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What Is Next For Digital Signage

by SUMMIT on December 2nd, 2014

What Is Next For Digital Signage

Think of how Times Square and Las Vegas have become symbols for big, bright, LED screens, digital displays, and neon lights – almost iconic. Sure, the digital signage hotspots have attained global renown but that’s not all. While digital signage has its origins in the retail industry, it has quickly moved into corporate spaces, small business offices, educational institutions, healthcare, and more. For instance, MIT has installed digital signage within its campus to promote student events, relay live data like weather updates and bus shuttle times. As such, digital signage is growing at a rapid pace. According to some estimates, nearly 20 million digital signs are coming up by 2015. And, that’s like opening an all-new world of brand interaction and out-of-home advertising is poised to soar like never before.

Interaction is Key

Today digital displays are more than what meets the eye. Literally. They have to attract, engage and interact with the consumers or else they will fade into the oblivion. Here are some very interesting examples of how brands have played around with this concept. American Eagle’s 15-Seconds-of Fame campaign allowed people get their pictures taken wearing the brand’s apparel and those pictures were displayed on the jumbo screens of Times Square. How cool is that! Disney and Forever21 followed the same route to make people feel closer to their brands. A pet food brand, GranataPet, developed a billboard with a twist. It featured a hanging dog bowl which dispensed dog food when dog owners scanned it on their mobile phones.

Brands like Coca-Cola have long been using digital signage as part of their innovative marketing campaigns. Coke is famous for its interactive campaigns which include the Happiness Machine, the Dance Machine, the Singing Vending Machine … and so many more. Here’s a glimpse at one of their campaigns, the Hug Machine, to give you a taste of their amazing creativity. Even better? From a marketing and rich media standpoint? These campaigns are as entertaining to watch online as they are to participate with and engage with in the real world. Talk about a win for a brand.

What these brands are trying to do is take customer interaction to a whole new level using digital signage and yes, they are getting noticed for sure. Moreover, using technologies like QR codes and visual recognition technology (uber retailer Amazon utilizes this on its new Fire phone and it’s called “Firefly”), brands will be able to interact, engage, and take meaningful action with signs anywhere and everywhere they exist.

Facial recognition – target marketing is on the rise

One-on-one targeting of consumers is catching steam in the realm of marketing and the digital signage industry is not far behind. While marketers are trying to find new ways to provide customized messages and track customer behavior, this technology is ushering a new age of target marketing, knowing your face! Bringing the science of facial recognition to the field of marketing, digital signage is taking the game quite a few notches higher. MyAudience is an audience measurement tool that can be used in conjunction with digital displays to measure age, gender, customer emotions, time spent etc. This gives brands a specific view of things they need to know for applying effective marketing strategies.

Data visualization – enhancing performance

Companies dealing with manufacturing, supply chain and logistics can experience a big difference in their bottom line using data visualization. Digital signage is helping companies pull performance data from multiple sources, sorting them and displaying them in control rooms and work spaces where the staff can view these. FedEx, for one, is known for using screens on the shipping/process floor at plants for displaying the performance graph of its workers.

While digital signage is facing a stiff competition from the all-invasive mobile technology, it will gradually integrate the power of mobile to promote higher levels of engagement and interaction among the audience – the future of digital signage is bending in that direction.

photo credit: the waving cat via photopin cc

From → Technology

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