Digital Signage is a process of out-of-home advertisement technique in which the messages and contents displayed on a LCD or any electronic screen can be changed or altered without modifying the physical structure and sign. Digital signs may consist of electronic message boards, projection screens, LCD other Organic LEDs. The content or the messages of digital signage may contain simple texts or videos or images. Digital signage is often viewed as electronic billboards. The sign embedded on the billboards are regulated and controlled by using a remote computer or other remotely located device.

The advantages of digital signage are clear and are being acknowledges and acclaimed by millions of retailers, government institutions and so on. The digital signage sensation has become extensively popular owing to lowering of cost of equipments. In recent times, LCD and Plasma screens are easy to afford. Even the servers running on PCs are also affordable without incurring huge costs. Digital signage has found its application in schools, hospitals, airports, shopping malls, airports, railway stations, and even financial establishments. Digital signage owing to its features and characteristics is soon becoming one of the fastest growing communication media offering a direct response of the manufacturers to interact with the prospective audience.

The existence of Digital signage dates long back, however, it had been very expensive. With the development of digital signage software, it has contributed to the enormous development and growth of retailers to expand their business. One most popular example that can be cited is Walmart, which is the first retail establishment based on digital signage. Another retail establishment is Best Buy that has followed the pathway of Walmart.

Keeping in mind all the advantages of digital signage, there are certain drawbacks that mainly hinder its operation; the foremost factor being the incomplete ROI (Return on Investment) and the advertisement mode.