Although lagging far behind the trends from across the Channel and overseas, it seems that the digital signage is also spreading in Italy. Today, this cutting-edge tool is in strong demand especially (but not only) from pharmacy managers, who, finding themselves increasingly in strong competition with new realities that have emerged since the notorious and partial liberalisation of a market previously reserved for the peace of a few, require increasingly innovative tools to communicate and convey loyalty to current and potential customers.
This is just for starters. In fact, other sectors and other types of companies are also moving towards this form of communication and strategic interaction, such as travel agencies, representatives of large-scale organised distribution and franchising companies.
This is the new scenario in which the systems of digital signage. 

The peculiarities of digital signage

If this takes place, it is for a number of reasons that make the digital signage a real breakthrough in the market. Here are just a few advantages of this technique: 

1. Ability to edit content in a extremely fast and dynamics; 
2. Possibility of having a mesessay at a specific time in a specific place;
3. Better value for money than the investmentin the press, in particularin tradial printed posters; 
4. Content ductility.

Content: how to manage it with digital signage

One of the greatest advantages of the digital signage is the ease and ductility of content management, as mentioned above.
The content displayed can range from simple text to moving video with or without sound. All of this can take place via specific application programmes, and management is via a personal computer or other user-friendly equipment.
In this way, each individual/working group can independently edit the content of the digital signagenormally via internet or LAN, in a fast, practical, precise and efficient way. It is also possible to create high-impact multimedia audiovisual content that is comparable in quality to television, projected on LCD and/or plasma screens. 

Purposes and contexts of use of digital signage

There are so many purposes for which the digital signage can be used:  

• Information purposes: improve the efficiency of communication at airports, railway or metro stations by providing detailed and real-time information on flights, weather conditions, waiting times for the next train, etc. 
• Promotional purposeswithin various commercial activities such as shops or shopping centres, with the digital signage discounts, sales, offers and various ongoing promotions can be communicated. 
• Aims related to improvement ofthe user experienceby demonstrating the preparation of a recipe in a restaurant. 
• To influence customer behaviourthrough the digital signage it is possible to create digital signage that directs customers to different areas of a business. 

In conclusion, really with the digital signage it is possible to create a success story around the brand simply by means of a form of communication not seen before. Simply fantastic.