Digital signages were traditionally associated with static images and other kinds of content. But things have evolved and now we have dynamic digital signages with intelligent displays. These can show content in real-time, update content like news, weather, social media feeds, etc. to make digital signages engaging and dynamic.
In the highly digitalized world we live in, merely creating and delivering content can no longer be a differentiator for organizations. What audiences need is content that refreshes and gets customized to their needs. That’s where dynamic digital signages offer compelling benefits over their static counterparts.
If you’re a small business that’s thinking of introducing digital signages or upgrading your existing signage solution, it’s natural to wonder what is dynamic digital signage.
What are dynamic digital signages?
Dynamic digital signages are digital solutions that refresh, update, and display content according to predetermined conditions. This results in more personalized and relevant content to the audience.
An excellent example of this is how cameras in retail outlets read the gender and age of the individual in front. This allows the business to display personalized digital content that will deliver enhanced customer experiences. In other words, dynamic digital signages make the content contextual for the audience.
While retail stores have been one of the early adopters of dynamic digital signages due to their ability to deliver relevant and customized last-mile messages to shoppers, other sectors have also been using dynamic digital signage solutions. Airports, train stations, shopping malls, hospitals, and stadiums are only some venues where digital signages are becoming increasingly dynamic.
But what exactly are the differences between static and dynamic digital signages? Understanding this will help you make the right decision for your organization or retail establishment.
Differences between static and dynamic digital signages
There will be expected audience resistance if both content and its delivery seem repetitive and outdated. That’s primarily because consumers have grown accustomed to ever-evolving and changing content on their smartphones and other devices. Static displays had their utility for a different era. But as customer expectations have changed, dynamic digital signages are the more relevant option.
The second reason is that for customers used to dynamic images and movies on Ultra HD screens, dynamic digital displays would seem natural. They have the power to bring to life branding and marketing messages and make them more appealing and engaging.
With static displays, content would look stationary and sedate. This would explain why dynamic digital signages have greater recall when compared to static signages.
Benefits of dynamic digital signages
Companies that have shifted to dynamic digital signages have found demonstrable advantages to using them. From educational institutions to trade shows to hotels, there’s increasing adoption and usage of dynamic digital signages due to the following benefits they offer over static signages:
Every time you have to change the content on static displays, you’ll have to replace it. If it’s a poster or signage, this leads to increased costs and time needed to design, print, and deploy it. For smaller businesses, this can be expensive and limiting. The same message, when seen repeatedly, will also lose its persuading power.
With dynamic digital signages, however, content creation and delivery are exceedingly easy. You can choose what content to display based on the day of the week or time in alignment with your marketing objectives.
If you’re a grocery retailer, you can have different messaging for weekends as opposed to weekdays. You can also choose to deliver time-bound offers and deals to shoppers and visitors. As a fashion retailer at a mall, you can choose to have flash sales to drive in more shoppers.
Static displays are also difficult to manage. You’ll have to change the content at each of your locations, which would call for additional manpower. This stops several small businesses from using signages since they don’t want to spend money updating their content.
Digital signages make it exceptionally easy. The software will allow you to update your content on one or multiple locations with ease. You won’t have to visit any of the sites. You’ll be able to manage them through an easy-to-use dashboard as EasySignage clients have found out. This also lets you edit content which will come in handy if you want to update information or include a topical message.
It’s also important to note that small business owners without any technical expertise will be easily able to manage their digital signage systems through the integrated dashboard. There’s no need to rely on a technical team or outside support. It’s just like using email; once you get used to it, you can routinely do it in a matter of minutes.
The main objective of a display, whether it’s at a retail outlet or airport, is to grab attention. If it fails in that regard, nothing else is relevant. With static and traditional displays, there’s only so much one can do to get people to notice them.
Static displays were ideal for an era when newspapers and magazines were the main media channels. People expected the signage to resemble images and content that they would see on these platforms. Once people view a static image, no matter how interesting it is, there will be little need to see it again.
As the media ecosystem has become digitalized, customers expect signages also to be dynamic like their televisions or smart devices. This digital-native generation would perceive static displays as a medium from another era. What they want is dynamic and engaging content of high quality that only digital displays can deliver.
The biggest problem with the traditional advertising model is its lack of accountability. There’s no way to ensure that your message would reach the intended audience and evolve with the situation through static displays. What you put out there, at a restaurant, for example, will remain there no matter the time of the day or the audience composition.
With dynamic digital signages, you can create and share your content in a more timely and relevant manner. At a restaurant, you can notify diners of their wait times, new dishes, the day’s favorites, and flash deals on any items. This will encourage people to make last-mile impulse purchases that they hadn’t considered earlier.
At airports, airlines can inform passengers of any changes in departure or arrivals. This will lead to increased customer satisfaction and loyalty, and fewer complaints.
When the content is exciting, relevant, and personalized, there will be a significant boost to engagement. Since dynamic digital signages can deliver up-to-date information, there will be greater audience interest. If it’s weather updates or sports scores, irrespective of the location, there will be viewer engagement.
Marketing messages can also be more vibrant in a dynamic medium. Small business owners can share demo videos or user-generated content and make it more interesting and credible. Customized content delivery will further boost engagement. Music videos in fitness centers, for example, can get people excited to work out more.
If you’re a restaurant or cafe owner, you can share your recipes, how-to videos, run limited-time promotions, and up-sell your products. When customers see dynamic videos of the products with animation, they will be more interested in them.
More modern appeal
When you use dynamic digital signages in your facility, you’re telling visitors and customers that you use modern solutions for better products, services, and experiences. That’s why companies that use the latest technologies stand out from the competition. Customers tend to see them as modern, reliable, and would even be willing to pay a premium for their services.
At a trade show or industry fair, visitors would gravitate toward businesses that have digital signages because they would appeal to be advanced and customer-friendly. Using them at a hospital would convey to patients and visitors that you have the most modern technology.
At a branding level, instead of putting a static display at your reception, using dynamic digital signage gives you the opportunity to animate your logo, share your message, showcase your products or services, and advertise to visitors.
Where to use dynamic digital signages
Wayfinding: Whether it’s in a hospital or educational institution, you can use dynamic digital signages to show maps and give directions. This will help visitors know where to find departments, amenities, and entry and exit gates.
Interactive platforms: At a supermarket, customers will be able to browse your catalog and personalize their orders without having to ask the staff for help. You can also add QR codes to let them know more about your products.
Social media feeds: You can share your business’s social media feeds or those of news sites. This is how you effortlessly refresh your content while increasing brand awareness.
Tickers: Tickers can deliver a text based dynamic content similar to news banners, the source can be a twitter account or hashtag, an RSS feed or custom written stories.
Considering the enormous advantages they deliver, dynamic digital signages are here to stay. More than mere signages, they’re a dependable medium to market your product or service and increase and retain customers, as small businesses across sectors are finding out.
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