The digital signage market is booming on a global scale. Technavio predicts the sector will experience exponential growth of $10.1 billion (£7.8 billion) between now and 2024, largely driven by greater adoption of the tech among retailers.
As digital signage continues to expand, what trends are likely to dominate the market this year? And which ones are already making waves? Here’s our five predictions.
More brands tell stories through signage
People connect with stories. So brands that weave narratives through their digital signage campaigns can expect to add value, inspire loyalty and even improve trust among consumers. Telling a story is a chance to promote your product or service, but in a way that feels genuine and authentic. This year, we’ll see more and more brands experiment with this format.
Screens get even more interactive
In 2020, interactivity means more than touchscreens allowing customers to browse products and request information. Technologies such as beacons, facial recognition and near-field communication (NFC) provide new ways for consumers to engage with digital signage. This year, more brands will explore how to boost signage interactivity in order to enhance the customer experience.
AI shapes strategies and improves personalisation
The brands leading the pack are the ones already harnessing artificial intelligence (AI) to inform their digital signage campaigns. AI-driven platforms usually evaluate large data sets, which can help brands make sense of the mass of information they have at their fingertips. Then, armed with insight on what type of content consumers respond to, brands can create targeted campaigns and adapt the messaging accordingly.
AI isn’t just for data insight; it can also help brands deliver personalised experiences. Through AI learning, signs can engage customers on a more personal level – for instance, by making product recommendations or offering discounts based on their purchase history. As we move through the year, personalisation powered by AI will offer enhanced connectivity, responsiveness and intelligence to signage, setting the foundation for more meaningful customer interactions.
Wider variety of screen sizes
Not long ago there was a general assumption that ‘bigger is always better’ when it comes to digital signs. But this isn’t the case – small and large screens each serve their own unique purpose. Small and medium screens offer greater scope for interactivity and flexibility, while large screens are arguably the best way to grab consumers’ attention and deliver content that’ll pack a punch.
Arguably, the best strategies are the ones that make the most of different sized screens for a variety of purposes. More brands are realising this, so this year we can expect to see even more unique options come to the fore.
That said, video walls are a trend we expect will continue to skyrocket in 2020 and beyond. The total market size is expected to reach $17.96 million (£13.89 million) this year, representing a compound annual growth rate of 23.44% since 2014.
Digital signage as a service (DSaaS)
DSaaS could turn out to be a key trend for the digital signage market this year. This means that, as well as situations where the screen is provided as a service, the content is also provided or served to the screen.
This approach enables brands to access all the necessary hardware and software through a provider, without paying for ownership. This cost-effective solution could make digital signage strategies more affordable for smaller businesses with limited resources.
If you’re looking to harness any of these latest trends in your digital signage strategy, Linney can help. Whoever your target audience, we have the tools, experience and insight that will enable you to serve up compelling, innovative content across all screens.