What is Dynamic Digital Signage?
As technologies advance, the use of AI and other intuitive programs becomes commonplace. These technologies are changing the digital signage business, too.
Digital signage (DS), or TV signage, is a form of digital messaging. In contrast to the past, this form of communication is not static. Static signage refers to digital messages printed on paper, tin, or wood. These only change or go straight to a customer when someone moves the sign.
Digital signage today is changing at a rapid pace. Now, you can get dynamic digital signage for your business marketing.
But, what is dynamic digital signage and how is it different from traditional digital signage?
Dynamic vs. Static Digital Signage
The old, typical digital signage of the past can’t cut it anymore. According to Forbes, digital signs have 7 seconds to make a first impression. If a customer doesn’t trust or engage with your content in those few seconds, then you have lost them.
Add the constant use of smart devices in the mix, and you have a steep mountain to climb. Most people are used to getting exactly what they want in an instant. So, grabbing the attention of a customer has never been more challenging.
To compete with the allures of various technologies, you need a digital signage display that will catch and hold the attention of potential viewers. This way they will trust your company and buy your products.
Digital signage uses state-of-the-art technology and research to deliver high-quality content to customers.
There are two different types of digital signage available:
- Static digital signage: Plays continuous videos, images, and other media. These have to be changed regularly by hand. They stay the same for each viewer until someone changes the digital message.
- Dynamic digital signage: Changes displays based on predetermined conditions. It uses AI, proximity sensors, and customer choices to make signage more personalized and interactive.
In short, dynamic signage provides potential customers with a catered digital message experience.
Benefits of Dynamic Digital Signage
If you can catch the attention of a passerby, they are more likely to enter your business. Dynamic digital signage has many benefits. This is a fast-growing marketing solution that may be a good choice for your marketing needs.
It is easy to change your digital sign with dynamic signage. If you have a digital menu, you can sync your inventory software to keep the menu up-to-date.
As seasons change, you can change your digital messages with the touch of a button. This keeps your messages relevant.
Dynamic signage is easy to use and manage. The content management system for dynamic signage is accessible from any location. Fewer people need to be in charge of changing the message, so things are less confusing.
You also save time updating digital messages. You can update digital signage content using digital media players. These allow you to create schedules for content to change based on predetermined conditions.
Or, you can change them remotely yourself. This gives you the freedom to update the sign from wherever, whenever. These intelligent changes make sure your digital messages never get stale and outdated.
2. Eye Catching
Since your dynamic signage will always be changing, it makes it more appealing. People tend to walk past marketing they’ve seen a million times, but fresh content catches their eyes.
Also, many of the dynamic signage options available involve interaction. This gives people the opportunity to stop and engage with the content. S. Shymar Sundar is the professor of communications and co-director of the Media Effects Research Laboratory.
Sundar explains how interaction works. Physical interaction aids in memory. People tend to retain more when they perform a physical task. Interactivity also helps to shape people’s opinions of content.
So, as people interact with your content, they shape their opinions and memories of your brand. In as little as a tenth of a second, a potential customer has shaped an impression of your brand based on the visuals. So, if you want to draw them in further, offer them something modern.
If you want consumers to remember your company and your products, interaction is key. Dynamic signage provides that experience.
3. Targets Specific Audiences
Dynamic signage also gives your marketing team up-to-date data. There are regular reports on what appeals to your audience. So, you can continue to deliver what your customers love.
It can also give you insight into what doesn’t work. So, you will be able to make changes and update your digital messaging based on people’s responses.
You can integrate your digital signage software with your social media platforms to get customers interacting with your digital displays online. You can also share your social media feeds. You can even display social media feeds on other sites.
This gives you a real-time playlist. So, you can better use your time and efforts to reach your target audience.
4. Saves Resources
Printing and distributing digital messages is costly. It also takes a lot of resources such as ink, paper, and the like. With dynamic signage, you don’t have to worry about producing physical copies.
Also, printed materials often get passed by without a glance. They can become out-of-date sooner. Dynamic signage is always up-to-date and delivered in an engaging way that is hard to pass up. Your software will stay current with all the latest updates, so your digital screens are always optimized.
Digital displays may cost more than paper in the short term. But, they last longer and are easier to change.
Also, most of these products are backlit digital screens with LED panels. These energy-efficient lights make dynamic signage a greener solution than paper messages.
In terms of content management, fewer people are needed to manage your digital signage network. This makes it a much more cost-efficient option in terms of manpower.
There are several templates available for your digital content. You can streamline your marketing team and focus on making quality digital messages.
5. Real-Time Programming
Another feature of dynamic signage is its ability to keep customers informed. Whether it is updated on weather, sports, or news, dynamic signage keeps viewers current. No matter where people are, they can feel connected with what’s going on.
Another way that dynamic digital signage can reach customers is through catered experiences. These use real-time video content to engage your customer while they are at your business.
For example, music videos in fitness centers encourage customers to work out more. How-to videos will get customers ready to start their DIY projects. Demo videos let your customer experience a product before they buy it. The playlist will always be catered to your customer’s interests.
These digital messages stay fresh and relevant to your customer’s needs. They also help your customer build a positive association with your brand.
Examples of Dynamic Digital Signage
To give you a better idea of what dynamic digital signage looks like, let’s take a look at some different options. There is a variety of dynamic signage you could try.
Interactive Menu Boards
Digital menu boards are nothing new. You can see them displayed above cash registers in a variety of restaurants and cafes. They have the menu items listed, prices, visuals, and some images of deals. Customers can see and take advantage of the promotions and items you have available.
Dynamic signage takes these digital menu boards one step further. Interactive menu boards are stand-alone structures. In addition to the above features, they work as self-checkout kiosks, as well.
As many as 66% of consumers in a survey of 1,000 US participants prefer self-checkout over traditional. This gives customers the perception of shorter wait times and speedier checkout.
You can set up your interactive menu to display daily deals. You can list in real-time the items that are available and unavailable. And, you can give your customers the option to choose their check-out experience.
This trend in dynamic signage is a great strategy to get consumers to try and fall in love with your products. Try-before-you-buy displays are popular in retail stores. These can look many ways. However, the most common is being able to try out the product in-store.
Interactive mirrors are the best example of a dynamic digital display. Customers can use interactive mirrors to try out clothes to see how they would look on them. When a customer sees an item on, they are more likely to buy the product.
You can also program the interactive mirror to suggest similar products. So, your customer continues to engage with your products. Even if they decide against the product they tried on, they may purchase another product the mirror suggests.
These displays are great for getting people who may be on the fence about your product to take that extra step.
A kiosk is a stand-alone booth that provides a service. Kiosks allow for a modern digital messaging experience. They are popular in busy locations where a lot of people will come into contact with the machine, such as shopping malls.
You can get both indoor and outdoor touchscreen kiosk displays, according to your needs. These unmanned kiosks provide product information, self-checkout, and check-in services.
They can also provide the service of wayfinding, or helping your patron find their way through your store with ease. If you have a particularly large office building or medical facility, these displays are ideal for directing your customer to the right location.
Interactive kiosks sell products by promoting self-services. These can be paying bills or selling items, like tickets, directly to a customer.
This dynamic signage is perfect for businesses trying to sell more products. In crowded areas like shopping centers, customers can avoid standing in long lines. These kiosks work great for customers who are in a hurry.
Dynamic signage can also be interactive with the product itself. You can engage your consumer with one of these lift-and-learn displays. Here they can check out a product further.
This helps customers make better decisions about the product. When a customer lifts the product on a lift-and-learn display, it triggers it. This will activate targeted digital messages and promotions.
Customers can look and feel the product. Meanwhile, the screen provides similar product recommendations at the same time. This encourages buyers to further investigate your product and make a purchase.
They also get to look at similar products you offer. This helps increase the likelihood they will buy something.
Proximity Digital Signage
Environmental inputs influence the product recommendations for this type of dynamic signage. These digital displays detect people near displays. For example, if a customer picks up a certain product, a digital message will activate.
This dynamic signage can be large or small, based on your needs. You can install proximity digital signage anywhere. Some businesses have them on glass facades, elevators, video walls, or kiosks.
Having the digital message at the right time can help your business tremendously. Location is everything. Dynamic signage helps keep your business looking modern and fresh.
Dynamic Signage with Loop
Loop TV is an ad-supported video-on-demand streaming platform. It provides quality, dynamic signage for your business. Getting Loop TV has many perks to help your business grow.
Loop TV has real-time displays that allow you to control the digital message for your business. The online portal is easy to use and makes changing and personalizing your content a breeze. This is an interactive and targeted way of getting your dynamic content to customers.
Some dynamic signage features that Loop TV offers include TriviaLoop and the sports ticker widget.
TriviaLoop is a non-stop multiple-choice quiz. It is perfect for adults and children alike. Customers can answer questions in eight different categories as they sit and wait or enjoy a meal. As people answer questions, they build a relationship with your brand. These fun interactions keep customers coming back time and again.
The sports ticker widget runs along the bottom of your screens. It keeps up-to-date information about the major league sports news, scores, and games. This keeps your customers caught up on their favorite games while they shop or eat.
Loop TV provides all the digital signage solutions your business needs with unlimited entertainment. Entertaining your customers with music videos, kids' channels, and more has never been easier.