Digital Signage, Visual Merchandising, Electronic Billboards…? Dictionary Please!
Appearing everywhere before our very eyes, digital signage can be found in a variety of different places; the supermarket, post office, public transport, nightclubs and pubs. With the convergence of digital signage in a number of diverse industries and technologies, the digital signage industry is starting to become closely aligned with other, much larger industries such as point of purchase (POP) displays, or even advertising. While this integration into other industries is vital for the growth and evolution of things like interactive kiosks and digital signs, there is a definite problem moving forward... what do we refer to ourselves as?
Digital signage is referred to by a number of different names - captive audience networks, electronic display networks, digital dynamic signage, narrow casting, data casting, digital in-store merchandising, employee TV, out-of-home media networks, retail TV, digital media networks, electronic billboards... and this list probably grows week by week. There is a huge amount of overlap between these terms, but the slightly different connotations given to them by the different companies in the market makes it hard to figure out what to look for when doing a web search or talking to a consultant.
In a proactive stance, an American retail marketing organisation named POPAI has been created to promote the adoption of dynamic digital signage, technologies and applications. This new group is organised as part of the POPAI structure and focuses on issues specific to dynamic digital signage and in-store networks.
Whatever you refer to it by, there is no denying the benefits that the vast array of products and services under the umbrella of digital signage can provide businesses and venues alike.
Related Tags: digital signage, visual merchandising, dpop, electronic billboards, digital displays
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