Types Of Networks

Types Of Networks

There are essentially three types of digital signage networks focused on different mindsets of the consumer, relevant to the activity they are engaged in:

A Point of Sale

A POS network is what you might expect: Digital Signage that consumers encounter close to a product or service for sale. These are usually comprised of in-store or retail digital signs. Sometimes, they include screens placed on the end of an aisle, or “end cap”, or near the deli in a grocery store. The power of this type of network is that the call to action is immediate; the screens are placed where shoppers make their buying decisions. The content is attention grabbing, relevant to product and brand, while the consumer is focused on buying.  The content for these screens are usually helpful and useful to the shopper’s mindset in making purchases now.

Point of Transit

Digital billboards, along with screens associated with airports, train stations, subway stations and store windows comprise the second type of installation, Point of Transit (POT) Networks, where people are always on the go. These are the “live poster” of the industry. They work by grabbing the attention of passing consumers for a brief period of time. These screens are mostly focused on establishing brand identity or value, and parcel out visually attractive or active content in short bursts. Many consumers are already familiar with one type of POT network, the digital screens installed at airports that present a quick an ad, and perhaps a weather forecast during the short trip from one gate to the next. That contrasts with an exterior screen on a taxi which functions as a moving billboard. These particular types of networks are often referred to as digital out of home (DOOH) networks where the advertiser is concerned about the reach and frequency verses in-store media that is concerned with sales uplift and is often referred to as digital signage.

Point of Wait

The third type is known as the Point of Wait (POW) network – one targeted to consumers waiting for a product or service where there is dwell time. Usually we encounter these in office buildings, healthcare, and hospitality locations, as well as corporate lobbies. A typical POW network is found in retail banking, where consumers are entertained in queue while also exposed to advertising, and general feel-good content. Good content, results in a happy customer for the teller. It is all about perceived wait time. One could even consider a digital sign in the interior of a taxi or bus to be part of a POW network. Some of these networks are interactive, such as screens facing passengers riding inside taxis. In those cases, the viewer has more “wait time” and can take in a longer message or series of messages. In office buildings one can encounter displays in and around elevators which will have editorial content along with advertising.  The common thread is that consumers viewing a POW network screens are both receptive and have sufficient time exposure to allow for longer messages and several repetitions.