This is the era of electronic communication and dynamic of advertising and communication has considerably changed, instead of conventional display advertisement, today digital signage is in vogue. Actually it has been found that this type of advertising has been much more effective and persuades the consumers in a better ways compared to the conventional mode of advertising tools like leaflets, brochures and display advertisements. The leading advertising agencies across the globe are offering digital signage facilities as demand of digital signage has largely gone up in the last decade.


Digital signage system and its application process is highly interesting, it is now possible to integrate different interactive ingredients with the help of digital signage which are displayed through large LCD screens. So the fact is prettyclear that the revolution and miniaturization has influenced the mode of advertising. The term "Digital signage" is popular in North America but in is usually called "Narrowcasting" or "Narrowcast networks". The multicolored banners and the videos attract plenty of consumers, the 3d graphical presentation of the advertisements through the digital signage and the high picture quality are two major points of attraction for these digital signage. At the same time the cost of the advertisement does not vary much, this is also an essential cause behind growing popularity of this kind of advertisements.


The software that are used for display of digital signage are not at all expensive and now institutions like schools, offices and churches are also using the digital signages.In several sports grounds also they are used. Again, in different pharmacy stores digital signage are commonly seen. Prices of LCD Screens are decreasing in almost all countries and as a result popularity and application of Digital signage or Narrowcasting is mounting up. Different software firms are aiming to make more advancements of the software that are associates to this sort of advertisement to make advertising more interactive.

Still, there are several issues that are making companies hesitant to use the Digital signage, while discussing it is prudent to focus on both sides of the coin. It has been noticed that companies and organizations that are following the policy of bulk buying of LCD screens and are promoting the same concept worldwide, are finding digital signage affordable and convenient as a result of economies of scale. On the contrary, the local businesses or a typical pharmacy store (that is not a pharmacy brand or chain of stores) are finding Digital signage costlier. The technology that is used to run these advertisements is intricate if compared to the other forms of product promotion.

Despite several constraints it must be considered that growth of Digital signage has been praiseworthy and it has revolutionized the concept of advertising. Leadingglobal brands have accepted the growth of Digital signage and it is expected that popularity and application of digital signage will grow many folds in thenear future.


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