Trends for Digital Signage 2020
With digital signage it is possible to produce content that informs, entertains, interacts and fascinates – every day while shopping, travelling or queuing. The innumerable possible applications can be traced back to the development of the last decade. The success story of Digital Signage began with technological progress and marketing experts who recognized the benefits of the counterpart of poster advertising. As digital signage becomes increasingly dynamic and reactive, so does the associated market. This makes it all the more important to be up to date in order not to oversleep developments.
We have researched the most important trends for the year 2020 for you:
Artificial intelligence
Everybody is talking about artificial intelligence in numerous industries. But what can it do in the field of digital signage? Data analysis is becoming more specific, more accurate and easier to use. The advantage for companies is that computers use the data streams to specifically control displays based on the incoming information. The results: better integrated marketing campaigns and relief for employees who once had to collect this information. These employees can now get more involved in the business, free of huge data sets.
Personalization
The continuous development of technologies is noticeable not only in the industry, where products can be manufactured individually according to customer requests, but also in the trade, creating a personalized customer experience. Personalization is the most efficient way of using technologies such as recognition software and machine vision to create meaningful and relevant consumer interactions. Through the integration of technology that promises better connectivity, intelligence and responsiveness, the degree of personalization of digital signage increases. The driver for this is artificial intelligence. It is capable of learning and interacting with people in an individual way. More accuracy in data processing means a better understanding of the user. For example, a digital signage installation can greet a customer by his first name and prepare useful information and offers especially for him.
Interactivity
Various technologies are decisive for the development of digital signage. Touch screens, face recognition software and NFC are used to increase customer involvement and improve user experience. Interactive applications such as browsing through product catalogs and menus, requesting information or placing orders are now possible without any difficulty. Touchscreens are especially important for interactive applications, as the majority use smartphones or tablets in everyday life anyway. The familiar feeling increases the attractiveness of the content, especially for more technologically savvy people. Not only the hand is used in interactive applications, but also the ear and mouth. Voice control, which has been used in smartphones and voice assistants for years, is also finding increasing application in the field of digital signage.
Display sizes
Due to the constant further development of displays with associated cost reduction, increasingly larger screens are entering the market. The trend is moving towards screens with at least 80″ screen size up to video walls. But smaller screen sizes are also developing into a trend that will increase exponentially over the next few years. A well-known example of this is small displays attached to stadium urinals as supplementary advertising spaces. In connection with smaller screens, the POE (Power over Ethernet) technology must be mentioned. POE is a process which supplies network-compatible devices with power – with a network cable. This eliminates previous complications with the power supply. Sockets that are difficult to access or disturbing power cables and power supply units are a thing of the past. This technology is seen as a turning point for less complex digital signage applications, as the installation of small displays is drastically simplified.
Media Formats
The content of public digital signage modules continues to become more dynamic. The rapid development away from static content is favored by the boom of full HD videos. The installed PCs are getting smaller and more powerful and can therefore process larger video files faster. HTML5 applications are also becoming more popular. Flexible and smart digital signage can be combined with high quality video to create impressive effects. For example, context–dependent digital signage content can be displayed relevant to the current weather: Video displays for umbrellas can be switched automatically during rain or commercials for sunglasses during sunlight.
3D Wayfinding
Wayfinding is becoming an increasingly common tool to make visiting large government buildings or department stores more convenient. It is possible to cross the interactive 3D map from a first-person perspective. This gives users a quicker understanding of the environment. Hospitals, museums, art exhibitions, cruise ships and large buildings of all kinds will increasingly implement digital guidance systems, with 3D mapping having the greatest impact on this development.
Today, digital signage is a reliable and easily accessible alternative to traditional billposting. It is a relatively new technology that is developing rapidly. New emerging technologies and the increasing number of interactive displays and kiosk systems are making digital signage more and more effective. Operators of such devices welcome the growing possibilities to communicate more efficiently with target groups in all settings (healthcare, trade, production, education, transport, etc.). It is to be expected that the digital signage industry will continue to grow as new trends emerge. These should be kept in mind, because in the end nobody wants to lag behind the competition.
With digital signage it is possible to produce content that informs, entertains, interacts and fascinates – every day while shopping, travelling or queuing. The innumerable possible applications can be traced back to the development of the last decade. The success story of Digital Signage began with technological progress and marketing experts who recognized the benefits of the counterpart of poster advertising. As digital signage becomes increasingly dynamic and reactive, so does the associated market. This makes it all the more important to be up to date in order not to oversleep developments.
We have researched the most important trends for the year 2020 for you:
Artificial intelligence
Everybody is talking about artificial intelligence in numerous industries. But what can it do in the field of digital signage? Data analysis is becoming more specific, more accurate and easier to use. The advantage for companies is that computers use the data streams to specifically control displays based on the incoming information. The results: better integrated marketing campaigns and relief for employees who once had to collect this information. These employees can now get more involved in the business, free of huge data sets.
Personalization
The continuous development of technologies is noticeable not only in the industry, where products can be manufactured individually according to customer requests, but also in the trade, creating a personalized customer experience. Personalization is the most efficient way of using technologies such as recognition software and machine vision to create meaningful and relevant consumer interactions. Through the integration of technology that promises better connectivity, intelligence and responsiveness, the degree of personalization of digital signage increases. The driver for this is artificial intelligence. It is capable of learning and interacting with people in an individual way. More accuracy in data processing means a better understanding of the user. For example, a digital signage installation can greet a customer by his first name and prepare useful information and offers especially for him.
Interactivity
Various technologies are decisive for the development of digital signage. Touch screens, face recognition software and NFC are used to increase customer involvement and improve user experience. Interactive applications such as browsing through product catalogs and menus, requesting information or placing orders are now possible without any difficulty. Touchscreens are especially important for interactive applications, as the majority use smartphones or tablets in everyday life anyway. The familiar feeling increases the attractiveness of the content, especially for more technologically savvy people. Not only the hand is used in interactive applications, but also the ear and mouth. Voice control, which has been used in smartphones and voice assistants for years, is also finding increasing application in the field of digital signage.
Display sizes
Due to the constant further development of displays with associated cost reduction, increasingly larger screens are entering the market. The trend is moving towards screens with at least 80″ screen size up to video walls. But smaller screen sizes are also developing into a trend that will increase exponentially over the next few years. A well-known example of this is small displays attached to stadium urinals as supplementary advertising spaces. In connection with smaller screens, the POE (Power over Ethernet) technology must be mentioned. POE is a process which supplies network-compatible devices with power – with a network cable. This eliminates previous complications with the power supply. Sockets that are difficult to access or disturbing power cables and power supply units are a thing of the past. This technology is seen as a turning point for less complex digital signage applications, as the installation of small displays is drastically simplified.
Media Formats
The content of public digital signage modules continues to become more dynamic. The rapid development away from static content is favored by the boom of full HD videos. The installed PCs are getting smaller and more powerful and can therefore process larger video files faster. HTML5 applications are also becoming more popular. Flexible and smart digital signage can be combined with high quality video to create impressive effects. For example, context–dependent digital signage content can be displayed relevant to the current weather: Video displays for umbrellas can be switched automatically during rain or commercials for sunglasses during sunlight.
3D Wayfinding
Wayfinding is becoming an increasingly common tool to make visiting large government buildings or department stores more convenient. It is possible to cross the interactive 3D map from a first-person perspective. This gives users a quicker understanding of the environment. Hospitals, museums, art exhibitions, cruise ships and large buildings of all kinds will increasingly implement digital guidance systems, with 3D mapping having the greatest impact on this development.
Today, digital signage is a reliable and easily accessible alternative to traditional billposting. It is a relatively new technology that is developing rapidly. New emerging technologies and the increasing number of interactive displays and kiosk systems are making digital signage more and more effective. Operators of such devices welcome the growing possibilities to communicate more efficiently with target groups in all settings (healthcare, trade, production, education, transport, etc.). It is to be expected that the digital signage industry will continue to grow as new trends emerge. These should be kept in mind, because in the end nobody wants to lag behind the competition.