It’s no secret in today’s business landscape that digital signage is one of the most effective and eye-catching communications mediums on the market.Spend time with any marketing professional and it’s easy to feel the excitement generated around digital technology. The enthusiasm is electric. Convinced by the vibrant colors and sharp resolution that a digital display provides, CEOs are ready to deploy dozens of displays under their company’s banners.
But before signing on the dotted line and rolling out the cash, it’s important to understand exactly what digital signage is and how it works. What kind of display will best meet the deployment needs: plasma or LCD? What are the pros and cons of each? How will digital technology change in the next five, 10 or 20 years? What about terminology — what is the language of digital technology?
Digital signage is big business for companies in a variety of sectors, and is only expected to get even bigger. Worldwide digital out-of-home (DOOH) will grow at a compounded annual growth rate of 15.2 percent from 2011 to 2016, according to New York-based research firm MagnaGlobal. During that same timeframe, DOOH advertising revenue is expected to double to $5.2 billion from $2.6 billion.
Far too many signage deployers launch a huge project without having a firm grasp on the basics. More often than not, these misguided efforts wind up costing the deployer lots in terms of sunk cost. This is unfortunate, particularly when the mistakes could have been avoided had the deployer only taken the time to learn some basic facts about the business.
We’d like to thank LG Electronics Inc.,whose kind sponsorship of this guide enables us to bring it to you at no cost.