Signage may be one of the most ancient forms of marketing. Examples trace from as far back as Ancient Rome and beyond. But even those who aren’t well-versed in history will recognize the old-timey wooden signs that announced the locations of some pubs in medieval England.
Since then, signage has come a long way from its humble beginning. In this article, we will reveal to you the latest development in digital signage technology that you need to know as a forward-thinking organization owner or consumer. Read on through this piece to make a catch up with marketing trends.
What is digital signage?
Before we dig deep into the latest digital signage trends, let’s find out what this technology really means. In general, signage is any graphical display that conveys information to the audience.
Digital signage, however, is a more advanced type of signage that uses LCD, LED, and projection technologies to display contents such as videos, streaming media, digital images, and information. The contents are displayed on a screen for exhibition, marketing, way finding, outdoor advertisement, or any other reason.
This technology has grown in popularity because it engages with audiences more than the static once. The audience can easily access the information and interact in various ways, thanks to the newly invented interaction modalities.
Traditional signage is everywhere these days. They comprise everything from the sign stuck into the grass of your front lawn to those gigantic billboards. All these are aimed at attracting people’s attention and swaying their decision making.
However, such advertisement methods are outdated. They underwent many transformations along the way, and these days we boast of technologically advanced digital signage. The digital signage is the waves of the future, and this can be witnessed on the recurrent discoveries. Some of these new developments that we have seen of late include:
Screen size and picture quality
If you have been to New York, you have probably looked at the Times Square screen display pictures. Well, the pictures are so eye-catching that you can’t avoid them.
How is digital sign display on a screen important to an organization/business?
Human beings are predominantly visual creatures. The vast majority of information about our surroundings pass through our eyes.
But does seeing a sign in an advert translate to a purchase? Yes, it does.
A study commissioned by FedEx in 2012 reported that almost 76% of the American consumers enter a store they have never visited based on the signs they saw on the screen displays. Consequently, nearly 68% have purchased an item because the signs caught their eyes.
Therefore, by improving the screen size and image qualities, technology only aims to make the information displayed clear and unique to consumers and thus demand their attention.
Playing well with the screen size as a business owner can win you the game. You may decide to use the giant screen in your retail shop or several big screens. Some business enthusiasts install small screens close to every product category display.
Digital signage now offers customers opportunities to interact with it physically. When customers actively interact with a piece of advertisement, the ‘anchoring’ effect occurs in the brain. Anchoring is a psychological term that describes a process that increases recognition and memory retention of what you have just seen.
According to industry information clearinghouse Digital Signage Connection, the recall rate of digital signage is 83%.
You remember seeing digital sanctions like ‘tell us how we are doing’; this is a perfect example of digital signage that just begs for interaction. Some of the latest interaction modalities invented include:
? Touch and gesture screens that allow users to choose what they want to see; This ensures they get information that is only relevant to them.
? Facial recognition ensures an automatic display of the content, and this creates a more personalized customer experience.
Speech is likely the next in line as it has already been proposed, whether that will possibly work or not remains for debate.
Digital signage is getting more analytical.
Another latest trend that forward-thinking organizations need to consider is that digital signage is getting smarter. They now have the capacity to carry anonymous video analytic (AVA) technology that tracks their real-time performance. The digital signage is equipped with embedded cameras and software that detect when a human face has turned towards the sign.
This contrasts with the older analytical solution that measured the audience by detecting how many people walked past the sign. This can give unreliable data since not all that walk passed the sign are interested in the advert.
Even though the digital signage analytic solution cannot identify individuals, the performance is quantified and analyzed within minutes. This provides an organization with instant feedback, enabling them to bridge the gaps in performance.
Signage is now integrating with your phone.
Near field communication technology now allows customers to transfer information from a digital sign directly to their mobile device. The data can be a menu or product catalog for placing orders, among others.
Digital signage applies to any organization that needs to display any information. The screens can be found in any other public spaces, museum, retail stores, hotels, stadiums, transportation systems, restaurants, cooperative buildings, learning institutions, among other places.
The information displayed will depend on the organization and the targeted audience. For instance:
Education sectors: The use of interactive whiteboards and tablets in teaching children.
Business promotion: Digital signage screens that come in all sizes are used in advertisements, exhibitions, and business location information.
Offices: Digital signage with conference capabilities and 3D presentations can display information at a conference.
Surgery: The surgeons usually use it to display the body parts that they should cut through.
Restaurants: It helps clients order foods in a restaurant through menu screens, enticing, and changing the image of food.
Every retailer wants to have a business that attracts customers. The easiest and the most recognizable way to promote your business these days is through digital recognition.