Digital signage arouses curiosity, inspires, and informs, thereby successfully elevating interaction with your customers to a higher level.

By digital signage, we mean networked audiovisual information systems that offer surprising new opportunities for advertising. This allows a range of different direct customer communication applications to be covered:  as shop window and in-store marketing, for brand and product projection, as digital posters, or with augmented reality.

Marketing is thus able to broadcast target group-oriented and/or time-of-day-aligned campaigns that take regional content into account or respond directly to the customer via touch screens, beacons, or sensors.

The control of the campaigns is handled centrally online, either manually or via artificial intelligence that uses measured values to steer messages, happens digitally and is content-based and dynamic without the cost of physical changes.

Nevertheless, digital signage is a complex communication product that requires and combines technology and creativity. Since technology can easily be replaced and reproduced, the challenge lies in working on the emotional experience and on creativity.

Digital signage communication is not static; it is innovative, draws attention, and above all: it initiates interaction. Augmented reality allows people to interact with their environment in real time, augmented by computer-generated data. A groundbreaking approach that involves people, motivates them to engage, and wins them over for their action.

To illustrate this better, here is an extremely successful example:

The startup "Cooler Screens" manufactures refrigerator doors for public vending machines with integrated cameras and sensors that collect data while simultaneously functioning as a digital menu board. The digital doors display the products inside the machine—cans of soft drinks, ice cream—and serve targeted advertisements to customers just as they walk past.

Cooler Screen's cameras can  even determine the approximate age, gender, and movements of the approaching customer via image processing sensors, and then show them tailored advertisements for relevant items. The display's image processing technology also stores information on which items shoppers picked up or looked at, giving advertisers insight into the effectiveness of the screen real-estate ads.

Cooler Screen technology also responds to external variables, such as time of day, weather, and calendar events.

Cooler Screen's smart cooling displays can help consumers overcome the overwhelming number of options in retail stores. As identified in a Choice Apocalypse trend, the abundance of products can frustrate customers to the point where they sometimes make no purchase at all.