When it comes to setting up digital signage or a network based AV system, the terminology can quickly become complex. Yes, you might know what a TV screen is, or even have a rough idea of what is a digital signage media player... 

Does the idea of dwell time, pixel pitch or System on Chip make you glaze over and start thinking about lunch?

Never fear - our comprehensive digital signage glossary is here to clarify popular and commonly used terms in the digital signage industry. Notepads at the ready...

In digital signage, apps can be installed within your CMS (eg. ScreenCloud) and connect to popular apps such as Canva, MS Teams, Unily, Google Workspace and more.

The proportional relationship between the width and height of a display screen or content (e.g., 16:9 for widescreen, 4:3 for standard).

Data collected to analyze audience demographics, behavior, and engagement (e.g., dwell time, gaze tracking) with the digital signage content.

The process of verifying the identity of a user or device, ensuring only authorized entities can access or control the digital signage network.

The rate at which data can be transferred over a network, usually measured in bits per second (bps). Important for distributing large video files.

The border or frame around a display screen. Thin bezels are ideal for creating video walls with minimal visual gaps.

A large format display typically used for advertising. Traditionally a billboard would be a static display in a high traffic location, however increasingly billboards are becoming digitized (see DOOH).

A measure of light intensity emitted by a display, often measured in nits (candelas per square meter, or cd/m2). Higher nits are needed for outdoor or high-ambient-light environments. 

A system where the digital signage software (CMS) is hosted on the internet, allowing remote management and content updates from anywhere.

The software platform used to create, upload, schedule, manage, and distribute content to all digital signage displays from a central location. ScreenCloud is a CMS which is used to manage your digital signage content across your entire network.

Any multimedia file (images, videos, HTML, text, data feeds) that is displayed on the screens.

The difference between the brightest white and the darkest black a display can produce. A higher ratio results in a more vivid image.

A term for digital media used for advertising in public places outside the home (e.g., electronic billboards, screens in malls or transit stations).  Often used to referred generally to billboard advertising, however a billboard is a type of display and DOOH can encompass various different delivery methods.

A collection of interconnected digital displays that are centrally managed for the purpose of information delivery, advertising, or entertainment.

The hardware screen (e.g., LCD, LED, OLED) used to visually present the digital content.

The amount of time an audience member spends observing or in the vicinity of a digital sign, indicating potential exposure and engagement.

Content that changes or updates automatically based on automation, real-time data, time of day, location, or other factors (e.g., live weather, stock tickers).

A protective casing or housing used to protect a digital display and associated hardware, especially in outdoor or harsh environments.

A common method of connecting devices in a local area network (LAN) using cables, typically providing a more stable connection than Wi-Fi for media players.

A specific class of software that provides the low-level control for a device's hardware, often residing in a media player or display.

The specific period or duration (expressed in days or weeks) during which a piece of content or an advertising campaign is scheduled to run.

A location-based service that uses GPS or RFID to define a virtual geographic boundary. Content can be triggered or customized when a device or audience enters this area.

A specialized electronic circuit designed to rapidly manipulate and alter memory to accelerate the creation of images, primarily used in media players for demanding video content.

The physical components of a digital signage system, including the screen, media player, mounting system, and cabling.

The fifth revision of the Hypertext Markup Language, commonly used to create flexible, responsive, and interactive web-based content for digital signs.

A style of communication used to share key information in larger organizations. Information is shared from the top and passes through tiers of a hierarchal structure to be shared with people/employees at different stages as relevant.

Read more: What is an information cascade?

A passive source of information, radiating information in a similar way to a radiator with heat. A term often used in Agile programming, but can also be used to refer to digital signage.

Read more: What is an information radiator?

Content that allows for viewer engagement, often through touchscreens, QR codes, or motion sensors (e.g., wayfinding kiosks, product selectors).

Any method of communication within an organization. This can incorporate internal business announcements, team meetings, direct messaging, email and any other process whereby information is shared within the workforce.

Read more: The guide to internal communication strategy.

A standard that rates the degree of protection provided against the intrusion of solid objects (dust) and water into a piece of electronic equipment.

A system through which television or live streaming services are delivered using the Internet protocol suite over a network connection, often integrated as live content on digital signs. 

Measurable metrics used to assess the success of a digital signage campaign or network (e.g., engagement rates, sales lift).

A standalone, often interactive, digital signage unit designed for public access, such as check-in, click and collect, or wayfinding. Usually fixed to a counter or enclosed for protection.

The visual arrangement of content zones on a single digital screen (e.g., a main video zone, a static image zone, and a ticker tape zone).

A type of display that uses small LEDs as pixels for stronger illumination, often used for large format or outdoor screens.

A common type of flat-panel display technology, often used for indoor digital signage installations.

A repeating sequence of content or a playlist that continuously cycles on the screen.

The dedicated hardware device (or integrated software like System-on-Chip) that receives, stores, and plays back the content on the digital display.

Break through the digital signage jargon with our dictionary of terms used in the industry. From aspect ratios to screen zones our glossary demystifies the terminology.

Digital Signage Glossary and Jargon Buster

Digital Signage Glossary and Jargon Buster

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