Dynamic Digital Signage: What, Why and Where

Personalization is the key to modern marketing and you cannot have customized messaging without dynamic content. The term “dynamic” has come to mean so much more than the word suggests. There’s a force behind the notion that things can change for the consumer as soon as they walk by.

What is Dynamic Digital Signage?

Dynamic digital signage is characterized by high effectiveness, energy and continuous change. It’s a specialized form of content that is intended to reach a niche audience, with a specific message. Unlike regular digital signage content, dynamic displays can gauge real-time conditions and consequently change the message.

One example of how dynamic digital signage content is different from static content would be a promotion for an item on display in a grocery store. If the item is sold out, the static sign is no longer effective—regardless of whether it is entertaining or not. This can also happen with price changes. A static display may not reflect a decrease in prices, even after it is entered into the Point of Sale (PoS) system.

Therefore, “dynamic” ultimately refers to the ability of technology to change when necessary. Yet, it still needs to remain as entertaining and effective as if every move was programmed. The idea is that the viewer walks away with the feeling that the display was meant just for them, the messaging was personally effective and added value to their day.

Why Use Dynamic Digital Signage?

Dynamic digital signage is necessary because things change and the most effective messaging is the type that adapts accordingly. Dynamic digital signage content can cover everything from traffic updates to price changes and emergency notifications. In the case of retail grocery, dynamic digital signage can save both time and costs by responding to cues from other internal programs like inventory databases and PoS systems. It can then use this information to change displayed content in real-time to instantly reflect the updates.

Real-Time Updates

Dynamic signage updates are no different than if you saw a store employee erasing a chalkboard and rewriting the price. Since this is digital, no one needs to even touch the sign. The task is taken care of when inventory is placed, or systems are updated throughout the day. 

This form of automation provides a level of convenience that is unparalleled by any other technology in the retail, travel, hospitality and corporate industries. In this instance, the signage content is dynamic in the sense that it is responding to real-time conditions, making up-to-the-minute information available to your audience.

Multiple Data Sources

Dynamic content can also be changed by location as well. Therefore, if you have signage across 10 locations and you want to ensure the price, availability or other factors are applied to every location, a dynamic digital signage network can instantaneously update that information in all 10 locations, without skipping a beat.

Dynamic content can even be altered down to the type of graphics that are used on the displays. For example, if there is a price change in 10 stores, but the actual cost varies, certain elements in the display can be changed, instead of the entire content package itself. The convenience from this type of fractal management is one of the reasons why dynamic digital signage is so effective.

Where Does Dynamic Digital Signage Work?

A better question may be “where doesn’t it work?” Most digital signage needs to have a dynamic component these days to work into the way people operate and manage their lives: fast, informed and restless. The following are just a few industries in which dynamic digital signage is playing an effective role in daily management:

  • Retail and Point-of-Sale
  • Airports and Train Stations
  • Banks and Financial Institutions
  • Hotels
  • Healthcare: Hospitals and Doctor’s Offices
  • Public Transportation
  • Entertainment Industries
  • Convention Centers
  • Corporate Enterprise
  • Quick Service Restaurants 

Anywhere that a digital sign can be placed, it can also be loaded with dynamic content. It’s less about the hardware and more about the integrations. Businesses that require a lot of updates in a short amount of time benefit the most from this type of signage. Whether it is a lower price of bananas, the next train arrival or a storm coming in, people need this data and they need it immediately.

Digital signage works in virtually every industry, and as our lives continue to speed up, we require information faster than ever before. Dynamic digital displays help you meet those expectations; everything else pales in comparison.

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