- Digital signage is more than a screen.
- Prioritize people’s experiences first.
- Emerging markets are of growing importance.
- Content is still key.
Thanks to emerging technology, digital signage is rapidly evolving to be beyond just a screen on a wall. While some believe that the metaverse is just a sophisticated term for significantly increasing interactive and interconnected technologies, the critical point is to embrace innovation and change, and put people and content first.
The interconnected technology world that we are all a part of is now blurring the old lines between LED screens on a wall and digital marketing, content creation, mobile interactivity, holograms and other such emerging technologies. There is a lot of potential for earning by way of emerging technologies such as videogames being one exciting area of growth. Given that the videogame advertising market is at an estimated $8 billion (Digital Signage Today), there are millions of players viewing metaverse scenery at any given moment, thus making it the ideal place for promoting a business via advertisements. An important point to keep in mind when implementing digital signage in the metaverse is to make sure the advertisements don’t have a negative impact on the player experience.
Consumers have been pushing for greater awareness in inclusion hence ignoring these areas will not provide a successful recipe for profitability. Digital signage will see a massive push for accessibility and inclusion, as well as the need to embrace emerging technologies such as social media and augmented reality. As with any other business, digital signage also emphasizes on putting people’s experiences first as one of its core lessons. People want everything quick and easy – but what is quick and easy for one may not be quick and easy for another. In technology, it is important to maintain equity. Choosing one path and assuming it will fit everybody’s needs won’t help. The digital signage industry must prioritize inclusion and embrace diversity in a more conscious way.
Digital signage markets are growing beyond just the European Union and Western countries. In fact, digital out-of-home advertising also offers marketers an opportunity to associate with major events (such as sports and entertainment) through sponsorship, and allowing real-time updates and live feeds.
The Indian market is showing exponential growth in digital signage over the last few years, particularly in terms of mobile connectivity with QR codes and leveraging advertising opportunities from major sporting events. Digital signage and marketing have limitless growth potential in new and emerging markets and if you want your business to be a part of this growth, early investment is the best option.
It is worth re-emphasizing repeatedly, the importance of the human touch for sustainable success in digital signage. Many a times businesses prefer prioritizing cool gadgets over the human touch. But the power of storytelling and nostalgia, embracing accessibility and inclusion, and most importantly, connecting with people, is unmatchable.
Experts in the industry recommend to continue listening to customers and focusing on their needs. Take their feedback as a guideline for change while at the same time ensuring relevancy. Stay open to the idea of versatility as opposed to ‘what once worked will always work’, thus navigating through change with your customer’s voice guiding the way. In the process, be sure to avoid falling into the trap of shiny new things which may lead to adopting something entirely new.