Digital signage networks driven by advertisers provide the opportunity for companies to purchase airtime to inform customers about their products and services. This, in turn, can increase sales at the point of decision. The placement, size of the commercial screen, type of content, and other circumstances in-store can vary. However, the most successful networks are treated like any other in-store medium. This means that digital signage is like any other form of point-of-purchase advertising that can be purchased by marketers to reach customers on the sales floor.
Digital signage is comprised of various technologies used to replace traditional print and other media in the retail environment in a visually dynamic form. The visually appealing displays can improve the customers' shopping experience, increase employee productivity, reduce the load on customer service staff and, if possible, offer a supplementary form of income.