. The last thing you want is to have inappropriate content appear before your customers. The best providers lean on a professional editorial team to curate a programming mix of content that is always safe, always appropriate and always engaging.

The same hardware can be used for both digital signage and TVs. Both digital signage and TV use the same hardware, it’s the content and ability to manage content that differs.