Connectedsign Digital Signage White Paper

Exploring New Trends In Digital Signage Networks
Connectedsign, LLC

The digital signage space continues to grow and evolve in order to meet the changing demands of venue owners. There are two reasons this is exciting. First, new trends in DOOH promise broader market penetration. The public has not only become accustomed to the digital screens, they are also more willing than ever to consume the content shown on them.

Second, this evolution pushes the industry toward further development of effective advertising practices. We learn new strategies for reaching viewers each year. We also have access to a growing mountain of data that provides insight into the changing tendencies among shoppers.

In this article, we'll take brief tour through a few of the most exciting new trends in digital signage. It's too early to tell whether these trends are sustainable, but they offer a glimpse into the growth of DOOH.

Relevant Content Is Becoming More Important

Years ago, when digital signage was a young technology, venue owners were uncertain how to use it. Host managers knew they needed to have something on the screens, so they quickly filled the available space with any type of content they could create. At the time, the technology was such a novelty that people were willing to watch nearly anything. I remember walking by digital screens and observing people standing nearby, staring at them, enthralled.

Today, digital signage networks are ubiquitous. As a result, many people have developed a blind spot to the screens. To say that displaying content is no longer enough to catch and keep their attention is an understatement. Relevance has become important. Rather than pummeling viewers with a never-ending stream of promotions, DOOH network owners are now trying to create a connection between the content and the viewer's experience within the venue.

Wireless Signage Expands

Wireless technology has allowed DOOH to expand into areas that require a mobile solution. For example, consider the trams that are installed within various airports. They allow people to cover the distance to the baggage claim area or their departure gates without being required to walk. The problem is that, until now, it was difficult to install a network in trams because the digital screens would be disconnected from the media players. Wireless technology is meeting that challenge. We'll likely see screens appearing in buses, subways, on escalators, and other mobile venues.

DOOH In Retail Continues To Lead The Pack

The retail sector has always been hospitable to signage networks. Market penetration continues to grow. Venue owners are increasingly aware that in-store media can play a key role in lifting sales. From grocery stores to clothing boutiques, and hair salons to malls, DOOH not only creates a lift in product sales, but can also complement the shopper's experience. Spurring its popularity is the unprecedented access to customer-driven metrics that are now available to hosts.

Visuals Are Taking Precedence Over Words

Another trend in signage networks is the move toward content that places a higher priority on images and other creatives than on words. Ad agencies are taking an approach that favors a visual experience. Admittedly, I'm not convinced this trend is sustainable, especially with an advertising-supported network within a retail venue. In my experience, a call to action is critical for generating a response from digital signage viewers. That is best accomplished with words.

The alternative to designing a call to action with text is to use visuals with audio. From what I have observed when visiting several venues, few shoppers are drawn toward segments with sound.

To be sure, these new trends in digital signage are exciting to watch. They have breathed new life into the DOOH industry and remind us that its evolution is still in its early stages.

By Loren Bucklin
President

Connectedsign, LLC
lbucklin@connectedsign.com
www.connectedsign.com
866-833-2723

Digital Signage Integrators
One Source, Many Answers