WHY DIGITAL SIGNAGE?

An introductory guide to the

benefits of digital signage

Introduction

It’s More Than Just Signage

Control & Flexibility

To Inform & Engage

For a Cutting-Edge Look & Feel

It’s Fit for Any Industry

Conclusion

To Attract & Secure Attention

Contents

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Not only is the market large and growing, but also distributed across a variety of verticals – retail, restaurants, commercial real estate, finance, government, hospitality, healthcare, transportation and education, to name a few.

Even if your business doesn’t fall under any of these verticals, you’re likely to find a use for digital signage. It’s a versatile, powerful technology that can be customized to suit almost any business’ needs.

So why digital signage? Why not the traditional static signage that’s been in use for centuries? In this e-book we’ll dive into the reasons one-by-one. You’ll learn the advantages digital signage has over traditional signage, its unique benefits and how it’s useful in almost any industry. You’ll never see the world of signage in the same way again.

The same is true for signage. Many businesses are now switching from static, printed signage to digital signage, or signage that is displayed on a digital screen..

The digital signage market, which consists of all necessary hardware, software, installation and maintenance, was estimated to be worth $1.53 billion in 2014. That market size is projected to more than double to $3.23 billion by 2020, with an annual growth rate of 13.2%.[1] The numbers are even larger when advertising revenue is taken into account.

The further we move into the digital age, the less we use good old-fashioned paper. We type into our smartphones things like grocery lists, to-do lists, reminders and contact information rather than putting pen to paper. Bills are online, calendars are in our devices, bank statements are downloaded as PDFs, receipts are emailed and tickets consist of a barcode on your phone screen. You may still write things down on paper or know others who do, but suddenly it’s a matter of preference or perhaps even considered a little old-fashioned.

Introduction

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[1] Frost & Sullivan’s Analysis of the Global Digital Signage Systems Market Report, 2014

Why Digital Signage #1:It’s More Than Just Signage

In order to use digital signage to its full potential, first and foremost you must understand what that potential is. Just like your smartphone isn’t just a phone, digital signage isn’t just another form of signage. Think of it as a technology that can transform a TV screen into a giant smartphone, complete with apps and internet connectivity.

There are three main components to a digital signage unit:

1. Digital display – Display on which content is shown, such as a TV screen, video projector, video wall, tablet or jumbotron.

2. Digital signage player – Device that delivers content to the display. Connects to the display via HDMI cord and also connects to the internet.

3. Digital signage software – Online platform for managing content, displays, users and settings. Commonly purchased on a monthly subscription basis (“software-as-a-service/SaaS”).

Just like your smartphone isn’t

just a phone, digital signage

isn’t just another form of signage.

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All good digital signage software comes with apps, just like the ones on your smartphone or tablet. These apps can display content like social media, graphics, video, menus, directories, local weather and more.

Are these things you usually associate with “signage”? We didn’t think so.

Static signage is just that – static. Digital signage, on the other hand, is dynamic, live and interactive. It’s less a form of signage and more a form of communication – and two-way communication, at that. It’s no wonder it has such a diverse set of uses across many industries, all over the world.

If you’re considering digital signage, don’t think of it just as a switch from one form of signage to another. Think of it as expanding the very nature and capabilities of your signage and transforming the entire customer experience.

Vivaldi Boutique in New York City displays an

Instagram feed of its latest collection along with

the local weather in its storefront window.

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Digital signage allows the user much more control and flexibility in terms of content management than traditional signage does. As a digital, internet-connected solution, digital signage has a “front end” and a “back end”. The front end is content as it appears on the display, while the back end is the online digital signage software used to manage content.

Having a back end gives the user an immense amount of control and flexibility that isn’t possible with traditional signage. It enables you to display content that is more:

● informative● timely● accurate● detailed● relevant● dynamic● interactive● personalized

...and much more. The possibilities are far and wide.

Why Digital Signage #2:Control & Flexibility

Digital signage has a “front end” and a “back end”. The front end is

content as it appears on the display, while the back end is the online

digital signage software used to manage content. Having a back end gives

the user an immense amount of control and

flexibility that isn’t possible with traditional

signage.

What if I already use digital signage, but don’t have digital signage software?

Not all digital signage solutions involve a digital signage player and software. Some opt for so-called “do-it-yourself (DIY)” methods, such as:

● Putting content on a USB drive and plugging it directly into a screen● Using a Google Chromecast, Amazon Fire Stick, Apple TV or similar device● Connecting a computer to a screen via HDMI cord● Screen mirroring

With such methods, there is typically no online dashboard for managing content. But does that matter?

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It matters if control, flexibility, customization and ease in content management are important to you. It matters if you want to use digital signage to its full potential. It matters if you want to experience why digital signage is more than just signage.

Let’s delve into four ways this is so:

● Remote content management● Content scheduling● Organization tools● Multiple user accounts and permissions

Remote Content Management

Digital signage software usually consists of a dashboard or interface on which users can manage their content, settings, account and more. This may also be called a content management system or CMS. Most CMSs can be accessed on the web using an internet-connected device like a laptop, smartphone or tablet. Many are also cloud-based, meaning all necessary files and data are stored and accessed online.

What this gives users is the ability to control their digital signage content remotely.

Suppose a retail chain needs to update the content on a screen located in one of their stores, but the store is located all the way across the country. All they need to do is log into their dashboard on a laptop, smartphone or tablet – whether it’s at home, the corporate office, a hotel, etc. – and make the necessary changes. The screen will update normally, with no need to be in the same room as the screen. Nifty, right?

Remote content management allows you to update your signage on your time, wherever you may be, to the benefit of both you and your audience. You enjoy a convenient operating experience while your audience enjoys content that’s always relevant, timely and evolving.

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● Seasonal content – Set start and stop dates for seasonal content like clothing lines or menus

● Audience tailoring – Schedule content based on the types of customers your business attracts at different times and places.

Content Scheduling

Another convenient feature many digital signage CMSs include is content scheduling, which is just what it sounds like: the ability to schedule content to display at specific dates and times. Rather than having to go into your dashboard every time you need to change the content on the screen, you can schedule an entire week’s, month’s, or even year’s worth of content in one instance. Once content is scheduled, you can let it run on its own.

Content scheduling is useful for things like:

Content scheduling makes for an automated operating experience, allowing you to spend your time focusing on

what you do best.

● Closed holidays – If your establishment is set to be closed for a holiday, schedule content to not display on that day.

● Limited-time promotions – Schedule start and stop dates for content regarding any limited-time campaigns.

● Time-sensitive or one-time announcements – Schedule announcements to display for a limited duration.

● Recurring announcements or events – Does your business have weekly Happy Hours? Are you closed one day a month? Schedule recurring announcements to remind customers.

● Upcoming events – Build anticipation for an upcoming event by scheduling promotional content leading up to the day of the event.

● Menus – Schedule your breakfast menu to display in the morning, dinner menu in the evening, etc.

allows users to organize their displays into Display Groups. Suppose a retail chain has multiple stores, each having multiple displays. They can create a Display Group for each store containing just that store’s displays. If they need to update all of the screens in one of their stores, they can simply apply changes to the appropriate Display Group rather than configure each display one-by-one. They can also group their displays based on where they are within a store, such as near the registers, in the storefront window or by the entrance.

The business may want to advertise sale products on its displays near the cash registers, promote their latest clothing lines on the storefront window screens, and share a welcome message on the entrance display. Having organized displays makes this much easier to carry out and keep track of.

Organization Tools

Digital signage solutions often consist of multiple displays, sometimes dispersed across multiple locations. Whether you have one store with a few displays within it or several displays across stores nationwide, it’s crucial to keep them organized.

Keeping your displays organized by location, function or whatever you may choose helps you put the right content on the right screens. This may be referred to as targeting – distributing specific content to specific audiences, with their tastes and preferences or a goal in mind.

For instance, CrownTV’s dashboard

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Multiple User Accounts & Permissions

In addition to keeping your displays organized, if you have multiple people who need access to your dashboard, keeping your users organized is important as well.

Many digital signage dashboards, including CrownTV’s, allow you to have multiple user accounts with differing levels of control. By default there is usually an “admin” or “master” account having the most control, including the ability to create new user accounts.

The more flexibility and control you have over

your content, the better the experience for both you and your audience.

Each user account has its own login and password, and may be assigned certain permissions and levels of access by the admin account. For example, a company may want certain employees to be able to add new content and other employees to only be able to edit existing content. Whoever controls the admin account can allow these differing levels of access by giving each employee a user account, then granting each of the accounts the proper permissions. And it’s not just about levels of access – users can also be given access to certain screens or types of content (videos, graphics, apps) based on their job title or location.

Having multiple user accounts and permissions adds another layer of organization, targeting and automation to your operating experience.

The more flexibility and control you have over your content, the better the experience for both you and your audience.

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Why Digital Signage #3:To Attract & Secure Attention

You’re walking down the street and you see two different signs in a storefront window. One is printed on paper and contains some text and graphics. The other is a digital screen showing a video. Which one is more likely to grab your attention?

We’re guessing the second sign. But why?

Three reasons:

● It’s dynamic as opposed to static● It’s unique, standing out from other signs you’re

used to seeing● It’s vibrant.

Digital signage is unique, standing out from other

signs you’re used to seeing.

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Digital signage has effects on customers that can stop them right in their tracks, and there’s research to back that up.

A 2007 report by SeeSaw Networks showed digital signage is an eye-catching, compelling form of media:

● 62% of adults surveyed recalled seeing a digital signage advertisement over the past 12 months. Among young adults age 18 to 24, the figure was 75%.

● The 1,780 people surveyed regarded digital signage as more attention-grabbing, unique, interesting and entertaining than other forms of media.

● The respondents also found digital signage “less annoying” than other forms of media.

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Digital signage is also more likely than static signage to secure attention once you’ve grabbed it. When you display dynamic content like videos, slideshows or apps, there’s a better chance viewers will stick around to see what’s coming up next on the screen.

Signage is everywhere, to the point where you must compete for consumers’ attention. Digital signage gives you an edge over the competition through its advantages over static signage in capturing and securing attention.

Digital signage is ratedmore highly than otherforms of media for thefollowing characteristics:

-Attention grabbing (63%)-Unique (58%)-Interesting (53%)-Entertaining (48%)-Less annoying than othermedia (26%)Digital Out-of-Home Media Awareness & AttitudeStudy, United States 2007

Why Digital Signage #4:To Inform & Engage

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● Accuracy and timeliness – Because digital signage is easy to update, audiences will only see the most accurate, up-to-date information.

● Relevancy – Digital signage makes it easy to target specific audiences and tailor content so it’s most relevant to whoever will be seeing it. You’ll avoid information overload and show audiences only what they really need to know.

● Ability to rotate content – Digital signage can display more content using less space than traditional signage, because of its ability to rotate content. This allows you to give your audience more information and details on a single screen.

So what kind of information is good for displaying with digital signage? Almost any, but here are some popular examples:

Information is power for consumers. It helps them make purchase decisions, find their way, be aware of their surroundings, save money, spend their time wisely, and much more. Informed consumers are satisfied consumers, and what business wouldn’t want that?

There are many ways to inform consumers, however, and some are better than others. In our opinion, there is no better way to inform audiences than with digital signage. But why?

● Quick content creation – If you’re in a pinch and need to inform your audience of something ASAP, it’s much quicker to create new digital signage content than to make physical signs and install them.

● Easy updating – Information can change on a whim. Digital signage content is much easier and quicker to update than traditional signage content. And did we mention it can be updated remotely?

There are many ways to inform

consumers, and some are better

than others. In our opinion, there is no better way to inform audiences than with digital

signage.

● Upcoming events● Announcements

● News● Local weather

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Beyond informing audiences is engaging them. But what’s the difference between the two?

To inform someone is to supply knowledge to them.To engage someone is to occupy their attention and/or efforts.

Engagement can be thought of as more of a two-way, interactive process, while informing is more one-directional. A simple example illustrating the difference is a professor giving a lecture to a class versus a graduate student leading a class discussion. The professor is informing the class, while the graduate student is engaging them. You may often hear the term “engage in conversation”, and it should now make sense why the term engage is used in that instance.

So how does digital signage engage audiences as well as informing them? Mostly through interactive applications or apps, just like the ones on your smartphone or tablet. Digital signage is sometimes compared to turning a TV screen into a giant smartphone, and apps are why. Apps are dynamic and bring the audience into the conversation. They may also display content in real-time. They sometimes require participation on the audience’s part, in exchange for the audience member being recognized on the screen.

● Menus and price lists● Nutritional information● Product descriptions● Background info, history, trivia, etc.● Helpful tips

● Operating hours● Agendas and schedules● Maps and directories● Contact information● Staff names, bios, contact info, etc.

Here are some examples of digital signage apps that engage audiences:

● Social media – Displaying a social media feed is a highly engaging way to use digital signage. Audiences who follow a call-to-action like using a specified hashtag or mentioning a certain account can see their post show up on the screen.

● Quizzes and trivia – Require audiences to think and play along.● Inspirational quotes and words of encouragement – Inspire real-life action.● RSS feeds – An RSS feed typically consists of the latest headlines from a website.

RSS feeds are primarily informative, but also engaging as they update in real-time.● Weather – We all like to be aware of the local weather forecast as we go about

our day. Display it alongside other apps for extra engagement.● Video – The most dynamic, attention-grabbing content you can possibly display

via digital signage.● Branded templates – CrownTV’s software includes custom-branded templates

that businesses can fill in with content and use as they wish. Colorful and unique, they’re perfect for drawing and holding attention.

● Slideshow – Why display one photo when you can display several on one screen? Slideshows keep audiences watching and wondering what will come up next.

Informing audiences is essential, but engagement is how you entertain, communicate meaningfully and make people feel a part of the conversation. Why settle for one when you can do both?

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Social Media (Instagram Hashtag Wall)

Custom-Branded Template

Why Digital Signage #5:For a Cutting-Edge Look & Feel

All signage has functional purposes, but we can’t deny

that it serves an aesthetic purpose as well. It should

inform and engage audiences first and foremost, but it

should also look good while doing so.

Digital signage in particular has the power to completely

transform someone’s perception and experience of a

space. If done right, it creates a more modern, connected,

cutting-edge vibe and appearance. Although use of

digital signage is becoming more common, it’s still

something many people find unique and eye-catching.

When you walk into a store with traditional signage, it

feels like any other store. Walk into a store using digital

signage, however, and you’re likely to think the business

is more tech-savvy, edgy and bold than others. Which

store would your business rather be?

Digital signage

has the power to

completely

transform

someone’s

perception and

experience of a

space.

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Why Digital Signage #6:It’s Fit for Any Industry

Being a highly customizable, versatile and accessible solution, digital signage is truly for everyone. It’s used in a wide range of industries by businesses large and small, and its usage is growing.

Those industries include (but are certainly not limited to):

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● Real estate● Offices● Salons and spas● Healthcare● Education● Hospitality

● Retail● Restaurants● Auto dealerships● Finance● Shopping centers● Fitness

Whether or not your business is in one of these industries, there’s a use for digital signage. What business doesn’t want to attract more customers, record more sales, and improve the look of their establishment?

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Here are some ways digital signage can be used by the aforementioned industries:

Healthcare

Waiting at a medical office is almost inevitable, but digital signage makes it much less dull. Use screens to show approximate wait times, give health tips, share the latest news in medicine, introduce your doctors and establish trust with patients. It may not shorten actual wait times, but the wait will feel shorter. Modern medicine needs modern signage.

More on Digital Signage for Healthcare

Real Estate Firms

Keeping property listings up-to-date and accurate is crucial for real estate firms. With digital signage, updating listings can be done remotely and in real-time with just a few clicks. One screen can also display hundreds of listings and photos. And it’s not just about listings – firms can also promote upcoming open houses and advertise their services on a screen right in their storefront window.

More on Digital Signage for Real Estate Firms

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Retail

Digital signage for retail can turn window shoppers into paying customers. Use screens to advertise sales and show off your latest clothing lines inside the store or in your storefront window. Place displays near checkout or shelving areas to trigger impulse purchases. Managing displays for multiple store locations is a breeze with remote updating capabilities, content scheduling, multiple user accounts and organization tools like Display Groups. Schedule your displays to only run during your store’s operating hours for supreme automation.

More on Digital Signage for Retail

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Salons & Spas

Reflect your salon or spa’s keen aesthetic through its signage by going digital. Display your services menu, show off the latest styles and advertise products while adding to the beauty of your space. Social media apps also enable you to showcase clients’ social media posts sporting their new look, or feature industry leader accounts to keep tabs on the latest trends. Slideshows allow you to make the most of the screen space you have, no matter how large or small your establishment. Use video to really wow clients and passers-by. Your salon or spa will look just as good as the looks you create for your clients.

More on Digital Signage for Salons and Spas

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Education

Campuses are large places where many people come and go, Keep them all connected by using digital signage to display maps, directories, announcements, news, visitor information, social media feeds and more. Put your school’s excellence on display to attract potential new applicants and impress visitors. Show your team spirit by using your school’s colors and logo.

Digital signage is also great for commencement ceremonies, as it works with any display size – even video projectors or jumbotrons. Graduates and attendees will love seeing their social media posts and photos on screen!

More on Digital Signage for Schools

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Restaurants

They say you eat with your eyes first, so why not show customers your restaurant’s delectable food on digital screens? Display digital menus, customer social media photos of your food (Instagram foodies will love it!), reviews and press mentions, special promotions, nutritional information and more. Managing screens in multiple locations and updating your menus anytime, anywhere is easy with remote content management and an online dashboard.

More on Digital Signage for Restaurants

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Offices

Digital signage is quickly becoming a favorite internal communications tool among companies of all sorts. In a time when only 32% of U.S. workers feel engaged at their job[2], this is no surprise. Create a connected, modern, smart office by using digital signage for company announcements, industry news, social media, employee shoutouts, goals, performance metrics, words of encouragement, etc. You’ll foster a stronger, more engaged team and company culture, and your office will look great.

More on Digital Signage for Offices

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[2] http://www.gallup.com/poll/188144/employee-engagement-stagnant-2015.aspx

Hospitality

Placing digital signs throughout your hotel makes guests feel even more welcome and comfortable. Use screens to tell them when and where Happy Hour is, what amenities are available to them, what’s good nearby, what’s on the menu at the hotel restaurant(s), what kinds of events are taking place in the hotel, what the weather’s like outside and what previous guests love about your hotel. It’s like having a digital concierge. You’ll help guests make the most of their stay by having plenty of information at their disposal. Place displays in heavily frequented areas like the lobby and elevators to maximize your reach. It’s also great for conventions or other events held at your hotel.

More on Digital Signage for Hotels

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Conclusion

So why digital signage? A more appropriate question would be why not digital signage. It’s easier to manage, modify, customize and brand. It’s also better at grabbing and holding attention, drawing in customers, informing people and fostering engagement. Not to mention, its wide capabilities make it adaptable for use in any industry while enhancing the look of your establishment. Who knew signage could be so powerful?

If you’d like to learn more about how digital signage can serve your business’ particular needs, CrownTV is here to help. Request a demo of our intuitive, easy-to-use solution and see for yourself how powerful it is. From setup to content creation to management, our team is with you every step of the way. We’ll create a customized solution just for you.

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REQUEST A DEMO

York, France and Toronto. Our cloud-based dashboard lets you schedule and display content from any location on one screen or hundreds. Broadcast social media feeds, video, advertisements and more to engage your audiences in one store or around the world. CrownTV’s constantly evolving apps enable businesses to access the largest variety of content and communicate more efficiently and effectively on digital displays. We develop the most modern and easy-to-use digital signage software on the market, creating engaging experiences for Mercedes-Benz, Redken, Century21, L’Oréal, Westfield and hundreds of other businesses worldwide.

About CrownTV

CROWN TV is the industry leader in digital signage with offices in New

North America:

CROWN TV1000 Dean St. #242Brooklyn, NY 11238

Tel : 1.855.323.7419 Ext: 303www.crowntv-us.com

Europe:

CROWN HEIGHTS GROUP24 chemin des Verrières69260 Charbonnières les Bains

Tel : 04.72.83.97.97www.crown.fr