What’s Next for Digital Signage?


Digital signage has been a regular part of many environments for nearly 20 years. While it’s no longer “new,” it’s still a critical piece of technology used in settings from retail to airports to corporate. So, where is the market today and what’s next? Expert Justin Shong, General Manager, Americas at Jupiter Systems, joined Pro AV Today host Ben Thomas to share his insights.

“We can now put big monitors anywhere. The trick now is how we entice people to pay attention. When it was unexpected, it had more eyeballs. Today, content has to be compelling and unique,” Shong said.

In looking at the technology piece, Shong assured Thomas that the end of the lifecycle isn’t anywhere close. “There’ always new stuff coming down the pipe—direct view LEDs, wider aspect ratios, more pixels, translucent displays. We’re still building technology to catch up with imagination,” he explained.

Interaction is top of mind when thinking about technology and content’s next phase. By embedding cameras into LEDs and using sensors, there are many possibilities. Shong described an installation that creates 3D models of those in front of the screens then displays an avatar on the screen with a costume related to the setting.

“The trick now is how we entice people to pay attention”

Another place that digital signage is evolving is the workplace. With most companies using a hybrid model, that means more video calls. Shong described the challenge, “These platforms were designed for desktop. Moving to a bigger screen with thumbnails loses all eye contact and the whole point of a video call.”

The answer is ultra-wide screens that create more immersive environments and engagement. Fighting for attention is just as challenging there as it is with any consumer-facing digital signage.

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