The role of Digital Signage in marketing communications keeps growing

The sphere of Digital Signage is gaining increasing importance in marketing communications and marketing mix, as the recent survey Out-of-home Video Advertising Bureau Europe (OVAB) shows. Point of Sale, which we know from the actual concepts of trading venues, has been dynamically growing into a Point of Information. Information is simply everywhere.

Many fairs and exhibitions in the up to date information age rather diminishes, but recently finished fair of system integrators and audio-visual techniques ISE 2015 (Integrated Systems Europe) in Amsterdam has shown that it belongs to those, who remained unaffected by the trend. The reason for this may truly be the exposition of Digital Signage, which occupied the second largest area of ​​the fair.

The trends in the Digital Signage sphere for 2015 can be summarized in a few key words: integration, solution, reduction of inputs and standards. Let’s look at these concepts a bit more in detail.

It can be assumed that taking care of Digital Signage will increasingly move from the IT department to the marketing one as an adequate (elemental) part of the marketing communication mix. This trend emphasizes the complexity and simplicity of software for operating the Digital Signage.

The integration into the marketing mix is ​​not the only integration. Suppliers of the solution face the need to connect the digital communication with the existing systems and to use the information of the existing databases. The success of communication tools through Digital Signage can be demonstrated by the fact that 95 % of Digital Signage networks (including those in retail chains) expanded in 2014. (This number is valid for Western Europe. In our region, these data are not available).

Particular solutions can be found in almost every sphere of ​​the in-store communication. However, centralized systems working with different types of display panels become more and more popular. Centralization does not manifest only by the displays, but also by the emotional Digital Signage. The aim is to involve all the senses of a man at the point of sale.

Another of the interesting spheres are also solutions that connect conventional LCD and LED displays with less energy-consuming elements such as the E-Ink display. In retail this trend representing ESL (Electronic Shelf Labels) or newly displays for mandatory display of information about the food composition.

Completely in line with the growth of the Digital Signage communication potential the prices of inputs decrease, especially the prices of hardware. High bright and light LED panels, whose resolution is already as advanced as of LCD displays, are easy to be hung in a window. Thus today they become the standard of a number of retail stores. They are complemented by LCD with a resolution of 4K or 3D display without the need of using the 3D glasses.

Finally, it will be interesting to follow the process how the implementation of the standards in Digital Signage communication will be successful. The aim of standardization should be to harmonize methodologies for measuring the impact of content formats, analytical tools and parameters of technical devices. The pressure on standardization is mainly based on the needs of marketing departments to evaluate and compare the effectiveness of campaigns.

Digital Signage is no longer the technology of tomorrow and we don’t even have to go beyond the borders of the country for hilarious solutions. The challenge for retail will be the use of the up to date information and the formation of smart interactive Digital Signage networks that will personalize communications to every single customer.

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