For years now, forward-thinking organizations have turned to digital signage strategies in their efforts to convey key information to consumers, develop compelling campaigns for customer outreach and even to orchestrate operations within the office environment. As these technologies have become more commonplace, however, former innovators now find it more difficult to stand out using these platforms, especially as more consumers wield a variety of smart devices and high-definition displays. Simply put, it's harder than ever to differentiate oneself with regard to digital signage.
In fact, according to Commercial Integrator, Intel revealed that there will be more than 22 million digital signs around the globe by the end of the year, constituting a total market value of around $4.5 billion. This means that signage adopters need to take matters into their own hands to develop winning strategies across a full spectrum of use cases and scenarios. Here's a look at some of the next-gen features and capabilities that every company should be prepared to employ as they enter a new and competitive phase of digital signage.
"Brands in every sector are entering a new and competitive phase of digital signage strategy."
Recycling the same images and information day in and out may yield results in a high-traffic area, but for a more specialized digital signage initiative, strategists must acknowledge the importance of scheduling to truly capture the attention and interest of viewers as they glance at a display. A blog article from Digital Signage Today explained that by coordinating content to be shown at certain times of day or in alignment with relevant industry events, the impact of a signage strategy will be raised significantly, especially if the material is presented in a visually compelling way.
"This is useful for any communications effort that involves interrupting people's routine," explained source contributor David Little. "Because of its ability to change messages on the fly, by schedule, by data or by various environmental triggers, digital signage represents a new way of thinking about communicating."
Creative, clear content
Timeliness is a powerful ally in the world of digital signage, but unless the content in question is not informative, interesting or visually appealing to the eye of the viewer, it won't matter how well a program is scheduled. That's why today's business leaders need to identify their own winning formulas for content creation and ensure that they have the best digital signage software available to bring these ideas to life on the big screen. This may require extensive testing and internal experimentation, but once the perfect content recipe is in the books, success won't be hard to attain.
"Since digital signage is not print, and it's not television," continued Little, who advocates dedicated software solutions to support these efforts, it requires a different approach. Modern digital signage products and services provide tools to help make your in-house messages or advertising reliable, consistent, on time and of high quality."
The more strategic and artistic energy goes into a signage strategy, the more an organization will have to put into the maintenance and assurance of these investments, especially when leveraging new network solutions or overhauled display technology. As a recent blog article from The Financial Brand pointed out, the most effective implementations are supported by top digital signage software that not only offers precise control over content flow, but also provides granular insights into the performance and functionality of the networks underlying this visual output.
Offering some criteria for software selection, the source recommended that strategists deploy a service that includes "an industry-focused design and user experience, deep, sophisticated remote monitoring." With these tools in their arsenals, a brand will be equipped with the software and strategy necessary to excel in this evolving digital signage landscape.