Commentary
Looking back at digital signage trends of 2019
In an ever-changing advertising marketplace, digital signage has been growing at a steady pace over the past several years. Over the past year, the industry has seen many trends come and go; some are more effective than others. It's important to look back on 2019 and think about what has worked and why.
January 24, 2020 by Lillyan Wamaitha
This is part one of a two part series looking at digital signage trends for the past year and 2020
In an ever-changing advertising marketplace, digital signage has been growing at a steady pace over the past several years. Not only is it more flexible and personalized, but it also benefits customer experience. According to InfoTrends, digital signage can boost your brand awareness by almost 48% and increase purchase amounts by 30%. With statistics like that, it’s no wonder that the digital signage market has grown by 22% over the past five years.
But digital signage itself is not stagnant. Over the past year, the industry has seen many trends come and go; some are more effective than others. It's important to look back on 2019 and think about what has worked and what will likely happen in the future of the industry.
Popular trends
Digital signage advancements in 2019 can be described by one thing: interactivity. Consumers don’t want to look at static pictures and displays. They expect to be entertained and to have all content personalized to their liking. As technology gets better and better, digital signage is getting closer to this goal.
Touchscreen displays
Ever since smartphones took over the world, people have been constantly using touchscreens. It was inevitable that someday digital displays would become touch enabled. Today, interactive digital signage has shot to the forefront of the industry. It can provide customers with quick, personalized content that they want.
No longer do you have to wait for the slideshow to go around another time to see what sales are going on. All you have to do is walk up to the kiosk and select the section that interests you the most. If there's one thing that customers value above all else, it's efficiency. Touchscreen displays are making the customer experience faster and easier, which is driving a new revolution in the digital signage industry.
Interactive content
Coupled with touchscreen displays, interactive content have been proven to increase customer engagement and allow them to feel more connected to a product or brand. Going beyond the retail catalog or restaurant menu, businesses of all kinds can now produce interactive content to engage a variety of audiences.
Quizzes and polls can provide valuable customer analytics and collect contact information for further marketing, white papers and e-books can provide detailed information about specific products for those who are interested, calculators can help consumers figure out the cost of a complicated product or service and games or contests can even be used to entertain customers to keep them in the building longer. Every app can be tailored to fit your business and suit any customer profile.
Personalized content
Being able to completely personalize content is a marketer’s dream. Many online retailers have gotten close to that dream by using cookies to provide personalized advertisements for each person. The real trick is learning how to do that in a physical business.
Digital signage is the brick and mortar equivalent to using cookies. Businesses can instantly adjust the content being shown based on any number of variables. If you manage a clothing store and know that schools get off at 3:30 p.m., you should start running ads focusing on teen clothing around that time. Before that, stick with advertisements centered around an older crowd that wouldn’t be in school. Digital signage thrives by its ability to adjust instantly to specific audiences at any time.
Next time, we will look at predictions for the new decade of digital signage.
About Lillyan Wamaitha
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Mvix
Mvix is a Pro-AV digital signage company that features our award-winning cloud-based digital signage software. Our solutions have been adopted worldwide by industries including schools, corporate offices, retail stores, hospitals, manufacturing facilities, and more.
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