What is Digital Signage?

Apr 23, 2021

Digital signage is a content distribution system that allows central control of displays and screens on an IP network. This can be playback to a single screen or to several hundred displays across an enterprise. Digital signage makes it easy to share live news, weather, promotions, flight data and more in real-time with guests.

‘Digital signage is best explained as a form of electronic display that shows television programming, menus, information, advertising, and other messages. Digital Signage (frequently utilizing technologies such as LCD, LED, OLED or projected images to display content) can be found in both public and private environments, including retail stores, hotels, restaurants, and corporate buildings, amongst other locations.’ Source

With the key component of guest engagement, digital signs are utilized in many different ways for many different reasons. More eye-catching deployments can be found in retail and Digital Out of Home (DOOH), think  window displays or roadside advertising.

While Uniguest primarily deploys signage into hotels and hospitality venues, digital signage is also widely adopted within senior living communities, stadiums and arenas, conference venues, colleges and universities, government, military and medical facilities, as well as  commercial premises.

When we step back and look at the application of digital signage in these spaces, the use ranges from providing internal staff communications, guest and resident services, live traffic updates, wayfinding and directional information to displaying schedules, calendars and branded TV and video content.


Digital signage incorporates a number of key technologies, which when delivered together correctly produce fantastic results, that include:

  • Media Players
  • Smart TV or Flat Panel Display
  • Content Management System (CMS)
  • Network Infrastructure
  • Well designed and professional content


Key features of CMS platforms include:

  • Option for local or cloud content delivery
  • 3rd party data feeds
  • Integrated IP Television (IPTV)
  • Content and event triggers
  • Scheduling and calendar support
  • 4K resolution
  • Zoning and screen groups
  • Simple Operation
  • Playlist creation and management
  • Content interactivity


  • Communications displays
  • Infotainment – graphics and live TV or video
  • Menu boards
  • Interactive and Passive Wayfinding
  • Room Booking
  • Video Walls

The mass adoption of digital signage can be put down to the fact it engages its audience much more effectively than static signage. The eye is drawn to movement which when coupled with the ability to instantly change content, create context-aware media, becomes hugely effective.

Not only is digital signage a great tool for audience engagement, it is also a fantastic marketing tool and as such has become ever more useful for non-technical users as developers have enhanced and improved their signage content creation software.

But, what is digital signage? It is whatever you need it to be, as complex or as simple as you need it to be, and as targeted or general as you want. The magic is to find a platform that offers you more of the elements you need than any other to deliver your content to any screen on any network.

For more information, please head on over to our Complete Digital Signage Suite page or schedule a session with a Uniguest team member by emailing hello@uniguest.com.