Those of us of a certain age will remember the humble days when digital signage meant installing a CRT television and a VHS player in-store and playing the same infomercial on repeat and when only the biggest brands were able to afford such extravagances as actual moving billboard displays.
The 21st century, however, has brought with it more flexible and affordable digital signage, so even small businesses can enjoy the benefits of LED signage solutions.
We’re now a full month into the first year of the roaring twenties and if there’s one thing the beginning of a new decade calls for it’s an examination into where the digital signage industry might be heading in not only the next 11 months, but the next 11 years.
Internal communications
Whereas most businesses traditionally utilised digital signage primarily for advertising purposes, we predict that in 2020, more organisations will begin to see the benefits of using LED displays to communicate information internally.
By using several digital screens in a shared space that are sharing information, workers will be much more productive, as they won’t need to be constantly checking their phones or their handsets for information. This is particularly relevant in sectors such as the construction industry, where health and safety signs can not only increase productivity but potentially save lives.
Analytics
Digital signage has been a proven platform for advertisers now for decades, but one thing we’ve always lacked is a means of accurately measuring who is actually watching our screens.
There are two potential answers here – facial recognition and analysing traffic. The former is more accurate, as it registers who has made eye-contact with the screen, but it is also seen in many corners as an invasion of privacy. The latter, meanwhile, means simply measuring how many people stop to watch the screen, which is a less expensive and invasive option.
Either way, with more data, it will be easier to personalise what consumers see and research has revealed that 41% of UK customers would be more likely to buy from a brand again if they received personalised offers.
Mobile interactions
Our smartphones have become almost an extension of our beings in recent years, so it’s only natural that we’d look to explore ways to control and interact with our digital signage from our phones. Until now, that’s largely been through the use of humble QR codes, but in 2020, we foresee the rise of screen takeovers, where digital screens can be updated on the fly using mobile apps. This could be utilised on everything from internal communications signage to digital LED window displays.
Brand design
Digital signage is significantly more commonplace in 2020 than it was 10 years ago. As this mainstreaming of the technology has advanced, the expectation has done likewise for the kind of content shown on these screens. It’s expected now that the content fits with the brand in terms of style and feel. If the digital signage content is not ‘on-brand’ then it can feel noticeably ‘off’. So, this year, we predict the rise of brand guidelines when it comes to digital signage, which is thankfully easier to achieve with today’s modern LED screens and digital information screens.
Public content
Finally, in 2020, we predict that advances in reflective LCD tech mean that there will be more large outdoor displays finding their way to large public spaces. In Kenya last year, for example, an outdoor screen was able to stop traffic whilst people gathered to watch in unison as Eliud Kipchoge’s broke the 2-hour marathon barrier. This kind of shared experience is possible now that large outdoor LED screens are more affordable and we can’t wait to see what the rest of the world does with the technology in the decade ahead.
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