What is digital signage?
Digital Signage is defined as electronic displays that are installed in public spaces to entertain, inform or advertise typically with the goal of delivering targeted messages to specific locations at specific times.  The major benefits of digital signs over traditional advertising mediums are:

• the content can be exchanged without effort locally, nationally or internationally where required
• eye catching movement, not static images
• the signs can adapt to the context and audience
• can be interactive
• has the ability to be refreshed and altered quickly and frequently

What do I need for a digital signage solution?
A combination of the hardware, software and content will provide a dynamic digital display that will provide WOW factor to your marketing plan. There are several elements that go into producing striking digital signage, but the most important is making it relevant to your audience.
A complete digital signage solution will incorporate the following components:

Content
The most important part of digital signage is what you are going to display to your audience. frequently digital signage solutions are in crowded venues so content needs to stand out.  Like any marketing initative, content on digital signage needs to be planned, budgeted, and implemented effectively in order to get maximum impact.

Software
Digital Signage Software is essential for establishing dynamic displays with the content created.  The software controls where the message will be played on the display as well as when it is to play.  Software requirements vary for application.  Software can be part of a computer or media player system.

Hardware
In the era of the tight budgets and the focus on the bottom line, companies can be mislead by upfront costs instead of balancing the correct product with the long term investments. Its a matter of choosing the right tool for the job.  LCD, plasma and projectors are the most common hardware coupled with computers, media players or simple plug in devices (ie USB sticks or CF Cards).  Any hardware that isnt designed for the application WILL cost more in the long term in lost revenue when it goes down and/or replacement cost.  The most popular grades of hardware are as follows:

Industrial grade
These have been tested against the harsh conditions that we require in applications of digital signage.  These applications can be weather, shock, vibration, dust, humidity, long hours of use, almost any extreme operational environment.  This type of screen also encompasses touch screen technologies

Commercial grade
These will usually be recognised brands though tested under harsher environments than domestic grade hardware.  This grade is the most popular amongst digital signage applications.
In recent years, digital signage has become integrated with marketing plans. Mission critical marketing plans that fail cost companies substantially.