Digital signage is also referred to as Narrowcasting, Narrowcast Networks, Dynamic Digital Signage (DDS), Digital Menus, Electronic Digital Signage (EDS), Electronic Merchandising Solutions (EMS), Screen Media, Place Based Media, Digital Merchandising, Digital Media Networks, Captive Audience Networks (CAN), Out-of-home advertising, and Slivercasting. But after a few years, only two terms seem to have stepped up to the plate to describe the industry: "digital out-of-home" and "digital signage". Some still insist on using the other terms, but popular search engines do not return many results on them.

These are electronic displays are installed in public spaces and typically used to entertain, inform or advertise (together known as "adfotainment"). The major benefits of digital signs over traditional static signs are that the content can be exchanged without effort, animations can be shown, and the signs can adapt to the context and audience, and even become interactive.

Narrowcasting networks are a new type of digital media designed to reach targeted portions of the public. They employ selective broadcasts of media-rich content to a variety of types of "receivers". These receivers are typically some form of television, computer monitor, or flat screen display such as plasma display panels (PDPs) or liquid crystal displays (LCDs) with a multimedia player attached. They emulate the appearance of signs, billboards, and kiosks, located in prime locations for exposure to your desired demographics. These players can then be selectively updated with scheduled, rapidly produced, and rapidly adapted programming.

Narrowcasting networks may display targeted messaging to bus terminals, retail outlets, sports arenas, theaters, outdoor billboards, office buildings, and other public venues. More narrowcast networks are springing up around the world as the cost of deployment decreases, and the ease of maintenance increases. Similar to private television channels run by companies, organizations, and advertisers without having to have a complete television studio. For example, a growing number of companies are finding it viable to install small pilot programs where they push rapidly produced content, such as news, weather, and stock quotes, mixing in advertising.

As the pilots prove successful in driving consumer behavior, the network can be expanded from dozens of screens, to hundreds or thousands, located throughout a country or region. Such out-of-home media networks are sometimes also referred to as location-based media, or location-based advertising, because they appeal to the target audience at or close to the point of purchase, such as shopping malls, retail chains, or franchise operations.

While screens are the most visible component of digital signage, the critical part of any network is the software that powers it. One of the obstacles to faster growth has been the lack of software platforms that could accommodate the necessary functionality without being cost-prohibitive to network owners. Impact Media has designed and developed its own media players and software tools, and remains focused on keeping up with the latest market trends and developments in technology.