The world of digital signage never stops innovating. After all, it’s where so many modern technologies converge. Long used to convey messages and promote products, digital signage lives to be a disruptor. Not in that it should interrupt viewers, but rather it’s a medium that offers unique ways to meet the many goals of brands across the globe. Digital signage is no longer novel. It’s now almost an expectation for consumers. They expect to digital signage in many places: fast casual restaurants, entertainment venues, airports and retailers. So, now that digital signs have your attention, here’s what to expect in the next year.
Big Data and A.I.
Artificial intelligence (AI) is a buzzword in the world of technology. AI is delivering information and automating processes. Netflix recommends movies because it learns what you like. Digital assistants can take orders and answer questions. The age of AI is here, it just looks a bit different than killer robots.
It only makes sense that digital signage would get smart. AI could be used to trigger certain messages based on the weather, traffic issues or other warnings. Screens may also learn preferences. For example, what if restaurants used touchscreen digital kiosks to offer nutritional information to patrons. Based on the most frequent options chosen, the kiosk could collect data and provide analysis on what diners must want to know about. This could be a competitive advantage by learning what your customers most want to eat and what they are most concerned about like calories, cholesterol or sugar.
As an extension of data and AI, the Internet of Things (IoT) will also play a role in the future of digital signage. Displays, players and software can work together to form a network with other IoT objects. This could deliver more real-time assessments. Within a location, many different things could be communicating with the signage: lighting, POS systems, thermostats and more.
Content has long been the link between consumer and screen. If you don’t have something worth looking at, then you won’t have anyone looking. Brands and digital signage content providers will need to be even more creative. How will you sway consumers to look away from their phones? It’s not easy in the modern world to get eyes to look at something even for a few seconds. Content in 2018 must be on point and should try to incorporate these ideas: gamification, storytelling and live feeds. People love to play. Interact with them on this level. Adding some type of game and reward to your content could offer a boost. Storytelling is the foundation for content marketing and is a something worth expanding to your signage. What great stories does your brand have to tell about your customers, your employees or your products? Finally, live feeds may seem scary. Not every brand is brave enough for this, but if you have a campaign or event, and it makes sense. Go live on a social network platform and stream on your screens.
For digital signage to be effective, there are two things that matter the most: technology and content. It’s always been this way and should continue to be as well. Even in the discussion of what’s new for the next year, the foundational elements of technology and content are still what everyone’s talking about.