It is closely related to modern technologies, primarily used for advertising promotion, but is also actively employed in fields such as corporate television and interactive information panels. Software for digital screens plays a key role in this process.

 

Technically, Digital Signage is a complex technology, but it is characterized by the highest ROI indicator. That is, it brings the greatest profit for financial investments. And most importantly: it is accessible to any business. Small, medium, large — there are solutions for almost any company, regardless of the commercial field. And what equipment is used for implementing advertising in Digital Signage? And why is it better to buy it as a package?

 

 

How much to invest in equipment

 

Digital Signage indeed uses high-tech equipment, including software for LED screens. It is not cheap. But there are companies that provide all this for rent, and if we are talking about creating an interactive showcase next to a store, it is not necessary to buy expensive media complexes to manage the content on it.

 

That is, the variety of possible systems and technical solutions is enormous. They suit literally any budget, so there is no fixed amount: how much to invest in Digital Signage. You can start with $100, or you can invest more than $50,000. It all depends on the tasks set before the implemented advertising campaign, as well as the goals that need to be achieved.

Basic equipment

 

The basic equipment for organizing Digital Signage (showcase, digital signage) includes:

 

– LED panel, TV, projector (to choose from);

 

– Media player;

 

– Computer or cloud content management system (with Digital Signage software);

 

– Media player with a camera (for adaptive advertising).

 

This combination is the simplest technically, easy to implement, and does not require significant financial investments. It can be configured to operate in a fully automatic mode, meaning the content changes, adapts, and adjusts without human intervention. You only need to prepare the content assembly in advance.

 

Software for LED screens ensures the effective operation of such systems. Indoor software for digital screens allows for the configuration of various types of displays according to specific needs and conditions.

 

 

Used LED panels

 

LED panels are used for organizing signs, marquees (decorative canopies), billboards. They are conventionally divided into two categories:

 

Outdoor. That is, for outdoor use. They have basic vandal protection, as well as resistance to rain, snow, temperature fluctuations, and ultraviolet rays.

 

Indoor. That is, for indoor installation. They do not have significant protection against moisture, rain, or snow. Acceptable temperature range: from 0 to +40 degrees (depending on the model).

 

When choosing LED panels, you need to consider not only their physical size but also their technical characteristics:

 

– Pixel pitch: indicates the density of LED placement, the smaller it is, the clearer the edges of the image;

 

– Screen area: indicated in points, i.e., the actual resolution of the image that can be displayed on the panel;

 

– Refresh rate: the higher, the better, the number of frames the panel displays per second;

 

– Viewing angle: the higher, the better, indicated in degrees both vertically and horizontally;

 

– Permissible placement: indoors or outdoors.

 

The ideal option is to select LED panels with a project plan, as well as the content planned for them. And based on these parameters, find the optimal solution.

 

Popular LED panel options suitable for versatile use:

 

– LED P2.5 Outdoor 54, for outdoor use. Suitable for showcases, signs, marquees, soft boxes.

 

– LED P3.07 Outdoor 54, for outdoor use. Suitable for showcases, signs, marquees, soft boxes.

 

– LED P2.0 Indoor 54, for indoor use. Has increased pixel density. Suitable for showcases, signs, advertising displays.

 

– LED P2.5 Indoor 54, for indoor use.

 

– LED P3.07 Indoor 54, for indoor use.

 

It is worth noting that LED panels can be connected to each other. That is, displaying a common image simultaneously on several panels. Therefore, the final size of the digital screen is practically unlimited.

 

 

Use of TV panels

 

Theoretically, any modern TV can be adapted for use in a Digital Signage system. Models with a screen size of 43 inches or larger are most commonly used. The main characteristics considered when choosing:

 

– Screen size;

 

– Resolution;

 

– Mounting method;

 

– Aspect ratio;

 

– Type of internet connection;

 

– Power of the acoustic system (if needed).

 

And specifically for implementing digital screens with advertising or other content required for marketing promotion, TVs with SMART support are needed. That is, they should have a pre-installed system like AndroidTV (GoogleTV), TizenOS, WebOS. Or, an external TV set-top box needs to be used.

 

Important note: the installed system should be up-to-date. It is also desirable to have a powerful processor with support for hardware-accelerated high-resolution video playback and at least 2-3 gigabytes of RAM. This is necessary to avoid any delays when playing content or transitioning to the next clip.

 

 

Use of projectors

 

Instead of LED panels and TVs, projectors can be used. Many modern models support SMART, meaning they have a pre-installed AndroidTV (GoogleTV) operating system. Accordingly, they can have an automatic management program for Digital Signage installed.

 

When choosing a projector, pay attention to the following characteristics:

 

– Maximum diagonal of the projected image (may be indicated as “effective screen size”);

 

– Resolution;

 

– Brightness;

 

– Frame rate.

 

Projectors are suitable for cases where a huge screen is needed, but space is required for both the projector and the image projection. On average, modern projectors suitable for use in Digital Signage systems can project images up to 86-100 inches. Resolution is up to 4K. For example, an Android 4K set-top box, which already has all the necessary software for remote content management and adaptive advertising pre-installed.

 

The only drawback of such equipment is the range of displayed colors. TV screens are slightly better in this regard. Therefore, a situation may arise where content was created in advance, but when displayed through a projector, the final image does not look as intended: colors are duller, and visibility in dark areas is lower than usual. These nuances need to be considered when adapting content to the equipment on which it will be displayed.

 

Another drawback: projectors are not suitable for outdoor use. Firstly, the image appears darker in natural light. Secondly, this equipment is simply not adapted for operation in conditions of high humidity or sub-zero temperatures. Thus, projectors are mainly for indoor digital signage.

 

Use of Content Management System

 

For effective management of digital advertising on screens, projectors, or TVs, specialized software is necessary. A player for digital signage player allows automating content change processes, setting display schedules, and adapting advertising materials. Using a CMS for a Digital Signage system ensures centralized management of all devices in the digital advertising network.

 

It is important to choose a Digital Signage player that meets the project requirements and allows seamless and uninterrupted playback of video and other types of content.

 

 

Ready media complexes

 

There is an alternative—ready-made media complexes. Essentially, this is a TV or projector with SMART support and a pre-installed system for managing Digital Signage. Their main advantage is quick installation and instant deployment of the digital screen. They already have everything integrated for remote advertising management.

 

A ready-made complex is a complete set of everything necessary, including a TV (projector), a media set-top box (which may also be integrated), and optimized, configured software.

 

 

Media players with a camera

 

This is a SMART set-top box with pre-installed Digital Signage software that analyzes the surrounding environment and displays relevant content based on this data. For example, a media player with a camera is installed in a household goods store. Nearby is a TV displaying adaptive advertising. If a young woman aged 20-30 approaches the TV, the screen will show branded clothing ads. If it is a man, it will show a promotional tool set. If the customer is a school-age child, the TV will display toy or stationery ads.

 

Thus, the media player adapts the advertising to the current “viewer,” making it targeted. Numerous analytical surveys have already shown that this approach is particularly effective in marketing and provides the highest ROI.

 

A media player with a camera is an auxiliary device. It is used for analysis, as well as for cataloging and automatically scheduling advertising clips. Where the image will be displayed is decided by the customer: on a TV, projector, or LED panel.

 

 

Isn’t displaying content “from a flash drive” simpler?

 

For novice entrepreneurs exploring various marketing strategies, the need for an automatic management system in digital signage might not seem essential. They might consider that plugging a flash drive into a TV, with all advertising clips played in a loop, could suffice.

 

 

While this is a possible approach, it comes with significant drawbacks:

 

– Each advertising screen displays different content, with no synchronization between them.

 

– Powering the system on/off can be time-consuming, especially if more than five screens are involved.

 

– There’s no remote configuration or control over the displayed content.

 

– Updating the advertising playlist is labor-intensive, whereas an automatic management system allows for updates with just a few clicks.

 

– Adaptive advertising, where the content matches the current viewer’s interests, is entirely absent.

 

Automatic management systems for digital signage offer a broad array of flexible settings for displaying advertisements, regardless of the number of screens or company branches.

 

Advision — Content Management System for remote management and media planning of broadcast video and audio content. We help offline businesses and advertising companies automate workflows and implement a robust Digital Signage infrastructure using our proprietary software and hardware solutions.

Contact us, and we will help you implement the most modern technologies to solve your problems!