Is digital signage the face of the future?

Impressive digital signage

As consumers, we are bombarded with advertising slogans and campaigns constantly. Indeed, walk down any high street and try and count the steps you take before you see an advert trying to impress something on you. L'Oreal, the latest gym membership, a gig, the latest cinema release. You get the idea, they are everywhere, there really are lots of companies vying for your attention.

That's where digital signage comes i n, as a way to engage its audience in a way that other methods cannot. It is more than a sign, it can be an interactive, eye-popping, all-singing-all-dancing image that will stand out where customer targeting is crucial. Digital signage really can enhance the customer experience, offer better service and promote brand awareness.

Digital signage on the rise

And the numbers don't lie. On average, digital signage solutions deliver an 18 percent increase in sales. That's pretty substantial, when you consider that ordinarily only two in every 100 consumers make a purchase in an ordinary retail environment.

Digital signage is incredibly adaptable, and is suitable for retail counterpoints, foyers and even large industrial premises where specific information needs to be conveyed precisely and changeably.

And it's on the rise, with European digital signage installations set to rise by a whopping 144 percent over the next three years. According to a new survey by POPAI, this figure doesn't look like slowing after 2013 either.

Like most digital products, the boundaries are often pushed continuously.

Take Magnetic 3D, a New York based company pushing the boat out in auto-stereoscopic 3D LCD displays, 3D content creation, 3D digital signage solutions and 3D software. Magnetic 3D will go beyond the standard flat-screen experience, all designed to create eye-popping experiences that are designed to captivate the viewer, generate excitement and drive sales.

Going green

There will be issues, like linking the necessary hardware, software and media players together. This isn't like defined and separate applications like Windows and Apple; there isn't any real standardisation of components yet, something that is being looked at.

Also, there is the issue of screens and components breaking down and needing to be replaced, plus the financial and environmental impacts this will have. Some companies are looking into this also. Avisum, who have developed a range of solid-state media players that are designed to run continually 24/7 without the expense and concern of burn-out or mechanical breakdown. Their media players achieve this by incorporating no moving parts into the system.

Other major manufacturers are aware of demand for eco friendly products and are looking into solid-state players. Sony and LG are producing solid-state players that have all the capabilities of previous players - able to display a wide variety of content including images, movies, audio and other file types in full HD - but with the addition of a better carbon footprint.

There is no doubt that to stay ahead of the game companies are going to have to incorporate digital signage. It drives sales, is adaptable and really can enhance the customer experience.

Ross Densley

Ross Densley is a graduate from Bath Spa University, and has freelanced for several magazines ranging across a section of topics such as animation, business, film and lifestyle. When Ross is not working he writes and edits his own satirical website.

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