Digital display

Definition

Digital signage refers to the use of electronic screens to display visual or interactive content for information or advertising purposes. Unlike traditional static signage (e.g. printed panels), digital signage enables content to be modified remotely, messages to be varied and attention to be captured more effectively.

In an advertising context, digital signage falls into the category of DOOH (Digital Out Of Home) category. It can be found in public places, shopping malls, public transport, gas stations, shop windows and even along freeways.

Digital display features

  • Use of LED, LCD or projection screens

  • Dynamic content delivery: images, videos, animations, looped messages

  • Remote programming via content management systems

  • Message can be adjusted according to time, weather, location or audience

  • High visual impact and memorability

Digital display types

1. Outdoor billboards

  • Electronic signs along freeways or on building facades

  • Present in major Quebec cities such as Montreal, Quebec City, Laval, etc.

2. Public transport signage

  • Screens in buses, subways and commuter trains

  • Networks managed by operators such as TransLink, Exo or RTC

3. Commercial signage

  • Shopping malls, digital shop windows, interactive kiosks

  • Content often targeted by time of day or location (e.g. lunchtime promotions)

4. Contextual or programmatic display

  • Content purchased and distributed via technology platforms

  • Works similarly to programmatic buying on the Web

Advantages of digital signage

Localized targeting

  • Possibility of broadcasting a different message according to city or zone

Dynamic content

  • More engaging than static displays

Time programming

  • Messages adapted to time of day or time of year

Performance measurement

  • Can be integrated with traffic sensors or mobile data

Connectivity

  • Can interact with smartphones or integrate digital calls to action

Digital signage in Quebec

In Quebec, several local and national companies offer digital signage networks accessible to advertisers:

These networks cover thousands of distribution points, whether in urban areas, shopping malls or near major roads.

How does a digital signage campaign work?

  1. Choice of lens

    • Increase brand awareness

    • Promote an event or a promotion

    • Generate foot and online traffic

  2. Location selection

    • Depending on target audience (neighborhoods, shopping malls, busy roads)

  3. Visual design

    • Video or image format

    • Short, punchy messages tailored to the fast-viewing environment

  4. Broadcast and schedule

    • Determine frequency, duration and broadcasting times

  5. Post-campaign analysis

    • Based on available data: frequency of display, estimated audience, interactions if interactive

The role of Media Planning

Planning Média helps companies develop and deploy customized digital signage campaigns. Our role is to :

  • Recommend the most appropriate locations for your objectives

  • Produce professional, effective visuals

  • Manage distribution from A to Z with suppliers

  • Integrate digital signage into a global media strategy (Web + field)

  • Rigorous monitoring of performance and impact

Thanks to our knowledge of the Quebec market, we help SMEs, retailers, franchises and major brands take advantage of a powerful, accessible and measurable medium.

Current trends

  • DOOH programmatic display: automated purchase of digital advertising space in real time

  • Interactive displays: touch-sensitive kiosks and display cases, gesture recognition

  • Geolocalized content: messages adapted to the billboard's precise location

  • Web + field synchronization: same message broadcast simultaneously on social networks and in the street

Best practices

  • Focus on simplicity: a clear message, readable in 5 seconds or less

  • Use strong contrasts for better visibility

  • Adapt the message to the time of day

  • Take advantage of context (e.g. weather, traffic, local events)

  • Add a digital incentive (e.g. QR code, shortened URL)

Conclusion

Digital signage is modernizing outdoor advertising. More agile, more visible and more interactive, it fits perfectly into today's marketing strategies. Whether to build brand awareness, promote an event or generate traffic, this medium is a powerful communications lever.

With Planning Média, you benefit from a turnkey approach, focused on your objectives and adapted to the habits of Quebec consumers. We ensure an effective, visible and memorable brand presence - right where your customers are.