Your Guide to Digital Signage | Top Questions Answered

What is digital signage?

Digital signage is all around us! Digital signage is a term describing screens that can be customized with messages relevant to individuals in that space. It enables business owners, property managers and others to communicate full-screen messages that provide tenants, visitors, or the general public with information on displays in common spaces or high-traffic areas. Digital signage is a core communication method used in commercial real estate (CRE), residential properties and retail establishments.

Digital signage is used in a variety of ways to suit different needs. Leading real estate portfolios have digital signage as part of their proptech offering. It allows them to effectively communicate property announcements to enhance their tenant experience including safety/security protocols, maintenance updates, calendars of events, welcome messages and more. Digital signage is viewed by property managers as a necessary compliment to their text/email communication because it ensure maximum visibility of property management updates. It can also be a tool to used by brands to reach audiences outside their homes for brand awareness or to drive business.

Digital signage is easy to set up. All you need is a screen, Wi-Fi or ethernet cable and turnkey digital signage software plug-and-play device.

What is digital signage software?

Digital Signage Software (often called a content management system or CMS) allows you to create, customize, schedule and publish information to your screen. Digital signage solutions have evolved drastically in the recent past. Previously properties or businesses would rely on the service provider to install proprietary hardware which carried long lead-times and offered few customizations. Now the available options have expanded & most digital signage is activated via a simple, plug and play device, (think firestick) that connects digital signage software to a new or existing screen. This evolution has made digital signage more attainable, more customizable and easier to install so you can more quickly begin creating and publishing content in your space. Most digital signage software is turnkey and easy to use. The best options offer training & creative templates to make it even easier to communicate with your customers and visitors.

What are the benefits of digital signage?

Customize Information Quickly

Digital signage informs your audience of new updates or alerts with a click of a button. You can login to your cloud-based digital signage software from your smartphone, allowing you to update quickly and in real-time. From a bathroom outage on the fourth floor, to a building-wide emergency, digital signage enables you to post changing information quickly and feel confident that tenants or visitors are aware of important announcements.

Cost Effective Communication Solution

We live in a digital world where people expect and are accustomed to receiving information on digital screens. Digital signage embraces this evolution and eliminates the need for costly, outdated forms of printed communication – signage, pamphlets, flyers, notices under doors etc. Digital signage saves you money which can be reinvested into other areas of the business. It also communicates your message more effectively – win-win!

Digital Signage VS Phone Notifications

When we unlock our phones, we are often overwhelmed by emails, texts and app notifications and choose to only pay attention to what we think is important. That’s when information gets lost. With digital signage in high-traffic areas, your audience has a much greater chance of seeing your messaging. And you can build a communication strategy that saves email outreach or text notifications for only your most pressing announcements.

Foster Community

Digital signage is a great way to help foster a sense of community and build connection between management and tenants/visitors. You can use it to promote community events in your building or neighborhood, post Welcome messages, seasonal greetings and more.

What is the best digital signage software for you?

It depends upon your goals

Take into consideration your communication goals, and pain points, when communicating with your audience. Are you looking to only communicate company/property/business information? Or are you looking to engage visitors with an amenity that will provide engaging curated news & information alongside your customized content? Putting digital signage in high traffic areas provides better assurance eyes will be focused on your message.

Make your message pop!

If you’d like full control over what is being posted throughout the day, look for digital signage software that only posts your own messaging. Make sure it stands out. According to Ad World, “56% of a digital campaign’s outcome is dependent on the quality of the creative.”  If your digital signage is not engaging, it’ll be a fly on the wall and your information will get lost. If you don’t have the resources to always keep on top of your digital signage, find software that has managed content with which you can integrate your messages. The combination of continually updated, fresh content plus custom property notices creates an engaging experience that elevates the effectiveness of property information. At Captivate, our editorial team partners with top media partners to bring local news, weather and sports. Within our content you can post your own, providing a one-stop source of current and timely information for your audience.

What is the difference between digital signage and TV?

Digital signage has one channel that displays curated and customizable content that fits a building’s communication needs. Messaging is static or on rotation and conveys information that is specific to the location. You control the message that your audience sees, and how often they see it. It can be used in multifamily properties, condos, office buildings or businesses.

TVs on the other hand, have multiple channels that are for public interest and do not address the needs of a specific location or audience. 

There are many companies in the digital signage space that offer a blend of content and property messaging. Some provide simple RSS feeds while others provide a professionally edited content offering tailored to the type of property the display resides. Regardless of which option you choose, be sure to review the providers credentials and level of experience. The last thing you want is to have inappropriate content appear before your customers or a boring, basic feed that viewers ignore. The best providers lean on a professional editorial team to curate a programming mix of content that is always safe, always appropriate and always engaging.

Both digital signage and TVs use the same hardware, it’s the content and ability to manage content that differs.