The displayed information and the operation of displays are remotely controlled from a central control station. Each display is capable of displaying its own playlist compiled in accordance with an applicable individual media plan. Thereby the principle "any information, in any location, at the right time, on any screen" is implemented in everyday practice.
The key advantage of the digital signage technology is its exclusive versatility and flexibility, which allows to display a vast variety of information, both in a consecutive content display mode and in a multi-window mode, when every viewer can find information, which is particularly interesting exactly for them.
Current key digital signage trend is the use of targeted content on each of the displays, customized for a particular audience. Special sensors installed near each of the displays identify prevailing gender and age of the audience, and the content playlist is then dynamically adjusted depending on the profile of one or many viewers.