In today’s connected world, digital signage fuses the digital and physical realms to create a cohesive multichannel experience. This is a big trend for brands that want to cut through the noise and get noticed. Digital signage and corresponding digital signage software open up a myriad of new options for store displays, advertisements, videos, alerts, or any other message deployers want to relay to viewers. It can make a real difference. Applying technology to education helps students to reduce stress (45%), improve confidence (46%) and efficiency (57%), while also helping students to better prepare for class (67%). In a hospital situation, where wait times only add to stress and anxiety, using digital signage can cut perceived wait time by up to 35%. Digital signage also reduces workplace injury by 20%.
Although most of these results reflect surveys of general messaging displayed on a loop, the current generation of digital signage can do much more. It can tap into artificial intelligence, machine learning and big data applications to create powerful and engaging content that is informed by consumer choices and requires much less human management. The integration of signage with cameras, sensors and software that monitors the ambient environment and audience can provide access to massive amounts of data and insights. From knowing how many people go by, what grabs their attention, where their gaze lingers and where their feet go, to whether it is snowing outside or traffic is slow, the data that informs digital signage can be used to create hyper-personalized viewer experiences. Display content can be refined, optimized and personalized according to the audience demographic profile, weather conditions or some other relevant external factor.
This goes a long way toward offering valuable options (promoting umbrellas when it is raining outside) and mitigating shoppers’ frustration (offering options to “try” makeup or clothes before buying). Not only does digital signage lead to a better customer experience but it can also help provide updates and information during emergencies. In 2012, when Hurricane Sandy hit New York, many hotels that had digital signage used it to keep guests updated as events unfolded.
Multiple touchpoints with your audience are of huge benefit when it comes to the storing and retaining of information. Bringing digital signage into the mix opens a whole world of new possibilities for promoting brands, products and services, serving customers, and enhancing viewer experience. That’s why digital signage installations are growing rapidly year on year. It’s a loud world out there and digital signage could be the way to get heard.