(continued from Part One)

Fortunately for advertisers, newer LCD and LED technology have begun to replace plasmas in all applications where plasmas are less suitable.  LCD is an acronym for “Liquid Crystal Display.”  An LCD screen energizes crystal-filled cells to form a picture.  LCD technology isn’t new though, having been used in digital watches and calculators for decades.  When compared to plasma-based screens, LCDs do not suffer from burn-in/ghosting and consume far less power.  They are considerably lighter in weight as well, making them suitable for portable use (this is probably the main reason why they are deployed in laptop computers so often).  LCD-based signage performs significantly better at high altitudes, too, making them ideal for use at mountain resorts and ski lodges.  Although consumers may not realize this is a major benefit, advertisers in tourist regions like Whistler, Denver, and Zermatt definitely will.
Digital signage can be found practically anywhere.  It is common to see digital signage in one or more of the following locations:

  • Airports
  • Grocery stores
  • Highways/Roadsides
  • Hotels
  • Retail stores
  • Restaurants
  • Shopping malls
  • Waiting rooms

Digital signage displays often make use of computers and specialized signage software as a means to reduce.  Although technologies like plasma and liquid crystal displays may be more “chemical” than they are “digital,” it is the computing element that makes digital signage truly “digital.”

Advertising is probably one of the most common uses of digital signage.  With digital signage, content can be easily targeted to specific customers at specific times and specific locations.  A computer serving as the sign controller can be programmed to display different advertisements at various times in order to better target the audience viewing the sign at a given time.  Business-related advertisements, for example, can be displayed on outdoor digital billboards during times when commuters are out in traffic, whereas advertisements related to family, education, and children could be displayed during times when parents are picking up children from school or dropping them off.  Airports can target different travellers based on their destinations and the time of year when they are travelling.  Retail stores can perform similar targeting based on the particular region where they are located and the current shopping season in effect.