The different types of digital signage on the market

Digital signage is one of marketing 's most powerful tools, and can be integrated into a variety of strategies. Suitable for external, internal or institutional communication, digital signage meets the expectations of public organizations and companies operating in BtoC or BtoC markets. The different types of digital signage at your disposal enable you to cover a wide range of objectives and reach specific targets.

Point of Sale (POS) display

Point of Sale (POS) digital signage meets the challenges of point-of-sale advertising (POS). The screens are installed directly in stores, where consumers make their purchasing decisions.

A direct impact on sales

This type of digital signage has a direct impact on sales. Consumers can take action and make a purchase within minutes of viewing an advertising message on a screen. 

By promoting items sold at the point of purchase, Point of Sale (POS) advertising fulfills a sales growth objective. But this type of digital signage also fulfills other, complementary objectives.

Enriching the shopping experience

Screens can enrich the shopping experience at every stage of the sales process: 

• Providing quality advice, for example, helping customers choose the right size of garment, or guiding them in their choice of computer according to use;
• Contribute to the sales drive, by communicating promotional offers and key events (sales, Black Friday, end-of-year celebrations, etc.);
• Reduce the perception of waiting time by distributing fun or educational content at checkouts; 
• Communicate the brand's values, injecting meaning into the act of purchasing by promoting more responsible consumption, for example.

Becoming a source of income

Point of Sale (POS) displays can also become a source of revenue for a retail chain. Brands distributed at points of sale can become advertisers, promoting their products. Creating your own advertising space with this type of digital signage is a twofold process: the retailer increases sales and turnover, and monetizes its screen park for reduced maintenance costs or direct profit.

Increased interactivity

Combined with sensors and detectors, the most advanced digital signage solutions can automatically display content according to a wide range of parameters : 

• Take into account weather conditions to broadcast content according to temperature or rainfall;
• Coupling with your CRM to streamline inventory management and facilitate the removal of certain items from stock; 
• Sensors with facial detection to determine the age and gender of customers, and push content tailored to the audience in real time;
• etc.

Point of Transit (POT) display

Point of Transit (POT) digital signage involves positioning screens in transit areas. The content must convey memorable, powerful messages, since exposure to these screens is brief (just a few seconds).

Dynamic window displays

The presence of screens in store windows is an effective way of boosting footfall. The messages broadcast must attract the attention of passers-by and encourage them to enter the point of sale. Short, attractive content is essential. You can use visual storytelling techniques, powerful images or videos, and hard-hitting advertisements to change the path of passers-by and entice them through your door.

Digital signage in high-traffic areas

The displays in metro, airport and train stations have two main functions: 

• Bringing information or entertaining content to users;
• Serve as advertising media for advertisers.

Local news and information, weather forecasts and ephemeris can be broadcast.

Roadside digital signage

As with POT displays in high-traffic areas, this type of roadside digital signage is part of two main approaches: 

• Communicating local news and information;
• Distribute advertising content.

Exposure is ephemeral, and audience attention is generally limited. Content needs to be synthesized arounda concise, impactful message. This type of display is recommended for reinforcing brand identity, and for directing and informing passers-by about special operations. It is less suited to selling products.

Point of Wait (POW) display

With Point of Wait (POW) digital signage, screens are located in waiting areas, with long exposure times. You can find these screens in many places: 

• hospital or medical waiting rooms;
• airport departure lounges ;
• station platforms or passenger lounges;
• bank or insurance waiting rooms;
• corporate break rooms ;
• etc.

The main aim of this type of digital signage is to reduce the perceived waiting time of customers or users, by displaying a variety of content: 

• Entertaining, informative or educational content (trailers, horoscopes, prevention messages, local news, weather, mini-reports, etc.).
• Advertising content (brand awareness, information on stores, services, etc.).

Point-of-Wait (POW) displays are often monetized, with an advertising network selling space to third-party advertisers.

Cenareoto manage all your advertising displays

The Cenareo platform connects several hundred screens, enabling you to create communication scenarios adapted to all types of digital signage, for personalized communication that meets the expectations of your audience and the broadcast context.

Our solution adapts to all screens. By adopting the Cenareo player, you benefit from total availability, with continuous broadcasting and the guarantee of no black screen. You can also use embedded or virtual players such as Tizen, Android, a web browser or a System on Chip (SOC).

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Are you looking for a flexible, functional and powerful solution? You can manage the rights of each user from the online administration interface, make templates available to all, automate or personalize content according to geographic zone, weather conditions or broadcasting context, at the level of a single screen or a fleet of screens, or connect the Cenareo solution to your CRM and business applications. You can also pair our digital signage solution with cameras or facial detection sensors to automatically trigger content delivery based on the audience in front of a screen.

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