Advertising screen: the advantages of dynamic display

If for a long time, the display on paper was the most effective way to communicate with its public, this is no longer the case. It must be said that the digital revolution has been there, creating the possibility of a dynamic display on advertising screens. It is a means of communication that is very practical on several levels. What are the benefits of digital signage?

Dynamic signage facilitates communication

Dynamic display, also called digital display or digital signage in English, consists of broadcasting on an advertising screen all kinds of multimedia content, perfect for your business communication. It is therefore an effective way to facilitate the link between a brand and its potential customers.

Dynamic display in internal communication

In the context of internal communication, the use of dynamic display can be very useful. She can for example help with reception and information Staff. This is particularly the case when integrating a new employee into a team. The digital display then makes it possible to present it to everyone (first name, last name, position previously held, current functions, etc.). It can also be useful to let everyone know about the company’s recruitment needs, events to be organized, results, etc.

Similarly, digital signage can help implementation of awareness campaigns, or even as reminders of the company’s values, objectives to be achieved, safety rules, etc. All these reasons allow digital signage to strengthen the group spirit and the links between employees. The latter then feel more involved, more motivated, and valued in the life of the company.

Dynamic display for external communication

In terms of external communication, digital signage is also very useful. It allows for example towarmly welcome visitors and to provide them with all the necessary information, giving them access to all the information they need. In order to make their waiting time more pleasant, the continuous broadcasting of relevant and pleasant content on the advertising screens is interesting.

In a waiting room, a digital display can also allow a structure to present in more detail the services it offers, its know-how, its operation, its team, etc. Doing so can help convert simple visitors into future customers. In addition, dynamic display allows the structures that use it to develop easily customizable visuals.

Easy and practical use of advertising screens

Dynamic display has the advantage of being quite simple and accessible to all. No special skills are required. Indeed, all there is to do is to learn how to use digital display software. There are a large number of them and some are even free and available in open source. Most of the time, their use is very intuitive, which facilitates the creation of content. For people who want to save time, there are also pre-designed templates that allow you to make beautiful, dynamic posters in a very short period of time.

With digital signage, the organization of broadcasts on the advertising screen is also quite simple. According to their desires, users can for example determine in advance the duration of display of multimedia content as well as the frequency of their passage. They can thus develop perfectly matched playlists events, organization and operation of structures. Similarly, in the event of last-minute changes, updates to the information that is disseminated can be done in just a few clicks.

Dynamic display is also useful for deliver a variety of content on different screens. All settings can be made remotely. It therefore becomes completely unnecessary to move, as was once the case with paper posters. In addition, the digital display adapts to the public and the conditions. Indeed, depending on the time of day, the information passing through is not the same. Weather, menu, information, itineraries, advice, etc., the programming is flexible as desired.

The usefulness of digital signage in several areas

Digital signage is useful when communication with employees or customers is a great importance.

In bars and restaurants

The digital display is widely used in catering. It allows for example toshow menus outside the restaurant, so that all passers-by can get an idea of ​​the food and drinks offered by the establishment, before even setting foot there. An automatic update is also made according to the time of day (breakfast, lunch, dinner). Often, broadcasts of sporting or cultural events are also made on large screens easily visible to everyone inside.

In shops

If there is one area in which the use of digital signage is very important, it is that of commerce. An ever-increasing number of shopping centres, boutiques, pharmacies, supermarkets, etc., are adopting it on a daily basis. The installation of advertising screens, for example, is very widespread in waiting rooms and points of sale.

It allows sellers to better promote their services and products, to inform the public of their innovations and promotional offers, etc. On the shelves, it can help guide customers better. At the entrance to shops, a well-designed digital display can also help to hold the attention of passers-by and encourage the most curious to cross the door of the shopping areas.

Some other areas for digital signage

Dynamic display is also useful in other areas. This is particularly the case in the hotel sector, with the advertising screens installed at the reception as found on OfficeEasy and which are used to communicate around the events organized by the establishment. In the medical field, it is often used in waiting rooms or in the entrance hall. In transport, it can help provide passengers with the best possible information about their waiting time and their journey.

Increase sales with digital display

The digital display is an effective way to boost turnover companies that adopt it. This is due to the fact that it often serves to increase the potential buyer’s desire to acquire one or more products. This is how many companies that use it have recorded a significant increase in their sales (between 3% and 5% on average). In addition, according to some studies, about 20% of customers admit to being influenced at the time of their purchases by items displayed on advertising screens.

It should also be noted that digital signage is particularly renowned for its ability to hold attention public. Indeed, it usually uses beautiful, modern and attractive visuals. These make it possible to increase the visibility of those who adopt it, but also the number of customers, and by extension, that of sales.

The ability to use several types of dynamic display

You basically have three types of digital display that can be used simultaneously to better communication.

Point-Of-Wait (POW)

The purpose of such a dynamic display is not to encourage purchases, but rather to allow the target audience to withstand the weather better spent in halls or queues. In these cases, the tone is usually quite informative. It can then be visuals that provide more information on the structure or on one of its services, information on weather conditions, news, etc.

Point-Of-Sales (POS)

POS are used much more at points of sale. The goal here is clearly toencourage the purchase. For this, the advertising screens are placed in strategic places and the texts contain many call-to-action. Often, they are also accompanied by announcements of enticing promotions.

Point-Of-Transit (POT)

The POT is aimed at a public on the move. The information that is displayed is therefore usually quite short and easy to read. We find this type of display especially on the roadside or on shop windows.

A gesture for the planet and an economic gesture

Even if the ecological side is not necessarily the first aspect that comes to mind when talking about digital signage, it is nevertheless very present. Indeed, the abandonment of paper (resulting in a reduction in deforestation) in favor of dynamic advertising screens has a positive impact on the environment. Likewise, using the internet, the digital display proves to be more financially attractive in the long run than the traditional system, in which the cost of impressions ends up being burdensome.

Digital signage is therefore a modern and effective way of communicating. Its use is varied, and can be relevant in many situations. Many sectors are benefiting from this technological advance. With the explosion of connected and interactive devices, it is easy to think that the digital display will evolve further to assert itself as a major communication tool years to come.