lundi 1 décembre 2008

Digital signage - la communication audiovisuelle dynamique

Digital signage c’est un terme international utilisé le plus souvent pour decrire ce nouveau support. On peut le traduire comme : communication audiovisuelle dynamique (CAD).

Je vais donner quelques définitions de digital signage en anglais car c’est un concept international ou pluparts des articles sont publiés en cette langue.


Digital signage is a form of electronic display that is installed in public spaces. Digital signs are typically used to entertain, inform or advertise (together known as "adfotainment"). Major benefits of digital signs over traditional static signs are that the content can be exchanged more easily, animations can be shown and the signs can adapt to the context and audience, even interactively.

Digital signage advertising is a form of out-of-home advertising in which content and messages are displayed on digital signs, typically with the goal of delivering targeted messages to specific locations at specific times. Digital signage offers superior return on investment compared to traditional printed signs

The content displayed on digital signage screens can range from simple text and still images to full-motion video, with or without audio. Some operators of digital signage networks, particularly in the retail industry, regard their networks as comparable to television channels, displaying entertaining and informational content interspersed with advertisements

These dynamic displays are often used to present a custom-tailored mix of informational and advertising content, including product promotions, timely news, and upcoming events.

Digital signs are frequently located in crowded public venues, so the screens and content need to stand out. With this in mind, digital signage networks were early adopters of large-screen LCDs, plasma monitors, front/rear projectors, organic LED (OLED), and holographic and 3D imaging technologies.Most digital signs are mounted on a wall, ceiling, shelf, or endcap, but the creative use of display technologies has led to innovations like polarized projection film. This lets you project high-contrast images onto store windows or displays that appear to float in mid-air

This is an example of deployment of digital signage in WalMart USA.