Digital signage is much more than a monitor placed in a shopping mall. Digital signage is a type of system that allows you to present content tailored for your Customers on Storefront, Video Walls, or  Interactive screen for mall located in desired locations. The content in Digital Signage installations, whether self-promotional or advertising, is intended to draw consumers’ attention so that they get interested in the offered product/brand, purchase the goods, or return to the store a second time and make a purchase at another time.

Today, Digital Signage systems can be found practically everywhere — in shopping malls, branded shopping networks, restaurants, means of transport (trains and buses), hotels, and offices — where they are suitably adapted to the people visiting given places.




In October 2018, at the Galeria Jurajska in Częstochowa, IMS R&D implemented a pioneering transparent LED screen suspended on a panoramic elevator. The screen has dimensions of 5 m × 3 m and is hung at a height of 2.4 m (its bottom edge) from the floor. The screen has high-resolution LEDs and a high brightness of rivets. The screen shines brightly toward the rotunda where the lift is located. The panoramic lift passengers can see the screen as a shutter. They cannot even see if the screen is illuminated or not. The screen installation method is also innovative. It is suspended on electric winches that make it possible to raise or lower the screen. During the events, the screen rolls down and provides the backdrop for the scenery for the stage built in front of the panoramic lift.


Impressive 13.5 m high LED screen — one of the highest internal media in Poland. The display with dimensions of 13.5 × 3 m gives unprecedented possibilities of presenting advertising and self-promotional content. The screen makes use of the specific construction of Blue City, which in its “heart” has a rotunda with a lift and a system of escalators. The content presented on the screen is clearly visible from each of the five levels of the shopping mall. The content placed on such a non-standard medium requires a special, dedicated design, but the end result is truly worth of “WOW!” The shape of the display is perfectly suited for presenting a human figure.


The presented LED display is an example of an unfettered approach to digital signage. The shape of the medium does not have to be regular. What it has to do is attract and keep viewers’ attention. It can be achieved with a medium of entirely non-standard shape. In the case of the implementation at a branch of Santander Bank in Warsaw, the shape of LED panels is unusual, which makes its reception equally exceptional. When preparing the material for display on such a medium, particular attention should be paid to whether important elements of the message will be well exposed. Given that this is a very unusual way of displaying the content, the message will be received by viewers much more carefully.


Clearly, the Digital Signage system consists of large-format screens. They can be made in various sizes and by various technologies, such as LCD, AMOLED, and e-ink. However, regardless of the technology used and the size of the screen, they all have a common feature, that is displayed content — planned and published by the central content management system.

The screens belonging to the Digital Signage system (Digital Storefronts, Video Walls, Interactive Screen for Mall etc.) differ to a large extent from ordinary monitors. First of all, they are adapted to continuous operation, they can have very high brightness, and their management is carried out remotely from a distance.

Content management is another element of digital signage. The Digital Signage content management system is a software that allows to plan and deliver content to monitors. This software allows one to plan the order, time, and number of repetitions of the content in such a way that, for example, it is properly selected for the time of day and also has many other advanced functions that allow one to properly select and send content.

The device management system is the next piece of the puzzle called digital signage. By controlling devices remotely it is possible, for example, to reduce the risk of their damage. It also allows for a quick response in the event of failure or damage.

The system of content creation also belongs to the digital signage system. In this software, it is possible to design appropriate content, use existing graphics and multimedia, distribute content on the surface of one screen, or create a composition consisting of multiple monitors.

The last component of digital signage is the analyzing and reporting system. It shows information about what content and in what quantities are presented on the monitors. The software also counts interactions, and this data can be used for analyzing campaigns.


The content displayed by the digital signage system is never accidental. In the same way as various types of advertising campaigns are planned, the content presented on the screens as part of the digital signage system also has to be planned. Marketing carried out in this way is perfectly suited for large-scale companies, and the marketing campaign can be made as a whole by synchronizing the pieces of content appearing in different locations.

The content emitted through digital signage is created on the basis of the following:

  • Materials provided by the partner and advertisers,
  • Special neutral content developed by IMS,
  • Own software for managing the digital signage system
  • IMS video studio production,
    2D and 3D animations, spots, films, posters, sounding, dubbing


Four out of 10 Customers confirm that the sense of “communication directed personally to me” prompts them to buy

Elevating the Customer Experience / Walnut Unlimited - January 2019

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Head of Business Development Department