Digital signage is a sub segment of signage. Digital signages use technologies such as LCD, LED and Projection to display content such as digital images, video, streaming media, and information. They can be found in public spaces, transportation systems, museums, stadiums, retail stores, hotels, restaurants, and corporate buildings etc., to provide wayfinding, exhibitions, marketing and outdoor advertising. Digital Signage market is expected to grow from USD $15 billion to over USD $24bn by 2020
Traditionally content designs have been created by small, specialist firms. However they are often seen to be expensive and have uncertain ROI. More recently, digital content is created easily and flexibly via a Content Management System. This means that new messages are created from a creative inventory of audio, video, image, graphics, words and phrases which assembled in different combinations and permutations to yield new messages in real-time.
Digital content displayed on the signage is presented in one of the following formats:
File:Digital sign dearborn.ogv
Video clip of a digital sign in Dearborn, MI, USA
Text – Scrolling text. Either scrolling text, or text dynamically updated via external Newsfeed source.
Images – Scrolling images, usually in the format of digital advertisement posters
Video – Usually in the format of commercial TV advertisements.
Interactive interfaces – Integration of signage with touch screen, beacons, sensors, RFID technologies, to allow for two-way communications with the users. Interactive digital signage helps to engage users and may also assist advertisers to gain insight in customer behavior.
Context-aware interfaces  – Integration of signage with cameras, sensors and software to monitor the ambient environment and audience, allowing signage to be updated according to the audience profile, weather conditions or some other relevant external factor.