Advertising using digital signage is a dynamic form of out-of-home advertising in which content and messages are displayed on digital signs with a common goal of delivering targeted messages to specific locations at specific times.
The benefits of digital signage over static signs, in situations where changing signs are preferred over static signs, are that the content can be exchanged more easily, animations can be shown, and the signs can adapt to the context and audience, even interactively.

Normal advertising boards are not very flexible in terms of updating and altering content but with the use of Digital Signage, this is not a problem anymore and the advertising content can be regularly altered. We can see how in some locations the LCD's are used to show their product for sale, not only is it more catching but it can change frequently as well. The same goes for the retail stores, the LCD depicting the varying dresses available are akin to real time display.