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Three Trends That Are Transforming Digital Signage Into a Powerful Brand Ally

Three Trends That Are Transforming Digital Signage Into a Powerful Brand Ally
  • In today’s ultra-competitive business landscape, a strong brand is essential—and digital signage can be a powerful ally in that effort. Not only does digital signage attract customer attention, but it can also build business and customer loyalty. Indeed, one survey found that four out of five product brands that use digital signage increase sales by up to 33 percent. Another found that moving from static posters to digital signage when advertising outdoors can boost monthly revenue by as much as 800 percent. And we have seen similar results in indoor implementations as well.

Jennifer Davis
The reasons for this are simple. Digital signage creates eye-catching and often interactive experiences that engage consumers and help them remember your brand, your product, how it made them feel, and what compelled them to share their experience. And most people enjoy digital signage, viewing it as “a cool way to advertise” and a “good way to learn about sales and events.” As Nancy Fletcher, president and CEO of the Outdoor Advertising Association of America, puts it: “Consumers are paying attention to the information presented to them and acting on it, whether they are drawn to a location featured on an ad, discussing the ad with friends and family, or attending an advertised event.”

The good news is that digital signage keeps getting better. Thanks to the latest innovative technology, digital signage is becoming ever more impactful, immersive, and versatile. Consider the following three trends that can be applied to the next generation of digital signage:

Video installations are getting bigger. Whereas just a few years ago, businesses used 55- to 65-inch displays as the basis for digital signage, today organizations are creating digital signage from displays as large as 98 inches. In addition, an increasing number of companies are taking advantage of seamless video wall technology and affordable prices to combine multiple displays into large video walls that make a huge impact — especially in public venues and places where crowds gather. The result is that what was once a medium for individuals has evolved into an ever-more powerful tool that can attract entire groups at the same time.

Digital signage is becoming interactive. From vibrant touch screen solutions to real-time body and face tracking, digital signage has becoming increasingly interactive, allowing companies to create highly immersive and customizable experiences that build brand loyalty. For example, retailers are installing interactive kiosks that offer coupons and rewards to repeat customers. Airports are implementing interactive way-finding stations that help travelers quickly find the services they need. Public venue installations can enable crowd-sourced, curated content submissions and social engagement. And advertisers are building digital signage that can sense who’s viewing it, offering up customized ads based on factors such as the viewer’s age and gender. Ultimately, interactive digital signage can give consumers the information they need, right when they need it—improving brand loyalty.

The opportunity for creative applications is growing. While many organizations are installing video walls, in today’s world, there’s no reason to limit oneself to the four walls of a building. From ceiling and floor installations to counter tops, digital signage can enhance almost any surface. Companies can design see-through installations on glass surfaces, overlaying text, images, and video onto physical objects that sit behind the glass. They can build captivating 3D installations that people can view in virtual reality using lightweight glasses. And they can tile displays into non-traditional shapes to create a mood or atmosphere that complements their brand. Taking this a step further, NBC Olympics, a division of NBC Sports Group, built a series of huge video walls featuring finish carpentry, which masked the walls into organic shapes, in their coverage of the 2016 Summer Olympics in Rio de Janeiro. Similar approaches were also used at the Woody Gutherie museum. Likewise By tapping into these technologies and creative installation design, businesses can generate highly memorable experiences that elevate their brands above the competition.

These are just a few of the ways organizations can use digital signage to attract customers and build brand loyalty. And with today’s advanced technology, the sky’s the limit for creating unique, highly inspiring installations. To learn more about how digital signage can strengthen your brand, please attend my keynote, “What leading brands are teaching us about interactive digital signage,” at Digital Signage Expo 2017. I hope to see you there!

Author Jennifer Davis will present Seminar 13 entitled, “What Leading Brands are Teaching us About Digital Signage,” on Wednesday, March 29 at 4pm at DSE 2017 to be held at the Las Vegas Convention Center. For more information on this or any educational program offered at DSE 2017 or to learn more about digital signage go to