The demand for digital signage continues to grow. How do we know? The stats speak for themselves. A full 76 percent of shoppers report entering a store because the digital signs are appealing. Further, 68 percent of shoppers say they have bought something because they saw it on a digital sign. And 80 percent of brands using digital signs report a growth in sales of at least 33 percent. These statistics indicate how valuable digital signs are in marketing and advertising. As more businesses add the digital signage Apple TV offers or other types, new trends emerge. Let’s have a look at some of them.
AI Content
AI is a game changer for many industries. Brands around the world are finding that artificial intelligence is a useful tool for creating dynamic content for their digital signs. Not only that, but is also emerging as a way to predict shopper behavior and change content based on perceived mood and emotions. This could be useful in hospitality, healthcare, advertising and retail. AI saves time on creating content and makes it relevant so it positively contributes to the statistics discussed above.
Enhanced Retail Experience
Burberry is one example of a big name brand that is making an impact on the customer experience by using digital signs. In some stores, they use video wall digital displays that also act as mirrors. Shoppers can get a virtual idea of what the item they are trying on will look like. Other brands use digital signs to showcase special sales or promotions. The digital retail experience is also a great way to bridge the gap between shoppers used to brick and mortar stores and those who primarily shop online.
Interactive Solutions
In the wake of the pandemic, many shoppers are more cautious about being out in public. For that reason, touchless solutions continue to become more prevalent. As the technology that goes with digital signage continues to thrive, trends include face recognition and gesture and voice recognition. Many signs are also gaining the capability to work with apps, so shoppers can use their own device. Gaming is another trend. These interactive aspects are especially appealing in entertainment, retail, and recreation related industries.
Sustainability and Eco-Consciousness
The world continues to notice environmental and climate concerns. With that in mind, more people are aligning their purchases with brands that match their values. That means digital signage that is energy efficient and sustainable. Solar powered displays are one trend that is coming. Creating the signs from eco-friendly materials is another trend. This type of signage is particularly valuable for brands that already engage in sustainability or recycling measures.
5G and Edge Computing
Connecting to 5G and using edge computing is one way to make digital signage faster and more efficient. It also works well to optimize the response for your digital signs. Real time management, combined with low latency content updates one emerging trend that goes with. Others are local content delivery, using decentralized edge computing, and enhanced virtual reality and augmented reality features that are powered by 5G.
Specialized Advertising
Programmatic advertising, as well as digital-out-of-home (DOOH) advertising is a method that is using digital signage more and more. Its main goal is to create and deliver personalized content that is super relevant to specific audiences. Ad bidding in real time, as well as specialized ad placement are two of the top trends in this area. Using AI to enhance campaigns is another trend. Using audience data to rotate advertisements is another cool trend that we’ll probably see more of in the months and years to come.
Integration with Smart Systems
More parts of life are becoming “smart,” including appliances, vehicles, and electronic devices. With that in mind, digital signage is evolving so it can be integrated with these smart systems, including the Internet of Things (IoT). Using digital signs for traffic management and public information is a trend that is already being seen in many cities. Other emerging trends include location based marketing and advertising using specific data, such as weather or traffic. This is especially useful for city infrastructure and allows for adding digital displays in public places.
Advanced Displays
Advanced advertising just goes with advanced digital displays. Some examples include 8k, OLED, and micro-LED. This creates a precise and sharp picture that enhances the visual appeal of digital displays. Trends that are emerging in response include eco-friendly and energy efficient panels for display, immersive experiences, using AR and VR, and flexible and transparent screens that are super versatile.
Cloud-Based Systems
Storing data in the cloud reduces infrastructure costs and makes it easier to scale digital content. This is a major trend in digital signage that is benefiting industries of many types, in many places. Trends that are expected to emerge along with it are subscription based software services, remote content management for businesses with more than one location, and merging AI with analytics and cloud platforms for more efficiency.
Using with Omnichannel Marketing
Omnichannel marketing refers to campaigns that are launched online and offline. This is quickly becoming a key factor in digital signage. It allows for the connection with a broader target audience and bridges the offline shopping experience with the online one. As a result, some emerging trends to be on the watch for are QR codes that allow shoppers to access digital and brick and mortar experiences, and personalized messaging, created based on past behavior and browsing history. Another trend is analytics platforms that unifies the customer experience across several platforms.
Summary
There are so many opportunities available to brands when they use digital signage. Advancements in technology, such as advanced display technology, artificial intelligence, IoT, and data analytics are just some of them. Investors who are invested in green technology, specialized advertising and any of the other emerging trends are finding a diverse set of applications across several channels and platforms. Staying ahead of these trends allows brands to get on board with them and make them work as well as possible.
