The term digital signage refers broadly to electronically controlled signs, which can be updated frequently and automatically. Digital signage enables businesses to optimize their marketing messages through creative display technologies, which can be changed at a fraction of the cost of altering traditional signs such as billboards. Content on digital signs can be as simple as scrolling text – like the CNN ticker – or as sophisticated as a full-motion video with audio – like a television commercial.

Digital signs are typically placed in high-traffic areas, such as bus and train stations, traffic ways, restaurants, storefronts and hotel lobbies. Digital signs can also be an invaluable in-store advertising aid, as market research shows that two-thirds of retail shoppers decide what – and how much – to purchase while in the store. Effective digital signage can increase vendor’s sales by as much as 100 percent.