Glossary & Terminology

CMS stands for Content Management System. In digital signage, a CMS is the software platform that allows you to create, organize, schedule, and distribute content to your displays. It's the 'brain' of your signage network where you upload media, design layouts, schedule when content plays, manage multiple screens, and monitor system health. CMS can be cloud-based (SaaS, accessed via web browser) or on-premise (installed on your own servers). Popular digital signage CMS platforms include Scala, ScreenCloud, Signagelive, Rise Vision, and many others. The CMS communicates with media players at each display location to push content updates and receive status information.

A media player is the hardware device that connects to your display and outputs the content. It receives content from the CMS, stores it locally, and plays it according to the schedule. Media players range from simple (USB playback only) to sophisticated (4K video, interactive touch, multiple outputs). Types include: Dedicated players (BrightSign, Chromebox), commercial Android devices, mini PCs (Windows/Linux), Raspberry Pi, and displays with built-in System-on-Chip (SoC) players. The media player connects to the display via HDMI or DisplayPort, and to the network via Ethernet or WiFi to receive content from the CMS. Choosing the right player depends on content complexity, reliability needs, and budget.

SoC stands for System-on-Chip. In digital signage, a SoC display has a built-in media player integrated into the display itself, eliminating the need for a separate external player. The chip contains the processor, memory, storage, and connectivity needed to receive and play content directly. Benefits include: lower total cost, simpler installation, fewer components, reduced points of failure. Popular SoC platforms include Samsung Tizen, LG webOS, and Philips Android. Limitations: SoC players typically have less processing power than dedicated external players, may not support complex interactive content, and the player's lifespan is tied to the display. SoC is ideal for simple to moderate content playback applications.

Nits are the unit of measurement for display brightness, technically measuring luminance in candelas per square meter (cd/m²). One nit equals one candela per square meter. Higher nit values mean brighter displays. Brightness requirements by environment: Standard indoor (350-500 nits), bright indoor (700-1,000 nits), semi-outdoor (1,500-2,500 nits), direct sunlight (2,500-5,000+ nits). For reference, a typical laptop screen is 200-300 nits, a smartphone about 500-1,000 nits, and an outdoor LED billboard can exceed 6,000 nits. When selecting displays, match nit rating to your installation environment to ensure content remains visible.

Pixel pitch is the distance in millimeters between the centers of adjacent pixels on an LED display. It determines the display's resolution and optimal viewing distance. Smaller pixel pitch = higher resolution = sharper image at close viewing distances, but higher cost. Larger pixel pitch = lower resolution = suitable for viewing from farther away, more affordable. Common pixel pitches: 1.2-2.5mm for indoor close viewing, 3-4mm for medium distances, 6-10mm for longer distances, 10-16mm+ for outdoor billboards. Rule of thumb: minimum viewing distance in feet ≈ pixel pitch in mm × 10 (a 4mm pitch display should be viewed from at least 40 feet). Pixel pitch applies to LED displays; LCD displays use resolution specifications instead.

DOOH stands for Digital Out-of-Home, referring to digital advertising displays in public spaces. This includes digital billboards, transit advertising (bus shelters, subway stations), retail screens, and any digital screen displaying advertising content outside the home. DOOH is distinct from traditional OOH (Out-of-Home), which uses static printed signage. Benefits of DOOH over traditional OOH include dynamic content capability, dayparting, quick campaign changes, and programmatic buying (pDOOH). The DOOH industry includes media owners (companies that own the screens), advertisers (brands buying ad space), and technology providers (CMS, ad servers, measurement). DOOH is one of the fastest-growing segments of advertising.

Dayparting is the practice of scheduling different content for different times of day. The 'day' is divided into 'parts,' each with its own content schedule. Examples: A restaurant shows breakfast menu 6-11am, lunch menu 11am-4pm, and dinner menu 4-10pm. A retail store shows commuter promotions in the morning and family content in the afternoon. An office building shows news in the morning and wellness content in the afternoon. Dayparting increases content relevance by matching messaging to the likely audience at each time. Most CMS platforms support dayparting through scheduling features. Advanced dayparting can also vary by day of week (weekday vs weekend content).

Proof of play (PoP) is documentation verifying that specific content played on specific screens at specific times. It's a record proving ads or content actually displayed as scheduled. Proof of play is essential for: Advertising accountability (proving to advertisers their content ran), regulatory compliance (demonstrating required notices were displayed), internal tracking (verifying content strategy execution). PoP typically includes: content identifier, display/player ID, date and time played, duration. Advanced PoP may include screenshots of actual playback. Most professional CMS platforms generate proof of play reports automatically. For DOOH advertising, proof of play is a standard requirement for billing and campaign verification.

VESA stands for Video Electronics Standards Association, an organization that creates standards for the display industry. In digital signage context, 'VESA' most commonly refers to the VESA mounting standard (officially called FDMI - Flat Display Mounting Interface). This standard specifies the hole pattern on the back of displays for attaching mounts. VESA patterns are described as width × height in millimeters: 75×75mm, 100×100mm, 200×200mm, 400×400mm, 600×400mm, etc. When buying a mount, you need to match the mount's supported VESA pattern(s) to your display's VESA pattern. Commercial displays almost always have VESA mounting; some consumer TVs may not. VESA also creates standards for DisplayPort, HDR, and other display technologies.

The bezel is the frame or border around a display screen - the non-display area between the active screen and the edge of the display unit. Bezel width matters most for video walls, where bezels of adjacent displays create visible lines (seams) in the combined image. Bezel measurements are usually given as bezel-to-bezel (B2B), which is the total gap between active screens when two displays are placed side by side. Classifications: Ultra-narrow bezels: under 2mm B2B. Narrow bezels: 2-5mm B2B. Standard bezels: 5-15mm B2B. For video walls displaying unified images or video, narrower bezels create more seamless experiences but cost more. LED video walls have zero bezel, as pixels continue right to the edge of each module.

IP stands for Ingress Protection, a rating system that indicates how well an enclosure protects against solid particles (like dust) and liquids (like water). The format is IP followed by two digits: First digit (0-6): Protection against solids. 5 = dust protected, 6 = dust tight (no ingress). Second digit (0-9): Protection against liquids. 4 = splash resistant, 5 = water jets, 6 = powerful jets, 7 = immersion to 1m, 8 = continuous immersion. Common signage ratings: IP54 (indoor, some splash protection), IP65 (outdoor, dust tight, water jets), IP66 (outdoor, high-pressure water). For outdoor digital signage, IP65 is typically the minimum recommended. NEMA ratings serve a similar purpose in North America (NEMA 4 is roughly equivalent to IP66).

SaaS stands for Software as a Service, a software delivery model where the application is hosted in the cloud and accessed via the internet (typically through a web browser). In digital signage, SaaS refers to cloud-based CMS platforms where you pay a subscription fee (usually monthly or annually per screen) rather than purchasing software to install on your own servers. Benefits of SaaS digital signage: Lower upfront cost, automatic updates, access from anywhere, no server maintenance, scalability. Considerations: Ongoing subscription cost, requires internet connectivity, data stored on vendor servers. Most modern digital signage CMS platforms are SaaS-based. The alternative is on-premise software installed on your own servers.

This terminology is often confusing: LCD (Liquid Crystal Display) - Uses liquid crystals with a backlight to create images. Most 'LED TVs' are actually LCD panels with LED backlighting (LED-backlit LCD). These are the standard displays used for most indoor digital signage. Direct-view LED - Individual LED modules that emit their own light, creating the image directly without liquid crystals or backlight. Used for large outdoor billboards, video walls, and increasingly for indoor fine-pitch applications. Key differences: LCD: Available in standard sizes (32-98"), 300-700 nits typical, lower cost, bezels visible in video walls. Direct-view LED: Scalable to any size, very bright (1,500-6,000+ nits), seamless (no bezels), higher cost, resolution based on pixel pitch. When someone says 'LED display,' clarify whether they mean LED-backlit LCD or direct-view LED - they're very different technologies.

4K and UHD both refer to high-resolution displays with approximately 4,000 horizontal pixels: 4K (Cinema 4K): 4096 × 2160 pixels - used in professional cinema. UHD (Ultra High Definition): 3840 × 2160 pixels - used in consumer and commercial displays. In digital signage, '4K' and 'UHD' are often used interchangeably to mean 3840 × 2160 resolution, which is exactly 4× the pixels of Full HD (1920 × 1080). Benefits of 4K/UHD for signage: sharper text and images, better for close viewing, supports detailed content and multi-zone layouts. When creating content for 4K displays, design at 3840 × 2160 pixels. Note that 4K is only beneficial if viewers are close enough to perceive the extra detail; at distance, Full HD may be sufficient.

HDMI and DisplayPort are the two most common video connections for digital signage: HDMI (High-Definition Multimedia Interface) - Most universal, found on all displays, supports 4K@60Hz with HDMI 2.0+, carries audio, consumer-focused origins. DisplayPort - Higher bandwidth capability, supports daisy-chaining (connecting multiple displays from one output), designed for computer/commercial applications. For digital signage: Both work well for most applications. Use HDMI for simple, universal compatibility. Use DisplayPort when daisy-chaining displays or needing maximum bandwidth (8K, high refresh rate). Video walls often prefer DisplayPort for daisy-chaining capability. Check both your media player outputs and display inputs when planning. Adapters between HDMI and DisplayPort exist but verify directional compatibility (active vs passive adapters).

ESL stands for Electronic Shelf Labels - small digital displays that replace traditional paper price tags on retail shelves. ESLs typically use e-paper (e-ink) technology for low power consumption and excellent visibility. They connect wirelessly to a central management system that can update prices across thousands of labels in seconds. Benefits include: instant price changes, elimination of pricing errors, labor cost savings, dynamic pricing capability, and promotional flexibility. ESLs are not the same as traditional digital signage screens; they're specialized for price/product information at shelf edge. Major ESL providers include Pricer, SES-imagotag, and Hanshow. ESLs are increasingly common in grocery, electronics, and general retail.

ROI (Return on Investment) measures the financial benefit of digital signage relative to its cost. Basic formula: ROI = ((Benefits - Costs) / Costs) × 100, expressed as a percentage. Benefits to include: Sales increases from promotions, cost savings from eliminated print materials, labor savings from automated updates, advertising revenue (if applicable), reduced perceived wait time (reduced abandonment), improved customer satisfaction (repeat business). Costs to include: Hardware (displays, players, mounts), software (CMS subscription), installation, content creation, training, maintenance, ongoing operations. Example: If total 3-year costs are $10,000 and measured benefits are $15,000, ROI = ((15,000 - 10,000) / 10,000) × 100 = 50%. Most businesses expect 12-18 month payback on digital signage investments. Track metrics before and after deployment to calculate actual ROI.

QSR stands for Quick Service Restaurant - the industry term for fast food and fast casual restaurants. QSRs include chains like McDonald's, Subway, Starbucks, Chipotle, and similar establishments focused on speed of service. Digital signage is particularly prevalent in QSR environments, including: Digital menu boards (indoor and drive-thru), self-service ordering kiosks, kitchen display systems (KDS), promotional displays, and order-ready screens. QSR signage often requires integration with POS (Point of Sale) systems for menu management and real-time pricing. The QSR industry was an early adopter of digital signage and continues to be one of the largest market segments. Related terms: Fast casual, DMB (digital menu board), drive-thru displays.

Dwell time refers to how long a viewer remains in front of or engaged with a digital sign. It can mean: Viewer dwell time - How long a person looks at or stays near a display. Measured via anonymous video analytics, sensors, or estimated from traffic patterns. Content dwell time - How long a single piece of content displays before transitioning to the next item in a playlist. Importance: Understanding viewer dwell time helps design appropriate content length. If average dwell time is 5 seconds, content with 30-second messages won't be fully seen. Optimizing content duration to match dwell time improves message completion and effectiveness. In analytics, dwell time is a key engagement metric - longer dwell time typically indicates more engaging content. Interactive displays may show significantly longer dwell times than passive displays.

A playlist in digital signage is an ordered sequence of content items that play in succession. Think of it like a music playlist, but for visual content. A playlist might contain: images, videos, web pages, data widgets (weather, social feeds), and other content types. Playlist features typically include: Setting duration for each item, scheduling when the playlist plays (dayparting), looping continuously, transitioning between items (fade, cut, etc.), targeting specific displays or groups. Multiple playlists can be scheduled for different times or purposes. Playlists are created and managed in your CMS. Related terms: Content loop, schedule, channel. Most CMS platforms organize content into playlists that are then assigned to players or display groups.

Aspect ratio is the proportional relationship between a display's width and height, expressed as two numbers (width:height). Common aspect ratios: 16:9 - Standard widescreen, most common for displays (1920×1080, 3840×2160). 9:16 - Portrait orientation (vertical), same display rotated 90 degrees. 4:3 - Older 'standard' ratio, less common today. 32:9 - Ultra-wide/stretch displays. 21:9 - Ultra-wide cinema format. Why it matters: Content should be created to match your display's aspect ratio to avoid stretching, letterboxing (black bars), or cropping. Portrait displays need 9:16 content; showing 16:9 content on portrait displays wastes screen space. When designing content, confirm your target aspect ratio and create at matching dimensions.