Display Technology

2022 digital signage trends: Transportation, events to see large gains

While technology continues to change in the blink of an eye, specific trends have developed in digital signage in recent years and experts are excited about what’s to come in 2022 and beyond.

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December 7, 2021 by Kevin Damask — Editor, Digital Signage Today

While technology continues to change in the blink of an eye, specific trends have developed in digital signage in recent years and experts are excited about what's to come in 2022 and beyond.

Ferrer

The COVID-19 pandemic, which struck the U.S. nearly two years ago, altered the digital signage landscape. The industry is still trying to recover and adapt to the pandemic's effects. While some digital signage fields have struggled to grapple with industry changes, others have thrived.

QR codes, for example, have seen a rebirth in retail, dining and other sectors. They offer a fast, convenient and touchless way of completing a purchase. Michael Ferrer, senior director of Solution Sales for Sharp NEC Display Solutions, believes QR codes will remain popular in coming years. Sharp NEC Display Solutions, based in Downers Grove, Illinois, produces commercial and visual technology, along with digital signage assets.

"Digital signage to mobile device will continue to flourish," Ferrer said in an email interview with Digital Signage Today. "We've seen QR Codes make a huge comeback and help communicate messages — just scan and information comes directly to our smart phones."

In the quick service restaurant industry, the pandemic pushed businesses to complete digital menu boards, especially at drive-thrus, as more patrons chose pickup outside the store instead of in-store dining. In recent years, while designing new construction plans, businesses have been more likely to include digital signage — a stark change from several years ago, Ferrer said.

"They were once seen as an afterthought," he said.

Both Ferrer and Carol McGury, EVP, event and education services at Smithbucklin, expect personal experiences — companies trying to make a one-on-one connection with consumers — will continue to grow. Smithbucklin, based in Chicago, is a for-profit company that provides complete association management services, typically for non-profit associations, foundations and consortiums.

"Digital signage has evolved to a point where advertisers or sponsors can get very close to replicating an in-person conversation to connect with an audience," McGury said in an email to DST. "You see this in retail, transportation, hospitality, healthcare, education. The right content is delivered to the right audience at the right time. This is what every communicator, educator, advertiser or sponsor desires."

McGury

McGury believes interactivity will also continue to evolve through digital signage sensors, leveraging artificial intelligence and network connectivity through the cloud to bring targeted content to specific audiences.

Bill Zimmer, VP of marketing at 360 Live Media, believes frictionless ordering from digital signage inside stores is also a trend on the rise. 360 Live Media, headquartered in Washington, D.C., is an event marketing, strategy and design agency.

"For the retailer, it can mean lower overhead costs as fewer staff may be required to service a store," Zimmer told DST in an email. "For consumers, it can be a more efficient and enjoyable experience to browse and place your order directly rather than wait in line to dictate it to someone else."

What industries will see the greatest gains?

Ferrer and McGury both see the transportation field gaining the most from digital signage in 2022 and beyond, while Zimmer thinks the events industry could enjoy a boost.

"I believe that transportation, business, healthcare, entertainment, and retail verticals are all in growth mode and will continue beyond 2022," Ferrer said. "Some are refreshing just their tech, but others are completely reinventing themselves."

McGury sees the boom in transportation digital signage pumping dollars into the hospitality industry as well.

Zimmer

"In the transportation segment, there is a huge population that will travel in record numbers in the next five years," McGury said. "Hospitality benefits from the travel surge and the events industry has been a leader in digital signage but many venues will need to upgrade since their existing technologies have hit their useful life."

While the events industry has to bolster its tech, according to McGury, Zimmer sees a "world of potential" in events.

"Hybrid conferences and trade shows offer new opportunities for both in-person and digital attendees to connect, do business, and engage with content," Zimmer said.

In education, remote learning is likely to stick around for a while, and McGury believes digital signage in education could see a significant lift in 2022.

"Lessons from the mobile economy and mobile publishing will come into play for the digital signage market," McGury said. "Lines will blur since we all hold a personal digital sign in our hands all the time."

About Kevin Damask

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