The genesis of digital signage
Why digital signage?
A fountain of information...
A call to action
We interrupt this workday
Theres something about digital signage.
Theres something about the way it grabs your attention. Step into a crowded mall and what do you look at? You may glance over the noisy customers, the fighting siblings in their mothers tow, the drooling baby and the overly enthusiastic pet shop owner dressed in the rabbit suit.
But ultimately, what do you look at? What are your eyes drawn to?
If youre a typical shopper in the 21st century, its a pretty good bet that youre quick to focus in either consciously or unconsciously on digital signage.
You almost cant help it. The signage is bright, with colors that are stunning and images that have crystal-clear, sharp contours. Even more important, digital signage is dynamic. The pictures move. The text is always fresh, succinct and relevant. The content, to borrow a tired cliché from a much older medium, is hot off the press. Digital signage is the ultimate attention-grabber.
It seems almost unfair that the competition doesnt stand a chance. Faced with a visually compelling, continuously changing, real-time medium such as digital signage, the more traditional communications outlets such as posters, banners and stand-up marquees wind up looking dull and flat. Theyre static. They can be outdated at a moments notice. At the crest of the digital signage revolution, theyve been relegated to the blind spots of visual communication.
Theres no doubt about it: High tech is here to stay. Digital signage represents one of the most effective communication venues there is, whether youre talking about communication with prospective clients or communication with your own employees.
While quick to see the benefits of digital signage in a retail environment, corporate management often fails to recognize how digital signage can speak to their own work force. Its pretty simple when you think about it: If consumers ignore traditional signage, its likely that your employees will also. When youre announcing a major policy change or a significant award recognition, why resign yourself to an outdated form of communication?
Thats the central theme of this guide. Inside, youll find a treatise on how digital signage can be used to communicate with your employees. Well outline just some of the numerous forms that communication may take, such as conference room scheduling, calls to action, emergency notification and motivational messages. Well also examine real-world examples in which corporations have successfully utilized plasma screens and
LCD displays to broadcast the messages they need to get out.
Digital signage is a powerful tool, said John Remmler, vice president of Chyron Corporations ChyTV. Its revolutionizing employer/employee communications. The technology is such that the CEO of a major corporation can write a directive and within mere minutes that directive can appear on thousands of displays in each of the corporations offices all over the world. Thats effective communication. Thats why we at Chyron love being in this business.
Its communication that managers could only dream of a decade ago. Theyre dreams no more. The magic is here. To learn how to harness it for your company, read on.
Travis K. Kircher, contributing writer,