Digital signage dictionary

DOOH / Digital signage / Dynamic signage
Digital Out-of-Home (DOOH) / Digital signage / Dynamic signage refers to signage that is displayed in public spaces by means of projector, LCD, Plasma screen, Electronic billboard, Isle-talkers, etc. Multimedia content is usually displayed using a computer, also referred to as a digital engine or media player. You will find digital signage in most public spaces like airports, outdoor concert venues, bars, restaurants, cafes, college campuses, convention centres, stock markets, call centres, trains, busses, taxis, and retail environments.

Interactive Digital Signage
An interactive layer is added to a digital signage system, allowing the targeted audience and users to engage with the on-screen content in real-time by means of a specialized devices, touch screen, or mobile phone.

Digital media platform
The infrastructure (hardware, software, connectivity and various resources) that is purposefully designed to host, support and broadcast various media file types with the objective to entertain, inform, and educate a targeted audience. Interactive layers and peripheral devices can be added atop this base to create an Interactive Media Platform.

ABN (Ad-based Network)
Revenue from third party advertising is not necessarily the primary objective of a Digital Signage network. Digital signage networks that do support third party advertising is normally referred to as ad-based networks, and rely on the ad-revenue to sustain the network and generate an extra revenue stream to enhance return on investment (ROI) for the system owner/s. In order for an ABN to be viable it is required to have the right balance of relevant content to advertising, as well as sufficient dwell-time in order to engage the viewer.

Dwell-time
The amount of time a customer remains in a venue, or a specific area within the venue. Dwell-time is an important variable in determining display placement, advertisement size (seconds), content loop duration, advertising-to-content ratio, and advertisement cost. One of the primary objectives of Digital Signage is to increase dwell-time, and therefore often forms part of the Return on Investment (ROI) metrics and cost justification value proposition.

Expression-based media & Social Media Applications
Invites people to engage with beneficial and entertaining content that forces users to HAVE FUN. It also encourages people to share information and talk to each other in a user-controlled media environment.

Mobile click
The user’s phone number is treated much like a web “cookie”, adding a layer of measurability to track user statistics across digital signage networks. It enables the dynamic digital signage system to recognize a unique user engaging with a social media application via a mobile phone.
New media triadThe media distribution model by which brands and advertisers can engage with consumers using various digital media, all within an integrated campaign.

OTS (Opportunity To See)
The probability a screen has to be viewed by consumers. It is unlikely that a screen will be seen if it is hidden away or placed in a low dwell-time area. OTS is expressed as a percentage ratio comparing the amount of people who actually see the screen to the amount of people that entered the venue where the screen is installed. OTS is a useful variable for brands and advertisers.

Proof of Play
Proof of play is a built-in feature of proper digital network management software. It is a secure document where advertisement flight details are logged every single time an advertisement is sent to the screen. It records the date, time of day, and for how long the advertisement was displayed. Technically the proof of play only states that the advertisement was sent to the screen. Additional network features and technology is required to tell if the screen was actually switched on and working at that specific time. Proof of play, combined with other measurable variables, is important in calculating how many people actually looked at your advertisement in order to determine ROI.


Pierre Fourie is a leading marketing and advertising consultant based in Johannesburg South Africa. He is highly regarded for his expert knowledge on Digital Out Of Home (DOOH) systems and his ability to conceptualise and execute marketing / advertising strategies. Pierre was dubbed the “digital expert” on developing content strategies and promoting branding concepts for private digital advertising networks, including Planet Fitness Gyms and The More Golf Group. His background in the electronics engineering field of study, combined with more than 10 years experience as a business owner, entrepreneur and media expert is reflected on his personal blog: http://mediamarketingandsales.blogspot.com