The Future of Digital Signage and Place-Based Advertising
Digital signage and placed-based advertising is experiencing phenomenal growth in the U.S. According to Arbitron, more than 70% of Americans have seen a digital display in a public venue in the past month. We believe the following technology segments will continue to grow and evolve and ultimately determine what digital signage will be in the very near future.
Interactive digital signage not only provides the same benefits as standard digital signage, it also offers a mechanism for consumers to give immediate feedback, adding another level of value and engagement. Information can be compiled based on the content that drives the most feedback from consumers. Interactive digital signage can accurately reach the target market and creates motivation for consumers to spend more time engaging the message.
Three-dimensional digital signage provides a more comprehensive and dynamic customer experience and is rapidly becoming more affordable and accessible. 3-D messages are retained longer and are easier to differentiate from other brand messages. As this technology becomes more available, consumers will expect it from brands and retailers to enhance their shopping experience.
Absolutely the most significant development in digital signage in the next few years will be an increasingly tighter integration between digital signage and mobile devices. According to a recent report by The Neilson Company, 28% of US mobile phone subscribers own a Smartphone. The research company anticipates that number to top 50% by the end of 2011.
Digital signage represents an incredible medium for setting up mobile content. It can be used to expose consumers to mobile, guide them through the potential complexities of mobile, and to articulate the overall value of the mobile experience. As the technology evolves for both digital signage and Smartphones, networks will increasingly use digital signage to start a conversation with consumers. The convergence of digital signage and mobile consumer experiences is the future of both enterprises.
HDM works diligently to stay on top of the trends that are shaping how digital signage is currently utilized and will be deployed in the near future. To learn more about how we can help implement a strategy to grow your business, contact us today.
- Ferlando Parker, Owner