Market and applications

While the term "digital signage" has taken hold throughout most of the world, some companies and organizations prefer to use the terms "narrowcasting", "screen media", "place-based media", "digital merchandising", "digital media networks", "digital out-of-home" or "captive audience networks".

Digital signage is used for many different purposes and there is no definitive list. However, below are some of the most common applications of digital signage:

• Public information – news, weather and local (location specific) information, such as fire exits and traveler information
• Internal information - corporate messages, health & safety, news, etc.
• Menu Information – pricing, photos, ingredients and other food information including nutritional facts
• Advertising – either related to the location the signage is in or just using the audience reach of the screens for general advertising
• Brand building – in-store digital signage to promote the brand and build a brand identity
• Influencing customer behavior – directing customers to different areas, increasing the dwell time on the store premises
• Enhancing customer experience – applications include the reduction of perceived wait time in restaurant waiting areas, bank queues, etc., as well as recipe demonstrations in food stores
• Enhancing the environment – with interactive screens (in the floor for example) or with dynamic wayfinding