CMS software for digital signage makes it easy to configure and schedule content broadcasting for various types of screens and locations.

Screens or digital signs are increasingly appearing in public spaces: shopping malls, subways, buses, museums, and cafes. Digital signs help capture the attention of customers or passersby, entertain them, or convey important messages. The technology is becoming more accessible, and interest in it is growing.

This article examines how digital signage players with CMS work and the business tasks these solutions address.

History of emergence

The predecessors of this technology include “electronic paper.” It sounds futuristic but looks entirely different. It simply mimics printed paper and doesn’t emit light; instead, it reflects it. Remember e-books with electronic ink? They work on a similar principle.

This “paper” is now used to print price tags in stores, street announcements, and even license plates. Such electronic license plates are gaining popularity in California. However, text on this “paper” is visible only up close and under good lighting conditions.

Later, dot-matrix panels appeared, which belong to the first generation of digital signage. These are LED screens. The image pixels are replaced by one or four LEDs with standard colors: red, green, and blue. LEDs light up with varying intensity and sequence, creating a color image. Digital signage software began its development with these displays.

Eventually, OLED panels were developed. They work on a different principle. The display is made of layers of polymer, and the image is created using electrodes. However, OLEDs are sensitive to moisture and not very durable.

Another type of display in this generation is projection-based. They consist of a vinyl canvas and a projector. This technology is suitable for large venues like cinemas and theaters, for instance, to create scenery. Here, a specialized digital signage player can also be used to synchronize video content with projections.

Thus, digital signage has become an integral part of modern business and communication.
All the devices listed have two significant drawbacks: they only transmit images, requiring additional equipment for sound, and content uploads must be performed manually.

However, second-generation devices handle multimedia. Moreover, they can be managed centrally. A single media source is enough to transmit a video or slideshow to numerous monitors.

For this, specialized management systems for Digital Signage exist, allowing the process to be organized as conveniently as possible. Some programs even enable the creation of materials directly on media players or servers.

Third generation: Interactivity

The main difference of the third generation is that it is “closer to people.” Monitors interact with users through interactivity: providing information on request or collecting it. For example, they can suggest a route to the desired restaurant, offer to take a short survey or play a game, and even help create and track orders.


How Digital Signage works

Modern systems include three components: software, hardware, and content. Let’s explore digital signage players and software — how they function, what they consist of, and their advantages.


5 main advantages of CMS

The digital signage software market is filled with various products.

Content management programs allow you to:

• remotely manage content across any number of screens by creating schedules;
• collect analytics on the placement of advertising content;
• monitor device performance and ensure their functionality;
• support work with different types of content for various AV equipment;
• integrate other applications through plugins and tools.

This is a universal set of features. Software developers are ready to refine their products to meet specific customer needs.


The software operates through applications for players and servers. The server stores the user’s personal account and database.


Large organizations — transport networks, state corporations, banks — typically use server-based solutions. These effectively protect data and save resources when there are many displays.


There are also cloud services suitable for small businesses with fewer monitors. In this case, the system can be connected quickly and inexpensively. Cloud services offer technical support, pricing plans, and trial periods. However, if special modifications are required, the cloud IT team may charge significantly for them.


Hardware component

Applications are often bundled with the Digital Signage player itself or purchased separately. If the manufacturer specializes in hardware and develops its own software for it, then all other equipment must also be from the same brand. Other hardware may turn out to be incompatible with this software.


In the Ukrainian market, there are several developers of third-party software for both general and specialized purposes. They also usually produce hardware adapted to their software.


Minimalism

There is an option to operate without centralized software by simply copying multimedia files onto an external drive and running them. However, this approach has many drawbacks:

• Settings changes or file uploads must be done manually for each monitor individually.
• There is no analytics on device performance.
• The hardware cannot be integrated with other data sources, such as cameras or sensors.

Nevertheless, for some, a single digital sign and a prearranged playlist are sufficient. The main thing is that the content reaches the audience and fulfills its intended purpose.


Hardware components

A typical setup for a Digital Signage system includes:

• display devices — screens, panels, or kiosks;
• a player — a computer, media player, or tablet;
• network equipment — such as a router or Wi-Fi access points;mounting hardware.

Additional components may include motion sensors, facial recognition systems, cameras, or scanners, depending on the tasks the digital signage system is designed to solve.


Sometimes the player is built into the display, which is convenient if there is only one in the room. Small businesses often use Smart TVs, adapting them for such purposes.


If the player is a separate device, the display must have a controller. The controller receives the video signal from the media source and adjusts the brightness and contrast of the image. The player and monitor are connected via DisplayPort or HDMI.

What tasks does Digital Signage solve?

Bright, dynamic images attract attention. That’s why Digital Signage effectively fulfills its functions:  

Dissemination of useful information.

An electronic signboard can display weather forecasts, news, street or building maps, or queue numbers. In some cases, it provides critical information: first aid rules or emergency service contacts. Corporate content also falls into this category.  

Advertising. 

The display showcases new products, discounts, and product benefits. It can feature user reviews, photos, and videos. Such multimedia advertising effectively conveys the brand’s aesthetics.  

Entertainment.

Screens can show funny cat videos or offer games to help viewers pass the time. This improves mood, calms, and relaxes them. Content is usually mixed to keep the audience engaged.  

Where Is the Digital Signage system used?

Digital signage systems are actively implemented in public places where people need quick and constant access to information. These include train stations, airports, public transport stops, banks, and clinics. Large, bright screens are easy to see, and the information displayed on them is updated in real time.  

Entrepreneurs also actively use this technology. They install not only displays but also video walls and even media facades. This helps create a brand or company image, attract customers, and boost sales.  

The fields of art, science, and the entertainment industry have not been left behind. Interactive and immersive exhibitions impress visitors with their beauty and scale.  

New opportunities

Installing electronic video systems is becoming the norm even in workplaces. Such solutions remind employees of corporate values, share news, or display project statuses.

Digital Signage systems can also be configured with interactive features, such as booking a meeting room, voting on the format of a corporate event, or checking when a manager will be on vacation.  

For small companies, simpler options are available: they can use just a display with pre-configured content. However, Digital Signage software adds functionality and expands the system’s capabilities.

Content for Digital Signage

We’ve covered how Digital Signage works and its purposes. Now, let’s discuss where to source content for Digital Signage solutions and how to use it in commercial activities without breaking the law.  

Video, music, static images, and text are all automatically protected by copyright. This means you cannot use someone else’s works in commercial establishments without compensating the author or rights holder.

The reason is that broadcasting directly or indirectly affects profits, and a portion of that income belongs to the rights holders. Even if there is no actual revenue, the law still requires compliance.  

Another important nuance: videos intended for home viewing are not suitable for display on digital screens. Movies, TV series, music videos, TV shows, or streaming services are not licensed for public screening in commercial organizations. Violations can result in fines.  

Where to legally source content for Digital Signage

To avoid legal issues, here are a few options:  

Sign a contract with the author. This could involve transferring rights, giving you full control over the work, or a licensing agreement, which permits usage in a specific format.  

Create videos and slides yourself. If you have a creative team, you can handle this in-house or use AI tools.  

Download multimedia from stock platforms. While such content might be less original, it’s a safe option.  

Use works in the public domain. A work enters this category 70 years after the author’s death.  

Hire professionals. For instance, content agencies, freelancers, or even companies that supply Digital Signage equipment and software often offer extended services, such as creating templates for various industries and delivering turnkey projects.  

Broadcast publicly available information. This might include weather forecasts, exchange rates, and similar content. If it suits your business, this is a convenient solution.  

Purchase a public broadcasting package. This is an excellent option if you want to entertain your visitors.  

Using software

Managing content on screens requires quality Digital Signage software. It enables you to adapt materials for display, create broadcast schedules, and integrate with other systems. Many solutions also support analytics to help you understand the effectiveness of your signage.  

The choice of Digital Signage software depends on the scale of your project. Small businesses can use simple solutions, while large companies often rely on complex systems with numerous features.  

The primary goal is to ensure easy access to content and its legal usage.

Advision — Content Management System for remote management and media planning of video and audio content broadcasting. We help offline businesses and advertising companies automate their workflows and implement a robust Digital Signage infrastructure using our proprietary software and hardware solutions.

Contact us, and we will help you implement the most modern technologies to solve your problems!