Global Digital Signage Market is valued at USD 19.57 Billion in 2018 and expected to reach USD 32.46 Billion by 2025 with the CAGR of 7.5% over the forecast period.
Digital signage is a part of electrical signage. It uses digital displays for technologies such as LCD, LED, projection and e-paper to display digital images, video, web pages, weather data, restaurant menus, or text. It can be initiated in public spaces, transportation systems, museums, stadiums, retail stores, hotels, restaurants and corporate buildings etc., to offer finding, exhibitions, marketing and outdoor advertising.
Increasing number of developments in the field of retail, transportation, public infrastructure and rising demand for advanced products that require digitized information management are driving the global digital signage market. ?According to the, Retail data in 2018 research, North American retailers made USD 22,430, while those in the UK had monthly revenue of USD 19,223 per store.
Digital Signage Trends 2020–
The Accession of Artificial Intelligence –
AI is growing in presence in digital marketing overall, so it’s not just a humble world of digital signage that is facing it. However, when looking at it in digital signage in particular, we can see that AI helps displays to identify the ideal time when a specific type of content should be displayed for optimal impact. An excellent example is the use of facial detection to display content directed at a specific audience when in front of it. Additional?features of AI are improving to allow display adaptation?based on spontaneous factors, such as a change in weather, number of people, or unique user input. AI also brings more possibilities for interaction as the content adjusts itself by understanding the individual facing it.
An easy way to grasp the potential impact of AI in digital signage is by looking at?digital marketing?as a whole. One of the reasons businesses adopt AI in any context is to gain a competitive edge. Given its power in digital signage, that reason is very valid in this world as well. With that rising AI implementation in digital signage, its abilities will rise, making it clear this will become one of the longer-lasting digital signage trends.
Further Rise of Interactivity –
It is unlikely the ceiling for interactivity will be met any time soon as there is constantly room for more. Much like personalization and better customer experience, interactivity continues to be one of the main goals most digital signage trends strive to achieve.
As it seen, AI can provide more opportunities for interaction, giving each individual unique content they will likely interact with. That aspect aside, the visual design, placement of displays, their size, and, of course, content, all aim to get the viewer to act in some way. Certain interactions between a consumer and the display are becoming commonplace, such as browsing products, ordering out-of-stock items, requesting more information via the display or just being entertained. As audiences grow accustomed to these, new objectives from interaction will likely arise.
Clarity and Accuracy of Data –
With tools such as AI and various means of data collection at their disposal, businesses can gather heaps of information. Though, the gathering part has never been the problem. It is the understanding, analysing, and reacting to it that defines good strategy. We’ve already stated that a business ignoring analytics is a blind one. And while it’s certain many businesses use analytics well, the ease of analysing data requires structure and qualified personnel.
Using AI, for instance, it’ll know what most consumers respond to. Using polls and feedback forms are all solid old-school methods for learning about what makes your customers tick. But with tools like AI, the system analyses and adapts content accordingly, then tracks how users respond. This increases the amount of useful, clearer data. And with that, you can get a better picture of what is needed to boost the customer experience. This is certainly one of the highly-anticipated and useful digital signage trends for many businesses.
A Range of Display Sizes –
2019 has demonstrated what video walls are capable of. The digital signage world is now familiar with every size of display there is, so now it’s time to perfect them. Video walls have not replaced large displays or billboards nor pushed smaller displays and tablets into oblivion. One could say they all have their strong and weak points, and each keeps them relevant.
With such a rich selection of display sizes, we’ll likely see more specific uses and software for each of them. For instance, a tablet kiosk is perfectly fine if you want to provide specific product information. Smaller displays and tablets mean greater flexibility and interactivity. Meanwhile, for attention and eye-candy, you might opt for a video wall. Businesses are learning that while display size does matter, bigger isn’t always better. The market is taking note, offering more unique options than ever before.
Better hardware –
In digital signage, all eyes are on the hardware, literally. But while we’re all amazed at the colossal video wall or display, we often forget about the technical aspect. Digital signage software has advanced a lot to accommodate for the demand users have. Multi-touch displays, multiple videos in one display, AI content, you name it. The hardware is working hard to catch up.
With higher video resolution, unique video formats, setups, interactivity options, it takes a lot for everything to run smoothly. The fact that each and every type of software has unique demands doesn’t make things easier. Another weight on the shoulders of hardware is the increasing appearance of video. While digital signage menus or ads can work well as rotating images, the use of video has become the norm at this point. Users want their content to run smoothly, no matter how complex the campaign they make is. With all this in mind, we’ll likely see 2020 push hardware further to ensure the software side can shine, unhindered by performance or compatibility restrictions.
The Evolution of Storytelling –
Digital signage will continue to add value to storytelling over the course of 2020. Messages will be formulated to develop long-tail narratives that support the ideal journey between brands and consumers. If Content truly is King, then it stands that nothing is more engaging than reactive content. Alongside increasingly advanced direction, customer insight analytics will diversify the narrative strategies and help to reformulate the content structure and proposed interaction methods.
Appeal, engagement and information will therefore be implemented with increasing coherence, adapting to the target each time with video content designed to resonate as much as possible. By installing an optimum route of surfaces in different shapes and sizes, brands will be able to combine mosaic canvases, holograms and images over several floors in different ways. The scrolling narrative will be designed in such a way as to allow gamification in some points and an immersive experience based on the architecture and lighting of the space in others.
Polyfunctionality as well as total interactivity –
Interactivity will remain a strategic engagement tool but it will no longer solely be the touch component or the implementation of social interactivity that encourages connection and exchange. Motion tracking combined with the use of Augmented Reality, for example, will encourage new and increasingly creative gamification initiatives by overlapping virtual elements to bring information and appeal to life. From facial recognition to image recognition, algorithms today can also trigger reactions by drawing on other sources of information related to services associated with the more advanced use of loyalty cards, apps, Bluetooth or integrated NFC in smartphones and tablets used by consumers. Finally, interactive stations will continue to evolve with functions such as cash payments, device charging or Wi-Fi hotspots.