Table of Contents
The digital signage industry moves fast, and it comes with its own language. Whether you’re planning a rollout, upgrading your network, or trying to make sense of tech jargon in a vendor pitch, this glossary will help you get a clear handle on the essentials.
We’ve broken down more than 100 terms into categories that cover everything from hardware and software to analytics and emerging trends. Use this as your go-to reference — whether you’re in the weeds on a project or building your foundational knowledge.
General Digital Signage Terms
Digital Signage: Dynamic screens used to deliver content like ads, info, or messaging in public or private spaces.
Digital Out-of-Home (DOOH): Digital advertising shown in public spaces such as malls, airports, or bus stops.
Retail Media Network (RMN): A network of digital screens within a retailer’s ecosystem used to sell ad space to brands.
Programmatic DOOH: Automated buying and selling of digital signage ad inventory using data and real-time bidding.
Wayfinding: Signage that helps people navigate complex environments like hospitals, airports, or campuses.
Call-to-Action (CTA): A clear instruction on screen that tells viewers what to do next (e.g., “Scan the QR code”).
Customer Journey: How digital signage content aligns with different stages of a viewer’s experience.
Interactive Signage: Displays that respond to touch, motion, or voice to allow user interaction.
Proof of Play: Confirmation that content was displayed as scheduled.
Proof of Concept (PoC): A trial deployment to test software, hardware, or strategy before full-scale rollout.
System-on-Chip (SoC): A media player built directly into the display, reducing hardware needs.
Display Technology Glossary
Aspect Ratio: The width-to-height ratio of a display screen (common: 16:9 or 9:16).
Resolution: The number of pixels in a display — higher resolution = sharper visuals (e.g., 1080p, 4K).
Pixel Pitch: The distance between LED pixels — smaller pitch means better image clarity at close range.
Brightness (Nits): Measurement of screen brightness. Outdoor screens usually need 2500+ nits.
Contrast Ratio: The difference between the brightest and darkest parts of a display image.
HDR (High Dynamic Range): A technology that enhances image contrast and color depth.
Viewing Angle: How far off-center someone can stand and still see a clear image.
Transparent LED: A see-through display that combines visuals with visibility — used in retail and experiential spaces.
Refresh Rate: How often the display refreshes per second (measured in Hz). Higher rates = smoother motion.
Bezel: The physical edge around a screen. Narrow bezels are better for video walls.
Orientation: Whether a display is positioned vertically (portrait) or horizontally (landscape).
Book a free consultation today
Content and Content Management
CMS (Content Management System): Software that lets you schedule and update content on your screens.
Cloud-Based CMS: A CMS hosted online that allows remote access and control of displays.
Playlist: A sequence of scheduled content pieces (images, videos, data feeds).
Content Zones: Dividing the screen into multiple areas that play different content.
Dynamic Content: Content that updates automatically based on data (e.g., weather, social feeds).
Rule-Based Content: Content that changes based on preset rules (e.g., show coffee ads in the morning).
Offline Mode: The ability for screens to run cached content even without internet.
Localization: Adapting content for regional language, culture, or preferences.
Multilingual Content: Content available in multiple languages, often triggered by region or interaction.
AI Personalization: Using AI to change messaging based on audience or behavior.
Real-Time Reporting: Live data on content performance, playback status, and errors.
Proof of Performance: Data showing when, where, and how often content was shown.
Audience Engagement and Analytics
Audience Measurement: Collecting viewer data to understand engagement and optimize content.
Dwell Time: How long someone looks at a screen. Longer usually means better engagement.
Facial Recognition: Used (in privacy-compliant ways) to detect age, gender, or sentiment.
Anonymous Video Analytics (AVA): Gathers viewer demographics and behaviors without storing personal info.
Heatmaps: Visual data showing where people gather around displays.
Eye Tracking: Tracks what areas of the screen draw the most attention.
Conversion Tracking: Measuring how many people take action after seeing digital signage.
Triggered Messaging: Showing specific content based on time, weather, sensors, or audience data.
Sensor-Driven Content: Content that changes based on input from proximity or motion sensors.
A/B Testing: Testing two versions of content to see which performs better.
Installation and Hardware
Media Player: A device that plays content on the screen. Can be external or built-in (SoC).
All-in-One Display: A screen that includes the media player, software, and display in one unit.
Fanless Media Player: A silent player built for 24/7 use in retail or office environments.
VESA Mount: Standard mounting system for displays.
Power over Ethernet (PoE): A single cable supplies both power and internet to a device.
UPS (Uninterruptible Power Supply): Backup power that keeps signage running during outages.
Video Wall Processor: Hardware that manages content across multiple displays.
Thermal Management: Ensures displays stay cool and avoid overheating.
Remote Device Management (RDM): Controlling and monitoring hardware performance remotely.
Screen Calibration: Adjusting color and brightness for visual accuracy.
Environmental Sensors: Devices that feed conditions like light or temperature into the signage system.
Emerging Tech & Trends
Retail Media Network: Retailers selling digital signage ad space to brands inside stores.
DOOH Programmatic Advertising: Real-time bidding for ad space on outdoor digital displays.
AI Content Automation: Automatically generating or adjusting content based on real-time data.
IoT Integration: Using connected devices (sensors, inventory systems) to drive smart signage behavior.
Platform Economy: Centralized ecosystems (like Samsung VXT) where signage tools, apps, and devices connect.
Green Signage: Energy-efficient displays and workflows focused on sustainability.
System-on-Chip Displays: Displays with built-in players for simpler, hardware-light deployments.
5G Connectivity: High-speed wireless data powering real-time content delivery and analytics.
10 Terms You Should Never Confuse
-
DOOH vs. Digital Signage: DOOH is ad-based. Digital signage can also be informational or internal.
-
Resolution vs. Screen Size: Bigger doesn’t mean clearer — resolution matters more.
-
Playlist vs. Schedule: A playlist is content. A schedule dictates when it plays.
-
Interactive vs. Touchscreen: Not all interactive signage is touch-based (e.g., gesture or sensor-triggered).
-
Proof of Play vs. Proof of Performance: One tracks delivery, the other tracks impact.
-
Pixel Pitch vs. Resolution: Pixel pitch matters more in LED walls. Resolution rules for LCD.
-
CMS vs. Media Player: CMS manages content. The player runs it.
-
Zone vs. Screen: A zone is a section of a screen. A screen is a single display unit.
-
SoC Display vs. External Player: SoC is built-in. External is separate.
-
Cloud-Based vs. On-Prem CMS: Cloud is accessible from anywhere. On-prem requires local access.
Keep This Handy
Whether you’re managing a network of displays or evaluating a new software platform, knowing the lingo gives you a serious edge. Bookmark this page or turn it into a reference PDF for your team. If you’re ready to build smarter, clearer, more impactful signage — this glossary is your starting point.
