Advertising using digital communication, or digital signage, is a form of out-of-home advertising in which video content, advertisements and messages are displayed on digital signs with a common goal of delivering targeted messages at specific locations at specific times. This is often called “digital out of home” or abbreviated as DOOH.
Content, in the context of digital signage, is the name used to describe anything designed and displayed on screens. Content can be anything, including text, images, animations, video, audio, and interactivity.
Digital communication relies on a variety of hardware and software for delivering the content. The components of a typical digital signage installation include one or several display screens, media players and a content management server. Sometimes two or more of these components are integrated in a single device but typically there is a display screen, a separate media player, and a content management server that is connected to the media player over a network. One content management server may support multiple media players and one media player may support multiple screens. Stand-alone digital signage devices combine all three functions in one device and no network connection is needed.