Uncommon content
As digital signs continue to become standard equipment for businesses of all kinds, the software behind them is becoming all the more important, as it must be used to create and display engaging content. While the industry is well-aware of the motto ‘content is king,’ most digital signage network owners are still not exploiting the medium’s potential to deliver a high return on investment (ROI).
Poor content can easily compromise the hardware’s effectiveness. While signs with outstanding content get noticed, those that exemplify common errors—such as white or light-coloured backgrounds, fonts that are too small to read and content that is not changed often enough—will be overlooked.
It is becoming easier for sign companies to incorporate digital displays into a variety of outdoor monuments.
With this in mind, in the future, more vendors will offer comprehensive support, including the bundling of professionally created content, options for software training, additional content offerings and tips for creating successful messaging.
As for the network owners, more of them will assign digital signage operators to receive training related to control software. Some will even keep a content artist on staff.
Another trend will see content become more interactive, personalized and up-to-date. A greater number of screens will share tweets, customer-specific messages and seasonal content, along with the more traditional feeds of news headlines, weather forecasts, sports updates, etc.
A wide-open market
Another trend that is growing stronger is the use of digital signage by non-retail entities. This market can include libraries, municipal governments, houses of worship, fire stations and all sorts of service organizations.
Digital signs can help these facilities inform, inspire and entertain their tenants and/or visitors. Charitable organizations like the Canadian Red Cross, the Heart and Stroke Foundation of Canada and the Boys and Girls Clubs of Canada have all used digital signage to help raise community awareness.
So, in addition to digital displays representing an advertising opportunity as an alternative to traditional media, they also represent a broader communications medium for businesses and service groups alike. In both of these senses, a digital sign can be seen as the light at the end of the economic tunnel.
Mark Meyer is the Canadian region leader for Daktronics, which manufactures LED-based digital displays. For more information, visit www.daktronics.com.
