In simple terms, digital signage is a system of custom-made displays, which can be electronically controlled by us through a computer. This allows us to change the content of the display remotely so that delivering the most targeted messages is possible. The display screen allows promotional messages of an organization or a person to be conveyed to their in-store future customers. But the success of using these display screens depends not only on the content displayed but also on whether the content is suitable for the customer or not and on the automatic recognition of information, its analysis and the dynamic response obtained. The customers cannot be influenced by canned message contents that run over and over again in a loop.
The traditional signage displays have a few disadvantages. It is not dynamic, as it does not respond if there are changes in the business environment. Relevant content and promotions cannot be created on the fly. It also does not utilize marketing strategies and thus, the on screen contents cannot be modified using dynamic rules of marketing.
Thus, sometimes using signage solutions can communicate irrelevant and outdated content to a customer when he or she is ready to make a purchase. For example, fixed signage may go on promoting a service or product that is already out of stock, like a loan program for a graduated student. This is against the basic aim of the display screens. Odyssey is an Israeli company that was previously known as Tevez and it offers marketing intelligence solutions allowing the organization and businesses to be in touch with their on-site future customers more efficiently (Odyssey, p. 1).
Digital signage software
Digital signage can simply be a Powerpoint presentation or certified digitalsignage software package to be displayed on a monitor or screen. No matter what we use as our display screen we will always need software to display our message. Good digital signage software should be easy to use, give high advertisement quality and allow us to easily change the message.
Odyssey has developed digital signage software, which can distribute messages and contents to almost a thousand digital sign displays, all at the same time. Digital signs on TV screens that run important information and messages in a loop have become very common in hotel chains, banks and retail stores. The software developed by Odysii equips each of these companies with the power and technology to deliver important messages and contents to all of their branches in real time and also to instantly customize and update a particular content being shown to a customer or at a location.
Say, for example, at a hotel’s registration desk a digital display screen can be placed to advertise special rates and offers to a frequent customer or visitor so that they have an idea about the hotel. Nowadays both large and small companies have shown keen interest in digital display software as they are also experimenting with digital signage putting up display screens in their stores and offices. (Odyssey, 1)
Dynamic digital signage
Dynamic digital signage has become a new age in advertising in today’s generation. Since it is made of servers, monitors and softwares it can deliver full color and full screen contents to multiple locations simultaneously. Due to dynamic digital signage the rate of implementation has reduced significantly such that it has come to our mainstream marketplace too. The growth rate of this dynamic digital signage has been calculated to increase even more in the next few years along with advancements in technology.
Digital signage is versatile and intelligent due to narrowcasting. The contents are narrowcasted directly to the interconnected networks by either a network provider or outsourced content or by personnel provided with networking equipments and softwares. As the name suggests, the display signage can also dynamically gather information. The displays are provided with interactive touch screens and motion sensors that actively or passively collect information and data from the viewers and compile them in a database.
Due to the interactive aspect of the display signage, some of them have a device called the attract loop. Due to this device the display screen runs a content that has caught the viewer’s attention multiple times. When the viewer moves closer to the display screen it senses the viewer’s presence and acts accordingly. Marketers can also use the display screens to communicate effectively with their customers so that they can accurately target their company statistics and also obtain feedback immediately on a service or product. This feature is valuable for all businesses (Odysii, p. 1).
Solutions for digital signage
The solutions offered by Odysii for digital signage ensure the education of the customers on important issues and the creation of better ambience on the offices. The digital signage solutions will be able to make the customers experience that they are valuable thus increasing their loyalty. Odysii assures the customers that their messages are always fresh, relevant and targeted. They aim at assisting businesses directly at the purchase points so that the message contents are dynamically changed and updated on the fly. The concepts and solutions offered by Odysii sets them apart from the traditional old-fashioned signage solutions. They are able to properly recognize real opportunities for significant contact with the customers and create and deliver important messages to them.
If the right person becomes aware of an important message then it is more likely to have a positive impact on his or her purchasing behavior. A number of mediums can be used for displaying digital signs. Liquid crystal displays or LCDs, plasma display panels or PDPs, traditional television or CRTs, light emitting diode signs or LEDs and also projectors are used in digital signage to show specially arranged visual images that function as signs (Odysii, p. 1).
Other companies, like Artisan Complete and Omnivex Corporation, are also working towards finding innovative ways to impress the audiences. But the unique concept offered by Odysii for delivering visual content and messages at public places and at purchase points has left behind all the other competitors.
Works Cited
Odysii; SOFTWARE SOLUTIONS FOR MARKETING AT THE POINT OF SALE; odysii.com; 2008;