Digital Advertising Displays

Since the late 2000s, both retailers and advertising marketers have increasingly relied on digital advertising displays. In this article, you'll read about industry use and benefits. At the end, you will learn about the possibilities our software solutions offer for this.

General Explanations of Terms

Digital Advertising Display in a Supermarket
Digital Advertising Display in a Supermarket

What do we understand as Digital Advertising Displays?

Digital advertising displays are screens that mainly display advertising. They are ideal for addressing the target group on the move and directly at the PoS. Advertising displays are mostly located at locations with a lot of public traffic.

Why are Digital Advertising Displays becoming more and more attractive?

Monitors and televisions have fallen continuously in price over the last 15 years. Even large-format panels are becoming increasingly affordable. This trend is expected to continue in the coming years. Therefore, it is obvious to bring marketing and advertising into a state-of-the-art, paperless form.

This is not exclusively a matter of the ecological aspect. Large advertising displays offer immense advantages over conventional posters and save time and money.

What are the advantages of Digital Advertising Displays?

Since screen content is quickly exchangeable, digital advertising displays can address different target groups at the same location, depending on the time. In addition, unlike billboards, screens also play videos and offer opportunities for interaction.

The Advantages in Detail

Software Control with Scheduling

Content on digital advertising displays can be easily controlled with our software. Address different target groups at different times directly at the PoS and thus ensure attention.

Animations and Videos become possible

Forget static posters. With our digital signage players, for example, you can play entire trailers for new films. Diagrams and comparison tables (e.g. for projects) on large screens are also better remembered when they are animated. Emphasize the up-to-dateness of your content by displaying a news ticker as running text.

Use Advertising Space More Efficiently

It becomes possible to display multiple content one after the other or spread over multiple zones. This creates a wholly different dynamic than with conventional billboards.

Responsive techniques display the same content flexibly in landscape or portrait format as well as in landscape format with little effort. On the one hand, this saves money during creation. On the other hand, different contents and messages can be advertised in different sizes and accordingly adapted to the respective target group. So, we offer the ideal solution for advertising of any kind.

Touch Functionality for Interactive Use

Interactive info terminals not only play advertising, but are also used as a feedback channel. Visitors, guests, or customers can easily give their feedback on your product or service via touchscreen on the monitor. For example, directly at the PoS (supermarkets, car dealerships, hotel or in your company).

No TV license fees

Since digital advertising displays do not have a TV tuner, there are also no additional TV license fees.

More Attention

Digital visualizations appear more contemporary. The combination of advertising and information grabs the viewer's attention. Therefore, the advertising impact of individual messages turns out to be higher than with print products.

More Cost-Effective in the Medium and Long Term

The fact that posters are no longer printed and distributed at great expense makes the use of digital advertising monitors more favorable in the medium to long term. The low operating costs mean that the investment is amortized within a relatively short period of time.

Room Design

Displays are ideal as a stand-alone element of room design with furniture. Dip the room in different colors. Or give your visitors the illusion of being by the sea during special campaigns. Ensure an unforgettable experience.

Use Cases for Digital Advertising Displays

Digital advertising displays are primarily designed for use in businesses. They can also be used as PoS and PoI applications and in public places. Here are some application examples.


Welcome your guests in the reception hall. Introduce them to the hotel with our player, or point out dining times and leisure activities. Communicate easily the most important phone numbers (emergency, police).

Use your new digital advertising space and refinance part of your costs. Establish cooperation's with local stores as well as service providers and show your guests different localities.


Respond to special customer requests or respond spontaneously. If it's raining now, simply promote umbrellas. Make the visit to your store an experience and use a touchscreen.

Your customers will feel comfortable in your store, stay longer and ensure more sales. With the mentioned touchscreen function on the store window, your customers can shop in your store even after hours.

In addition, the interconnection of smart retail with digital signage technologies in particular offers the possibility of mutually reinforcing synergy effects.


Change digital menu cards promptly and easily. Update legal requirements or content information through the digital signage player without reprinting. Even a display of waiting time becomes possible. A happy hour in a restaurant or bar can be planned or implemented spontaneously.

Shopping centers

Way-finding signs and info terminals at elevators or stairs provide clarity. Create a unique ambience at any time of the year with monitors with decorative elements. Our software allows a quick adaptation of the respective situation and can thus help to generate more sales.


Customers tolerate waiting queues better when they are entertained. (Report: Digital Signage Today)

Particularly, parents with young children will appreciate short cartoons at the checkout. Advertise promotions or provide the checkout with impulse buys.


Flexible promptly replaceable dynamic perimeter advertising. Nothing needs to be elaborately produced and screwed together. Animations and short films become possible where previously there were only rigid, immobile images. Messages can be sent. Congratulate a fan on his birthday!

Perimeter advertising
Perimeter advertising in a Stadium

City centers

Advertising displays in a vandal-proof totem in city centers offer the opportunity to advertise events, show timely notices and display tourist information. Large format LED screens replace billboards and do not require extra lighting at night. If commuters are more likely to be out and about in the morning, older people at lunchtime and more young people in the afternoon, you can tailor your advertising to suit them perfectly. This would not be possible with static posters.

Our Offer for your Digital Advertising Displays

Software solutions for distributed networks with several hundred or a thousand screen locations require two essential features: Remote diagnostics and maintenance, and especially for advertising marketers: playback statistics. Of course, we are capable of both. And moreover: in freedom that is unique on the market.

Media player for Screen Control

Professional advertising displays offer numerous functions for every application. To operate a display, you need a powerful digital signage player.

Because we value freedom and transparency, the choice is yours:
  1. Use field-proven media players from one of our hardware partners.
  2. Use your digital signage hardware with our free SMIL-Player, Garlic-Player.

The Garlic player plays numerous media formats such as images, videos, websites and executes so-called widgets. It does not matter whether it is running on Windows, Linux, Android, or macOS. It offers the possibility to transfer the content over the internet as well as with a USB stick.

You can also brand the player to your label for resale.

Device - and Content-Management

Our SmilControl CMS as the core of a networked digital signage solution fulfills enterprise requirements of an asset, control, and content management system.

Remote maintenance functions allow you to conveniently administer even large networks of digital advertising displays.

Logs and reports help you to create accurate playback statistics for yourself or your customers. There is the option to have individual statistics generated for each location regularly.

In addition, players can also be grouped into statistics groups to create regional or national playback statistics and display them as a pie chart. By the way: A device may be in several groups at the same time.

Openness and transparency are the common thread running through our software concepts. As for playback statistics, this means that you can download all data in raw format as a so-called CSV and import it into your in-house database as standard.

Read more about the features of our Digital Signage CMS and about the opportunities for resellers here.

Administer your users and assign explicit rights for specific areas.

Nest digital signage playlists and categorize your content. This makes it easy to organize extensive content structures for many locations.

Use channels to create automated content with RSS feeds, for example.

You want your employees or customers to create and publish an offer? With ready-made templates, where the price and the product are entered, this is done in no time without knowledge of Photoshop.

Proxy Software against download Hiccups

In a department store, discount store or supermarket, several dozen advertising displays may share an Internet connection. This can be a veritable bottleneck as soon as new content is due for download. If the screens display partially identical playlists, they redundantly load content and cause data congestion.

We recognized the problem in 2018 and developed a so-called Reverse Proxy especially for digital signage networks It intelligently protects the Internet connection. The proxy recognizes identical content and downloads only the necessary content.

The solution is tailor-made for narrowband Internet connections in urban areas, via mobile communications or in developing countries.

More Digital Signage Solutions


Do you have further questions?

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SmilControl GmbH
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☎ +49 (0) 511 - 96 499 560

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Authorized to represent:
Nikolaos Sagiadinos