Visualizing the future
More and more companies are looking to programmatic ad buying as an opportunity to generate those elusive ad dollars without turning over the whole network to a third party.
Looking forward to 2020, the market will continue to see more advances in the technology that benefits the industry’s businesses. The continued rollout of 5G (the next generation of mobile broadband that will eventually replace, or at least augment, the 4G LTE connection) will lead to much improved connectivity and an expansion of Internet of Things (IoT)-enabled devices triggering content. Hand-in-hand with the growing sophistication of digital networks, the industry can expect to see an increase in deeper system integration that triggers specific content based on real data.
Significant development in display products like flexible light-emitting diode (LED) and liquid crystal display (LCD) panels will allow the industry to deploy networks in physical locations that were previously thought to be impossible. Quantum light-emitting diode (QLED) 8K signage using artificial intelligence (AI) upscaling technology has also entered the market, delivering stunning visuals and a much more immersive viewing experience. Content creation is also developing alongside technology. More instances of augmented reality (AR) and virtual reality (VR) are being seen as networks become more and more focused on the customer experience.
The incredible will become the norm, and the impossible will become the incredible. Prices continue to drop as technology continues to advance. The outlook for the industry is continued growth, ongoing M&A activity in the sector, and further expansion of the visual communications industry.
Andy McRae is general manager for Dot2Dot Communications, a full-service visual communications company that designs, develops, and manages immersive digital signage experiences. For more information, visit www.dot2dotcommunications.com.
