When it comes to selecting a digital sign, or weighing up if this might be a suitable option for your business or organisation, it can seem like you are faced with a blizzard of jargon. Here are some of the most commonly used terms in the industry explained. 

A digital sign is sometimes also called an LED advertising screen, but you may additionally see it referred to as a ‘signage solution’, or ‘electronic signage.’ In fact, there are quite a few other terms which you may come across, such as LED billboards, digital posters, or OOH (which stands for Out of Home Advertising).

Just to add an extra layer of confusion into the mix, you may even see the term DOOH, which stands for Digital Out of Home Advertising. This basically refers to any digital signs you see as street furniture, or covering the sides of buildings such as the large format permanent screens in Piccadilly Circus in London. 

DOOH can also be used indoors, in retail environments such as shops and shopping malls. You may also see digital signs used to convey information, such as timetables, menus, and directions, in public places such as hospitals, travel hubs, schools, and restaurants. In fact, digital signs are fast replacing traditional printed formats in most situations. 

There are further terms which refer to the operation of the signs. The text and images which make up the display are controlled by a Content Management System (CMS). This allows you to programme and manage which content is displayed, for how long, and manage the brightness of the screen, and a range of other factors.

Screens can also be integrated with a media player, to show videos and live internet feeds, such as rolling news formats, or social media feeds which are relevant to your target audience.