Digital signage in airports can enhance the travel experience while also reducing the workload of airline and airport employees. The technology commonly is used in airports for arrival boards and alert systems, but there are other uses. Digital signage can be used for:

• Wayfinding
• Advertising
• Real-time messaging
• Communication with travelers

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Shopping malls, with their diverse audiences and variety of stores, can be ideal places for digital signage. But in such a crowded, noisy space, it can be hard for the signage to stand out. When deploying digital signage in a mall, it's important to consider:

• Location
• Content
• Demographics

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Traditional advertising has been hit hard by innovations such as the Internet, social media and DVRs, which allow viewers to skip commercials. But according to a recent study, digital out-of-home advertising is more effective than ever. DOOH is ubiquitous, with 47 percent of viewers who have seen a digital place-based video in the past month specifically recalling advertisements. DOOH also is effective, with 19 percent of viewers who have seen a digital out-of-home advertisement making an unplanned purchase after seeing an item featured on a digital screen.

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