DOOH will definitely replace traditional displays
Digital Out of Home: This is how digital signage works
Posters, blackboards, cardboard displays and notice boards are a thing of the past. Today it communicates via digital signage. Whether strolling through the city, visiting a restaurant, waiting at the airport or even at school - nobody can get past digital out of home devices, especially in video form. Or rather: everyone comes over. Because digital signage is everywhere! And that is precisely why the term “Digital Out of Home” is a fairly broad collective term for the most varied of technologies that are used in a wide variety of ways as digital signage.
What is digital signage anyway? A definition
We encounter them more and more frequently in sales areas, in shop windows, but they are also no longer uncommon in clinics or schools: digital signage is a trend that has been more and more quietly integrated into our everyday life in recent years, including the classic advertising material such as posters, displays or posters has made the place in the sun a dispute. The Gabler Wirtschaftslexikon defines the term digital signage as follows:
engl. "Digital signage"; refers to electrical signage systems such as animated billboards, displays on Point of sale, LED boards in shopping centers with the advantages of the current adaptation of content, local adaptability and customer-specific approach compared to conventional signage.Gabler Business Lexicon
In other words: digital signage consists of at least one screen area that shows content for a specific reason. This somewhat vague description is the reason why the complexity of a digital signage installation is not immediately apparent to everyone. Behind this is a technology that should not be underestimated.
Thanks to special displays and digital signage screens that can withstand non-stop operation, digital content such as commercials, images and image films are played on a loop. These monitors are often found in entrance areas, above cash registers or they are integrated directly into the sales areas.
Digital Out of Home (DOOH) - digitization on the street
The ubiquity of the digital world in your own four walls is finding its way onto the open street thanks to digital signage. Accordingly, this phenomenon is also referred to as Digital Out of Home - or DOOH for short. And it works: This is shown by the 2019 trend analysis on the perception of digital out-of-home media, published by the Fachverband Aussenwerbung (FAW) and the agency outmaxx media service.
According to this, over 70 percent of consumers have already noticed the advertisements on digital screens, and the younger target group is even close to 90 percent.
“Especially the younger, advertising-relevant target groups perceive these media particularly well. Apparently the investments of the providers in the digitalization in the public space are paying off. "Kai-Marcus Thäsler, managing director of the FAW
This is hardly surprising: Almost everyone (namely 99 percent) has a smartphone. So there is a great deal of openness to new and innovative digital options. So it happens that in the age range of 18 to 28-year-olds almost three quarters of consumers have already interacted with digital out-of-home devices such as digital signage or have even been “persuaded” to buy a product.
However, this does not mean that digital signage is only for a young target group! Even with older target groups, digital out of home advertising is increasingly attracting interest because it is considered informative and modern and is associated with new products on the market. Current trends are evidence of this spread: Particularly popular digital out of home topics are vacation and travel, events in the region, but also special offers for food.
Digital display: the technology behind it
The name already suggests: One thing should not be missing in digital out of home systems: the display. In addition to the screens, which - depending on the location and content - are available in all imaginable sizes and formats, above all the signal supply must function reliably. This can come, for example, from a USB stick, a media player or from the cloud.
The transferred content is fed and updated either automatically or manually. In most cases, behind the content on digital displays, there is a professional agency that feeds the content into the systems. There is also the option of using content management systems, with employees often entering the content themselves on site.
About the following Must-have equipment every DOOH solution should have:
- It doesn't work without a playback medium: The screen as a digital poster is a basic requirement for digital out of home
- A content storage: The cloud is used more and more for this, but a media player on a server, a USB stick and even the good old CD can serve as a storage medium
- The controller: It is necessary for the timing and updating of the content
- And the heart of the digital signage system: the software that is responsible for preparing the content
Modern digital signage systems are already working interactively. This means that the display recognizes the gestures of the viewer and can thus be controlled.
In sci-fi films, digital displays are already equipped with face or iris recognition. In this way, the system recognizes the person opposite and can play content that is individually tailored to them. In theory, this type of digital signage technology could already be implemented, but it would conflict with data protection laws.
What are the Benefits of Digital Out of Home Videos?
Digital signage videos and digital signage systems in general are - who would have thought it - of course primarily used for marketing purposes. Digital Out of Home often makes up the background noise when it comes to the digitization of stationary retail, interactive exhibition stands or transmedia user journeys at events.
But: Digital Out of Home can do more than “just” advertising! Digital signage videos are also suitable, for example, for displaying information such as the latest news or weather forecasts. But specific information on local happenings, campaigns or the right advertising for every time of day or region can also be played out precisely via the devices.
But digital signage is not only informative - it is also decorative. It is also used for the use of mood images by being used as a dynamic element for the illustration of sales rooms.
Digital out of home vs. classic media
The classic, traditional media, which meanwhile include not only print media but also television, have a hard time in direct comparison with digital out of home devices. They have already largely replaced analogue print posters. Because people can remember moving images better, in the form of videos or animations, and pay them more attention as well as longer interaction. Marketing especially likes to use this effect and attracts the attention of potential customers by actively addressing them to the advertised sales rooms.
Another point that goes to the digital signage device: Its content is managed locally on the device or via the network - this saves time, effort and costs. This means that the content can be controlled from any screen and changed or adapted at any time. The time-consuming and costly, manual exchange of content, which is unavoidable when using classic posters or conventional technology, is thus completely eliminated. This means that the displayed image or video is always up-to-date and up-to-date.
Interactivity with digital out of home
We are particularly familiar with it from shopping centers: the integrated touch function of digital signage devices. This enables customers to search for content independently by touching the screen and to orientate themselves in the system without authorization.
But there is more. A current example: The Metro subsidiary Media-Saturn has set up a shop in Barcelona in which all points of contact with the customer take place exclusively digitally. The result: over 5,000 products are available on just 500 square meters. And this is how it works: The customer can use various digital signage devices such as displays, touchscreens and other technologies to find out about the various products and select the object of desire, which is then fetched from the warehouse with a robot system.
Thanks to Bluetooth, it is also possible to let the smartphone interact with the digital out of home devices. This then recognizes whether a person is nearby and who it is. In this way, person-specific content can be played that is ideally tailored to the customer and specifically addresses him.
Digital Out of Home: Solutions and application examples
- Digital out of homein trade
Static neon signs and advertising signs? Thanks to Digital Out of Home, this is gradually becoming a thing of the past. Because the retail sector offers the greatest potential for digital signage. The primary interest of the retail sector is of course to attract the customer's attention in the first step and, in the best case, to influence their buying behavior over the long term.
And that works best - as we have already learned - with moving images on a digital surface. With the help of digital communication, especially at the point of interest (POI for short) and at the point of sale (POS for short), added value is to be created for the store and of course for the customer.
In retail, the use of digital out of home systems and digital kiosks via the Internet is an ideal way of updating, changing or adapting campaigns and marketing strategies to local conditions at the push of a button.
And there is another advantage: thanks to digital displays, online shopping, which is enjoying steadily growing popularity, is finding its way into stationary retail and enables a fusion of online and offline shopping experiences.
- Digital out of home in shopping centers
Everyone will know it: the shopping center is big, confusing and your favorite store is far and wide not in sight. The relief is even greater when you discover the illuminated screen that will bring light into the darkness and an answer to the question: Where am I and what can I find where? Extensive digital signage systems are being used in more and more shopping malls and department stores. They are the perfect example of the classic application of digital out of home. From customer guidance (what is where?) To the entertainment program and the presentation of new products. The waiting times in the elevator, on the escalator or on the way from one shop to the next are shortened with videos - in combination with advertising clips. The displays are often shown with a wide variety of information, commercials from local retailers, future events or self-promotion by the center.
- Digital out of home in schools
Digital signage is the modern way of school communication. Although fewer digital signage videos are used here, information on substitutions, room changes, important internal school information, menu plans and events or lost property is increasingly being said goodbye to the classic bulletin board and is increasingly being displayed on digital displays. The big advantage: The display is always up-to-date and can be easily adapted to the prevailing circumstances at any time. This saves time, paper, printing costs and the nerves of the students and teachers. The displays can be placed wherever they make sense - for example in the entrance area, in the cafeteria, in common rooms, in the corridors or in the staff room.
Where can you get it? Digital Out of Home Video Provider
Top brands also want to present themselves to their customers “out of home”, i.e. at the point of sale, in shopping centers, at trade fairs and much more, in the best possible way - but there is seldom a professional video agency that keeps its customers up to date of the possible and produces high quality digital signage videos.
At Blynk, we have been working with creative agencies and direct clients since 2012 to deliver all types of POS moving image content and digital signage solutions. Since then we have learned which factors lead people to recognize brands and make a purchase decision at the point of sale. We believe these factors make all the difference. To questions like “How many seconds does a customer need to read a call to action?”, “Where should the brand logo appear on the screen?”, “How many messages should be communicated during an advertisement?”, Or “How long is the perfect length of an ad? " we have answers that lead to the right decisions being made in the production of POS advertising.
In addition, we are constantly optimizing our workflow for the various levels of communication, development, production, security, quality control and digital signage software. Thanks to our many years of experience as a digital signage provider, we can offer you a very efficient, inexpensive, secure and transparent production pipeline.
But professional hardware must also be provided: The Radio P.O.S. is one of the leading providers in the field of in-store radio and digital signage. Sven Beinlich, Head of Multimedia Productions at P.O.S. Television based in Hamburg, Europe-wide digital solutions for everything to do with sales areas, from public address technology to digital signage and till systems.
Blynk produces your digital signage ideas
Have you got a taste for digital signage? Or are you looking for a professional video agency for your moving image project? Whether an informativeExplanatory video about your processes, a brilliant oneImage film about your company, a3D animation or your very own Social media video production: We have the right answer for every video category. Let our video experts advise you on the type of video that best suits your communication goal.
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